What does the modern marketing team look like – now and in the next five years?

By: Carsten Bjerregaard, CEO, Marketingcapacity.com

Marketing departments are changing. It is well described internationally, and I experience it myself when I speak to an average of 5-10 marketing managers per week. New technologies such as AI, as well as increased demand for specialist knowledge and accelerating labor market dynamics mean that the classic structure with fixed, generalist-heavy teams is no longer sufficient. The modern marketing team increasingly consists of a strong core team – supplemented by an ecosystem of strategically selected freelancers and specialists.

Structural Change: From Silos to Flexible Competency Networks

• The modern marketing team is built as a hybrid network:
• A permanent internal team with strategic and business-critical responsibilities
• A flexible layer of freelancers who contribute updated competencies on-demand

Possibly supplemented by specialized agencies in project form

This model is already seen in practice at major companies such as Unilever, Google and P&G, which are increasingly using freelance talent and so-called “talent clouds” (Harvard Business Review, 2020).

The point? Companies that combine fixed knowledge with flexible specialization respond faster to market demands and technological developments.

AI and pace require new competencies – all the time

AI is changing marketing faster than internal teams can keep up. ChatGPT, automated content production, predictive analytics and personalization are just the beginning. But who has time to learn it all?

According to LinkedIn’s 2024 Workplace Learning Report, 89% of marketing leaders estimate that their teams need updated skills every six months to stay competitive.
Yet the average marketer only stays in the job for 1.8 years (LinkedIn Economic Graph, 2023)

Strategically using freelancers is probably the most effective way to:

• Implement new technology quickly
• Gain expert knowledge in specific areas (AI copy, TikTok ads, email flows in Klaviyo)
• Educate the core team through collaboration and knowledge transfer

How to build a modern team

Of course, there are endless possibilities for organizing the marketing function depending on industry, company size, tasks, seasons, and many other factors. Here are some scenarios:

1. Industrial company – B2B with technical product (e.g. machine production)

Company size: 500+ employees
Marketing team: 12 people (8 permanent employees + 4 freelancers)

Permanent employees (strategy and continuity):

Marketing manager

Communication manager

Digital marketing manager

CRM/Marketing automation specialist

Event and trade fair team (2 people)

Content specialist with technical knowledge

Project manager marketing

Tasks:

Marketing strategy and campaign plans

CRM and lead nurturing

Target group segmentation

Planning of trade fairs and technical events

Preparation of white papers and product material

Freelancers (specialized execution and scalability):

SEO specialist (optimization of content and landing pages)

Video producer (product demos and case videos)

UX designer (optimization of lead generation on the website)

Copywriter with technical background (outsourced during peak periods)

2. E-commerce company – B2C with international presence

Company size: 300 employees
Marketing team: 15 people (10 permanent employees + 5 freelancers)

Permanent employees:

CMO

Brand Manager

Email marketing specialist

Paid media manager (SoMe + Google)

Content lead

Customer journey analyst

Digital campaign coordinator

Graphic designer

Social media manager

Webshop manager

Tasks:

Brand building and campaign development

Webshop operation and conversion optimization

Retargeting and paid ads

Customer journeys and data analysis

Content plan and email flows

Freelancers:

Influencer manager (per campaign basis)

Conversion rate optimization (CRO) specialist

Performance creative designer (animated SoMe ads)

Translators (localization of content for markets)

Ad hoc copywriter for campaign texts

3. Large B2C retail chain

Company type: National/international retail chain with both physical stores and e-commerce
Company size: 1000+ employees
Marketing team: 20 people (14 permanent employees + 6 freelancers)

Permanent employees – foundation and operations:

Marketing Director

Brand Manager

E-commerce marketing lead

CRM/E-mail marketing specialist

Digital campaign coordinator

Retail marketing manager

Media purchasing manager

Loyalty program manager

SoMe coordinator

Graphic designer (in-house production)

Content manager (webshop + catalogs)

Web analysis and performance specialist

PR and press manager

Store communications manager

Tasks:

Strategic campaign planning

Year-round calendar for campaigns and seasons

Management of loyalty program and customer dialogue

Coordination of marketing in stores

Media purchasing and channel plans

Internal production of content and POS materials

Freelancers – special skills and scaling:

TikTok/Instagram creative specialist

Motion designer for campaign videos

Copywriter for catalog and e-commerce texts

SEO expert (e-commerce focus)

Ad hoc translators (for foreign markets)

Data analyst (project participation in larger campaigns)

4. Financial company (bank, insurance or fintech)

Company type: Larger bank or financial company with focus on both B2B and B2C
Company size: 600+ employees
Marketing team: 15 people (10 permanent employees + 5 freelancers)

Permanent employees – compliance, strategy and branding:

Head of Marketing

B2C marketing manager

B2B marketing manager

Campaign manager

Customer experience & loyalty manager

Content manager (tone of voice, brand narrative)

Communications advisor (compliance/financial communication)

Media buying and performance specialist

Web editor

Project manager marketing automation

Tasks:

Strategic planning and coordination

Marketing subject to compliance

Branding and trust building in the market

Email flows and customer journeys

Editorial work and customer magazines

Close cooperation with the legal department

Freelancers – flexible capacity and creative experts:

Content creator with financial experience

UX/UI designer for improving customer portals

Video producer for customer cases and onboarding

CRO specialist for optimizing forms and flows

LinkedIn Ads specialist (especially for the B2B segment)

Agency vs. freelancer: Why more people choose the latter?

While agencies still have a place in the puzzle, many marketing leaders are increasingly shifting investment toward freelancers. Why? In a nutshell, you can look at it this way:

 

Agency	Freelancer
Packages and deliverables	Embedded collaboration and knowledge sharing
High overhead and less flexibility	Lower costs and faster execution
Less integration	Close contact with internal teams

 

According to Upwork’s 2023 Future Workforce Report, 64% of companies say they use freelancers to access specialized knowledge that is hard to find in permanent positions.

Conclusion: The modern team is fluid – and intentionally designed

The modern marketing team is not necessarily bigger – it is smarter put together.

• A permanent core team ensures stability and business insight
• Flexible freelancers add deep expertise and agility
• The collaboration between the two creates learning and anchoring

Call it a talent stack or flexible capacity.

Either way: This is how you prepare your team for the next five years.