The core roles of a modern marketing team

Hiring for marketing today is not what it used to be. The roles have changed, the structure has shifted, and the expectations are higher. Whether you're scaling your business or reshaping your team, understanding the core roles of a modern marketing team is a good place to start.

Marketing now covers strategy, content, data, performance, automation and more. No single hire can do it all. Knowing what each function brings, and how they work together, helps you build a structure that supports long-term growth.

In this blog, we’ll outline the most important marketing team roles, how they’ve evolved, and what to consider when hiring across different functions. This includes strategic roles, channel specialists, lifecycle marketers, and new positions emerging through AI.

If you're new to hiring marketing talent or want to get the full picture first, our marketing recruitment guide is a good place to start.

What does a marketing team do?

A marketing team exists to drive awareness, attract the right audience and support business growth. It is responsible for building the brand, promoting products or services and generating leads that convert into sales.

But it’s not just about running campaigns. A well-structured marketing team supports commercial goals through strategy, delivery and analysis. This includes managing digital channels, content, CRM, paid media, data and creative assets. Each function plays a specific role in making sure your message reaches the right people, in the right way.

The core purpose of a marketing team

The main purpose of a marketing team is to generate demand and turn it into results. That might include lead generation, improving conversion rates, supporting revenue growth or increasing customer engagement. Marketing plays a key role in shaping how your brand is positioned in the market and how it's perceived by customers.

To deliver these outcomes, you need a team with clearly defined roles and responsibilities. From strategy and content to paid acquisition and analytics, every function contributes to the bigger picture. When your marketing team is structured around capability, it becomes easier to plan activity, measure success and scale with confidence.

Where marketing fits in your wider business

Marketing works best when it's aligned with the rest of your business. That includes sales, product, operations and customer success. Your marketing team needs visibility of what's happening across the company, so it can adapt messaging, campaigns and content to support wider priorities.

This level of alignment is only possible with the right team structure. Without it, marketing can feel disconnected from day-to-day business goals. When you hire for marketing roles, it's worth thinking about how they’ll interact with other departments and how their work will feed into broader commercial outcomes.

What is a modern marketing team?

Marketing teams have changed. What was once a small group of generalists now includes a range of specialists working across content, digital, data, performance, creative and CRM. These changes reflect how marketing has grown into a more complex, measurable and business-critical function.

A modern marketing team is built around capability. The right structure depends on your goals, your channels, and the level of in-house control you want to maintain. Whether you’re hiring for growth, brand or retention, each role should have a clear purpose within the team.

How marketing teams have evolved

Ten years ago, many marketing teams were made up of generalists. One or two hires would cover everything from social posts and email to paid ads and events. That model worked when marketing was simpler, but expectations have shifted. Results now need to be measurable, targeted and channel-specific.

This shift has led to a rise in specialist roles. Teams today are more diverse in skillset, often including paid media managers, SEO specialists, content strategists, analysts and lifecycle marketers. Hiring across these areas helps teams deliver better results and reduces reliance on external agencies.

The shift from generalists to specialists

Specialist roles allow you to build more depth into your marketing team. Instead of relying on one person to manage multiple channels, you hire based on core strengths. This helps improve quality, reduce inefficiencies and deliver more consistent outcomes.

That’s not to say generalists are no longer useful. In early-stage businesses or lean teams, hiring someone with a broad skillset can be practical. But as your marketing function matures, having defined specialist roles gives you more clarity and better alignment across key areas of activity.

Why structure matters to capability and results

Hiring good people is only one part of building an effective marketing team. How the team is structured matters just as much. Without a clear structure, it’s easy to create overlap, confusion or gaps in delivery. That can slow down progress and lead to inconsistent results.

Your team structure should reflect what you need to achieve. If you’re focused on performance, you’ll need roles in paid, CRO and analytics. If brand and content are priorities, you’ll need copywriters, strategists and creative support. Structuring the team around function makes it easier to measure success and spot where additional support is needed.

How big should your marketing team be?

