As we approach 2025, long, drawn-out marketing campaigns are giving way to fast, agile strategies that adapt to customer needs and market shifts in real-time. AgileSherpas 7th State of Agile Marketing Report reveals that 86% of organizations plan to transition some or all of their marketing teams to Agile. 

This is because agile marketing teams are quick to adapt to changing marketing conditions and customer needs. This approach helps optimize marketing efforts by focusing on continuous improvement, faster delivery of results, and collaboration across cross-functional teams. 

If you’re contemplating building an agile marketing team, this article is for you. In it, we’ll cover what an agile marketing team is, what makes a marketing team agile, and the different marketing team structures you can adopt in your company. 

What exactly is an agile marketing team?

An agile marketing team is a group of marketing professionals that operate using agile methodologies. These methodologies are traditionally associated with agile software development but have been adapted to fit the marketing landscape. Agile marketing emphasizes flexibility, collaboration, and iterative work cycles to respond to evolving market conditions, customer feedback, and business needs. 

Agile marketing teams typically work in short, iterative cycles—often called sprints—which can last anywhere from a week to a month. During these sprints, the team completes specific, high-priority tasks that directly impact business goals. This allows them to test new ideas, gather data, and refine their tactics based on real-time data and feedback.

In an agile team, roles are often cross-functional, which means team members have various skills, such as content creation, SEO, social media, agile frameworks, agile project management tools, and paid advertising. These team members are usually specialized generalists (or T-shaped team members). This means they have deep expertise in one functional area but can also work outside their core discipline.

For example, if your campaign focuses heavily on social media, a T-shaped team member could take on tasks like drafting posts or managing engagement. However, if the next sprint focuses on high performance marketing, that same team member could easily switch over to support the paid advertising team. This setup ensures that each initiative benefits from both broad support and expert-level insights, making your marketing efforts more efficient and targeted across different channels.

Ultimately, the goal of an agile marketing team is to be agile mindset highly adaptive. By focusing on continuous improvement and delivering value incrementally, agile marketing coach that they can experiment, fail fast, and succeed faster.

What makes a marketing team agile?

Here are a few characteristics of an agile marketing team: 

1. Iterative work cycles 

Working in short sprints is the hallmark of an agile marketing team. During each sprint (which lasts between 1 and 4 weeks), your team focuses on completing specific tasks or projects that contribute to larger marketing goals. This iterative approach allows your team to deliver small, valuable outcomes rather than waiting for a long-term monolithic campaign to finish.  

For example, instead of planning a six-month campaign from the start, an agile marketing team would launch a smaller version of the campaign in the first sprint. Then, based on feedback and data collected from this sprint, they’ll refine and adjust the next steps, which ensures that their approach is data-backed and responsive. 

2. Empowered team members

In an agile marketing team, the team members often have the autonomy to make decisions quickly without waiting for layers of approval. For example, if a content manager notices a trending topic that aligns with your brand’s message, they can quickly create and publish an article on that topic.

This level of autonomy ensures that your team can capitalize on the momentum, engage your audience at the right time, and stay competitive without getting slowed down by bureaucracy.

3. A customer-centric mindset

Agility in marketing means keeping the customer at the forefront of everything you do. Your team should constantly gather feedback from both existing customers and prospects, whether through surveys, social media listening, or direct customer interaction. This will help the team tailor your marketing strategies to meet real customer needs rather than relying on assumptions.

4. Communication and transparency

Agile teams thrive when communication is open, honest, and consistent. You should encourage your team members to share their ideas, voice their concerns, and express their opinions freely without fear of judgment. This openness facilitates a culture of trust where everyone can contribute and collaborate effectively. 

You should also ensure that all team members have access to the same information, whether it's regarding project goals, progress updates, or any challenges that arise. When everyone is on the same page, it reduces the chances of miscommunication and helps the team make informed decisions quickly.

5. Cross-functional collaboration

In an agile marketing team, members possess a diverse set of skills that cover the essential aspects of marketing (e.g., content creation, design, SEO, social media, paid advertising). This allows them to be self-sufficient and execute all necessary tasks without waiting for input from other marketing departments. This means that everyone works toward the same goals and knowledge is shared across team members. 

For example, in a traditional marketing setup, content might be created by one team, while design and distribution are handled by others. In agile marketing, a content creator could work closely with a graphic designer and a data analyst within the same sprint, which makes for faster and more cohesive delivery of the marketing message. 

6. Feedback

Cultivate a culture where both internal team members and external sources like customers and stakeholders actively provide feedback. When your team regularly gathers feedback, they can identify what’s working and what needs adjustment. 

