The organizational structure of the marketing department of a company can vary according to the individual company. Small companies may consist of one or two marketing employees, and larger organizations may have dozens of marketing employees on staff. Overall, putting an organizational structure in place helps marketing employees and other employees of the company to understand what the role of each person is in the marketing department.
Vice President
The person in charge of the entire marketing department is generally known as the vice president of marketing. The vice president is involved in planning and creating the marketing strategy for the company, its products or its services. The vice president is also the person that the other marketing employees ultimate report. The vice president of marketing is the liaison between the marketing department and upper management or the owners of the company.
Marketing Manager
Marketing manager and marketing director are often interchangeable in the world of marketing. A marketing manager typically has the responsibility of carrying out the marketing strategy for the company. This includes creating marketing messages, choosing mediums such as website advertising and print advertising, and carrying out other marketing campaigns and programs to reach the target audience of the company. The marketing manager reports to the vice president and generally manages the rest of the marketing employees. In product-based companies that have different product lines, a marketing manager may exist for each product line.
Market Researchers
Some companies also employ market researchers. Market researchers find out information about the target audience of the company as well as the company’s competitors. Market researchers can employ tools, such as surveys and focus groups to help them uncover information and statistic or use publications, such as the U.S. Census to obtain information. The research, information and statistics found by the market researchers are used by the marketing manager to create the programs and messaging. Small- to medium-size companies tend to hire a third-party source for market research rather than have a full-time market research staff. Large organizations employ its own market researchers.
Public Relations
The employees that handle public relations in the organization handle the non-paid forms of advertising the company utilizes to promote the business. Public relations is a subset of marketing, but while a marketing manager focuses on managing the marketing budget by choosing the right forms of advertising, public relations is generally free. Public relations may produce and submit press releases to the local or national media in an effort to attract attention to the company. Public relations employees are also the media spokesperson for the business, so they conduct interviews with members of the media or prepare the executives of the company interviewed by the media.
Creative Services
Creative services tend to be graphic and webs designers that assist in portraying the company image and brand to the public. The creative service team may help the marketing manager create a brochure layout and design to portray the company messaging the marketing manager and vice president have chosen for the business.
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