Key Responsibilities and Required Skills for Internet Manager

🎯 Role Definition

The Internet Manager is responsible for planning, implementing, monitoring and optimizing an organization's online presence across websites, digital channels, and partner networks. This role combines web operations, content governance, technical SEO, CRO, analytics, and cross-functional stakeholder management to drive traffic, engagement and conversion. The ideal candidate partners with marketing, IT, product and customer support to ensure site performance, security, accessibility and consistent brand experience while continuously improving measurement and operational efficiencies.

Key SEO & LLM keywords: Internet Manager, web operations manager, website manager, digital channel manager, online presence manager, technical SEO, web analytics, conversion rate optimization, eCommerce operations, content governance.

📈 Career Progression

Typical Career Path

Entry Point From:

Digital Marketing Specialist (web-focused)
Web Administrator / Webmaster
SEO/SEM Analyst

Advancement To:

Senior Internet Manager / Head of Web Operations
Director of Digital Experience or E‑commerce
VP of Digital, Head of Online Channels

Lateral Moves:

SEO Manager / Search Marketing Lead
Product Manager (web products)
UX/Conversion Rate Optimization Lead

Core Responsibilities

Primary Functions

Own end-to-end website operations, including governance, uptime monitoring, performance optimization, and release management between content creators, developers and hosting/IT providers to ensure a secure, fast and stable online presence.
Develop and execute the website strategy aligned with marketing and business objectives: traffic growth, lead generation, ecommerce revenue, brand consistency and customer experience improvements.
Lead technical SEO initiatives: crawlability, indexation, canonicalization, structured data, hreflang, XML sitemaps and redirect management to improve organic search visibility and reduce ranking risk.
Manage the web release calendar and change control processes, coordinating cross-functional stakeholders (marketing, product, engineering, legal) to minimize business disruption and meet launch timelines.
Implement and maintain web analytics tagging strategies (Google Analytics 4, Tag Manager, Adobe Analytics) to ensure accurate traffic attribution, event tracking and conversion measurement across desktop, mobile and app surfaces.
Drive conversion rate optimization (CRO) through hypothesis-driven A/B testing, multivariate tests, funnel analysis and UX improvements in partnership with UX designers and data analysts.
Oversee content operations and governance: CMS configuration, access control, editorial workflows, content templating and quality assurance to ensure on-brand, accessible and SEO-friendly content publishing.
Define and manage KPIs and dashboards that measure website health (performance, uptime), traffic (sessions, users), engagement (bounce, time on site) and outcomes (leads, transactions, revenue).
Lead incident response and post-mortem processes for outages, security incidents, or major regressions; coordinate remediation, stakeholder communication and continuous improvements.
Manage vendor relationships and contracts for hosting, CDN, security (WAF), analytics, CMS, A/B testing and performance monitoring tools to optimize cost and capability delivery.
Ensure web accessibility (WCAG compliance) and data privacy (GDPR, CCPA) practices are embedded into development and content workflows to reduce legal risk and broaden user reach.
Implement site architecture and information design changes that improve discoverability, internal linking, taxonomy, navigation and search engine performance.
Partner with paid media and SEO teams to align landing page strategy and landing page optimization for paid search, display and social campaigns to maximize campaign ROI.
Oversee front-end performance optimization (image optimization, lazy loading, resource minification, caching strategies, critical rendering path) to improve Core Web Vitals and mobile experience.
Manage internal and external search solutions (site search) to improve findability and conversion, including search relevance tuning, synonyms, facets and zero-results handling.
Lead localization and international web strategy: hreflang implementation, regional content workflows, performance tuning for global CDN and local regulations.
Create and maintain runbooks, SOPs and playbooks for routine operations, release procedures, analytics validation and quality checks to enable reliable, repeatable web operations.
Conduct periodic technical audits and SEO health checks, produce actionable roadmaps, and prioritize backlog items balancing technical debt and business opportunities.
Drive user research and gather qualitative feedback (surveys, usability tests, session recordings) to complement analytics insights and inform prioritization of web improvements.
Manage budgets and resource planning for web and digital channel initiatives, making trade-off decisions and justifying investments through business cases and performance metrics.
Coach and develop junior web, analytics and content staff; build cross-functional capability via training, documentation and knowledge sharing to scale operational maturity.
Provide executive-level reporting, narrative and recommendations for website performance, growth initiatives and digital channel investments to senior stakeholders.

