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How To Build a Successful Marketing Team: Skills, Roles And Responsibilities

Effective marketing is crucial to successful brand management, promotional initiatives, and sales strategies. Marketing teams play a key role in developing and sustaining impactful marketing techniques. Understanding the fundamental roles of these teams can help you achieve your marketing goals more efficiently. This article explores the definition and responsibilities of marketing teams, listing the important roles within them and their contributions.

What is a marketing team?
A marketing team creates and executes strategies to enhance brand awareness and drive sales of an organization’s products or services. Marketing teams typically consist of individuals with diverse skills and responsibilities working together to achieve common marketing objectives. They may develop and implement strategies for digital marketing, brand management, public relations, and customer outreach through research, data analysis, and industry knowledge.

Related: Should You Outsource or Build an In-House Marketing Team for Startups?

What does a marketing team do?

Marketing teams have several responsibilities, which may vary depending on their objectives. Common marketing team duties include:
– Researching market trends and marketing tools
– Developing brand image and strategies to maintain its consistency
– Conducting and analyzing customer satisfaction surveys to guide marketing decisions
– Attending weekly meetings to discuss goals and deliverables
– Communicating with sales teams to coordinate efforts
– Managing social media pages and related campaigns
– Monitoring competitors’ success
– Developing and maintaining the brand website
– Negotiating with ad placement agencies
– Identifying and researching target audiences
– Creating images and messages that convey brand values and drive sales
– Designing ongoing and temporary customer outreach campaigns

Roles of a marketing team
If you’re building a marketing team, understanding the various positions within a team and their functions can help achieve your marketing goals. Below are essential roles in a successful marketing team:

Marketing Manager
Marketing managers lead marketing teams, ensuring each member delivers tasks on time and accurately. They delegate responsibilities, monitor progress, and provide support when needed. Marketing managers develop large-scale projects, such as campaigns, and assign tasks to team members. They lead team meetings, monitor the marketing budget, communicate progress to management and executive teams, and participate in the hiring process within their department. A marketing manager helps ensure the team stays focused, organized, and within budget while working towards marketing goals.

SEO Specialist
Search engine optimization (SEO) strategists are crucial to a marketing team. They understand search engine processes and help maintain the organization’s relevance and visibility online. Including an SEO strategist in your team can maximize inbound traffic to your websites through keyword integration and SEO analytics. SEO specialists often collaborate with visual designers, content marketers, and website developers.

Data analyst
Data analysts research marketing performance and communicate their findings. They gather data, analyze results, and develop insights into the success of current marketing methods, applying this information to develop effective strategies. Including a data analyst on your team can help better understand strategy success, make informed decisions, and improve future methods.

Related: Hiring an Email Marketer: Weighing the Pros, Cons, and Platform Expertise

Public relations manager
Public relations (PR) managers develop and implement strategies to enhance public perception of an organization. They are valuable assets, establishing consistency and a positive brand image across marketing efforts. PR managers develop brand awareness techniques, represent brands at industry events, build and maintain customer/client relationships, and create customer outreach and social media campaigns.

Brand strategist
Brand strategists maintain a brand’s image, focusing on the aesthetic aspects of marketing to ensure consistent branding across the team’s efforts. They determine logos, colour schemes, fonts, and the general style of content used across platforms. Including a brand strategist on your team can influence the consistency of your brand’s image.

Visual designer
Visual designers complete tasks from designing visual ads to editing promotional videos, ensuring visual marketing material remains consistent across platforms and aligns with brand values and objectives. They work closely with advertising and sales teams to create, edit, and publish visual material for promotional use, product packaging, or social media content.

Content marketer
Content marketers are vital to digital and print marketing efforts. Including a content marketer on your team can help write, edit, and publish text and web copy for promotional use. They work with SEO specialists to create content aligning with brand objectives and incorporating SEO strategies to increase website traffic. They also write newsletters, social media captions, and product descriptions.

Website developer
The quality of your website can directly impact marketing success. You are having a website consistent with your brand’s image, easy to navigate, and attractive to your target audience. Including a website developer on your team can ensure your web pages are built and maintained to support your objectives.

PPC Specialist
Pay-per-click (PPC) specialists oversee an organization’s paid digital advertising efforts. They deeply understand finance, business operations, and paid advertising processes. Including a PPC specialist on your team can help bid for advertising placements, negotiate with agencies, adjust spending, review ad copy performance, and report ad performance to management teams.

Related: Growth Hacking Marketing for Startups 101


Marketing Content Strategist