What Does a Digital Marketing Agency Do? Key Roles & How They Work
Darrien JenkinsShare
Digital marketing agencies have exploded in popularity over the last decade, yet many business owners still don’t fully understand how they work or what goes on behind the scenes. At the same time, professionals looking to break into the industry often struggle to figure out where they fit in among the many different job titles and roles.
If you’re:
✅ A business owner wondering who to talk to about your marketing needs...
✅ Already working with an agency but unclear about how they operate...
✅ Considering a job in digital marketing but don’t know what different roles actually do...
This guide breaks down how digital marketing agencies function and who does what so you can navigate the industry with confidence.
How Do Digital Marketing Agencies Work?
At their core, digital marketing agencies help businesses grow by managing online advertising, content creation, branding, and strategic marketing initiatives. They function as external marketing teams that handle everything from social media campaigns to search engine optimization (SEO) and paid advertising.
Agencies typically have three primary focuses:
1️⃣ Client Acquisition – Sales and marketing efforts to attract new business.
2️⃣ Client Success & Delivery – Creating, executing, and managing marketing campaigns.
3️⃣ Operations & Growth – Managing finances, processes, and internal efficiency.
To deliver results, agencies break into specialized departments, each responsible for a key aspect of marketing execution. Let’s go deeper into how these teams work together.
The Core Teams in a Digital Marketing Agency
Most digital marketing agencies are structured into seven key teams that work together to deliver marketing success. Each team plays a vital role, and understanding them helps businesses and professionals know who to turn to for specific needs.
1️⃣ Account Management: The Client's Main Point of Contact
The account management team is the bridge between clients and the agency. Their job is to ensure that the client’s expectations align with what the agency delivers.
Account managers don’t create ads or design graphics—but they make sure everything runs smoothly by coordinating between clients and the creative, media, and strategy teams.
Key Responsibilities:
✅ Serve as the main point of contact for clients
✅ Oversee project timelines and deliverables
✅ Ensure client satisfaction and long-term relationships
Common Account Management Roles:
- Account Executive – Handles day-to-day client communication.
- Account Manager – Oversees multiple client accounts and strategy alignment.
- Account Director – Leads the account team and manages high-value clients.
- VP of Client Services – Sets the overall strategy for client relationships.
💡 Who Should Talk to This Team?
Business owners looking for updates on campaign progress or wanting to adjust their marketing strategy should reach out to their account manager first before escalating concerns.
2️⃣ Business Development: The Team That Brings in Clients
The business development team is responsible for generating leads, closing deals, and expanding the agency’s client base. They focus on sales, outreach, and networking to bring in businesses that need marketing services.
This team doesn’t execute marketing campaigns—they sell them. They work closely with account managers and strategists to ensure potential clients understand the value of the agency’s services.
Key Responsibilities:
✅ Identify and secure new business opportunities
✅ Develop proposals and marketing packages for potential clients
✅ Work with marketing teams to generate leads and referrals
Common Business Development Roles:
- Business Development Manager – Reaches out to potential clients and handles sales.
- Marketing Coordinator – Supports outreach campaigns and lead generation.
- Chief Marketing Officer (CMO) – Oversees overall agency marketing and growth strategy.
💡 Who Should Talk to This Team?
If you're a business owner looking to hire a marketing agency, you’ll likely talk to someone in business development first.
3️⃣ Creative Team: The People Who Make Marketing Look Good
This is where the magic happens—the team that turns ideas into reality. The creative team is responsible for designing ads, branding, social media content, websites, and video production.
They work closely with the media team (who run the ads) and strategy team (who define the campaign objectives) to ensure all marketing materials are visually compelling and effective.
Key Responsibilities:
✅ Design engaging visual assets and branding materials
✅ Develop ad creatives, social media content, and website designs
✅ Write persuasive copy that drives conversions
Common Creative Team Roles:
- Creative Director – Oversees all design and branding efforts.
- Graphic Designer – Creates visuals for ads, social media, and branding.
- Copywriter – Writes marketing materials, ad copy, and email campaigns.
- UX/UI Designer – Designs website and app interfaces for better user experiences.
💡 Who Should Talk to This Team?
If you need custom branding, visuals, or content creation, this is the team to work with.
4️⃣ Media Buying & Paid Advertising: The Team That Runs the Ads
Once the creative team produces ad content, the media buying team makes sure the right people see it. They run Facebook, Google, YouTube, and TikTok ads, optimizing campaigns for performance.
They work with analytics specialists to track results and adjust ad spend to maximize return on investment (ROI).
Key Responsibilities:
✅ Set up and manage paid advertising campaigns
✅ Optimize audience targeting and bidding strategies
✅ Analyze campaign performance and adjust budgets accordingly
Common Media Buying Roles:
- Media Buyer – Manages ad placement and budget allocation.
- PPC Specialist – Focuses on Google Ads and search-based advertising.
- Paid Social Strategist – Runs social media advertising campaigns.
💡 Who Should Talk to This Team?
If you want to know how your paid ads are performing, this is the team to consult.
5️⃣ Operations & Project Management: Keeping Everything Running
Operations is the glue that holds an agency together. This team handles internal workflows, finance, HR, and project timelines.
They ensure that projects stay on budget, on time, and on track so that the agency operates efficiently.
Key Responsibilities:
✅ Oversee hiring, training, and employee management
✅ Manage project workflows and budgets
✅ Handle financial planning and operational logistics
Common Operations Roles:
- Project Manager – Keeps projects on schedule.
- HR Director – Manages hiring and internal culture.
- Chief Financial Officer (CFO) – Handles financial planning and contracts.
💡 Who Should Talk to This Team?
Business owners may not interact with this team often, but employees rely on them to keep operations smooth.
6️⃣ Strategy & Market Research: The Big-Picture Thinkers
This team guides marketing efforts by analyzing data, conducting research, and developing high-level strategies to ensure long-term success.
Key Responsibilities:
✅ Conduct market research and audience analysis
✅ Develop brand positioning and long-term growth strategies
✅ Optimize campaigns based on performance data
Common Strategy Roles:
- Brand Strategist – Defines brand messaging and positioning.
- Data Analyst – Tracks key performance metrics.
💡 Who Should Talk to This Team?
Clients seeking marketing audits or long-term brand strategy should talk to a strategist.
Final Thoughts: Who Do You Need to Talk To?
✅ Need campaign updates? → Account Manager
✅ Want to launch paid ads? → Media Buying Team
✅ Looking for branding or creative work? → Creative Team
✅ Interested in hiring an agency? → Business Development
A great agency is a well-oiled machine, and now you know exactly who does what behind the scenes.