International Web Association (IWA)

Profile WSP-G3-019. Online Store Manager

This section is normative.

The profile sheet, listed below and described in appendix B, is an integral part of the document, “G3 Web Skills Profiles – version 1.0 – Generation 3 European ICT Professional Profiles”, official specification of 14 February 2013” [WSPG3-03].

Summary definition

Professional position responsible for the “statement of profit and loss for the online shop”, selection, merchandising activities, and in-store promotions.

Assignment

The Online Store Manager helps generate value for the company in order to meet its objectives through online electronic commerce with the positioning that it has chosen as part of the relationship between the digital and physical channels.

Documentation produced

Accountable

  • Sales strategy definition and implementation
  • Report on the achievement of project objectives
  • Report on customer assistance activities
  • Manage the e-commerce site from the sales and operating point of view
  • Carry out Web marketing operations to improve sales
  • Conduct user loyalty initiatives and stimulate word of mouth
  • Select a strategy and implement it as part of the selection, sales, promotional policy, and online promotion activities for the e-commerce site
  • Work together with the other corporate sales, marketing, communication, and administrative positions
  • Pursue the objectives of the e-commerce plan by managing one or more Web marketing channels
  • Manage customer contact in the phases related to the digital relationship with the company
  • A.2. Service Level Management: Level e-3
  • C.1. User Support: Level e-2
  • C.3. Service Delivery: Level e-2
  • C.4. Problem Management: Level e-3
  • D.6. Channel Management: Levels e-3, e-4
  • Knowledge of the e-commerce platforms used.
  • Knowledge of Web and digital marketing tools.
  • Inventory management.
  • Operations and logistics management.
  • Knowledge of Web communication principles (content publication).
  • Knowledge of market strategy
  • Online sales
  • Statement of profit and loss for e-commerce activity, including social and mobile environments
  • Growth of e-commerce sales in relation to the market
  • Customer satisfaction indices
  • Experience in e-commerce
  • E-commerce and digital marketing training courses
  • Describe e-commerce within a multichannel strategy
  • Understand digital changes, in particular the shift toward social and mobile experiences
  • Manage CRM and user satisfaction
  • Good knowledge of the national language or the language used by the working group – minimum level: C1 QCER.
  • Good knowledge of the English language – minimum level: B2 QCER

Responsible

Contributor

Primary duties

Assigned e-CF skills

Abilities, knowledge

Technical

Information Technology

For development

Area of application of the KPI

Qualifications and certifications

Personal aptitudes

Interpersonal and Organisational

Linguistic

Relationships and reporting lines

(This section is for informational purposes)

Interacts with

  • Front-end Web Developer
  • Web Content Specialist
  • Mobile Application Developer
  • E-commerce Specialist
  • Web Project Manager

Reports to


Appendices

Appendix A. Glossary

 

Informational

For the purposes of information and not required for compliance.

Note: The content required for compliance is referred to as “normative”.

Normative

Required for obtaining compliance.

Note: Content listed as “informational” or “non-normative” is never necessary for compliance.

Appendix B. Profile Sheet Structure

The Web skills profiles are identified by an unambiguous code and are structured in reference to paragraph 4.2 of the official CEN reference document, “European e- Competence Framework version 2.0 – CWA Part II: User guidelines for the application of the European e-Competence Framework 2.0” [CWA-01].

 

  • Profile Title. Name – including the identification code – of the Web skill profile according to the unambiguous international catalogue from the IWA/HWG.
  • Summary definition. Lists the primary purpose of the profile. The purpose is to give all stakeholders and users a brief, concise description of the specified Web skill profile, written in a form understandable by ICT professionals, managers, and Human Resources staff.
  • Assignment. Describes the basic assignment of the profile. The purpose is to specify the working role defined in the Web Skill Profile.
  • Documentation produced. Describes the documents produced by the job description as manager (guarantee), representative (support), and employee (contribution).
  • Primary duties. Provides a list of typical tasks carried out by the profile. A task is an action undertaken to achieve a result in a broadly defined context and contributing to the definition of the profile.
  • Assigned e-CF skills. Provides a list of the skills necessary (taken from the e-CF references) to carry out the assignment. A skill is the outcome of the previous definition of the Profile and helps to differentiate profiles.
  • Abilities, knowledge. A list of abilities and knowledge necessary for the definition of the profile, subdivided into technical, IT, and improving abilities (strengthening the profile).
  • Area of application of the KPI. Based on KPI (Key Performance Indicators), the area of application of the KPI is a more generic indicator, consistent with the grade level of the overall profile. It applies for adding depth to the assignment.
  • Qualifications and certifications. These are the recommended, but not essential, qualifications and certifications for carrying out the activities in the profile. However, these qualifications and certifications may be used for developing knowledge of specific skills within the profile.
  • Personal aptitudes. A list of aptitudes supporting the abilities and knowledge, subdivided into interpersonal/organisational and linguistic. This section reports references to the QCER [CE-01], which promotes the understanding of specific language certifications, purely for informational purposes.
  • Relationships and reporting lines. A list of Web skills profiles and not with whom the profile discusses (relationships) or reports (reporting lines). This section is for informational purposes.
  • [CC-01] Creative Commons – Attribution – No derivative works – 3.0  (CC BY-ND 3.0)
    http://creativecommons.org/licenses/by-nd/3.0/
  • [CWA-01] CEN – European e-Competence Framework version 2.0 – CWA Part II: User guidelines for the application of the European e-Competence Framework 2.0 (September 2010)
    http://www.ecompetences.eu/site/objects/download/5999_EUeCF2.0userguide.pdf
  • [WSPG3-01] IWA – IWA Italy Web Skills Profiles Group

Appendix C. References

http://www.skillprofiles.eu

  • [WSPG3-02] IWA – IWA Italy – International Webmasters Association Italia

http://iwa.it