Marketing department roles and their responsibilities

By Indeed Editorial Team

Updated 22 January 2023

Published 30 November 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

The marketing department is crucial to most organisations and is responsible for brand management, positive brand value, market distribution, customer relations and sales strategies. Their efforts influence the growth of a company which is why it's important to promote a strong and dedicated team. If you're building a marketing department for your business, understanding the essential roles to fill and their relevant skills is important. In this article, we discuss various marketing department roles and the responsibilities of the marketing department team.

Related: What is a marketing environment?

10 marketing department roles

Understanding the various marketing department roles is important to building a strong marketing team. They're central to the entire business, so building it right determines scalability and sustainability. Below are 10 important marketing roles and how they function in the team:

1. Marketing manager

The marketing manager is also called the head of marketing. They're in charge of ensuring the efficiency and effectiveness of other members of the department. The marketing manager is an overseer who bridges departments in the company. They prepare and present the marketing budget to the company, designs marketing campaigns and strategies in collaboration with other team members, assigns tasks, monitors progress and evaluate results. The marketing manager is also in charge of hiring creative talents necessary for the department and overall growth of the company. They often do this in collaboration with the human resources team of the company.

Related: 8 essential marketing manager skills

2. Content creator

All the marketing channels adopted for brands require valuable content to thrive. The job of a content creator is to design and create digital content required for blog articles, newsletters, social media posts, images, videos and sales copies for landing pages on products and services. Generating and distributing valuable content that connects prospective clients to the business is important to building a sustainable business. The content creator is a master at using compelling words. They also use these words to brand the company's value. Look for a content creator who is creative, versatile, flexible and socially savvy when hiring.

Related: How To Write a Marketing Cover Letter

3. Brand strategist

This is another important role in the marketing department. While the brand manager serves as an overseer, the brand strategist ensures consistent brand image and experience with logo colour, font style, font size and website structure across all platforms. Strategic thinking, understanding human psychology and mastering persuasion are important characteristics of a brand strategist which help them influence how customers think and feel about the brand. Note that a brand strategist isn't necessarily the same as a visual designer, but their existence in the marketing department is complimentary.

Related: How to become a marketing researcher (with tips and skills)

4. SEO specialist

It's wise to optimise all the content your business distributes online for search engines like Google and other social media platforms. That's what Search Engine Optimisation (SEO) is about. This starts with researching for keywords or key phrases that your targets are likely to use when carrying out search queries related to your business through engines and using them intentionally when generating content titles and creating them.

In addition, the SEO specialist carries out an SEO analysis to evaluate the effectiveness of an optimised website. SEO boosts your visibility as you're more likely to rank at the top of search result pages. The SEO specialist works closely with the content creator and website designer.

5. Data analyst

Marketing department roles are incomplete without a data analyst. Data are performance indicators that drive overall marketing goals. Data covers customer data, competitor analysis, market research, ad metrics, customer survey and sales data. Analysing every available data helps the business to make careful, smart decisions about their products and strategies to enhance growth. A data analyst is curious and willing to experiment. Their strength lies in being able to identify trends and patterns fast.

Read more: How to become a data analyst

6. Public relations manager

The public's perception of your brand is important. Try not to wait until a situation arises before minding it. The best public relations managers are proactive. They work with other marketing department team members to maintain a positive public image. A public relations manager also collaborates with the content creator to design content that helps your brand own the conversation and influence relationships. They're often referred to as 'image shapers' and map out strategies for social media campaigns, recommends industry-related influencers to partner with and projects to sponsor.

Related: Marketing vs PR: Key Role Differences

7. Website developer

Digital presence is ideal for businesses looking to boost their offline presence, create consistent awareness and sustain the business. A website says a lot about your company, so it's important to ensure it fits your goals. Look out for a professional who can consistently create a uniform online presence that boosts your company's vision. A professional website developer understands mobile and desktop functionality. They collaborate with the SEO specialist to build a well-optimised website.

8. Visual designer

A brand strategist is different from a visual designer. A visual designer solidifies the roles of the marketing department as they use visual elements to disseminate ideas and information. The visual designer works closely with the website designer, content creator and brand strategists to design concepts and layouts for promotional materials like images, videos and product packages that are consistent with your brand's objective and goal. Visual designers also work on the aesthetics and user experience of a web app, website and other digital designs.

9. Ads specialist

An ads specialist designs and implements marketing strategies through paid advertising. They have roles like the execution of sales strategies and operations to promote the company's goals. An experienced ads specialist, like the brand strategist, is a strategic thinker, understands human psychology and is highly persuasive with words. They also manage and negotiate ad budgets, placing ads and evaluating ad performance.

10. Social media manager

A social media manager is proactive, creative, socially savvy and skilled at building sustainable engagement with followers. They represent the brand's image on social media, post content and respond to comments or enquiries. They can also be community managers that promote and evaluate audience growth, engagement, reach and conversion rates. Having a social media presence along with a professional social media manager helps your business to build a community of loyal fans irrespective of their location. It helps you to relate easily with your followers, which is necessary for public relations.

Read more: How to become a social media manager: a step-by-step guide

Responsibilities of the marketing department team

Below are some of the duties of the marketing department:

  • Research: The marketing department team carries out research on market trends and customer changing behavioural patterns. Their research focuses on a group, social listening, online survey and or quiz.

  • Customer relationship management: The marketing roles cover managing end-to-end communication. They work to ensure that customers perceive your brand as friendly, resourceful and valuable to them.

  • Brand management: The responsibility of the marketing department includes helping the company maintain a consistent brand image across the board. This includes meeting with brand influencers, executing corporate social responsibilities (CSR) and representing the company at events.

  • Development of sales strategies: The marketing department develops strategies for lead generation. Although the marketing roles are different from the sales department, their relationship is essential to helping the company meet sales targets.

  • Internal communication: To effectively design and execute marketing decisions for growth, the marketing department maintains regular communication with the departments of product design and development, sales and customer support. Generally, the department communicates its activities with the company to ensure their activities align with that of the management.

  • Discover marketing trends: The marketing roles include regular searches for new marketing trends. This information and leads help in achieving the company's goal and target within the stipulated time frame.

  • Research marketing tools: Marketing tools like Google Analytics, CRM, Moz and Google Keywords make it easier to launch, execute and analyse marketing campaigns. New and improved tools emerge every day and it's the marketing department role to adopt them fast.

  • Customer experience management: The customer experience as they move from one sale funnel to the other is important to customer retention. These customers have different perceptions and values that influence their feelings, how they interpret words, images and colours and it's the marketing department role to develop an all-inclusive experience.

  • Innovation: Marketers recommend innovative ways to market the business and achieve business goals' success. They do this using data generated from research and analysis.

  • Promotion: The marketing roles cover promoting the company and its products or services before the masses. This includes executing organic and paid promotional campaigns, designing lead generators to build an active customer base, among others.

Related: How To Write a Marketing Intern Cover Letter (With Examples)

Please note that none of the companies mentioned in this article are affiliated with Indeed.

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