You should treat feedback as a tool for growth rather than criticism for your team to make informed changes and optimize your team's performance.

Different agile marketing team structures

Before we discuss how you can structure your agile marketing team, let’s look at some key roles that make up an agile team. These roles ensure the team functions smoothly, stays adaptable, and provides results. 

1. Product owner (Marketing Lead)

The Product Owner (also known as the Marketing Lead or Chief Marketing Officer) is responsible for the vision and direction of the marketing strategy.  They prioritize the team’s tasks and ensure that the work aligns with larger business objectives and customer needs. 

They work closely with stakeholders, agile teams and marketers to define marketing goals and make sure that each sprint delivers value toward achieving those goals. They create the product backlog (a list of tasks to be completed) and are responsible for communicating what needs to be done and why.

2. Scrum master (Agile coach/Project manager)

The Scrum Master (also known as an Agile Coach or Project Manager), ensures that Agile principles and Agile practices are followed. They plan sprints, daily stand-ups, and sprint retrospectives. They remove any obstacles that could prevent the team from completing their work and help the team stay focused on the goals of each sprint. 

While they don’t dictate the team's tasks, the Scrum Master guides the team through the Agile process. They maintain the flow of work and ensure deadlines are met without compromising the output quality. 

3. Content creator 

This individual is responsible for producing the written, visual, or multimedia content that the marketing team uses for campaigns, whether it’s blog posts, videos, infographics, social media posts, or white papers. 

Content creators collaborate closely with other team members to create messaging that aligns with overall marketing strategies and goals. In agile teams, they work in short cycles, which means they need to produce high-quality content quickly, receive feedback, and iterate based on data from previous campaigns.

4. Designer (Graphic/UI/UX designer)

The designer is responsible for the visual elements of marketing campaigns, including everything from graphic design to user interface (UI) and user experience (UX) design for web and mobile platforms. 

Their work includes creating graphics for social media, designing landing pages, developing branding materials, and ensuring that the visual components of the marketing strategy are cohesive and appealing. An organized graphic design team structure helps streamline collaboration as they work closely with content creators and web developers to create a seamless user experience that enhances engagement and conversion rates.

5. Marketing analyst/Data analyst

The Marketing Analyst (or Data Analyst) collects interprets, and reports on the data that comes from the marketing team’s efforts. This includes tracking campaign performance (e.g., traffic, conversion rates, ROI, engagement metrics) and analyzing this data to provide insights that inform future marketing decisions. 

They help identify which tactics are working, which are not, and where the team should focus its efforts next. This allows the team to optimize campaigns in real-time, ensuring that each sprint is based on actionable intelligence rather than assumptions.

Other roles you can have in your agile marketing team, depending on your needs, include: 

• SEO Specialist
• Paid search experts
• Social media manager 
• Email marketer
• Customer experience specialist 

Now that you know the roles in an agile marketing team, let’s get into structuring one. The structure of your agile marketing team depends on two main factors: your industry and your company stage. 

Agile Marketing Team Structures by Industry

1. For SaaS 

In a SaaS company, the Agile marketing team works closely with the product, sales, and customer success teams. This allows for quick pivots based on product updates, customer feedback, and performance data, ensuring the team remains flexible and responsive to the ever-evolving SaaS landscape.

Here’s a typical agile marketing team structure for a SaaS company: 

• Leadership 
  • Product owner (Marketing lead/Strategist)
  • Scrum master (Agile coach/Project manager) 
• Core execution team
  • Content marketing specialist 
  • Designer (Graphic, UX/UI)
  • SEO/PPC Specialist 
  • Marketing automation specialist
  • Data analyst 
• Growth and customer-focused roles 
  • Demand generation manager (Growth marketer)
  • Customer success/retention specialist 
  • Social media/Community manager

Why this structure works: 

Each role is focused on a specific area of sales funnel marketing, from lead generation to retention, which ensures that all aspects of the customer journey are covered. This is particularly helpful because SaaS companies have long sales cycles and rely heavily on building strong customer relationships.

2. For Services

If you offer services, rather than software or physical products, here’s a typical agile marketing team structure you can adopt: 

• Leadership 
  • Product owner (Marketing lead/Strategist)
  • Scrum master (Agile coach/Project manager) 
• Core execution team
  • Content marketing specialist 
  • Designer (Graphic, UX/UI)
  • SEO/PPC Specialist 
  • Marketing automation specialist
  • Data analyst 
• Growth and customer-focused roles 
  • Demand generation manager (Growth marketer)
  • Client relationship manager 
  • Social media/Community manager

Why this structure works: 

This structure is similar to the one for SaaS companies, but the Client Relationship Manager role makes all the difference. This role ensures a focus on customer retention and satisfaction, which is crucial for service companies that want to build strong client relationships and deliver personalized experiences. 

