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Key Responsibilities and Required Skills for Web Marketing Manager

💰 $60,000 - $110,000

MarketingDigital MarketingWeb

🎯 Role Definition

The Web Marketing Manager is a results-driven marketer responsible for planning, executing and optimizing the company’s website-driven acquisition, engagement and conversion strategies. This role owns the digital marketing roadmap for the web channel, integrates SEO/SEM, paid media, content, and CRO to drive qualified traffic and measurable business outcomes, and partners closely with product, engineering, design and analytics teams to deliver high-impact site experiences.

Key keywords: Web Marketing Manager, website optimization, digital marketing, SEO, SEM, PPC, Google Analytics, conversion rate optimization, content strategy, marketing automation.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Digital Marketing Specialist with strong website experience
  • SEO Specialist or Search Marketing Analyst
  • Content Manager or Content Strategist

Advancement To:

  • Head of Digital Marketing / Head of Web Marketing
  • Director of Marketing or Director of Digital Channels
  • VP of Marketing or Growth Lead

Lateral Moves:

  • E-commerce Manager
  • Product Marketing Manager
  • Growth Marketing Manager

Core Responsibilities

Primary Functions

  • Develop and execute the annual and quarterly web marketing strategy that aligns website traffic, engagement and conversion goals with broader business KPIs; prioritize initiatives using impact vs. effort frameworks and maintain a living digital roadmap.
  • Own SEO strategy across technical SEO, on-page optimization, content strategy and link-building efforts; perform keyword research, content gap analysis and prioritized SEO fixes to increase organic visibility and qualified organic traffic.
  • Manage paid search and paid social campaigns (Google Ads, Microsoft Advertising, Meta, LinkedIn) for acquisition and retargeting; define audience segmentation, bidding strategies and creatives to maximize ROI and lower cost per acquisition.
  • Lead conversion rate optimization (CRO) programs including hypothesis-driven A/B and multivariate testing, landing page optimization, funnel analysis and qualitative/quantitative UX research to continuously increase conversion rates and average order value.
  • Drive website analytics and reporting using Google Analytics 4, Google Tag Manager and data visualization tools (Looker, Data Studio, Tableau) to measure channel performance, funnel drop-offs and campaign ROI; translate data into actionable recommendations for marketing and product teams.
  • Implement and manage tagging and tracking strategy (GTM, server-side tagging) to ensure accurate event capture for attribution, cohort analysis and marketing automation triggers.
  • Oversee content strategy for the website: working with content creators, SEO and product teams to plan editorial calendars, produce high-converting landing pages, product pages, help center articles and campaign microsites.
  • Collaborate with product, UX and engineering to prioritize and execute website feature updates, performance improvements, and accessibility enhancements; translate marketing requirements into user stories and acceptance criteria.
  • Manage marketing automation and lifecycle programs (HubSpot, Marketo, Klaviyo): design nurture flows, lead scoring, triggered emails and re-engagement sequences to improve retention and lifetime value.
  • Optimize site speed, mobile experience and technical performance in partnership with engineering; set performance SLAs and monitor Core Web Vitals and page load metrics to improve SEO and UX.
  • Create and manage the web channel budget including paid media spend, agency fees, tools and testing budget; forecast ROI and report on spend efficiency to senior leadership.
  • Build and maintain dashboards and weekly/monthly reporting cadences that synthesize performance across organic, paid, email and CRO channels and articulate recommendations and prioritization to stakeholders.
  • Partner with design and creative teams to produce data-driven landing page and creative assets; enforce brand and conversion best practices while iterating based on test results and analytics.
  • Own audience strategy for the site: develop personas, segmentation, targeting and personalization rules that improve engagement and conversion across first-time and returning visitors.
  • Lead vendor and agency relationships including paid media agencies, SEO consultants, CRO providers and analytics partners; manage SOWs, performance expectations and deliverable quality.
  • Conduct competitive and market research to inform web positioning, messaging, pricing experiments and campaign opportunities; present findings and recommended actions to product and marketing leadership.
  • Execute performance experiments focusing on funnel optimization, pricing tests, free trial variations, cross-sell/up-sell flows and checkout improvements; design experiments, measure results and operationalize winners.
  • Ensure compliance with privacy and regulatory requirements on the website (cookie consent, CCPA, GDPR); partner with legal and engineering to implement consent management and data governance controls.
  • Serve as the primary stakeholder for periodic website migrations, redesigns and CMS upgrades; lead discovery, QA, launch planning and post-launch validation to minimize traffic or SEO disruption.
  • Train and mentor junior digital marketing staff, cross-functional partners and external vendors on tracking best practices, SEO fundamentals, CRO methodologies and campaign optimization.
  • Communicate campaign and website performance to senior leadership through clear narratives, executive summaries and ROI-focused presentations that highlight wins, risks and next steps.
  • Drive continuous improvement by maintaining a prioritized backlog of site experiments, technical fixes and content initiatives; ensure measurable success criteria and rapid iteration cycles.

