Who Do You Need on Your Marketing Team? A Business Guide


Marketing is essential for any business that wants to get its product or service off the ground and in front of the eyes of many. Without it, you are essentially just sitting around hoping someone looks in your direction without any prompting – not exactly the fastest route to business success.

This is where you need a comprehensive marketing team to help get you in front of your target audience and to stay. 

Building a solid marketing team is paramount to the success of any business, and the role of marketing has never been more crucial now businesses are no longer tied to location.
It is not sufficient now to rely on a one-person marketing department or outsource all your marketing needs if you want to make real waves in your business and keep your eyes on the prize at all times.

To drive brand awareness, generate leads, and convert your prospects into customers, you need a diverse and skilled marketing team on hand, which is why this piece is going to serve as a guide that will delve into the key roles and skills required for an effective marketing team, and how you can build and manage one that drives your business forward.

Let’s get into it!

Your Core Marketing Team


Chief Marketing Officer (CMO)

Every marketing team needs a chief marketing officer to oversee everything. They will be the leader of your marketing team and responsible for developing and executing your marketing strategy. Realistically, they are typically senior executives who oversee all aspects of marketing, including planning, budgeting, and team management, and will have experience in these areas. 

Skills a CMO should have include:

  1. Strategic thinking – The ability to set and execute a successful marketing strategy that is aligned with the company’s overall goals.
  2. Strong leadership – To be able to inspire and guide the marketing team towards achieving their objectives.
  3. Analytics – Be able to conduct strong data analysis to measure the effectiveness of all marketing efforts, so they are able to make data-driven decisions.
  4. Excellent communication – To collaborate with their team, other departments, and clients and be able to convey the marketing strategy to the team effectively.

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Marketing Manager

Next up in the wonder team is the marketing manager.

The marketing manager will be responsible for implementing any marketing strategies that are created by the CMO. They are there to oversee marketing campaigns, manage the team, and ensure that marketing goals are met.

Key skills for a marketing manager include:


  1. Project management – The ability to plan, execute, and monitor marketing campaigns.
  2. Team leadership – To supervise and guide the marketing team members.
  3. Data analysis – To be able to use data to assess campaign performance and make any necessary improvements.

Content Marketing Manager

Content marketing has become a crucial aspect of the more modern marketing strategies, which help build up a rapport with customers and clients and build up brand trust.

The content marketing manager can be responsible for creating, curating, and promoting content that engages the target audience. They might also manage a team of content creators. 

Ideally, content marketing managers should have skills such as:

  1. Strong writing and editing skills – To be able to create compelling and high-quality content that inspires engagement.
  2. SEO knowledge – An understanding of search engine optimization to optimize content for search engines to get it seen.
  3. Content promotion skills – To distribute content through various channels, such as social media and email marketing.

Digital Marketing Manager

With the increasing importance of digital channels (and the rate at which they keep appearing), a digital marketing manager is essential for making sure all online platforms are used effectively to get the best out of content and marketing strategies.

This role requires:

  1. Digital advertising expertise – A real proficiency in managing paid advertising campaigns on platforms like Google Ads, Facebook Ads, and other options. 
  2. Social media management – The ability to oversee and execute social media strategies, make sure they are performing as expected, and make any necessary changes.
  3. Analytics – Using data to measure the performance of digital marketing efforts and optimize them.

Creative and Design Roles

Graphic Designer

It is no secret that visual content is a key component of any marketing strategy. Whether you want to use an infographic, photos, or mixed media, a graphic designer would be responsible for creating visually appealing and on-brand design elements that work cohesively.

Their skills should include:


  1. Design – Talent in design tools like Adobe Photoshop, Illustrator, or Canva.
  2. Creativity – To conceptualize and then execute eye-catching designs that stand out.
  3. Knowledge of branding – To ensure consistency in design across all marketing materials.

