The Web Marketing Manager takes charge of the online strategy of a company through internet support.


The Web Marketing Manager develops and manages a marketing budget while leading the marketing team. Its goal is to promote the company's website, increase its traffic and boost its online sales. He differs from the traditional marketing manager since he must define the marketing strategy based on the different digital channels, such as mobile or internet by using the different e-marketing levers (paid / SEM and natural / SEO, social media, affiliation , display…).

The campaign strategy he chooses will ask him to create an identity for the company (positioning), to make choices (to outsource or internalize certain operations), to analyze his campaign (study of the return on investment of these operations) and to optimize it.




The qualities required of a Web Marketing Manager are first of all based on business knowledge. He must have a taste for numbers and the analysis supported by quantitative studies will enable him to minimize business risks. Classic marketing skills (quantitative and qualitative studies) are as necessary as knowledge in the web (Tracking, knowledge of an SEO manager, SEM manager, CRM manager).

As an e-commerce Director, he will have to manage a team. He must have good listening skills and a real ability to communicate with his various interlocutors (from the customer to the various departments of the company). He must have, among other things, a sense of reality and must use strategy, responsiveness, creativity and rigor in what he undertakes.



The soft skills of a Web Marketing Manager are:

  • Agility
  • Analytical mind
  • Team spirit
  • Communication
  • Creativity
  • Rigor



As with all web professions, the paths can be very different. However, Web Marketing Managers generally come from bac +5 training:

  • The course leads to ESC in Marketing Masters with an e-commerce or internet specialization.
  • Schools also offer Specialized Masters in Web Marketing in work-study programs, such as the ESM-A school.



Several choices are available to the Web Marketing Manager:

  • It can evolve in all companies with a website or wishing to implement an internet strategy, as an SEM manager, e-commerce director or other.
  • He can join web agencies or online marketing consulting agencies.



Junior: 35-45 K € (0 to 3 years of experience)

Confirmed: 46-55 K € (4 to 8 years of experience)

Senior: 56-70 K € (8 years and over)

As a recruitment firm specializing in the French digital sector, we are a privileged witness of trends and salary developments in Marketing positions. Each year, we offer a Salary Study for Marketing professions.

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