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Web marketing manager

The ​web marketing manager, also known as Marketing Director, has to set up, through an internet support, the online strategy of a company


The ​web marketing manager, also known as Marketing Director, has to set up, through an internet support, the online strategy of a company. He develops and manages a marketing budget and the marketing team. His goals are to increase the visibility of the company's website, increase its traffic and boost online sales.

His job differs from traditional marketing, he must define the marketing strategy based on the various digital channels, such as mobile or using various e-marketing channel (SEO fee / SEM and natural / SEO, social media, affiliate , display ...).

Working conditions

Web marketing manager is the link between IT teams, sales and marketing. Related to the marketing department, he is collaborating with several services (HR, Branch, Developers ...). He must implement an organization  to achieve its quantitative and qualitative goals, respecting the deadlines of the projects.

Required qualities

The required qualities to be a web marketing manager are mostly based on expertise. He must be data driven. Conventional marketing skills (quantitative and qualitative studies) are as necessary as knowledge in the web (Tracking, knowledge of a SEO manager, SEM manager, CRM manager).

As web marketing manager, he will have to manage a team. He must have listening skills and a real ability to communicate with its interlocutors ( from the customer to the company's various services). He must have, among others, the sense of reality and must use strategy, responsiveness, creativity and rigor in what he does.


The web marketing managers have usually a Master degree.
• The most common way to become a web marketing manager is to get a Marketing master with a specialization ecommerce or internet in a business school .
• Some schools also offer specialized web marketing Master with apprenticeship such as the school of the ESM-A.


Several choices are available for the Web marketing manager.
- He can work in every business that has a website or want to develop a strategy on the internet.
- He can join web agencies or consultancies in online marketing.


Voir l'étude des salaires 2020 des métiers webmarketing & sales d'Urban Linker.
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