The Internal Marketing Team of Today

In the quest for a more rounded, holistic approach to marketing, this is how a modern team is shaping up in the digital era:

Data Scientists / Business Analysts

With a deep understanding of data and AI, a data scientist will connect your MarTech infrastructure for closed-loop reporting. These analytics feed the AI with the necessary insights to hone your marketing strategies.

Content Producers

Necessitated by the sheer quantity of content needed, Content Producers are increasingly brought in-house. From copy and video to interactive and experiential, having an internal creative team allows a business to jump on opportunities as and when they arise.

T-Shaped Marketers

With a broad, deep understanding of how all the marketing pieces fit and work together, a T-Shaped Marketer focuses on the goals and objectives of a marketing strategy to ensure all aspects are complementing and elevating one another.

MarTech Experts

Digital marketing is in a constant state of flux, so it’s important to have an expert that keeps up with current trends while having an eye to the future. A MarTech Expert will have extensive knowledge of the various MarTech tools in your setup, and be able to maximise the potential of each. With marketing technology ever-expanding, it’s vital for an internal marketing team to include a specialist who can manage and optimise a company’s stack, as well as implement any new tools.

Marketing Director / Head of Marketing / CMO

From idea through to evaluation, development, and implementation, a Marketing Director is tasked with steering strategy, employees, and service providers in the right direction. This includes growing and nurturing the team and ensuring each and every step in the marketing strategy is effective.

Digital Marketing Manager

More hands-on than a Marketing Director, a Digital Marketing Manager ensures a brand or business remains top-of-mind through the promotion of brand-related collateral. The ability to maintain good working relationships with agencies is considered vital, as is a working understanding of the latest tools on the market as they can be integrated for efficiency and success.

Developers

Previously, you’d only find this role in the IT department. But due to the sheer amount of marketing and customer experience work requiring the skills of both front-end and back-end developers, these specialists are now occupying full-time roles in marketing teams.

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