Roles and responsibilities in digital marketing and e-commerce
This reading summarizes other associate or entry-level roles and responsibilities in digital marketing and e-commerce. At the end of the reading, you’ll find advice on how you can potentially progress from a starting role to roles with further growth opportunities.
Associate-level roles in digital marketing
Below are some examples of responsibilities for associate-level roles in digital marketing. These lists aren't comprehensive but are intended to showcase a variety of responsibilities in each role.
Digital marketing coordinator*
Coordinate marketing activities and initiatives
Identify target audiences through research
Run campaigns
Monitor metrics to evaluate trends
* Also described in another video and reading
Marketing associate
Prepare reports on marketing and sales metrics
Collect and analyze customer behavior metrics, such as web traffic and search rankings
Coordinate with marketing teams to generate digital advertising materials
Assist with ongoing marketing campaigns
Search Engine Optimization (SEO) specialist
Develop optimization strategies to improve search rankings
Implement keywords for SEO
Monitor metrics to understand SEO performance
Update links for optimization of search rankings
Search Engine Marketing (SEM) specialist
Identify customer personas to enable marketing to identified audiences
Perform research on keywords for SEO and Pay Per Click (PPC) ads
Monitor metrics to optimize paid search performance
Identify and monitor key performance indicators (KPIs) for SEM
Social media specialist
Develop, implement, and manage a social media marketing strategy
Collaborate with sales and marketing teams on social media campaigns
Create content to build customer connections and increase brand awareness
Monitor metrics in social media campaigns for customer engagement and content optimization insights
Email marketing specialist
Create email marketing campaigns to promote products or services
Create an archive of emails for lead generation
Purge non-deliverable and unsubscribed email addresses
Use metrics to monitor the performance of email campaigns
Associate-level roles in e-commerce
Below are some examples of responsibilities for associate-level roles in e-commerce. These lists aren't comprehensive but are intended to showcase a variety of responsibilities in each role.
E-commerce analyst*
Implement e-commerce strategies to support business goals
Set e-commerce goals and key performance indicators (KPIs) for key attributes like audience, acquisition, behavior, and conversions
Monitor and analyze e-commerce metrics
Leverage e-commerce data for operational insights
* Also described in another reading
E-commerce specialist
Develop and run campaigns to increase digital sales as part of an overall digital marketing strategy
Optimize paid advertising campaigns using SEO and other tools
Manage an online marketing presence, including social media platforms
Monitor metrics for spikes in website traffic or sales
Advance to roles that further your growth
Starting an entry-level role in marketing or e-commerce is exciting, but after you gain practical experience and hands-on work using tools in that role, you might be eager to advance your career.
If you’re ready for a new role, below are a few possibilities and a sampling of responsibilities for each.
Digital marketing manager
Plan and execute digital marketing, including SEO/SEM, email, social media, and display advertising campaigns
Measure and report performance and return on investment (ROI) for digital marketing
Plan, execute, and evaluate A/B tests and experiments
Evaluate and improve the end-to-end customer experience across multiple channels and customer touchpoints
Social media strategist
Manage and oversee social media content
Measure the success of social media campaigns
Monitor and analyze metrics to recommend effective content optimization solutions
Network with industry professionals and influencers using social media
Account manager
Build and maintain client relationships
Ensure the timely and successful delivery of advertising solutions based on customer needs and objectives
Clearly communicate the progress of initiatives to internal and external stakeholders
Forecast and monitor key account metrics
E-commerce product manager
Conduct market research
Develop a product strategy for an e-commerce business based on analytics
Define website and mobile app functionality, and deliver an optimal user experience for both
Understand business objectives and coordinate efforts to increase sales
Key takeaways
Career progression is very individualized. Sometimes it can take less than a year to be ready to advance to the next level; often it can take a few years. Here are three signs that you could be ready to progress to the next level.
You consistently meet or exceed job-related performance goals.
You’re assigned tasks associated with a higher-level role.
You recently asked for more work while performing your job.
Keep in mind that your career can advance at a speed that is right for you. Always be ready and open to new opportunities by demonstrating a positive attitude and a growth mindset in whatever role you’re in!
