Have you ever read a marketing job description and wondered whether a business was hiring one person or an entire marketing department?

We recently came across a job advertisement looking for someone who could develop marketing strategies, manage Google Ads and Meta campaigns, design brochures, write website copy, create social media content, film and edit videos, manage influencers, improve SEO, build email campaigns and generate leads. All of that, preferably with five years of experience.

It sounds almost comical, but it's becoming increasingly common. Businesses are expecting marketers to cover more responsibilities than ever, often without considering the time, expertise and resources required to do each one properly. The problem isn't necessarily a shortage of talented marketers. It's that we've created expectations that are becoming increasingly difficult for one person to meet.

Marketing is no longer one job

Twenty years ago, marketing looked quite different. A marketer might have been responsible for writing advertisements, organising events, managing brochures, working with local newspapers and sending the occasional email campaign. While the role still required creativity and planning, the range of specialisations was considerably smaller.

Today, marketing has evolved into an ecosystem of disciplines. Businesses need expertise across Google Ads, Meta advertising, social media, graphic design, copywriting, SEO, website development, CRM systems, marketing automation, analytics, video production, email marketing and AI. These aren't simply extra tasks that can be added to someone's workload.

Each requires its own knowledge, experience and ongoing development. Yet many businesses still try to squeeze all these responsibilities into a single position description.

The problem is capacity, not capability

Think about it this way. Would you expect your accountant to also manage your legal matters, oversee IT, run HR and act as your business coach? Probably not. You understand that each profession requires a different skill set, even though they all contribute to the success of your business. Marketing should be viewed in exactly the same way.

Social media has also contributed to the misconception that one person can manage everything. We see someone creating videos, designing graphics and publishing content, but rarely see the specialists working behind the scenes. Strategy, photography, editing, advertising, design, copywriting and performance analysis often involve several people. Even the most capable marketer has limited time and capacity. Expecting one person to handle everything can lead to burnout and prevent important marketing activities from receiving the attention they need.

Your internal marketer should be the conductor, not the entire orchestra

This doesn't mean internal marketers are becoming less valuable. In fact, their role is arguably more important than ever. They understand the business, its customers, its brand, its internal stakeholders and its commercial priorities. They know where the business wants to go and can help ensure that marketing activities support those objectives.

Think of your internal marketer as the conductor of an orchestra. A conductor doesn't need to play every instrument. Their job is to bring everyone together, provide direction and ensure each musician contributes to the overall performance. Marketing works in much the same way. Your internal marketer can lead the direction, coordinate activities and maintain brand consistency while specialist teams provide the expertise needed across different channels.

Stop looking for unicorn marketers. Start building a marketing ecosystem.

Many businesses are still searching for the mythical unicorn marketer. Someone who is an expert in strategy, graphic design, Google Ads, SEO, video editing, copywriting, AI, automation and project management. While having a broad skill set is valuable, expecting one person to excel in every specialisation is unrealistic. Marketing is simply too diverse for one individual to master every discipline.

The businesses better positioned for growth are recognising that they don't need one person to do everything. They need the right combination of internal knowledge, external specialists, technology, automation and strategic leadership. Each person has a role to play, with everyone working towards the same commercial outcome. This approach also gives internal marketers the support they need to focus on what they do best, rather than constantly trying to keep up with an endless list of responsibilities.

Is your marketing team set up to succeed?

Great marketing has never been about one brilliant person doing everything. It's about brilliant people working together.

If your internal marketer is stretched too thin or your business needs additional expertise, it might be time to rethink how your marketing function is structured.

Book a strategy call with The Marketing Factory and let's build a marketing team that's set up for growth, not burnout.

Want to hear more? Watch the full episode on our YouTube channel for more insights from Marissa on building a marketing team that's set up for success.