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Key Responsibilities and Required Skills for Web Marketing Officer

💰 $40,000 - $70,000

MarketingDigital MarketingWebSEOSEMContent

🎯 Role Definition

The Web Marketing Officer is a results-driven digital marketer responsible for planning, executing and optimizing an organization’s web and online marketing channels to increase qualified traffic, engagement and conversions. This role blends strategic channel planning (SEO, SEM, social, email), hands-on execution (CMS, landing pages, paid search), performance analytics (GA4, dashboards, A/B testing) and cross-functional coordination with design, development and sales teams to meet acquisition and revenue targets.

Key SEO / LLM / recruiter keywords: web marketing officer, digital marketing, SEO, SEM, paid search, content marketing, conversion rate optimization (CRO), Google Analytics 4, marketing automation, CMS, landing page optimization.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Digital Marketing Executive / Coordinator
  • SEO Specialist or SEM/PPC Specialist
  • Content Marketing Specialist or Junior Web Analyst

Advancement To:

  • Senior Web Marketing Officer / Digital Marketing Manager
  • Performance Marketing Manager or Head of Digital
  • Growth Marketing Manager or Director of Acquisition

Lateral Moves:

  • SEO Manager
  • Paid Media Manager
  • Content Strategy Lead
  • Marketing Automation / CRM Specialist

Core Responsibilities

Primary Functions

  • Develop and execute an integrated web marketing plan that includes SEO, paid search (Google Ads, Microsoft Ads), social paid campaigns, email marketing, content strategy, and CRO to meet monthly and quarterly acquisition and conversion goals.
  • Own website content strategy and governance: plan editorial calendars, manage CMS publishing (WordPress/Drupal/Shopify), ensure content is optimized for search intent, and maintain consistency across landing pages and product pages.
  • Create, manage and optimize paid search campaigns (keyword research, bidding strategy, ad copy testing, remarketing) to maximize ROI and lower customer acquisition cost (CAC).
  • Conduct technical SEO audits and drive remediation with development teams: fix crawlability, indexability, structured data (schema), canonicalization, hreflang, robots.txt, sitemap, and site speed issues.
  • Perform comprehensive keyword research and competitive analysis to identify content and product opportunities that drive organic visibility and traffic growth.
  • Implement on-page and off-page SEO tactics including meta tags, header optimization, internal linking strategy, content optimization, and partner outreach for link-building initiatives.
  • Configure, maintain and analyze Google Analytics 4 (GA4), Google Tag Manager and server-side tagging; define events, conversions and enhanced e-commerce tracking to measure user journeys accurately.
  • Build and maintain marketing dashboards and weekly/monthly performance reports using Google Data Studio / Looker / Tableau to communicate traffic, engagement and conversion metrics to stakeholders.
  • Plan and execute A/B and multivariate testing on landing pages, CTAs, forms and checkout flows using Optimizely, VWO, Google Optimize or similar tools to improve conversion rates and reduce friction.
  • Oversee email marketing and marketing automation workflows: list segmentation, nurture campaigns, triggered emails, and performance optimization in HubSpot, Mailchimp, Klaviyo or similar platforms.
  • Manage cross-channel campaigns by coordinating creative briefs with design, front-end tasks with developers, and delivery timelines with product and sales teams.
  • Create persuasive ad copy, landing pages and content pieces geared toward different funnel stages (awareness, consideration, decision) and track lift across channels.
  • Monitor and optimize on-site UX signals (bounce rate, time on page, page load performance) and collaborate with UX designers to implement improvements that increase engagement and conversions.
  • Develop and manage campaign budgets, forecast spend, and report on ROI by channel to ensure efficient allocation and scale high-performing tactics.
  • Execute local SEO and Google Business Profile optimization for multi-location businesses, including citation management and review strategies.
  • Implement and govern tagging and tracking strategy to ensure clean, reliable data across marketing and analytics platforms for accurate attribution.
  • Lead audience and persona definition using first-party data, behavior signals and analytics segments to improve targeting across paid and owned channels.
  • Produce and optimize content for search intent and featured snippets, including structured content, long-form guides, FAQs, schema markup and rich media optimization.
  • Oversee affiliate, influencer and partner campaigns that drive referral traffic and measurable leads; set performance KPIs and monitor compliance.
  • Maintain compliance with privacy laws and policies (GDPR, CCPA) for tracking, cookies, consent banners and email marketing best practices.
  • Stay current with search algorithm updates, paid media platform changes and digital marketing trends; translate insights into tactical changes to protect and grow traffic.
  • Conduct post-campaign and cohort analyses to identify lifetime value (LTV), retention trends and opportunities to increase customer lifetime revenue.
  • Train and mentor junior marketers and external agencies, set standards for best practices in SEO, content and paid media execution.