Secondary Functions

Support ad-hoc data requests and exploratory data analysis.
Contribute to the organization's data strategy and roadmap.
Collaborate with business units to translate data needs into engineering requirements.
Participate in sprint planning and agile ceremonies within the data engineering team.

Required Skills & Competencies

Hard Skills (Technical)

Website Operations & Release Management: CMS (WordPress, Drupal, Contentful, Sitecore), staging/production workflows, CI/CD basics.
Technical SEO: on-page, site architecture, hreflang, structured data (schema.org), robots.txt, sitemap management.
Web Analytics & Tagging: Google Analytics 4, Google Tag Manager, Adobe Analytics, event design, dataLayer implementation.
Conversion Optimization & Experimentation: A/B testing platforms (Optimizely, VWO, Google Optimize), experiment design and statistical interpretation.
Performance Optimization: Core Web Vitals, Lighthouse audits, CDN configuration, caching, image and asset optimization.
Front-end Familiarity: HTML, CSS, basic JavaScript knowledge; familiarity with SPA frameworks and SSR implications for SEO.
Site Reliability & Security Fundamentals: uptime monitoring (Pingdom, Datadog), TLS/SSL, WAF, backup and incident response processes.
Search & E-commerce Platforms: site search tuning, eCommerce platforms (Shopify, Magento, BigCommerce) and product feed management.
Accessibility & Compliance: WCAG standards, privacy compliance (GDPR, CCPA), cookie consent management.
SQL & Data Literacy: ability to query data, interpret analytics, build dashboards (Looker, Tableau, Power BI) and create data-driven recommendations.
API & Integrations: experience managing integrations between CMS, CRM, marketing automation and analytics tools.
Content Strategy Tools: familiarity with content modeling, taxonomy, DAM systems and editorial governance.

(At least 10 technical skills listed above.)

Soft Skills

Strategic thinking with a bias for measurable outcomes and ROI-driven decision making.
Strong cross-functional communication and stakeholder management across marketing, product, engineering and legal teams.
Project and vendor management experience with the ability to prioritize competing requests and deliver on deadlines.
Analytical mindset with attention to detail and the ability to translate data into actionable insights.
Problem-solving and incident leadership under pressure with calm, structured escalation and remediation.
Coaching and team development skills to mentor junior staff and scale web operations capabilities.
Customer empathy and user-focused design thinking to improve experience and conversion.
Agile mindset and familiarity with sprint-based delivery and backlog prioritization.
Change management and documentation practices to institutionalize processes and reduce single points of failure.
Continuous learning orientation to stay current with SEO, web performance and digital experience best practices.

Education & Experience

Educational Background

Minimum Education:

Bachelor's degree or equivalent practical experience in Marketing, Computer Science, Information Systems, Communications, or related field.

Preferred Education:

Bachelor's or Master's in Digital Marketing, Web Technologies, Computer Science, or Business Administration with a digital focus.
Certifications: Google Analytics, Google Tag Manager, SEO certifications, project management (Scrum, PMP) beneficial.

Relevant Fields of Study:

Marketing / Digital Marketing
Computer Science / Information Systems
Communications / Media Studies
Human-Computer Interaction / UX Design

Experience Requirements

Typical Experience Range:

4–8 years of progressively responsible experience in website management, digital marketing or web operations. (Mid-level)
Senior roles: 7–12+ years with proven leadership and cross-functional delivery.

Preferred:

3+ years managing enterprise-level websites or eCommerce platforms.
Demonstrated success leading technical SEO, analytics implementations, A/B testing programs and multi-stakeholder launches.
Experience working with distributed teams, vendor partners and legal/privacy stakeholders in regulated industries preferred.