3. For Agencies

If you run an agency, you likely manage multiple clients and campaigns simultaneously. To ensure your agency meets client demands while maintaining flexibility, here’s how you should structure your agile team:

• Leadership 
  • Product owner (Account Director)
  • Scrum master (Project manager) 
• Core execution team
  • Copywriter
  • Graphic designer
  • SEO Specialist 
  • Paid media specialist (PPC)
  • Marketing automation specialist
  • Data analyst 
• Client-focused roles 
  • Account manager (Client liaison)
  • Media buyer 
  • Social media strategist 

Why this structure works: 

This structure works for agencies because the roles cater to clients specifically. The Account Director ensures client goals are prioritized, while the Project Manager manages timelines and processes to keep campaigns on schedule. The core execution team covers essential tasks like content creation, design, SEO, and paid media, allowing the agency to execute full-scale campaigns. 

Client-focused roles, such as the Account Manager and Media Buyer, are critical in managing client expectations, maintaining relationships, and ensuring strategic media investments. This setup allows the agency to balance high-quality execution with seamless client communication. 

Agile Marketing Team Structures by By Size

1. Startup

If you run a startup, chances are you’re operating with a tight budget, and you don’t have a full-fledged marketing team just yet. So, if you’re looking to build an agile marketing team, you’ll need to hire a few generalists who can handle a broad range of tasks. 

Here’s a proposed agile marketing team structure for startups: 

• Leadership 
  • Product owner (Marketing Lead)
• Core execution team
  • Content & social media specialist 
  • Growth marketer (Demand generation + PPC)
  • Designer (Graphic + Web) 
  • Marketing analyst (Data + SEO)
• Client or customer-focused role 
  • Customer Success Manager (Retention + Support)

Why this structure works: 

This structure works because the roles are designed to cover essential marketing functions while maintaining the flexibility to adapt quickly. The Content & social media specialist handles multiple channels like blogs and social media to drive organic traffic, while the Growth marketer combines lead generation and paid media efforts to optimize customer acquisition within a limited budget. 

The Designer wears multiple hats, handling graphic and web design and ensuring a cohesive brand image. The Customer success manager focuses on retention and support, which are crucial for maintaining customer loyalty and driving growth. 

2. Growth

As your business scales to the growth stage, your marketing needs grow more complex. This means hiring specialists to handle specific areas such as content creation, paid advertising, and data analysis. This expansion is necessary to maintain consistent, efficiency, and depth in marketing efforts, especially as customer demands and competitive pressures increase. 

To make things easier, you can supplement your in-house marketing team by outsourcing work to freelancers or agencies on a project-by-project basis. This allows you to access specialized skills without committing to full-time hires. 

Here’s a typical agile marketing team structure for growth-stage companies: 

• Leadership
  • Product Owner (Chief Marketing Officer) 
• Core execution team 
  • Content marketing manager 
    • Content writers
    • Content editors 
  • PPC Manager 
    • Ad copywriters
    • Ad campaign managers 
    • Media buyers 
  • SEO Specialist
    • Technical SEO expert
    • SEO analyst
  • Marketing analyst
  • Creative director 
    • Graphic designer 
    • UX/UI designer 
    • Video producer/editor 
• Growth and customer-focused roles 
  • Demand generation manager (Growth marketer)
  • Customer success manager 
    • Onboarding specialists
    • Customer support consultants

Why this structure works:

This structure works for growth-stage companies because it balances the need for specialization with the flexibility of outsourcing (roles like content writer, graphic designer, video producer, etc.). 

There’s a dedicated Content Marketing Manager to ensure that marketing efforts are well-targeted and strategic, as well as freelancers (content writers, editors) for tactical execution. The PPC Manager and Marketing Analyst work in tandem to scale customer acquisition efforts and analyze campaign effectiveness. The Growth Marketer uses experimentation and other levers to drive business growth, and works with the Customer Success Manager to retain customers.  

3. Enterprise

A company at enterprise stage has a significant market presence and complex marketing needs, often serving a wide customer base with diverse products and/or services. At this stage, the demand for specialization is higher than ever because the marketing efforts need to be both highly targeted and sophisticated to maintain brand positioning and growth. 

If you run an enterprise business, you can still outsource work to freelancers or agencies on a project-by-project basis. This allows you to tap into additional expertise or scale efforts quickly without overextending internal resources.

