Marketing department – how to create, set objectives and delegate tasks

Think of a strong marketing team. Can you imagine a huge budget and a team full of skilled marketers? Well, this is no longer the case for many companies.

The strongest marketing teams are made up of marketers who know how to allocate their time and resources wisely. With the wrong strategy, even teams with huge budgets can waste their resources and get worse results than a clever, small and agile marketing team.

From this article you will learn:

• What does a typical marketing department structure look like?
• How to recruit candidates for the marketing department?
• How to set goals in the marketing department?
• How to delegate tasks in the marketing department?
• How to monitor the effectiveness of marketing activities?

Choose your company size and find out more:

The structure of the marketing department is a key organisational element within companies to effectively implement marketing strategies and achieve promotion, sales and customer acquisition objectives. In today’s business environment, the marketing department plays a key role in shaping the company’s image and building customer loyalty. In this article, we will outline the typical structure of a marketing department.

How many people should the marketing team have?

Let us adopt the following criteria in determining the size of companies. Although they do not coincide with the definition according to the nomenclature of Polish law, they will be helpful later in this article.

Small companies: 5-25 employees
Medium-sized companies: 25-100 employees
Large companies: 101-1000 employees
Large organisations: more than 1,000 employees

The marketing department is the unit in an organisation responsible for developing and implementing marketing strategies. It aims to promote products/services and increase sales. The department may include various teams and functions, such as strategic marketing, communications, social media or market research. It works with other departments in the organisation to achieve strategic business goals. It is responsible for brand image creation, competition monitoring and market analysis.

Definition of marketing department

Structure of the marketing department by area of activity (for medium-sized companies)

Small and medium-sized companies with less predictable revenue forecasts may find that a team organised by specific marketing areas will be better for them, while corporate organisations and large companies with more predictable revenue forecasts may benefit from a structure that provides more scope for experimentation.

Regardless of the area of operation, each marketing department should have a dedicated marketing director, manager or executive. He or she is responsible for developing the overall marketing strategy, as well as overseeing and coordinating the team’s activities, monitoring the budget and measuring the effectiveness of campaigns, and, when working with external marketing agencies, preparing detailed marketing briefs. However, there is not always a need for each area to have its own manager – many times, in the case of medium and small companies, individual departments have their own managers, overseen by one or two directors.

It is also good for each marketing department, regardless of its area of operation, to have a qualified data analyst who will be responsible for web analytics, i.e. analysing metrics such as conversions and their cost, click-through rates (CTR), ROI. As with people in managerial positions, small and medium-sized companies do not always employ many data analysts. This does not change the fact that hiring a person for such a position is essential in modern business to remain competitive in the market.

It is also worth noting that in small and medium-sized companies several of the roles that should be part of a specific department may be combined in one position, whereas in large corporations the structure may be more extensive. It is important to adapt the structure of the marketing department to the specifics of your company and its needs.

Social media

A marketing department focusing on social media marketing usually includes:

Acontent strategy and planning specialist responsible for developing and implementing content strategies. He or she plans which content will be published and determines the timing and places of publication. He or she should also analyse trends and adapt the strategy to changing market needs.

The social media coordinator is responsible for the daily interaction with users on social media profiles, monitors comments, replies and ensures a positive brand image on social media.

Thesocial mediaadvertising and promotionspecialist creates and manages social media advertising campaigns, optimises the advertising budget and strives for the best possible results.

Thegraphic designer or media creator is responsible for creating attractive graphics, videos and other visual material to be used in content published on social media platforms.

Sometimes departments focused on social media also employ an influencer marketing specialist. If your company uses influencers in its campaigns, the person in this position is responsible for establishing and maintaining relationships with influencers, and coordinating their activities.

