Digital marketing is the means to get your brand recognized globally. Almost all marketers are whipping up the most captivating and engaging online advertising techniques. While this may be good for businesses, customers might be overwhelmed with many online ads. And this is why only the most compelling ads stick out like a sore thumb. Hiring an eCommerce marketing manager is essential to ensure your digital marketing methods go in the right direction. Here’s what an eCommerce advertising manager does.
What does an eCommerce marketing manager do?
An eCommerce marketing manager is responsible for a business’s digital marketing strategy. Their job goes beyond creating and brainstorming online advertising campaigns. But they also oversee and monitor the projects and see if they’re on schedule. They spearhead brainstorming sessions and stay up-to-date with digital marketing trends.
Ecommerce marketing managers conduct comprehensive research and competitor analysis to outdo their marketing campaigns. They research current trends and events and steer marketing toward those to attract more leads.
They are also responsible for the brand’s eCommerce platforms. They check descriptions, copywriting, landing pages, product pages, and every web page to see if they align with the brand’s identity and branding.
Once all efforts are exhausted, an eCommerce marketing manager checks the performance of all marketing campaigns. They analyze gathered data and identify user behavior to create better campaigns geared toward conversions.
On top of that, an eCommerce marketing manager also identifies issues and campaigns that aren’t contributing to revenue. They think of solutions to resolve issues or completely thwart these advertisements. They are responsible for keeping the entire marketing team’s morale and motivation up, encouraging them to reach weekly, monthly, or long-term goals.
What are the responsibilities of an eCommerce marketing manager?
While eCommerce marketing managers’ responsibilities differ, here are the most common ones:
- Develop marketing programs that contribute to sales for the business
- Set goals and objectives to grow the business
- Create PPC and SEO campaigns that generate income from links
- Manage the sales process, CRM, follow-ups, user administration, and internal systems
- Lead a marketing team and ensure everyone is on the same page when it comes to goals and objectives
- Create a robust social media marketing strategy that aligns and complements other campaigns
- Identify potential channels where the brand can get more leads and conversions
- Create a content and marketing calendar
- Assign tasks to every member and lead the QA team to ensure every project is up to par
- Monitor deadlines, schedules, and timelines
- Maintain branding consistency and ensure that the brand image is reflected through graphics, fonts, and other visual assets
- Analyze data to discuss new growth opportunities
- Create reports for future marketing references and comparison
- Responsible for hiring and training new members of the eCommerce marketing team
What are the required skills of an eCommerce advertising manager?
Here are some skills you need to look for when hiring an eCommerce marketing manager:
- Analytical skills
- Communication skills
- Creativity and innovation
- Organizational skills
- Time management skills
- Search engine marketing and PPC
- SEO
- Social media marketing
- Email marketing
- Google analytics
- A/B testing
- Affiliate marketing
- Influencer marketing
Educational requirements of an eCommerce marketing manager
- Bachelor’s degree in marketing, communications, business management, or any relevant field
- Minimum of three to four years experience in eCommerce marketing
- Experience with various eCommerce platforms, such as Shopify, BigCommerce, Wix, OpenCart, etc.
- Expertise in marketing automation tools like Klaviyo, Sendinblue, SendPulse, ManyChat, Braze, etc.
- Strong comprehension of SEM, SEO, PPC, and other online marketing channels
- Ability to make data-driven decisions and develop strategic marketing methods to increase the company bottom line
What is the average eCommerce marketing manager’s salary?
Depending on the eCommerce marketing manager’s overall skills and experience, the salary can range between $40,000 and $96,000. According to Glassdoor, an eCommerce marketing manager can earn more or less $107,000 annually.
This will depend on the person’s geographical location, as some might charge higher rates than other areas. The salary is also based on the manager’s academic background, company size, and scope of work.
Tips on hiring an eCommerce marketing manager
Finding the right eCommerce marketing manager is critical to successful campaigns and smooth team collaboration. Follow these tips:
1. Do due diligence
As a recruiter, it’s vital to perform due diligence when hiring an eCommerce marketing manager. There are so many freelancer marketing managers who claim they’re the best. However, only a few are credible and reliable.
Check the individual’s reputation by exploring their portfolio on online job marketplaces. You may also ask for references and talk to people they’ve worked with to learn about their work history and ethics.
2. Assess expertise
Marketing manager applicants may try to oversell themselves to snatch the position. However, it’s up to your digression to believe or take their word for it. To ensure you don’t hire and sign the contract with the wrong person, do a trial period to see if it’s the right fit.
You can assign them a project and see how they work with a few people in your department. Run this for a few days or weeks with an allowance or daily rate. If they claim to be experts in a specific field, focus on that and see if they walk the talk.
3. Gauge how skilled they are with marketing tools
You won’t be able to succeed in digital marketing if you don’t use marketing automation tools. That said, ensure the potential eCommerce marketing manager knows certain tools.
Ask him how to use particular tools or let him create a comprehensive guide on how to use the tool when performing an advertising task.
4. Check communication skills
Communication skills are among the most crucial skills to look for in an eCommerce marketing manager. Regardless of the person’s skills, team collaboration won’t work if they don’t communicate.
Communication is critical to better working relationships, especially if your team members are working remotely.
5. Set a budget
The final tip when looking for an eCommerce marketing manager is your budget. Set a budget, so you don’t go over your limit. The right person will come if you also have enticing and fair job offers. Set a fair budget for the type of specialized skills you’re looking for and the scope of work you’re delegating.
