If you are passionate about online behaviour, a career in digital marketing could suit you very well. This role is diverse with lots of room for progression and the ability to explore all avenues of digital marketing.

A career in eCommerce is broad and depending on your role, could involve some or all aspects of digital marketing. If you work for a small-to-medium sized business, you will likely manage all online marketing channels – such as SEO, PPC, social media, affiliate marketing, content, merchandising and trading of the site. In addition to analytics reporting and budget management. For a larger business, some areas might be outsourced to an agency, or handled by other members of the team in-house.

As a Digital Marketing Manager in eCommerce, you’ll be in charge of managing all digital channels related to the acquisition of a customer online. There are usually many options on offer, including SEO, PPC, social media and affiliate marketing. This could also extend to email marketing, which can often be a tool to aid customer retention. Certain channels may also be outsourced to an agency, or covered by other individuals in-house.

As an SEO/PPC/Affiliate/Social Media Executive in eCommerce, you will play a more junior role in the business, but depending on the requirements of a team, you could work on a manager or director level. Executives usually specialise on individual channels, running specific campaigns and report their progress to a senior manager.

Another role within eCommerce, a Digital Marketing Analyst will focus on understanding how the digital marketing channels are performing, and provide recommendations for their success. They will likely work with a software such as Google Analytics, and report their findings to specialists or senior members within the team.

Digital Marketing Executive
Digital Marketing Manager
Digital Acquisition Manager
Head of Digital Marketing
Digital Marketing Director
Digital Director
Career progression example
Digital Marketing Executive
Digital Marketing Manager
Head of Digital Marketing
Digital Marketing Director

We’ve outlined the latest salary benchmarks for eCommerce & Digital Marketing roles in the guides below:

eCommerce Salary Guide – South West

eCommerce Salary Guide – North England

eCommerce In-house Project Management Salary Guide – UK

eCommerce In-House Salary Guide – South West

eCommerce In-House Salary Guide – London & SE

eCommerce Agency AM & PM Salary Guide – UK

To succeed as an eCommerce & Digital Marketer, you should have a great understanding of website design, CMS management, copywriting, SEO, general digital marketing and customer behaviours.

To succeed as an eCommerce & Digital Marketer, you should have a great understanding of website design, CMS management, copywriting, SEO, general digital marketing and customer behaviours.

You will usually need a relevant foundation degree, diploma or higher within a relevant subject such a media studies, marketing, business studies, communications or PR.

Salary:

£22k – £27k

What They Do:

Supports digital marketing or eCommerce teams with product listings, content updates, website maintenance, campaign setup, and basic reporting.

Skills Needed:

• Basic knowledge of eCommerce platforms (Shopify, Magento, WooCommerce)
• SEO and on-page optimisation basics
• CMS management and product upload skills
• Google Analytics fundamentals
• Attention to detail and organisational skills

Salary:

£28k – £35k

What They Do:

Executes campaigns across multiple channels (email, social, paid, SEO) and manages online product categories, promotions, and merchandising.

Skills Needed:

• Email marketing platforms (Klaviyo, Dotdigital)
• Paid media basics (Google Ads, Meta Ads)
• SEO, copywriting and content creation
• UX and CRO fundamentals
• Web analytics and reporting

Salary:

£40k – £55k

What They Do:

Oversees online sales channels and multi-channel marketing strategy. Manages agencies or junior team members, sets KPIs, and optimises the user journey.

Skills Needed:

• Channel strategy and execution (SEO, paid media, CRM, social)
• eCommerce merchandising and site optimisation
• Data analysis and budget management
• Conversion rate optimisation (CRO)
• Managing suppliers and internal teams

Salary:

£55k – £70k

What They Do:

Drives growth through digital marketing and eCommerce strategy. Shapes testing programmes, owns large budgets, and aligns with business commercial goals.

Skills Needed:

• Advanced analytics (GA4, BI tools)
• Acquisition, retention, and lifecycle marketing
• eCommerce platform and tech stack ownership
• Leadership and strategic planning
• Agency and stakeholder management

Salary:

£70k – £90k

What They Do:

Owns digital revenue channels and the broader eCommerce and marketing strategy. Leads teams, drives innovation, and delivers growth targets.

Skills Needed:

• Multi-channel revenue strategy
• Team and budget leadership
• Tech stack and platform integration
• Forecasting, profitability and ROI management
• Executive-level communication

Salary:

£90k – £120k+

What They Do:

Sets enterprise-level digital strategy. Aligns online sales and marketing with business growth plans, oversees international roll-outs, and drives long-term brand positioning.

Skills Needed:

• Global digital strategy and transformation
• Commercial ownership and scaling experience
• High-level stakeholder management
• MarTech investment and data-driven innovation
• Board-level accountability and insight