As the title suggests, the head of online marketing is a person in charge of the online marketing department and responsible for overseeing its working to achieve various business and sales goals. The qualifications, responsibilities and goals of a person in this post vary. However goals may include ensuring more number of target customers come to know about the particular business, attracting customers and maintaining them and converting more number of customers into buyers. The head of online marketing should be able to create and direct a high performing team of marketers to achieve the required goals (often minimizing the customer acquisition costs given a number of customers).

Qualifications and Requirements

Some of the probable qualifications that a company looking to hire a head of online marketing manager would want are:

  • Considerable experience in B2C marketing and merchandising
  • Extensive understanding of e-commerce tools, channels and metrics
  • Proficiency in web-based, email and mobile product marketing strategies
  • Good comprehension of search, SEO (Search Engine Optimization) and SEM (Search Engine Marketing)
  • Leadership and management skills
  • Superior communication skills (oral and written)and capability to influence others
  • Strong analytic skills
  • High energy


Some of the possible responsibilities that a company in need of an online marketing manager would expect are:

  • Plan and manage SEO, SMO, display and affiliate channels
  • Study customer segmentation data and traffic metrics for key performance trends
  • Advocate for consistently quality customer-facing content, establishing voice, tone and marketing best practice by way of competitive analysis, multi-variant testing, customer feedback and so on
  • Define and be in charge of the marketing budget
  • Co-ordinate with HQ to share and execute best practices
  • Boost positive brand awareness
  • Optimize landing pages by way of A/B testing, focus groups and/or other means

A successful head of online marketing knows how to “test, measure and study” strategies in order to progressively increase performance metrics.