"We're not in Kansas anymore."You're in your office and your boss comes in and excitedly says, "I just read in the Wall Street Journal that our competition is selling boat loads of product using the Internet. We need to get selling online! You have a degree, so get to it!."
Looking on the Monster job board for "eCommerce Manager" shows you that companies have different notions about what an eCommerce manager is. Some see it as a marketing function, or an IT function or a web design and development function.
None are correct.
For a company's eCommerce initiative to succeed, a different type of manager is needed. A company's eCommerce needs today dictate that the eCommerce initiative sit with a true eCommerce manager. So this is a new function, not a hodgepodge.
To bring about a wining eCommerce effort, the eCommerce manager must be not a programmer, a marketer, or a web developer, but instead someone who is familiar with all of these functions. The eCommerce manager must be familiar with the duties and responsibilities of the IT, web site production, and marketing departments. Then they must champion those skills to create and promote the eCommerce side of the business.