Organizational diagnosis
We didn't write them at a desk. We extracted them by interviewing every person in the department with an AI agent. Real tasks, tools, relationships and time. What they do, not what they are supposed to do.
The context
Vestra Group makes industrial automation solutions for the European market. The marketing department has 12 people across three areas: brand and communication, digital and CRM, trade marketing and events.
The company had never mapped how the department actually works. The existing job descriptions described the roles as they had been envisaged at the time of hiring. In the meantime responsibilities had shifted, overlaps had grown and the workload had spread out unevenly.
Tacita interviewed every person with a conversational AI agent. The answers surfaced the real tasks, the tools used every day, the working relationships and how time is split between operational, strategic and relational activities.
The result is 12 job descriptions built from the ground up. Not from an HR template, but from what people actually do.
The process
Four phases, three weeks. From the interviews to the delivery of working JDs. Click on each phase for the details.
Weeks 1–2
Each person spoke with an AI agent for 35–50 minutes. The agent explored their daily activities, collaborations, tools and perceived workload.
Week 2
Tasks were extracted from each interview, classified as operational, strategic or relational and weighted by the time spent on them.
Weeks 2–3
For each role we identified the tools actually used and the recurring working relationships, with their frequency and purpose.
Week 3
The data was assembled into 12 working job descriptions: mission, real activities, ideal profile, time split, tools and relationships.
The department's profile
The average split across the three types of activity and a comparison of the 12 people in the department.
The 12 job descriptions
Leads the group's marketing strategy, coordinates 11 people across brand, digital and trade marketing and manages the department's overall budget. Reports to the general management.
The Marketing Director spends most of their time managing relationships: alignment with sales management, direct dealings with three external agencies, resolving priority conflicts between the three sides of the department. A significant share of the time is absorbed by validating content and materials before publication, an activity that runs through every working day. The strategic component is concentrated in the early hours of the morning and in the gaps between meetings. They personally compile the monthly performance report for management.
Someone with experience managing structured marketing teams, used to acting as the point of synthesis between business needs and creative execution. They must be able to handle the pressure of a continuous flow of operational decisions without losing sight of the bigger picture.
| Activity | Type | Time |
|---|---|---|
| Approve content and materials before publication | Operational | 18% |
| Manage direct dealings with three external agencies | Relational | 12% |
| Set the strategic priorities for the quarter | Strategic | 10% |
| Resolve priority conflicts between brand, digital and trade | Relational | 10% |
| Attend alignment meetings with sales management | Relational | 10% |
| Run the weekly one-to-ones with direct reports | Relational | 10% |
| Validate creative briefs for the design team and the agencies | Operational | 8% |
| Allocate and monitor the department budget | Strategic | 8% |
| Compile the monthly performance report for management | Operational | 7% |
| Assess campaign ROI and decide on reallocations | Strategic | 7% |
Guards the visual and verbal identity of the brand. Sets the guidelines, oversees the consistency of materials and works closely with the Content Strategist and the Graphic Designer.
Day to day, the Brand Manager acts as reviewer of the material produced by the team. Around 40% of their time goes on reviewing and rewriting copy that doesn't match the tone of voice. They co-manage the editorial plan with the Content Strategist. They prepare presentations for sales management. They handle ad hoc requests from the sales force.
Someone with a strong feel for language and visuals, able to move from operational review to strategic thinking. They need to tolerate a reactive pace of work and to manage the overlap with the Content Strategist.
| Activity | Type | Time |
|---|---|---|
| Review material produced by the content team and the designer | Operational | 22% |
| Co-manage the editorial plan with the Content Strategist | Strategic | 15% |
| Work with the Graphic Designer on creative briefs | Relational | 12% |
| Rewrite copy when it doesn't match the tone of voice | Operational | 10% |
| Handle ad hoc requests from the sales force | Relational | 10% |
| Prepare presentations for sales management | Operational | 8% |
| Define how the brand guidelines evolve | Strategic | 8% |
| Align with the Marketing Director on brand decisions | Relational | 8% |
| Analyze brand perception from sales network feedback | Strategic | 7% |
Manages digital campaigns on Google Ads, Meta and paid channels. Plans, runs, monitors and optimizes digital advertising activity for the whole group.
Daily work is dominated by hands-on platform work: uploading creative, setting up campaigns, managing bids and daily budgets. Manually pulling data from four different platforms takes up around 15% of the time. Last-minute campaigns regularly interrupt the plan. Syncing daily with the CRM Specialist on lead quality is a recurring activity.
A specialist with technical command of the advertising platforms, able to handle high volumes of daily operations while keeping an eye on performance. Tolerance for interruptions and the ability to work in short cycles are essential.
| Activity | Type | Time |
|---|---|---|
| Upload creative and set up campaigns on the platforms | Operational | 18% |
| Pull performance data from 4 different platforms | Operational | 15% |
| Manage the daily media budget and bids | Operational | 12% |
| Analyze performance and propose optimizations | Strategic | 12% |
| Sync with the CRM Specialist on lead quality | Relational | 10% |
| Respond to urgent last-minute campaign requests | Relational | 9% |
| Compile the weekly campaign performance report | Operational | 8% |
| Plan the digital campaign calendar | Strategic | 8% |
| Coordinate with the Social Media Manager on paid campaigns | Relational | 8% |
Sets the content strategy and manages the editorial plan for all the group's channels. Oversees production and measures how well published content performs.
