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Online marketing manager skills for your resume and career

Updated January 8, 2025

3 min read

Quoted experts

Joe Moore Ph.D.,

Dr. Carrie Trimble

Below we've compiled a list of the most critical online marketing manager skills. We ranked the top skills for online marketing managers based on the percentage of resumes they appeared on. For example, 8.1% of online marketing manager resumes contained web traffic as a skill. Continue reading to find out what skills an online marketing manager needs to be successful in the workplace.

15 online marketing manager skills for your resume and career

1. Web Traffic

Here's how online marketing managers use web traffic:

Leveraged Google technologies to tie mobile web traffic to retail store traffic/sales to identify additional opportunities for investment.
Analyzed traffic data and communicated actionable strategies to increase web traffic and conversion.

2. Digital Marketing

Here's how online marketing managers use digital marketing:

Organized and initiated the overall day-to-day strategy, reporting and execution of digital marketing campaigns for clients.
Implemented a digital marketing strategy and digital marketing programs and campaigns using web and mobile technologies.

3. Marketing Campaigns

Here's how online marketing managers use marketing campaigns:

Designed, implemented, analyzed and reported on business intelligence to monitor effectiveness of marketing campaigns and functional changes.
Respond and monitor all queries/comments/posts on social platforms and integrating social media campaigns with broader marketing campaigns.

4. Search Engine Optimization

Here's how online marketing managers use search engine optimization:

Search Engine Optimization Management (SEO) - Development of SEO strategy for company website to increase traffic and improve rankings.
Manage the following online channels: Pay Per Click Advertising, Search Engine Optimization, Email, and Display Advertising.

5. Google Analytics

Here's how online marketing managers use google analytics:

Streamlined online marketing measurement/reporting in Google Analytics by identifying KPI's and developing dashboards based on business objectives.
Analyzed viewer demographics using Google Analytics, increasing views and engagement.

6. Email Campaigns

Email campaigns fall under the marketing efforts that involve contacting multiple recipients at a time. Email campaigns are the best way to reach subscribers and potential clients and give them relevant offers along with valuable content. It is also an effective way to strengthen the relationship with customers.

Here's how online marketing managers use email campaigns:

Implemented email click to conversion tracking on all EarthLink shopping cart products and designed web based reporting for marketing email campaigns.
Developed weekly email campaigns and managed the messaging, look/feel and subject line resulting in 15% increase in open rates.

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7. Email Marketing

Here's how online marketing managers use email marketing:

Encourage quality communications with customers through the execution and implementation of effective email marketing strategies.
Provided strategy for and implemented weekly email marketing blasts to drive event recognition and registration.

8. Paid Search

Paid search is a form of marketing that is done online on the result pages of search engines, also known as SERPS (Search Engine Result Pages). Renowned search engines like Google and Bing are famously practicing paid search. However, paid search is different from the conventional form of advertising and only requires customers to pay for each click that takes place.

Here's how online marketing managers use paid search:

Assisted clients in understanding the lifetime value of paid search leads through extensive modeling to optimize their lead acquisition strategy.
Manage online and offline to include Affiliate, Paid Search, Display, Print, TV, and radio media.

9. Content Strategy

Here's how online marketing managers use content strategy:

Developed and manage social media and content strategy.
Established LifeLock content strategy and developed a library of SEO-friendly consumer content for organic search efficiency and conversion rate improvement.

10. A/B

A/B is a type of testing that compares the original version, A, to a variants, B. There is normally some metric attached to the test that is then monitored to determine which variant, A or B, should be used after the experiment ends.

Here's how online marketing managers use a/b:

Collaborated with Harte Hanks and GSI Commerce matching versions against segment(s), A/B testing setup (10/10/80).
Measured campaign effectiveness to maximize ROI on a cost/conversion basis, while continually analyzing and refining online programs through A/B testing.

11. Google Adwords

Here's how online marketing managers use google adwords:

Developed expert level experience with Google AdWords, Google Shopping, Facebook Ads, LinkedIn Ads and Google Webmaster Tools.
Display: Managed all aspects of display advertising utilizing Google AdWords and in partnership with other Ad Networks.

12. Facebook

Here's how online marketing managers use facebook:

Shared social media responsibilities to gain exposure for key products and promotions on Facebook, Twitter, YouTube, and others.
Launched the Social Media campaigns for both Facebook and Twitter, driving subscribers to over 10,000 in less than 3 months.

13. ROI

Here's how online marketing managers use roi:

Generated marketing performance reports, provided analysis and executed on that analysis to ensure positive ROI where appropriate.
Integrated online performance metrics with operational metrics to better track ROI and financial returns of online/offline initiatives.

14. B Testing

Here's how online marketing managers use b testing:

Have grown leads to over 3,000 per campaign using Multi Variant Testing (AB testing).
Performed A/B testing of new execution strategies and communicate findings and recommendations.

15. PPC

Pay-per-click (also known as PPC) is a form of digital marketing where advertisers pay a fee every time someone clicks on one of their ads. Because of this, PPC works to buy visits to a site instead of attracting visitors organically. PPC is mostly used in search engine advertising, and it can be useful for all kinds of marketing campaign objectives, including brand awareness, lead generation, and sales.

