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Key Responsibilities and Required Skills for Web Marketing Specialist

💰 $55,000 - $85,000

MarketingDigital MarketingWeb

🎯 Role Definition

The Web Marketing Specialist is a hands-on digital marketing professional responsible for driving website traffic, optimizing conversions, and executing integrated web campaigns across organic and paid channels. This role combines SEO, content strategy, paid search (PPC/SEM), analytics (GA4), email marketing, and CRO to increase qualified leads, improve user experience, and maximize return on ad spend (ROAS) across display, search, social, and owned channels.

Ideal candidates will have proven experience managing end-to-end web campaigns, strong analytical skills, familiarity with marketing automation and CMS platforms (e.g., WordPress, HubSpot), and a data-driven mindset to optimize acquisition and conversion funnels.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator or Marketing Assistant roles with digital responsibilities
  • SEO Specialist, PPC Specialist, or Content Marketing Coordinator
  • Recent graduates with internships in digital marketing or web analytics

Advancement To:

  • Senior Web Marketing Specialist
  • Digital Marketing Manager / Performance Marketing Manager
  • Growth Marketing Manager or Head of Growth
  • Director of Digital Marketing

Lateral Moves:

  • Content Marketing Strategist
  • SEO Manager / Organic Search Lead
  • Paid Media / PPC Specialist
  • Product Marketing Manager

Core Responsibilities

Primary Functions

  • Develop, execute, and optimize integrated web marketing strategies (SEO, SEM/PPC, display, social, email) to drive qualified traffic, improve lead generation, and increase online revenue while aligning with business KPIs such as CAC, LTV, and ROAS.
  • Plan and manage paid search campaigns across Google Ads and Microsoft Advertising, including keyword research, bidding strategy, ad creative development, conversion tracking, budget allocation, and ongoing bid optimization to maximize performance and reduce cost-per-acquisition (CPA).
  • Lead search engine optimization (SEO) initiatives: conduct on-page optimization, technical SEO audits, schema implementation, backlink analysis, and content gap analysis to improve organic visibility, keyword rankings, and organic traffic growth.
  • Implement and maintain analytics tracking in Google Analytics 4 (GA4) and Google Tag Manager, define events and conversion goals, validate data quality, and provide weekly/monthly performance reports tied to business objectives.
  • Execute conversion rate optimization (CRO) programs through hypothesis-driven A/B and multivariate testing using tools such as Google Optimize, Optimizely, or VWO; produce test roadmaps, create test variants, analyze test results, and scale winners.
  • Manage website content strategy and production in a CMS (e.g., WordPress, HubSpot CMS): coordinate with content writers, design UX-friendly landing pages, ensure content is optimized for search intent and conversions, and implement on-page SEO best practices.
  • Design and run lifecycle email marketing and nurture campaigns using marketing automation platforms (e.g., HubSpot, Marketo, Klaviyo) to improve lead nurturing, activation, retention, and revenue attribution.
  • Create and manage paid social campaigns on platforms like Meta (Facebook/Instagram), LinkedIn, Pinterest, and TikTok; craft audience segmentation, creative testing, and cross-channel attribution to improve reach and conversion.
  • Conduct audience research and segmentation using first- and zero-party data, build customer personas, and apply behavioral targeting and retargeting strategies to reduce drop-off and increase repeat engagement.
  • Optimize landing pages for mobile and desktop performance, working with designers and developers to improve page speed, accessibility, navigation, and UX patterns that directly impact conversion metrics.
  • Monitor and analyze campaign performance (impressions, CTR, CPC, conversion rate, revenue) and deliver actionable insights, executive summaries, and prioritized optimization plans to drive continuous improvement.
  • Implement and maintain UTM taxonomy and campaign tracking processes for consistent multi-channel attribution, ensuring the accuracy of marketing data and ROI analysis across channels.
  • Collaborate with product, sales, and engineering teams to align web marketing initiatives to product launches, feature releases, and sales enablement programs; create go-to-market (GTM) plans for new offerings.
  • Produce SEO-friendly, conversion-focused landing page copy, ad copy, and content briefs for blog posts, white papers, and resource pages to support organic and paid acquisition goals.
  • Manage third-party vendor relationships (ad agencies, SEO consultants, analytics providers) and evaluate performance against SLAs and deliverables to ensure marketing spends are efficient and results-driven.
  • Conduct competitive analysis, market research, and share-of-voice tracking to identify opportunities for growth, new channels, or messaging adjustments that improve positioning and traffic share.
  • Lead website migrations, redesigns, and technical SEO migration plans to preserve organic rankings and minimize traffic loss during site structure or domain changes.
  • Build and maintain dashboards and visualizations in tools like Google Data Studio (Looker Studio), Tableau, or Looker to present actionable KPIs to stakeholders and support data-driven decision-making.
  • Implement privacy-compliant tracking and consent management (e.g., CCPA, GDPR, cookieless strategies), ensuring analytics accuracy while respecting user privacy and regulatory requirements.
  • Create and enforce process documentation and playbooks for campaign setup, ad creative reviews, analytics tagging, and reporting to ensure scalable execution as the marketing function grows.
  • Train and mentor junior marketers or interns on best practices for SEO, paid media, analytics, copywriting, and CRO to elevate team capabilities and maintain high execution standards.
  • Set and monitor quarterly OKRs and SMART goals for web marketing initiatives, align metrics with revenue and growth targets, and present results to senior leadership with clear recommendations and next steps.
  • Troubleshoot tracking discrepancies and data anomalies by working closely with engineering to resolve issues relating to APIs, server-side tagging, or CRM integrations.
  • Manage budget forecasting and allocation for digital channels, run budget experiments, and recommend reallocation strategies based on performance and seasonality.

