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Key Responsibilities and Required Skills for E-commerce Marketing Specialist

💰 $50,000 - $90,000

MarketingE-commerceDigital MarketingSEOGrowth

🎯 Role Definition

The E-commerce Marketing Specialist is a results-driven marketer responsible for growing online revenue, improving conversion rates, and increasing customer lifetime value across owned web channels and marketplaces. This role combines performance marketing, SEO, merchandising, email/lifecycle automation, analytics, and conversion rate optimization to drive measurable sales growth. The ideal candidate is analytical, creative, comfortable with marketing technology (Shopify/Magento, GA4, Google Shopping, Meta Ads, Klaviyo), and experienced coordinating cross-functional launches and promotional calendars.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Digital Marketing Coordinator / Assistant
  • E-commerce Coordinator or Merchandising Assistant
  • Email Marketing Specialist or Paid Social Associate

Advancement To:

  • Senior E-commerce Marketing Manager
  • Growth Marketing Manager
  • Head of E-commerce / Director of E-commerce
  • Performance Marketing Lead

Lateral Moves:

  • SEO Specialist / Manager
  • Content or Product Marketing Manager
  • Paid Media / Performance Marketing Manager
  • Marketplace Manager (Amazon/Walmart)

Core Responsibilities

Primary Functions

  • Own the day-to-day management and optimization of paid search and shopping campaigns (Google Ads, Google Shopping, Microsoft Advertising), delivering a consistent ROAS while scaling acquisition across seasonal and evergreen programs.
  • Plan, execute and optimize Meta (Facebook & Instagram) ad campaigns including prospecting, retargeting, dynamic product ads, and lookalike strategies to drive traffic and sales.
  • Manage product listing feeds and feed optimization (titles, descriptions, GTINs, attributes, images) across e-commerce platforms and advertising channels to maximize visibility and click-through rate.
  • Lead on-page SEO for product and category pages—conduct keyword research, implement schema markup recommendations, optimize meta tags and internal linking to improve organic rankings and organic traffic.
  • Design, run and analyze A/B and multivariate tests aimed at improving conversion rate (CRO) on product detail pages, category pages, checkout flows, and landing pages using Optimizely, VWO, or native platform testing tools.
  • Build and execute lifecycle and transactional email campaigns (welcome series, cart abandonment, post-purchase, reactivation) using Klaviyo, Mailchimp, or similar, with segmentation, personalization, and KPI tracking to increase retention and repeat purchase rates.
  • Manage marketplace strategies for Amazon Vendor/Seller Central and other third-party marketplaces: optimize listings, manage promotions, run sponsored product campaigns, and monitor Buy Box and reviews to increase marketplace sales.
  • Implement and maintain tracking and analytics infrastructure (GA4, Google Tag Manager, Facebook Pixel, server-side tracking) to ensure accurate revenue attribution across channels and devices.
  • Produce weekly and monthly performance reports on acquisition, conversion, AOV, retention and LTV, drawing insights and recommending tactical or strategic changes to the marketing roadmap.
  • Collaborate with merchandising, creative, and UX teams to develop high-converting product page templates, photography, A+ content, and promotional creatives that align with brand and CRO best practices.
  • Execute promotional calendar planning and promotional pricing mechanics (discounts, bundles, coupon codes, flash sales) in coordination with inventory, operations, and finance to maximize margin-aware growth.
  • Analyze customer behavior and segmentation data to build audience cohorts for targeted campaigns and personalization strategies across onsite merchandising and email.
  • Develop and manage affiliate and influencer partnerships that drive incremental traffic and sales, including program onboarding, creative briefs, tracking, and performance reconciliation.
  • Lead product launches and seasonal campaign rollouts—create go-to-market plans, brief creative, set tracking requirements, and monitor launch KPIs to achieve target sell-through.
  • Maintain product taxonomy, faceted navigation, and content health checks to improve findability and search experience on-site and across marketplaces.
  • Conduct in-depth competitor and market analysis to surface opportunity gaps in product assortment, pricing, creative approach, and paid search strategy.
  • Monitor and optimize onsite UX and checkout funnels; partner with engineering to reduce friction, address technical issues, and improve mobile conversion.
  • Oversee budget pacing and media spend allocation, ensuring efficient allocation across channels and clear reporting on spend versus revenue and CAC metrics.
  • Coordinate with supply chain and inventory teams to align marketing promotions with stock availability and avoid oversell or poor customer experience during peak periods.
  • Create and maintain clear SOPs for campaign setup, creative QA, feed optimization, and reporting to scale operations and onboard junior team members.
  • Train and mentor junior marketers or external agencies on channel best practices, campaign execution standards, and reporting expectations.
  • Set and track KPIs for CAC, ROAS, conversion rate, AOV, repeat purchase rate and LTV, and adapt strategy based on performance and business priorities.
  • Implement and maintain UTM and attribution standards to provide consistent multi-channel performance analysis and facilitate data-driven budgeting decisions.
  • Troubleshoot and resolve tagging, attribution, or data discrepancies quickly, coordinating with analytics/engineering teams to preserve data fidelity.
  • Maintain compliance with platform policies, privacy regulations (GDPR, CCPA) and email deliverability best practices to protect brand and customer trust.

