Don't Do It Yourself

How to Structure a Performance Marketing Dream Team

How to Structure a Performance Marketing Dream Team

Performance marketing teams are game changers in today's business world. They drive growth and ensure businesses thrive in our fast-paced environment.

Understanding how to structure these teams is key. It lays the groundwork for success, promoting efficiency and effectiveness. I speak from experience from running my own marketing agency, GrantSpark.

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

Best for Growth Marketers

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  • Strength in brand marketing and growth marketing
  • High-level U.S. resources as well as low-cost, overseas marketing assistants available
  • 48-hour talent matching, with 75% of clients hiring their first match.

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Best for Paid Ads & CMO's

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  • Strength in fractional CMO's, paid social and search ads, and affiliate programs.
  • Specialties in SEO, content, and email marketing
  • No minimum hours for contractors to help you start on a small budget

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Best for eCommerce Marketing



  • Strength in eCommerce, influencer marketing, and growth marketing
  • Detailed marketing audits available
  • Fixed price marketing packages and 48-hour talent matching

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Structuring Performance Marketing Department

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

  • Performance Marketing department structure by discipline
    • Org Type: Traditional corporate departments
    • Best For: Midsize/Enterprise companies
  • Performance 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. Performance Marketing Department Structure by Discipline

Performance 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 optimization, Link building, SEO auditing SEO Specialist, SEO Analyst, SEO Manager
Social Media Content creation, Social media strategy, Community management, Social media analytics Social Media Specialist, Social Media Manager, Social Media Analyst
PPC Keyword bidding, Campaign management, Conversion rate optimization, PPC analytics PPC Specialist, PPC Analyst, PPC Manager
Email Marketing Copywriting, Email design, A/B testing, Email marketing analytics Email Marketing Specialist, Email Marketing Manager
Content Copywriting, Content strategy, SEO writing, Blogging Content Writer, Content Strategist, Content Manager
Analytics Data analysis, Google Analytics, A/B testing, Conversion rate optimization Data Analyst, Digital Marketing Analyst, Marketing Analytics Manager
Affiliate Marketing Partnership development, Campaign management, Affiliate tracking, Performance analysis Affiliate Manager, Affiliate Coordinator, Affiliate Marketing Specialist
Mobile Marketing Mobile advertising, App store optimization, Mobile analytics, Mobile marketing strategy Mobile Marketing Specialist, Mobile Marketing Manager

2. Performance Marketing Department Structure by Function

Performance 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 Performance analysis, Strategic planning, Market research, Budgeting Performance Marketing Strategist, Performance Marketing Director
Conversion Optimization A/B testing, Landing page optimization, User experience (UX), Sales funnel management Conversion Rate Optimizer, Conversion Specialist
Creative Graphic design, Video production, Copywriting, Branding Creative Director, Graphic Designer, Copywriter
Programmatic Advertising Real-time bidding, Demand-side platform (DSP), Data management platform (DMP), Campaign management Programmatic Trader, Programmatic Campaign Manager
Performance Analysis Data analysis, Performance reporting, Marketing analytics, ROI calculation Performance Analyst, Performance Reporting Manager
Media Buying Negotiation, Media planning, Campaign management, Vendor relationship management Media Buyer, Media Planner

Performance 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 demand a small, multitasking team.
Small-Medium Business 4-7 Increased workload requires a more specialized team.
Large Enterprise 8+ Complex campaigns necessitate a larger, diverse team.

Factors to Consider When Deciding On a Performance Marketing Department Structure

  1. Team Skills: Consider the skills required for performance marketing. These may include digital marketing, data analytics, and project management. The team should have a diverse skill set for effective marketing campaigns.
  2. Business Goals: Align your team structure with the business's strategic goals. This will help the team to focus on the tasks that drive the most value for the business.
  3. Resource Allocation: Evaluate your resources. This includes the budget, tools, and time available. It's crucial to use these resources efficiently to achieve the best results.
  4. Market Trends: Keep an eye on the latest trends in digital marketing. The team should be adaptable to new technologies and strategies for effective performance marketing.
  5. Communication: Ensure there are clear channels for communication within the team. Good communication is key to coordinating efforts and achieving marketing objectives.

Explore other marketing departments:

So, there you have it, a detailed overview of a Performance 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.