Torchora
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marketing developer

title: Key Responsibilities and Required Skills for Marketing Developer
salary: $65,000 - $100,000
categories: [Marketing, Digital Development, Marketing Technology]
description:
The Marketing Developer is a hybrid professional who blends software development, digital marketing and analytics to build, optimise and maintain marketing platforms, websites, campaign tools and automation workflows. This role works at the intersection of coding, data and marketing strategy to create scalable, high‑impact digital marketing experiences that generate leads, drive conversions and support business growth.

🎯 Role Definition

As the Marketing Developer, you will be responsible for translating marketing requirements into technical solutions — building landing pages, automations, integrations between CRM/marketing platforms, websites and analytics tools. You will collaborate closely with marketing, design, sales and product teams, implement tracking and optimisation features, ensure campaign delivery, maintain marketing tech stack, analyse performance and scale digital marketing operations through code, tools and process improvement.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Front‑End or Web Developer with digital marketing interest
  • Marketing Automation Specialist
  • Digital Marketing Engineer

Advancement To:

  • Senior Marketing Developer or Marketing Tech Lead
  • Marketing Operations Manager / Director of Marketing Technology
  • Head of Growth or Digital Transformation

Lateral Moves:

  • Marketing Systems Engineer
  • Growth Marketing Engineer
  • Data & Analytics Engineer in Marketing

Core Responsibilities

Primary Functions

  1. Collaborate with marketing, analytics and product stakeholders to interpret business requirements and develop data models, pipelines, automation workflows and front‑end solutions in support of marketing campaigns.
  2. Develop and maintain responsive landing pages and microsites using scripting languages, CMS templates and development frameworks, ensuring compatibility across devices and browsers.
  3. Implement tracking solutions and marketing analytics events (via JavaScript, tag managers or APIs) to capture campaign performance, user behaviour and conversion metrics.
  4. Integrate the marketing technology stack: connect CRM, marketing automation, web analytics, data warehouses and external APIs to enable seamless data flow, segmentation and reporting.
  5. Develop email templates, automated nurture workflows and dynamic content systems in marketing automation platforms to support lifecycle marketing, lead‑nurturing and retention.
  6. Write, test and deploy code (HTML, CSS, JavaScript and optionally back‑end scripts) to implement custom marketing solutions or enhancements to existing digital assets.
  7. Maintain and optimise the marketing website and campaign assets: monitor site health, perform updates/enhancements, enforce brand standards, and propose process improvements for maintenance work.
  8. Build and manage a library of reusable marketing templates, components and modules (landing pages, email templates, tracking snippets) to accelerate campaign launches and ensure consistency.
  9. Support A/B and multivariate testing of marketing pages, email templates and automation flows; analyse performance data and implement winning variants to increase conversion rates.
  10. Assist in CMS migrations, upgrades or consolidations: define technical requirements, map data, ensure SEO continuity, tag management and quality assurance.
  11. Collaborate with UX and design teams to ensure marketing code and content deliverables meet visual, functional, brand and accessibility standards (WCAG, cross‑browser, device responsiveness).
  12. Develop dashboards and reporting tools (in collaboration with analytics teams) to visualise marketing performance—traffic, conversions, engagement, ROI—and deliver insights to marketing leadership.
  13. Engage in continuous learning of web development and marketing technology trends—frameworks, libraries, marketing platforms—and propose innovations (e.g., headless CMS, JAMstack, progressive web apps) to maintain competitive edge.
  14. Troubleshoot technical issues related to marketing campaigns, web pages or forms: debug, root‑cause, document and implement fixes or escalate to infrastructure teams as needed.
  15. Monitor and enforce marketing governance: ensure that email opt‑ins/unsubscribes, tracking cookies, privacy compliance (GDPR) and brand guidelines are properly implemented and maintained.
  16. Estimate and manage work for marketing technology projects: define project scopes, collaborate with project/account managers, establish timelines, coordinate resources, prioritize tasks and report on progress.
  17. Scale campaign infrastructure: build automated build/deployment workflows, version control, tag management and integration processes to support high‑volume launches and iteration.
  18. Collaborate with external vendors or agencies: define technical specifications, review deliverables, ensure code quality, maintain timelines and support marketing execution.
  19. Translate technical complexity into marketing stakeholder terms: present solutions, trade‑offs, timelines and recommendations to non‑technical marketing peers and senior leadership.
  20. Assist in training or mentoring less‑technical marketing staff on marketing tools, templates, automation usage and basic web development best practices.
  21. Contribute to marketing planning processes: provide input on technical feasibility, system capabilities, lead‑time estimation, campaign scalability and tooling requirements.