Content marketing

The marketing department focusing on content marketing most often includes:

Editor-in-Chief/Content Strategist, who develops content plans and content calendars, identifies topics and formats that will be most effective in achieving marketing goals, and delegates tasks directly to content creators (copywriters, graphic designers, video producers). This is the team of people responsible for content creation. Their work should follow the guidelines of the content marketing strategy, which is overseen by the editor-in-chief.

TheSEO specialist plays an important role in content marketing. His or her job is to optimise content for search engines. He or she works with the creative team to make sure that the content is optimised for keywords and meets other SEO requirements.

The content distribution and promotion specialist is responsible for distributing the content across relevant channels such as social media, email marketing, blogs, etc. He or she also works on promotion to achieve greater reach of the content and improve audience engagement.

If the content is part of a social media strategy, the Community Manager/Social Media Coordinator is responsible for interacting with the audience, monitoring comments and managing social media profiles. Conversely, if they are part of a wider communications strategy, the PR specialist can work on integrating content with PR activities and building media relations.

SEO

For a department focused on search engine optimisation (SEO), the following specialists are most commonly employed:

Keyword analysis and on-page optimisation specialist – the task of the SEO specialist is to identify relevant keywords and optimiseon-page elements (e.g. titles, meta descriptions, content) in order to improve the position in search results.

TheTechnical SEO Specialist performs audits for technical SEO, and is responsible for technical optimisation of the website, including loading speed, indexing, page structure and troubleshooting technical issues that may affect search engine results.

Thelink building and off-page optimisationspecialist focuses on external strategies, such as inbound link building, to increase a website’s authority and improve its position in search results, and performs link audits.

The SEO editor creates valuable and SEO-optimised content. He or she works with a keyword analysis specialist to create content that will achieve high rankings in search results.

Sometimes, if your business operates in a local market, a local SEO specialist is also employed who focuses on search engine optimisation in a local context (local SEO), managing Google My Business entries, collecting reviews and optimising content for local keywords.

Performance Marketing

The structure of a marketing department focused on performance marketing should look as follows:

A performance planning and strategy specialist plans marketing strategies, sets goals and budgets for performance marketing campaigns and oversees their implementation and monitors results.

The Paid Campaigns Specialist is responsible for managing paid advertising channels such as search engine ads, social media ads, display ads, etc. He or she creates, monitors and optimises paid campaigns, aiming to maximise results and ROI. The organic campaign specialist, on the other hand, focuses on strategies and tactics to increase organic traffic and brand visibility. He or she is responsible for SEO optimisation, content marketing or social media strategy.

The retention and automation specialist is responsible for maintaining and strengthening customer relationships through retention strategies, segmentation, personalisation and marketing automation. He implements loyalty programmes, email marketing and other tactics that contribute to customer retention and value.

Depending on the company’s needs and budget, additional positions such as influencer marketing specialist, programmatic advertising specialist or affiliate marketing specialist may be included in the performance marketing department structure.

Website

A marketing department focused on website development and optimisation should include the following people:

Webmaster/Project Manager, who manages the project of creating and optimising the website. He or she coordinates the team, plans project milestones, controls schedules and ensures compliance with objectives and requirements.

Web Designer/UX Designer is responsible for designing the user interface (UI) and user experience (UX) of the website. He or she designs the layout, graphics, colours, fonts and other visual elements that ensure an attractive appearance and intuitive navigation.

Front-End Developer implements the graphic design and interactive elements of a website using front-end technologies such as HTML, CSS and JavaScript. He creates a responsive website that adapts to different devices and browsers. The Back-End Developer, on the other hand, is responsible for developing and managing the back-end part of the website, which handles business logic, database and other technical elements. He creates APIs, integrations with external systems and takes care of the performance and security of the website.

Such a department should also include a Content Manager, the person responsible for managing the content on the website. He or she creates and publishes content, ensures that it is optimised for SEO, updates information and manages the publication calendar. It is also a good idea to hire an SEO specialist, who ensures that the website is optimised for search engines.

