15 Top Marketing Roles and Responsibilities (With Tips)

By Indeed Editorial Team

Published 30 August 2021

Marketing teams promote and build awareness for their company. Though the specifics of marketing team members may vary from one individual to the next, most marketing professionals share similar core roles and responsibilities. Successful marketing teams leverage people of varying talents to accomplish these obligations. In this article, we share 15 top marketing responsibilities, to help you understand and excel in your own marketing career.

What is marketing?

Marketing departments and professionals promote a company's brand to create targeted awareness and drive sales. By understanding who their market and communicating effectively with current and potential customers, marketing can help increase revenue and profitability. Marketing professionals may contribute to different steps in a marketing campaign, whether that be planning, creating or analysing the results.

Related: 14 Digital Marketer Skills for Professionals

Top 15 marketing roles and responsibilities

To succeed as a marketing professional, it can help to understand the key roles, responsibilities and competencies of successful marketing. Understanding marketing can also help other individuals who might collaborate with a marketing team, such as business leadership and sales. To support your knowledge of the marketing field, here are the 15 top marketing roles and responsibilities:

1. Organisation and time management

Marketing professionals are responsible for managing their tasks with exceptional organisation and time management. This is because marketing teams spend a significant amount of time completing many projects at once. Clients and leadership may also expect these employees to consistently meet tight deadlines. Most marketing professionals prioritise each task to be completed by their designated due date.

2. Written and verbal communication

Every marketing role involves varying forms of communication. Marketing employees may talk with coworkers or clients daily either via email, phone calls or in person. These positions require constant communication of goals or strategies through written and verbal formats, which makes communication a crucial responsibility of a marketing professional.

Related: 15 Ways on How To Communicate Effectively at the Workplace

3. Creativity

Since marketing involves building and implementing multiple campaigns, creativity is a key factor. All marketing employees are communicating their ideas or plans for the campaign, either to clients or team members. Many clients and leadership can expect creative campaigns from all team members. By incorporating creative elements in their work, their marketing tactics may then work more effectively to capture interest from their target audience.

Related: How To Show Your Creativity at Work (Plus Examples)

4. Customer awareness

Marketing professionals stay apprised of customer needs and wishes. They use this information to help make decisions on how to focus their marketing efforts and to plan ahead for market and demographic changes. Marketing departments can learn about customer needs through channels such as customer support, sales and social media.

5. Brand identity

The marketing division of a company usually takes responsibility for the business' brand identity. This means managing the messages they convey to customers in communications such as advertising, social media and customer service conversations. Keeping this messaging consistent with the company's values can help solidify their brand in the public's perception.

Related: How To List Relevant Experience on Your Marketing Resume

6. Competition analysis

Marketing teams stay apprised of their company's competitors' activities, especially in the context of marketing and branding. They watch for what other companies do well and less successfully, to help shape their own decisions. Marketing also involves knowing how well competitors are performing overall and using this information as part of their analysis.

7. Product management

Successful marketing professionals often leverage product management tools such as specialised software programs for planning and tracking their work. They might also combine tools to help accomplish their goals more readily. For instance, a marketing team might use an internal communication program combined with a user feedback service to help determine the success of a particular tool, measure outcomes against internal key performance indicators (KPIs) and modify their strategies if necessary.

8. Automation

Many modern marketing teams automate their communications wherever possible. Some software services allow marketers to combine content creation, email marketing and even social media strategy in a single application. Successful teams often choose if they can use these products and which ones to use collaboratively by examining goals such as KPIs and thinking strategically.

9. Collaboration

Marketing professionals work with others on their own team as well as individuals from different departments and even other organisations. For example, they might work with other marketers to plan their advertising strategy, connect with journalists to share information like press releases and partner with other compatible companies to plan marketing partnerships. These relationships support the marketing team's and organisation's overall success.

10. Innovation

Like creativity, innovation helps marketing teams succeed. They analyse customer needs and market circumstances, and use that information to find new ideas. Innovation also includes finding original solutions to complex problems, often by combining parts of previous strategies.

11. Budgeting

Most marketing professionals work to stay aware of their budget and their company's overall financial well-being. This is to ensure they maximise their value while minimising costs. Understanding marketing budgets can help teams ensure a positive return on investment, or ROI.

12. Marketing strategy

One of a marketing team's most important functions is to determine a marketing strategy for a product or even for their entire company. After developing a marketing strategy, they also communicate this information with other key stakeholders such as company leadership, investors and other interested parties. A strong marketing strategy usually includes objectives, actions to reach those objectives, internal strengths and challenges, competitor analysis and reflection.

13. Search engine optimisation

Many marketing departments are responsible for search engine optimisation (SEO). This refers to strategies for ensuring their company's website appears in the results when users search for a particular keyword or set of terms. SEO often involves developing content including those keywords, strategically, to help guide users to a particular product or brand. A marketing team might create their own SEO content or contract with vendors or freelancers to implement their SEO strategy.

14. Market research

Marketing teams usually perform thorough market research as part of their campaign development process. This might include primary and secondary market research. Primary market research involves soliciting information directly from customers and potential customers through channels such as surveys and social media engagement. Secondary market research includes reviewing and analysing data and research that other teams or organisations have already collected.

15. Vendor oversight

Marketing departments may sometimes contract with other agencies to perform certain tasks. These subcontracted activities might include advertising, print services and web specialists. A company's marketing team works to ensure these vendors perform their duties under the primary organisation's goals and any relevant agreements or documents. Vendor oversight might be an entire department's responsibility, or that of a particular team member or leader.

Marketing tips

When each member of a marketing team effectively fulfils their roles and responsibilities, the team as a whole may achieve greater success. If you are a marketing leader or wish to support your team's marketing efforts, try these tips to help you succeed:

Set meaningful goals

Successful marketing often begins with meaningful goals. Try using the SMART goal framework to establish goals that are specific, measurable, achievable, relevant and time-based. Consider including company objectives such as key performance indicators in your specific marketing objectives to help achieve cohesive, unified organisational success.

Read more: SMART Goals: Definition, Template and Examples

Emphasise accuracy

Accurate market data can help you achieve your marketing goals by ensuring your strategies complement your consumers' needs. Try implementing a data cleaning routing to achieve accuracy and efficiency. For example, you might review and clean your data on a biweekly or monthly basis. Use this high-quality data to then develop targeted marketing strategies for your brand.

Maximise social media

Modern marketing may rely heavily on social media to accomplish many of its audience engagement goals. You can leverage multiple types of social media to achieve your department's roles and responsibilities. Use the data available through each platform to measure your social media effectiveness against your original goals and modify your strategies as necessary. You might also allocate specific social media responsibilities to certain individuals on your team.

Try video content

Consider integrating video content development into your marketing team's responsibilities. This may often include developing ideas for targeted video content based on consumer data, planning that content and implementing it. Video marketing can complement your social media strategy in that it provides another way for your online users to engage with your brand.

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