Would you share your Marketing team structure?

Hi all,

I have a question I am hoping some of you might be able to answer. I'm seeing some movement around the country in terms of open marketing positions (that's a good sign) as well as some new job responsibilities as marketing trends evolve. With that said, can anyone share with me what their marketing investment (people, specifically) looks like currently vs. the future? Do you have plans to structure your teams differently as marketing goals/trends change? If so, how do you see it structured? Either Regionally or locally, or maybe its task focused positions such as outreach, social media, or internet focused?

I'm also curious if your company has a corporate marketing team in place in addition to Regional members? How is this team structured?

One last question...when you think about the experience required of your marketing team members now, what experience or knowledge will you be requiring from them in the near future? Any information you are comfortable sharing is useful. If you are not comfortable posting here, send me an email at [email protected]. Thank you!

To good conversation,
Melissa

Hi Melissa,

You are totally correct with the change in trend. The industry is becoming much more competitive, which in result is leading to more creative marketing plans. The Marketing Professional from the past is not the Professional of the future unfortunately. When investing on a marketing campaign, you will invest on an individual with a strong creative marketing background, who preferably someone who would be new to the industry and bring an outside prospective. You would want someone with a strong educational background, but young to the role with hunger to succeed.

At Apogee we have two Marketing Directors, one who specifically deals with the overall company marketing policies and incentives, while the other is always in the field ensuring that the plans and policies are being delivered and executed onsite.

However, I see us in the future establishing a more corporate marketing team, a divisions more like an actual marketing firm vs. a few individuals overseeing websites and market surveys. This division would be directly involved with the web advertisement, production of material, and execution of marketing strategies, development of websites, signs and even interior designs for our communities.

Hope this helps!
Thanks,
Pedro

Pedro,

Thanks for your reply. It does seem as though the marketing role is changing and its happening fast. I appreciate your openness in sharing your structure. That's helpful. I would bet its helpful to have someone directly in the field to ensure the proper execution of your marketing plan. Implementation is where our industry most often falls short.

Thanks again!

Melissa

Great topic, Melissa. As an addendum to your question, I'm curious to know if more companies are adding specialized roles, particularly focusing on online. It sounds like Pedro's team is already heading down that road, and I'd like to know if this is a trend we can expect to see more of in the industry.