Secondary Functions

  • Support ad-hoc data requests and exploratory analysis to answer marketing performance and product questions.
  • Contribute to the organization’s digital strategy and roadmap by proposing new channel tests and optimizations informed by data.
  • Collaborate with product management and engineering to translate marketing requirements (tracking, page templates, site changes) into technical tasks and user stories.
  • Participate in sprint planning and agile ceremonies to prioritize marketing-related development work and reporting features.
  • Manage relationships with external vendors and agencies to scale campaign execution while ensuring consistency with brand and performance KPIs.
  • Prepare investor or executive-level summaries of channel performance and strategic plans when needed.
  • Assist the sales team with landing page assets, lead forms, and campaign assets to improve lead quality and handover processes.

Required Skills & Competencies

Hard Skills (Technical)

  • Search Engine Optimization (SEO): technical SEO audits, on-page and off-page SEO, schema markup, link-building strategies.
  • Paid Search / SEM: Google Ads and Microsoft Ads management, keyword bidding strategies, shopping campaigns and remarketing.
  • Analytics & Tagging: Google Analytics 4 (GA4), Google Tag Manager, event and conversion mapping, UTM strategy, dataLayer implementation.
  • Conversion Rate Optimization (CRO): A/B testing methodology, hypothesis-driven experiments, experience with Optimizely/VWO/Google Optimize.
  • Content Management Systems (CMS): WordPress, Drupal, Shopify or similar; ability to edit templates, manage redirects and optimize content.
  • Marketing Automation & Email: HubSpot, Marketo, Klaviyo, Mailchimp; workflow creation, segmentation, deliverability best practices.
  • Technical familiarity with HTML/CSS and basic JavaScript to troubleshoot front-end issues and collaborate with developers.
  • SEO and research tools: SEMrush, Ahrefs, Moz, Screaming Frog, DeepCrawl and keyword research tools.
  • Dashboards & Reporting: Google Data Studio / Looker / Tableau skills to build executive and tactical reports.
  • Tagging & Consent: Cookie consent management, privacy-first tracking approaches and knowledge of GDPR/CCPA implications on marketing.
  • Paid Social Basics: Campaign setup and targeting on Facebook/Instagram, LinkedIn and other platforms; creative testing.
  • CRM & Lead Management: HubSpot, Salesforce or other CRM experience to align acquisition with lead scoring and handoffs.

Soft Skills

  • Analytical mindset with strong data literacy; able to translate numbers into strategic recommendations and clear action plans.
  • Excellent written and verbal communication; able to prepare concise reports, persuasive briefs and stakeholder updates.
  • Project management and prioritization; experienced in managing multiple campaigns and deadlines with cross-functional teams.
  • Problem-solving orientation; comfortable diagnosing performance issues and iterating quickly on solutions.
  • Collaboration and stakeholder management; ability to influence engineering, design and sales without formal authority.
  • Creativity in content ideation and campaign messaging that speaks to target audiences and boosts engagement.
  • Attention to detail for tracking implementation, QA of pages and campaign setup to avoid data loss or budget waste.
  • Adaptability and curiosity to learn new channels, platforms and measurement techniques as the digital landscape evolves.
  • Leadership and mentoring capability to develop junior marketing talent and coordinate external agencies.
  • Time management and accountability for delivering against KPIs and business objectives.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree in Marketing, Communications, Business, Information Systems, or a related field (or equivalent practical experience).

Preferred Education:

  • Bachelor’s or Master’s degree in Marketing, Digital Media, Business Analytics, or similar; professional certifications such as Google Analytics Individual Qualification (GAIQ / GA4), Google Ads certification, HubSpot Inbound, or SEO training.

Relevant Fields of Study:

  • Marketing, Digital Marketing, Communications
  • Business Administration or Management
  • Computer Science / Information Systems (for technical SEO familiarity)
  • Data Analytics / Statistics

Experience Requirements

Typical Experience Range:

  • 2–5 years of progressive experience in digital marketing, with direct experience managing web channels, SEO, paid search and analytics.

Preferred:

  • 3–5+ years experience as a Web Marketing Officer, Digital Marketing Specialist, SEO/SEM Specialist or Performance Marketing role in B2B or B2C contexts; demonstrated track record of improving organic traffic, lowering CAC and increasing conversion rates.
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