What does a “Performance Marketing Manager” actually do?

If you’re scratching your head, you’re not alone.

We live in a world of hyper-specialized titles.

Performance Marketing.

Brand Marketing.

Content Marketing.

The list goes on.

These titles seem clear at first glance.

But dig deeper, and you’ll find they often create more confusion than clarity.

Let’s rewind the clock.

In the 1960s, marketing departments were simpler.

You had marketers.

Period.

Then came the Brand Management era.

Procter & Gamble pioneered the brand management system in the 1930s.

By the 1980s, we saw an explosion of specialized roles.

Why?

As Harvard Business Review noted in a 2014 article, “The Rising Strategic Risks of Delayed Action,” specialization was a response to increasing market complexity.

But has it gone too far?

My beef with descriptive titles

1. They create silos

When you’re a “Content Marketer,” everything looks like a content problem.

2. They limit thinking

“Brand Marketers” might ignore performance metrics. “Performance Marketers” might neglect brand building.

(Seen this first hand. Have you?)

3. They become outdated quickly

Remember “Viral Marketing Specialists”? How about “Second Life Marketing Experts”?

4. They focus on tactics, not outcomes

As Peter Drucker famously said, “The customer rarely buys what the company thinks it sells him.”

Gone too far?

Do you have fumes coming out of both ears?

Let’s be fair.

Descriptive titles do serve a purpose:

1. Signal expertise in specific areas.

2. Help with recruitment and career progression.

3. Align with how marketing technologies are bucketed.

These are valid points.

But they miss the bigger picture.

And here’s why we should rethink them.

Descriptive titles:

1. Create silos, boxing people into narrow roles.

2. Make teams less adaptable.

3. Leads to a myopic focus on narrow metrics, losing sight of broader goals. (SaaS folks, am I right? lol)

Michael Porter, the renowned strategy expert, once said, “The essence of strategy is choosing what not to do.”

But with these hyper-specific titles, marketers are often told exactly what not to do.

They’re told to stay in their lane.

And that’s a problem.

Because marketing isn’t just about brand or performance or content.

It’s about driving outcomes.

But, Paul…

1. “Without specific titles, no one will know what anyone does.”

This assumes that the only way to define a role is through a title.

However, clear job descriptions, regular communication, and shared goals are far more effective.

2. “It’s hard to attract specialized talent without specialized titles.”

This overlooks the fact that great marketers are often those who can adapt and learn.

A title that emphasizes outcomes attracts people driven by impact—people who can grow into new challenges.

3. “Industry standards require these titles.”

Industries evolve. (So you’re the “That’s how we’ve always done it, crowd?”)

Just because something is standard doesn’t mean it’s optimal.

Remember when “Webmaster” was a common title?

So, what’s the alternative?

Titles that focus on outcomes.

On impact.

On the “why” rather than the “what.”

Imagine these titles:

– Marketing for Customer Acquisition

– Marketing for Brand Loyalty

– Marketing for Product Adoption

See the difference?

These titles focus on what matters: results.

Surprisingly, it’s already in practice.

Airbnb doesn’t have “Social Media Marketers.” They have “Marketing for Community.”

Patagonia uses titles like “Environmental Advocate” or “Sustainability Director,” connecting roles directly to the company’s values and goals.

These companies focus on outcomes, not tactics.

The added benefits of impact-driven titles

1. They promote cross-functional thinking

A “Marketing for Customer Acquisition” specialist might use content, performance ads, and brand storytelling.

2. They align with business goals

CEOs don’t care about your Google Ads expertise. They care about growth.

3. They’re future-proof

Channels and tactics change. Business objectives don’t.

4. They foster creativity

When you’re not boxed into a specialty, you’re free to find novel solutions.

5. They’re motivating

Your title reflects your impact, serving as a constant reminder of your purpose and contribution.

Don’t just take my word for it.

A 2018 study in the Journal of Marketing found that cross-functional integration in marketing leads to better performance.

Impact-driven titles naturally encourage this integration.

Moreover, research from the Harvard Business Review shows that purpose-driven roles lead to higher job satisfaction and better performance.

So, how do we practically approach this?

Transitioning to impact-driven titles isn’t just about changing words.

It’s a shift in mindset.

Here’s how to start:

1. Identify key business objectives.

2. Map current roles to these objectives.

3. Craft new titles that reflect the impact of each role.

4. Communicate the change, emphasizing the “why.”

5. Adjust job descriptions and KPIs to align with the new focus.

As marketing continues to evolve, so too will our approach to roles and titles.

We’re likely to see:

1. More emphasis on adaptability and learning agility.

2. Greater integration of marketing with other business functions.

You might have heard of this old chestnut.

What did the CMO say to the CSO? Nothing. lol

3. Increased focus on measurable impact and ROI.

Let’s ditch the labels that box us in.

Instead, let’s embrace titles that inspire us to think bigger.

Ask yourself: What impact do I want to make?

That’s your real title.

The rest is just noise.

Are you ready to focus on outcomes, not outputs?

The future of marketing isn’t about what we do.

It’s about what we achieve.

What will you achieve?