Secondary Functions

  • Support ad‑hoc marketing analytics, quick‑turn technical fixes or custom campaign enhancements as requested by marketing teams.
  • Contribute to the organisation’s marketing‑technology roadmap: evaluate new tools, provide recommendations on stack improvements, streamline integration and refine technical processes.

Required Skills & Competencies

Hard Skills (Technical)

  • Proficiency in front‑end web technologies: HTML5, CSS3, JavaScript (vanilla or framework) and responsive design techniques.
  • Experience with marketing automation platforms (e.g., Marketo, HubSpot, Pardot), CRM integrations and campaign execution workflows.
  • Ability to implement tracking and analytics: tag management (e.g., GTM), event tracking, dataLayer, web analytics (Google Analytics, Adobe Analytics) and CRM systems.
  • Experience integrating APIs and data connectors (REST/SOAP) to link marketing tools, CRM, CDP and web platforms.
  • Working knowledge of CMS platforms and template creation (WordPress, Drupal, custom CMS) and web deployment workflows.
  • Familiarity with version control (Git), build/deployment processes and automation of marketing technology tasks.
  • Understanding of SEO and site performance best practices: site speed, mobile optimisation, responsive design, metadata, schema.
  • Ability to code email templates, nurture flows and responsive email design with HTML/CSS and dynamic content.
  • Experience with A/B testing tools (Optimizely, VWO) or marketing experimentation frameworks to optimise conversion pipelines.
  • Comfort analyzing technical and marketing data: ability to query, extract insights and support decision‑making on marketing performance.

Soft Skills

  • Strong collaboration and communication: able to translate technical concepts to marketing stakeholders and work across functions (marketing, product, IT, analytics).
  • Problem‑solving mindset: able to troubleshoot marketing tech issues, find root causes and propose solutions under time pressure.
  • Analytical thinking: able to examine data, recognise patterns, optimise processes and guide marketing strategy through technology.
  • Strategic orientation: understands how technical solutions support marketing objectives, business growth and customer journey.
  • Attention to detail: ensures code quality, campaign reliability, brand compliance and data integrity are maintained.
  • Adaptability and innovation: stays current with technology, embraces change and trials new tools or methods for marketing advantage.
  • Project management capability: manages multiple tasks, deadlines, stakeholders, code releases and campaign launches concurrently.
  • Mentorship and team‑support: assists more junior staff or marketing colleagues in understanding and leveraging tech solutions.
  • Customer‑centric mindset: understands target user journeys, pain points and ensures marketing‑tech solutions enhance user experience and conversion.
  • Initiative and ownership: takes responsibility for marketing‑tech deliverables, schedules, fixes and continuous improvement without heavy supervision.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree in Computer Science, Marketing Technology, Digital Media, Information Systems or a related field.

Preferred Education:

  • Master’s degree or certification in Marketing Technology, Digital Marketing Strategy or Software Development for Marketing.

Relevant Fields of Study:

  • Marketing Technology & Automation
  • Web Development & Digital Media
  • Computer Science / Information Systems
  • Data Analytics & Digital Marketing

Experience Requirements

Typical Experience Range:

  • 3 to 6 years of experience in marketing technology, web development for marketing, marketing automation or digital campaign tooling.

Preferred:

  • Demonstrated track record of building and deploying technical marketing solutions at scale, integrating marketing platforms (CRM, CDP, analytics), supporting campaign performance and collaborating with cross‑functional marketing and tech teams.
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