Public relations

The structure of the marketing department dealing with Public Relations should look as follows:

The corporate communications specialist is responsible for creating and managing the company’s corporate communications. He or she develops press materials, communiqués, public speeches, annual reports, etc. to build the brand image and maintain communication consistency.

TheMedia Relations Manager is responsible for building media relations and managing contacts with journalists. He or she liaises with the press, organises press events, responds to media enquiries and supervises press releases.

ThePR Content Creation Specialist, otherwise known as a public relations specialist, creates valuable PR content and prepares materials to build brand image and gain positive media exposure. The Social Media PR Specialist, on the other hand, focuses on managing the company’s social media presence in a PR context. He or she creates content, engages in conversations and monitors brand mentions on social media, taking care of the brand’s reputation.

The crisisPR specialist manages crisis situations and protects the company’s reputation. He or she prepares crisis management plans, responds to emergencies and takes action to minimise the negative impact on the brand’s image.

The Stakeholder Relations Specialist deals with building and maintaining positive relationships with the company’s stakeholders such as investors, business partners, NGOs, etc. He or she manages communication, supports stakeholder engagement and responds to stakeholder needs.

Structure of the marketing department by function (for small companies)

For small companies with less predictable revenue forecasts, a function-based marketing department structure may be more appropriate. It allows you to focus on key marketing areas and adapt to changing needs.

It is also worth bearing in mind that in small businesses, often one employee can perform multiple functions, and individual areas can be flexibly adjusted depending on current needs. It is important to focus on key marketing areas and ensure consistency of activity within the company’s marketing strategy.

Regardless of the scope of activities, the marketing department in a small business should consist of a director or manager and marketing specialists:

• online marketing
• content
• graphics and visuals,
• public relations,
• social media,
• analytics and e-reporting.

Project management

In a small company, for a marketing department focused on project management, the structure can be flexible to enable effective management of marketing projects. In addition to the director and analyst, it should include:

Aproject manager responsible for managing marketing projects, including coordinating activities, setting schedules, allocating resources and monitoring project progress. He or she works with other team members to ensure that projects are delivered efficiently and on time. Planning and Strategy Specialist who develops marketing plans and strategies and defines objectives, analyses the market, identifies target groups and selects appropriate marketing tactics. Thesocialmedia specialist manages the company’s profiles on social media platforms, creates content, conducts user interactions and monitors results.

The creative core consists of a content creator, who is responsible for creating marketing content such as articles, blogs, social media posts and promotional materials, and a graphics and visualisation specialist , who focuses on designing graphics, banners, promotional materials and other visual elements related to the marketing project.

In a small business, teams are often flexible, and one person may have several roles at the same time. It is important to ensure clarity and coordination on marketing tasks and projects and regular communication between team members.

Creative

In the case of a marketing department focused on creative activities, the structure may look as follows:

The creative director is responsible for overseeing the creative aspects of the marketing department. He or she manages the creative process, ensures visual and conceptual consistency, and oversees the development and implementation of creative projects.

Thegraphic designer or designer creates graphics, designs advertising materials, banners, packaging, and other visual elements related to marketing projects. He or she often works together with a content creator and a social media specialist. In addition to these, a public relations specialist is often employed.

Product-centred marketing department structure (for large companies)

The structure of the product-focused marketing department for large companies can be more elaborate to enable the effective management and promotion of different products. Depending on the specific company and industry, the structure of the product-centred marketing department can be adapted to include key account specialists, product innovation specialists or business development specialists. It is important to ensure clarity in responsibilities and effective collaboration between the different areas of the marketing department.

