What Roles And Responsibilities Do We Need On Our Digital Team?

"When you set up a marketing team, what are the leading roles? Why?"

The essential marketing roles:

1. CMO - marketing manager

"Working with an outside expert allows you to get into the depths of SWOT (strengths, weaknesses, opportunities, and threats) analysis from an unbiased perspective. Also, it will ask the right questions to guide you through long-term options. This can slow down the process at first and be expensive, but in the long run, it speeds things up and allows you to earn more money. "- David Schnurman, Lawline

2. A strategy focused marketer

"Brand strategists are our most valuable employees. Growth cessation occurs in most early-stage companies, but the ability to be a thriving brand makes them valuable. Work with strategically focused marketers who can provide a solution that can understand and engage with the consumer most effectively"- Ryan Stoner, Phenomenon.

3. Private experts

"If you know what you need (sales, community development), hire an expert who knows how to find what you want quickly. Do not immediately cooperate or commit to an employee. Collaborate with freelancers. Most of the time, a full-time person is not needed. Thus, it will save you money and be more effective."- Alexander Mendeluk, The Disruptive.

4. An experienced marketing manager

"Let's assume that you want your marketing department to be a leader who is highly skilled and has experience in creating, managing, and developing a comprehensive marketing strategy. If you want consistency across all your marketing channels, you need someone experienced to manage this process. This person helps you make sure your marketing department and marketing strategies are well managed."- Nicole Munoz, Start Ranking Now.

5. A trusted writer

"From the start of the development of the marketing department, you have to start with someone who can write excellent writing. So whatever comes out of there leaves a good impression of growing in your business. This person can also help generate ideas and develop more content strategies."- Peter Daisyme, Due.

6. Interactive content marketer

"Customers are now looking for interactive content. Therefore, you should work with someone who knows how to create these experiences in your marketing team and know qualified potential customers. This person could be someone who has experience working with interactive content (digital marketer, author, or data scientist)."- Pratham Mittal, Outgrow

7. Strategist

"The basis of marketing is strategy. Strategy creation must precede content creation. A strategist or freelancer can prepare strategic planning."- Andrew Namminga, Andesign.

8. Marketing general manager

"It takes someone who's very hard to get started. Leaders often don't know what they want. Starting with someone who will be involved in some of the jobs can be a good way to sort things out. This person looks at the big picture and turns to specific tools and projects and becomes an expert in the process. Then you will know with which experts you will work to form a team."- David Ciccarelli, Voices.com.

9. Tactician

If you have a leader responsible for strategy, make sure you have someone on your team who understands marketing tactics. Marketing teams initially have to rely on the agencies, but it's also essential to have staff with platforms, tools, and experiences doing the work. This provides quality data that leaders can use in decision making. "- Dan Golden, BFO (Be Found Online)

10. Someone who understands sales

"The problem with many marketing teams is that sales are not talked about. One reason for this is a timing problem. Employees can sometimes be confused and irritable. Ideally, finding someone who understands many roles in a company -“~ Ismael Wrixen, FE International.

11. Young marketing experts

"Young marketing experts can make decisions that will affect all marketing branches and have enough extensive knowledge. Although they don't have much experience, they can make up for themselves with their skills. This gives you a good insight into learning the skills they have and understanding their future role. "- Christopher Swenor, East Coast

12. Data specialist

"Before you dive into significant resources for marketing, you need to understand your customers, their behavior, and where your current marketing efforts are coming from. A strategist helps shape your data and gives you insight into where you should invest in marketing. This tells you who else should work in this field. “- Justin Blanchard, ServerMania Inc.

13. Growth specialist

"This person is someone who understands your product and service closely. A growth expert understands how his strategy will be built on each platform depending on the interactions and develops his strategy. All other services such as creative, content, copywriting can be outsourced until they reach a critical audience. "-Chris Van Dusen, Parcon Media.

Digital transformation project manager

He is responsible for the company's digital projects.

FUNCTIONS:

• Determine a budget for each project.
• Analyze the competitiveness of a project from a perspective that includes technological and marketing aspects.
• Align innovative projects with the company's online marketing strategies.
• Ensure compliance with customer expectations concerning the digital product that is produced.
• Write reports on the profile of customers and interests that directly impact the product offered. Look for personalization and in-depth knowledge of consumers.
• Coordinate the internal work of design, development, and production.
• Ensure that digital products meet quality standards, checking their operation regularly to solve problems that arise.

Digital marketing manager

A digital marketing manager is the main person responsible for implementing, start-up, and controlling the digital marketing plan of a company or brand defined by the digital manager.

FUNCTIONS:

• Coordinate the creation of content in various formats that will be used later in multiple strategies: advertising, positioning (SEO) of the web, brand image, promotion, and support for events, etc.
• Carry out the branding strategy of the brand.
• Define the company's social media strategy.
• Supervise the tasks performed by the Marketing team's different employees, such as the Community Manager, the Content Manager, the SEO, and SEM professionals, among others.
• Digital Marketing Manager must analyze the main metrics (KPI's) to know at all times if the objectives are being met.
• Market research and analysis of competitor strategies.