Secondary Functions

  • Conduct periodic technical audits and make prioritized recommendations to the development team to improve site architecture, mobile responsiveness, canonicalization, and crawlability.
  • Support cross-functional initiatives (product launches, partnership campaigns, events) with digital promotion plans and landing page development to ensure cohesive omnichannel experiences.
  • Provide ad-hoc analyses such as funnel deep dives, cohort analysis, and LTV/CAC modeling to support strategic planning and investor or board reporting.
  • Maintain a pulse on emerging channels, ad formats, and search algorithm updates; propose pilot tests and business cases for adoption when appropriate.
  • Assist with creative development by providing briefs, performance feedback, and iteration plans for banners, video creatives, and interactive media to maximize engagement and conversion.
  • Maintain documentation for tag management, data layer standards, and event naming conventions to ensure consistent measurement across campaigns and teams.

Required Skills & Competencies

Hard Skills (Technical)

  • Search Engine Optimization (SEO): keyword research, on-page SEO, technical SEO audits, schema markup, backlink strategy, and content optimization for organic growth.
  • Paid Search & SEM (PPC): Google Ads, Microsoft Advertising, search campaign architecture, bidding strategies, keyword match types, ad extensions, and performance optimization.
  • Web Analytics & Tagging: Google Analytics 4 (GA4), Google Tag Manager (GTM), event tracking, conversion measurement, and troubleshooting data quality issues.
  • Conversion Rate Optimization (CRO): A/B testing, multivariate testing, heatmaps, session recordings, and test hypothesis creation with statistical significance analysis.
  • Marketing Automation & Email Platforms: HubSpot, Marketo, Klaviyo, Mailchimp for automations, segmentation, nurture flows, and deliverability best practices.
  • Content Management Systems (CMS): WordPress, HubSpot CMS, or equivalent for landing page creation, on-page SEO, and content publishing workflows.
  • Paid Social & Display Advertising: Meta Ads Manager, LinkedIn Ads, TikTok Ads, programmatic display fundamentals, retargeting, and lookalike audience strategies.
  • Measurement & Reporting Tools: Google Data Studio / Looker Studio, Tableau, Excel / Google Sheets advanced formulas and pivot tables, data visualization best practices.
  • Basic HTML/CSS and familiarity with JavaScript concepts for implementing tracking and troubleshooting site issues.
  • CRM & Lead Management: Salesforce, HubSpot CRM integrations, lead scoring, inbound lead routing, and attribution mapping.
  • SQL or basic querying skills for pulling marketing datasets and performing ad-hoc analysis (preferred).
  • Creative & Copywriting Aptitude: ability to write compelling ad copy, CTAs, meta descriptions, and content briefs that convert and rank.
  • Privacy & Compliance Understanding: GDPR, CCPA, consent management platforms, and cookieless measurement strategies.

Soft Skills

  • Analytical Mindset: Comfortable interpreting data, generating insights, and turning them into prioritized actions that improve acquisition and conversion metrics.
  • Project Management: Strong planning, execution, and stakeholder management skills to coordinate cross-functional campaigns and site initiatives.
  • Communication: Clear verbal and written communication for presenting results, creating briefs, and aligning multiple stakeholders across product, design, and sales.
  • Problem-Solving: Proactive approach to diagnosing campaign issues, proposing tests, and iterating quickly based on outcomes.
  • Creativity and Growth Mindset: Willingness to test new channels, creative formats, and approaches to discover scalable growth opportunities.
  • Attention to Detail: Accuracy in tagging, reporting, ad setup, and quality assurance for campaigns and landing pages.
  • Time Management: Ability to juggle multiple concurrent projects, meet deadlines, and prioritize high-impact tasks.
  • Collaboration: Team player who partners effectively with designers, developers, content creators, and external agencies.
  • Customer-Centric Thinking: Deep empathy for user behavior and intent to shape messaging and UX that drives conversions.
  • Adaptability: Comfortable in fast-paced environments with shifting priorities and evolving measurement ecosystems.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Communications, Business Administration, Advertising, Information Systems, or a related field; equivalent work experience accepted.

Preferred Education:

  • Advanced degree (MBA or Master’s in Marketing/Analytics) or professional certifications such as Google Ads Certification, Google Analytics Individual Qualification (GA4), HubSpot Certification, or Facebook Blueprint.

Relevant Fields of Study:

  • Marketing
  • Digital Marketing / E-commerce
  • Communications
  • Business Administration
  • Data Analytics / Statistics
  • Computer Science (for tagging and technical SEO familiarity)

Experience Requirements

Typical Experience Range: 2–5 years of progressive experience in digital marketing roles with hands-on responsibility for SEO, paid search, analytics, and CRO.

Preferred:

  • 3+ years managing SEO and paid channels with measurable impact on traffic and revenue.
  • Demonstrated experience with GA4, GTM, Google Ads, and at least one marketing automation platform.
  • Proven track record of A/B testing, landing page optimization, and improving conversion metrics in SaaS, e-commerce, or B2B environments.
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