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Key Responsibilities and Required Skills for Internet Marketer

💰 $ - $

MarketingDigital MarketingInternet MarketingGrowth

🎯 Role Definition

An Internet Marketer is responsible for planning, executing, optimizing and reporting on multi-channel digital marketing programs that drive customer acquisition, engagement and revenue growth. This role blends strategic planning, hands-on campaign management (SEO, paid search, paid social, display, email, content and affiliate), data analysis, creative optimization and close collaboration with product, design and sales teams to scale measurable results across the funnel.

Primary goals: increase qualified traffic, improve conversion rates, reduce customer acquisition cost (CAC), grow lifetime value (LTV), and deliver transparent ROI reporting.

Keywords: Internet Marketer, Digital Marketer, SEO Specialist, SEM/PPC Manager, Performance Marketer, Growth Marketer, Paid Social, Analytics, CRO, Email Marketing.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Digital Marketing Coordinator
  • Social Media Specialist
  • Content Marketing Associate

Advancement To:

  • Senior Internet Marketer / Senior Performance Marketer
  • Digital Marketing Manager / Growth Marketing Manager
  • Head of Performance Marketing / Director of Digital

Lateral Moves:

  • SEO Specialist / Organic Growth Lead
  • Email & Lifecycle Marketing Manager
  • Product Marketing Manager

Core Responsibilities

Primary Functions

  • Develop and execute a comprehensive SEO strategy (technical SEO, on‑page optimization, content planning and backlink acquisition) to increase organic visibility, SERP rankings, and sustainable traffic growth across target keywords and buyer intent pages.
  • Plan, launch and optimize paid search campaigns on Google Ads and Microsoft Advertising, including keyword research, ad copy testing, bidding strategy, budget allocation and day-to-day bid management to maximize ROI.
  • Build, test and scale paid social advertising across Facebook, Instagram, LinkedIn, TikTok and X (Twitter), tailoring creative, audiences and messaging for each platform and funnel stage to drive scalable acquisition and retargeting.
  • Manage end‑to‑end programmatic and display campaigns (Google Display Network, DV360, CTV options) with audience segmentation, frequency caps, contextual targeting and creative optimization to support upper‑funnel brand and demand generation objectives.
  • Design and execute email marketing and lifecycle automation programs (welcome series, nurture flows, cart abandonment, re‑engagement) using marketing automation platforms to improve retention, repeat purchase rate and customer LTV.
  • Conduct rigorous A/B and multivariate testing (landing pages, ad creatives, subject lines, calls to action) using tools like Google Optimize, Optimizely or VWO to systematically increase conversion rates and reduce friction in the user journey.
  • Implement conversion rate optimization (CRO) best practices across product pages and funnels: heatmaps, session recordings, usability feedback, experimentation roadmap and prioritized site changes with measurable impact.
  • Set up, maintain and validate cross‑platform analytics (Google Analytics 4, server‑side tagging, GA4 event schema), ensure accurate attribution, implement conversion tracking and reconcile paid platform reporting with business outcomes.
  • Analyze funnel performance and cohort retention metrics, produce weekly and monthly dashboards, and provide actionable insights to product and sales teams to influence roadmap and improve monetization.
  • Drive content marketing strategy — editorial calendars, SEO-driven content briefs, pillar/cluster models, guest posting and content partnerships — to attract high-intent organic traffic and support inbound lead generation.
  • Oversee landing page development and optimization in CMS or landing page builders (WordPress, HubSpot, Unbounce, Webflow), ensuring fast load times, clear UX and alignment with ad messaging for improved Quality Score and conversion.
  • Manage affiliate and partner marketing programs, recruit and optimize channel partners, negotiate terms and track partner-driven conversions and commissions.
  • Create and manage budgets for paid channels, forecast performance, allocate spend across campaigns and channels, and optimize bids and budgets to hit CAC and ROAS targets.
  • Collaborate with creative, design and copy teams to produce high-performing assets (display banners, video ads, social creative, email templates) and apply creative testing frameworks to find winning concepts.
  • Execute remarketing and retention strategies that combine CRM segmentation, dynamic creative and bid strategies to re-engage users and increase customer lifetime value.
  • Maintain up-to-date knowledge of industry trends, privacy and regulatory changes (GDPR, CCPA) and platform policy updates; implement tagging and consent solutions accordingly.
  • Develop and present executive-ready reports and business cases that tie marketing activity to revenue impact, including clear KPIs, budget implications and recommended next steps.
  • Troubleshoot campaign performance issues, implement tracking fixes with engineers (tagging, API integrations), and ensure data integrity across marketing tech stack.
  • Lead vendor selection and management for agencies, creative partners, analytics providers and ad tech vendors; set KPIs, review deliverables and maintain SLAs.
  • Optimize landing page and funnel performance for mobile-first experiences, ensuring responsive design, fast load times and minimal friction for on-the-go users.
  • Build and maintain audience segmentation strategies using first-party data, CRM attributes and lookalike modeling to improve targeting precision and incremental lift.
  • Create and manage SEO technical audits, prioritize remediation plans (site speed, crawlability, canonicalization, schema markup) and work with engineering to implement fixes.
  • Monitor competitive landscape, perform share-of-voice and gap analyses, and recommend tactical shifts in channel mix and messaging to exploit opportunities.
  • Train and mentor junior marketing team members on campaign setup, reporting best practices, creative testing and platform features to build a high-performing growth team.