Here's how online marketing managers use ppc:

Managed paid and unpaid SEO, SEM and PPC efforts, and oversaw group online presence and strategy across multiple brands.
Participated in the ongoing strategic management of all PPC and SEO campaigns for multiple vertical markets (B2B & B2C).

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What skills help Online Marketing Managers find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on online marketing manager resumes?

Joe Moore Ph.D.

Professor of Communication Program Coordinator, Digital Media Production, University of Central Missouri

Well, first I would strongly urge them to reconsider taking a gap year. If we are in a pandemic and go into another shutdown, where are you going to work? If you're thinking you'll just go to school at a community college and work on your gen eds, how are you going to do that if they are shut down, too? But, if they DO take a gap year, I would encourage students to work on their writing. That's the skill we see that students struggle with the most, and in talking with employers, it is the one skill that really sets applicants apart. And don't just "write". I mean, start a blog to write about your experiences, practice writing scripts, cover some news in your area, yes. But practice writing WELL. Go to https://owl.purdue.edu/ and do some writing lessons to practice proper grammar. Texting and emails have killed proper writing because it is not expected, but if you have good grammar, spelling, punctuation, and capitalization (basic writing skills) AND can tell a good story, just like that you've set yourself apart.

What soft skills should all online marketing managers possess?

Dr. Carrie Trimble

Associate Professor of Marketing, Millikin University

Communication skills and problem-solving top this list. When less is done face-to-face, businesses and their customers have new problems at hand and fewer communication methods at their disposal. Customers have also been dealing with a high level of stress for over a year now, so applicants who can empathetically, reliably, and efficiently communicate via e-mail and phone will rise to the top.

What hard/technical skills are most important for online marketing managers?

Dr. Carrie Trimble

Associate Professor of Marketing, Millikin University

Data analysis requires some basic math skills to calculate ratios or percentages and then understand what those metrics, like click-through rates, tell you. Because of remote work, the technical skills of setting up video conferencing and trouble-shooting your own WiFi network have increased importance.

What online marketing manager skills would you recommend for someone trying to advance their career?

Dr Rick Baldwin

Associate Professor of Practice, Prairie View A&M University

I would recommend students to develop their creativity, problem-solving, self-awareness, need assessment, and opportunity awareness skills. I would recommend that students should travel to both developing countries and underdeveloped countries in this gap year. Traveling to these countries will allow students an opportunity to see how needs and opportunities are being addressed in areas with resources and without resources.

What type of skills will young online marketing managers need?

Anne Balazs Ph.D.

Dean of College of Business, University of Toledo

As always, new graduates will need to remain in "learning mode" and be adaptable to the workplace. Their business school education prepares them with a skill set and a mindset for problem-solving that they will use throughout their career. So the ability to pick up new software and technology (like we all have recently with online platforms) is one necessary skill. The ability to communicate interpersonally and effectively remains a valuable skill. Further, the ability to communicate complex arguments and/or quantitative data takes time and practice to develop. An especially valuable skill is being able to recognize opportunities in the market i.e., what's next. It's a combination of art and science, using your analytical skills to see what's not there and how to address a future need creatively.

What technical skills for an online marketing manager stand out to employers?

Colette Hoption Ph.D.

Associate Professor of Management, Seattle University

Stand-out technical skills likely vary by field. For example, when working with big data, database management, and data mining and modeling would be extremely important. I also imagine that programming skills would be an asset. Thinking of my field (Management) in particular, here are some technical skills that I'd emphasize: writing skills, proficiency in using collaborative decision-making tools, project management, and familiarity with productivity trackers. Finally, in an earlier question I noted that organizations may embrace more remote work; in that situation, I can see how critical it will be for managers to show that they can effectively establish goals, rally enthusiasm, coach and mentor employees from a distance. A lesson the pandemic has taught many organizations is that forging human connections in remote work is a challenge, and those who have developed the skills to do this are invaluable.

Do you want to know more?

List of online marketing manager skills to add to your resume

The most important skills for an online marketing manager resume and required skills for an online marketing manager to have include:

Web Traffic
Digital Marketing
Marketing Campaigns
Search Engine Optimization
Google Analytics
Email Campaigns
Email Marketing
Paid Search
Content Strategy
A/B
Google Adwords
Facebook
ROI
B Testing
PPC
Web Analytics
Lead Generation

KPIs
CRM
Search Engine
Campaign Performance
Content Marketing
E-Commerce
Channel Marketing
Twitter
HTML
Customer Acquisition
Conversion Rates
CSS
Funnels
Instagram
Photoshop
Search Engine Marketing
Link Building

Keyword Research
YouTube
Web Content
Web Development
Affiliate Marketing
Omniture
Web Design
Content Management System
Press Releases
Media Planning
Content Development
Revenue Growth
Content Creation
Site Traffic
Creative Development

Updated January 8, 2025

Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Updated January 8, 2025

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