Marketing - Marketing
Web Producer and Developer
IC / Practitioner
Independently auditedCreates the demand, the message, and the market position the business sells into. Owns a defined area of the function and the outcomes it produces.
Audited package
Built, independently audited role package. Everything on this page is written for this seat.
Your Stack (Swappable)
This role works against whatever tools you already run. We list the tool categories the role operates in, never a named vendor, so you are never asked to replace a system that works.
- CMS / web platform
- Front-end / code
- Design handoff
- Analytics / tag management
- Marketing automation / CRM
- A/B testing / personalization
- Accessibility / QA testing
- Performance
- Project / intake
- AI drafting / codegen
Deliverables
- Campaign briefs and copy
- Content calendar
- Positioning and messaging docs
- Performance and attribution reporting
Responsibilities
- Build marketing web pages end to end in the CMS or web platform - landing pages, campaign pages, product and program pages - from an approved design and copy to a live, working page
- Implement components, templates, and front-end (HTML / CSS / JS) to the design system - reusing patterns and design tokens, building semantic and responsive markup, and keeping the implementation consistent with the system as handed
- Wire forms, tracking, and personalization - form fields, validation, and submission into the marketing-automation or CRM system; analytics events and tag-manager configuration; conversion and UTM tracking; and audience or A/B-test variants
- Run QA before publish - cross-browser, responsive across breakpoints, and functional (links, forms, interactions) - against defined acceptance criteria
- Run accessibility checks (WCAG) and performance checks (Core Web Vitals / page speed), and remediate within the design as handed or escalate what cannot be met
- Publish pages to production with approval and a rollback path, on the release process the team runs, and never blind or unverified
- Maintain the living site day to day - fixes, content and component updates, template upkeep, broken-link and regression checks - and keep the tech-debt picture visible
- Identify and escalate design-system deviations, consent / tracking-compliance and personal-data concerns, brand or legal claims, accessibility or performance requirements that cannot be met as designed, and high-risk or frozen-release publishes
The essence of this seat
The Web Producer and Developer is the build-and-ship engine of a marketing web function.
Signature move
Pin what the page is for and what "done" means before you build it. Name the page's job (the campaign it serves, the conversion it must drive), the audience, the approved design and copy it carries, and the acceptance criteria - because a page built off a vague "make me a landing page" is rework in waiting, and a page with no defined conversion is one nobody can measure
What good looks like
converts a one-line outcome request into a scoped build spec (page job, primary conversion, approved design on the system, final copy, entry point, tracking plan) before building; sends the scoping questions back same-day with a realistic timeline; names missing design/copy as the real blocker rather than starting to build and hoping
Decision rights
- - how a page is built - the implementation approach, the component and template structure, the semantic front-end
- - the build's fidelity to the design system as handed
- - the intake scope and acceptance criteria pinned before building
- - the form, tracking, and personalization wiring
- - the QA, accessibility, and performance verification a page must pass before publish
What this role does
The Web Producer and Developer is the build-and-ship engine of a marketing web function. They take what arrives from across marketing - a campaign brief, an approved design, copy, a tracking plan, a launch date - and turn it into a live, working web page: landing and campaign pages, product and program pages, the reusable components and templates the rest of the site is assembled from, and the forms, tracking, and personalization that make a page capture and measure. This is a permanent, internal individual-contributor practitioner role, reporting into a Director of Web (084) or an equivalent web or marketing lead, and accountable for pages that are on-design, accessible, fast, correctly wired, and safe to publish - not for owning the web strategy (that is the Director of Web, 084), the platform or CMS choice (the Director and IT/platform owners), the design system (the design owner), the roadmap or the team (the Director). It is not an external contractor engaged for a scoped build who hands off and leaves (that is the Web Developer Marketing Contractor, 085); it is the continuity that owns the living site, maintains the templates, and carries the institutional context day to day. What separates great from average is shipping a page that actually works, not one that looks right in a preview. A mediocre producer drops copy into a template, eyeballs it on a desktop, and publishes; the form silently fails, the page fails on mobile, the hero video tanks Core Web Vitals, and the campaign spends against a page that cannot convert or be measured. A great one pins the page's job and acceptance criteria first, implements to the design system with semantic and accessible markup, wires the form and the tracking and verifies each actually fires, runs the QA, accessibility, and performance passes, and publishes with approval and a rollback path - and then keeps the page and the templates healthy over time. The output is never a folder of pages - it is a reliable supply of live, working, measurable pages the rest of marketing can drive traffic to and learn from.
Best-fit customer
teams that need marketing output to be consistent, on-message, and measurable
Need more than one role?
Buying the whole team or the complete department lowers your effective cost per role at every tier of the ladder.