Key Responsibilities and Required Skills for Web Marketing Director

🎯 Role Definition

As the Web Marketing Director, you will lead the web marketing function—managing website strategy, SEO/SEM, paid and organic acquisition, UX optimisation, analytics, content marketing and cross‑functional coordination. You will ensure the web presence aligns with business goals, builds brand awareness, supports revenue pipelines, and delivers a seamless customer journey across digital channels. You will also manage web budgets, teams and digital resources to maximise ROI and business growth.

📈 Career Progression

Typical Career Path

Entry Point From:

Web Marketing Manager
Digital Marketing Lead (Web)
SEO/SEM Manager

Advancement To:

Vice President of Digital Marketing
Chief Digital Officer
Chief Marketing Officer

Lateral Moves:

Director of E‑commerce
Director of Growth Marketing
Director of Customer Experience (Digital)

Core Responsibilities

Primary Functions

Develop and implement a comprehensive web marketing strategy that drives site traffic, improves conversion rates, boosts online revenue and supports business objectives.
Oversee website development and optimisation: manage site architecture, UX design, mobile responsiveness, page performance and site analytics to ensure optimal user experience and commercial outcomes.
Lead SEO/SEM efforts: supervise keyword strategy, paid search campaigns, organic listings, link building and budget allocation to maximise visibility and ROI.
Direct digital media campaigns: manage paid social, display advertising, retargeting, affiliate and partnership marketing to drive acquisition and growth across web channels.
Implement advanced analytics and measurement frameworks: define KPIs, build dashboards, run cohort and funnel analyses, attribution modelling and deliver insight to leadership.
Align web marketing efforts with product, sales, customer success and offline channels to ensure a cohesive omni‑channel customer journey and maximise impact across touchpoints.
Manage the web marketing budget: allocate spend across channels, optimise media investment, track ROI and adjust strategies to meet business goals efficiently.
Oversee content strategy and web copy: ensure website content, landing pages, blogs, microsites and UX flows deliver value, align with brand voice and support SEO and conversion goals.
Lead A/B testing, multivariate experiments and optimisation of landing pages, conversion funnels and user flows to increase engagement, reduce bounce rate and improve conversion.
Supervise the website and digital technology stack: CMS governance, tag management, tracking infrastructure, third‑party integrations and vendor/agency relationships.
Monitor competitor digital activities, emerging platforms and web marketing innovations—recommend and implement new tactics and technologies to maintain competitive advantage.
Lead and mentor a web marketing team: define roles, set objectives, review performance, build capabilities and ensure alignment with broader marketing and business strategy.
Ensure website accessibility, compliance with data privacy (e.g., GDPR), security standards, digital advertising regulations and brand governance across web channels.
Oversee mobile web strategy, app marketing (if applicable), landing‑page optimisation for different devices and user segments to maximise reach and conversion.
Collaborate with IT and product teams to deliver web projects on time: migrations, redesigns, new feature releases, integrations and vendor management.
Define and manage key performance indicators for web marketing: traffic, session duration, conversion rate, retention, average order value, customer lifetime value and reinforce improvements.
Champion dashboards and reporting that translate web marketing performance into business impact: present to senior leadership, provide actionable insights, forecast web growth.
Develop strategic partnerships for web marketing: affiliate networks, content partners, influencer networks, referral programmes and platform integrations to amplify web presence.
Oversee web content and UX localisation and adaptation for global markets (if relevant): regional website versions, local SEO, market‑specific campaigns and distribution.
Drive process improvement in web marketing operations: streamline asset production, improve project management workflows, optimise campaign delivery timelines and enhance efficiency.
Foster a culture of experimentation and data‑driven optimisation within web marketing: encourage test‑and‑learn, iterate quickly and scale successful tactics.

Secondary Functions

Support ad‑hoc web marketing and digital analytics requests from business units and collaborate on exploratory research and web funnel investigations.
Contribute to the organisation’s digital roadmap by providing insight into user behaviour, web trends, channel performance and technology opportunities.
Work with product and service teams to translate user experience feedback and web analytics into product improvements, feature enhancements or new channel activations.
Participate in training initiatives, internal best‑practice sharing, vendor briefings and digital marketing community building within the company.

Required Skills & Competencies

Hard Skills (Technical)

Proven expertise in web marketing strategy: SEO, SEM/PPC, paid social, display advertising, conversion rate optimisation.
Advanced analytical skills: comfortable with Google Analytics, Adobe Analytics, tag‑management systems, attribution modelling and marketing dashboards.
Strong understanding of web technologies: CMS, tracking infrastructure, UX design principles, mobile optimisation and site performance.
Experience managing digital media budgets, monitoring ROI, allocating spend across channels and optimising campaign performance.
Proficiency in data‑driven experimentation: AB testing, funnel analysis, optimisation frameworks, user segmentation and cohort analysis.
Experience with landing‑page optimisation tools, conversion optimisation platforms, heat‑mapping and UX research.
Ability to manage web development and digital projects: vendor management, specifications, QA, launch coordination and cross‑functional collaboration.
Knowledge of digital content strategy: content architecture, copy optimisation, SEO‑friendly publishing, user engagement and storytelling for web.
Familiar with regulatory, accessibility and compliance standards: GDPR, ADA/ WCAG, digital privacy, cookie tracking and advertising compliance.
Ability to drive omnichannel integration: linking web, mobile, email, social, offline and partner channels into cohesive marketing experiences.

Soft Skills

Strategic mindset and vision: able to define web marketing goals aligned with business strategy and anticipate emerging digital trends.
Excellent communication and presentation skills: able to articulate web strategy, performance metrics and optimise decision‑making with senior leadership.
Leadership and team building: able to inspire, coach and develop team members, manage external agencies and foster a culture of performance.
Collaboration and cross‑functional influence: works effectively across marketing, product, sales, IT, analytics and operations.
Data‑driven decision making: uses insights, experimentation and metrics to guide web marketing strategy and optimisation.
Innovative and result‑oriented: creates new growth channels, tests novel tactics and focuses on measurable impact.
Time‑management and prioritisation: handles multiple digital projects, shifting priorities and tight deadlines with discipline.
Customer‑centric orientation: understands user behaviour, customer journeys and designs web experiences that deliver value and conversion.
Adaptability and resilience: thrives in a fast‑paced digital marketing environment, able to pivot strategies as needed.
Attention to detail and quality focus: ensures web marketing deliverables meet brand standards, performance expectations and high‑quality execution.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s degree in Marketing, Digital Media, Business Administration or a related field.

Preferred Education:

Master’s degree in Marketing, Digital Strategy, Business Administration or related domain.

Relevant Fields of Study:

Digital Marketing & Analytics
Web Strategy & UX Design
Business & Marketing Management
Data Science & Marketing Technology

Experience Requirements

Typical Experience Range:

7 to 10 years of experience in web marketing, digital strategy or online acquisition roles, preferably with leadership or director‑level responsibilities.

Preferred:

Proven track record in leading web marketing at scale: ownership of website, digital budget, conversion optimisation and cross‑functional delivery of growth via web channels.

Key Responsibilities and Required Skills for Web Marketing Director