tallyho,
Welcome to the forums!
From what you say, I take it your originals are in TIFF and you want to export JPEG?
In the export dialog, you can select the jpg quality (compression) level. As well, you can select the maximum pixel dimensions you'd like the image to have. So for a web image, good enough to view, but not good enough to print, you might select a quality around 6', and set the resize to fit "Long Edge" dimension around 8''. That'll give you a fairly highly compressed, approx 1/2 megapixel image.
It's not necessary to set the 'ppi'. That's fundamentally a meaningless quantity when dealing with image files. (It does mean a good deal in print technology). That setting doesn't affect the amount of pixels included in an image file, which is the true measure of quality and resolution. None the less, should you feel it necessary, you can change that in the export image settings dialog. I believe if you "minimize embedded metadata", the ppi setting defaults to 72.
For adding a watermark on export, you might look at a LR export plug-in called LR/Mogrify by Tim Armes (google either, or search the forums here) which will add that capability to your export.
It's helpful if you tell us more about your set-up, PC, OS, LR version, etc. Most folks create a signature file with the repetitious stuff, click User CP upper left.