Written by Catalina Bertón
Being the new hire is never easy. When your role involves creating a new department, the challenges multiply. Throughout my career, I’ve been tasked with establishing marketing departments several times.
Each experience is unique, but some common themes emerge: I often work with a diverse team of multifaceted individuals eager to learn, and I frequently collaborate with people from different nationalities.
This article will explore what I believe are the most crucial aspects of building a new team from the ground up.
Embracing New Trends and Overcoming Resistance
Starting a new department is challenging, especially in fields like marketing and communications, which are still considered “new” by some. Despite our qualifications and expertise, we often have to prove our worth repeatedly to earn a seat at the decision-making table.
Before diving into strategies, let’s align on some fundamentals:
Marketing involves studying market trends, understanding target audiences, and developing strategies to achieve company goals.
Communications focuses on crafting strategies that showcase the company, foster engagement, and build a dialogue with the world.
Neither of these roles is simply about posting on social media. With that in mind, let’s delve into the strategies for building a successful marketing team.
Don’t Reinvent the Wheel When You’re Still Finding Your Footing
The first step in any new role is understanding the company’s needs. It’s not uncommon to be handed a to-do list on day one because someone read that every business needs a blog or social media presence. While that might be true, the specifics—like which platforms to use or what content to create—require careful consideration.
In some cases, the tasks at hand require more resources than one person can handle. If you’re asked to launch a podcast, for example, you’ll need support. However, there are foundational steps you can take immediately to demonstrate progress while you familiarize yourself with the company and negotiate for the necessary time and budget:
Ensure the company’s description is consistent and relevant across all platforms.
Standardize email signatures for all employees.
Conduct basic market research.
Most importantly, talk to your colleagues—they know what’s happening behind the scenes.
Demonstrating Value
No company will invest in new strategies unless they see the value. As a new department in a modern field, we must continually demonstrate our worth to both internal and external stakeholders.
In one of my roles, the company initially sought a Community Manager. A few months later, my boss recognized the need to build a more structured department to drive sales. Building a team doesn’t always mean hiring full-time staff; partnering with the right agency to outsource tasks can be just as effective. The key is to show the value of each action so that when you need extra help, you can secure it.
Patience Is a Virtue—Especially in a Marketing Team
The digital marketing landscape has evolved significantly, especially post-pandemic, but some outdated practices persist. It’s not uncommon to find job postings for digital marketers who are expected to write, design, manage SEO, code in HTML, and handle social media—all for an entry-level salary.
In a world where everyone believes they’re a social media expert or a photographer, it’s essential to remain calm and professional. Thank those who offer advice, then proceed with what you know is best.
Take Nothing for Granted
Every profession has its own jargon. For example, with a background in Arts and Humanities, I had to relearn how to communicate when I joined a tech company. Misunderstandings were frequent. For instance, when I said something was “in production,” I meant it was being produced, but to a web developer, “sent to production” meant the website was live and accessible to the public.
This also applies to routine tasks that may be new to others, such as the significance of high-quality images or whether the brand should use emojis. Never assume everyone is on the same page. It’s crucial to communicate clearly and ensure everyone understands that many decisions are driven by emotions.
Final Thoughts
Yes, promoting your department internally is essential. As marketers, our goal is to help the company achieve its business objectives. To do that, we need to align everyone to work towards the same goals. The good news is that marketing and communications can be enjoyable, and once their value is understood, the tasks become more manageable.
At Sud Creative, we provide outsourced marketing and communication services. We’ve often found ourselves helping the “Inside Person” demonstrate and explain the value of our work, which is why we associate KPIs with every action. But above all, marketing and communications are about people, so our first priority should always be understanding who we’re working with.
This article was written by Catalina Bertón, Founder and Marketing Consultant at Sud Creative. With extensive experience in building and leading marketing teams, Catalina specializes in helping companies navigate the complexities of brand development, communication strategies, and market positioning.
Her passion lies in crafting innovative solutions that drive growth and create lasting connections.
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