Have you ever wondered what all the roles in marketing are?
Each division of marketing plays a crucial role in driving specific aspects of the marketing strategy so understanding the skill sets associated with each division is essential for building a well-rounded and effective marketing team.
Let’s take a look at a few of the common ones that you’ll find most businesses have.
Social media marketers are responsible for managing and executing social media campaigns across various platforms - a role that has become more and more important over the last decade. They possess strong communication skills, creativity, and a deep understanding of social media trends and algorithms. Lots of people think they can just jump into a social media role, start posting and the results will follow but it’s a far more strategic role than that. Proficiency in content creation, community management, and analytics tools is essential for success in this role.
SEO specialists focus on improving a website's visibility and ranking in search engine results pages. They possess a strong understanding of search engine algorithms, keyword research, on-page and off-page optimisation techniques, and website analytics. Attention to detail, analytical skills, and the ability to adapt to evolving search trends are key attributes of successful SEO professionals. This is a great role to have in-house if you have the budget, but is a role that I see outsourced a lot.
Web developers are responsible for designing, building, and maintaining websites. They possess technical expertise in programming languages as well as proficiency in content management systems. Strong problem-solving skills, attention to detail, and an eye for design are essential for web developers. Again, depending on how much on-going dev you’ll need in your team once the website is built will be a deciding factor in having this role in-house or hiring a freelancer or agency to deliver this part of your strategy.
Growth marketers focus on driving user acquisition, activation, retention, and revenue growth for a business. They possess a combination of analytical, creative, and strategic skills, with a deep understanding of marketing automation, conversion rate optimisation (CRO), and customer lifecycle management. Growth marketers are data-driven and constantly experiment with new strategies to achieve scalable growth.
Performance marketers focus on driving measurable results and return on investment (ROI) for marketing campaigns. They possess strong analytical skills, proficiency in digital advertising platforms such as Google Ads and Facebook Ads, and the ability to optimise campaigns for maximum efficiency and effectiveness. Attention to detail, data analysis, and a results-oriented mindset are essential for performance marketers.
Brand marketers focus on building and managing a company's brand identity and reputation. They possess strong creative and strategic skills, with a deep understanding of brand positioning, messaging, and storytelling. Brand marketers collaborate closely with other divisions to ensure brand consistency across all marketing channels and touchpoints.
Email marketers are responsible for designing, executing, and optimising email marketing campaigns to drive engagement and conversions. They have strong writing skills, knowledge of email marketing best practices, and proficiency in email automation and segmentation tools. Attention to detail, A/B testing, and an understanding of customer segmentation are key to be successful as an email marketer.
Event marketers focus on planning, coordinating, and executing events and experiential marketing initiatives. They possess strong project management skills, creativity, and attention to detail, with the ability to manage multiple tasks and deadlines simultaneously. Event marketers also possess excellent communication and interpersonal skills to engage with attendees and stakeholders effectively.
Content marketers focus on creating and distributing valuable, relevant content to attract and engage a target audience. They possess strong writing, editing, and storytelling skills, as well as experience in content marketing tools and platforms. Content marketers also have a deep understanding of SEO, social media, and analytics to optimise content for maximum reach and impact. It’s possible to combine a number of skills within this one role and a very valuable role to have within any marketing team.
Designers are responsible for creating visually appealing assets and collateral for marketing campaigns and materials. They possess strong graphic design skills and an eye for aesthetics and branding. Designers collaborate closely with other divisions to bring marketing concepts to life and maintain brand consistency across all visual elements. We are starting to see more and more marketers become responsible for design ideas as well as marketing ideas now, which has both its pros and cons!
Paid ads marketers specialise in creating and optimising paid advertising campaigns across various digital channels, such as search engines, social media platforms, and display networks. They have strong analytical skills, know advertising platforms such as Google Ads and Facebook Ads inside out, and the ability to optimise campaigns for maximum return on investment (ROI).
Product marketers focus on promoting and positioning a company's products or services in the market. They need strong strategic and analytical skills, with a deep understanding of market research, competitor analysis, and product positioning. Product marketers collaborate closely with product development, sales, and marketing teams to drive product adoption and revenue growth.
You might also see customer segmented marketers such as B2B or B2C marketing specialists. The targeting and engaging either businesses or individual consumers, respectively. They have a deep understanding of their target audience's needs, pain points, and buying behaviour, as well as understanding marketing strategies and tactics tailored to their specific audience segment.
And that’s just the common roles!
Understanding the divisions within a marketing team and the corresponding skill sets required for each role is essential for building a well-rounded and effective marketing team. By hiring in unique strengths and expertise, you can create really strong marketing formations and deliver impactful marketing that drive business growth and success.
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