Online marketing manager
- This person's responsibilities include developing and executing a marketing strategy to increase online sales and traffic, and improving key metrics such as the visitor conversion rate and shopping cart abandonment, among others. He/she works to establish marketing strategies, build an online marketing team, and implement and manage affiliates, e-mail blasts, and search-engine marketing programs and campaigns. This person must also collaborate on the integration of marketing and advertising between stores and online sites to develop multichannel strategies and increase brand awareness, as well as build and maintain strategic partnerships. He/she works with internal teams to develop database marketing efforts and to create and implement promotional offers. Keeping current with the latest e-commerce trends and technology and keeping the website competitive in the online arena are musts. He/she is responsible for driving consumer research and analysis in order to increase sales and improve the customer's experience.
Historical Dictionary of the Fashion Industry. Francesca Sterlacci and Joanne Arbuckle.
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