Question

Topic: Strategy

Marketing Department Structure-financial Services

Posted by Anonymous on 4/5/2008 at 2:47 PM ET 125 Points
I am the manager of a marketing department with five members of staff - 2 Marketing officers, 1 marketing research officer, 1 merchandising officer. The merchandising and research officers have clearly defined roles but the two marketing officers end up -working on ad hoc projects as needed. I need to create a structure that gives them clear lines of responsibility and therefore increase the levels of efficiency in the department as I end up having multi projects to manage and feeling overwhelmed.
The main areas of the job are : Product Development, Advertising, Merchandising, Research, Internal Marketing (to staff) Programme Development. We are at the beginning of our new financial year with a marketing plan to implement and I need a structure for this implementation.
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RESPONSES

  • Posted by L. Duggan on 4/5/2008 at 3:21 PM Accepted
    You might consider out sourcing your marketing rather than doing it in house. You'd get a much better product end-product at a cheaper cost. You could hire the firm on a project basis or on a retainer basis
  • Posted by Peter (henna gaijin) on 4/5/2008 at 4:18 PM Accepted
    By virtue of what marketing is, marketing will always require a lot of one off projects. Much of marketing is project management. Not sure if you'll be able to put clear, definable duties in for the 2 folks.

    Perhaps it may be better just to look to see how you can delegate projects more to the folks in your group. Get them managing the projects.
  • Posted on 4/8/2008 at 8:52 PM Accepted
    Separate out the "Marcom" (Marketing Communications) functions from Product Development and Research.

    You want one person to focus on coordinating all of the promotional efforts, and one person to coordinate all the development that has to happen BEFORE the marcom can happen.
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