eCommerce Marketing Manager
The fact that e-commerce sales growth continues to rise against brick and mortar should be of no surprise. Regional mall vacancy rates are at 7.8% as of the fourth quarter of 2016 with smaller community and neighborhood malls showing a vacancy rate of 9.9% for the same quarter, per Reis, a commercial real estate data and analytics company.
While commercial real estate space and brink and mortar retailers are in decline, online sales growth are growing in the 15% range each quarter in 2016. In quarter 3 of 2016, online sales accounted for 11.3% of all retail sales when removing such items not typically purchased online such as large gas, diesel, and automobiles. It’s no wonder that the demand for eCommerce marketing managers are at an ever-growing clip with a significant number of open positions going unfilled and companies reaching out to other countries for skilled labor in this sector.
An eCommerce marketing manager is no casual position as the proper implementation of a company’s marketing and CRM along analytics of sales and implementing changes to optimize sales can make or break an online venture. They are crucial employees who implement and execute an organization’s eCommerce online sales marketing strategy. They regularly interface with vendors and clients to maximize online sales through strategic meetings and via email and promotional campaigns. They must maintain an up-to-date working knowledge of new developments and advances in marketing and customer relations management (CRM) methods. At larger companies, these individuals may find themselves in supervisory positions and may be responsible for other marketers in various capacities working under them in different aspects of marketing the company’s products. eCommerce marketing managers typically report directly and interface with top-level management at a corporation, providing reports as to many aspects of marketing, online sales statistics and return on investment (ROI).
Typical Ecommerce Marketing Manager Job Duties
- Plan and execute all aspects of marketing for eCommerce products sold by the company.
- Establish and be influential in eCommerce marketing best practices throughout the company.
- Perform various search engine optimization (SEO) and search engine marketing (SEM) duties to help promote the eCommerce end of the business.
- Manage and prepare regular and innovative email promotional campaigns along with website display advertising promotions.
- Lead and direct multi brand-specific merchandising efforts across all ecommerce channels for optimization of sales.
- Implement and manage web analytic solutions such as Google Analytics and other web traffic resources for analyzing, tweaking and making changes in order to maximize site traffic and ultimately, sales.
- Develop, analyze and determine the return on investment (ROI) of all marketing enterprises that may include paid media television and radio spots, online display advertising campaigns, pay-per-click programs and email promotions.
- Maintains and follows strict calendars and schedules for delivery of content and deployment of e-commerce promos, including discount product pricing, coupon creation, email marketing campaigns, and other promotions.
- Meet and partner with vendors to develop and deploy new products and services in a timely and accurate means that help to ensure maximized sales volume metrics and profits.
- Provides short and long-term market reports and develops forecasts through analysis of historical data, along with additional overall market trends and data to assist in the development of future marketing strategies.
- Work with vendor product brand teams to develop customer-specific marketing programs to support the launch of new products launches along with new brands at the online marketplace.
- Manage budgets for promotional and marketing expenditures for all marketing programs and set and track annual key performance indicators (KPIs) for each program.
- Remain at the forefront of new and emerging eCommerce marketing technics and be aware of competitors marketing developments to remain viable in the specific business sector.
- Pay attention to global marketing technics and recent developments while developing marketing plans to forge into new regions and countries.
Opportunities for Ecommerce Marketing Managers
The obvious companies with very large staff hiring eCommerce marketing managers are big name online retailers such as Amazon, Dell Computer, Apple Inc, and other mainly online entities. Today we see Walmart, Staples, Macy’s JC Pennies, Costco and most large classically physical storefront retailers relying more heavily in their online sales divisions. Just about all brick and mortar retailers today have an online eCommerce presence. Many online storefronts tie-in their multitude of outlets across the nation with their eCommerce offerings. Today, someone sitting in front of their television inspired by an ad can access the company’s website via their smartphone and make an order at their local Walmart, then proceed to their store a few blocks away to pick it up or have it delivered the next day. The opportunities in this field are practically limitless with a good eCommerce marketing manager easily able to make well over $100,000 a year. The good ones gain reputations in their industries and get pirated from competitor companies. There are many of these positions left unfilled due to the demand for their services. Smaller online-only retailers also require the service of a good online marketer but many times will hire someone who is less experienced due to the demand in this field. These smaller retailers may be a good starting point for individuals trying to break into the industry who may have some online marketing experience but lacks the experience and breadth of scope to work for the big boys. An individual with some self-taught marketing experience may have an opportunity to step into this field even without a Bachelor’s degree working for a smaller online retailer.
Education and Skills for Ecommerce Marketing Managers
A Bachelor’s Degree in digital marketing or other marketing fields is a way to obtain an entry level job in the field. As experience and judgement are expected for this position, a deep understanding that comes with years of hands on experience in search engine optimization (SEO) and search engine marketing SEM of pay-per-click methodologies is required. Web analytics chart traffic trending data and therefore a thorough understanding of, and experience with web analytics and paid media programs is necessary increase brand awareness and customer retention along with overall eCommerce sales. While IT related studies such as coding and network administration are useful, they typically are not required for this field. However, an excellent working knowledge and high degree of competence with web-based eCommerce solutions for operation, fulfillment and marketing are crucial. Above average skills in Microsoft Word, Excel, PowerPoint and other Office Suite programs are always a prerequisite for this classification.
This person needs to be detail-oriented, take pride in their work and maintain an attribution towards precise and flawless work as incorrect pricing and discounts can wreak havoc on an organization. Layer on this the need to look at workload and give preference to the most important aspects of the work to ensure deadlines are met is critical to this job. The strong and innate ability to understand and decipher analytical content is a strong strength in this industry. As in just about all professional fields, accurate and detailed written and verbal communication skills is essential. A person without motivation and lacking the ability to self-start will fall short of expectations for this job. Those with an entrepreneurial mindset offer a strength many companies are looking for in an eCommerce marketing manager. Passionate individuals that have an excitement for a particular genre, product line or industry are decidedly sought after as these individuals tend to place a high degree of passion in the marketing of the industry of their preference.