WHAT DOES AN ECOMMERCE MARKETING MANAGER DO?

Updated: Mai 29, 2025 - The Ecommerce Marketing Manager collaborates intensively with Digital Brand and eCommerce teams to enhance channel performance through rigorous testing, reporting, and optimization. Defines and implements a robust performance marketing strategy on Amazon and other retail platforms, ensuring effective tracking and media excellence across all campaigns. Drives internal upskilling and strategic communication to optimize conversion strategies and foster collaborative success with agency partners and external media teams.

A Review of Professional Skills and Functions for Ecommerce Marketing Manager

1. SGF Ecommerce Marketing Manager Duties

  • Omnichannel Marketing Program Ownership: Own, develop, influence, and execute omnichannel marketing programs and digital media campaigns with national customers.
  • Sales & Partnership Development: Meet sales objectives, build a mutually beneficial partnership with retailers, and focus on the drive of business.
  • Holistic Campaign Planning: Plan and initiate holistic campaigns with the Sales (B&M and eComm), Brand Marketing, Creative, Insights, and Digital Asset Management teams.
  • Omnichannel Marketing Advocacy: Advocate for an omnichannel approach to marketing.
  • Funding Promotion for Marketing Initiatives: Promote and secure funding to support commerce marketing initiatives that deliver in-store and online sales growth.
  • Educational Leadership: Educate internal and external partners on the grocery landscape, best practices, and opportunities/challenges to enable a best-in-class omnichannel retail marketing organization.
  • Relationship Building: Build relationships with retailer marketing organizations to create new opportunities for growth and partnerships that ensure the efficiency of digital investment.
  • Influence on Retailer Digital Strategy: Influence retailer conversation around digital media platform and roadmap to improve marketing capabilities and performance.

2. Ecommerce Marketing Manager Details

  • Strategy Development: Develop strategies and tactics to get the word out about the company and drive qualified traffic to the front door.
  • Campaign Management: Deploy successful marketing campaigns and own implementation from ideation to execution.
  • Multi-Channel Marketing Experimentation: Experiment with a variety of organic and paid acquisition channels like content creation, content curation, pay per click campaigns, event management, publicity, social media, lead generation campaigns, copywriting, performance analysis.
  • Content Production: Produce valuable and engaging content for the website and blog that attracts and converts target groups.
  • Strategic Relationship Building: Build strategic relationships and partner with key industry players, agencies, and vendors.
  • Budget Management: Prepare and monitor the marketing budget on a quarterly and annual basis and allocate funds wisely.
  • Marketing Materials Oversight: Oversee and approve marketing material, from website banners to all advertising material.
  • Marketing Performance Analysis: Measure and report on the performance of marketing campaigns, gain insight, and assess against goals.
  • Consumer Behavior Analysis: Analyze consumer behavior and adjust email and advertising campaigns accordingly.
  • Best Practice Application: Stay up-to-date with the latest trends and best practices in online marketing and measurement.
  • Strategic Partnership Management: Initiate and manage strategic partnerships designed to support campaigns and/or overall marketing goals.
  • Community Intelligence Gathering: Assist in implementing the perpetual gathering of community-related intelligence for use in key decision-making by production, programming, and ad sales.
  • Market Intelligence Maintenance: Maintain competitive intelligence and stay abreast of what’s current and relevant in digital content and commerce.

