Online Marketing Manager

Minimum rates are not actual salaries and are listed in the pay scale section.

Generally binding collective agreement (AVE)

A collective agreement that the labour ministry has declared binding for all employers in a sector – even without union membership.

Framework agreement (Manteltarifvertrag)

Sets general working conditions such as working hours, leave and notice periods, not the level of pay.

Pay agreement (Entgelttarifvertrag)

Sets how much is paid per pay grade.

Pay grade (Entgeltgruppe)

The classification by task and qualification. It decides which amount in the pay table applies to you.

• Growth manager role

  You develop measures that help firms raise purchases and registrations and win new customers. You rely on virality and on alternatives to traditional advertising, aiming at the lowest possible cost.

  Why you fit

  BERUFENET lists growth manager among the specialisms of online marketing manager, as a rule with a short induction. Both activities win customers through digital measures; growth puts cost minimisation first.

  The route there

  Further training and exam

  not documented yet

  Duration

  not documented yet

  Cost

  not documented yet

  Funding

  not documented yet

  Salary

  Pay atlas, KldB 92113, specialist, Germany, all genders, all ages, all industries: median 5,546 euros, lower quartile 4,164 euros, upper quartile 7,472 euros, 123,925 employees. DKZ 133598 is in this group.

  Source: Federal Employment Agency pay atlas, KldB 92113 · As of 2026-10-31 (retrieved)

  Your next step: Clarify whether the vacancy means growth through low-cost measures and which qualification it names.

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• Content marketing manager role

  You develop audience-specific strategies to market content and choose formats and channels for text, images and video. You coordinate content creators and agree paid ads with customers.

  Why you fit

  BERUFENET lists content marketing manager among occupations adjacent to online marketing manager, not among the alternatives that as a rule need only a short induction. Online marketing already uses content in social networks and for the brand.

  The route there

  Further training and exam

  not documented yet

  Duration

  not documented yet

  Cost

  not documented yet

  Funding

  not documented yet

  Salary

  Pay atlas, KldB 92113, specialist, Germany, all genders, all ages, all industries: median 5,546 euros, lower quartile 4,164 euros, upper quartile 7,472 euros, 123,925 employees. DKZ 142138 is in this group.

  Source: Federal Employment Agency pay atlas, KldB 92113 · As of 2026-10-31 (retrieved)

  Your next step: Read the vacancy: whether it means storytelling and creator coordination, and which qualification it names.

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• Digital sales manager role

  You are accountable for selling products or services through digital channels and you improve digital sales processes. You work with development and marketing teams, check the effect and measure customer satisfaction.

  Why you fit

  BERUFENET lists digital sales manager among occupations adjacent to online marketing manager, not among the alternatives that as a rule need only a short induction. Online marketing looks after business with end customers and with business customers; the sales role works with marketing teams.

  The route there

  Further training and exam

  not documented yet

  Duration

  not documented yet

  Cost

  not documented yet

  Funding

  not documented yet

  Salary

  Pay atlas, KldB 61124, expert, Germany, all genders, all ages, all industries: median 7,128 euros, lower quartile 5,282 euros, 85,651 employees. No upper quartile is shown. DKZ 135540 is in this group, not in KldB 92113.

  Source: Federal Employment Agency pay atlas, KldB 61124 · As of 2026-10-31 (retrieved)

  Your next step: Read the vacancy: whether it means sales through digital channels and whether it requires a degree.

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• Certified e-commerce business administrator

  You sell goods or services online and include several channels. You plan marketing concepts, assortment and processes and measure results with software-based analysis systems.

  Why you fit

  BERUFENET lists the certified e-commerce business administrator among alternatives for the whole activity of online marketing manager, as a rule with a short induction. The exam shows an extension of occupational competence aimed at advancement.

  The route there

  Further training and exam

  Admission requires one of these proofs: a passed final exam in a recognised commercial or administrative training occupation lasting three years and at least one year of practice after that; a passed final exam in another recognised training occupation and at least two years of practice after that; at least 90 ECTS credit points from a business degree and at least two years of practice; or at least five years of practice. Practice should have substantial links to the tasks in section 2 (3). People who credibly show comparable occupational competence can be admitted by exception.

  Source: EComFPrV section 3 · As of 2026-10-31 (retrieved)

  Duration

  BERUFENET states about 5 to 7 months full time and 12 to 18 months part time for preparatory courses, depending on the programme and the form of learning. A course is not required for admission to the exam.

  Source: BERUFENET, e-commerce business administrator (upgrading training) · As of 2026-10-31 (retrieved)

  Cost

  Preparatory courses charge course fees, and the exam itself charges exam fees. Further costs can arise for materials, travel and accommodation away from home. BERUFENET states no single fee in euros.

  Source: BERUFENET, e-commerce business administrator (upgrading training) · As of 2026-10-31 (retrieved)

  Funding

  The measure contribution includes an entitlement to funding of course and exam fees up to a total of 15,000 euros. 50 percent of this measure contribution is paid as a grant. Beyond that there is an entitlement to conclude a loan contract with the Kreditanstalt für Wiederaufbau.

  Source: Upgrading Training Assistance Act (AFBG) section 12 · As of 2026-10-31 (retrieved)

  Salary

  Pay atlas, KldB 61283, specialist, Germany, all genders, all ages, all industries: median 4,896 euros, lower quartile 3,891 euros, upper quartile 6,613 euros, 5,037 employees. DKZ 133372 is in this group, not in KldB 92113.

