Smart Strategies for Leading a Small but Mighty Marketing Team

When I served as Vice President for Communications and Marketing at Limestone University, I had the privilege of leading a small but exceptionally talented team that consistently exceeded expectations, tackled big goals with limited resources, and delivered results that rivaled much larger departments.

Those experiences continue to shape how I approach building and managing teams. At Limestone, I had the opportunity to work with six incredibly skilled professionals who brought energy, creativity, and focus to everything we did. Like many universities our size, we didn’t have sprawling departments or endless specialists. What we had was a team that was focused, adaptable, and aligned around a clear purpose.

Here’s what worked for us and what I believe can help others who are building or refining marketing teams.

1. Structure with Strategy in Mind
Our team was not organized by job titles but by what the institution needed most. We had:

• An Associate VP and Director of Creative Services who anchored our visual identity and drove collaboration across projects
• A Staff Writer who made sure our voice stayed consistent and compelling across channels
• A Graphic Designer who brought campaigns to life through digital and print
• A Departmental Assistant who kept our operations smooth and played a key role in social media content and planning
• A Website Developer and Manager who ensured our digital presence was accurate, accessible, and dynamic
• A Director of Digital Marketing and Recruitment who linked our brand to enrollment with measurable results

Each role had clear responsibilities, and everyone understood the bigger mission. That clarity made teamwork flow, especially when we were moving fast.

2. Hire for Versatility and Mindset
On a small team, people had to wear many hats without losing focus. I looked for teammates who were:

• Self-starters
• Curious about data and how it could guide better decisions
• Comfortable with change and shifting priorities
• Passionate about the mission

One of the things I valued most was how much our team made my job easier. Technical skills could be taught or refined, but mindset and team fit were much harder to develop. When people came to challenges with a positive attitude, embraced collaboration, and shared our values, it built trust and efficiency. This kind of culture not only delivered results but also made leading the team both rewarding and sustainable.

3. Build in Time for Strategy, Not Just Production
One of the biggest risks for small teams was becoming a “request shop” that only reacted to incoming tasks. We protected time to think strategically. Our weekly check-ins were more than just project updates. They provided opportunities to review campaigns, share insights, and plan ahead.

High-performing teams do more than react. They anticipate. That required space to think beyond the inbox.

4. Cross-Train for Continuity
We cross-trained intentionally. Our website manager understood email marketing basics, and our staff writer collaborated closely with design and video. This way, when someone was out or a deadline loomed, the team kept moving.

Cross-training also helped people grow professionally and kept morale strong by exposing them to different skills.

5. Celebrate the Wins, Big and Small
In a small shop, every success counted. We made it a point to reflect on what worked, share results, and recognize individual contributions. This practice kept a culture of purpose and pride alive in everything we did.

Leading with Purpose and Heart

Building and leading a great team takes time, patience, and a lot of care. No matter the size of your team, the real impact comes from investing in people, building trust, and celebrating every win along the way.

As leaders, we get to shape not just what gets done but how it gets done. When we focus on purpose and working together, we create teams that can handle anything and make a real difference. Keep believing in your team’s potential, and trust that consistent, thoughtful leadership will always move the work forward.