The marketing department in a large company most often consists of:

• Director/Product Manager responsible for product strategy, product portfolio management, goal setting and oversight of product-related marketing activities.
• Product Marketing Manager responsible for developing and implementing a marketing strategy for specific products. Coordinates marketing activities to successfully market the product, acquire customers and increase sales.
• Market Research Specialist responsible for market research, competitive analysis, identifying customer needs and monitoring market trends. Provides information and data to support decision-making related to product development.
• Segmentation and positioning specialist who is responsible for market segmentation, identifying target groups and developing product positioning strategies.
• The product communication specialist creates product-related marketing content such as brochures, websites, presentations, training materials, etc.
• The marketing campaign specialist is responsible for planning, coordinating and implementing product-related marketing campaigns.
• The e-commerce specialist focuses on strategy and activities related to online sales of products. He or she is responsible for optimising the website, creating advertising campaigns, managing the e-commerce platform, etc.
• The analytics and reporting specialist is responsible for monitoring and analysing product-related marketing performance, such as sales, customer engagement, conversions, etc. He or she provides feedback to the team to support decision-making for further product development.

When recruiting candidates for the marketing department, there are several key aspects to look out for. Here are some important factors to consider when looking for suitable candidates:

Experience and skills

Experience and skills are key factors when recruiting candidates for the marketing department. Focus on candidates who specialise or have in-depth knowledge in areas of marketing important to your business. If it involves online marketing, look for candidates with experience in digital marketing, SEO or SEM.

Look at the candidates’ track record in previous roles. Check their portfolio and ask for specific examples that demonstrate their skills and effectiveness. Also check what marketing tools they used in their previous roles.

Industry knowledge

Candidates with industry knowledge have a better understanding of their field, such as trends, challenges and competition. As a result, they will be better equipped to identify and exploit opportunities in the market and compete effectively. Industry-specific knowledge allows them to better understand the context in which marketing operates. This enables them to better identify appropriate communication channels, choose the most effective promotional methods and tailor their message to the unique characteristics of the industry.

Creativity and innovation

In the competitive world of marketing, you need to stand out from other companies in order to attract the attention of customers. Candidates who are creative and innovative will have the ability to create out-of-the-box and original marketing campaigns that will attract attention and be memorable to customers. They will also look for new ways and perspectives in solving marketing problems. Check that they have the ability to think outside the box and propose innovative strategies and tactics.

Analytical skills

In today’s marketing, analytical skills are an extremely important element. The ability to collect, analyse and interpret marketing data enables you to assess the effectiveness of your marketing efforts and make strategic decisions. Employees with analytical skills are able to collect data on marketing activities. They are then able to accurately analyse this data, draw conclusions and identify areas for improvement.

Communication skills

Writing skills are a key element in marketing, as marketers are often responsible for creating a variety of materials, such as blog articles, website content or social media posts. Candidates proficient in writing are able to create compelling, convincing and understandable content.

Equally important are presentation skills. Marketers often present marketing strategies, performance reports or campaign plans in front of a team or clients. Also, relationship building is a key element in the marketing department. Candidates with good interpersonal skills are able to build positive relationships, establish collaboration and communicate effectively with different stakeholder groups. A good marketer should also be able to listen, so check that candidates can actively listen and respond effectively to information.

Ability to work as a team

Marketing is a field that relies heavily on teamwork and collaboration. Therefore, when recruiting, look out for candidates who have experience of working effectively with others. Candidates who are open to collaboration, are willing to share their ideas and opinions, are willing to listen to other team members and work together to achieve common goals are extremely valuable.

Another important aspect is flexibility, especially in a dynamic marketing environment. Candidates should be able to adapt to changing conditions, respond quickly to new challenges and adapt their activities to current needs and expectations. They should also effectively manage time, priorities and work under pressure.

Motivation and passion

Motivation and passion are key factors in the marketing department. Candidates who are highly motivated and passionate about marketing are more likely to succeed in the field. They are willing to put in extra effort, energy and time to achieve their goals. Their commitment positively influences the effectiveness of the team and the achievement of better results.

Individuals with a passion for marketing typically seek to continuously develop their skills and knowledge. They are willing to seek out new learning opportunities, attend training courses and conferences, read industry publications, etc. Their willingness to develop translates into better performance at work.

