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Key Responsibilities and Required Skills for Web Marketing Coordinator

💰 $45,000 - $65,000

MarketingDigital MarketingE-commerceSEOPPC

🎯 Role Definition

The Web Marketing Coordinator drives online visibility, lead generation, and conversion through coordinated digital marketing activities. This role focuses on executing SEO, paid search (PPC), email and content campaigns, website optimizations, analytics reporting, and cross-functional campaign execution. The ideal candidate blends hands-on technical skills (CMS, Google Analytics, Google Ads, GTM) with strong communication and project management skills to support growth-oriented marketing programs and improve conversion rates across web channels.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Assistant or Marketing Intern with exposure to digital channels
  • Social Media Coordinator or Content Coordinator
  • E‑commerce or Customer Acquisition Specialist

Advancement To:

  • Digital Marketing Manager
  • SEO / SEM Manager
  • E‑commerce Manager or Growth Marketing Manager

Lateral Moves:

  • Content Strategist
  • Paid Media Specialist
  • Marketing Automation / Email Marketing Specialist

Core Responsibilities

Primary Functions

  • Plan, build and execute multi-channel web marketing campaigns (SEO, SEM/PPC, display, social paid and email) to acquire traffic, improve conversions and meet monthly/quarterly KPIs.
  • Manage day‑to‑day Google Ads account tasks including campaign creation, keyword research, bid adjustments, ad copy testing and budget pacing to maximize ROI.
  • Perform on-page and technical SEO audits, implement recommendations (meta tags, headings, schema, canonicalization) and coordinate fixes with development teams to improve organic rankings.
  • Conduct keyword research and competitor analysis using tools such as SEMrush, Ahrefs or Moz to define content priorities and paid search strategies.
  • Build, edit and publish web pages and landing pages in the CMS (e.g., WordPress, Shopify) including QA of layout, links, forms and mobile responsiveness.
  • Implement and maintain tag management (Google Tag Manager) and analytics tracking to ensure accurate measurement of sessions, events, goals and e-commerce transactions.
  • Develop and execute email marketing campaigns and automation workflows using tools such as HubSpot, Mailchimp or Klaviyo, including list segmentation, A/B tests and deliverability monitoring.
  • Monitor daily/weekly campaign performance and produce actionable reports and dashboards (Google Data Studio, Looker Studio, Excel) with recommendations to optimize spend and conversion.
  • Create and run A/B and multivariate tests on landing pages, CTAs and ad creatives to improve conversion rates and reduce cost per acquisition.
  • Coordinate creative production—brief designers and copywriters for banners, landing pages, email templates and ad creative—and ensure brand consistency across all web assets.
  • Maintain product listings and category pages for e-commerce sites, ensuring accurate product information, SEO‑friendly descriptions and optimized imagery.
  • Set up and manage retargeting audiences and lookalike segments on Google Ads, Facebook/Meta Ads and programmatic platforms to increase conversions and retention.
  • Liaise with external agencies and freelance specialists for specialized activities (technical SEO, paid media optimization, CRO) and manage deliverables and performance expectations.
  • Monitor competitor digital activity, share market intelligence with the marketing team and propose tactical responses to shifting search and ad trends.
  • Ensure all marketing activities comply with privacy regulations (GDPR, CCPA) and best practices for consent and data handling.
  • Troubleshoot website and campaign issues (broken links, form failures, tracking errors) and coordinate swift fixes with web developers and IT.
  • Support launch planning for new products, promotions and seasonal campaigns by coordinating landing pages, tracking setup, creative deadlines and campaign calendars.
  • Maintain and update the marketing calendar, prioritize requests, and manage timelines to ensure campaigns launch on schedule.
  • Analyze customer behavior and funnel performance using Google Analytics 4 and CRM data to identify friction points and opportunities for conversion lift.
  • Prepare executive-level performance summaries and present campaign results, insights and recommendations to marketing leadership and cross-functional stakeholders.
  • Assist in budget tracking for digital spend, reconcile invoices and track monthly campaign costs against forecast and ROI targets.
  • Implement and monitor on-site personalization and content recommendations when applicable to improve user engagement and repeat visits.
  • Document standard operating procedures for recurring digital processes, maintain a knowledge base of campaigns and runbooks for scaling marketing activity.

