Marketer role
A quick guide to using the Marketer role to launch campaigns and manage content in Webflow.
Role overview
As someone assigned the Marketer role in Webflow, you may be responsible for launching campaigns, updating site content, or keeping pages aligned with your brand and business goals. Depending on your team and focus, your work might include managing landing pages, CMS content, forms, or page-level SEO settings to support initiatives like product launches, events, or ongoing optimization.
The Marketer role in Webflow is designed to help you move quickly while protecting design consistency. It gives you access to the tools needed for common marketing workflows in Webflow, so you can work visually on the canvas and collaborate closely with Designers and Content editors using approved templates, components, and structures to turn strategy into live, measurable web experiences.
This guide walks through what you can do in Webflow, where guardrails apply, and how to work confidently within them.
Permissions & guardrails
What you can do
You work visually on the canvas, so you can make and review changes in context as you go.
- Build pages using pre-built page templates and components
- Edit site content, including text, images, and links
- Add, edit, and publish CMS items (if permissions are enabled)
- Update page-level SEO and visibility settings
(e.g. SEO title tags & meta descriptions) - Build pages and edit content across secondary locales with Webflow Localization
- Review site performance & analytics in Webflow Analyze
- Test and optimize content using Webflow Optimize
- Manage form submissions
- Publish pages and content (if permissions are enabled)
What you cannot do
These guardrails are intentional. They help you move quickly while protecting design consistency across the site.
- Make changes to the site's styles or structure
- Edit the site's design system
- Create or modify components, classes, or variables
- Create new or modify existing CMS Collections
- Edit custom code or site-wide settings
What you'll do most
The Marketer role is designed around a few common, high-impact workflows. These are the tasks you’ll return to most often.
Build pages
Building pages as a Marketer usually means creating new pages from existing templates and assembling them with approved components. This could include landing pages for campaigns, event pages, or product-related pages that follow established layouts and patterns.
You’ll work visually on the canvas, selecting pre-built templates, duplicating existing pages, or building a page from scratch, then updating content and structure to fit your needs. Because templates and components are already styled and responsive, you can focus on messaging, hierarchy, and conversion goals instead of layout or design decisions.
If you need a new layout, section, or visual treatment, that’s a good moment to loop in a Designer. They can create or update templates and components, which you can then reuse to build pages quickly and consistently across the site.
Edit content
Editing content as a Marketer focuses on updating the words and media that appear on existing pages. This includes changing copy, swapping images, updating links, and keeping content accurate and on-brand as campaigns evolve.
You’ll make these updates directly on the canvas, so you can see how changes look in context as you go. This makes it easy to adjust messaging, refine calls to action, and keep pages current — all without affecting layout, styling, or responsiveness.
If an update requires changes to layout, styling, or how content is structured, it’s best to involve a Designer. They can make the necessary design updates, so you can continue editing content safely within approved components and patterns.
Add, edit, and publish CMS items
Working with CMS items as a Marketer usually means creating, updating, and publishing repeatable content like blog posts, events, case studies, or product listings. You’ll manage this content over time — keeping it accurate, timely, and aligned with your marketing goals.
For example, when creating a new blog post, you might add a new CMS item, fill in fields like the title, author, publish date, and SEO metadata, and write the post content in a rich text field. You can preview how the post looks on the site, make any final edits, and publish it when it’s ready to go live.
If you need to change how blog posts are structured such as adding new fields, adjusting templates, or creating a new CMS Collection, that’s a good time to involve a Designer. Once the structure is set, you can confidently create, edit, and publish CMS content within those guardrails.
Manage SEO & page settings
Managing SEO and page settings as a Marketer focuses on making sure pages are discoverable, shareable, and aligned with campaign goals. This includes updating page titles & meta descriptions, Open Graph settings, and visibility options for individual static pages or CMS items.
You’ll typically make these updates from page or CMS settings, where you can adjust SEO fields, preview how content may appear in search results or social shares, and refine Open Graph metadata as messaging evolves. Because these settings are scoped to individual pages or items, you can optimize content without affecting site-wide structure or design.
If you need to change global SEO settings, update templates that affect multiple pages, or adjust how SEO or Open Graph fields are structured, it’s best to involve a Designer. Once those broader changes are in place, you can continue managing page-level SEO and page settings confidently within those guardrails.
