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Key Responsibilities and Required Skills for Web Marketing Technician

💰 $35,000 - $55,000

MarketingDigital MarketingWebSEOSEMAnalytics

🎯 Role Definition

The Web Marketing Technician is a hands-on digital marketing specialist who implements, monitors, and optimizes web-based marketing programs to drive qualified traffic, increase conversions, and support revenue growth. This role blends technical SEO, paid search/support for SEM campaigns, analytics implementation and reporting, content coordination, and CRO tests. The ideal candidate is comfortable with tag management, tracking implementation, campaign setup across Google Ads and social platforms, and translating analytics into actionable recommendations.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Digital Marketing Assistant or Junior Digital Marketer
  • Marketing Coordinator or Communications Coordinator
  • Junior SEO Specialist or PPC Analyst

Advancement To:

  • Web Marketing Manager
  • Digital Marketing Manager or SEM Manager
  • E‑commerce Manager or Growth Marketing Manager
  • SEO Manager or Paid Media Lead

Lateral Moves:

  • Content Marketing Specialist
  • Paid Media / PPC Specialist
  • Email Marketing Specialist
  • UX/CRO Specialist

Core Responsibilities

Primary Functions

  • Implement, manage and optimize on‑site technical SEO activities including meta tags, schema markup, canonicalization, XML sitemaps, robots.txt, site speed recommendations, and crawl error remediation to improve organic visibility and SERP rankings.
  • Configure, launch and continuously optimize paid search campaigns across Google Ads (Search, Display, Shopping) and Microsoft Advertising, managing bids, keywords, ad copy, negative lists, extensions and budget pacing to maximize ROI and CPA targets.
  • Set up and maintain tracking and analytics using Google Analytics (GA4) and Google Tag Manager, ensuring accurate goal/event tracking, eCommerce measurement, cross-domain tracking and conversion attribution.
  • Conduct keyword research, competitor analysis and search landscape assessments to identify content and bidding opportunities that support organic and paid performance objectives.
  • Create, QA and publish web content in the CMS (WordPress, Drupal, Shopify), optimizing on-page elements (titles, headings, internal linking, image alt text) to support SEO and user experience.
  • Design, run and analyze A/B and multivariate tests on landing pages and conversion funnels using tools such as Google Optimize, Optimizely or VWO to increase conversion rates and average order value.
  • Monitor campaign and channel performance (SEO, SEM, social, email referrals) and prepare weekly and monthly performance reports with clear insights, trends, and prioritized recommendations for stakeholders.
  • Build and maintain automated dashboards and reporting (Looker Studio/Data Studio, Excel/Sheets, or BI tools) to surface KPIs like sessions, CPC, CTR, CR, ROAS and LTV/CAC.
  • Implement and manage remarketing and audience targeting strategies across display and social networks to nurture leads and reduce acquisition costs.
  • Collaborate with creative, content, product and web development teams to ensure technical feasibility and timely delivery of landing pages, promotional assets and tracking requirements.
  • Conduct site audits and provide prioritized technical and content recommendations to resolve issues affecting crawlability, indexability, and ranking potential.
  • Manage UTM tagging standards and campaign taxonomy to ensure clean traffic source data in analytics and accurate marketing attribution.
  • Maintain tag governance and troubleshooting for third‑party scripts, pixels (Facebook Pixel/Conversions API, LinkedIn Insight Tag), and consent management platforms to ensure compliance and data integrity.
  • Optimize email capture mechanics and on-site forms (validation, progressive profiling, inline errors) and A/B test lead magnets and CTAs to improve lead generation and form conversion rates.
  • Execute landing page production, including wireframing content layouts, applying SEO best practices, monitoring performance and iterating on copy and design based on metrics.
  • Perform ongoing competitor and industry research to identify emerging paid channels, keyword opportunities, and creative messaging to keep campaigns competitive.
  • Support budget planning and forecasting for paid search and display campaigns, recommending reallocations based on performance and business priorities.
  • Troubleshoot tracking discrepancies between platforms (ads platform vs analytics vs CRM) and implement solutions to improve data reconciliation and reporting confidence.
  • Lead post-campaign analyses and conversion funnel deep dives to identify leakage points and propose remediation such as UX tweaks, checkout improvements, or targeted re-engagement tactics.
  • Configure and optimize shopping feed/data feeds (for e-commerce clients), ensuring product attributes, pricing, availability and schema meet platform policies and maximize ad relevancy.
  • Maintain knowledge of algorithm updates, platform feature releases, and best practices for SEO, paid advertising, and analytics—and proactively apply learnings to current programs.
  • Produce clear SOPs, tagging guides, and knowledge transfer materials to scale marketing operations and support junior teammates.

