MARKETING IN:
ECOMMERCE & RETAIL
Marketing is a central growth driver in retail and eCommerce businesses. From brand campaigns to trading-focused activity, marketing teams are expected to deliver both long-term visibility and short-term results.
Businesses operate at pace, with data, customer insight, and digital performance shaping every decision. Whether online-only, store-led, or omnichannel, marketing succeeds here when it combines creativity with commercial focus and can respond rapidly to changing demand, trends, and trading conditions.
MARKETING IN ECOMMERCE & RETAIL
ECOMMERCE & RETAIL
Industry Insights
KEY DYNAMICS
Commercial models are fast-moving and margin-sensitive
Retail and eCommerce businesses operate across a range of models, including:
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Direct-to-consumer: online or in-store purchases
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Marketplace and third-party selling (e.g. Amazon, eBay, wholesale platforms)
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Subscription or membership-based models
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Dropshipping or print-on-demand with low upfront inventory
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Omnichannel retail with store networks, apps, and digital sales integrations
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Marketing drives both brand and performance outcomes
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Brand marketing builds awareness, trust, and long-term customer loyalty, while performance marketing (e.g. paid search, email, CRM) is focused on immediate conversion and revenue. Both are closely monitored and linked to trading goals.
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Speed and responsiveness shape planning cycles
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Activity is often tied to seasonal peaks, promotional windows, and stock availability. Marketers must manage short lead times, adapt to real-time performance data, and coordinate campaigns across multiple channels and platforms.
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Measurement and optimisation are constant
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KPIs typically include traffic, conversion rate, ROAS, average order value, and customer lifetime value. Marketing teams work closely with product, merchandising, and trading functions to align messaging and commercial outcomes.
SECTOR CONTEXT
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Marketing works closely with trading, operations, and customer service to stay aligned on promotions, stock levels, and customer behaviour.
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The pace is fast. Campaigns are often reactive, tied to flash sales, new launches, or seasonal cycles.
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Testing and iteration are constant. Nothing stays static — creatives, copy, landing pages, and workflows are regularly reviewed and refined.
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Data informs everything. Past campaign performance, customer segmentation, and platform insights all shape strategy.
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Success depends on adaptability, attention to detail, and the ability to balance creative execution with real-time commercial priorities.
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.
MARKETING JOBS IN ECOMMERCE & RETAIL
A snapshot of the kinds of marketing roles shaping this sector. Not exhaustive, but a sense of what’s typical.
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.
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