Career Development

What Does an Ecommerce Marketing Manager Do?

Find out what an ecommerce marketing manager does, how to get this job, and what it takes to succeed as an ecommerce marketing manager.

Ecommerce marketing managers are responsible for developing and executing marketing strategies for online retailers. They work closely with a variety of other departments, including merchandising, customer service, finance, and IT, to ensure that their company’s ecommerce platform is well-positioned to succeed in the marketplace.

Ecommerce marketing managers often have a broad range of responsibilities, but they commonly focus on one or more of the following areas: creating compelling content, managing paid advertising campaigns, optimizing website design and functionality, identifying new sales channels, and overseeing social media strategy.

Ecommerce Marketing Manager Job Duties

Ecommerce marketing managers typically have a wide range of responsibilities, which can include:

  • Researching new marketing strategies and tactics to determine which will be most effective for the company or client
  • Managing the company’s social media profiles on platforms such as Facebook and Twitter
  • Creating strategies to increase brand awareness through digital marketing channels such as search engine optimization (SEO), pay-per-click (PPC) advertising, email marketing, or search engine marketing (SEM)
  • Developing and executing marketing plans that meet specific goals and objectives
  • Working with designers to create brochures, catalogues, flyers, banners, and other marketing materials to promote products or services
  • Evaluating customer data to help determine which products are most likely to be profitable for a company
  • Conducting research on competitor companies’ marketing campaigns to identify any weaknesses in their strategies
  • Developing an effective marketing campaign to promote new products or services
  • Communicating with clients to ensure that they are happy with the progress of their marketing efforts

Ecommerce Marketing Manager Salary & Outlook

Ecommerce marketing managers’ salaries vary depending on their level of education, years of experience, and the size and industry of the company. They may also earn additional compensation in the form of bonuses or commissions.

  • Median Annual Salary: $82,500 ($39.66/hour)
  • Top 10% Annual Salary: $125,000 ($60.1/hour)

The employment of ecommerce marketing managers is expected to grow faster than average over the next decade.

As online sales continue to increase, demand for ecommerce marketing managers will grow along with it. Ecommerce marketing managers will be needed to help companies develop and implement strategies to market their products and services to customers online.

Ecommerce Marketing Manager Job Requirements

Ecommerce marketing managers typically need to have the following qualifications:

Education: Most employers require ecommerce marketing managers to have a bachelor’s degree in marketing, business or a related field. Some employers prefer candidates who have a master’s degree in marketing or business administration. Relevant coursework includes statistics, economics, business law, research methods, marketing strategy and ecommerce.

Training & Experience: Most ecommerce marketing managers have at least five years of experience in marketing, advertising or business development. Some may have experience in a related role, such as an ecommerce content writer or ecommerce copywriter. Others may have experience in a related field, such as marketing research or public relations.

Certifications & Licenses: While ecommerce marketing manager certifications are not usually required, they can be useful for candidates seeking to increase their earning potential and make themselves more competitive when applying to new positions.

Ecommerce Marketing Manager Skills

Ecommerce marketing managers need the following skills in order to be successful:

Search engine optimization: Search engine optimization, or SEO, is the process of improving the visibility of a website in search engine results. An ecommerce marketing manager might use SEO to improve the ranking of a company’s website in search results for relevant product searches. They might also use SEO to improve the ranking of a company’s website in search results for brand-related queries, which can help drive more traffic to the site.

Email marketing: Email marketing is a form of digital marketing that uses email to send advertisements to customers. Ecommerce marketing managers often use email marketing to promote products and build customer relationships.

Social media marketing: Social media marketing involves creating and managing social media accounts, including Facebook, Twitter, Instagram and Pinterest. An ecommerce marketing manager may use social media marketing to promote products, share company news and interact with customers.

Content creation: As an ecommerce marketing manager, you might be responsible for creating content for your company’s social media channels, blog and website. This can include writing posts, creating graphics and videos and creating and updating a company blog. Content creation can be a large part of an ecommerce marketing manager’s job, so it’s important to have strong writing skills and the ability to create engaging content.

Analytics: Analytical skills are essential for an ecommerce marketing manager. They use analytics to track the success of their marketing campaigns and make adjustments as needed. They also use analytics to evaluate the performance of their website and make changes to increase conversion rates.

Ecommerce Marketing Manager Work Environment

The ecommerce marketing manager work environment is typically in an office setting, although some travel may be required for attending conferences or meeting with clients. The workweek is typically 40 hours, although some overtime may be required to meet deadlines or to accommodate the schedules of clients in other time zones. The job is generally performed during regular business hours, although some flexibility may be required to accommodate the needs of clients. The level of stress is moderate to high, as the ecommerce marketing manager is responsible for meeting the sales goals of the company. There may be some travel required for this job, although it is typically not more than a few times per year.

Ecommerce Marketing Manager Trends

Here are three trends influencing how ecommerce marketing managers work. Ecommerce marketing managers will need to stay up-to-date on these developments to keep their skills relevant and maintain a competitive advantage in the workplace.