With no dedicated copywriter, the Content Strategist personally writes around 60% of the published text. They manage the CMS and publish the content. They adapt copy for different channels. The editorial plan is co-managed with the Brand Manager. Strategic decisions on themes are taken month by month.
A hybrid between strategist and copywriter, able to produce quickly and to work across formats. They have to handle the paradox of a role that is strategic on paper but largely executional in practice.
| Activity | Type | Time |
|---|---|---|
| Write articles, posts and newsletters | Operational | 30% |
| Set the editorial themes and priorities for the month | Strategic | 12% |
| Work with the Graphic Designer on every release | Relational | 12% |
| Manage the CMS and publish the content | Operational | 10% |
| Adapt copy for different channels (web, social, email) | Operational | 10% |
| Co-manage the editorial plan with the Brand Manager | Relational | 10% |
| Gather input from Product Marketing for technical content | Relational | 8% |
| Monitor the performance of published content | Strategic | 5% |
| Format and review colleagues' contributions | Operational | 3% |
Manages product positioning and go-to-market. Acts as the bridge between R&D, sales management and the marketing team, translating technical specifications into sales messages.
The Product Marketing Manager spends around 48% of their time on relational activity, particularly cross-functional meetings with R&D, sales and management. They translate technical specifications into commercial messages. They produce launch decks, often to compressed deadlines. Gathering market feedback for R&D has been delegated to the Market Analyst.
Someone able to translate between technical and commercial language, used to working in high-interaction environments. The role requires resilience to a fragmented working day.
| Activity | Type | Time |
|---|---|---|
| Attend cross-functional meetings with R&D and sales | Relational | 18% |
| Produce launch decks and sales materials | Operational | 15% |
| Translate R&D technical specifications into commercial messages | Operational | 12% |
| Handle sales force requests for materials | Relational | 12% |
| Define the positioning for each product line | Strategic | 10% |
| Present products to new customers alongside sales | Relational | 10% |
| Prepare product sheets for the website and catalogues | Operational | 8% |
| Align with Trade Marketing on promotions | Relational | 8% |
| Analyze feedback from the field to steer R&D | Strategic | 7% |
Responsible for the group's corporate communication. Manages official messaging, supports management in public appearances and coordinates communication for events and trade fairs.
The Communication Lead spends most of their time drafting releases, notes and speeches for management. They manage the news section of the company website. They support HR in communicating internal policies. Media relations are sporadic, given the B2B nature of the sector.
Someone with excellent corporate writing skills and a feel for tone and context. The role requires discretion and the ability to handle sensitive content.
| Activity | Type | Time |
|---|---|---|
| Draft releases, notes and speeches for management | Operational | 25% |
| Define the key messages for corporate communications | Strategic | 15% |
| Work with the CEO on public appearances | Relational | 12% |
| Manage the news section of the company website | Operational | 10% |
| Prepare communication materials for trade fairs | Operational | 8% |
| Plan the calendar of corporate announcements | Strategic | 8% |
| Support HR in communicating internal policies | Relational | 8% |
| Deal with trade press journalists | Relational | 7% |
| Coordinate the corporate presence with the Event Coordinator | Relational | 7% |
Develops and manages marketing activity for the distribution channels. Organizes trade promotions, produces point-of-sale materials and maintains relationships with the distributor network.
Daily work centers on the logistics of promotions and the production of materials. They coordinate daily with the Event Coordinator on trade fairs and events, with a boundary between the two roles that is blurred in practice. They respond to one-off requests from distributors. Analysis of performance by channel is kept to a minimum.
A hands-on person with organizational skills and an eye for logistics. They have to manage a flow of requests that can't be planned and to work in tandem with the Event Coordinator.
| Activity | Type | Time |
|---|---|---|
| Organize the logistics of promotional materials | Operational | 18% |
| Coordinate with the Event Coordinator on trade fairs and events | Relational | 15% |
| Produce promotional price lists for the sales network | Operational | 12% |
| Define the promotional plan by channel and quarter | Strategic | 12% |
| Manage POP material suppliers | Relational | 10% |
| Respond to one-off requests from distributors | Relational | 10% |
| Update the catalogues of active promotions | Operational | 8% |
| Analyze promotion performance by channel | Strategic | 8% |
| Align with Product Marketing on product promotions | Relational | 7% |
Manages the CRM platform and marketing automation activity. Maintains data quality, configures automated flows and supports campaigns with segmentation and lists.
The CRM Specialist spends most of their time cleaning and maintaining data: deduplication, correcting fields, importing contact lists. They resolve technical problems with the platform. Few and basic marketing automation flows are live. Analysis of lead behavior happens when the operational workload allows.
