what should the marketing and communication organisation chart look like?
If you have a digital marketing and communication company, you may have wondered if you are distributing the work well, if you are organised correctly following the plan... It is normal, when you work in a team these doubts usually arise. That is why we are going to explain in this post how a marketing and communication team's organisation chart should look like. Keep reading!
what is an organisational chart and what should yours look like?
To begin with, before we start working on the organisation chart of our company, we should consider whether we really know what an organisation chart is.
An organisational chart is a scheme where the organisational structure of a company is graphically represented. Therefore, this tool allows us to see the hierarchy and functions of the departments as well as the team of people working in the company. In this way, the work of the company will be distributed because each person will occupy a specific position and function within the work scheme.
To a certain extent, the organisation chart reflects the philosophical principles on which the organisational structure is based. Therefore, the type of organisation chart must be coherent with the corporate image, i.e. with the brand image that we project to others.
We know that designing an organisational chart is not an easy task, as you have to take into account a lot of factors and the people working in your company, and sometimes we do not understand where to start. Most likely, the document you design as an organisational chart will change as your agency grows and this model will be adapted based on the new needs of your agency. In the end, the organisational chart of your agency should be suitable for you and the team and should serve as a map when thinking about how you want to grow your company and your brand.
There are different ways in which a marketing and communication team's organisation chart should be made . The most common, and the one that works best in these cases, is the distribution of work by roles. In this way, you organise your team based on functions and responsibilities, making each of your employees in the marketing department take on a specific role.
The role-based organisation chart works for marketing teams. As we already know, in the marketing and communication department there are a lot of tasks that all happen at the same time, so if we have established roles, each member of the team will have a role to play and it will be much easier to get the job done. In fact, Walt Disney once said: "Great achievements usually depend on many hands, hearts and minds". What an apt phrase to talk about teamwork, don't you think?
what should the marketing and communication organisation chart look like?
As we have just mentioned, the marketing and communication organisation chart of a company can be established based on roles. You are probably asking yourself, "How do I establish my roles? Well, in any digital agency, the structure and workload for each one can vary, but the roles that we should establish are the following:
- Marketing director: This will be the person at the top of our organisation chart. Therefore, the marketing director will lead the whole project, will be in charge of checking that all the tasks are carried out and of distributing each one of them to the different workers.
- Key Account Manager: Also known as KAM, this is the person who is in charge of managing the client accounts within your agency. Their main task is to ensure that there are good relationships between your clients and your business.
Additionally, he/she is the one who makes the initial diagnosis of the prospects and, once they become clients, the one who introduces the team that will be behind the actions that comprise the digital strategy.
Therefore, in our organisational chart we could place him or her next to the team leader, as both will share the functions with which the rest of the staff will start working.
- Community Manager: The position of community manager is usually represented by a single person, but many companies are already expanding the staff and have a community manager for each social network. This will depend on how our social media strategy progresses and the effectiveness of our strategy.
The community manager will therefore be the person in charge of managing our company's social networks, with all that this implies: creating and writing posts, interacting with followers, publishing digital content... In short, an essential position within our staff.
- Content Manager: Situated in the organisation chart next to our community manager, as one position could not exist without the other. The content manager is the person in charge of creating the content that the community manager will distribute on social networks. He/she will create a strategy and supervise that it is carried out correctly and effectively.
In addition, he/she checks that all content is aligned with the Buyer Persona of each client and is optimised for conversion, as well as that the content is adapted to the SEO campaign that our company is carrying out.
- SEO Specialist: The SEO specialist will also depend a little on the content manager, as this will also establish the roadmap that our company will follow, with which it will be positioned organically.
The SEO specialist is, in turn, in charge of making sure on-page and off-page that the contents have been written with the right keywords to maximise traffic and conversion.
- SEM specialist: In some companies, especially if they are small, the SEO specialist and the SEM specialist are usually the same person; however, if our staff allows it, it is advisable to have one person for each position.
The SEM specialist is the person who is in charge of managing all the PPC or paid campaigns of your clients according to the objectives of the strategy.
- UX/UI Designer: This person is in charge of the structure of the websites, with the aim of ensuring that the usability and experience is the best. They work together with the programmers and SEO specialists to ensure that there is alignment between the 3 areas, which positively impacts both the user experience, conversion and positioning.
In smaller companies this role is not established, but it is important to have it if we can afford it.
- Programmer: In smaller companies there is only one person for this role, but some larger companies have a large staff of programmers. This person or persons work with all the technical requirements of building websites. They usually work hand in hand with the UX/UI design specialist and the SEO specialist on the technical aspects of both roles.
- Data analyst: Although this function, as we mentioned at the beginning, is usually carried out by the KAM, some companies have a person designed to take on this role only. Data analysts are responsible for analysing all the information collected by the other members of your team to determine how effective the strategies are being, whether they are conversion, traffic or positioning, for example.
We hope that this guide will help you to establish the organisational chart of your marketing and communication team. Remember that it is not as important to establish a single roadmap as it is to establish the roles to be played. Depending on the needs of the company or the increase/decrease of the staff, the organisational chart can be changed and adapted, as long as we establish and delimit our roles beforehand.