Your digital marketing team has a key role to play in the overall success of your business. Not only will they plan your online marketing strategy, but they’ll also collectively work together to deliver it and help you meet your goals.

But what does a digital marketing team actually look like in 2022? Which roles do you need to fill? And what kind of skills and experience do teams need to have under their belt to get the job done? In this blog, we’ll explain what roles your business needs to fill so you can build a digital marketing dream team to take your brand to the next level.


There isn’t a one-size-fits-all for building a digital marketing team. The roles you’ll need to cover will vary depending on the size of your business, your budget and your goals.

However, some roles are essential for building a successful marketing team. These include:


Marketing is driven by strategy. You need to have a strong understanding of your audience and how to reach them most effectively. Here’s where the marketing strategist comes into the picture.

Their role involves taking a broader look at marketing activity to create plans that align with the goals of your business. 

These plans provide direction for the rest of your marketing team, ensuring everyone is on the same page and understands how their disciplines can contribute to overall success.

Some of the critical responsibilities of a marketing strategist include:

  • Identifying your target audience
  • Establishing the right platforms and avenues to target your audience
  • Devising a marketing plan aligned with your business goals
  • Providing the right direction for the rest of the team so they can execute the marketing plan in place
  • Analysing the success of the marketing plan to establish best practices moving forward

Digital marketing



Around 82% of businesses integrated content marketing into their digital marketing strategy in 2021. Content marketing is a crucial factor for generating brand awareness and driving customers and leads to take action.

The role of a content marketer can be quite broad. They’re usually responsible for planning, creating and sharing content with your different target audiences.

They’ll work closely with the strategist to establish the best types of content to utilise within the digital marketing plan. Once this has been decided, they’ll be in charge of crafting the content.

This might involve taking on tasks such as writing blogs, creating website content and driving new ideas across the business such as podcasts or hosting virtual events.

Some of the key responsibilities of the content marketer include:

  • Creating a content strategy aligned with the overall plan set out by the strategist
  • Creating different types of content and also establishing the best ways to deliver the content 
  • Monitoring consumer trends and competitor initiatives to ensure your content is relevant and effective


It was estimated that digital advertising spending in the UK totalled around £19.23 billion last year. Channels such as paid search and social media advertising have become essential for most business marketing strategies. 

The PPC (pay per click) manager is accountable for running various paid marketing campaigns to advertise your business’ offerings to the right target audience using the most effective channels.

Like the content marketer, PPC specialists will also have a strong relationship with the strategist. Together, they’ll decide the role PPC will play in your overall marketing strategy.

Some of their primary responsibilities include: 

  • Segmenting your target audience to establish the best paid channels to utilise within the digital marketing strategy 
  • Creating paid advertisements, from writing the copy to setting them live
  • Analysing and optimising paid campaigns to make sure your business sees a return on investment 
  • Establishing key performance metrics that will ultimately be used to monitor the success of your paid campaigns


61% of marketers say improving SEO (search engine optimisation) and growing their organic presence is their top marketing priority. You need someone in your team who understands how SEO works and can develop successful optimisation strategies.

An SEO marketer will play a key role in creating your content strategy. They’ll have a broad understanding of keywords and the actions you need to take to increase rankings on all the major search networks. 

Their role involves supporting the PPC manager by identifying trends and insights to achieve maximum ROI in paid search campaigns. Some of their key responsibilities are:

  • Performing ongoing keyword research, including the discovery and expansion of keyword opportunities
  • Researching and implementing content recommendations for organic SEO success
  • Develop and implement link building and other SEO strategies that are aligned with the overall digital marketing plan
  • Recommending changes to website architecture, content, linking and other factors to improve SEO positions for target keywords

These are just a few examples of roles your business will need to fill to create a successful digital marketing team. You might also consider hiring for roles in social media, design and website development for larger teams.

However, by providing upskilling and reskilling opportunities, your employees can adapt their current capabilities to take on different or entirely new functions, meaning you have to spend less time and resources hiring new staff members.

Developing existing talent is among the most crucial investments your business can make. Employers should actively invest in upskilling and reskilling employees to accommodate shifting needs and constant learning should be a core expectation from employees.

Your business should consider enrolling your employees in an external training programme for this to happen. Here, they’ll learn about all the different marketing disciplines and be taught the necessary skills to take them on in their everyday working lives.

Your staff no longer have to work in silos. A content marketer can learn about PPC and a strategist can craft their own content. There’s an opportunity to reimagine your workforce — and it starts here.


Our digital marketing programme provides your business with the opportunity to build the marketing team you’ve always wanted. The programme has been designed to meet the needs of businesses and provide students with the knowledge,  technical and practical skills they can apply to add value to their job roles.

To learn more about the programme, the benefits it can offer and how much it costs, download a copy of our brochure below.

Digital Marketing Programme

Oliver Simpson

Written by Oliver Simpson