Marketing Team Roles, Skills, and Responsibilities
Updated August 27, 2023
Effective marketing is an important part of successful brand awareness, campaign management, and sales strategies. Marketing connects businesses and their products or services with targeted consumers who are most likely to benefit and increase company profits and success. Understanding the basics of marketing and the essential roles of team members can help in a marketing, sales, or business management career. In this article, we discuss what a marketing team is, reveal its key functions, explain why marketing is important, explore important marketing skills, and review key team members and their roles.
What is a marketing team?
A marketing team is a group of professionals who examine markets and trends in relation to a specific company or industry. A team uses this information to devise and implement strategies to bring awareness to and promote a company's brands, look for new market opportunities, and increase sales of products or services. Often, teams include several key individuals with varying skills and responsibilities who work together to achieve defined goals developed through intensive and targeted market research.
What are the key responsibilities of a team?
As technology advances and social media platforms increase, many marketing strategies have also changed to meet these new delivery channels and opportunities. Digital marketing is often a significant part of marketing objectives, as are overall brand management, public relations, and a general awareness of various industries. Other common responsibilities include:
Consulting with potential clients to determine goals and objectives
Researching market and industry trends
Identifying and analyzing target audience data
Creating marketing plans based on company objectives and market research
Developing specific, measurable, attainable, relevant, and time-bound (SMART) goals
Selecting effective marketing tools to implement targeted campaigns
Developing or maintaining brand image and strategies to preserve its consistency
Creating digital and physical content marketing materials
Conducting and studying customer satisfaction through various tools to shape campaign decisions
Attending weekly meetings to discuss SMART goals and assure timely milestones
Communicating with management and sales teams to coordinate ongoing efforts
Managing social media platforms to correlate with campaign objectives
Overseeing and monitoring campaign success
Evaluating competitors and keeping apprised of market position
Developing and maintaining website content, tone, and updates
Negotiating with ad placement agencies
Creating images and messages for circulation that convey brand values and increase sales
Designing, implementing, and monitoring customer outreach campaigns
Working with the media to promote campaigns, the organization, or brand
Why is marketing important?
Whether a company is a small business or a large corporation, marketing can be an important tool to connect consumers with a company's products or services. Through marketing, organizations, institutions, and individuals can provide a legitimized voice to promote objectives, like brand awareness, new product launches, or important messaging. Other reasons marketing is important include:
Helping to educate people about important issues
Providing people with new solutions to challenges
Creating or building a target audience
Helping a business better understand its objectives, core market, and customers
Building a new company or ensuring an existing one flourishes
Developing and maintaining customer loyalty
Saving time, money and effort by focusing on initiatives that reach the right audience
Creating a more relatable, caring, ethically minded company image or brand
Highlighting important company connections to key social causes
Increasing charitable donations for important causes
Building or solidifying a company's reputation
Increasing company revenues
Effective marketing skills
The following soft and hard skills are valuable for marketing candidates:
Soft skills are those transferable talents typically earned through life experience and previous work. They are often called interpersonal skills and can include such things as how you work with colleagues, handle stressful situations, and various communications styles. Here are some common soft skills for marketing:
Communication: Both written and spoken communication skills are important to convey ideas effectively to team members and clients.
Creative thinking: Creativity is a key in marketing, so being able to come up with creative solutions and ideas for innovative marketing campaigns is useful.
Analytical thinking: Analytical thinking can help in situations that require problem solving or forethought.
Negotiation: Part of marketing includes working with a team and diverse clientele, each with their own ideas and agenda, so being able to negotiate within this context can be helpful.
Stress management: Often marketing can involve strict deadlines, many personalities, and large budgets that demand results, so approaching your job with confidence in stressful situations is often necessary.
Sales: Part of marketing involves selling ideas and concepts to clients and the public, so having a sales mindset can be beneficial.
Storytelling: Marketing is often about telling a story to the public they can relate to while helping to build brand awareness and company revenues.
