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What is the common marketing organizational structure for consumer products companies? 

TSinclair
Tracy Sinclair
AQUENT
 
Tracy Sinclair is the Director of the Marketing Practice at Aquent, a talent agency for marketing and design talent. Prior to Aquent, Tracy was a Brand Manager at Procter & Gamble and a strategy consultant for Zyman Group. She has a BA from the University of Michigan and an MBA from Cornell University.
 
Question
What is the common marketing organizational structure for consumer products companies?
 
Answer
Consumer products companies are typically divided by both brand and function. In other words, two people might work on Dove bar soap, but one is in marketing and one is in product supply.
 
In each function, there are different layers of management.  In the Brand function, for example, the levels typically are: Assistant Brand Manager, Brand Manager, Marketing Director, General Manager, Vice President, CEO.
 
Each brand consists of a “cross functional team” that includes representatives from each different function. Examples include: Product Supply, Finance, Brand/Marketing, Safety, Regulatory, Market Research, and Packaging. The Brand/Marketing person is typically responsible for leading the cross functional team.

 

 

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