As marketing departments continue to grow, so does their organizational structure. There are many different levels of management in business, but the most fundamental level is that of department head. A department head is someone who holds responsibility for creating an internal process or system within his/her department. This person also leads a team of professionals under him/her.

The second highest position in a company is usually referred to as manager. Managers oversee groups of employees and make sure everyone’s working together efficiently. They too have a team they manage.

At the very top, there are individuals who hold the title of executive vice president, chief operating officer (COO), or CEO. These people coordinate and lead all other managers and executives at the company.

These positions vary slightly from industry to industry, but overall, they share one thing: leadership. The individual in this role helps set the tone and guidelines for the rest of the organization. He/she creates clear goals and expectations, and then encourages others to fulfill them.

There is a reason these positions exist! Having these structures in place gives consistency and clarity to how things should be done. It also promotes accountability because those with these titles are held accountable by higher-up officials and stakeholders.

The marketing team

As mentioned before, the goal of any successful business is to make money. Companies that do not have an organized internal marketing team are losing out on potential revenue.

As we saw in the earlier section about the difference between marketing and advertising, marketers spend most of their time promoting your product or service.

Their main focus is creating messages that will get people to use your products or services. Messages can be direct advertisements, testimonials, reviews, etc.

After all this effort has been put into marketing your company, what happens next? You wait for someone else to show up and promote you!

As professionals in promotion, they know how to market yourself and your organization effectively and efficiently.

You need to assign responsibility to these professionals so they know who to contact for answers or help with anything related to your business.

These individuals work outside of normal office hours, too so having an open line of communication is important.

The marketing coordinator

As mentioned before, the term “marketing” can mean many different things to many different people. What is considered market research changes every year as new technologies emerge and what is considered promotion of a product is sometimes dependent on how much money you have to spend.

With that said, the most basic function of marketers is creating awareness for products through advertising. This means writing article content for websites and social media pages, producing advertisements, and distributing flyers or pamphlets. Beyond this, some professionals develop online and offline campaigns to promote sales.

As companies grow larger, they usually hire additional staff members to handle specific areas. For example, at IKEA there are professional buyers who head up buying groups and teams to ensure everything from furniture to housewares is best priced and organized.

The brand manager

As mentioned before, the first person in a marketing organization that comes to mind is usually the brand manager. This is not necessarily true, but most organizations have at least one individual who fits this description.

The job of the brand manager is to create brands for your company. They do this by developing strong relationships with key people in the company, creating messaging and strategies for different areas of the business, and promoting an overall company culture.

Their goal is to spread the message about your company, so they often start new projects by finding ideas or materials that emphasize the strengths of your company. For example, if your company sells heavy equipment then you can use pictures or references that show examples of how efficient these tools are as advertisements or promotional material.

If the brand manager is doing their job well then no one outside the marketing department will ever know what products or companies you used to promote your company.

The advertising agency

As mentioned before, not every business needs to have their own marketing team that specializes in various media and strategies. Some businesses find that they are more efficient when they use an outside company for their marketing campaigns because these professionals handle all of it. This is what an advertising agency does!

An advertising agency is an organization that produces advertisements or commercials for you. They also produce videos and/or graphics designed to help your business brand look good. An agency will also manage social media accounts so that people can spread your message.

These agencies usually offer special services such as website design and development, digital marketing strategies, and publicity through blogs and other sites. These services are typically paid per project via monthly subscriptions or a yearly fee depending on how much work the agency has available at any given time.

There are many reasons why having an advertising agency be part of your business’s organizational structure is a great idea. Here are some benefits of using an agency.

The website developer

As mentioned before, the person who designs your site is called a web designer. Web designers are typically very involved in the marketing process for your business by creating logos, brands, websites, and advertisements.

They may also do things like find you new clients or retain current ones through advertising, media outreach, and influencer marketing. Some people even develop their own products to promote for you!

The most successful businesses have someone dedicated to marketing at the top level. This individual is referred to as the marketing leader or principal marketer. They oversee all of the other marketers’ work, and make sure it’s being done properly.

The social media manager

As we mentioned before, there is no one position that has been left out of the digital world. With the explosion of technology and mediums to share content through- from blogs to Facebook pages to YouTube channels– companies have new positions to create.

One of the most popular positions right now is what’s being called a “social media manager.” This person manages all other employees’ accounts for their respective brands.

This includes screen sharing, posting, engaging in conversations, and editing or creating content where needed. It also means making sure each employee is looking their best while representing the brand!

It can get tricky at times. For example, how do you manage an account with so many people in it? Does everyone need access to everything? What happens when someone else’s account is under scrutiny or they are not able to fulfill their job duties because of this?

There are ways to handle these situations, but only if done properly. And having the proper paperwork and notes will help you keep track of who does what.

The media relations manager

As mentioned before, the term media relation comes from the word relation as in relationship. But this role has evolved to include more than just talking about your company to different media outlets.

This position exists today because companies realize that having an influencer can help their brand in significant ways. By hiring someone with a social media presence or by giving them the responsibility of creating content for the company’s various accounts, they are able to reap the benefits of social marketing.

Influencers are people with large audiences who influence other people to interact with or buy from the product/service. They do this through posting pictures and videos using tools like Snapchat, Instagram, and YouTube, to name a few.

These tools give their followers access to the influencer, which may be part of the reason why their audience interacts with him/her. People feel comfortable asking questions or telling the person things he/she should know about the products since there is some kind of connection.

The marketer hires the individual so he/ she can develop these relationships and promote the brands products and services.

The promotional team

As mentioned before, marketing is more than just advertising products or media channels. It includes finding new ways to spread your company’s brand name, creating content to promote your product line, developing strategies for social media outreach, and designing logos and flyers.

All of these tasks are part of what we call the promotional team. This team typically has three members- creative, production, and promotion.

Creative people are in charge of coming up with cool ideas that help promote your product or service. They may design logos, write articles and advertisements, or even develop graphics and websites for your business.

Production workers take care of making sure those designs are put into action through printing, posting online, and filming commercials and campaigns.

Promotion professionals like myself handle the rest! I manage all forms of communication and exposure for your business including blogs, tweets, YouTube videos, and advertisements.

Not only do these professionals work for your company, but they also earn compensation dependent upon the size of their organization. A general rule of thumb is that large corporations have larger marketing departments, thus giving them more resources.

But what about you? What organizational structure does yours have? How much money can you save by merging groups? In this article, we will discuss how to organize your marketing department.