The way the world is heading, my advice would be: get technical. Develop a working knowledge of how things work e.g. how web app works, how programming languages work, the internet etc. You don't have to go deep but it's very valuable to have that understanding.

As far as job choice goes, it sounds like you're more of a product developer/manager and or marketer. The thing about startups however, is that roles bleed into each other depending on your skill set. There's not much room for a specialised cog that isn't willing to go outside of their comfort zone when necessary.

Push your boundaries and you'll be happy with the result.