Inboud marketing specialist

This profile's major function is to design and implement the company's Inbound Marketing strategy to attract and retain customers by creating content relevant to the target audience.

FUNCTIONS

• Design the funnel and corporate inbound marketing strategy and by business unit.
• Define the ideal client or buyer persona to direct inbound marketing actions.
• Development of "buyer journey," the buyer person's path must follow until they become a customer.
• Analyze the segmented market and purchase cycles to meet corporate objectives, attracting potential customers by offering specific products.
• Qualification of leads.
• Message development based on the Inbound Marketing phases.

SEM & SEO specialist

The SEM Specialist is responsible for planning and managing online advertising campaigns both in search engines and in contextual networks (websites) based on an objective.

FUNCTIONS

• Generate new campaigns in conjunction with the sales or account teams.
• Develop strategies for marketing campaigns associated with paid search engines.
• Monitoring and analysis of campaign data to identify optimization opportunities.
• Research meaningful keywords for content production and ads.
• Manage the budget for different marketing campaigns.

The SEO Specialist is the person who is in charge of working with a website to improve its positioning and, if possible, to be in the first positions in the search engines.

FUNCTIONS

• Web analytics, that is, analyze user behavior, search trends, traffic, conversions, etc.
• Generate a website structure that facilitates the positioning work.
• Establish the content to be published to facilitate positioning. It is essential to know how to optimize the text content of a website so that these texts remain natural in the face of search engines.

Perform keyword research.

Creation and optimization of links.

Measurement of results for analysis and to be able to make modifications that are necessary to go on the correct path of the SEO strategy and meet the objectives.

Social CRM manager

A Social CRM manager is responsible for the digital relationship with the company's CRM clients. His role is recognized for offering job management geared toward customer relations, sales, and marketing.

FUNCTIONS:

• Prepare the CRM strategy that includes the activities to be carried out, their planning, budget, deadlines, and analysis/comparison of historical results.
• Creation of a customer database and strategy planning based on their behavior.
• The implementation of cutting -edge technologies, systems, and CRM instruments.
• Suggest new methods to meet customer needs.

RTB manager

It is also called Programmatic Conversion and Recruitment Manager. Its function is to improve the company's recruitment campaigns, lower costs, and increase the number of conversions through programmatic purchasing programs and the careful study of customers and their profiles.

L to programmatic buying, a system of buying advertising impressions, involves harnessing the power of the algorithms of DSP platforms (Demand Side Platform) to access simultaneously and in real-time global inventory with hundreds of thousands of options ads per second that match what each advertiser is looking for.

FUNCTIONS:

• Maximize return on investment by executing campaigns strategically.
• Management and monitoring of campaigns to ensure the income and objectives pursued by the client.
• Resolution of technical problems in selecting profiles of potential clients and related to the optimization of the campaign.

Branded content specialist

He is responsible for developing the content strategy through which the brand communicates with customers and transmits its values.

FUNCTIONS:

• Generate a unique experience in public through the brand in order to transmit values, emotions.
• Achieve profitability of the product or service through a Branded Content strategy, increasing sales in the medium or long term.
• Create engagement or solid and lasting relationships with the user through a commitment to the brand.
• Create engaging content to support your brand image and boost your awareness.
• Monitor competitors and detect changes in content or identify new competitors.

Copywriter

Advertising writer specializing in sales techniques and persuasion through the use of the word. Their job is to write persuasive texts (known as " copy "), which are used to promote products or services.

FUNCTIONS:

• Design and develop the creative idea of the messages for each medium chosen in the action plan.
• He is in charge of writing, from texts to slogans, advertising scripts, etc.
• Identification of the key message that you want to convey to the target and how to communicate it clearly and efficiently.
• He intends your target audience and writes for your readers, so you will need to know what interests them.

Community manager

The Community Manager is the person who is in charge of creating a community around the brand or company. We can say that it is the link between the digital public and the company. Its primary purpose is to interact with users by generating interest related to your business, creating engagement, and encouraging participation.

FUNCTIONS:

• Optimize the profiles on the different social platforms.
• Plan and schedule the publications in each medium.
• Dialogue with users and respond to their comments and queries.
• Recognize, contact, and strengthen relationships with influencers and opinion leaders in the sector.
• Monitor activities on social networks.
• Prepare a report on said motorization and other social networks of the company.
• Create unique and valuable content.
• Recognize the preferences and needs of users.
• Check frequently the indicators such as likes, clicks, comments, and participation and give feedback on the activity in each of the platforms.
• Increase the number of followers and thus develop channels that reinforce engagement.
• Communicate with the community through two-way dialogue.
• Provide customer service.
• Monitor the brand to know what is said about it or the company in the digital world.
• Know your target audience, their interests, and concerns.
• Know how to solve an online reputation crisis under the guidelines of the Social Media Manager.

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