Key Responsibilities and Required Skills for Online Executive

🎯 Role Definition

The Online Executive is an operational and strategic role responsible for executing and optimizing a brand's online sales channels, digital marketing campaigns, and product listings across websites and marketplaces. This role focuses on driving traffic, conversion, and revenue growth through a combination of catalog management, SEO/SEM, paid social, marketplace operations, content optimization, analytics and cross-functional stakeholder coordination. The ideal candidate combines e-commerce platform experience (Shopify, Magento, Amazon Seller Central), data-driven decision-making (Google Analytics, conversion tracking), and strong operational execution to meet KPIs such as GMV, AOV, CVR, and retention.

📈 Career Progression

Typical Career Path

Entry Point From:

Digital Marketing Intern or Assistant
Content/SEO Executive
Sales or Customer Service Executive with marketplace exposure

Advancement To:

Senior Online Executive / E-commerce Specialist
E-commerce Manager / Marketplace Lead
Digital Marketing Manager / Performance Marketing Manager
Category Manager / Head of Online Sales

Lateral Moves:

Marketplace Operations Specialist
Performance Marketing or Paid Social Executive
Content & SEO Specialist

Core Responsibilities

Primary Functions

Own day-to-day management of online product catalogs across webstore and marketplaces (Amazon, Flipkart, eBay), including SKU creation, attribute mapping, image optimization, and compliance with platform listing policies to improve visibility and conversion.
Plan and execute end-to-end digital marketing campaigns (SEO, SEM, display, paid social) to drive qualified traffic, using tools such as Google Ads, Facebook Ads Manager, and programmatic platforms, while optimizing for CPL, CPA and ROAS.
Optimize product detail pages for search (on-site SEO and marketplace SEO) by performing keyword research, writing persuasive product copy and bullet points, and implementing title and backend keyword strategies to increase organic discoverability.
Monitor and report on daily/weekly/monthly sales, traffic, conversion rate (CVR), average order value (AOV) and return rates using Google Analytics, marketplace dashboards and internal BI tools; translate insights into prioritized action plans.
Execute price and promotion strategies including dynamic pricing, couponing, bundle offers, and time-bound deals in coordination with sales and finance to maximize margin and market share during peak sales events.
Manage marketplace advertising campaigns (sponsored products, sponsored brands, DSP) including bid management, keyword selection, negative keyword lists, and budget allocation to meet CPC and ACOS targets.
Coordinate inventory planning and replenishment with supply chain and vendors to prevent OOS (out of stock) situations; implement safety stock targets and demand forecasting inputs for peak seasons and promotions.
Design and implement A/B tests on product pages, promotional banners, and checkout flows to improve conversion rates, reduce cart abandonment and increase purchase velocity; document hypotheses, results and rollout plans.
Create and edit high-quality marketing assets (product images, lifestyle photos, videos, banner creatives) with the creative team or external vendors to meet platform image guidelines and improve CTR.
Execute email marketing and CRM campaigns using tools like Mailchimp, Klaviyo or platform-specific tools to nurture customers, run abandoned cart flows, and improve repeat purchase rates and customer lifetime value (CLV).
Manage customer feedback loops and reputation on online platforms by monitoring reviews, responding to customer queries, coordinating resolution with customer support and feeding product improvement requests back to product teams.
Implement tagging and tracking via Google Tag Manager and ensure accurate event capture (transactions, add-to-cart, pageviews) for granular performance measurement and attribution.
Drive marketplace account health and compliance by resolving policy violations, monitoring seller metrics (order defect rate, cancellation rate), and liaising with platform support to minimize penalties or delistings.
Build and maintain the promotional calendaring and go-to-market plan for launches, seasonal campaigns and marketplace flash sales; align marketing, inventory and logistics teams for timely execution.
Conduct competitor analysis and market research to identify pricing gaps, assortment opportunities and trends; recommend assortment expansion, private label opportunities, or bundle strategies.
Manage relationship with marketplace account managers, ad platform representatives and third-party agencies to negotiate ad credits, platform support and strategic promotions that lower CAC and enhance visibility.
Execute storefront and category merchandising including homepage rotations, category filters, and search facets to surface priority SKUs and improve on-site navigation and shopper experience.
Track and reconcile daily marketplace settlements, promotions and advertising spend; work with finance to ensure accurate invoicing, fee reconciliation and P&L visibility for online channels.
Drive process documentation, SOPs and training for catalog management, promotions setup and order-to-delivery workflows to scale operations and reduce onboarding time for new team members.
Lead root-cause analysis for customer complaints, returns or chargebacks and implement corrective actions to reduce return rates and protect margin integrity.
Analyze product performance to prioritize SKUs for growth, markdowns, dormancy removal or listing optimizations; create SKU rationalization recommendations based on velocity and profitability.
Assist in developing affiliate, influencer and partnership programs to expand brand reach, track partner performance and optimize CPA for acquisition channels.
Manage refunds, replacements and warranty-related service coordination with logistics and after-sales teams to ensure SLA compliance and positive customer experience.
Continuously evaluate new e-commerce technologies, plugins, analytics tools and third-party integrations to improve automation, personalization and operational efficiency.

