MARKETING IN:
ECOMMERCE & RETAIL
Retail and eCommerce marketing is fast, detail-driven, and entirely performance-focused. The goal is simple: drive traffic, convert, and retain.
Success depends on influencing customer behaviour at every stage of the buying journey. Marketers in this space need strong instincts for digital platforms, testing, and commercial results.
ECOMMERCE & RETAIL
WHAT TO EXPECT
Marketing here is closely tied to revenue. Metrics like conversion rate, AOV, and CLV are standard, and reporting cycles are often daily or weekly. Channels include organic social, email, SMS, and influencer campaigns, but paid media is usually the biggest spend area. Paid search and social specialists focus on Meta Ads, Google Ads, Performance Max, and TikTok, often managing targeting, testing, copy, and spend across multiple platforms. The role spans both acquisition (ads, SEO, giveaways) and retention (flows, loyalty, upselling, and user-generated content), often managed by lean, multi-skilled teams.
MARKETING IN ECOMMERCE & RETAIL
This is a data-first environment. Marketers must be confident using analytics tools to test, measure, and optimise quickly. Paid advertising is not just about traffic, it is about efficiency and margin. Those managing campaigns need to understand CAC, ROAS, and the customer journey beyond the click. Search and performance marketers are expected to stay on top of algorithm changes, platform features, and competitor activity. Most brands operate full-funnel strategies that include viral tactics, high-converting landing pages, retargeting, and post-purchase flows.
ADVANTAGES OF WORKING IN THE SECTOR
Retail and eCommerce offers rapid feedback and clear accountability. If something works, you will know quickly - and if it doesn’t, you can fix it fast. It is an ideal sector for marketers who enjoy autonomy, commercial thinking, and measurable results. Search and paid media specialists build deep platform expertise and gain experience managing budgets, testing creative, and driving ROI. The fast pace and high visibility of performance make this a strong training ground for growth marketing, DTC leadership, or agency-side strategy roles.
SALARY INFO
Salaries vary depending on business size, spend levels, and performance responsibilities: Marketing or Digital Executive: £26,000 – £35,000 Paid Search / Performance Marketing Manager: £40,000 – £55,000 Head of Growth / eCommerce Lead: £60,000 – £80,000 Marketing Director or Performance Lead: £85,000+ Roles focused on paid media often include spend-based bonuses, especially in direct-to-consumer environments.
WHAT MAKES A GREAT MARKETER IN ECOMMERCE & RETAIL?
Top performers are data-literate, commercially minded, and hands-on with the tools that drive performance. Paid media specialists understand attribution, creative testing, and how to improve return without relying on discounts. They know how to brief and optimise creative, interpret audience signals, and scale winning strategies quickly. Strong marketers here move fast, think commercially, and are always looking for the next lever to pull.
MARKETING JOBS IN ECOMMERCE & RETAIL
Product Marketing
Bridging the gap between product, sales, and the market. Own messaging, positioning, feature launches, and often competitor intelligence.
Growth Marketing
Uses experimentation and data to drive acquisition, conversion, and often retention. Always testing.
Content Marketing
Create articles, guides, videos, and thought leadership to attract, nurture, and convert leads — and support product education.
Lifecycle CRM / Email Marketing
Own the post-signup or lead nurturing journey, onboarding, re-engagement, upsell, and renewal flows.
Brand Marketing & Comms
Shaping the perception of the business, sometimes includes PR, creative, design, tone of voice, and leadership visibility.
Demand Generation
Demand Generation, Create demand through targeted campaigns — working closely with Sales to generate qualified leads. ABM (account-based marketing)
Community & Advocacy Marketing (emerging)
Build trust and engagement via customer success stories, reviews, and customer-led content.
Big Title
Thinking About Hiring Marketing in Retail / Ecommerce?
