Key Responsibilities and Required Skills for E‑Marketing Manager

🎯 Role Definition

The E‑Marketing Manager is responsible for developing, executing, and optimizing the organization’s digital marketing strategy to drive customer acquisition, engagement, and revenue growth. This role oversees all online marketing channels, including email marketing, social media, SEO/SEM, display advertising, and affiliate programs. The E‑Marketing Manager collaborates with cross-functional teams—such as product, content, design, analytics, and sales—to ensure consistent brand messaging, seamless customer journeys, and measurable campaign performance. This position requires a blend of strategic thinking, creativity, technical expertise, and data-driven decision-making to achieve marketing objectives in a fast-paced digital environment.

📈 Career Progression

Typical Career Path

Entry Point From:

Digital Marketing Specialist
Web Marketing Coordinator
Email & Automation Marketing Executive

Advancement To:

Senior E‑Marketing Manager
Digital Marketing Director
Head of Growth & Acquisition

Lateral Moves:

Performance Marketing Manager
E‑Commerce Marketing Manager
Content & Growth Marketing Lead

Core Responsibilities

Primary Functions

Develop and implement a comprehensive e‑marketing strategy aligned with business objectives, brand guidelines and target customer segments.
Plan, execute and optimise digital campaigns across channels including email marketing, display advertising, social media, search (SEO/SEM), affiliate and retargeting.
Lead the development and optimisation of the website, landing pages and online customer journeys to increase traffic, conversion rates and lifetime value.
Manage the budget, forecasting, ROI modelling and resource allocation for digital marketing activities to ensure efficient spend and measurable outcomes.
Design, manage and optimise email marketing campaigns including segmentation, automation, A/B testing, creative adaptation and performance reporting.
Oversee SEO strategy and execution to enhance organic search visibility, on‑page optimisation, link building and content performance.
Monitor and manage paid media campaigns (PPC, display, social ads) using platforms such as Google Ads, Meta Ads Manager, LinkedIn and programmatic channels; carry out bid management, creative testing and optimisation.
Analyse campaign performance, user behaviour data and key performance indicators (KPIs) using analytics tools (e.g., Google Analytics, GA4, SEMrush) and translate findings into actionable recommendations.
Collaborate with content, design and product teams to produce engaging, on‑brand content and digital assets (blogs, videos, social posts, landing pages) that drive traffic and engagement.
Conduct competitive and market research to identify trends, new digital opportunities, industry best practices and emerging channels.
Work closely with e‑commerce, sales and product departments to align digital marketing campaigns with product launches, promotions and customer acquisition strategies.
Manage relationships with external agencies, vendors and affiliates to ensure campaign delivery, performance tracking and cost‑effectiveness.
Lead and mentor a small e‑marketing team (or external contractors) including setting objectives, reviewing deliverables and supporting professional growth.
Ensure brand consistency and compliance with legal/regulatory guidelines across all digital channels and marketing assets.
Oversee the optimisation of the customer lifecycle and user experience on mobile, web and other digital touchpoints, including managing site updates, user flows and digital journey enhancements.
Develop testing plans (A/B, multivariate), mobile‑specific optimisation and conversion rate optimisation (CRO) to continuously improve performance and user engagement.
Present regular reports to senior leadership on campaign results, digital performance metrics, insights and strategic recommendations for future initiatives.
Maintain up‑to‑date knowledge of digital marketing technology, marketing automation tools, MarTech stack and emerging digital channels to drive innovation and competitive advantage.
Collaborate with CRM, customer success and analytics teams to integrate customer data, segmentation and marketing automation for improved personalization and retention.
Set and monitor key digital marketing KPIs such as web traffic, conversion rate, cost per acquisition (CPA), customer acquisition cost (CAC), return on ad spend (ROAS) and lifetime value (LTV) to measure and optimise marketing impact.

Secondary Functions

Support ad‑hoc data requests, exploratory digital channel experiments and pilot campaigns.
Contribute to the organisation’s digital marketing roadmap, including tools, processes and operational improvements.
Collaborate with business units to translate marketing analytics needs into actionable insights and platform requirements.
Participate in sprint planning or agile marketing stand‑ups when relevant as part of the digital team.

Required Skills & Competencies

Hard Skills (Technical)

Proficiency in digital marketing channels: SEO, SEM/PPC, display advertising, social media advertising, affiliate marketing.
Expertise in email marketing platforms, marketing automation tools, CMS and CRM systems.
Strong analytical skills: ability to interpret marketing metrics, create dashboards and deliver insights from data.
Familiarity with web analytics tools such as Google Analytics (including GA4), SEMrush, Ahrefs, and ability to link data to business outcomes.
Experience in conversion rate optimisation (CRO), A/B testing, mobile optimisation and multivariate testing.
Budget management: planning, monitoring and optimising spend to maximise ROI.
Solid understanding of e‑commerce funnel, digital customer journey and UX / customer experience best practices.
Excellent copywriting and content development experience for digital channels (web, email, social) and a strong creative sensibility.

Soft Skills

Strategic thinking: ability to define long‑term digital marketing vision and align it to business goals.
Creativity and innovation: developing fresh concepts and digital campaigns that cut through.
Excellent communication and presentation skills: able to articulate digital marketing insights to senior stakeholders.
Leadership and mentorship: building and guiding teams, influencing across functions.
Project management and organisation: managing multiple campaigns concurrently, meeting deadlines, handling shifting priorities.
Problem‑solving and adaptability: diagnosing under‑performance, pivoting tactics and optimising for results.
Analytical mindset with attention to detail: turning data into actionable insights and monitoring KPIs.
Collaboration and cross‑functional work ethic: working effectively with content, product, analytics, sales and external partners.

Education & Experience

Educational Background

Minimum Education:
Bachelor’s degree in Marketing, Communications, Business Administration or a related field.

Preferred Education:
Master’s degree or professional certification in Digital Marketing, Analytics or Marketing Management (for example: Google Analytics certification, HubSpot certification)

Relevant Fields of Study:

Marketing
Digital Marketing/Communications
Business Administration
Analytics/Data Science

Experience Requirements

Typical Experience Range:
5‑7 years of progressive experience in digital marketing / e‑marketing roles, including campaign execution, data analysis and team or agency oversight.

Preferred:
Experience in e‑commerce or multi‑channel business environments, previous leadership of digital marketing programmes or a branded consumer business, and a proven track‑record of measurable digital growth.