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.
  • Assist cross-functional teams (sales, product, support) with go-to-market execution and campaign enablement.
  • Support PR and influencer outreach efforts as part of integrated digital campaigns.
  • Maintain documentation for campaign configurations, tracking schemas and SOPs to ensure reproducibility and knowledge transfer.

Required Skills & Competencies

Hard Skills (Technical)

  • Advanced SEO: technical SEO audits, on‑page optimization, content gap analysis and backlink acquisition strategies.
  • Paid Search & SEM: Google Ads campaign structure, keyword bidding strategies, RLSA, shopping campaigns and Microsoft Advertising.
  • Paid Social: campaign setup and optimization on Facebook/Instagram Ads Manager, LinkedIn Campaign Manager, TikTok Ads and native ad platforms.
  • Analytics & Attribution: Google Analytics 4, Shopify/GA integrations, conversion modeling, multi-touch attribution and UTM strategy.
  • Tagging & Tracking: Google Tag Manager, server‑side tagging, pixel implementation, conversion APIs and troubleshooting tracking discrepancies.
  • A/B Testing & CRO Tools: Experiments in Optimizely, VWO, Google Optimize; experience creating hypothesis-driven experiment roadmaps.
  • Marketing Automation & Email: Hands-on experience with Klaviyo, HubSpot, Mailchimp, ActiveCampaign or Braze for lifecycle campaigns and automation.
  • Landing Page & CMS: WordPress, Webflow, HubSpot CMS, Unbounce — build and optimize landing pages with knowledge of HTML/CSS basics.
  • Data & SQL Basics: Ability to query datasets, join audience/customer tables and pull reports using SQL or BI tools (Looker, Tableau, Power BI).
  • Ad Tech & Programmatic Basics: Understanding of DSPs, DMPs, programmatic buying and remarketing strategies.
  • Creative Production Familiarity: Briefing creative teams, basic image/video editing knowledge or familiarity with tools like Canva, Photoshop or Premiere for rapid iterations.
  • Spreadsheet & Reporting Skills: Advanced Excel/Google Sheets, pivot tables, lookups, and data visualization best practices.

Soft Skills

  • Analytical mindset with a strong focus on data-driven decision making and clear metric ownership.
  • Excellent written and verbal communication for cross-functional collaboration and executive reporting.
  • Project management and prioritization skills: managing multiple channels, deadlines and stakeholders.
  • Curiosity and continuous learning attitude to stay current on platform changes and marketing innovations.
  • Creative problem-solving and experimentation mindset to iterate quickly and scale winners.
  • Attention to detail and process orientation to maintain tracking integrity and campaign hygiene.
  • Leadership and mentoring capability to develop junior talent and coordinate external partners.
  • Customer-centric thinking with ability to translate user insights into campaign improvements.
  • Adaptability and resilience in a fast-paced, results-driven environment.
  • Negotiation and vendor management skills.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree or equivalent practical experience in Marketing, Communications, Business, Economics, Computer Science, or a related field.

Preferred Education:

  • Bachelor’s or Master’s degree in Marketing, Digital Media, Data Analytics, Business Administration, or similar.
  • Relevant certifications (Google Ads/Search Certification, Google Analytics Individual Qualification, Facebook Blueprint, HubSpot Content/Email Certification).

Relevant Fields of Study:

  • Marketing
  • Digital Media / Communications
  • Data Analytics / Statistics
  • Business Administration / Economics
  • Computer Science / Web Development

Experience Requirements

Typical Experience Range:

  • 2–5 years for mid-level Internet Marketer roles; 5+ years for senior/performance-focused roles.

Preferred:

  • Demonstrable track record managing multi-channel acquisition programs with measurable outcomes (CAC, ROAS, conversion lift).
  • Experience in B2B SaaS, e‑commerce, marketplace or direct-to-consumer (DTC) environments depending on company vertical.
  • Proven experience with both paid and organic channels and end-to-end funnel optimization.
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