Manage form submissions
Managing form submissions as a Marketer focuses on reviewing and responding to information submitted through forms on your site. This might include contact requests, event registrations, lead capture forms, or other campaign-related submissions.
You’ll typically review submissions in Webflow or through connected tools, export data when needed, and use it to follow up with leads or measure campaign performance. Because you’re working with submitted data (not the form’s structure or styling), you can manage responses and workflows without affecting how forms are built or displayed on the site.
If you need to change the form’s fields, layout, validation, or integrations, that’s a good moment to involve a Designer or Developer. Once those updates are made, you can continue monitoring and managing form submissions confidently within those guardrails.
Add, respond to, and resolve comments
Working with comments as a Marketer focuses on reviewing work, coordinating feedback, and moving pages toward publication. You can add comments directly on pages or CMS content to flag questions, request input, or highlight changes that need review before a campaign goes live.
You’ll often use comments to collaborate with Designers, Content editors, and Reviewers — asking for design adjustments, confirming copy updates, or responding to review feedback. Because comments live directly on the page, it’s easy to understand feedback in context and keep conversations tied to the work itself.
Once feedback has been addressed, you can resolve comments to signal that updates are complete and ready to move forward. If a comment requires design, structural, or system-level changes, loop in the appropriate role before resolving so work stays aligned and approvals aren’t missed.
Review site analytics in Webflow Analyze
Reviewing site analytics as a Marketer helps you understand how people are interacting with your site and campaigns. This includes looking at traffic, engagement, and conversion data to see what’s working, what’s not, and where there are opportunities to improve.
You can review analytics using Webflow Analyze (or other connected analytics tools), checking performance for specific pages, CMS items, or campaigns. These insights can help you evaluate launches, measure results over time, and inform content updates or optimization decisions.
If you need to change how analytics are set up such as adding new tracking tools, modifying site-wide settings, or adjusting data collection, that’s a good time to involve a Designer. Once tracking is in place, you can continue reviewing performance and using insights confidently within those guardrails.
Test and optimize content using Webflow Optimize
Testing and optimizing content as a Marketer focuses on improving how pages perform over time. This can include experimenting with headlines, calls to action, messaging, or page structure to see what resonates most with your audience.
You can run tests using Webflow Optimize (or other connected tools), comparing variations and reviewing results to understand what drives engagement or conversions. Because you’re testing content within existing layouts and components, you can iterate quickly without affecting design consistency or site structure.
If an optimization requires changes to layout, components, or underlying design patterns, that’s a good moment to involve a Designer. Once those updates are made, you can continue testing and refining content confidently within those guardrails.
Working with your team
Here’s how the Marketer role collaborates with other roles across key stages of building, reviewing, and publishing.
Marketers work with Designers when they need changes to layout, structure, or visual patterns. This might include requesting new page templates, reusable sections, or updates to existing components that support new campaigns or initiatives.
Designers are responsible for maintaining the design system and ensuring changes scale across the site. Once new templates or components are created, Marketers can use them to build pages, update content, and launch campaigns without worrying about design consistency.
Looping in a Designer early helps keep workflows smooth, especially when a campaign requires something net new. After that, you can move quickly using approved patterns and focus on execution.
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Content editors focus on keeping structured and unstructured content accurate, consistent, and up to date. Marketers often collaborate with Content editors when coordinating updates across multiple pages, CMS items, or campaigns.
This collaboration is especially helpful when managing large volumes of content, reviewing copy for accuracy, or aligning messaging across channels. Content editors can help ensure content is clean and consistent before it’s published.
Working together helps streamline updates and reduce last-minute changes, so campaigns can launch smoothly and confidently.
Reviewers help ensure content and page updates are ready to go live by reviewing changes and providing feedback before publishing. Marketers typically work with Reviewers to get sign-off on copy or pages they built.
Reviewers typically use comments to leave feedback directly on pages or content, making it easier to flag issues, ask questions, or suggest changes in context. This helps teams collaborate efficiently without back-and-forth outside of Webflow.
Involving Reviewers before publishing helps catch issues early and ensures changes meet internal standards or compliance requirements. Once feedback is addressed and approvals are complete, Marketers can publish with confidence.
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Start learning
Learn how to use Webflow as a Marketer with these curated learning experiences on Webflow University.
