Online Sales Manager Job Description

Online sales managers use websites, social media, and online marketing channels to increase sales and conversions, and to promote a business, product, or service. This involves managing and editing websites to maximize sales, coordinating campaigns and sales activities, and conducting market research. Online sales managers usually work full time during regular business hours, although additional evening or weekend work may be required to meet deadlines during busy periods or for specific projects. This job requires proficiency with online marketing channels, such as email, website advertising, and social media, as well as the ability to analyze data using programs such as Google Analytics.


Online Sales Manager Duties and Responsibilities

The type of organization an online sales manager works for will determine the exact duties they take on. Based on job listings we analyzed, an online sales manager’s duties typically involve:

Develop Innovative Sales Opportunities

Finding new ways to build and grow online sales is a primary task for online sales managers. They work with their team to find new ways to promote a product or service and create incentive plans to achieve marketing goals.

Work with Clients to Establish Goals

Online sales managers develop positive client relationships and work closely with clients to establish marketing goals and implement a strategy that meets their requirements. A key part of this is understanding the clients’ needs so that products can be tailored to them.

Make Sales Forecasts

Online sales managers observe market trends and online sales data to develop sales forecasts, which they use to build effective strategies.

Create Sales Reports

Online sales managers need to produce regular reports to highlight successes and failures and to showcase areas for improvement. This includes monitoring sales calls, new and closed sales, and any follow-up activities that may occur after a campaign has run.

Train Staff

Online sales managers oversee a marketing team. This part of their role involves hiring and training new and existing staff on the latest sales techniques, online trends, and software. They also ensure that all members of the sales team comply with company policies, procedures, and business regulations.


Online Sales Manager Skills and Qualifications

Online sales managers are great communicators and have strong leadership skills. They’re also able to analyze data to formulate effective digital strategies. Typically, employers require a bachelor’s degree in business, marketing, or a similar field, as well as the following abilities:

  • Analytical thinking – online sales managers utilize their knowledge of data and market trends to develop strategies, which requires good analytical skills
  • Computer skills – a thorough understanding of user search patterns, web editing techniques, and different software programs is key to this role
  • Teamwork – online sales managers work closely with their team and other departments to fulfill business goals, carry out campaigns, and improve the user’s web experience to increase sales and conversions
  • Attention to detail – online sales managers need great attention to detail to spot trends and important information in data and statistics, and to find areas where improvements could be made to maximize sales
  • Customer service – online sales managers need to be customer-focused and able to apply their knowledge of the organization’s target audience to business goals


Online Sales Manager Education and Training

The minimum requirement to become an online sales manager is a bachelor’s degree in marketing, business, or a similarly relevant field. Typically, employers prefer candidates to have some previous sales or marketing experience. They also favor applicants who demonstrate skill with web analytics software and market research programs.


Online Sales Manager Salary and Outlook

The median annual salary for online sales managers is nearly $123,000, according to the Bureau of Labor Statistics (BLS). Online sales managers in the 10th percentile earn around $57,000 annually, while the highest paid earn close to $208,000 a year, with commissions and bonuses making up a large proportion of this figure. The BLS predicts that this sector will grow by 7 percent through 2026.


Helpful Resources

We’ve collected some of the best resources to help you learn more about the online sales manager’s role:

Managing the Sales Pipeline: Building Consistency and Predictability in Sales – this book teaches readers how to develop a successful sales pipeline and how to improve the coverage of accounts for better results. From strategy to opportunities and metrics, it covers a variety of topics to help those in the industry perform better

Manager’s Guide to Online Marketing – with online marketing playing such a vital role in online sales and conversions, this book covers the broad spectrum of media in each campaign. From planning and executing digital outreach to web analytics and online strategies, it’s a comprehensive yet easy-to-follow guide

Mastering Market Analytics – in this book, author Robert Kozielski provides various ways of measuring marketing metrics and also highlights some common mistakes companies make. He details what effective marketing means for a company and how sales provide benefit for both the company and the customer

“25 Ways to Increase Online Sales” – Wordstream’s blog post on 25 ways to increase sales online is a useful way to develop new ideas for small and large businesses alike, whether the goal is to push physical products or digital services


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