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Key Responsibilities and Required Skills for Web Marketing Supervisor

💰 $60,000 - $95,000

MarketingDigital MarketingWebSEOPPCAnalytics

🎯 Role Definition

As a Web Marketing Supervisor you will lead and execute web-focused digital marketing programs that drive traffic, conversions, and revenue across owned channels. You will manage paid media campaigns (PPC/SEM), on-site and off-site SEO, conversion rate optimization (CRO), content distribution, and analytics implementation. This hands-on role requires a blend of strategic planning, campaign execution, stakeholder management, and team coordination to optimize web performance and meet KPI targets such as organic traffic growth, lower cost-per-acquisition (CPA), improved conversion rates, and increased online revenue.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Digital Marketing Specialist / Coordinator with strong web and analytics experience
  • SEO Specialist or SEM/Paid Search Specialist transitioning into leadership
  • Content Marketing or E‑commerce Coordinator with campaign ownership

Advancement To:

  • Digital Marketing Manager / Head of Web Marketing
  • Director of Digital Marketing or Head of Acquisition
  • VP of Marketing or Head of E-commerce (for retail/e-commerce contexts)

Lateral Moves:

  • Content Marketing Manager or Content Strategy Lead
  • E-commerce Manager or Product Marketing Manager
  • Marketing Automation / CRM Manager

Core Responsibilities

Primary Functions

  • Develop, manage, and optimize multi-channel web marketing campaigns (SEO, SEM/PPC, display, social paid, and retargeting) to achieve quarterly and annual KPIs including traffic, leads, revenue, CPA, and ROAS.
  • Create and execute comprehensive on-page and technical SEO strategies (site architecture, crawlability, schema, canonicalization) to increase organic search visibility and keyword rankings.
  • Build and manage paid search campaigns across Google Ads and Microsoft Advertising, including keyword research, bidding strategies, ad copy A/B testing, audience segmentation, and budget pacing to maximize ROI.
  • Lead ongoing conversion rate optimization (CRO) initiatives using A/B and multivariate testing frameworks (Optimizely, VWO, Google Optimize), improving funnel conversion rates and landing page performance.
  • Implement and maintain web analytics and tracking (Google Analytics 4, Google Tag Manager, server-side tagging) to ensure accurate measurement of traffic sources, user behavior, and campaign performance.
  • Monitor, analyze, and report on channel and campaign performance through dashboards (Looker Studio, Tableau, Excel), providing actionable recommendations to stakeholders and senior leadership.
  • Manage relationships with external agencies, vendors, and freelancers for paid media, creative production, SEO audits, and technical SEO implementation to scale acquisition efforts.
  • Conduct comprehensive keyword research and competitive analysis using SEO/SEM tools (SEMrush, Ahrefs, Moz) to inform content strategy, paid media targeting, and landing page optimization.
  • Oversee content distribution strategy for web and landing pages, collaborating with content creators to align messaging for SEO, PPC landing pages, and conversion-focused copy.
  • Coordinate cross-functional work with product, design, engineering, and sales teams to prioritize web initiatives, align roadmaps, and execute site updates that support marketing goals.
  • Manage campaign budgets, forecasting, and monthly budget reconciliations to ensure efficient spend and strong channel performance, while identifying scale opportunities.
  • Execute customer journey mapping and audience segmentation to tailor web messaging and ad creatives for demand generation, lead nurturing, and retention.
  • Lead tagging strategy and data governance for marketing and conversion pixels, ensuring privacy compliance (GDPR/CCPA) and data integrity across analytics platforms.
  • Perform regular technical SEO audits and remediation planning (site speed, mobile optimization, structured data) working with engineering to reduce technical debt and improve search performance.
  • Design and implement email capture strategies, landing page funnels, and lead scoring integrations with CRM / marketing automation systems (HubSpot, Marketo, Salesforce Marketing Cloud).
  • Drive cross-channel testing roadmaps that combine onsite experiments with paid creative variations to identify high-impact lifts in acquisition and conversion metrics.
  • Mentor and supervise junior marketing specialists, providing training on analytics, ad platforms, SEO best practices, and campaign execution to build internal capabilities.
  • Prepare and present monthly and quarterly performance reviews for leadership, translating analytics into business insights, next steps, and prioritized action plans.
  • Maintain a competitive intelligence program tracking competitor keywords, paid placements, creative strategies, and content initiatives to protect and expand market share.
  • Define and document standard operating procedures (SOPs) for campaign launch, tracking, reporting, and optimization to ensure repeatable, scalable web marketing processes.
  • Lead site migration or redesign SEO and paid media strategy planning (redirects, indexation, paid landing page mapping) to preserve search equity and campaign continuity.
  • Optimize landing pages and campaign flows for mobile-first experiences, using heatmaps, session recordings (Hotjar, FullStory) and usability feedback to reduce friction and drop-offs.

