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Job profile: Ecommerce manager

In today’s blog we’re heading over to our technology recruitment team, picking their brains about what working as an ecommerce manager is really like.

WHAT DOES AN ECOMMERCE MANAGER DO?

Ecommerce management is, fairly obviously, all about looking after a business’s online retail operation. But, also fairly obviously, this is a huge remit. So let’s drill down a little.

Ultimately, ecommerce managers aim to increase the volume and profitability of online sales. Part of this is about looking outside the business and driving customers in, through advertising, social media, direct marketing, merchandising and special offers and promotions.

Part of it is about working within the business, to maximise the efficacy of the website. What does the customer journey look like? What checkout processes are in place? What technologies are being used to handle online payment processing?

Because it is all about driving online sales, it an extremely measurable space to work in. You may be tracked on metrics including numbers of online visitors, average basket value, time spent on the website and more. But that’s not to say that ecommerce management is all about numbers – far from it. Building a creative, attractive and dynamic online proposition is all part of the game too.

It’s a varied, dynamic and exciting space to work in, with plenty of opportunities for progression.

WHAT ARE THE ESSENTIAL SKILLS?

Ecommerce managers vary hugely in terms of technical background. Some people arrive in these roles having worked in digital development or website design; they’ve built ecommerce websites and apps, and now they want to manage them.

Others come from a more marketing-focused background. Perhaps they started off as digital marketing executives, or even digital copywriting.

The point is that ecommerce managers, while they don’t necessarily need to be an expert in one over the other, do need to demonstrate a strong grasp both of the technology underpinning an ecommerce website, and the marketing strategies that drive people to, and through it. You’ll definitely need to be familiar with at least one major ecommerce platform – Magento is probably the one we hear requested the most, particularly at the SME level. You’ll also need to understand website analytics – Google Analytics is the best place to start – so that you can monitor online trends and make recommendations.

Ecommerce managers sit between technical and marketing divisions, and business senior leadership. They need exceptional communication skills in order to work between the two, explaining overall business objectives to the website development team, and making sense of statistics for the board. And of course, they need to be absolutely passionate about online retail.

Later on in your ecommerce management career, specific sector experience also becomes important, particularly in the competitive worlds of fashion, beauty and FMCG.

HOW MUCH DO THEY GET PAID?

Ecommerce managers tend to start on around £40k – but don’t forget that they will have already put in stints of time in more junior development, design or marketing roles. With experience, this can rise to around £70k, with the usual London premiums.

Large online businesses typically have several ecommerce managers focusing on difference specialisms, along with an overall head of ecommerce, who can command upwards of £100k, plus benefits. These are really senior roles that can also go along with a position on the board.

And since ecommerce management is such a measurable area, performance-related bonuses are common too.

Interested in learning more about a career as an Ecommerce Manager? Give our specialist technology recruitment team a call on 0161 714 0600, or email info@instinct.co.uk.