Alexandra Marcu, marketing director la Avangate

Avangate are legaturi pe mai multe planuri cu magazine online, atat din tara cat si din strainatate, si Alexandra Marcu se afla in prima linie in aceste relatii.

„Joburile in marketing sunt foarte vizibile si probabil ca multa lume se indreapta intr-acolo, fiind si mai accesibile decat altele. Sunt foarte interesante si cautate pozitiile de analisti de site, de produs, de procese – ceva mai greu de invatat, dar foarte valoroase pentru business-urile online. Concret, cautate ca si aptitudini sunt cele legate de marketing (promovare), user experience design / conversion rate optimization in eCommerce, dar si cele cu aplicabilitate in dezvoltarea de aplicatii software”, subliniaza ea.

In afara de straduinta de a aduce vizitatori catre magazinele online sau aplicatii, atentia este si spre a converti acesti vizitatori in clienti care revin si recomanda si altora. Iar aici intelegerea datelor prin analizare, abilitatea de a experimenta cu A/B testing si a propune solutii care sa fie usor de inteles si cu rezultate pozitive sunt cateva dintre asteptarile pentru un astfel de rol.

„Daca mergem cu detalierea mai departe, am putea numi cele mai cautate functii in eCommerce si Marketing (doua dintre instrumentele care pot ajuta cu informatii in directia asta sunt LinkedIn Job Search – android ap si Inbound.org Jobs http://inbound.org/jobs) pe care le-am observat in ultima vreme si care se vor cauta din ce in ce mai mult si in viitor (unde apare manager si echivalentul de specialist, desigur). “Mentionez si instrumentele care sunt foarte utile fiecarui rol in parte".

Marketing

• Online Marketing Manager / Digital Marketing Manager - Google Analytics, Google Webmaster Tools, Moz Suite, BuzzSumo, Topsy, Deeperweb, SEmRush, Spyfu, Optimizely, Google Adwords, Bing, Hootsuite, Sproutsocial, Fresh Web Explorer, Buffer, URL Builder, URL shorteners, Similarweb, Quora, Reddit
• SEO Manager / Search Marketing Manager - Moz Suite (Open Site Explorer, Rank Checker, Keyword Difficulty Tool, Page Analysis), Google Analytics, Google Webmaster Tools, SemRush, Spyfu, Google Keyword Planner, Ubersuggest, Deeperweb, Screamingfrog, Similarweb
• Digital Marketing Strategist - Google Analytics, Google Webmaster Tools, Moz Suite, BuzzSumo, Topsy, Deeperweb, SEmRush, Spyfu, Optimizely, Google Adwords, Bing, Hootsuite, Sproutsocial, Fresh Web Explorer, Buffer, URL Builder, URL shorteners, Similarweb, Quora, Reddit
• Social Media Strategist / Manager pentru numeroase instrumente, inclusiv pentru monitorizare si interactiune: Hootsuite, Sproutsocial, Topsy, Deeperweb, Buzzsumo, Followerwonk, Buffer, URL builder, URL shorteners, Canva, Circlecount, Simplymeasured, Likealyzer, Tweetchup, Quora, Reddit
• eCommerce Engineer
• Paid Search Specialist / Manager - Google Adwords, Bing, SemRush, SpyFu, Google Analytics, Google Keyword Planner, Optmyzr
• Conversion Optimization Specialist a VeInteractive, UPSellit, Google Analytics, Crazyegg, Optimizely
• Data Scientist / Data Analyst -> instrumente de Business Inteligence si Analytics
• Web Analyst / Analytics Manager / Google Analytics Specialist - GA, GWT, HubSpot, Adobe
• Online Marketing Analyst - Google Analytics, Google Webmaster Tools, Moz Suite, BuzzSumo, Topsy, Deeperweb, SEmRush, Spyfu, Optimizely, Google Adwords, Bing, Hootsuite, Sproutsocial, Fresh Web Explorer, Buffer, URL Builder, URL shorteners, Similarweb, Quora, Reddit
• Email Marketing Manager - Marketo, Campaign Monitor
• Inbound Marketing Specialist / Strategist - Google Analytics, Google Webmaster Tools, Moz Suite, BuzzSumo, Topsy, Deeperweb, SEmRush, Spyfu, Optimizely, Google Adwords, Bing, Hootsuite, Sproutsocial, Fresh Web Explorer, Buffer, URL Builder, URL shorteners, Similarweb, Quora, Reddit
• Lead Generation Strategist
• Technical SEO - Google Analytics, Google Webmaster Tools, Screamingfrog, Moz Suite, Kissmetrics, SemRush, Xenu’s Link Sleuth, Majestic SEO
• Site Optimization Manager/ Site optimization specialist / conversion optimization/ customer experience / Data Scientist / Data Analyst
Dintre instrumentele folosite de acestia, cele de A/B testing si segmentare sunt multe de tipurile Optimizely, Visual Website Optimizer, Marketizator (din Romania) sau cele de prototipare pentru specificatii catre specialistii web / dezvoltatori de aplicatii, precum Balsamiq, FlairBuilder (din Romania), Axure sau Crazyegg, Moz Suite etc..
• Web Developer - PhpStorm – mediul de dezvoltare (editare cod), Chrome DevTools – debugging in pagini, review (este integrat in Chrome), GIT – sistem de versionare cod, Photoshop – vizualizare/editare design
• Web Designer - Photoshop, Illustrator, InDesign, Fireworks, Premiere, After Effects, Dreamweaver, Flash - de la Adobe; Invisionapp, Uxpin (ultimele doua pentru preview-uri interactive)
• Digital Content Producer - Scribe, Buzzsumo, Deeperweb, Topsy, Quora, Reddit
• Web Content Manager -> site admin
• Marketing Automation Specialist - Marketo, Hubspot
• Online Merchandising - eCommerce – administrator de pagina web si de folosire a instrumentelor de generare a promotiilor, a cupoanelor de reduceri si personalizare a ofertelor.

