Understanding What A Career In Online Marketing Entails
Looking for or enhancing a career in online marketing
So if you’re looking for a career in online marketing or looking to get ahead in your current online marketing role, you’ll need to understand the roles, responsibilities and salaries that are out there. The salaries will vary according to industry, for example you are likely to earn more working in financial services and B2B organisations. Online retail, online travel and pure online players vary depending on the type and size of company. Many corporate clients that I recruit for recognise the need to get good quality candidate on board and as a result are prepared to offer good packages.
Understanding the different online roles
The main focus of online marketing jobs, fall roughly into acquisition and retention or loyalty. Depending on how a team is set up, you may have roles that focus on only one aspect such as PPC Managers, focusing on acquisition or Email Managers tasked with managing retention and loyalty schemes. The majority of online marketing roles cover a broad range of functions that often have dotted lines between acquisition and retention. Some roles also involve looking after part of or the entire website or micro-site, often crossing over with traditional Web Manager roles, but with a less technical focus.
Job title and career expectations within online and digital marketing
From my experience online marketing roles and salaries fall roughly into the following:
An entry level role and can also be described as; PPC Assistant, SEO Executive, Affiliate Assistant, Digital Assistant, Online Assistant, Online Acquisition Assistant, Email Marketing Assistant. Salaries anywhere from AÃ¯Â¿Â½15k up to AÃ¯Â¿Â½25k
A step up from an online marketing assistant role that usually involves working closely with the online or offline marketing manager. Other variations may include Digital Marketing Executive, PPC Executive, SEO Executive, Affiliate Executive, Online Advertising Executive, Partnership Executive, Online Acquisition Executive, Email Marketing Executive. Salaries could range from AÃ¯Â¿Â½25 – AÃ¯Â¿Â½30k
The role may be responsible for a small team or for a website and an online product. The types of roles also include Digital Marketing Manager, SEO & PPC Manager, Search Manager, Email Manager, Acquisition Manager, Retention & Loyalty Manager. Salaries at this level tend to vary more, usually ranging from AÃ¯Â¿Â½30 – AÃ¯Â¿Â½50k
• Head of online marketing
At this level, a role usually becomes more strategically responsible for spending a marketing budget across all online channels and will often manage a team of online marketing executives/managers. Variations include: Head of Online Marketing, Head of Marketing, Head of Digital Marketing, Head of Customer Acquisition, Head of Online Acquisition. You can expect a salary in the region of between AÃ¯Â¿Â½50- 70k
• Online marketing director
At this level, you are likely to be responsible for P&L for a website(s), online product and will usually oversee all marketing (acquisition and retention). It is not unusual at this level to include offline/multi-channel and customer services responsibility. Variations include Head of Online, Director of Online, Marketing Director, Director of Direct Sales, Online Sales Director. Salaries vary from AÃ¯Â¿Â½80k +.