  Source: Federal Employment Agency pay atlas, KldB 61283 · As of 2026-10-31 (retrieved)

  Particulars

  A preparatory course is not required for admission. The award title is Geprüfter Fachwirt im E-Commerce or Geprüfte Fachwirtin im E-Commerce.

  Source: BERUFENET, e-commerce business administrator (upgrading training) · As of 2026-10-31 (retrieved)

  Your next step: Ask the competent body about admission before you book a course. If the course is eligible, apply for upgrading training assistance before it starts.

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• State-certified business administrator for sales and marketing

  You plan, coordinate and check the processes in sales and marketing. You develop sales targets, prices and marketing concepts and check whether the measures hold.

  Why you fit

  BERUFENET lists this award among alternatives for the whole activity of online marketing manager, as a rule with a short induction. The tasks lie in market analysis, assortment, price and sales promotion.

  The route there

  Further training and exam

  Technical schools as a rule require a qualification in a relevant recognised training occupation and work practice. A minimum school requirement can be an intermediate certificate. That depends on the state.

  Source: BERUFENET, state-certified business administrator for sales and marketing · As of 2026-10-31 (retrieved)

  Duration

  Full time, the further training lasts 2 years, part time 3 to 4 years. It is governed by state law and takes place at technical schools.

  Source: BERUFENET, state-certified business administrator for sales and marketing · As of 2026-10-31 (retrieved)

  Cost

  Further training at public technical schools is as a rule free of charge. Admission and exam fees can apply. Private technical schools mostly charge course fees. Further costs can arise for materials, travel and accommodation away from home. BERUFENET states no fee in euros.

  Source: BERUFENET, state-certified business administrator for sales and marketing · As of 2026-10-31 (retrieved)

  Funding

  Further training can, where applicable, be funded under the Upgrading Training Assistance Act. BERUFENET names upgrading BAföG for this. BERUFENET states no amounts.

  Source: BERUFENET, state-certified business administrator for sales and marketing · As of 2026-10-31 (retrieved)

  Salary

  Pay atlas, KldB 92113, specialist, Germany, all genders, all ages, all industries: median 5,546 euros, lower quartile 4,164 euros, upper quartile 7,472 euros, 123,925 employees. DKZ 58557 is in this group.

  Source: Federal Employment Agency pay atlas, KldB 92113 · As of 2026-10-31 (retrieved)

  Particulars

  The further training applies in Berlin, Hesse, Mecklenburg-Western Pomerania, North Rhine-Westphalia, Rhineland-Palatinate, Saxony-Anhalt, Schleswig-Holstein and Thuringia. In Baden-Württemberg, Bavaria, Brandenburg, Bremen, Hamburg, Lower Saxony, the Saarland and Saxony, BERUFENET states that no state-law rules are in place.

  Source: BERUFENET, state-certified business administrator for sales and marketing · As of 2026-10-31 (retrieved)

  Your next step: Check with the technical school in your state whether sales and marketing is regulated there before you enrol.

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• University marketing economist

  You support economic decisions with analyses, concepts and projects in marketing. You develop marketing concepts and advertising strategies and take on marketing controlling.

  Why you fit

  BERUFENET lists the university marketing economist among alternatives for the whole activity of online marketing manager, as a rule with a short induction. For online marketing managers, BERUFENET also names a degree as a route to new occupational perspectives. Access to the university occupation as a rule requires a first degree in marketing and sales.

  The route there

  Further training and exam

  People who want to work in this occupation as a rule need a completed first degree in marketing and sales. Leadership posts or specialised tasks mostly require a master's degree.

  Source: BERUFENET, university marketing economist · As of 2026-10-31 (retrieved)

  Duration

  The standard period of study for the first-cycle subject marketing and sales is 6 to 8 semesters. The average actual length of study is 8 semesters. BERUFENET names the Federal Statistical Office, examination year 2024, as the source.

  Source: BERUFENET, marketing and sales (first-cycle) · As of 2026-10-31 (retrieved)

  Cost

  Costs can arise for enrolment and administration fees, semester contributions and, where applicable, tuition fees. BERUFENET states no fee in euros for this first-cycle subject.

  Source: BERUFENET, marketing and sales (first-cycle) · As of 2026-10-31 (retrieved)

  Funding

  BERUFENET refers funding to the Federal Training Assistance Act. BERUFENET states no amounts.

  Source: BERUFENET, marketing and sales (first-cycle) · As of 2026-10-31 (retrieved)

  Salary

  Pay atlas, KldB 92114, expert, Germany, all genders, all ages, all industries: median 6,480 euros, lower quartile 4,685 euros, 13,354 employees. No upper quartile is shown. DKZ 59209 is in this group.

  Source: Federal Employment Agency pay atlas, KldB 92114 · As of 2026-10-31 (retrieved)

  Particulars

  BERUFENET lists online marketing and customer relations management among the compulsory modules of the first-cycle subject marketing and sales. The subject can be studied as a dual degree.

  Source: BERUFENET, marketing and sales (first-cycle) · As of 2026-10-31 (retrieved)

  Your next step: Ask the higher-education institution in your state which access applies with your qualification and whether a dual model is possible.

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