Customer support & customer experience

• Live chat, aplicatii de email marketing, relatii cu clientii (ZenDesk, UserVoice)
• Managementul comenzilor pe platformele de eCommerce
• Customer Engagement Analytics & Optimization pe canale multiple, nu doar pe site

Product

• Product analyst
• UX designer
o Instrumente ce tin de preferintele fiecaruia si de modul de lucru. Apar atat de multe si atat de rapid, incat ce e acum la moda nu o sa mai fie peste doua luni. Cateva exemple: Sketch, Adobe Project Comet, OptimalSort, OmniGraffle, Crazyegg, Optimizely, POP App, Pixate, Invision, Dropbox.

Business

• Operations Apecialist, Ecommerce Performance
o eCommerce dashboards si nenumarate alte instrumente, care merita investigate si folosite in functie de specificul businessului: https://www.g2crowd.com/categories/e-commerce-tools/products
• eCommerce Marketing Manager/ eCommerce Manager (Una dintre cerintele pe care le au angajatorii (in special din Statele Unite) pentru un Online Manager este sa aiba si cunostinte de Marketo sau orice alt instrument de marketing automation, ceea ce mi se pare interesant)
• Country Online Marketing Manager
• eCommerce Engineer
• Inbound Marketing Specialist / Strategist
• Lead Generation Strategist
• Head of Growth

Distribution

• Online Channel Managers (canale noi de vanzare, precum retelele de afiliati – Top 5 din lume sunt: Rakuten Linkshare, CJ by Conversant, Amazon, Avangate (numarul 1 mondial la produse digitale si servicii online), ebay Partner Newtork. In Romania sunt 2Parale si ProfitShare.

Finance/ accounting

• integration from website/ ecommerce orders to ERPs/ CRMs