The Growth of Influencer Marketing

The growth of influencer marketing is a trend that is quickly gaining popularity among businesses, as it can be an effective way to reach a large audience.

As more and more businesses begin to utilize influencer marketing, ecommerce marketers will need to learn how to work with influencers in order to create successful campaigns. This includes understanding what makes a good influencer partner, developing a strong relationship with them, and creating a campaign that resonates with their audience.

More Focus on the Customer Experience

The customer experience is becoming increasingly important for businesses, as they are realizing that it is essential to maintaining long-term relationships with their customers.

Ecommerce marketing managers can capitalize on this trend by focusing on creating a positive customer experience. This can include things like providing excellent customer service, offering fast shipping, and making sure that products are easy to find on the company’s website.

A Greater Emphasis on Personalization

Customers are becoming increasingly demanding, and they are looking for businesses that can provide a personalized experience. This means that ecommerce marketers need to be able to personalize their marketing efforts in order to connect with customers on a deeper level.

To do this, ecommerce marketers need to be able to understand the needs of their customers and then use that information to create marketing messages that are tailored to each individual. In addition, they need to be able to track customer behavior and make changes to their marketing strategy based on what works and what doesn’t.

How to Become an Ecommerce Marketing Manager

Ecommerce marketing managers have a lot of responsibility on their shoulders. They need to be able to come up with creative ways to market products, find new customers, and increase sales.

To become an ecommerce marketing manager, you need to have experience in online marketing. You should also be familiar with the latest trends in ecommerce marketing. Additionally, it’s important that you can work well under pressure and meet deadlines.

Related: How to Write an Ecommerce Marketing Manager Resume

Advancement Prospects

The ecommerce marketing manager is responsible for the overall marketing strategy for an online store. They develop and implement marketing plans to increase traffic and conversion rates, and to grow the customer base. They work closely with the ecommerce team, as well as with other marketing and sales teams, to ensure that all marketing activities are aligned with the company’s overall objectives.

As an ecommerce marketing manager, you will need to have a strong understanding of digital marketing tools and techniques. You will also need to be able to analyze data and make decisions based on your findings. You should have excellent communication and project management skills.

With experience, you may be able to move into a senior marketing role, such as head of marketing or chief marketing officer. You could also move into a general management role, such as ecommerce director or vice president of ecommerce.

Ecommerce Marketing Manager Job Description Example

The ecommerce marketing manager will be responsible for developing and executing the marketing strategy for [CompanyX]’s ecommerce website. This will include managing all aspects of online marketing, from website design and development to SEO/SEM, email marketing, social media, and online advertising. The ecommerce marketing manager will also be responsible for analyzing website traffic data and developing strategies to increase website traffic and conversion rates. Additionally, the ecommerce marketing manager will be responsible for managing the ecommerce budget and ensuring that all marketing initiatives are within budget.

The ideal candidate for this position will have at least 5 years of experience in ecommerce marketing, as well as experience in website design and development, SEO/SEM, email marketing, social media, and online advertising. Additionally, the ideal candidate will have experience managing budgets and have strong analytical and problem-solving skills.

Duties & Responsibilities

  • Develop and execute marketing plans to drive traffic and conversions on assigned ecommerce platforms
  • Work with cross-functional teams, including creative, web development, merchandising, and product management, to ensure successful project execution
  • Analyze key metrics and site data to identify areas of opportunity and optimize campaigns accordingly
  • Manage day-to-day relationships with ecommerce platform providers, ensuring timely resolution of any issues that may arise
  • Stay up-to-date on industry trends and best practices, sharing insights and recommendations with team members as appropriate
  • Serve as the subject matter expert on all things related to ecommerce marketing, providing guidance and support to team members as needed
  • Create and manage promotional calendars for assigned ecommerce platforms, ensuring all deadlines are met
  • Write and edit compelling copy for ecommerce platforms, emails, and other marketing collateral
  • Develop and implement SEO strategies to drive traffic to assigned ecommerce platforms
  • Set up and monitor paid search campaigns, adjusting as needed to achieve desired results
  • Generate weekly and monthly reports on ecommerce marketing performance, highlighting successes and areas for improvement
  • Manage ecommerce marketing budgets, ensuring all spend is within allocated limits

Required Skills and Qualifications

  • Bachelor’s degree in marketing, business, or related field
  • 5-7 years professional experience in marketing, with at least 3 years in ecommerce or digital marketing
  • Proven track record of successful ecommerce marketing campaigns and initiatives
  • Experience managing a team of marketing professionals
  • Strong analytical skills and experience with data-driven decision making
  • Expertise in ecommerce marketing channels, including SEO, SEM, email, social media, etc.

Preferred Skills and Qualifications

  • MBA or other advanced degree
  • Experience with web analytics tools, such as Google Analytics
  • Working knowledge of HTML, CSS, and JavaScript
  • Familiarity with content management systems, such as WordPress, Drupal, or Joomla
  • Creative writing skills for developing compelling copy

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