Recommended options for structuring a digital team with examples for different types of business

Use these examples to review the best type of marketing team structure and mix of skills to integrate digital marketing activities into your business

Managing Digital Marketing Teams Toolkit
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Digital marketing team structure

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What are the structures based on?

The recommended structures are based on real team structures from companies our analysts have worked with when consulting or producing our Digital Transformation research reports. These projects include companies in a range of sectors including travel, retail, financial services and business-to-business.

The examples vary from the skills required from a ‘one person team’ to medium and large international companies. Typical job titles are also based on a review of roles from recruitment agencies and job sites aggregating jobs from different recruitment agencies.

About the Digital marketing team structure

How will this team structure template help me?

We’re often asked what the ideal digital marketing team looks like and how it integrates with the broader marketing organisation. This will naturally depend on the type of business and its size, but there are some common activities that need to be managed. The aim of this template is for you can compare these structures to your current situation to help plan future changes.

How is the guide structured?

The guide is structured in these 4 sections:

  • 1. The position of ‘digital marketing activities’ within marketing and the business (integration)
  • 2. Key digital marketing activities and roles
  • 3. Activities and tools to be managed by Digital Marketing Centre of Excellence (DCoE)
  • 4. Alternative options for digital team structure in the marketing organisation for different types and sizes of business

Our guide shows you:

  • Options for structuring a digital team in companies of different sizes
  • 25 digital marketing activities or key roles (job titles) needed to manage digital marketing including a digital marketing centre of excellence
  • Separate medium and large-size Ecommerce team structures
  • Structures for large international marketing and multi-brand teams
  • Marketing team structures for different types of business including SMB, Global B2B Brands, E-commerce and Retail
  • Allocation of resources between central and local Ecommerce country teams
  • Broad competences for digital marketing team members
  • Salary ranges for different levels (Agency and client-side for UK, United States and worldwide)
Look Inside the Digital marketing team structure

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I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Managing Digital Marketing Teams Toolkit

The Digital marketing team structure is part of Smart Insights Managing Digital Marketing Teams Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 4 other resources in the toolkit.

..but that’s not all. With Business Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

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