There’s no fixed size for a marketing team. Some businesses grow with just one or two marketers, while others build specialist teams early. The key is not how many people you hire, but how your roles match the goals of the business.

The best teams are structured around capability, not headcount. That means identifying what you need to achieve, and hiring the right mix of roles to make that happen. Whether you're planning your first hire or expanding an existing team, a clear structure will help you scale with confidence.

How to scale based on capability, not headcount

It’s easy to assume that growing your team means adding more people. But scaling based on numbers alone often leads to gaps or duplication. Instead, think about what your team needs to deliver, and hire for the skills that support that.

For example, if lead generation is your priority, you may need performance marketers, paid media support and someone focused on conversion. If you’re building brand awareness, you might need content, design and strategy. Each of these functions supports a different outcome, and your hires should reflect that.

The difference between lean, hybrid and specialist-first teams

Lean teams tend to prioritise versatility. They’re made up of marketers who can work across several channels, often with support from freelancers or agencies. This model is useful for early-stage businesses or those still figuring out what works.

Hybrid teams combine generalists and specialists. For example, you might have a marketing manager overseeing activity, with in-house specialists in paid or content and agency support for design or SEO.

Specialist-first teams are more common in established businesses. These teams are built around channel or function-specific roles and are often led by a senior marketer who owns strategy and performance.

Key factors that influence team makeup

When deciding how to build your team, consider:

• Your business goals for the next 6 to 12 months

• The channels that are already performing

• Areas where you lack internal capability

• Your budget for permanent and external support

• The level of collaboration needed with other departments

Hiring with these factors in mind helps avoid short-term fixes that don’t scale. It also gives your team a clearer focus, making it easier to measure impact and plan future hires.

The core roles in a modern marketing team

Once you understand what your marketing team needs to deliver, the next step is identifying the right roles to make that happen. A strong marketing team brings together strategic thinking, creative delivery, technical skill and data-led decision-making.

Below is a breakdown of the core roles that shape most modern marketing teams. These are grouped by function, so you can see how each area contributes to wider business goals. You might not need all of these roles at once, but understanding them will help you plan and hire with more clarity.

Strategic roles

These roles set direction, own performance and align marketing activity with business objectives.

Chief marketing officer (CMO)

The most senior marketing role in the business. Responsible for strategy, leadership, budget and ensuring marketing supports commercial targets. Often part of the senior leadership team.

Read full job description: Chief marketing officer (CMO)

Head of growth

Focused on acquisition, retention and revenue. Combines performance marketing with product thinking to drive scalable growth across multiple channels.

Marketing strategist

Develops campaign strategies, audience positioning and messaging frameworks. Works across departments to align marketing plans with business priorities.

Marketing manager

Oversees the day-to-day running of campaigns, team workflow and reporting. Often a key hire in smaller teams or growing startups.

Read full job description: Marketing manager

Brand lead

Owns brand development, tone of voice and visual identity. Works closely with creative and content teams to ensure consistency across channels.

Content and creative roles

These roles are responsible for producing and managing the content that drives engagement and builds brand awareness.

Content marketing manager

Leads the content plan, coordinates writers and ensures consistency across channels. Focused on strategy, planning and results.

Read full job description: Content marketing manager

Copywriter (SEO and performance-focused)

Writes content designed to rank, convert or engage. May focus on long-form blogs, landing pages, email or ad copy depending on team needs.

Creative lead

Manages visual content and brand design. Often oversees design output across campaigns, digital assets and brand development.

Read full job description: Creative lead

Video content specialist

Creates video content for social, campaigns, website or paid ads. Often supports product explainers, recruitment marketing or testimonials.

Digital and performance roles

These roles focus on reaching the right audience, through the right channels, with measurable results. They're often responsible for acquisition, optimisation and ROI.

Digital marketing manager

Leads digital campaigns across search, social, display and email. Oversees planning, delivery and performance tracking across all digital touchpoints.

