Online Marketing Executive Job Description | The Online Marketing Executive Job Description: What You Need to Know

This role is responsible for overseeing the strategic planning and execution of complex digital marketing campaigns, analyzing performance, and reporting on both.

At a high level, your online marketing responsibilities will include:

Developing digital marketing strategy
Consulting with marketing teams to translate strategy into action
Analyzing performance of marketing campaigns and strategy to identify areas for improvement
Building and maintaining strong working relationships with key stakeholders, including marketing, sales, and product management
Researching and applying for marketing analytics and research data
Conducting market research, analyzing industry trends, and providing market insights

But don’t worry, we’ve got you covered. Here’s a run down of the essentials you should know to get started. Read on for more information.

Responsibilities

As we’ve established, the role of an online marketing exec is changing. Gone are the days of pitching a blog to a publisher. Instead, your responsibilities will include developing digital marketing strategy, overseeing day-to-day activities of a marketing team, and analyzing performance of marketing campaigns and strategy to identify opportunities for growth.

Strategy. You’ll be asked to develop a five to ten year strategy for the organization, including marketing objectives, approaches, and tactics. The strategy should include a plan for building brand loyalty and credibility, generating leads, and converting those leads into paying customers.

You’ll also be responsible for establishing key performance indicators (KPIs) for yourself and the team, and tracking performance against these KPIs.

Then there’s the daily grind. You’ll be responsible for setting up and maintaining marketing blogs, moderating social media, analyzing digital marketing performance, and identifying areas for growth. While it is important to have a clear vision of where you’re going, it’s also important to stay open to new ideas and continuing education.

Performance. You’ll be expected to evaluate the performance of your team against set metrics to determine if you’re meeting your goals and whether or not you need to make adjustments to strategy.

You’ll also be required to report on key performance indicators, including:

Client acquisition, retention, and satisfaction
Product usage and adoption
Market and social media activity
Cost-effectiveness
Metrics and analytics used to track performance

Education And Training

With any new role, it’s important to get ahead of the curve and make sure you’re equipped to handle the responsibilities that come with the position. To do this, you’ll need a solid understanding of online marketing. Although there is no formal schooling required, you’ll benefit from having a marketing background as it will make you more adaptable in this role. You’ll also need to undergo training to acclimate yourself to the ways of the digital marketing world.

Having a solid understanding of analytics, search engine optimization, and digital marketing will set you apart from the crowd. The aforementioned skills are all part of your responsibility as an online marketing executive. Additionally, you’ll need to become familiar with:

Marketing research
Web analytics
Social media
Content strategy
Web copy
User experience design

Depending on your role, you may also be called upon to perform marketing analytics, market research, or analyze web traffic. With any new role, you’ll need to keep your ear to the ground and be ready to take on any new responsibilities that come your way. In terms of education, you’ll find that a marketing degree, preferably with a business administration or information technology (IT) spin, will set you apart from the crowd.

What does a normal workday look like?

A normal workday for an online marketing exec will generally consist of:

Attending meetings with senior management team
Interacting with client teams to understand their business objectives and implement strategy
Participating in one-on-one meetings with team members to provide necessary training and support
Contributing to project planning and oversight
Researching and analyzing marketing data, such as performance metrics and campaign analytics
Communicating and interacting with internal and external stakeholders, such as sales, product, marketing, and management teams

The role of an online marketing executive is changing – from being responsible for setting up a marketing blog to creating online marketing campaigns, overseeing social media, and analyzing digital marketing performance. But don’t worry, we’ve got you covered. Here’s a run down of the essentials you should know to get started. Read on for more information.