Secondary Functions

Support ad-hoc reporting requests, exploratory analysis and dashboard updates to provide stakeholders with timely insights for strategic decisions.
Contribute to the organization's online channel strategy and roadmap by identifying automation opportunities, integration needs and platform upgrades.
Collaborate with merchandising, supply chain and finance teams to translate business objectives into channel-specific execution plans and operational requirements.
Participate in sprint planning and agile ceremonies when working with digital product or engineering teams to implement storefront or analytics improvements.
Provide training to sales, customer support and junior team members on marketplace operations, listing standards and promotional execution.

Required Skills & Competencies

Hard Skills (Technical)

E-commerce platform management: hands-on experience with Shopify, Magento, WooCommerce or similar CMS for product uploads, storefront edits and promotions.
Marketplace operations: proven experience with Amazon Seller Central / Vendor Central, Flipkart, eBay or other regional marketplaces including advertising and catalog compliance.
Paid media and performance marketing: campaign setup and optimization in Google Ads, Microsoft Ads, Facebook/Instagram Ads Manager; strong understanding of CPC, CPM, ROAS.
SEO & content optimization: keyword research, on-page optimization, schema/product structured data knowledge and experience optimizing listings for organic traffic.
Web analytics & tracking: Google Analytics (GA4 preferred), Google Tag Manager, event tracking and custom dimensions for e-commerce KPIs.
A/B testing and CRO tools: experience running experiments using Optimizely, Google Optimize, VWO or equivalent and interpreting statistical significance.
Email & CRM platforms: practical use of Mailchimp, Klaviyo, ActiveCampaign or platform CRM for lifecycle campaigns and automation workflows.
Data analysis & reporting: intermediate Excel skills (VLOOKUP, pivot tables), familiarity with SQL or BI tools (Tableau, Looker, Power BI) is a plus.
Basic HTML/CSS and image optimization skills for quick listing edits and creative optimization.
Pricing & promotional tools: experience with dynamic pricing engines, coupon management and promotion setup across channels.

Soft Skills

Strong analytical thinking with a data-driven mindset to prioritize experiments and identify growth levers.
Excellent written and verbal communication to coordinate cross-functional teams and craft persuasive product copy.
Attention to detail and accuracy when managing product data, pricing and promotional mechanics.
Time management and ability to multitask in a fast-paced, event-driven e-commerce calendar.
Problem-solving orientation with bias for testing and iterative improvement.
Stakeholder management and collaboration skills to align marketing, operations and vendor partners.
Customer-centric mindset with empathy for post-purchase experience and dispute resolution.
Adaptability and willingness to learn new platforms, tools and e-commerce trends quickly.

Education & Experience

Educational Background

Minimum Education:

Bachelor's degree in Marketing, Business, Commerce, Information Technology, or related field.

Preferred Education:

Bachelor's degree plus certification in Digital Marketing, E-commerce or Analytics (Google Analytics, Facebook Blueprint, HubSpot, etc.). MBA or postgraduate diploma in e-commerce is a plus.

Relevant Fields of Study:

Marketing / Digital Marketing
Business Administration / Commerce
Computer Science / Information Systems
Data Analytics / Statistics

Experience Requirements

Typical Experience Range:

1–4 years of hands-on experience in e-commerce operations, marketplace management, digital marketing or related online channels.

Preferred:

2–5+ years managing online stores or marketplace accounts with demonstrable results in driving sales growth, improving conversion and managing paid media campaigns. Experience with international marketplaces, large-scale catalog management (1000+ SKUs), and cross-functional coordination for promotions and peak events is highly desirable.