Secondary Functions

  • Support ad-hoc reporting and exploratory analysis requests from leadership, sales, and product teams to inform short-term business decisions.
  • Contribute to the broader marketing strategy by identifying web channel opportunities and recommending budget reallocations based on performance.
  • Collaborate with data engineering and web development teams to translate tracking requirements into technical tickets and ensure timely implementation.
  • Participate in sprint planning and agile ceremonies when web marketing projects require coordinated development work.
  • Train and upskill internal stakeholders on basic analytics interpretation, campaign reporting, and SEO fundamentals to democratize performance literacy.
  • Maintain an updated marketing knowledge base (campaign playbooks, tag inventories, testing logs) to improve team onboarding and continuity.
  • Support brand and legal teams by reviewing ad creatives and landing pages for regulatory compliance and brand consistency.
  • Help coordinate seasonal promotions, product launches, and cross-channel activations to maximize web traffic and conversion opportunities.
  • Assist with CRM list hygiene, lead routing rules, and integration checks to ensure marketing-qualified leads (MQLs) convert smoothly to sales processes.
  • Act as a backup for ad account management during team absences to ensure campaigns remain on target and within budget.

Required Skills & Competencies

Hard Skills (Technical)

  • SEO: on-page optimization, technical SEO audits, structured data, site migrations, core web vitals optimization.
  • Paid Search (SEM/PPC): Google Ads, Microsoft Ads campaign setup, bidding strategies, shopping feeds, and search remarketing.
  • Analytics & Tagging: Google Analytics 4, Google Tag Manager, UTM strategy, event tracking, conversion attribution modeling.
  • CRO & Testing: A/B testing, multivariate testing, test hypothesis creation, experiment design, and statistical significance interpretation.
  • Tools & Platforms: SEMrush, Ahrefs, Moz, Screaming Frog, Hotjar/FullStory, Optimizely/VWO, Looker Studio, Tableau.
  • Marketing Automation & CRM: HubSpot, Marketo, Salesforce (Marketing Cloud), Pardot — lead capture, segmentation, and nurture workflows.
  • CMS & Web Basics: WordPress, Shopify, basic HTML/CSS knowledge to troubleshoot landing page issues and collaborate with developers.
  • Paid Social & Programmatic: Meta Ads Manager, LinkedIn Ads, native advertising platforms, and basic programmatic concepts.
  • Data Skills: Excel/Google Sheets advanced functions, SQL basics for ad-hoc queries, and comfort interpreting datasets to derive recommendations.
  • Copy & Creative Briefing: Ability to write and brief persuasive ad copy, landing page copy, and creative tests aligned to user intent and SEO.

Soft Skills

  • Analytical mindset with strong problem-solving skills; comfortable turning data into prioritized actions.
  • Project management and organization: able to run multiple campaigns, timelines, and cross-functional stakeholders.
  • Communication: clear written and verbal communication with leadership, creative teams, and external partners.
  • Leadership and mentorship: coaching junior staff, providing constructive feedback and career development.
  • Attention to detail: ensuring tracking accuracy, budget controls, and compliance with brand and legal requirements.
  • Collaboration: consensus-building across product, engineering, creative, and sales teams to deliver integrated campaigns.
  • Adaptability and initiative: quick to adjust strategies based on performance and emerging trends in digital marketing.
  • Strategic thinking: balancing short-term performance optimizations with long-term brand and SEO investments.
  • Time management: delivering high-quality execution under tight deadlines and shifting priorities.
  • Customer-centric mindset: designing campaigns and site experiences driven by user needs and conversion psychology.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Communications, Business Administration, Digital Media, or a related field.

Preferred Education:

  • Bachelor's or Master's degree in Marketing, Digital Marketing, Data Analytics, or MBA preferred.
  • Industry certifications (Google Ads, Google Analytics Individual Qualification, HubSpot, Facebook Blueprint) are highly desirable.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Business Administration
  • Digital Media / Web Development
  • Data Analytics / Statistics

Experience Requirements

Typical Experience Range: 3–6 years of progressive experience in web or digital marketing roles with demonstrable ownership of SEO, paid search, and analytics.

Preferred: 5+ years of hands-on web marketing experience, including 1–3 years managing or supervising team members, and proven success improving organic traffic, lowering CPA, and increasing conversion rates. Experience in e-commerce or B2B lead generation environments, platform migrations, and multi-market campaign management is a strong plus.

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