
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.
Define Your Goals & Strategy
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.
Typical job titles include: Content Manager, Copywriter, Videographer
Digital Marketing:
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 per