Full-stack marketing: it’s a popular buzzword with start-ups and digital agencies. Yet despite the hype, the term remains a fuzzy topic for many, including those who work in marketing.

So what does full-stack marketing actually mean — and is it right for you?

If you’re a small business or start-up ready to succeed in today’s age of digital transformation, then yes, a full-stack marketer might just make the winning difference for your organisation.

In this article, we’ll explore the ins and outs of full-stack marketing. I’ll also walk you through important considerations for full-stack marketing success. Let’s get started.

What is full-stack marketing?

If you’re confused by the term ‘full-stack,’ don’t worry — you’re not alone. The idea comes from the world of software development and refers to the engineers who can work in all layers of the technology stack. 

Full-stack software engineers might not be specialists, but they can complete everything from front-end development to back-end integrations. They’re the ultimate ‘Jack of all trades,’ if you will. 

Full-stack marketing is the same concept.

A full-stack marketer boasts a wide array of knowledge and experience across all levels of the marketing ‘stack.’ They’re well-rounded marketing experts with comprehensive skill sets. 

Full-stack marketers are not masters of every marketing discipline. That would be impossible. But they do provide an agile mindset and well-rounded skills, and they can effectively create and implement cross-channel marketing strategies. 

In other words, the role of a full-stack marketer is fluid. For example, they might brainstorm a content marketing strategy, make basic edits to the company website, design a social media graphic, and monitor paid ads — all on the same day. And that is where the magic happens.

Why full-stack marketing?

Larger companies have the resources to hire multiple marketing specialists. It’s not uncommon to find a VP of Marketing, a CRO Specialist, a Brand Activation Manager, and more. 

Small businesses and start-ups simply do not have that luxury. You’re on a budget. Plus, you probably don’t need one person devoted to channels that only make up a small part of your overall marketing strategy. 

This is why full-stack marketing is essential for smaller companies. You get a smart distribution strategy and the know-how to implement it — for a fraction of what it would cost to hire an entire team of marketing specialists. 

Full-stack marketers are particularly suited to businesses with a strong focus on digital marketing (which, due to digital transformation, tends to be most businesses.) That’s because digital marketing is inherently multi-dimensional. 

Digital customer acquisition might include Search Engine Optimisation (SEO), copywriting, growth marketing, and several other digital growth tactics. Full-stack marketers have the overlapping skills and mindset necessary to navigate these many channels and responsibilities successfully. 

Roles of a full-stack marketer

Before hiring a full-stack marketer, it’s essential to consider the needs of your organisation. While not a comprehensive list, here are some of the most common roles of a full-stack marketer. 

Marketing Strategy

Competition analysis. Understanding market challenges. Strategic price positioning. There’s a lot that goes into building a world-class brand. A full-stack marketer will have the ability to create a fluff-free, evidence-based marketing strategy for your fast-moving business.

Analytics and Reporting

Savvy full-stack marketers set specific objectives and then use data-driven tools to measure performance and inform strategies. Like growth marketers, they quickly zero in on what works — and, more importantly, what doesn’t — and then increase incrementally from there. As a result, your business sees robust, scalable growth without wasting resources. 


The words you use matter. They represent your brand and create connections with your target audience. Plus, writing is at the heart of nearly every marketing tactic. You don’t need Hemingway, but you should look for a talented writer adept at crafting long and short-form copy.

Search Engine Optimisation (SEO)

Your target customers are already searching for your unique product or service. SEO ensures you show up online when they do. A full-stack marketer should know the basics of white hat SEO strategies to improve your website ranking.

Pay-Per-Click Ads

One of the quickest ways to reach your customers is via paid advertising. A good understanding of social and Google ads is a must-have for any full-stack marketer.

Digital Content Strategy

A comprehensive digital content strategy combines email marketing, content creation, and organic social. Full-stack marketers know how to create and distribute compelling content across the proper channels for your business. 

Basic Web Development

A full-stack marketer doesn’t need to design and develop a website from the ground up. However, finding one who knows how to make minor updates to your website is a game-changer.

Graphic Design

Again, a full-stack marketer is not the same as a professional designer. However, they should have an eye for what looks good and the ability to create simple graphics on free programs like Canva.

Characteristics of a full-stack marketer

Full-stack marketers are a unique breed. They must have a rich tapestry of skills and experiences from which they can draw. They also must have an agile mindset to move across the marketing stack seamlessly. 

Before hiring any full-stack marketer, consider if they bring these crucial characteristics to your company culture:

Commitment to learning

With so many hats to wear, the best full-stack marketers know they must embark on a life-long commitment to learning. So they take online courses, read books, and listen to podcasts to stay up to date on the latest marketing trends and tactics. 

Unrelenting focus

Video advertising. Sales funnels. Influencer campaigns. Tik Tok. With so many digital marketing platforms and strategies, it’s easy to get overwhelmed. Full-stack marketers must have a keen ability to focus on numerous tasks without getting distracted by marketing tactics that don’t improve your bottom line.


While full-stack marketers can remain focused, they’re able to marry that unwavering attention with curiosity. If they’re not sure if something will work, they test it. When they discover a new program or strategy, they try it. 

If you’re a start-up or small business ready to grow your business online, the correct full-stack marketer can be a game-changer. We can help.