How to Structure & Build a Modern Marketing Department
Building a marketing department is no mean feat in our modern day business landscape. With the rapid evolution of technology, shifting consumer behaviours, and increasing emphasis on data-driven strategies, marketing leaders need to think strategically and adapt quickly.
Though the shape and size of marketing departments can differ immensely for different business sizes, this guide outlines the key points to consider when structuring and building your team.
Before building out your team, it’s vital that you clarify your key marketing objectives. What’s important to your organisation at the moment? Which steps need to be taken to help achieve your organisation’s overall goals and strategy?
Whether it be enhancing brand awareness, generating leads, improving customer retention, or all three, your strategy will guide the structure of your team and ensure alignment with your business goals.
Identify Key Roles & Functions
A modern marketing department is multifaceted, requiring a range of skills and typically consist of several core functions:
Content:
Responsible for crafting compelling blogs, videos, reports, and other resources that attract and engage audiences.
Focusing on SEO, PPC, email campaigns, and social media to drive online visibility and traffic.
Typical job titles include: SEO Specialist, PPC Manager, Head of Social
Data & Analytics:
Responsible for monitoring and interpreting performance metrics and KPIs to provide insights and guide decision-making.
Typical job titles include: Data Analyst, Marketing Analyst
Graphic Design & Branding:
Focusing on creating visual assets for campaigns and ensuring consistency and strong brand identity in messaging, tone, and visuals across all channels.
Typical job titles include: Graphic Designer, Head of Brand
Web & User Experience:
Responsible for building and optimising websites for the best user experience, accessibility, and lead generation.
Typical job titles include: Web Developer, UX/UI Designer
Build a Team of Specialists & Generalists
Marketing teams can include both specialists and generalists:
Specialists excel in specific areas like SEO, analytics, or design, providing depth and expertise.
Generalists can wear multiple hats, making them essential for smaller teams or cross-functional collaboration.
It’s important to identify the skills you need based on your marketing objectives and strategy, and then recruit accordingly.
Invest in Technology & Tools
Technology is the backbone to any modern marketing department. Equipping you team with tools and tech that enhance efficiency and performance can improve results. Some examples of such tech include:
Analytics Platforms: Tools like Google Analytics to track key metrics
Content Management Systems (CMS): Platforms to manage your website like WordPress
Customer Relationship Management (CRM): Platforms to manage your database of clients
Marketing Automation Software: Systems to create automations and workflows for campaigns and lead nurturing.
Foster Collaboration & Communication
The best marketing departments work closely and in collaboration with the sales team. Establishing a strong relationship between marketing and sales is critical to ensure alignment of activities and will help to achieve the marketing objectives and drive growth.
Prioritise Data-Driven Decision Making
Data is a key driver of modern marketing success. Training your team to rely on metrics to guide their tactics, allocate budgets, and refine campaigns will create a strategic marketing function that’s more likely to deliver results. Ensure everyone understands the importance of KPIs such as conversion rates, customer lifetime value, and return on ad spend.
Foster Continuous Learning & Developing
Marketing trends and tools evolve rapidly. Encouraging your team to keep up to date with the latest industry developments, whether through online courses, workshops or attending events, is essential. Providing opportunities for professional growth will not only enhance skills, but also boosts team morale and retention.
Be Adaptable & Scale Strategically
No marketing department is perfect from the start. It’s important you regularly review your team’s structure and processes, and frequently revisit your goals and strategy. Considering hiring interim marketers or contractors for short-term projects will also help you to maintain flexibility and quickly adapt to changes as needed.
Partner with Experts
Building a marketing team not only requires a clear strategy, but the right talent to bring your strategy to life. In such a competitive candidate, and one growing in popularity, it can be difficult to separate the cream from the crop. Finding those who can seamlessly integrate into your team and bring real results is key.
That’s where VMA GROUP come in. As marketing and communications recruitment specialists, connecting the best talent in the market with your organisation is what we do best. Having worked in recruitment and executive search since 1978, and with a team of ex-industry professionals, we have an eye for recognising exceptional talent. Whether it’s an experienced specialist, versatile generalist, or interim support to facilitate flexibility, our team have the expertise to find the right fit for your needs.
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If your organisation is looking to build your marketing team, don’t hesitate to get in touch.
