Digital Marketing job descriptions and roles – E-Commerce Manager
What’s the aim of these 15 templates?
This are practical templates to support managers when recruiting digital marketing specialists to resource digital marketing activities within their team structure.
The job descriptions in this template are intended to help identify the right type of role and the right type of person to improve digital marketing’s contribution within an organisation.
By defining clear competencies required by an organisation, we intend to save you time when creating job descriptions to advertise for new recruits or recruiting into existing digital marketing roles.
The role descriptions may also be useful for updating existing employee job roles. In some companies, HR training plans are created against job skills. These are linked closely to performance objectives, and the focus is to retrain current marketing staff through CPD (continuing professional development), courses, exhibitions or external courses. Where companies are under-resourced in digital marketing or current staff do not have the motivation to upskill, then the company will need to recruit externally and employ those who can literally ‘hit the ground running’!
We have identified 15 of the most important roles based on an analysis of advertised roles across a range of recruitment agencies and direct from employers. The roles are focused on key digital marketing skills, including CRM, Analytics, Search, PPC, Social Media, Social Media Platform Development and the management of digital platforms and tools across agencies and client-side.
Candidate selection criteria covered within the job descriptions
The templates provide the following sections: variation of job titles, junior roles to support this role, location, industry, client/agency-side, summary scope, main duties, person specifications (soft and hard skills), and current average salary.
When companies are aiming to recruit staff in these roles, we believe this is a useful framework to apply in both writing the job specification and to help with scoring key desirable and essential skills during the interview stage. It may also be useful to check if anyone currently in the organisation has these skills. If so, and if there is room to up-skill and the structure is right for the new role, pitching it internally to this candidate at the right salary can be a great move.
From a candidate’s perspective, or someone seeking a new role, the detailed criteria will help them highlight key skills on their CV which employers are looking for or even show skills which they are aiming to develop.
Job description for E-Commerce Manager
The E-commerce Manager is a Digital Marketing Manager with key responsibilities for the company’s e-commerce site where customers and prospects can buy products or services online. Their main focus is to ensure that the customer journey is constantly optimized and evolves in line with customer expectations, and revenue is maximized for the organization across the site. Depending on the role, they may also be responsible for marketing activities to drive site visits from new audiences and existing customers.
1. Role:
The variation on the job titles include: Head of E-commerce, E-commerce Marketing Professional, Commercial E-commerce Manager, E-commerce Project Manager, E-commerce Trading Manager, Digital and E-commerce Manager, Digital Marketing Manager – E-commerce, E-commerce Product Manager, E-commerce Manager (Plus specialism i.e. Fashion), E-commerce Strategic Development Manager, E-commerce User Experience Manager and E-commerce Account Manager.
2. Junior roles within the team
The more junior roles are E-commerce Marketing Executive, E-commerce Executive, E-commerce Assistant, E-commerce Marketing Assistant, E-commerce Web Technician and E-commerce Marketing Analyst.
3. Location
4. Industry sector
5. Client/agency side
6. Summary/scope of role
7. Main duties/areas of responsibility
- Responsible for leading and implementing the e-commerce strategy.
- Formulate and deliver the digital marketing strategy for customer acquisition and customer retention.
- Responsible for measuring campaigns, to maximize conversion and retention rates.
- Responsible for the online customer journey experience and focussing on improving website and social media integration.
- Ensure full testing and monitoring measures in place to optimize the journey, customer satisfaction and site functionality. Recommend and implement enhancements.
- Some roles ask for experience in CRM, SEO, PPC, Affiliate and Display.
- Manage Agencies, affiliate partners and supplier relationships.
- Ensure Social Media strategy supports marketing and business plans.
- Review and improve visitors using organic and paid search marketing as a key digital marketing channel.
- Use analytics to review user journey and site abandonment to improve the customer experience and maximize revenue.
- Produce MI reports to show sales performance and key metrics for the online strategy.
- Monitor and evaluate website content (and social media platforms where relevant) and ensure the content represents the ‘corporate voice’ and brand values.
- Forecasting, measuring and optimizing website conversions and sales against set KPIs.