3. Ecommerce Marketing Manager Responsibilities

  • Partnership Management: Own the company customer partnership online marketing strategy and execution, including negotiating, developing, and implementing efficient joint-marketing plans with key Omnichannel retail and Food delivery customers.
  • Opportunity Identification: Deep understanding of e-commerce business analytics, shopper, and category trends to identify business opportunities.
  • E-commerce Marketing Strategy Development: Create E-commerce marketing strategies and activation plans to achieve KPIs.
  • Sales Growth: Analyze customer journey and online purchase data, growing sales and improving ROI.
  • E-commerce Content Leadership: Lead e-commerce product content topic, working together with the Brand Marketing team, based on global content strategy.
  • Online Catalog Management: Manage, update, and optimize online product catalogue.
  • Campaign Deployment: Deploy and merchandise promotions, featured products, and campaigns.
  • E-commerce Performance Reporting: Conduct analysis and prepare reporting on e-commerce program performance.
  • Sales Optimization Strategy: Monitor and deploy strategies to optimize online product sales performance, product ratings, and on-site conversion metrics.
  • New Product Launch Management: Manage the execution of new product launches on e-commerce site and marketplaces.
  • E-commerce Portfolio Expansion: Identify opportunities to expand the company e-commerce portfolio within existing and new channels.
  • Competitive Monitoring & Reporting: Monitors and reports on competitor activities, including pricing, promotions, and new products featured.
  • Channel Marketing Collaboration: Partner with the company channel marketing team to execute channel enablement for e-commerce partners.
  • Issue Resolution & Support: Act as front-line support to identify and resolve issues (marketplaces, e-commerce stores).
  • Comprehensive E-commerce Strategy Execution: Develop and execute the e-commerce strategy beyond retail to include Quick Commerce, Amazon, and B2B Wholesale.
  • Cross-Functional Integration & Sales Growth: Integrate across functions & drive account plans to grow share and sales within the channel.
  • Point of Purchase Communication Execution: Supporting and executing the SBD principles for point of purchase comms, navigation & signage to help guide the shopper and increase conversion.
  • Brand-Specific E-commerce Strategy Development: Develop and implement the e-commerce strategies for the brands to maximize sales, conversion, and customer engagement.
  • Internal Relationship Building: Build and maintain internal relationships at all levels with brands.
  • E-commerce Trading Plan Management: Drive the trading plan for web and reporting (weekly, monthly, quarterly).
  • Team Management & Development: Manage and develop the team of trading managers and administrators.

4. Ecommerce Marketing Manager Accountabilities

  • Customer Experience Optimization: Ensure the website provides a favorable customer experience that will increase customer satisfaction and retention.
  • Product Merchandising Evaluation: Evaluate & optimize merchandising of product and product categories to facilitate an intuitive customer shopping experience.
  • Photographer Training: Train and monitor product photographers so that images meet brand standards.
  • Process Establishment: Establish and maintain a process and schedule to publish new products in a timely manner.
  • System Reporting Utilization: Utilize system reports to publish/unpublish items, update item status, and item pricing for each website (retail and wholesale).
  • Sales Tracking & Evaluation: Track, evaluate, and respond to online sales progress, product availability, and margins to maximize sales growth and profitability.
  • Website Management: Manage functionality and visual appearance of the website.
  • Content Coordination: Coordinate home page content changes, commerce categories, and web promos.
  • System Maintenance Oversight: Ensure regular system maintenance and upgrades are implemented successfully.
  • Third-Party Collaboration: Coordinate with third-party development/integration companies to ensure the website is developed to company standards.
  • Troubleshooting & Technical Support: Troubleshoot website functionality issues with Netsuite.
  • Marketing Material Development: Develop and oversee the creation of marketing materials for retail and wholesale divisions that are consistent with the company’s brand and image.
  • Marketing Coordination: Coordinate marketing functions such as blasts, print ads, banners, signage, forms, etc. as necessary with in-house graphic designers and outside partners.
  • Creative Direction: Provide direction on content to graphic designers for all materials.
  • Content Scheduling & Collaboration: Set schedule and work with division/location managers on content.
  • Signage Collaboration: Work with Visual Merchandise Manager and Product Development on Point of Purchase Store Signs, Wholesale showroom signage.
  • Event Promotion & Management: Promote and manage retail store events, such as Santa Photos, Bunny Photos, Classes, and Events through Eventbrite.
  • Social Media Strategy & Engagement: Utilize current social media trends and techniques to increase engagement with customers on a variety of social media channels.
  • Content Planning: Determine content and schedule.