Secondary Functions

  • Support ad-hoc data requests and exploratory analytics: pull, clean and interpret marketing datasets to answer tactical business questions.
  • Mentor and provide day-to-day guidance to interns or junior marketing technicians on campaign setup, tagging and reporting processes.
  • Assist in coordinating cross-functional launch activities for promotions, product releases and seasonal campaigns to ensure tracking and content readiness.
  • Participate in sprint planning and agile ceremonies when working with product or web development teams to prioritize marketing tech tasks.
  • Contribute to the organization's marketing roadmap and continuous improvement initiatives by surfacing automation and tooling opportunities (scripts, APIs, GA4 migrations).
  • Help maintain vendor relationships for ad tech, analytics, CMS or SEO tools and support procurement/renewal evaluations.
  • Monitor and assist with marketing compliance activities including cookie consent, CCPA/GDPR considerations and platform advertising policy adherence.

Required Skills & Competencies

Hard Skills (Technical)

  • Technical SEO: on‑page optimization, schema/structured data, site architecture, crawl management, XML sitemaps, hreflang basics.
  • Paid Search & Paid Social: Google Ads (Search, Display, Video), Microsoft Ads, Facebook/Instagram Ads, LinkedIn Ads campaign setup and optimization.
  • Web Analytics & Tagging: Google Analytics (GA4), Google Tag Manager, event tracking, conversions, and attribution modeling.
  • Conversion Rate Optimization (CRO): A/B testing, landing page optimization, funnel analysis, heatmaps, and session replay tools.
  • Content Management Systems: WordPress, Shopify, Drupal — content publishing, templating and SEO plugin management (Yoast/RankMath).
  • Data & Reporting: Excel/Google Sheets advanced functions, Looker Studio (Data Studio), basic SQL for marketing queries.
  • Ad Platforms & Tools: Familiarity with Google Merchant Center, Shopping Feeds, Bing Webmaster Tools, and DSP basics.
  • Marketing Automation & Email: Experience with email platforms (Mailchimp, Klaviyo, HubSpot) including segmentation and campaign tagging.
  • Tagging and Pixel Management: Facebook Pixel, LinkedIn Insight Tag, Conversion APIs, tag debugging and governance.
  • HTML/CSS basics: ability to edit landing page templates, troubleshoot rendering issues, and support quick front-end fixes.
  • API & Scripting awareness: understanding of APIs for automation and basic scripting (Google Ads scripts, Python basics) is a plus.
  • Accessibility & Performance: familiarity with page speed optimization techniques (Lighthouse recommendations) and basic accessibility best practices.

Soft Skills

  • Strong analytical mindset with attention to data accuracy and an ability to translate metrics into business actions.
  • Clear written and verbal communication skills for reporting results and coordinating with cross-functional teams.
  • Project and time management: ability to juggle multiple campaigns, deadlines and stakeholders in a fast-paced environment.
  • Problem solving and troubleshooting orientation: patient and methodical when diagnosing tracking or campaign issues.
  • Collaboration and stakeholder management: comfortable partnering with creative, product, sales and development teams.
  • Detail-oriented approach to QA for tags, tracking, ad copy, and landing pages.
  • Adaptability and continuous learning focus to stay current with platform changes and digital marketing trends.
  • Customer-focused attitude with an emphasis on understanding audience intent and user experience.
  • Initiative and ownership: proactively identify performance gaps and lead small experiments or optimizations.
  • Ethical judgment and data privacy awareness when handling user data and consent mechanisms.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Communications, Business, Information Systems, or comparable practical experience.

Preferred Education:

  • Bachelor's degree plus certificate(s) such as Google Ads Certification, Google Analytics/GA4 Certification, HubSpot Inbound, or courses in digital marketing/SEO.
  • Additional coursework or bootcamp in analytics, web development fundamentals, or e-commerce is a plus.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Business Administration
  • Computer Science / Information Systems
  • Data Analytics / Statistics

Experience Requirements

Typical Experience Range:

  • 1–3 years of hands-on experience in web marketing, SEO, paid media or digital analytics roles.

Preferred:

  • 2–5 years demonstrating ownership of web campaign execution, GA4/tagging implementation, paid search optimization and basic technical SEO. Experience in B2B or B2C e-commerce environments, marketing technology stacks, and campaign performance optimization is highly desirable.
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