A technical specialist with command of the CRM platform and of data quality. The role requires patience for cleaning work and the ability to handle requests from several colleagues at once.
| Activity | Type | Time |
|---|---|---|
| Clean and deduplicate the data in the CRM | Operational | 25% |
| Resolve technical problems with the platform | Operational | 12% |
| Import contact lists from events, trade fairs and campaigns | Operational | 10% |
| Send newsletters and scheduled communications | Operational | 10% |
| Sync with the Digital Specialist on lead quality | Relational | 10% |
| Pull segmented lists for the email campaigns | Operational | 8% |
| Configure and optimize the marketing automation flows | Strategic | 8% |
| Analyze lead behavior in the funnel | Strategic | 7% |
| Provide data to the Market Analyst for segmentation | Relational | 5% |
| Liaise with IT on integrations and technical problems | Relational | 5% |
Analyzes the market, the competition and sector trends. Produces reports and insight to support the strategic decisions of the department and of management.
The Market Analyst pulls data from external sources, builds models in Excel and Power BI and prepares the quarterly report. The scope is wider than expected: they supply data to the whole department. Ad hoc requests fragment the analytical work. They work in relative isolation from the rest of the team.
An analytical profile with quantitative skills and the ability to synthesize. They must be able to produce actionable insight and to cope with the fragmentation caused by ad hoc requests.
| Activity | Type | Time |
|---|---|---|
| Pull data from external sources (sector reports, databases) | Operational | 18% |
| Analyze competitive positioning by product line | Strategic | 15% |
| Prepare the quarterly market report | Operational | 12% |
| Identify market trends and emerging opportunities | Strategic | 12% |
| Provide data on request to the whole department | Relational | 12% |
| Build and update the analysis models in Excel and Power BI | Operational | 10% |
| Interpret sales data to guide the campaigns | Strategic | 8% |
| Support Product Marketing with competitive analysis | Relational | 8% |
| Present the findings to management | Relational | 5% |
Manages the company's presence on social channels. Produces content, schedules posts, monitors engagement and coordinates paid campaigns with the Digital Specialist.
The Social Media Manager produces and publishes content daily. They adapt corporate content for social formats. The publishing calendar is often set aside to deal with urgent requests. They coordinate daily with the Graphic Designer on visuals.
Someone responsive and fast at producing content, with a visual eye and the ability to adapt messages to the format. They have to handle a daily rhythm and tolerate fragmentation.
| Activity | Type | Time |
|---|---|---|
| Produce and publish daily social content | Operational | 25% |
| Coordinate the Graphic Designer on daily visuals | Relational | 15% |
| Adapt corporate content for social formats | Operational | 12% |
| Monitor brand mentions and comments | Operational | 10% |
| Analyze engagement and growth metrics | Strategic | 10% |
| Manage the publishing calendar | Operational | 8% |
| Run paid social campaigns with the Digital Specialist | Relational | 8% |
| Gather content from colleagues for the channels | Relational | 7% |
| Propose new formats and experiments | Strategic | 5% |
Organizes and coordinates company events: trade fairs, conferences, customer events. Manages the logistics, the stand-build suppliers and the preparation of materials.
The Event Coordinator handles the full logistics of every event. This is the most interconnected role in the department: it depends on at least four colleagues to complete any project. They prepare the kits for the sales force. After each event, they spend time on reporting and archiving.
Someone with strong organizational and logistical skills, used to running projects with many external dependencies. Operational precision and the ability to coordinate several counterparts.
| Activity | Type | Time |
|---|---|---|
| Handle the full logistics of every event | Operational | 25% |
| Coordinate with Trade Marketing, Communication and sales | Relational | 18% |
| Manage relationships with stand-build suppliers | Relational | 12% |
| Report on costs and results after each event | Operational | 10% |
| Align with colleagues on materials and messaging | Relational | 9% |
| Prepare the kits for the sales force attending events | Operational | 8% |
| Plan the event calendar for the half-year | Strategic | 8% |
| Archive event materials and documentation | Operational | 5% |
| Assess new trade fairs and opportunities to attend | Strategic | 5% |
Creates the visual materials for all the marketing department's activity. Designs graphics for campaigns, social, events, presentations and sales materials.
The Graphic Designer receives requests from almost every colleague in the department, with no structured system of priorities. 90% of the work is reactive. Each asset takes an average of three rounds of revision. They adapt materials for different formats. Reusable templates never get created for want of time.
A hands-on, fast designer, able to manage a high volume of parallel requests. They must be able to work from briefs that are often incomplete and to handle rounds of revision without losing quality.
| Activity | Type | Time |
|---|---|---|
| Produce graphics on request for the whole department | Operational | 35% |
| Adapt materials for different formats (web, print, social) | Operational | 15% |
| Handle the rounds of revision (average 3 per asset) | Operational | 12% |
| Format management's presentations | Operational | 8% |
| Take briefs from the Content Strategist and the Brand Manager | Relational | 8% |
| Support the Social Media Manager with daily assets | Relational | 7% |
| Propose visual solutions for new projects | Strategic | 5% |
| Keep the visual consistency across all materials | Strategic | 5% |
| Prepare the visual materials for trade fairs and events | Relational | 5% |
Write to the team. We'll reply within 24 hours with a concrete proposal.
Talk to the team