marketing roles 2020

Overview of Marketing Roles in 2020: Part One, the Creative Group

How about we talk a little bit about you, your marketing organization in 2020 and the different roles that make up the marketing teams of large companies today?

We’ve analyzed more than 100 job postings and job descriptions from large companies to understand who makes up the marketing teams. 

In this first article of this two-part series, we will start by taking a tour of the creative group. Their assignment ? To produce content! Content that is engaging, that is part of the content marketing and brand content strategies, and that supports inbound marketing in particular.

Brand Content Manager

The Brand Content Manager is responsible for the production of brand content and contributes to the influence of the brand. Under the authority of a Brand Manager or a marketing department, he or she designs (or steers the design of) content that “communicates” the brand: its values, its history, its products. He or she is aware of the latest internet trends and knows how to draw inspiration from them. 

As such, he or she acts as a kind of guardian of the brand’s consistency since each piece of content must respect the visual and lexical grammar of the brand. The Brand Content Manager is responsible for the e-reputation of the company. Depending on the organization, he or she may work with an internal content factory or with service providers. As far as tools are concerned, the Brand Content Manager is a regular visitor of the DAM, whose role as a Single Source of Truth (SSOT) for all marketing content is highly valued.

Head of Content or Chief Content Officer

The Head of Content or Chief Content Officer is responsible for content that intended to attract new audiences. The Chief Content Officer can be considered as the editor-in-chief of an organization: it is up to him or her to set an editorial line, to devise a content plan capable of mobilizing internal or external resources, to manage the budget for “content” and to monitor its performance.

In practice, the Chief Content Officer focuses primarily on acquiring new audiences through a documented and shared content strategy. In the majority of cases, he reports to the marketing department. On a daily basis, he/she works with DAM, CMS, performance measurement solutions and content planning tools (CPCM).

Content Creator

The Content Creator is agile with the tools for creating content (Photoshop, Premiere, Final Cut Pro…) Often integrated within an internal Content Factory, he/she is responsible for producing different types of assets under the authority of a Content Manager or a Content Chief Officer. His/her area of expertise covers blog articles as well as more complex content: ebooks, white papers, infographics or marketing videos.

The Content Creator is not only a technician, but also a storyteller: depending on the targeted platforms (website, social networks), he/she knows how to write content to make it accessible to an audience. He/she delivers the content created in a Content Management and Creative Review (CPCM) solution to exchange with colleagues up until validation.

Content Editor

The Content Editor is responsible for the “last mile”. Under the authority of a Content Manager or Chief Content Officer, his or her task is to check the quality of the content, edit, document and in certain cases adapt it. All of this serves multiple purposes: guaranteeing optimal comprehension and readability, achieving good referencing in search engines, or assigning sufficient metadata with content to facilitate its reuse.

His/her work is key to extending the lifespan of content and optimizing its ROI. In this role, the Content Editor naturally uses solutions such as CMS (Content Management System) to publish, editing tools to design, and a DAM (Digital Asset Management) to reference content and manage its lifecycle and reuse.

As you may have realized, this creative group will not be enough to run a successful marketing department. It must also be composed of another group, that of “communicators and analysts”. These are marketers that leverage the content created, that measure and analyze data regarding content performance and that use  this information to determine future editorial choices. We will meet this group of marketers in the second part of this series on marketing roles in 2020. Stay tuned!


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