Head of Web Development
The Head of Web Development is responsible for building and maintaining landing pages, pre-landers and tracking infrastructure for nutra projects, from site speed to passing ad platform moderation.
What a Head of Web Development does
The Head of Web Development leads the team that creates and maintains landing pages, pre-landers, quizzes and the technical stack for traffic. In the nutra vertical (dietary supplements and health products) this role is critical: ad networks and payment systems check sites strictly for compliance, and conversion rate and load speed directly affect campaign profitability.
The role sits at the intersection of affiliate marketing, product and engineering. The Head of Web Development usually reports to the CTO or COO and manages front-end and back-end developers, layout designers and sometimes contractors. In affiliate companies, they often make sure a new offer can be launched in days rather than weeks, and that every landing page can be quickly adapted to a geo and traffic source.
The core task of the role is to build the process: templates, reusable components, automated page delivery, uptime monitoring and protection against blocks. Without this, the team gets buried in manual edits and losses from failed campaigns grow.
Responsibilities
- Plan team capacity and development priorities around offer launches and tests
- Manage the architecture of landing pages and pre-landers, including templates and component libraries
- Monitor load speed, Core Web Vitals and mobile compatibility
- Organize integration of trackers, pixels, postbacks and parameter passing from networks
- Ensure pages meet the requirements of ad platforms and payment systems and work with moderation
- Set up deployment, hosting, domain management and page rotation processes
- Coordinate with the media buying team and webmasters on urgent edits
- Maintain the technical backlog, estimate effort and agree on timelines with management
- Hire, evaluate and develop developers, conduct code reviews and set standards
- Budget for infrastructure and contractors and control spending on hosting and tools
Skills
- Managing development teams and task prioritization
- Understanding of front-end and back-end at the level of architectural decisions
- Knowledge of traffic arbitrage mechanics and nutra funnels
- Understanding of ad network requirements for landing pages
- Assessing risks of blocks, moderation and payout refusals
- Setting up analytics and tracking, working with conversion data
- Writing technical tasks for non-technical teams
- Optimizing page load speed and SEO foundations for landing pages
- Negotiating with contractors and managing budgets
Tools
- Git with GitHub or GitLab
- Jira or Trello for planning
- Keitaro, Binom or other trackers
- Google Analytics and Google Tag Manager
- Uptime and speed monitoring tools (for example, PageSpeed Insights)
- Cloudflare or similar CDN and hosting services
- Figma for design approvals
How performance is measured
- Average time to launch a new landing page or offer
- Share of page downtime and incidents per month
- Load speed and Core Web Vitals scores
- Share of pages approved by moderation on the first attempt
- Percentage of sprint tasks completed
- Infrastructure support cost per offer
By vertical
Nutra
In nutra, the main focus is compliance with platform and regulator requirements: wording about product effects, certificates, disclaimers. The Head of Web Development often maintains a library of proven templates and quickly reworks pages when an ad network changes its rules or blocks a domain.
Levels
Head of / Director
At the Head level, the role sets the strategy for the technical side of the entire affiliate team: choosing the stack, budget, hiring, processes and final launch timelines. Decisions are made based on business risks, not only on the tasks of individual developers, and the role reports to the business owner or CTO.
How to get there
Most often people come into the role from front-end or full-stack development, where they have already led a small team or owned a technical project. Another common path is becoming a team lead or project manager in an affiliate company who understands funnels and tracking in depth. Experience launching real products matters, not just writing code.
To prepare, learn the arbitrage mechanics: how trackers, postbacks, geo targeting and offer rotation work, and why ad networks block pages. It is useful to study ad platform requirements for landing pages and the basics of security: domain and hosting restrictions, working with CDNs. At the same time, build management skills: sprint planning, code review and hiring.
Growth comes from expanding scope: from running a single project to managing several verticals, and then to building processes for the whole company. Maintaining an internal knowledge base and templates works well, as it shows systematic thinking and shortens launch times.
Next steps: CTO of an affiliate company, Head of Product (affiliate), Director of Engineering, Head of Traffic Technology, Head of Affiliate Technology
FAQ
How is a Head of Web Development different from a regular web developer?
A developer writes the code for specific pages and features. The Head of Web Development decides which pages get built, in what order, to what standards and within what budget. The work centers on people, processes and block risks, not only on code.
Do you need to be able to program to take this position?
Usually yes, at least at the level of understanding architecture and what the stack can do. Without a technical background it is hard to assess timelines and the quality of solutions. However, management skills and an understanding of arbitrage mechanics often matter more than the ability to write complex code yourself.
How does nutra affect the work on websites?
Ad network and payment system requirements for pages selling supplements and health products are stricter than in many other verticals. Pages get blocked more often, so fast mechanisms for replacing domains, templates and texts are needed, along with close attention to legal wording.
What determines the income level in this position?
Income depends on the size of the team and budget the person manages, the scale of traffic and the number of simultaneous offers, and on how much the company treats the technical side as a competitive advantage. Experience with nutra launches and the ability to react quickly to blocks also affect the value of the role.
What career paths open up from this role?
From this role people typically move to positions such as CTO, head of product or director of engineering. Some move into managing traffic technology or build their own tools for arbitrage. The choice depends on whether the person is more interested in managing a team or in product architecture.
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