5. Ecommerce Marketing Manager Functions

  • Strategic Marketing Plan Development: Create, socialize, and implement full-year strategic marketing/promotional plans for specific eCommerce sites across local eCommerce retailers.
  • Sales Support: Support sales in key customer planning and negotiation activities, development, and execution of off-site traffic driving plans.
  • Campaign Planning: Responsible for crafting detailed campaign/activity plans in collaboration with KAM and customer.
  • Advertising Leadership: Lead on-platform advertising execution for key partner sites while upholding brand values and tailoring an approach to specific markets and partners.
  • Market Analysis: Perform market analysis including understanding changes in current product market share, key category trends, and market dynamics, and identifying growth opportunities within specific eCommerce channels.
  • Competitive Analysis & Trend Monitoring: Analyze key competitor actions & strategies and emerging trends in eCommerce Marketing.
  • Marketing Insight: Develop insights and provide recommendations for marketing strategies for partner sites.
  • Local Marketing Strategy Support: Support the development of local platform marketing strategy, including assortment portfolio by partner, price-point guidelines, promotional guidelines, strategies to avoid channel conflict.
  • High-Level Strategy Creation: Creation of marketing strategies working closely with the CEO and COO.
  • Resource Utilization: Working with internal departments to utilize internal resources in driving forward the brand 
  • Marketing Campaign Execution: Responsible for planning and executing marketing campaigns including advertising, PR, and social media promotion.
  • Relationship Management: Identification of target customers and partners before building and managing relationships.
  • Performance Reporting: Reporting on the brand from a performance and financial perspective while controlling budgets.
  • Creative Supervision: Supervise graphic designers and assist with content creation.
  • Customer Service Standard Enforcement: Ensure customer service standards are followed on the website and social media via customer messaging and comments.
  • Social Media Monetization: Monetize social media postings by ensuring product feeds between Net Suite and Facebook, Google Shopping are accurate and updated according to schedule.
  • Online Presence Monitoring: Monitor Google, Yelp, etc., Business pages for each store, update hours and other information.
  • Creative Team Supervision: Supervise graphic design, photography, and social media employees.

6. Ecommerce Marketing Manager Job Description

  • Performance Marketing Leadership: Develop performance marketing excellence across Europe with a focus on Amazon.
  • Local Market Collaboration: Works with local markets to drive execution of user acquisition campaigns that support BDF’s growth initiatives while meeting budget requirements through close cooperation with local country marketing teams.
  • Sales Performance Optimization: Ensures the countries perform at the highest possible potential of sales formula, by maximizing conversion all along the funnel through effective use of performance marketing.
  • Budget Management: Guides countries to manage marketing investment budget and maximize returns on advertising and promotional activities across retailer.com.
  • KPI Framework Development: Sets up a solid KPI framework with business thinking and applies it to marketing strategies.
  • Cross-Platform Expertise Utilization: Uses expertise and learnings from Amazon to drive performance in other retail partners.
  • Innovative e-Commerce Expansion: Takes the lead on finding new and innovative ways to expand the eCommerce business, in and out of the Amazon platform driving efficiencies across different markets.
  • Channel Performance Optimization: Works closely with Digital Brand, Brand Comms, and eCommerce team to drive testing, reporting, optimization, and analysis on channel performance to identify key levers and opportunities for improvements.
  • Performance Marketing Strategy Definition: Defines the performance marketing strategy on Amazon and select retailers including off-site platform media channels (in conjunction with digital marketing), execution, and creative testing.
  • Optimization Assurance: Ensures proper tracking, attribution, automation, and optimization.
  • Performance Reporting: Proactively shares performance reports, analysis, and insights on the channel, that lead to A/B testing in the markets to generate better conversion across the funnel.
  • Media Excellence Documentation: Ensure media excellence is established and documented for adaptation with other eCommerce customers across the region.
  • Conversion Strategy Design: Partners with countries and digital marketing team to design strategies/guidelines to drive online traffic to e-platforms & e-retailers, track conversion rates, and make improvements consequently by improving the design/content and user experience.
  • Internal Upskilling: Internally upskills & educates eCommerce and digital teams on the fundamentals of media planning and advises on briefings and media strategy to aid the group.
  • Communication Leadership: Drives performance KPIs and customer base, establishing strong communication means to help the rest of the organization understand and leverage the channel.
  • Agency Collaboration: Leads the markets, external agency teams, media partners, and others to co-work effectively.
  • Campaign Execution Advising: With eSCM and digital marketing teams, advises on full-cycle execution of campaigns with varying objectives across all relevant social media channels, to drive retailer.com sales.
  • Promotion Alignment: Align animations, promotions & brand event mechanics online.
  • Market Insight: Provide market insight in storytelling angles to maximize segment conversion.
  • E-Commerce Content Strategy Execution: Work with the brand team to execute Ecomm content, CTA strategy for commercial optimization at all digital touchpoints.

