MarTech roles explained
What MarTech roles do — marketing operations, RevOps, MarTech engineer, CDP engineer, analytics, journey specialist and architect — and the skills each needs.
MarTech careers span marketing operations, revenue operations, MarTech and CDP engineering, analytics, journey and personalisation specialists, and solution architects. Each combines platform skills (such as Adobe, Salesforce, HubSpot or Marketo) with data, process and stakeholder skills; Adobe Experience Cloud adds specialised AEP, RTCDP, AJO and CJA roles.
Common MarTech roles
| Role | What they do | Core skills |
|---|---|---|
| Marketing operations | Run campaigns, data hygiene and automation platforms | Marketo/HubSpot, segmentation, QA, process |
| Revenue operations | Align marketing, sales and customer success data and process | CRM, lead routing, reporting, governance |
| MarTech engineer | Integrate and automate the marketing stack | APIs, scripting, data pipelines, tag management |
| CDP / AEP engineer | Model, ingest and govern customer data | XDM, ingestion, identity, SQL |
| Analytics specialist | Measure journeys and campaign impact | Adobe Analytics/CJA, GA, BI tools, statistics |
| Journey & personalisation specialist | Design triggered journeys and tests | AJO, Target, experimentation, content |
| Solution architect | Design end-to-end platforms and governance | Architecture, identity strategy, security, stakeholder leadership |
Skills employers look for
- Hands-on platform experience, not just feature knowledge
- Data modelling and SQL
- Integration and API literacy
- Consent, privacy and governance awareness
- Troubleshooting and validation habits
- Explaining technical design to business stakeholders
Salaries vary widely by country, experience and platform depth; check current listings and salary surveys for your market.
Build these skills
Frequently asked questions
Which MarTech role pays the most?
It depends on market and seniority. Architect and specialised platform roles often command a premium, but check current local listings rather than relying on general figures.
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