Those in an eCommerce Manager job will have the core responsibility over the digital platforms as its main online sales channel. They will have a considerable technical knowledge of the website and the possibilities and limitations that it has. They will have a responsibility for the marketing of those digital channels and create strategies that drive the maximum amount of traffic and conversion to acquisitions. Reporting into a Marketing Director or Head of Digital, depending on the size of the organisation, it is essentially a marketing sales role, using the website and the marketing channels to generate the maximum number of conversions with the budget they are given.
An eCommerce Manager holds quite a powerful role in the sales make-up of a company due to their detailed knowledge of the website, platform and digital channels. A solid working relationship with their seniors is necessary, as is commercial recognition especially if the portion of sales that is being driven becomes very significant. A good eCommerce Manager will always have their eye on their salary, bonus structure and any other acquisition target based incentives that may be on offer.