Managing change in the marketing department: thriving amidst it all

Change in the marketing world isn’t just inevitable—it’s relentless. If you’ve been in this field for more than a few months, you’ve probably experienced your fair share of shake-ups: restructuring, budget cuts, team turnover, and maybe even the occasional existential crisis. Why does this happen so often? More importantly, how do we not just survive these changes but turn them to our advantage?

Let’s start with some eye-opening stats: as of 2022, the average turnover rate in marketing agencies is hovering around 30% annually. Thirty percent! That means almost one in three people leave their roles each year. So, what’s causing this mass exodus?

The changing role of marketers

First, let’s talk about the elephant in the room: the evolving nature of marketing roles. It used to be that being creative, communicative, and a decent project manager was enough. Then COVID-19 hit, accelerating the pace of digital transformation. Enter AI, and suddenly, marketers are expected to be tech wizards too. It’s not just about having good ideas anymore—you’ve got to manage AI tools, organize projects, and analyze data like a pro. And now that we’ve finally got the data we always clamored for, we have to figure out how to use it optimally. Oh, and don’t get me started on keeping up with GDPR and the constantly shifting social media landscape. Easy, right?

Economic pressures

Then there’s the economy. You might have noticed that we’re in a sort of “silent” economic crisis right now, where everyone feels the pinch, but no one’s quite sure where it’s coming from. When times get tough, marketing budgets are often the first to get slashed. Many directors still see marketing as a “nice to have” rather than a necessity, which leaves us scrambling when the budget ax falls.

Management expectations

Let’s not forget the never-changing management expectations. They want unicorns—professionals who can do everything. “Sure, you can run a killer marketing campaign, but can you also shoot professional videos, design graphics, and maybe even do a bit of coding on the side?” While we struggle to meet these demands, our actual work often goes unrecognized. And then there’s the eternal battle with sales: “Why isn’t marketing bringing in all the leads? What exactly are you doing over there?”

Limited career progression opportunities

And finally, career advancement. Outside of becoming your boss or jumping ship to another company, what are the options? Unless you’re aiming to become the mythical marketing unicorn, opportunities for growth can feel frustratingly limited.

So, now that we know why all this chaos is happening, the real question is: how do we manage it better?

1. Identify what’s bothering you and address it

Are you worried about job stability? Talk to your manager about it. It’s better to get some reassurance (or a reality check) than to stew in uncertainty. Knowing where you stand can help you plan your next steps.

2. Communicate with your team and manager

Regular communication with your team and manager can make a world of difference. Sharing concerns and challenges can not only help you, but also strengthen your team’s bond. Who knows, these tough times might even bring you closer together.

3. Update your skills

If the pace of change is overwhelming, it might be time to update your skill set. Talk to your management about training opportunities or new tools you can learn. Embrace the change rather than resist it—it could be the key to staying relevant and even getting ahead.

4. Lean on your support system

If work stress is getting too much, don’t hesitate to confide in your family and friends. They can offer a fresh perspective and emotional support, helping you navigate the turbulence.

5. Help others adapt

Helping your colleagues adjust to changes can make the transition smoother for everyone. Plus, it’s a great way to develop your leadership skills. Who knows, you might even end up being the go-to person for managing change.

6. Accept that change is constant!

Here’s the big one: accept that change is the only constant in our industry. Once you stop fighting it and start playing the game, you can become a master at managing change. Embrace it, learn from it, and use it to your advantage.

7. Learn from every change

Every change brings a lesson. What can you learn from a management shake-up? What insights can you gain from the latest market trends? Even losing a colleague can teach you something valuable.

8. Evaluate your current job

Lastly, take a hard look at your current job. Is it still the right fit for you? Can you see a path for growth, learning, and satisfaction? If not, it might be time to rethink your goals—or even move on.

Managing change in the marketing department is no small feat, but it’s also not impossible. With the right mindset and strategies, we can not only survive the chaos but thrive in it. So, what’s your next move?