Marketing Roles and Responsibilities Explained: Finding the Right Support for Your Business
- Kesha Lien
- Nov 12
- 6 min read
You need marketing help, so you hire "a marketer." Then you're surprised when they can't design your website, write your blog posts, manage your social media, run your Google ads, analyze your data, plan your events, AND create your brand strategy—all at the same time.
Here's what's actually happening: You're asking one person to do the job of 10+ specialists.
The field of marketing is vast, with dozens of specialized roles that require distinct skill sets. Expecting one person to excel at all of them is like hiring a general practitioner and expecting them to be a surgeon, radiologist, and psychiatrist, too.
The Marketing Specialization Reality
Marketing isn't one discipline—it's an entire ecosystem of specialized functions. While some marketers are generalists who can handle multiple areas competently, many professionals develop deep expertise in specific domains.
Here's why that matters for your business.
The Major Marketing Roles and Responsibilities
Strategy: The Foundation
Before any tactical work begins, someone needs to figure out WHO you're targeting, WHAT you're saying, and HOW you're different.
Key roles:
Brand Strategist - Develops brand positioning and identity frameworks
Marketing Strategist - Creates overarching marketing plans and campaigns
Growth Strategist - Identifies opportunities for business expansion
Market Research Analyst - Conducts research to understand markets and customers
Product Marketing Manager - Positions products and crafts go-to-market plans
Why this matters: Without strategic direction, all your marketing activities lack focus and coherence.
Creative: Making It Look and Sound Good
Once you know what to say, someone needs to create the materials that communicate your message.
Key roles:
Graphic Designer - Creates visual assets and brand materials
Art Director - Oversees visual style and creative execution
Copywriter - Writes persuasive marketing and advertising copy
Content Writer - Produces educational and informational content
Video Producer/Editor - Creates and edits video content
UX/UI Designer - Designs user experiences and interfaces
Why this matters: A graphic designer who creates stunning visuals might not be able to write compelling copy. A copywriter who crafts perfect messaging might not know how to design a website.
Digital/Performance Marketing: Getting Found and Driving Results
Digital marketing requires technical knowledge and constant adaptation to changing algorithms and platforms.
Key roles:
SEO Specialist - Optimizes content for search engine rankings
SEM/PPC Specialist - Manages paid search advertising campaigns
Social Media Manager - Develops and executes social media strategy
Email Marketing Specialist - Creates and manages email campaigns
Conversion Rate Optimizer - Improves website conversion performance
Why this matters: Each of these disciplines requires specialized knowledge. An SEO expert understands technical website optimization and content strategy. A PPC specialist knows how to manage ad budgets and bid strategies. These are entirely different skill sets.
Content Marketing: Building Authority and Trust
Content marketing is about creating valuable resources that attract and engage your audience over time.
Key roles:
Content Strategist - Plans content themes and editorial calendars
Content Marketing Manager - Oversees content creation and distribution
Blog Manager - Manages blog strategy and publication
Podcast Producer - Produces and manages podcast content
Video Content Creator - Develops video content strategies
Why this matters: Creating a podcast requires different skills than writing blog posts. Managing an editorial calendar requires different thinking than producing individual pieces of content.
Analytics & Data: Measuring What Matters
Marketing generates massive amounts of data. Understanding what it means and how to act on it requires analytical expertise.
Key roles:
Marketing Analyst - Analyzes campaign performance and metrics
Data Analyst - Interprets data to inform marketing decisions
Attribution Analyst - Tracks customer journey and touchpoint effectiveness
Business Intelligence Analyst - Creates dashboards and reporting systems
Why this matters: Someone who excels at creative campaigns might not have the analytical skills to interpret complex data and extract actionable insights.
Marketing Technology: Making the Systems Work
Modern marketing relies on complex technology stacks that need to be implemented, integrated, and maintained.
Key roles:
Marketing Automation Specialist - Implements and manages automation platforms
MarTech Manager - Oversees marketing technology stack
CRM Manager - Manages customer relationship management systems
Marketing Operations Manager - Optimizes marketing processes and tools
Why this matters: Setting up and managing marketing automation, CRM systems, and data platforms requires technical expertise that most creative or strategic marketers don't possess.