Secondary Functions

  • Support cross-functional campaign planning, providing channel-specific input, timelines, and technical requirements for product launches and promotional events.
  • Assist the CRM and analytics teams with data hygiene, audience imports/exports, and building segments for targeted campaigns.
  • Help maintain the marketing technology stack documentation, vendor contracts, and integrations (CDP, CRM, ESP, tag management) to ensure continuity and scale.
  • Participate in post-mortem analysis after major campaigns or launches to capture learnings and recommend improvements to processes and tech.
  • Support customer insights initiatives by contributing to qualitative and quantitative research efforts (surveys, user testing, cohort analyses).
  • Help coordinate with customer service and fulfillment teams to ensure marketing promises align with shipping SLAs, returns, and customer experience.
  • Provide ad-hoc analysis and reporting requests to inform leadership decisions and pitch new channel investments or experimentation.
  • Contribute to SEO content calendar and collaborate with content team on blog, buying guides, and product content that supports organic growth.
  • Assist in holiday and peak-season readiness planning, including traffic modeling, site capacity checks, and contingency plans for unexpected demand.
  • Maintain up-to-date knowledge of e-commerce platform updates, advertising product changes, and industry best practices, recommending adoption where it drives measurable value.

Required Skills & Competencies

Hard Skills (Technical)

  • Google Analytics (GA4) — setup, event tracking, ecommerce reporting, custom reports and audiences.
  • Google Ads & Google Shopping — feed management, shopping campaigns, bidding strategies and performance optimization.
  • Meta Ads Manager (Facebook & Instagram) — campaign structure, dynamic product ads, retargeting and lookalike audiences.
  • Marketplace platforms — Amazon Seller Central / Vendor Central, Walmart Marketplace listing optimization and advertising.
  • Email & Automation Platforms — Klaviyo, Mailchimp, Salesforce Marketing Cloud (segmentations, flows, A/B testing).
  • Conversion Rate Optimization (CRO) & A/B testing — Optimizely, VWO, Google Optimize or similar experimentation tools.
  • E-commerce Platforms & CMS — Shopify Plus, Magento, BigCommerce; product feed and template management.
  • Tagging & Tracking — Google Tag Manager, pixel implementation, UTM strategy, server-side tagging basics.
  • SQL (basic to intermediate) and spreadsheet modeling — extract, join and analyze datasets for cadence reporting and ad-hoc queries.
  • Excel / Google Sheets advanced skills — pivot tables, VLOOKUP/XLOOKUP, array formulas and data visualization for reporting.
  • SEO for e-commerce — keyword research, on-page optimization, schema, technical SEO basics for scalable category/product growth.
  • Analytics & BI tools — Looker, Tableau, Power BI, or internal dashboards for building and automating performance reports.
  • Basic HTML/CSS — ability to review and troubleshoot template and tracking issues with development partners.
  • Paid attribution & media mix modeling familiarity — multi-touch attribution concepts and channel incrementality testing.

Soft Skills

  • Strong analytical mindset with an emphasis on data-driven decision-making and clear KPI orientation.
  • Excellent written and verbal communication — able to brief creative, present performance to leadership, and document processes.
  • Cross-functional collaboration — proven ability to work with merchandising, engineering, operations, and customer care.
  • Project management and prioritization — manage multiple campaigns and deadlines in a fast-paced environment.
  • Creative problem solving — generate and test hypotheses to unlock growth and resolve conversion bottlenecks.
  • Attention to detail — meticulous in QA for feeds, tracking, creative, and promotional assets.
  • Adaptability and continuous learning — stays current on platform updates, privacy changes, and industry trends.
  • Stakeholder management — aligns diverse business units on promotional calendars and roadmap trade-offs.
  • Customer-centric mindset — prioritizes experiences that increase lifetime value and reduce churn.
  • Leadership and mentorship — able to guide junior teammates or external agency partners toward performance goals.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Business Administration, Communications, Economics, Data Analytics or related field.

Preferred Education:

  • Bachelor’s plus e-commerce or analytics certifications (Google Analytics, Google Ads, HubSpot, Klaviyo) or a Master’s in Marketing/Analytics.

Relevant Fields of Study:

  • Marketing
  • Business / Economics
  • Data Analytics / Statistics
  • Communications
  • Computer Science (for technical tracking roles)

Experience Requirements

Typical Experience Range: 2–5 years of hands-on e-commerce or digital marketing experience with responsibility for online revenue performance.

Preferred:

  • 3+ years working directly on e-commerce platforms (Shopify, Magento) and digital advertising (Google Shopping, Meta).
  • Experience managing email automation tools (Klaviyo/Mailchimp), marketplace platforms (Amazon), and A/B testing programs.
  • Demonstrated track record of improving conversion rates, scaling paid acquisition profitably, and executing successful product launches or seasonal campaigns.
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