How to organize a marketing team?
Organizing your marketing team(s) could be a colossal assignment. Marketing is an ever-changing industry, and as the industry changes, so do team structures and roles.
Hiring the finest talent will require knowing the leading skills for each role. And, indeed in case you’re hiring for a startup or small business and only have resources for one or two positions now, it’s still supportive to know the foremost transferable skills that will assist you in hiring individuals who can develop into other roles in the future.
There’s no such thing as a perfect one-size-fits-all team structure. Diverse models may work better for diverse organizations and businesses. The size of your company plays an effect, as well. You can also evaluate if it really suits you to hire people and have them on your payroll or if it is better to hire a dedicated and specialized marketing agency.
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Small Business Marketing Team Structure: Lean and Scrappy
In a small business, odds are you’re hiring one or two people to tackle marketing. If you’re fortunate, you may have three or more.
Figure 1. Marketing Team
Source: BGH
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Mid-Level Marketing Team Structure: Building for Growth
At this point, your marketing department may have multiple teams. Including Public Relations, Product, and Branding. Each one working with their own team of specialists: designers, editors, programmers, technicians, etc.
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Enterprise Marketing Team Structure: Specialists With Deep Expertise
Large companies (those with 200+ employees) may have more layers of management, with more specialized teams with deep expertise in specific areas. For example Paid Ads manager, Video creator/editor, a Community Manager by platform, etc. Each with a specialist team and Project Leader (per product or service), who will report to the Chief Marketing Officer (CMO).
Remember that you do not have to do everything internally in your company, sometimes it is convenient to outsource, if you are not sure which is the correct model for your company, in BGH we can help you. Contact us for more information.