Behind the Scenes of a Marketing Agency: The 4 Critical Roles

When building your agency's team, focus on these four positions.

Coming together is a beginning. Keeping together is progress. Working together is success

Henry Ford

Marketing agencies are at the forefront of the modern business world. They help companies big and small break through the saturation of marketing material and into the eyes and minds of their audiences.

However, like any good business, it’s not a one-person show. It’s a team effort, and passionate professionals must fill four critical roles for the agency to succeed.

Let’s go over each of them.

Marketing Manager:

The marketing manager is essentially the team member who brings in the workload. This role covers several crucial tasks such as:

  • Marketing the company’s services to leads.
  • Convincing leads of the service’s value and securing ongoing customers.
  • Transitioning the lead towards the service-providing parts of the team.
  • Acting as the first point of contact for new clients.
  • Promoting agency growth.


The copywriter is the writing creative role of a team. Many of the tasks performed by a marketing agency require text content in some way, shape, or form, and the copywriter is in charge of ensuring this content meets the project’s goals. However, they serve another role, too.

Copywriters do the following:

  • Lead the creative process involving written materials.
  • Generate written content such as articles, blog posts, and advertisement text.
  • Implement the team’s marketing strategies into written form.
  • Leverage marketing text-based marketing tools such as SEO and engagement triggers.
  • Function as the creative thought leadership of the group.
  • Generate engaging emails, video scripts, and other text pieces.
  • Understand the client’s goals and develop ways to execute them through creative content.

Project Manager:

The project manager is the team member who oversees all aspects of a project and keeps team members on the same page. This demanding role takes on many hats. It requires leadership skills to ensure project goals are being met while maintaining high team morale via communication and collaboration.

A project manager:

  • Establishes marketing strategies alongside the marketing manager and oversees the implementation of those strategies.
  • Works directly with copywriters and designers to ensure smooth collaboration and understanding of project goals while taking feedback for thought leadership improvement.
  • Finds vendors such as software providers and other crucial partnerships and maintains those relationships.
  • Develops various project budgets.
  • Creates timeline goals across all projects.
  • Develop project calendars to guide team efforts.


Designers can come in two varieties or wear both hats depending on their skills and specialities. Either way, the designer’s role covers digital design and print design. This creative process determines how marketing content will look as it’s created.

Designers perform the following tasks:

  • Design print layouts and graphic designs for print advertisements, catalogues, newsletters, and more.
  • Develop mobile ad layouts that are instantly engaging while visually pushing the client’s goal.
  • Develop desktop layouts for emails, digital ads, and other digital marketing materials.
  • Collaborates with copywriters and project managers to understand project goals and bring all aspects of the content creation process together.

Marketing Agencies Rely on These Roles

Each of these roles is a pillar of any marketing agency. If any of them are missing, the agency will struggle to meet project goals and satisfy its clients.

When building your agency’s team, keep this in mind, and focus on these four positions.

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