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If you currently work in marketing but are looking to make your next move, two positions likely on your radar are director of ecommerce and ecommerce marketing manager.
Learn about the day-to-day responsibilities, skills, and qualifications to become a director of ecommerce. You’ll also learn about how this role overlaps with the ecommerce marketing manager position.
A director of ecommerce is responsible for cross-functional collaboration to manage and direct all aspects of the ecommerce business, including:
A director of ecommerce orchestrates all aspects of the ecommerce strategy for a brand. This role combines sales, marketing, technology, and management expertise to develop a plan that delivers a superior brand and shopping experience for customers.
This role directs integrated campaigns to deliver increased conversion rates and overall order size, managing margin performance across a variety of product lines.
This person also plans and executes the ecommerce strategy, working cross-functionally with teams to ensure quality assurance (QA) and timely publishing of all web content.
This role manages the overall user experience, including site navigation, content development, sales checkout funnel, and promotional campaigns.
An ecommerce director builds and directs a team of ecommerce professionals that can effectively help develop and execute ecommerce solutions. This team should represent a variety of strengths to fulfill creative, analytical, technical, and logistical needs.
Likely roles to fill in a successful ecommerce team include the following, but, keep in mind, specific titles may vary:
A director of ecommerce owns and manages internet marketing solutions, social media integration, search engine optimization (SEO), and other monitoring methodologies and analytics.
This person also provides thought leadership, innovation, and process-optimization initiatives, such as implementing ecommerce software and other industry best practices and identifying new areas of ecommerce opportunities beyond current brand offering.
Becoming an ecommerce director requires some specific skills and qualifications. Candidates will not only have significant experience with ecommerce, but also in leading teams, creating strategies, interpreting data, and generating value.
An ecommerce director must have the following skills and qualifications:
If you’re currently an ecommerce executive, hopefully you’re on the path to becoming a director. To determine if this advancement is feasible for you or what you can do to get there, it’s important to highlight some skills and qualifications of a great ecommerce director.
A great ecommerce director:
If you see some similarities between your current role and what’s listed above, you may wonder if you’re ready to be a director, or if management would help sculpt your dream workday. Below are the main differences between the two roles.
An ecommerce director oversees the strategy and drives innovation at the brand. This role will likely require a director to:
An ecommerce marketing manager, on the other hand, oversees the tactical, day-to-day management of the digital shelf. This role will likely require a manager to:
As you can see, there are some similarities between the two roles. Oftentimes it comes down to experience — but don’t sell yourself short. Bring the same passion and energy you have for marketing products and services on the digital shelf to your interviews.
Maria is a Marketing Co-Op from Northeastern University, with a love of food, dogs, travel, and most importantly, learning about new trends in the tech space.
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