7. Ecommerce Marketing Manager Overview

  • Strategic Marketing Collaboration: Contribute to the overall strategic marketing plan and work closely with Category marketing, PR, and content teams to ensure alignment.
  • Budget Management: Managed digital marketing budget, setting and delivering core ROI targets.
  • Partner Relationship Management: Manage digital marketing partner relationships ensuring return on investment is maximized.
  • SEO Education: Educate other functions on the benefits of organic search and how it can best influence.
  • Analytics Tracking: Track, report, and analyze website analytics, initiatives, and campaigns across all channels.
  • Customer Database Optimization: Work with the Head of eCommerce Trading to utilize eCRM to build and optimize a customer database, using analytics to evolve capabilities and knowledge and inform acquisition strategies.
  • Strategic Digital Roadmap Development: Work with UX, IT, and Digital Product teams to develop and deliver the strategic digital roadmap.
  • Online Business Strategy Leadership: Play a leading role in developing and then deploying the online business strategy for both the French and Belgian sites.
  • Content Translation: Translate and enhance product content particularly around descriptions, imagery, and video to ensure extended content increases conversion on the site.
  • Product Integration Coordination: Work with the sales and buying teams to ensure all products are added to the website in a timely manner.
  • Product Setup: Ensure all required products are set up and available for customers to search and view and that all product attributes, images, specifications, product associations, and attachments meet the site standards and are in line with brand guidelines.
  • PR Agency Management: Manage French SEO PR agency to ensure maximum optimization.
  • SEO Copywriting: Ensure all products added are enhanced with specific web copy to ensure copy is SEO friendly and customer friendly.
  • Local SEO Coordination: Coordinate Google My Business with French stores to ensure top ranking for each on key terms.
  • Promotional Execution Management: Ensure that all promotions are accurately executed in a timely manner.
  • Website Performance Review: Review website performance and brief appropriate changes to the site on a daily, weekly, and periodic basis.
  • Promotional Planning: Implement a thorough process for nominating lines for key promotions so these lines convert at optimum levels.
  • Promotional Strategy Briefing: Plan for and brief all promotional changes to the sites according to company promotional planner.
  • Market Insight Application: Liaise with the French Country Manager and Head of Marketing to action in-country insights and ensure landing pages are optimized to drive revenue.

8. Ecommerce Marketing Manager Details and Accountabilities

  • Marketing Strategy Development: Develop marketing strategies and plans to drive online business, meet sales objectives, and build a mutually beneficial partnership with the company.
  • Cross-functional Collaboration: Partner closely with Sales teams to identify eComm opportunities and challenges, develop commercially minded marketing approaches that deliver business results.
  • Innovative Marketing Execution: Bring big eComm marketing ideas to life and advocate for a performance marketing approach to digital.
  • Marketing Program Ownership: Own, develop, and execute marketing programs and digital media campaigns.
  • Performance Measurement: Set KPIs and build a reporting process to measure eComm marketing performance and improve ROAS.
  • Consumer Insight Application: Transform consumer insights into action by creating solutions that grow online adoption for products and convert shoppers into buyers.
  • Integrated Marketing Planning: Collaborate with Shopper Marketing and Digital Media teams to develop holistic retailer plans that benefit the total business and provide digital thought leadership.
  • Budget Management: Manage overall A&M budget by Business Unit and marketing tactic.
  • Strategic Influence: Provide thought-leadership to influence the company and Precision Marketing product roadmaps and on-platform digital shopping experience.
  • Product Listing Management: Manage inventory and listing of products on other platforms like Lazada, Shopee, etc.
  • Social Media Advertising: Use advertisement tools in various social media platforms to grow platform and brand awareness locally and overseas.
  • Priority Management: Drive sales objectives and manage priorities in partnership with agency partners.
  • Strategic Planning: Formulate and execute a strategic plan to ensure maximum volume and profitability while delivering a friendly experience.
  • Product Launch: Launch new products and collections with excellence and manage the promotional calendar.
  • CRM Database Growth: Grow and engage the CRM database in partnership with the content team to support online sales.
  • Customer Service Coordination: Work with the fulfillment partner and customer service team to ensure the end-to-end experience is friendly.
  • Retail Marketing Oversight: Oversee performance and retail marketing, in partnership with the sales team and agency partners, to drive online sales and awareness