- Liaise closely with the marketing teams to define and understand the brand and support commercial campaigns.
- Manage a team and ensure tasks are prioritized and delivered on time.
- Hub between the sales and brand marketing, to drive the e-commerce channel. Ensure it is customer focussed, engaging and drives sales, online engagement and brand awareness.
- Some roles ask to take responsibility for the website imagery and content, including the, website structure and vendor management.
- Responsible for the management of online customer service.
- Develop new product launches.
- Develop affiliate marketing emails.
- Stay up to date on software and data trends.
8. Person Spec: Skills and Experience
Management/Softer Skills
- Excellent communication skills.
- Passionate about results and can demonstrate methodology used to achieved success.
- Passionate about keeping abreast of the online retail market.
- Some roles ask for ambition and an appetite to take on more responsibility.
- Methodical approach and problem-solving skills.
- Ability to stay calm and work under pressure.
- Ownership of large budgets.
- Strong customer service experience.
- Not scared to give presentations and engage/influence stakeholders.
- Experience of budgets and ability to demonstrate sales growth.
- Team management leadership and experience motivating teams.
Technical/Specific experience
- Ability to challenge a brief and make new recommendations, to improve campaigns and customer experience.
- Translate brand strategy into customer plans.s
- Experience of web design, CMS and web analytics software.
- Technical awareness of mobile platforms.
- Technical awareness of video technology.
- Experience of the full project life cycle.
- Analytical mind and ability to translate insight into trends and clear action plans.
- Commercially astute.
- Some roles ask for experience of Coremetrics, GA and MVT.
- Some roles ask for experience of using Adobe Photoshop, InDesign, UX and Dreamweaver.
- Some roles ask for knowledge of bulk editing, multi-attribution modelling, A/B testing and Google Ads.
- Experience of working in an online marketing team with clear responsibilities i.e. website, email, etc.
- Experience developing e-commerce processes and managing and monitoring a team.
The more junior roles specify:
- Ability to create in-house newsletters or materials, using Photoshop or Publisher.
- Understand e-marketing and social media tools (blogs, Facebook, online advertising).
- Creative and innovative.
- Good IT and web skills.
- Some roles ask for industry experience.
- Passion to succeed.
9. Core competencies
These tend to be required for public sector roles and private companies can interview candidates based on competencies. Some may include leadership, communication, creativity, project management, financial and problem-solving.
10. Professional qualifications and associations
- Three to five years’ experience in an e-commerce role
- At least three years’ experience working in a multi-disciplinary role, B2C or B2B.
- Over four years’ experience in a B2C Online Marketing Manager role in an e-commerce retail environment.
List of Roles
- Analytics Manager
- Content Manager/Content Marketing Manager
- CRM Manager (Incorporating Email Marketing and Marketing Automation)
- Digital Account Manager/Sales Director (Agency Role)
- Digital Director/Head of Digital
- Digital Copywriter Digital
- Marketing Manager or Web Manager
- E-commerce Manager
- Marketing Director
- Marketing Executive
- Marketing Manager
- PPC (Google Ads) Search Manager (or Digital Acquisition Manager)
- Search Manager
- Social Media Manager including Community Manager
- Web Developer/Designer
How can Emarkable help:
- Digital Marketing Team Structuring: Emarkable offers expertise in evaluating options for structuring digital marketing teams, including the establishment of a centre of excellence, and defining roles within larger organizations.
- Employee Development Learning Path: Emarkable provides comprehensive training to help marketers assess their learning requirements, whether they are seasoned professionals or new to their roles. Our resources support annual development or performance reviews between managers and team members, fostering continuous growth throughout the year.
- Recruitment Support: Emarkable offers assistance in the selection and recruitment process for assembling high-performing digital marketing teams.
- Onboarding Assistance: Emarkable facilitates a seamless onboarding process for new recruits, ensuring they integrate smoothly into the team and understand their roles and responsibilities.
- Ongoing Support: Through our Evolve programme, Emarkable collaborates with your company to develop a detailed activity plan aligned with your business strategy. We provide ongoing support to implement the plan, ensuring sustained growth and success.