Secondary Functions

  • Support ad-hoc data requests and exploratory marketing analyses to uncover growth opportunities and inform strategy.
  • Contribute to the organization's digital marketing strategy and roadmap by proposing channel experiments and performance hypotheses.
  • Collaborate with product, sales and customer success teams to align web marketing initiatives with product launches, promotions and retention programs.
  • Participate in sprint planning and agile ceremonies when working with web development and UX teams to prioritize marketing-driven product work.
  • Assist in vendor evaluations and onboarding for marketing tools, CRO platforms, attribution providers and analytics solutions.
  • Help train junior staff and interns on campaign execution basics, CMS publishing and reporting processes.
  • Maintain a testing backlog and document experiment results to create institutional knowledge and improve future campaign outcomes.

Required Skills & Competencies

Hard Skills (Technical)

  • Search Engine Optimization (on-page, off-page, technical SEO) — ability to execute audits and implement improvements for organic growth.
  • Paid Search & SEM (Google Ads) — campaign setup, keyword bidding strategies, conversion tracking and performance optimization.
  • Web Analytics (Google Analytics 4) — event setup, funnel analysis, custom reports and e-commerce tracking.
  • Tag Management (Google Tag Manager) — implement and debug tags, events and triggers for accurate measurement.
  • Content Management Systems (WordPress, Shopify, Drupal) — page creation, templates, and basic troubleshooting.
  • Marketing Automation & Email Platforms (HubSpot, Mailchimp, Klaviyo) — build automated flows, segment audiences and optimize deliverability.
  • A/B testing and Conversion Rate Optimization (Optimizely, VWO, Google Optimize) — hypothesis building, test setup and interpretation.
  • Keyword research and SEO tools (SEMrush, Ahrefs, Moz) — competitive analysis and content gap identification.
  • Basic HTML/CSS and familiarity with responsive design — ability to make minor landing page edits and work with developers.
  • Paid Social Advertising (Facebook/Meta Ads Manager, LinkedIn Ads) — audience targeting, creative testing and budget management.
  • Reporting & Dashboards (Google Data Studio / Looker Studio, Excel, Sheets) — build executive and operational reporting.
  • Basic image editing and creative production familiarity (Adobe Photoshop, Canva) — prepare simple assets for campaigns.
  • CRM familiarity (Salesforce, HubSpot CRM) — align acquisition campaigns with lead management and lifecycle stages.
  • E-commerce platforms and product feed management (Shopify, Magento, Google Merchant Center) — optimize product discovery and shopping ads.

Soft Skills

  • Strong written and verbal communication — concise reporting, stakeholder updates and creative briefs.
  • Analytical mindset and data-driven decision making — convert analytics into actionable optimizations.
  • Project management and organizational skills — manage multiple campaigns, vendors and deadlines simultaneously.
  • Attention to detail — ensure tracking, creative and content accuracy prior to launch.
  • Collaboration and cross-functional teamwork — work effectively with design, development, sales and product teams.
  • Time management and prioritization — balance recurring tasks and experiment-driven work.
  • Problem-solving and troubleshooting — diagnose website, tracking and campaign issues under time constraints.
  • Adaptability and continuous learning — stay current with platform changes, search algorithm updates and industry best practices.
  • Customer-centric thinking — translate customer behavior data into improvements across the conversion funnel.
  • Presentation skills — present performance insights and rationale to team members and leadership.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree in Marketing, Communications, Business, Digital Media or a related field — or equivalent practical experience.

Preferred Education:

  • Bachelor’s degree with certifications such as Google Analytics Individual Qualification (GAIQ), Google Ads Search Certification, HubSpot Email/Inbound Certification, or relevant SEO training.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Business Administration
  • E-commerce / Digital Commerce
  • Data Analytics / Statistics
  • Computer Science / Web Development (beneficial for technical SEO)

Experience Requirements

Typical Experience Range: 1–4 years of hands-on digital marketing experience, with exposure to SEO, paid media, email marketing and analytics.

Preferred:

  • 2–5 years in a web/digital marketing role, ideally within an agency or fast-paced in-house marketing team.
  • Demonstrated experience managing Google Ads and SEO initiatives, running A/B tests and using Google Analytics for insights.
  • Experience working with CMS platforms, Google Tag Manager and marketing automation tools.
  • Strong portfolio of campaign results, case studies or documented experiments showing impact on traffic, leads or revenue.
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