Read full job description: Digital marketing manager

Paid media manager

Manages paid search and paid social activity. Responsible for budget, audience targeting, ad creative and reporting on performance metrics such as CPC, CTR and ROAS.

Performance marketing manager

Focused on driving conversions through paid and owned channels. Works closely with content, CRO and analytics to improve campaign results.

Read full job description: Performance marketing manager

SEO specialist

Optimises content, site structure and technical elements to improve organic visibility. Tracks keyword rankings, on-page performance and backlink profiles.

Social media manager

Manages brand presence across social channels. Plans content, engages with audiences, and reports on channel growth and engagement metrics.

Read full job description: Social media manager

CRO marketing lead

Responsible for improving on-site conversion rates through testing, analysis and UX optimisation. Works closely with paid, content and design teams.

CRM and lifecycle roles

These roles manage customer communications, retention and automation. They're focused on building long-term value from your audience.

CRM marketing manager

Owns the customer journey post-conversion. Plans and executes campaigns through email, SMS or in-app messaging, aligned to lifecycle stages.

Marketing automation specialist

Builds workflows and automated campaigns in platforms like HubSpot, Salesforce or Klaviyo. Ensures contacts are nurtured with the right content at the right time.

Data and automation roles

As marketing becomes more data-driven, these roles support tracking, insight and tool management.

Marketing analyst

Monitors performance data, identifies trends and supports reporting. Helps teams make informed decisions based on real user behaviour.

Attribution specialist

Focuses on understanding which channels or touchpoints contribute to conversions. Sets up models to improve clarity on ROI and budget allocation.

MarTech manager

Owns the tools and platforms that support marketing delivery. Ensures systems are integrated, up to date and aligned to team needs.

Emerging AI-driven roles

As AI becomes more common in day-to-day marketing, new roles are starting to appear. These may not be standalone jobs yet, but the skills are becoming increasingly important.

AI marketing assistant

Supports marketers with AI-powered tools like ChatGPT, Jasper or Gemini. May be involved in content drafting, email personalisation, performance forecasting or workflow automation.

How AI is changing marketing roles

AI is already shaping how marketing teams work, from content production to analytics and campaign delivery. It's not about replacing marketers. It's about helping them work more efficiently, test ideas faster and make better decisions with the support of smart tools.

Understanding where AI fits into your team structure is key. Whether you're looking to introduce automation or hire people with AI knowledge, it's worth knowing how these skills are influencing the shape of modern marketing teams.

Where AI fits into day-to-day marketing work

AI is now present in most areas of marketing, whether it’s visible or running in the background. Content teams use AI tools to assist with copy ideas, structure and formatting. Paid media teams use AI for bidding and audience targeting. CRM teams rely on AI to optimise send times and personalise messaging.

Rather than replacing roles, AI tools are helping marketers work faster and with more precision. The challenge is knowing when to apply these tools, and hiring people who can get value from them without losing human oversight.

New roles that didn’t exist five years ago

Some businesses are now hiring for roles that include AI-specific responsibilities. These may not be full-time positions at first, but they show where the market is heading. Common examples include:

• AI marketing assistant

• AI content strategist

• Prompt specialist

• Automation lead

• Personalisation manager

These roles sit across content, CRM, performance and MarTech. As the tools evolve, the demand for marketers with experience in AI-supported workflows is likely to grow.

How to assess AI talent for marketing teams

When hiring, it's less about whether someone is an AI expert, and more about how they use tools to support their work. Ask how they use AI to improve performance, save time or personalise content. Look for examples that show critical thinking and sound judgement.

You don’t need to hire for AI-specific roles right away. But candidates who are comfortable using tools like ChatGPT, Jasper or Claude are likely to bring an extra layer of efficiency and adaptability to your team.

Skills to look for when assessing AI talent

If you're hiring someone into a role that includes AI tools, look for:

• Strong understanding of prompt writing and structure

• Ability to verify and edit AI outputs

• Familiarity with AI tools relevant to their channel (e.g. Surfer SEO, Copy.ai, Phrasee)

• An understanding of where human oversight is still needed

• A focus on practical outcomes, not just automation for the sake of it

As AI becomes more embedded in marketing, these skills will start to appear in more job descriptions. Hiring with this in mind now can help futureproof your team.

