International Web Association (IWA)

Profile WSP-G3-008. Advertising 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 that plans and coordinates the entire promotion process, from the conception and preparation of advertising campaigns to the sale of products and/or services related to advertising activities, analysing the costs and benefits of promotional activities.

Assignment

The Advertising Manager encourages sales to customers: former customers, loyal customers, or new customers. The Advertising Manager defines the nature of the promotional campaigns in relation to the most suitable means of communication for the purpose of obtaining the widest distribution of the promotional information. To obtain the greatest possible benefit, the Advertising Manager will first identify the “target” for the promotional campaign in relation to the type and quantity of recipients for the information. After the launch of the campaign, he or she assesses the benefits in relation to the costs and to so-called “leads” (e.g. purchase of new property, launch of services, etc.).

Documentation produced

Accountable

  • Strategic advertising document and related budget
  • Operating plan for the advertising campaign
  • Sales materials and media kit
  • Relationships with advertising targets
  • Forecast of costs and benefits
  • Technical proposals
  • Manage communication with customers, maintain and develop loyalty
  • Develop the advertising strategy from the business, technical, and sales points of view
  • Plan and conduct campaigns
  • Promote and sign contracts with sponsors and agencies
  • Manage the group of advertising sales agents
  • Conduct market research and carry out media buying
  • A.1. IS and Business Strategy Alignment: Levels e-4, e-5
  • A.3. Business Plan Development: Levels e-4, e-5
  • B.5. Documentation Production: Level e-3
  • C.3. Service Delivery: Level e-3
  • E.4. Relationship Management: Level e-4
  • Conventional and alternative positioning and marketing
  • Product branding
  • Budget and expense plan development
  • Multi-channel campaign planning and management
  • Online content publication platforms
  • Basic statistical skills
  • Excellent knowledge of common operating systems as well as word processing, calculation, presentation, email, and online conferencing applications
  • Excellent knowledge of the main free (Analog, Webalizer, SnowPlow…) and cloud Web Analytics systems (Google Analytics, Webtrends, …)
  • Knowledge of the main applications for statistical analysis of market trends
  • Basic technical training in the Web environment
  • Advanced statistical skills (Exploratory Data Analysis, Network analysis)
  • Good knowledge of SEO/SEM topics
  • Sales over the period; conversions
  • Consumer brand awareness; consumer product awareness
  • Number of opt-ins; type of opt-ins
  • Consumer engagement
  • Consumer conversations, likes, recommendations
  • Masters degree/Special training courses on the characteristics of Web communication
  • University degree in: Communication sciences and technologies, Public and corporate communication, Management Engineering, Computer science with a management specialisation
  • Excellent communication and interpersonal skills
  • Team leadership, executive reporting
  • Project management skills
  • Good knowledge of the national language or the language used by the working group – minimum level: B1 QCER.
  • Excellent knowledge of the English language – minimum level: C1 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

  • Community Manager
  • E-commerce Specialist
  • Mobile Application Developer
  • Reputation Manager
  • User Experience Designer
  • Web Account Manager
  • Web Content Specialist
  • Web Project Manager
  • Digital Strategic Planner

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