Web marketing manager: tasks, skills, training, salary and career development

The rise of digital marketing and the dominance of the internet as the main channel for communication and sales have transformed companies' marketing strategies. The need to master online marketing tools and techniques has led to the emergence of the profession of Web Marketing Manager. This professional is responsible for designing, implementing and analysing webmarketing campaigns to increase online visibility and sales. By optimising websites, managing social networks and analysing performance, the Web Marketing Manager plays an indispensable role in maximising return on investment and ensuring an effective and consistent online presence .

Job description of Web Marketing Manager

The Web Marketing Manager is a key player in the field of digital marketing, responsible for planning, implementing and analysing online marketing strategies. They manage advertising campaigns, optimise websites for search engine optimisation (SEO), oversee marketing activities on social networks and analyse data to improve marketing performance.

The Web Marketing Manager uses a variety of tools and techniques to achieve the company's objectives, including pay-per-click (PPC) campaigns, email marketing, content marketing and social media marketing. They often work with content creation teams, web developers and data analysts to ensure an integrated marketing strategy.

What is the role and remit of the Web Marketing Manager?

Developing the web marketing strategy

The Web Marketing Manager develops and implements the company's digital marketing strategy. They define objectives, identify targets and plan actions to increase online visibility and sales. He or she must also keep abreast of the latest trends and technologies in digital marketing to adapt and optimise existing strategies.

Managing digital campaigns

The Web Marketing Manager oversees the creation, management and optimisation of online advertising campaigns. This includes PPC campaigns, ads on social networks and banner ads. They are also responsible for optimising the advertising budget to maximise ROI.

Performance analysis and reporting

The Web Marketing Manager analyses campaign data to measure effectiveness and identify areas for improvement. They use web analysis tools such as Google Analytics to track performance, generate detailed reports and make recommendations based on the data. They must also present these reports to management to assess the progress and results of the strategies put in place.

SEO and content optimisation

The Web Marketing Manager works on optimising websites for search engines (SEO). They ensure that content is relevant, of high quality and optimised for relevant keywords. They also oversee the creation of marketing content, including blog posts, videos and infographics, to attract and engage visitors.

Managing social networks

The Web Marketing Manager oversees the company's presence on social networks. They plan and execute social media marketing strategies to increase engagement and brand awareness. They also monitor user interaction and feedback to adapt campaigns accordingly.

Tools and technologies used by the Web Marketing Manager

Technology tools are essential for Web Marketing Managers. Here are some of the main tools used:

Advertising campaign management tools

Tools such as Google Ads, Facebook Ads Manager and LinkedIn Campaign Manager are widely used to create, manage and optimise online advertising campaigns. They allow you to target specific audiences, measure ad performance and maximise return on investment (ROI).

Web analysis tools

Web analysis tools such as Google Analytics, SEMrush and Hotjar are essential for tracking website performance, understanding user behaviour and identifying opportunities for improvement. These tools help to measure the effectiveness of digital marketing strategies and adjust campaigns accordingly.

Email marketing platforms

Platforms such as MailChimp, Brevo and HubSpot Email Marketing are used to create, send and analyse email campaigns. They enable audiences to be segmented, messages to be personalised and open and conversion rates to be tracked, all of which contribute to more effective and targeted campaigns.

Project management tools

Project management tools such as Trello, Asana, Jira and Monday. com help to organise, track and manage the various stages of digital marketing projects. They allow you to plan tasks, define deadlines and collaborate effectively with internal teams and external service providers.

Marketing automation tools

Marketing automation tools such as Marketo, Pardot and ActiveCampaign are used to automate marketing processes such as lead generation, lead scoring and nurturing. They save time and improve the effectiveness of campaigns by personalising interactions with customers.

Search engine optimisation (SEO) tools

SEO tools such as Ahrefs, Moz and Screaming Frog are used to optimise websites for search engines. They can be used to analyse keywords, track rankings and identify content creation opportunities to improve online visibility.

