Guides and Templates

Digital marketing team structure

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

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)

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.

Resource Details

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Business members get full access to this and 4 other guides in the Managing Digital Marketing Teams Toolkit.

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