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Glossary – Marketplace Manager

Marketplace Manager

Nikiforov Alexander
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Who is a marketplace manager?

A marketplace manager is a professional responsible for managing sales on various online platforms. Their main task is to promote products, set prices and discounts, launch advertising campaigns, and monitor turnover and shipments. Unlike a typical online store, which features products from a single seller, marketplaces are platforms where multiple sellers can offer their products. The most well-known marketplaces in Russia include Ozon, Wildberries, Yandex Market, and AliExpress. Many entrepreneurs view marketplaces as a key channel for selling their products.

Each year, the number and popularity of marketplaces in Russia grow. For example, the well-known retail chain "Detsky Mir" refers to its online store as a marketplace and actively attracts new partners. Marketplaces provide special tools for internal advertising and promotion, allowing sellers to stand out from competitors. This creates a demand for specialists who can take on all tasks related to managing the platform, including creating product listings, setting up advertising, and analyzing data.

Responsibilities of a marketplace manager

Marketplace managers work in companies that sell their products on such platforms. The responsibilities of these specialists vary depending on their experience and the size of the business. Entry-level managers typically handle simple content-related tasks, while experienced professionals analyze sales, manage product assortments, and consult new sellers. The main responsibilities of a marketplace manager include:

  • Uploading products to the platform: creating and designing product listings, selecting photos, and writing texts using SEO keywords.
  • Working with reviews: responding to comments, handling negative feedback, and analyzing customer wishes.
  • Managing advertising campaigns: setting up advertising on the platform, including promotion in search results and purchasing external advertising.
  • Pricing: monitoring competitor prices and determining discount levels for promotional events.
  • Sales analysis: assessing product positioning in search results and analyzing sales dynamics.
  • Supply control: calculating product needs and managing inventory in the warehouse.
  • Developing a growth strategy: selecting products for sale based on trends and customer requests.

Key skills

Marketplace managers must possess both personal and professional skills. The personal qualities necessary for successful work include:

  • Systemic thinking: understanding the sales process as a unified system.
  • Attention to detail: the need to avoid mistakes that could affect sales.
  • Ability to learn quickly: marketplaces constantly implement new features and tools.
  • Independence: the ability to make decisions and act without explicit instructions.

Regarding professional skills, a manager should have:

  • Knowledge of the technical aspects of marketplaces and ranking algorithms.
  • Skills in graphic editing for creating designs for product listings and banners.
  • Experience in copywriting for writing appealing product descriptions.
  • Knowledge of labeling and packaging requirements for products.
  • Experience in internet marketing: SEO, targeted and contextual advertising.

Demand for the profession

With the increase in turnover on marketplaces, the demand for specialists in this field is also growing. As of early 2024, there are more than 3000 job vacancies for "Marketplace Manager" listed on hh.ru, with about 1000 offering remote work options. Most sellers are concentrated in large cities such as Moscow and St. Petersburg; however, the possibility of remote work opens opportunities for candidates from other regions.

Entry-level specialists can expect salaries ranging from 20,000 to 50,000 rubles, while experienced professionals earn between 100,000 and 150,000 rubles, mastering analytical and marketing tools.

How to become a marketplace manager?

One can start a career in this field from positions such as assistant or content manager. For beginners, basic knowledge in copywriting and skills in using the supplier's cabinet are sufficient. Professionals with experience in internet marketing, targeting, and related fields will also be in demand. Courses on the profession can give newcomers a significant advantage, allowing them to familiarize themselves with the specifics of working on marketplaces and learn to analyze data.

Some platforms also offer free educational materials that can help master the tools for working on marketplaces. For example, Ozon provides courses that teach effective management and promotion of products on their platform.