Here’s a typical agile marketing team structure for enterprise companies: 

• Leadership 
  • Chief Marketing Officer (CMO) or VP of Marketing (Product Owner)
• Core execution team
  • Head of Content Marketing
    • Content writers
    • Content editors 
    • Web copywriters
    • Video producers 
  • Paid Media Director (PPC Lead)
    • Ad copywriters
    • Ad campaign managers 
    • Media buyers 
    • Programmatic specialists
  • Head of SEO/SEO Director
    • Technical SEO experts 
    • Link builders
  • Marketing Data Scientist
    • Data analysts 
    • BI (Business Intelligence) specialists
  • Creative Director
    • Graphic designers
    • UX/UI designers 
    • Web developers 
• Growth and customer-focused roles
  • Growth Marketing Manager 
    • Lead generation consultants 
    • Email marketer
    • Conversion Rate Optimization (CRO) Specialists
    • Sales enablement managers 
  • Head of Customer Experience 
    • Onboarding experts 
    • Customer support consultants

Why this structure works: 

This structure balances specialization with scalability, ensuring you can manage complex, large-scale campaigns across multiple regions, products, and business units without encountering bottlenecks.

The CMO oversees specific marketing functions to ensure alignment with business goals, while freelancers supplement the internal team, allowing for scalability without overextending resources.

Read: How To Choose a Digital Marketing Agency—Key Criteria, Steps, and Tips

How to build an agile marketing team

Building an agile marketing team involves creating a flexible, cross-functional group that can quickly adapt to changing marketing conditions, customer needs, and business goals. Below are three approaches to building an agile marketing team: 

1. Building from scratch 

When building an agile team from scratch, you should assemble a versatile team of generalists who can handle a wide range of tasks. In the early stages, a small, nimble team is crucial for executing marketing strategies quickly while staying adaptable. 

Start by identifying the most critical roles based on immediate business needs, such as a marketing lead to manage strategy and execution, a content creator for messaging, and a growth marketer to drive leads and conversions. These core team members will work across multiple channels and adjust campaigns rapidly in response to performance data.   

2. Scaling an agile marketing team

As your business grows, scaling your agile marketing team becomes necessary to maintain efficiency and keep up with expanding marketing demands. At this stage, start introducing specialists to handle key areas like SEO, paid media, and analytics. This specialization allows the team to maintain the flexibility of an agile approach while optimizing specific functions. 

As you scale, cultivate a collaborative environment where specialists can work cross-functionally. This helps them pivot quickly when priorities shift, or market conditions change. Regular sprint planning, retrospectives, and a focus on continuous improvement should remain central to the process as the team grows.  

3. Hiring fractional talent 

Hiring fractional talent—such as specialized freelancers or part-time consultants—on a project-by-project basis is an effective way to scale your agile marketing team without committing to full-time hires. 

For example, you might hire a fractional CMO to guide high-level strategy or a fractional growth marketer to execute lead generation campaigns. These professionals bring deep expertise to your team for a fraction of the cost and can be employed as needed, whether to drive a specific project, support a product launch, or help during a period of rapid growth. 

You can also hire fractional specialists in areas like SEO, paid media, product marketing, or data analytics to tackle specific tasks or short-term projects. This approach gives your team the flexibility to address specialized needs, optimize marketing performance, and scale quickly without the overhead of permanent hires. 

Build a dynamic agile marketing team with MarketerHire

Finding the right talent for your agile marketing team can be a challenging and time-consuming process, especially if you’re going the traditional route with multiple rounds of interviews, negotiations, and onboarding. Fortunately, you can refine your hiring process with MarketerHire. 

MarketerHire provides businesses access to pre-vetted marketing experts--from chief marketing officers and growth marketers to SEO specialists and paid media experts--from top companies like Airbnb, Amazon, and Coca-Cola. These marketers are available both full-time and on a per-project basis, which gives you the flexibility to scale up or down as needed. 

Using a combination of human expertise and AI, we match businesses with marketers in as little as 48 hours. Since we only accept 1% of applicants, you can be sure that whomever we match you with has proven expertise in their field. 

Although 75% of our clients hire the first marketer we match them with, we still offer a two-week, risk-free trial to see if you and the marketer we match you with are compatible. If the marketer isn’t a perfect fit, MarketerHire provides free rematching, ensuring you find the right person for the job.

If you’d like to know more about how MarketerHire can help you build your agile marketing team, schedule your first meeting today. And if you’re looking to supplement your existing marketing, sales, or design teams with assistants, check out Expert Assistants, which gives you access to pre-vetted, full-time offshore talent.

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