ith increasingly complex software structures in marketing departments, new personnel are needed around the MarTech stack. Current marketing staff likely have neither the resources nor the comprehensive know-how to embark on the long journey into the MarTech universe and search for and combine the software solutions that fit the company. Therefore, more and more companies are hiring a Head of MarTech or Director MarTech.
The job description for Heads of MarTech can also be found under titles such as Marketing Technology Manager, Head of Marketing Technology, or Business Information Officer for Global Marketing. In any case, the challenge in this role is to connect marketing and technology in order to achieve a “match made in heaven.”
The following responsibilities are typical for MarTech leaders:
Research and recommendations on the latest marketing technologies
Deployment of MarTech software
Training and support for the team around MarTech
Integration of MarTech products with other software solutions
Monitoring data quality
A Head of MarTech is therefore largely responsible for finding suitable marketing technologies, implementing them, and making them known within the team. In doing so, it is important to work with existing software solutions and keep a close eye on the quality of the data from the MarTech tools.
In addition, MarTech experts have the task of collaborating with various teams. After all, for corresponding software solutions to be used by all team members, they first need to be presented. That’s why the Head of MarTech is always also an ambassador for the potential of MarTech technologies.
Marketing Technology Managers are technicians. They like to describe themselves as a mix of “IT geek” and marketing expert. This combination is ideal for bringing together the best of both worlds. Good communication is also one of the skills of MarTech Heads, because ultimately they have to (continually) convince the rest of the team of their work.
In general, you should have a knack for understanding the demands of modern, digitally connected customers. If someone enjoys discussing small website details, the click numbers from the last campaign, or the latest marketing trends, he/she may well be the right person for the job!
In this position, it is important to be familiar with both SEO and content management platforms, CRM software, email marketing tools, e-commerce, and tracking software. Crucial is know-how in data and analytics software, as data is, so to speak, the fuel for technology-driven marketing.
Creativity, organizational talent, adaptability, emotional intelligence, team spirit, leadership skills, sales knowledge, as well as a vision for the future of MarTech are also helpful for a Head of MarTech. As long as you bring these skills and interests, specific training is secondary. A degree in marketing, IT, or business does help, admittedly.
In Germany, the role of Head of MarTech is not yet truly established. But the trend from the US is slowly catching on here as well. More and more companies are looking for a Head of MarTech to drive the technological change process and automation. Larger companies in particular, with correspondingly large marketing departments and complex structures, are interested in handing over responsibility for the MarTech Stack to genuine experts in marketing technology.
As matchmakers, Heads of MarTech often work with both the marketing department and the tech or IT department. Many Heads of MarTech start out in one of the two departments before taking the next career step. That’s why companies should always keep an eye on what MarTech potential exists within their own ranks before they start looking for external hires.
Top news from the Matchilla MatchZINE – the MarTech magazine
Tips & tricks on how to use the right marketing technologies
Best practice from other marketing decision-makers when it comes to MarTech
and much more!
Till Zier is CPO at Matchilla and, as a MarTech expert, reports in the MatchZINE on news and trends in marketing, automation, analytics and data.
Do you want to plan, carry out, and document your training sessions more easily while also ensuring that you reliably meet legal requirements? With our tailored software matching, we help you find the training management software that perfectly fits your company!
In 2025, alongside the GDPR, other relevant EU regulations will apply, such as NIS2, the Data Act, the AI Act, and soon the ePrivacy Regulation. Anyone who invests in the right data protection software now will avoid gaps and potential fines. But which tool providers meet your criteria? We’ll help you with our tailored software matching.
Are you looking for QM software to optimize manual processes and gain efficiency? Get an overview of the selection process and the criteria, and benefit from an individual match to the right tool in our Quality Management Software Guide!
Match me if you can!