What makes a good marketing team?

Every business has different goals, channels and customer types, but the traits of a strong marketing team are often the same. Good teams are built around clear roles, shared priorities and a mix of complementary skills. They know what they’re working towards and have the tools and processes to deliver it.

Whether you’re hiring your first few marketers or building out a full department, focusing on capability and alignment will help you get more from every role.

Key capabilities every team should have

At a minimum, a marketing team needs to cover:

• Strategy and planning

• Content and creative

• Channel delivery (paid, organic, social)

• Data and reporting

• Campaign and lifecycle management

You don’t need a separate person for each area from day one. But these functions need clear ownership, even if some are initially handled by one individual or supported externally.

As your business grows, you can layer in specialists across SEO, paid media, CRM, analytics or brand. The key is to avoid blind spots. Make sure each of the core capabilities above is being handled by someone with the time and skill to do it well.

How to balance strategic, creative and technical roles

Modern marketing teams work best when there’s a healthy mix of thinking, doing and measuring. That means having people who can plan campaigns, create content, manage tools and track performance. If one of these areas is missing, the results often suffer.

For example, a team with great ideas but no technical support may struggle to deliver. A highly analytical team without creative input may find it harder to stand out. Structuring your team with this balance in mind makes it easier to stay focused, respond to changes and scale sustainably.

This balance also gives you more flexibility. As priorities shift, you can adjust roles, upskill your team or bring in new hires with confidence that your core structure is sound.

How to structure a marketing team

Once you know which roles you need, the next step is structuring them in a way that supports growth. A well-structured marketing team helps avoid confusion, supports collaboration and gives each function space to focus on the right priorities.

There’s no one-size-fits-all setup. The right structure depends on your company size, stage of growth and core marketing goals. But there are some key principles that apply to most teams.

Read more: How to build an effective marketing team: A guide for hiring managers

Mapping roles to functions, not job titles

Start by thinking in terms of functions, not just job titles. Focus on the outcomes your marketing needs to deliver. Do you need more leads? Better brand awareness? Improved retention? Once you're clear on that, map those needs to core functions like content, paid media, CRM or analytics.

Each function should have clear ownership. That doesn’t always mean one person per function, especially in smaller teams. But someone should be responsible for delivering and reporting on each core area.

This approach helps avoid overlapping responsibilities or gaps in performance. It also gives new hires clarity on where they fit and what they’re expected to deliver.

Building role clusters aligned to company goals

Rather than hiring roles in isolation, think about how different roles can work together to deliver your marketing objectives. For example:

• Content strategist, copywriter and SEO specialist

• Paid media manager, CRO lead and analytics support

• CRM manager, lifecycle specialist and automation support

These clusters align to different stages of the funnel and help you build mini-teams within your wider structure. You can scale each cluster depending on how your strategy evolves.

Structuring for adaptability

Marketing priorities change. Your team structure should be able to flex with those changes. That means having clear reporting lines, but also encouraging collaboration between roles and departments.

Create space for strategic roles to lead, but give specialists autonomy to test and deliver. Make sure your structure supports communication between content, data, performance and product teams.

As your team grows, you may need to layer in management or restructure functions. But starting with clarity and flexibility gives you a better base to build from and helps new hires ramp up faster.

Modern marketing teams are made up of many moving parts. From strategy and content to performance, CRM and data, each role plays a part in driving business growth. The right structure depends on your goals, your stage of growth and the capabilities you already have in place.

Building an effective team isn’t just about hiring quickly. It’s about understanding which roles support your goals, how they work together, and how to scale them over time. Whether you're planning your first marketing hire or expanding a growing function, clarity around roles makes the hiring process smoother and more successful.

Looking for more detail on hiring marketing talent? Read our ultimate guide to marketing recruitment.