9. Ecommerce Marketing Manager Tasks

  • Customer Experience Management: Manage the customer experience and journey.
  • Web Experience Strategy: Manage web experience strategy and execution for driving free trial initiatives (customers signing up for a free trial).
  • Business Ownership: Own the business targets for new free trials and pay-as-you-go subscriptions.
  • Cross-functional Collaboration: Collaborate with product marketing, business leads, creative teams, analytics, and engineering to continuously improve the site.
  • Data Analysis: Track, analyze, and report on-site metrics, performance, and customer data as part of a rhythm of business.
  • Strategic Partnerships: Partner with analysts to create performance narratives, quarterly forecasting, etc.
  • Stakeholder Communication: Prepare weekly, monthly, and quarterly business readouts to key stakeholders.
  • Project Documentation: Build and document web briefs and BRDs (business requirement documentation) that clearly outline project objectives, scope, research inputs, and plan of action.
  • Technical Collaboration: Work directly with engineering to build out features, fix bugs, etc.
  • UX Research: Conduct qualitative UX research and A/B testing for the web direct channel to continually improve user experience.
  • Testing Management: Manage A/B testing priorities, roadmap, business casing, and execution with partners.
  • Insight Sharing: Share insights from optimization testing and UX research.
  • Traffic Acquisition Strategy: Drive traffic acquisition strategy to ecommerce channels (Paid/Own/Earned).
  • Conversion Optimization: Achieve traffic acquisition and conversion % targets & optimization.
  • Online Offer Strategy Management: Manage overall online offer strategy including E-merchandising (sets, exclusives, bundles) based on demand & sales analysis.
  • Stakeholder Engagement: Identify, source, and engage with various vendors/stakeholders to design, brand, develop an e-commerce and marketplace website.
  • Marketing Innovation: Generate creative and bold marketing ideas for new e-commerce platforms and new product categories.
  • Campaign Management: Create content, manage, and lead marketing campaigns.

10. Ecommerce Marketing Manager Roles

  • Strategic Development & Execution Oversight: Own strategic development and oversee the execution of all Amazon media campaigns to drive business and meet sales objectives.
  • Team Management: Directly manage a team of 2 reports who will be responsible for detailed media planning and execution of Amazon media campaigns.
  • Budget Management & Financial Oversight: Manage full Amazon A&M budget by Business Unit and marketing tactic and ensure connectivity with finance team on spend forecasts and actualizations.
  • Cross-functional Collaboration: Partner closely with Sales, Content, Brand, and Search teams to identify eComm opportunities and challenges, develop commercially minded marketing approaches that deliver business results.
  • Integrated Marketing Strategy: Integrate eComm planning with brand planning to ensure holistic KPIs are being met and complementary media strategies and plans are developed.
  • Performance Measurement & Optimization: Set KPIs and build reporting process to measure performance and improve ROAS.
  • Creative Direction & Briefing: Partner with the Design team to provide creative briefs that will deliver performance-driven creative.
  • Thought Leadership & Influence: Provide thought-leadership to influence Amazon Advertising product roadmap.
  • Relationship Building & Partnership Development: Build relationships with Amazon Advertising organization to unlock new opportunities for growth/testing and partnership.
  • Campaign Management & Process Optimization: Manage execution development process of all Amazon.com campaigns and ensure ways of working are efficient and optimized.
  • Internal Collaboration & Education: Act as liaison to internal brand marketers to educate on Amazon Advertising offerings, share best in class practices, as well as keep updated on program results and learnings.
  • Online Sales Development & Maintenance: Develop and maintain the online sales channel.
  • Ecommerce Marketing Strategy: Drive Ecommerce marketing strategy, tactical planning, creative project timelines and content creation and deployment.
  • Channel Growth & Optimization: Maintain and grow the current two-step Ecommerce channel.
  • Direct-to-Consumer Strategy: Create and execute the strategy for new direct to consumer Ecommerce channel.
  • SEO & PPC Optimization: Work to ensure regular SEO and PPC performance is monitored and fully optimized.
  • E-tail Sales Maximization: Maximize sales and profit through E-tail platforms by communicating with numerous audiences across digital platforms.
  • Larger Team Management: Manage a team of 4-5 individuals.
  • Cross-Departmental Collaboration: Work collaboratively with other functional departments.
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