Reporting and data visualisation tools

Reporting and data visualisation tools such as Tableau and Power BI are used to create detailed visual reports and interactive dashboards. They help to interpret data, track KPIs and present campaign results clearly and concisely to management.

What skills do you need to be a good Web Marketing Manager?

Professional skills:

• Mastery of digital marketing techniques (SEO, SEM, PPC, social media).
• Analytical skills to interpret data and adjust strategies.
• Knowledge of web analysis tools (Google Analytics, SEMrush).
• Project management and organisational skills .
• Expertise in content creation and management.

Personal skills:

• Communication skills to collaborate with internal and external teams.
• Creative spirit to develop innovative and attractive campaigns.
• Rigour and attention to detail to ensure accurate data and reporting.
• Adaptability to react quickly to market trends and technological changes.
• Leadership and team management to motivate and direct staff.

What are the current challenges facing a Web Marketing Manager?

Digitalisation and digital transformation

Technological developments mean that web marketing managers have to adapt to new digital platforms and analysis tools. Digitising marketing processes is a major challenge.

Managing financial risks and cyber security

With cyber attacks on the increase, securing user data and implementing robust internal control systems are priorities.

Regulatory compliance

Compliance with data protection regulations (such as the RGPD) requires constant monitoring and ongoing adaptation of practices.

How do I get to be a Web Marketing Manager?

Education and training

To become a Web Marketing Manager, you generally need a 5-year degree in marketing, communications, business or digital. The following courses are particularly popular:

• Master's degree in digital marketing.
• MBA in marketing.
• Business school diploma with a specialisation in digital marketing.

EM Normandie offers courses tailored to this profession, in particular the MSc International Marketing and Business Development. This course provides you with the skills you need in digital strategy, campaign management and data analysis, giving you all the preparation you need to become a successful Web Marketing Manager .

Professional experience

Significant experience in positions of responsibility in digital marketing is essential. Internships in marketing agencies or positions as digital marketing assistants are key steps towards becoming a Web Marketing Manager.

What are the career prospects for a Web Marketing Manager?

• Progression to the position of Marketing Director or Chief Marketing Officer (CMO).
• Opportunities in large companies, communications agencies or start-ups.
• Possibility of becoming a digital marketing consultant or setting up your own consultancy.
• Transition to digital strategist or digital transformation consultant.

What does a Web Marketing Manager earn?

The salary of a Web Marketing Manager varies according to experience, the size of the company and the sector of activity:

• Beginner: Gross annual salary (approx.): €35,000 - €45,000
• 2-5 years' experience: Gross annual salary (approx.): €45,000 - €60,000
• 5+ years' experience: Gross annual salary (approx.): €60,000 and more (with possible bonuses).

What kind of work does a Web Marketing Manager do?

A variety of employers:

Web Marketing Managers can work in a variety of organisations, including :

• Large companies and international groups.
• SMEs and start-ups.
• Marketing and communications agencies .
• Non-profit organisations and associations.

The nature of the job may vary slightly depending on the location and size of the company, with responsibilities ranging from managing small local campaigns to coordinating global marketing strategies involving several communication channels.

Main areas:

A Webmarketing Manager works in a number of sectors, including:

• E-commerce: Management of marketing strategies for online sales sites.
• Technology: Digital marketing for high-tech companies.
• Financial services: Promotion of online financial and banking products.
• Health and pharmaceuticals: Marketing campaigns for medical and pharmaceutical products.

These varied sectors offer many opportunities for Webmarketing Managers, depending on their skills and professional interests, allowing them to specialise in areas such as content marketing, social network management or SEO optimisation.

In summary

The job of Web Marketing Manager is essential for ensuring the visibility and performance of a company's digital strategies . As the central pillar of online marketing activities, the Web Marketing Manager plays a crucial role in increasing sales and building customer loyalty. Their ability to analyse data, optimise campaigns and manage content strategies is vital to the success and growth of online businesses.

The job of Web Marketing Manager is a high-level position requiring diversified skills and a great ability to manage strategic responsibilities. It's a dynamic role that offers opportunities for career growth and development, while playing a central role in the success and stability of companies' digital marketing strategies.