How to Structure an eCommerce Marketing Dream Team

Navigating the digital marketplace requires a robust Ecommerce Marketing team. Their role is pivotal in the fast-paced online business landscape.

They strategize, execute, and drive growth, making them indispensable assets. Understanding their structure can pave the way for success. We've learned this firsthand while growing our own marketing agency, GrantSpark.

But first, let's talk about the Ecommerce Marketing department structures you have to choose from.

Structuring Ecommerce Marketing Department

There are two main types of department structures based on company size and resources.

• Ecommerce Marketing department structure by discipline
  • Org Type: Traditional corporate departments
  • Best For: Midsize/Enterprise companies
• Ecommerce Marketing department structure by function
  • Org Type: Employees are grouped by activities and objectives
  • Best For: Small to Medium Sized Business (SMB)

Let’s go in-depth to each one of them.

1. Ecommerce Marketing Department Structure by Discipline

Discipline-based structure involves building teams centered around various marketing disciplines. For example, SEO, Content, Market Research, and Product Strategy could each form separate teams within a department.

Discipline	Key Skills	Potential Roles
SEO	Keyword Research, On-Page SEO, Link Building, SEO Analytics, Technical SEO	SEO Specialist, SEO Manager, SEO Director
Content	Copywriting, Editing, Content Planning, Content SEO, Multimedia Content Creation	Content Writer, Content Manager, Content Director
Email	Email Design, Email Copywriting, Email Analytics, Marketing Automation, A/B Testing	Email Marketing Specialist, Email Marketing Manager, Email Marketing Director
Social Media	Content Creation, Social Listening, Analytics, Community Management, Paid Social Ads	Social Media Specialist, Social Media Manager, Social Media Director
PPC	Keyword Research, PPC Bidding, Conversion Rate Optimization, PPC Analytics, Ad Copywriting	PPC Specialist, PPC Manager, PPC Director
Analytics	Data Analysis, Reporting, A/B Testing, Data Visualization, Ecommerce Analytics	Data Analyst, Analytics Manager, Director of Analytics
Website	Website Design, UX/UI, Ecommerce Platform Management, Conversion Rate Optimization, A/B Testing	Website Designer, Website Manager, Website Director
Product	Product Management, Market Research, Competitive Analysis, Product Marketing, Cross-Functional Leadership	Product Manager, Product Marketing Manager, Director of Product

2. Ecommerce Marketing Department Structure by Function

Another approach is structuring by function, where teams are formed based on the different functions they perform. For example, promotion, launches, and relationship management could all be separate teams.

Function	Key Skills	Potential Roles
Strategy	Ecommerce Strategy, Market Research, Budgeting, ROI Optimization, Cross-Functional Leadership	Ecommerce Strategist, Ecommerce Marketing Manager, Director of Ecommerce
Merchandising	Product Selection, Pricing Strategy, Promotional Planning, Customer Experience, Cross-Selling and Up-Selling	Ecommerce Merchandiser, Merchandising Manager, Director of Merchandising
Customer Experience	Customer Journey Mapping, UX/UI, Customer Feedback Analysis, A/B Testing, Personalization	Customer Experience Specialist, Customer Experience Manager, Director of Customer Experience
Brand	Brand Strategy, Market Positioning, Customer Perception, Brand Communication, Brand Analysis	Brand Specialist, Brand Manager, Brand Director
Affiliates	Affiliate Recruitment, Relationship Management, Performance Analysis, Commission Strategies, Affiliate Marketing	Affiliate Specialist, Affiliate Manager, Director of Affiliate Marketing
Conversion Optimization	Conversion Rate Optimization, A/B Testing, UX/UI, Sales Funnel Management, Analytics	Conversion Rate Specialist, Conversion Rate Manager, Director of Conversion Optimization

Ecommerce Marketing Team Size versus Business Scale

To achieve successful marketing outcomes, you need to align the team size with your business's scale – a strategic approach that helps optimize resources and drive targeted growth.

Business Scale	Ideal Department Size	Explanation
Start-up	1-3	Limited resources necessitate a lean, multi-skilled team.
Small-Medium Business	4-8	More resources allow for specialization, improving campaign effectiveness.
Large Enterprise	9+	Vast operations require a large team for diverse marketing needs.

Factors to Consider When Deciding On an eCommerce Marketing Department Structure

1. Business Goals: Understand your business objectives first. This will help guide your decision on the structure of your marketing team. This could be anything from increasing brand awareness, driving sales, or improving customer satisfaction.
2. Team Skills: Evaluate the skills and expertise your team already possesses. This could include areas like SEO, content creation, social media management, and data analysis. The skills of your team will determine which roles are necessary and which are not.
3. Budget Allocation: Consider how much you are willing to invest in your marketing team. This will affect the number of team members you can hire, the technology you use, and the scale of your campaigns.
4. Customer Behavior: Understand your target audience and their behavior. This includes their purchasing habits, preferred social media platforms, and the type of content they engage with. This information will help you tailor your marketing strategies.
5. Industry Trends: Stay updated with the latest trends in ecommerce marketing. The digital marketing landscape is always changing, and staying ahead of these trends can give your business a competitive edge.

Explore other marketing departments:

• Content Team Structure
• Lifecycle Marketing Team Structure
• Branding Team Structure

So, there you have it, a detailed overview of an eCommerce Marketing team structure. From the essence of the team and key roles, to structuring and optimizing; every aspect tailored to achieve success on your business blueprint.