Torchora
Back to Home

Key Responsibilities and Required Skills for a Marketing Technologist

💰 $85,000 - $145,000

MarketingTechnologyDataMarTech

🎯 Role Definition

A Marketing Technologist is a hybrid professional who serves as the critical bridge between the Marketing department and the Information Technology world. This role is fundamentally about leveraging technology to power modern marketing efforts. They are the architects, plumbers, and strategists of the "MarTech" stack—the collection of software and tools marketers use to perform their jobs. Their primary objective is to select, implement, integrate, and maintain these technologies to enhance campaign effectiveness, improve operational efficiency, enable personalization at scale, and provide measurable insights into marketing performance. They translate marketing goals into technical realities, ensuring the right data gets to the right tools to deliver the right message to the right audience at the right time.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Digital Marketing Specialist / Coordinator
  • Marketing Analyst
  • IT Business Analyst (with a marketing focus)
  • Web Developer

Advancement To:

  • Senior Marketing Technologist / MarTech Lead
  • Marketing Operations Manager / Director
  • Director of Marketing Technology
  • Product Manager (MarTech focus)

Lateral Moves:

  • Marketing Data Scientist
  • CRM Strategist / Manager

Core Responsibilities

Primary Functions

  • Own the administration, configuration, and day-to-day management of the entire marketing technology stack, including platforms for marketing automation, CRM, analytics, content management, and customer data.
  • Lead the evaluation, selection, and implementation process for new marketing technologies, conducting thorough needs analysis and building business cases for investment.
  • Architect and maintain robust, scalable integrations between various marketing and sales platforms (e.g., MAP-CRM sync, CDP to personalization engines) to ensure seamless data flow.
  • Serve as the in-house subject matter expert for the marketing team, providing strategic guidance, troubleshooting, and support on all MarTech platforms and their capabilities.
  • Design, build, and optimize complex automated marketing campaigns, lead nurturing workflows, lead scoring models, and segmentation logic within the marketing automation platform (e.g., Marketo, HubSpot, Pardot).
  • Establish and enforce data governance policies and best practices across marketing systems to ensure high levels of data quality, integrity, and hygiene.
  • Translate marketing campaign strategies and business requirements into detailed technical specifications and actionable execution plans.
  • Monitor, analyze, and report on the health and performance of the MarTech stack, tracking ROI and its direct impact on key performance indicators like lead generation, conversion rates, and pipeline attribution.
  • Act as the first line of defense for troubleshooting and resolving technical issues related to marketing platforms, data discrepancies, and campaign execution errors.
  • Partner closely with IT, Data Engineering, and Sales Operations teams to ensure alignment on technology roadmaps, data architecture, security protocols, and cross-functional process improvements.
  • Oversee the technical aspects of the company website and landing pages, including tracking implementation (via GTM), form functionality, and A/B testing frameworks.
  • Develop and maintain comprehensive technical documentation for marketing processes, platform configurations, data models, and integration workflows.
  • Proactively research and stay current with the latest MarTech trends, emerging technologies, and industry best practices to drive continuous innovation within the marketing function.
  • Manage relationships with MarTech vendors, overseeing contract renewals, performance reviews, and ensuring the organization maximizes value from its technology partners.
  • Ensure all marketing technologies and data handling processes are fully compliant with global data privacy regulations such as GDPR, CCPA, and CAN-SPAM.

Secondary Functions

  • Develop and deliver training sessions and enablement resources for the marketing team to promote effective adoption and usage of the MarTech stack.
  • Support ad-hoc data requests and perform exploratory data analysis to uncover trends, answer business questions, and provide actionable insights.
  • Contribute to the organization's overarching data strategy and roadmap, championing the needs and perspective of the marketing department.
  • Collaborate with various business units and stakeholders to translate their marketing goals into clear, actionable requirements for systems and engineering teams.
  • Participate in sprint planning, daily stand-ups, and agile ceremonies as a key member of a cross-functional marketing operations or data team.

Required Skills & Competencies

Hard Skills (Technical)

  • Deep proficiency with at least one major Marketing Automation Platform (MAP) such as Marketo, HubSpot, Pardot, or Eloqua.
  • Hands-on experience with core Customer Relationship Management (CRM) systems, particularly Salesforce (SFDC) or Microsoft Dynamics 365.
  • Working knowledge of Customer Data Platforms (CDPs) like Segment, Tealium, or ActionIQ and their role in creating a unified customer view.
  • Expertise in web analytics and tag management tools, including Google Analytics (GA4), Google Tag Manager (GTM), or Adobe Analytics.
  • Foundational understanding of APIs (REST/SOAP), webhooks, and other methods for data integration and synchronization between cloud-based platforms.
  • Competency in front-end web technologies (HTML, CSS, basic JavaScript) for customizing email templates, landing pages, and tracking scripts.
  • Strong SQL skills for querying databases, performing complex data segmentation, and conducting analysis within data warehouses (e.g., BigQuery, Snowflake, Redshift).
  • Experience with data visualization tools like Tableau, Looker, or Power BI to build dashboards and report on marketing performance.

Soft Skills

  • Exceptional analytical and problem-solving abilities, with a talent for diagnosing complex technical issues and developing effective, scalable solutions.
  • Strong project management and organizational skills, demonstrating an ability to manage multiple competing priorities in a fast-paced environment.
  • Excellent communication and interpersonal skills, with the ability to articulate complex technical concepts to non-technical audiences and build consensus.
  • A highly collaborative spirit and a proven track record of working effectively within cross-functional teams, especially with Marketing, Sales, and IT.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree in a relevant field or equivalent practical experience in a technical marketing role.

Preferred Education:

  • Bachelor’s or Master’s Degree in a quantitative or technical field.

Relevant Fields of Study:

  • Marketing or Digital Marketing
  • Management Information Systems (MIS)
  • Computer Science
  • Business Analytics

Experience Requirements

Typical Experience Range: 3-7 years of hands-on experience in a marketing technology, marketing operations, or a similar technically-focused marketing role.

Preferred: Demonstrable experience managing a complex, multi-tool MarTech stack in a fast-growing B2B or SaaS company. A proven history of successful technology implementations and data integration projects that have delivered measurable business impact is highly valued.

Explore More Careers