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  • Writer's pictureRachel King

Marketing Manager v Marketing Specialist: Unravelling the distinctions

As a small business CEO, you recognise that if you want to grow your business you need to invest in marketing. The next stage on that journey is working out the best people you need to bring on board to bring you those results. There are two types of marketing roles that crop up often – a marketing manager and a marketing specialist. Which one is right for you and at what point in your hiring process? Here’s an explanation of what they are.


Steering the marketing function and making strategic decisions

The marketing manager is like the captain of a ship. They steer the entire marketing function and make strategic decisions. They're the ones who develop marketing strategies, set goals, manage budgets, and make sure everything runs smoothly. They coordinate with other departments, lead a marketing specialist team, and ensure the team is on the right course.


Specialists bring their skills to the table


On the other hand, the marketing specialist is the expert in a specific marketing domain. They're like the swashbuckling heroes who specialise in digital marketing, social media, content creation, SEO, or market research. They bring their skills to the table, executing specific marketing tactics.


Whether it's running online ad campaigns, analysing website traffic, or crafting captivating email campaigns, they've got it covered. Think of them as the unsung heroes who make the marketing strategy come alive.


As an SME you may make the decision to outsource some of your specialist work to agencies or freelancers. This could prove to be more cost-effective if you are testing new channels.


Marketing Manager fosters a creative and collaborative environment

Leadership and management are key traits for the marketing leader. They're the ones who inspire and guide the team, ensuring everyone is heading in the same direction. They mentor and develop the skills of their team members, fostering a creative and collaborative work environment.

Meanwhile, the marketing specialist might not have direct leadership responsibilities, but they bring their specialist skills to the team. They collaborate effectively, sharing their specialised knowledge and working with their teammates to achieve those marketing objectives.

So, in conclusion, your marketing manager is the visionary captain, steering the ship, while the marketing specialist is the skilled crew member, executing the tactics and making things happen.


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