When I speak to the webmaster of the company I work for, after a two minutes chat I realize that the guy doesn’t know any programming language, has only basic knowledge of graphic design and no clue of what server administration is.
Webmarketing: they don’t do that…actually they don’t need it that much, because we are talking about a very big company whos web-visitors would type the url directly into the browser if they ever want to visit the site.
Previously I used to work for another big company with the same situation.

I think that these webmasters should be called team managers or something else, because they don’t really know the web.
What I think they know is how to manage a team of people, so they make sure the team deliver its best to the company.
Of course, there are graphic designers, programmers etc in that team who are the ones who really know what is needed.

I am assuming that these webmasters got their job for their management skills and not because the have good connections with the highest powers of the companies and are right now enjoying the life while the other do their job. You never know