Motivated and passionate marketers often exude positive energy, which affects the team atmosphere. Their enthusiasm and positive attitude motivates other team members and creates an inspiring working atmosphere.

In addition to these aspects, tailor your recruitment criteria to the specific needs of your company and the position. Conduct careful interviews, check the candidates’ portfolios and references and conduct possible tests or case studies to make the best choice.

Goal setting in the marketing department is a key step in effectively planning and monitoring marketing activities. Remember that the goal-setting process in the marketing department should be iterative and flexible to adapt to changing business conditions and market expectations.

The objectives of the marketing department should be in line with the overall objectives of the company. Focus on how marketing can contribute to the achievement of business objectives. Set goals that can be easily measured and evaluated to assess the progress and effectiveness of marketing activities. Focus on key performance indicators (KPIs) that are relevant to your business and industry. Set targets related to metrics such as conversions, click-through rates (CTR), cost per conversion, market share, etc.

Define specific target dates. Set short-term, medium-term and long-term goals to enable effective planning and monitoring of progress. Avoid general goals such as ‘increase sales’. Instead, set precise indicators, such as ‘increase sales by X% in Y months’. Targets should be realistic and achievable in the context of available resources and constraints. When setting them, take into account available budgets, team, technology and other factors that affect the ability to achieve them.

Look at current market trends and changes in customer behaviour. Set targets that take these trends into account and allow you to adapt your marketing strategy to changing conditions. Regularly assess progress against targets and adjust marketing strategies and tactics to achieve better results.

When outsourcing tasks in the marketing department, there are a number of important factors to look out for to ensure effective execution. Make sure the task is precisely and unambiguously formulated. Specify the expected results, the deadline for completion, style and tone guidelines, and any other relevant details. It is important that each employee fully understands what you expect of them.

Identify which tasks are most important and why. Communicate to employees the priority and importance of each task. This will help them focus on the most important aspects and plan their activities effectively. Communicate regularly with employees to correct concerns, provide clarification and answer questions. Provide them with the necessary information and resources to complete tasks effectively.

Assign tasks that match employees’ skills, experience and interests. Use their strengths and give them opportunities to develop in areas where they excel. Delegate tasks responsibly and give employees autonomy in tasks, allowing them to make decisions and show initiative.

Regularly check on the progress of tasks. Set follow-up dates and arrange meetings to assess how employees are performing on their assigned tasks. Provide employees with constructive feedback on their work. Thank them for tasks well done and recognise their achievements.

Monitoring the effectiveness of the marketing department is key to evaluating performance and making data-driven decisions. Choose appropriate KPIs that are linked to the company’s marketing objectives and strategy and are measurable and provide meaningful information about the performance of marketing activities. These could include the number of leads generated, conversion rate, brand awareness, sales growth or market share.

Establish a reporting schedule that regularly analyses results and metrics related to marketing activities. Compare results with previous periods and analyse the differences. Try to identify reasons for successes and failures and provide lessons for further action. It is a good idea to use analytical tools such as Google Analytics for this. They provide detailed information about user behaviour or campaign effectiveness, which allows you to more accurately assess the effectiveness of your marketing efforts.

Conduct regular A/B tests to compare different campaign variants or websites. In addition to this, investigate customer touch points with your business and identify marketing activities that contribute to conversions.

Monitor customer feedback and gather their feedback on your marketing activities and brand experience. Use feedback tools such as surveys, reviews or social media interactions. This feedback will provide valuable information about how your marketing activities are perceived by customers and how they can be improved.

Include other departments, such as customer service, production or sales, in the process of monitoring the effectiveness of marketing (an approach that integrates sales and marketing is referred to as smarketing). Marketing activities affect many areas of the company, so working with other departments can help you gain valuable feedback. Remember that monitoring the effectiveness of the marketing department should be regular and take into account different perspectives. This will allow you to adjust your strategy and achieve better results.