You learn hard or technical skills through education or on-the-job experience. They allow you to carry out your job effectively and confidently and can include things like computer skills, knowledge of marketing concepts, or management experience. Here are some common hard skills for marketing:
Proficiency with digital marketing tools: Knowing coding languages, photo editing, design, analytics, video and audio production, e-mail delivery, search engine optimization (SEO), and advertising programs can be beneficial.
Competency in content marketing tools: Having experience with social media platforms, targeted messaging, creating blogs, articles, podcasts, videos, and publishing programs, among other content tools, can be an advantage.
Experience with UX design: A large part of marketing is creating a memorable visual user experience (UX), so understanding UX design can help create a lasting impression on consumers and a successful marketing campaign.
Efficiency with CRO: Digital marketing campaigns often rely on turning website traffic into sales, so having a good understanding of the concepts and terminology associated with conversion rate optimization can be helpful.
Knowledge of data analysis: Marketing campaigns regularly use data to create effective targeted campaigns, so understanding data analysis, including how to read and interpret data, can be an important skill.
Understanding SEO: Seach engine optimization can be a basic requirement for creating effective marketing content, so understanding SEO to help build traffic, customers, brand recognition, and consumer loyalty can be valuable.
Related: Top 10 Skills of a Marketing Manager
What roles are important for a good team?
The size of the team that works in marketing and the roles required can depend on the size of the company and the campaign. There are several diverse and key roles within a team, each with various functions. Here are some roles:
Marketing managers lead the team and carry out the campaign vision. They ensure each team member meets campaign goals and their job specifics. Marketing managers may help develop campaigns, lead team meetings, communicate progress to executives and clients, and can hire employees. They ensure the team stays focused, organized, within budget, and meets its goals.
SEO specialists have advanced knowledge of search engine processes and ensure clients remain relevant and visible online by maximizing website traffic through keyword integration and SEO analytics. They often work closely with digital team members, like visual designers, content marketers, and website developers. SEO specialists often monitor daily performance data using various analytics tools and then establish quantitative targets they can use to measure improvement in the marketing campaign and the team's efforts.
Data analysts research and track targeted market data, consumer trends, meaningful qualitative and key quantitative data, record client and competitor performance analytics, and analyze and communicate findings to management. They can work with research analysts to help develop effective strategies and monitor and track campaign progress. Data analysts are often a key member of the team because they identify and collect valuable statistical information, and interpret data, removing outliers, for example.
Public relations manager
Public relations (PR) managers develop and implement brand management strategies to improve public perception. They can establish consistency and a positive brand image across marketing efforts by attending industry events, working with media, building and maintaining customer and client relations, and developing customer outreach and social media campaigns. PR managers are often responsible for hiring and managing in-house or freelance photographers, designers, and copywriters.
Brand strategists maintain brand image and focus on aesthetic aspects of marketing to establish consistent branding across the campaign. They often create logos, colour schemes, choose fonts to appear across all digital and print content, and ensure consistent messaging across platforms. A large part of a brand strategist's job can also involve researching competing companies to explore any strengths or weaknesses and any lessons this information might provide.
A visual designer creates and preserves the artistic vision or message for the marketing team's various projects. They handle ad creation, editing promotional videos, and ensuring visual materials remain consistent across all platforms and align with brand values and objectives. They may work closely with advertising and sales teams to create, edit, and publish visual material, like promotional images and videos, product packaging, or social media content.
Content marketers write, edit, and publish text and web copy for promotional use and can work closely with SEO specialists to create content that aligns with brand objectives. They incorporate SEO strategies to increase website traffic and may write newsletters, social media captions, and product descriptions. These professionals may also create targeted email campaigns to generate new users or mailing lists, for example.
Websites can represent the values, image, and face of a company, so website developers ensure a website conveys consistent brand image is easy to navigate, looks professional, and ensures the internet presence supports campaign objectives. Website developers often write and generate code using various software programs. Depending on the type of project, they may also be responsible for front-end development, back-end development, or both, often called full-stack development.
Pay-per-click (PPC) specialists oversee paid digital advertising efforts. They typically have an advanced understanding of finance and business operations, and extensive knowledge of paid advertising processes. They can bid for ad placement, negotiate with placement agencies, review and adjust spending, assess ad copy performance, and report data to management.
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