The Roles To Consider In Your Marketing Team

Your marketing team is responsible for creating and executing strategies to help drive your business. The size and structure of the team will vary depending on the size of the company and the industry it operates in. Below are descriptions of just some of the key roles that are typically found within a marketing team:

1. Marketing Manager or Director: This individual is responsible for overseeing the overall marketing strategy and budget. They work closely with other departments, such as sales and product development, to ensure that the marketing efforts are aligned with the company's overall goals and objectives. They also work with other members of the marketing team to develop and execute marketing plans, and are responsible for measuring and reporting on the success of marketing campaigns.
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2. Product Marketing Manager: This role is responsible for positioning and messaging of specific products or product lines. They work closely with the product development team to understand the features and benefits of the product, and then develop a messaging and positioning strategy that will resonate with the target audience. They also work with the rest of the marketing team to develop marketing campaigns and materials that support the product launch.
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3. Content Marketing Manager: This individual is responsible for creating and distributing valuable content to attract and engage target audiences. They work with the marketing team to develop a content marketing strategy and editorial calendar, and then create and publish a variety of content types (e.g. blog posts, videos, infographics, etc.) that align with the overall strategy. They also work to optimize content for search engines and social media, and use analytics to measure the success of content marketing efforts.
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4. Digital Marketing Manager: This role is responsible for overseeing online and digital marketing efforts. This includes search engine optimization (SEO), advertising, email marketing, and social media marketing. They work with the rest of the marketing team to develop a digital marketing strategy and then execute on that strategy by creating and managing campaigns, analysing data and optimizing performance.
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5. Brand Manager: This role is responsible for managing the overall reputation and image of the brand. They work to develop and execute on a brand strategy, and oversee all brand-related activities, including advertising, public relations, and partnerships. They also work to ensure that all marketing materials align with the overall brand identity and messaging.
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6. Advertising Manager: This role is responsible for planning and executing advertising campaigns. More recently this is particularly apparent with PPC marketing. They work with the rest of the marketing team to develop a media plan, and then create and place ads across a variety of channels (e.g. television, print, online, display, search etc.). They also work to track the success of advertising campaigns and make adjustments as needed.
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7. Public Relations Manager: This individual is responsible for managing the company's public image and relationships with media and influencers. They work to develop and execute a PR strategy, and create and distribute press releases, pitch stories to media outlets, and manage relationships with influencers. They also work to respond to any crisis situations that may arise.
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8. Market Research Analyst: This role is responsible for gathering and analysing data on customer demographics, preferences, and behaviour to inform marketing strategies. They conduct market research using a variety of methods (e.g. surveys, focus groups, etc.), and then analyse the data and present findings to the marketing team. They also work to track and analyse industry trends to help inform future marketing efforts.
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9. SEO Specialist: A SEO (Search Engine Optimization) specialist is responsible for optimizing a website and its content to improve its visibility and ranking in search engine results pages (SERPs). They use a variety of techniques to improve a website's search engine ranking, including keyword research, content optimization, link building, and technical optimization.
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10. Graphic Designer: A graphic designer is responsible for creating visual concepts, using computer software or by hand, to communicate ideas that inspire, inform, or captivate consumers. They work on a variety of projects such as advertisements, brochures, magazines, reports, corporate identity, packaging, exhibitions, digital media and more.
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11. Web Designer: A web designer is responsible for designing and creating websites, utilizing a variety of tools and technologies such as HTML, CSS, and JavaScript. They often work closely with the rest of the marketing team to ensure that the website is optimised, functional and visually appealing.
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12. Copywriter: A copywriter is responsible for writing persuasive and compelling copy that helps to promote a product, service or brand. They work with the marketing team to develop and create written content that aligns with the overall marketing strategy and resonates with the target audience.

It's worth noting that these are some of the most common roles within a marketing team but it can vary depending on the size and structure of the company and also the industry.
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Ultimately, the size of your marketing team should be determined by your company's goals, budget, and target audience. You should consider the areas of marketing you want to focus on, the skills and expertise required to execute those efforts and the resources you have available. It's also worth noting that it's not uncommon for companies to outsource marketing tasks to agencies or freelancers. Contrary to popular belief, hiring is not the only option. Sometimes working with a marketing agency can reduce costs and improve results.

If it's your first time working with an agency, consider these pointers. Speak to one of our specialists at The Discovery Agency.