Specialized Marketing Functions
Beyond these core disciplines, there are entire specialized areas of marketing:
Brand & Communications: Brand Manager, PR Manager, Communications Specialist
Customer Marketing: Customer Marketing Manager, Retention Specialist, Loyalty Program Manager
Event Marketing: Event Marketing Manager, Trade Show Manager, Experiential Marketing Manager
Partner & Channel Marketing: Channel Marketing Manager, Partner Marketing Manager, Affiliate Program Manager
Demand Generation: Demand Generation Manager, Lead Generation Specialist, ABM Manager
Each of these represents a distinct specialization with its own best practices, tools, and expertise requirements.
What This Means For Your Business
If You're a Small Business With One "Marketing Person"
Understand that you've hired a generalist who can handle several marketing functions competently, but can't be an expert in everything. Be realistic about what they can accomplish and where you might need to bring in specialists.
What your generalist marketer can probably do:
Manage your social media presence
Write basic content (blog posts, social copy, emails)
Execute campaigns based on a strategy
Coordinate with outside specialists
Handle basic analytics and reporting
Manage your marketing calendar
What they probably can't do alone:
Develop a comprehensive brand strategy
Design professional marketing materials
Build and manage complex marketing automation
Run sophisticated paid advertising campaigns
Conduct in-depth market research
Create professional video content
If You're Growing and Need To Build a Marketing Function
Prioritize based on your business needs and stage:
Early stage: You need strategic clarity first (Brand Strategist, Marketing Strategist), then content creation capability (Copywriter, Designer).
Growth stage: Add demand generation (Digital Marketing Manager, Content Strategist) and measurement (Marketing Analyst).
Scale stage: Build out specialized functions (SEO, Paid Ads, Marketing Automation) and add management layers.
If You're Hiring Marketing Help
Be specific about what you actually need. "We need marketing" isn't a job description. Ask yourself:
Do we need someone to develop our strategy or execute an existing strategy?
Do we need creative skills (design, writing, video) or technical skills (SEO, ads, automation)?
Do we need someone to manage relationships (PR, partnerships) or create content?
Do we need analytical skills to interpret data or creative skills to produce campaigns?
The Generalist vs. Specialist Question
Marketing generalists can handle multiple functions across different disciplines. They're valuable for:
Small businesses that need versatile support
Coordinating between specialists
Managing overall marketing operations
Executing campaigns across multiple channels
Marketing specialists go deep in one area. They're essential for:
Technical marketing functions (SEO, PPC, marketing automation)
High-stakes areas where expertise matters (brand strategy, PR)
Scaling specific channels (content marketing, social media)
Complex analysis and optimization
Most businesses need both: generalists to coordinate and execute, and specialists to handle areas that require deep expertise.
Common Hiring Mistakes
Expecting one person to do it all. "We need someone who can do strategy, design, copywriting, social media, paid ads, and analytics" describes a unicorn, not a real person.
Hiring for the wrong specialty. Hiring a social media manager when you actually need a brand strategist, or hiring a graphic designer when you need a demand generation manager.
Not understanding what skills different roles require. Assuming that because someone can write, they can also design. Or because someone manages social media, they can also run paid advertising campaigns.
Underestimating the learning curve. Each marketing specialty has its own tools, best practices, and ongoing education requirements. Expecting someone to pick up new specialties quickly usually leads to mediocre results.
How to Build a Marketing Department Without Hiring Everyone
You don't need to hire someone for every function. Here's how to fill gaps:
Start with strategic clarity. Before you hire anyone, make sure you have clear positioning, messaging, and a defined target audience. Bring in a strategist if you don't.
Identify your priorities. What marketing activities will actually move your business forward? Focus resources there.
Use freelancers and agencies for specialized needs. Need a new website? Hire a web designer. Need to launch paid ads? Work with a PPC specialist. Need video content? Hire a video producer.
Hire generalists who know when to bring in specialists. The best marketing generalists understand their limitations and know when specialized expertise is needed.
Invest in the specialties that drive your business. If content marketing drives your growth, hire a content specialist. If paid acquisition is your engine, hire a performance marketer.
Sage Advice
Marketing is not one skill. There are dozens of marketing roles and responsibilities, and each requires different expertise, tools, and mindsets.
Your "marketing person" isn't underperforming because they can't do everything—they're doing exactly what one person can reasonably accomplish. The question isn't "Why can't they do more?" It's "What specialized expertise do we actually need, and how do we get it?"
Are you in need of professional and/or dedicated marketing support? Start by identifying which marketing specialties matter most for your business goals. Then hire, contract, or partner strategically to fill those specific needs.
