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10 ORGANIZATIONAL STRUCTURE

Under this model, specialized teams commonly manage a dedicated plan and budget for
the specifi c campaigns and/or tactics and are responsible for their own key performance
indicators (KPIs). These teams typically work with the “general market” team or the brand
team to ensure some degree of alignment with or, at minimum, overall awareness of the
brand strategy and guidelines.

The Dedicated/Segment-Specifi c structure is a very focused approach that is utilized
by brands with a strong commitment to one or more target consumer segments, often
because they have been identifi ed as high-value opportunities. The structure necessitates a
concentrated team of cultural specialists with multi-disciplinary expertise to ensure strategic
depth and relevance. Both pioneering brands and novices have been known to employ a
Dedicated/Segment-Specifi c structure as they look to Multicultural segments to fuel business
results.

Key considerations related to this structure:

PROS

Allows for experts to focus on a singular cultural area of expertise or company priority.

Brands can set up discrete segment metrics and measure a highly targeted initiative.

Budgets can be allocated and managed by the team responsible for justifying and
quantifying the specifi c segment’s value to the brand.

Teams often report directly to senior executives, including CMOs.

Structural transparency aids in clarity of accountability, often making strong ROI a
requisite for the team’s survival.

CONS

May be perceived as a siloed approach if not aligned with other marketing protocols or
programs.

Effi ciencies may be questioned as resources are not spread across the organization and
each segment could require its own resources.

Dedicated teams may become an afterthought in overall briefi ng and strategic
discussions, leading to work based on partial information or a need to play catch-up to
align with standardized timelines.