The world of eCommerce marketing never sits still. From new tools to changing customer expectations, the skills you needed three years ago are no longer enough to keep pace. For hiring managers, this means recruitment strategies need to focus on skills that make a tangible difference today and in the future.
What should you look for when hiring digital marketing talent in e-commerce? Here are six skills that can take your campaigns and your customer experience to the next level.
With cookies fading into the background, knowing how to collect, manage and use first-party data has become essential. Marketers with this skill understand how to build trust with customers while making campaigns more targeted and efficient.
Hiring tip: Look for candidates who have experience in CRM management, loyalty programmes or customer data platforms. Ask about campaigns where they used owned data to improve personalisation or reduce acquisition costs.
AI is no longer a buzzword. From predictive analytics to automated ad bidding, candidates who know how to use AI responsibly can save you time and sharpen your campaigns.
Hiring tip: During interviews, ask how they’ve balanced AI with creativity. You want someone who can use AI to handle repetitive tasks without losing the human element that makes a brand stand out.
Social commerce and shoppable video are booming, and customers now expect seamless shopping experiences directly from platforms like TikTok or Instagram.
Hiring tip: Seek marketers who have hands-on experience producing content that drives sales. Review portfolios for video ads, influencer collaborations or interactive campaigns with proven conversion results.
Clicks are nice, but conversions pay the bills. Marketers who specialise in CRO know how to improve landing pages, streamline checkout journeys and test new ideas to boost revenue.
Hiring tip: Look for candidates who talk about A/B testing, heatmaps or user behaviour analysis. These are the people who can turn traffic into loyal customers.
Efficiency is everything in fast-paced eCommerce. Candidates with strong automation skills know how to streamline workflows, from triggered emails to retargeting campaigns, without sacrificing quality.
Hiring tip: Ask candidates which tools they’ve used (HubSpot, Klaviyo, Salesforce etc.) and what tangible results automation brought. Did it cut costs, increase conversions or save time for the team?
Amid all the tools and data, brand storytelling still matters. Customers don’t just buy products, they buy into stories. Marketers who can create consistent, engaging narratives across platforms will set you apart in a crowded market.
Hiring tip: Pay attention to candidates who can demonstrate multi-channel storytelling. Ask how they kept a campaign on-brand while tailoring it for different platforms.
Hiring managers should start by identifying which of these skills align most with their growth plans. Not every team needs all six right away, but each one adds value as eCommerce evolves. Partnering with a specialist eCommerce recruitment agency like Cranberry Panda means you can quickly find candidates who bring these capabilities without wasting time on irrelevant applications. Click below to speak to the team and find digital marketing talent in the eCommerce industry!