How to Structure a Marketing Communications Dream Team

Marketing Communications teams are vital in the modern business landscape. They navigate the dynamic marketplace with strategic finesse.

Their role? To craft compelling messages that resonate with target audiences. Understanding their structure can empower your own business communications. I've learned this firsthand while growing my own marketing agency, GrantSpark.

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

Structuring Marketing Communications Department

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

• Marketing Communications department structure by discipline
  • Org Type: Traditional corporate departments
  • Best For: Midsize/Enterprise companies
• Marketing Communications 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. Marketing Communications 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
Strategy	Market Analysis, Competitive Analysis, Strategic Planning, Brand Management	Chief Marketing Officer, Marketing Strategist, Brand Manager
Content	Copywriting, Content Creation, SEO, Storytelling	Content Manager, Copywriter, SEO Specialist
Design	Graphic Design, UX/UI Design, Branding, Creative Thinking	Graphic Designer, UX/UI Designer, Creative Director
Social Media	Social Media Strategy, Community Management, Content Planning, Analytics	Social Media Manager, Community Manager, Social Media Analyst
Email Marketing	Copywriting, Email Automation, Analytics, A/B Testing	Email Marketing Manager, CRM Manager
PR	Public Relations, Media Relations, Crisis Management, Event Planning	PR Manager, Media Relations Specialist, Event Coordinator
Advertising	Advertising Strategy, Media Buying, Campaign Management, Creativity	Advertising Manager, Media Buyer, Campaign Manager
Data Analysis	Data Analysis, Market Research, Reporting, Data Visualization	Data Analyst, Market Researcher, Report Analyst

2. Marketing Communications 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
Product Marketing	Product Knowledge, Market Research, Competitive Analysis, Communication Skills, Strategic Planning	Product Marketing Manager, Product Marketing Specialist
Event Management	Event Planning, Organizational Skills, Communication, Budget Management, Attention to Detail	Event Manager, Event Coordinator
Customer Relations	Customer Service, Relationship Management, Communication, Problem-solving, Empathy	Customer Relations Manager, Customer Service Representative
Internal Communication	Interpersonal Skills, Writing Skills, Project Management, Strategic Planning, Employee Engagement	Internal Communications Manager, Communications Coordinator
Influencer Marketing	Networking, Social Media Savvy, Brand Knowledge, Negotiation, Creativity	Influencer Marketing Manager, Influencer Relations Specialist
Market Research	Data Collection, Analytical Skills, Market Analysis, Critical Thinking, Reporting	Market Research Analyst, Market Research Manager

Marketing Communications 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 and simple marketing needs.
Small-Medium Business	4-8	Increased needs but still budget-conscious.
Large Enterprise	10+	Complex and diverse marketing requirements.

Factors to Consider When Deciding On a Marketing Communications Department Structure

1. Business Goals: Understand the overarching objectives of your business. Your marketing communications team should align with these goals to drive success and growth.
2. Team Expertise: Take into account the skills and experience of your team members. They should have a diverse range of abilities to handle different aspects of marketing communications effectively.
3. Target Audience: Know who your primary audience is. Your team's structure and strategies should be designed to engage and resonate with these individuals.
4. Budget Constraints: Consider your financial resources. The size and complexity of your team must be sustainable within your budget, while still meeting your marketing needs.
5. Industry Trends: Stay updated with current marketing trends and technologies. Your team's structure should be flexible enough to adapt to these changes, ensuring it remains effective in a rapidly-evolving landscape.

Explore other marketing departments:

• Marketing Team Structure
• Product Marketing Team Structure
• Advertising Agency Team Structure

So, there you have it, a detailed overview of a Marketing Communications 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.