Secondary Functions

  • Support ad-hoc campaign requests and exploratory analysis to answer cross-functional digital questions and inform rapid go/no-go decisions.
  • Contribute to the organization’s broader digital marketing strategy and roadmap, offering web-first perspectives for omnichannel programs.
  • Collaborate with product managers and engineers to translate marketing needs into development stories and acceptance criteria for website projects.
  • Participate in sprint planning, QA and release reviews for marketing-related web updates and tag deployments.
  • Assist in vendor evaluations and tool selection by preparing requirements, testing proofs-of-concept and scoring vendor fit for SEO, CRO, analytics and automation needs.
  • Provide hands-on support for email campaigns, landing page builds and campaign QA when cross-functional bandwidth is limited.
  • Facilitate knowledge transfer by documenting standard operating procedures for tagging, analytics setup, campaign launch checklists and CRO test protocols.
  • Represent the marketing organization in cross-functional forums focused on customer onboarding, retention and product-led growth initiatives.

Required Skills & Competencies

Hard Skills (Technical)

  • Advanced knowledge of SEO (technical SEO, on-page optimization, schema, canonicalization, crawl management) and experience implementing SEO fixes and measuring organic growth.
  • Proficient with web analytics platforms, especially Google Analytics 4 (GA4); ability to configure events, build segments, funnels and interpret performance data for decision-making.
  • Strong experience with Google Tag Manager and tag management solutions for accurate event tracking and data layer design.
  • Hands-on experience managing paid search and paid social campaigns (Google Ads, Microsoft Advertising, Meta Ads Manager, LinkedIn Ads) including campaign structure, bidding and reporting.
  • Proficiency in conversion rate optimization tools and testing platforms (Optimizely, VWO, Google Optimize alternatives) and experimental design best practices.
  • Experience with CMS platforms (WordPress, Drupal, Contentful, Shopify) including page templates, SEO settings and content workflows.
  • Practical knowledge of HTML, CSS and basic JavaScript to troubleshoot landing pages and collaborate with front-end engineers.
  • Familiarity with marketing automation and CRM platforms (HubSpot, Marketo, Klaviyo, Salesforce) and designing lifecycle/email nurture flows.
  • Competent with SQL or the ability to query datasets to support attribution, cohort analysis and custom reporting.
  • Experience with data visualization tools (Looker, Google Data Studio, Tableau) to build dashboards and executive reporting.
  • Understanding of web performance metrics (Core Web Vitals), mobile optimization techniques and accessibility standards (WCAG).
  • Experience with A/B testing methodology, statistical significance, power analysis and test prioritization frameworks.
  • Hands-on experience managing budgets, forecasting media spend and optimizing ROAS and CPA metrics.

Soft Skills

  • Strong analytical mindset with the ability to translate quantitative data into strategic, prioritized marketing actions.
  • Excellent written and verbal communication skills for crafting campaign briefs, executive summaries and cross-functional documentation.
  • Proven aptitude for stakeholder management and influencing cross-functional teams without direct authority.
  • Project management skills with experience driving multi-week launches and coordinating across design, product and engineering teams.
  • Creative problem-solving and experimentation mindset; comfortable running fast tests and learning from failed experiments.
  • Detail-oriented and organized, capable of managing multiple campaigns, tests and reporting cadences simultaneously.
  • Leadership and mentoring ability to coach junior teammates and scale processes across the organization.
  • Business acumen and commercial focus: aligns digital tactics to revenue, retention and lifecycle objectives.
  • Adaptability and resilience in fast-moving digital environments; ability to pivot strategy based on performance data.
  • Customer empathy and user-centric thinking to prioritize UX improvements that drive measurable outcomes.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree in Marketing, Business, Communications, Advertising, Information Systems, or a related field.

Preferred Education:

  • Master’s degree in Marketing, MBA or related advanced degree.
  • Relevant professional certifications (Google Analytics Individual Qualification, Google Ads Certification, HubSpot, Certified Digital Marketing Professional).

Relevant Fields of Study:

  • Marketing
  • Communications
  • Business Administration
  • Computer Science / Information Systems (for technical web collaboration)
  • Data Analytics / Statistics

Experience Requirements

Typical Experience Range:

  • 3–7 years of progressive experience in digital marketing with at least 2 years directly owning website or web channel strategy.

Preferred:

  • 5+ years of experience with demonstrable ownership of website performance, SEO and paid media; experience managing teams or agencies and owning multi-channel digital budgets.
  • Experience in B2B SaaS, e-commerce or high-growth consumer brands is a plus.
  • Proven track record running SEO initiatives, CRO programs and paid campaigns that drove measurable acquisition, conversion and revenue improvements.
  • Familiarity with privacy regulations (GDPR, CCPA) and experience implementing cookie consent/consent management platforms.
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