Video Producer/Editor

Video content is becoming more and more popular by the second and, in many areas, is the preferred way to see content. 

With that in mind, having a video producer/editor on your team can help you harness its potential and bring in a whole other level of audiences who prefer this kind of content.

 Key skills for this role include:

  1. Video production skills – Shooting and editing videos that tell compelling stories that people won’t be able to turn away from.
  2. Knowledge of video editing software such as Adobe Premiere Pro or Final Cut Pro.
  3. Creativity and storytelling abilities to help drive the brand’s narrative forward.

Web Developer

Your website is one of the most important aspects of your business now that almost everything is online. Not only that, but it is often the first point of contact for any potential customers. A web developer is there to make sure that it’s functional, user-friendly, and visually appealing to help keep people on it and enjoying it.

 Key skills include:

  1. Proficiency in web development languages like HTML, CSS, and JavaScript.
  2. CMS (content management system) experience, such as WordPress.
  3. SEO knowledge – To optimize the website for search engines to find.

Data and Analytics

Data Analyst

Data-driven decision-making is absolutely fundamental to marketing in this day and age. Now that it is so easy to gather information from what customers get up to, it would be foolish for businesses not to use it to their advantage.

This is where a data analyst comes in. They are responsible for collecting, analyzing, and interpreting data to provide insights that drive marketing strategies forward to success.

Key skills here include:

  1. Proficiency in data analysis tools like Google Analytics or marketing automation software.
  2. Excel skills.
  3. The ability to identify trends and provide actionable insights – essential.

Marketing Analyst

A marketing analyst is someone who specializes in understanding the effectiveness of marketing campaigns. This is essential when it comes to not wasting money and time on campaigns that have little chance of being successful.
Marketing analysts help in optimizing strategies by analyzing campaign performance metrics, return on investment (ROI), and conversion rates. This data is then used to create more suitable campaigns. 

Skills for this role include:

  1. Analytics – Proficiency in data analysis and reporting.
  2. Marketing automation software knowledge.
  3. Understanding of A/B testing and split testing.

SEO Specialist

Search engine optimization (SEO) plays a vital role in improving a company’s online visibility. Without it, search engines don’t know what they are looking at and therefore cannot recommend your content as a legitimate answer. 

An SEO specialist is responsible for optimizing content and web properties for search engines. Key skills include:

  1. Keyword research and analysis.
  2. On-page and off-page SEO techniques.
  3. Understanding of SEO tools like SEMrush and Moz.

Email Marketing Specialist

Email marketing can be an effective way to engage with your audience and nurture leads, and an email marketing specialist is the person who is responsible for creating, sending, and tracking email campaigns. 

Their skills should include:

  1. Proficiency in email marketing platforms like MailChimp or HubSpot.
  2. Copywriting skills for crafting engaging email content.
  3. Data analysis to measure campaign effectiveness.

Marketing Automation Specialist

Marketing automation tools like HubSpot and Marketo help streamline marketing efforts. A marketing automation specialist is responsible for configuring and optimizing these tools to automate repetitive tasks and nurture leads effectively. 

Key skills include:

  1. Proficiency in marketing automation software.
  2. Workflow design and implementation.
  3. Lead scoring and segmentation.

Social Media and Community Management

Social Media Manager

Social media has become an integral part of marketing strategies, and it is here to stay. A social media manager is responsible for creating and executing social media campaigns.

Key skills include:

  1. Social media expertise – Proficiency in platforms like Facebook, Twitter, LinkedIn, Instagram, and others where applicable.
  2. Content creation skills.
  3. Analytics and reporting.

Community Manager

Community management is essential for building and nurturing a loyal customer base that will return time and time again. 

A community manager is responsible for engaging with the audience on social media and other platforms, moderating discussions, and addressing customer concerns. 

Key skills include:


  1. Strong communication and interpersonal skills.
  2. Crisis management and conflict resolution abilities.
  3. Brand advocacy and building.