Leonie Gold, consultant at Henry Fox recruitment, on how to get a job in marketing at an online fashion brand.
Competition for these types of roles is tough, because more and more retailers understand the importance of their ecommerce and marketing strategy and the impact this has on driving sales and profit. This increased competition is driving brands to use innovative methods and new technologies to drive digital sales, enhance the online experience and to stay one step ahead of their competitors.
A fashion retailer is going to be looking for experience of working either in-house for a similar company or for an agency where you’ve had fashion retail clients. Evidence of working on a transactional website and being part of a team that has driven and increased online sales through an ecommerce marketing strategy will be essential at this level.
Some retailers will be looking for very broad professional experience from platform development through to trading optimisation. Thorough knowledge of email marketing, pay per click (PPC), search engine optimisation (SEO), customer relationship management (CRM) and social media, and keeping up to date with the latest developments in these areas is essential.
You must be results driven and analytical, able to analyse your own marketing strategies using web analytics programmes (such as Omniture, Coremetrics and Google Analytics) and also keep abreast of competitor activity.
Obtaining a good class degree in business and/or marketing, and doing internships both while at University and after, is imperative both to gain experience and show dedication to your chosen career.
Being fluent in other languages can also be an advantage, especially if the retailer is looking to expand the website offer into other countries.
Salaries for the ecommerce marketing manager roles range from £40,000 to £60,000, depending on the size of the company.