Managing Digital Marketing Teams

Getting the right people, structures and processes in place is tough, but if you follow these proven approaches you will maximise your chances of success.

Since marketing today changes so rapidly and gets more complex, this gives businesses with the right processes and skills an opportunity to get an edge on their lumbering competition. It’s important that you have the right digital marketing skills inside your business, but equally important you don’t create silos of separate digital marketing specialists and marketers. Our Managing Digital Marketing Teams toolkit will step you through the options for a more joined-up approach.


Using our proven system is a surefire way to grow your profits quickly.

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Because global brands like 3M, GlaxoSmithKline, HSBC, HP, Microsoft and Vodafone—AND thousands of digital marketers and business owners—trust
Smart Insights to optimise their Managing Digital Marketing Teams. Many have grown their business—by over 50%—using the strategies revealed on this page.


Free resources including Search, Social and Email marketing templates that you can start using today

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Learn best practices for structuring modern marketing teams and defining roles in different types of business.

Subscribe to our Business membership to get access to the resources you need to grow and manage your team.

There are many different options for structuring your digital team depending on the scale of your business and the sector you work in. So instead of the theory, our toolkit will show you real-world recommended structures and job descriptions 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.

In this toolkit you will discover:

  • Options for structuring marketing teams for businesses of different sizes
  • Options for structuring central teams and local country or brand teams
  • How to best divide responsibilities between digital specialists and marketing generalists
  • Detailed job descriptions for the modern marketing team
  • 18 best practices for managing a digital marketing centre of Excellence (CoE)

Armed with our Managing Digital Marketing Teams Toolkit, the world’s top marketers use our unique approach to develop winning Managing Digital Marketing Teams strategies.

Managing Digital Marketing Teams Toolkit

Includes templates, ready-to-use strategy documents, step-by-step guides and resources that will help you create optimized strategies that deliver HUGE results.

  • Structuring your team
  • Digital marketing team structure

    About this guide

    The aim of this template is that you can compare these structures to your current situation to help plan future changes. The generic suggested structures are based on real team structures from companies we have worked with in a range of sectors including travel, retail, financial services and business-to-business.

    Guide structure

    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
      for different types and sizes of business
  • Digital Marketing Centre of Excellence Best Practices

    About the guide 

    This guide teaches best practice on how to launch or improve a digital centre of excellence, of which the aim is to maximise the opportunities presented by digital media and technology, therefore encouraging best practice amongst those areas right throughout the business.

    What’s inside?

    The guide explores best practices and includes:

    • What is a Digital CoE?
    • Creating a business case for a DCoE
    • Alternatives to a DCoE
    • DCoE functions
    • 20 Success factors for a DCoE
  • Defining roles
  • Digital marketing Job Description Templates and Role Definitions

    About this guide

    This guide provides a range of practical job description templates for 10 key digital marketing roles plus practical advice from some leading recruitment agencies to support companies in the recruitment of digital marketing specialists to resource digital marketing activities within their team structure.

    Guide structure

    • Analytics Manager
    • Content Marketing or Content Manager
    • CRM and Email marketing Manager
    • Digital Agency Account Manager and Sales Director
    • Copywriter
    • Digital Director or Head of Digital
    • Digital Marketing Manager and Web Manager
    • Ecommerce Manager
    • PPC Search Manager
    • Search Manager / SEO Manager
    • Social Media Manager or Community Manager
    • Web Developer and Web Designer
  • Strategy
  • Marketing Operations Strategy Guide

    About this guide

    The guide is designed to give an overview of marketing operations and covers the 7 pillars of a marketing operations framework, as well as some advice for adoption and long-term compliance.

    Guide structure

    • Introduction
    • Step 1: Marketing operations strategy
    • Step 2: Marketing operations policy
    • Step 3: Marketing operations technology
    • Step 4: Marketing operations process
    • Step 5: Marketing operations learning and development
    • Step 6: Marketing operations reporting and analytics
    • Step 7: Marketing operations internal communications
    • Step 8: Roll out, adoption and compliance.

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