Want to become a Design Technologist? Fitz explains how

Fitz

Fitz Maro is Head of North America Design Technology at Amazon's Brand Innovation Lab. Here he shares his insights on learning one of advertising’s growing creative roles.

Hi, Fitz. Can you tell us a bit about the role of a Design Technologist?

Design Technologists (DTs) are quite unique in that our role combines creative thinking with deep technical skills. We’re comfortable brainstorming alongside creatives, but we also lead the technical aspects of innovative campaigns.

When we’re brainstorming or vetting a creative solution, we’re able to bring a reality of what can be achieved with technology. We can say, “I see where you’re going with this big idea, and while it can’t come to life exactly that way, what if we did X or Y? What if we integrated this or that technology to amplify the concept?”

What sets DTs apart?

Unlike many left-brained software engineering roles, our DTs depend on left-brained analytical skills, right-brained creativity, and our ability to communicate effectively with all our peers, both technical and non-technical.

Take a young person who loves drawing; they might gravitate toward art direction. Someone who enjoys reading and writing could easily become a copywriter. Similarly, DTs grew up obsessed with technology and express ourselves creatively through tech.

How do people get into these roles?

Most people in Design Technology don’t have a formal degree in the field. Many come from backgrounds in computer science, are self-taught, or start through coding boot camps. However, they tend to share a natural curiosity about technology and what it’s capable of. I happen to have a master’s degree in creative technology from the VCU Brandcenter. While my trajectory differs because I earned a degree in the field, I too had to carve out a space for myself in the advertising and agency world.

Do you think the DT role is becoming more established?

Back in 2012 when I was earning my master’s, there were doubts about the need for roles like DTs. People said that as a new generation of “digital natives” entered the workforce, they would inherently possess the necessary tech skills.

A decade later, we know that’s simply not the case. The demand for people who can roll up their sleeves and navigate technical complexities is greater than ever. Just look at where marketers’ media spends have gone in the last decade; digital-first companies now dominate traditional TV and print budgets.

In the same vein, the role of DTs is continuing to evolve as well, and AI is where I see the biggest driver of that evolution happening. In a world that continues to become more technology-centric, I have no doubt that DTs will continue to play an outsized role in driving innovation for brands in today’s ad landscape.

What’s the best thing about working at Amazon?

At the risk of sounding like a cliché manager, for me it’s the opportunity to see my team grow. There’s a real sense of excitement about the projects we unlock month after month, campaign after campaign.

With all the services Amazon provides, there’s no better place to expand a DT career path. Being a DT at Amazon is like being a part of the Avengers; you’re surrounded by so many incredible technical (and creative!) peers.

What qualities do candidates for the DT role need?

We maintain a broad perspective on who we hire. While years of experience are important, we value diverse backgrounds. For instance, we recently hired someone with a strong agency background alongside another candidate with extensive augmented reality and production shop experience. Both bring different strengths and perspectives from their experiences.

As DTs, we often act as intermediaries, bridging the gap between technical teams and creative stakeholders. This involves translating technical realities and jargon into language that’s understandable to both sides. Communication skills are paramount.

Why swap agency life for Amazon Ads?

The opportunities at Amazon are incredibly exciting. One of the biggest draws for me was the extensive technical partners that we have at our disposal.

In an ad agency, you often have great ideas, but you can’t execute them because you don’t have direct access to collaborate with the relevant teams. At Amazon, particularly in the Brand Innovation Lab, we have the ability to engage directly with various teams across Amazon.

Then there is my admiration for the company itself. I have been following Amazon’s trajectory and was impressed by its adaptability over the years, whether in the growth and vision of AWS or its thoughtful approach to scaling its ad business. When I began noticing advertisers effectively leveraging Amazon Ads, I was excited because it showed that the company’s investments were really starting to resonate. Given the extensive audience we have, I’ve always believed in the tremendous potential for growth—and continue to believe so.