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Marketing Teams in 2024: The Essential Guide to Building a Winning Department

  • Publish Date: Posted about 2 months ago
  • Author:by Emma Baylis

In today's competitive business landscape, a well-structured marketing team isn't just a bonus, it's a necessity. Having worked in marketing recruitment for more than 20 years, I have seen that the right structure drives efficiency, improves collaboration, and ultimately, bolsters your bottom line.

But where to start? This guide will help you through building a marketing department with a solid foundation for success in 2024 and beyond.

Key Considerations Before Structuring

So, where to start when building a marketing team? Before getting into the "who", you need the "why". Here are some vital considerations to take into account when considering the shape and size of your marketing team:

Business Goals:

First things first, what are your business goals? Building a marketing team without clear alignment to your growth objectives is like building a house without a blueprint. If you aim for lead generation, you might need a demand generation specialist. If brand awareness is key, roles focused on content and social media are vital.


It's no secret – budget dictates a lot. Be realistic about how your budget influences team size and specialisation. You might start with a generalist "digital marketer", and later add SEO or PPC specialists. BrightEdge suggests a marketing budget of between 5% - 25% of your revenue, depending on the current state of your business, and the industry that you operate in.

Company Size & Stage:

Are you an early-stage startup or a well-established enterprise? Startups often need multi-skilled generalists, while larger companies can afford more specialisation.

Target Audience:

Who is your ideal customer? Understanding your target audience will inform your marketing strategy and the skills you need on your team – do they require in-depth market research or a strong social media presence?

A pyramid of wooden blocks, representing the hierarchy of a team

The Core Building Blocks of Your Marketing Team

  • CMO/Marketing Director: This strategic leader sets the vision and overall direction. Smaller businesses might not need a CMO immediately, but defining who leads marketing is key.

  • Content Marketing: Content is the cornerstone of most modern marketing strategies. You'll likely need content strategists, writers, and editors.

  • SEO & Digital Marketing: How will you get your fantastic content seen? SEO specialists improve your website's visibility, while PPC managers drive targeted campaigns. For smaller teams, consider a "digital marketer" who handles both.

  • Social Media: Is your social media presence strategic or an afterthought? Social media managers plan campaigns, while strategists focus on the bigger picture.

  • Design: Graphic designers and web designers ensure a consistent and professional brand image across all your marketing materials, which is vital for building trust.

When to Scale & Specialise

So, how do you know when it's time to grow your team? Look for bottlenecks, projects stalling, or missed opportunities. These are signs it's time to expand.

As these challenges appear, consider adding specialisations:

  • Specialised SEO: Essential for competitive industries where ranking well is everything. According to Forbes, the demand for SEO roles is expected to increase by 22% by 2030, as leaders continue to recognise its value.

  • Email Marketing: Building relationships through email takes dedicated focus.

  • PR & Brand Partnerships: Building a reputation and getting in front of new audiences takes a specialist touch.

A man and a woman looking at marketing analytics on two computer screens on a white desk. The analytics show growth trends

Beyond the Roles: Collaboration is Key

Remember, marketing doesn't exist in a vacuum. How does your marketing team work with sales, product development, and customer service? Strong cross-functional relationships are critical to success.

Diversity and Inclusion Matter. A diverse team with varied backgrounds and perspectives will create stronger, more nuanced campaigns that resonate with a broader audience. Building a diverse and inclusive marketing team isn't just the right thing to do, it leads to better results.

Invest in the right communication tools. Project management software and team communication platforms streamline processes, improve visibility, and cut down on unnecessary meetings.

Don't set your structure in stone. Marketing trends change rapidly. Adopt an agile mindset and frequently evaluate if your team structure still aligns with your evolving needs.

Select Recruitment is here to help

Building a winning marketing team is an ongoing process. Start with the foundations we've outlined, stay alert to changes in your business, and don't be afraid to adapt your structure on the fly.

Need help figuring out your ideal setup? Don’t hesitate to reach out. Contact us today to discuss your requirements and see why we are the trusted name in marketing recruitment.


Emma Baylis- Business Director, Sales & Marketing

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