This document provides guidance on structuring marketing teams for Local Committees (LCs) based on their stage of growth and realization goals. It outlines key responsibilities for LCVPs and marketing team members focused on tasks like branding, communications, and driving specific programs like oGIP and oGCDP. Marketing teams should be sized appropriately based on realization targets and focus on just 1-2 key programs or issues. Data-driven backwards planning is recommended to set sign-up and conversion rate goals needed to achieve targeted realizations.

2. START UP LC
0-10 Realisations LCVP Comm/
Marketing
Member 1 Member 2
KPI:
• Number of EP’s Raised
(that fit the right Matchable EP Profiles)
• # of Leads/ Registrations from each strategy
• Increased Conversation Rate from Sign up to Raise
NOTE:
• Marketing team has 1-3 members (including LCVP)
• Marketing Team needs to focus on establishing their
market penetration for just 1 Programme
(oGIP/oGCDP) and just 1-2 Sub-products/ Issues
under this programme
10 to 40
Realisations
30 to 70+
Raised
50 to 150+
Sign ups
(Ideally, Sign up to
Raise Conversion rate
is greater than 30%)
Sample Backwards Planning:
This means that recruitment
activities must be focused
enough to get this number of
registrations from the right
target market
Based on Statistics, how
many Raises do you nee to
get this many
realisations?
Based on Statistics, how
many Sign-ups do you nee
to get this many raises?
STARTHERE

3. START UP LC
0-10 Realisations
LCVP JD
• Designs Marketing Strategy with OGX And Marketing Team and ensures
a well designed product- customer flow*
• Works with Marketing Member to organise 2-3 KEY channels strategies
(can be online or offline) to reach the target audience
• Recruitment Period:
• Takes on the lead role of managing 1-2 of the Key Strategies and
aligned the LC’s towards this.
• Ensures that his/ her members are on track and the campaign is
running according to timeline
• Ensures that OGX is promptly responding to leads/ registrations
Members’ JD (1-2):
• Year-round:
• Ensures website and social media is always up to date with
relevant information
• Ensures Relationships with Campus/ University is well
maintained
• Recruitment Period: (for each member)
• Supports in designing and developing materials for the Campaign
• Takes on the implementation of 1-2 key channel strategies and
aligns the LC’s towards this
LCVP Comm/
Marketing
Member 1 Member 2

4. POTENTIAL LC
10 to 40
Realisations
LCVP Comm/
Marketing
Member 1 Member 2 Member 3 Member 4
NOTE:
• Marketing team has 3-5 members (including LCVP)
• Marketing Team needs to focus on scaling up in their market
reach for their focus Programme (oGIP/oGCDP) and just 1-2
Sub-products/ Issues under this programme
30 to 70+
Raised
50 to 150+
Sign ups
(Ideally, Sign up to
Raise Conversion rate
is greater than 30%)
Sample Backwards Planning:
KPI’s:
• Number of EP’s Raised
(that fit the right Matchable EP Profiles)
• # of Leads/ Registrations from each strategy
• Increased Conversation Rate from Sign up to Raise
This means that recruitment
activities must be focused
enough to get this number of
registrations from the right
target market
Based on Statistics, how
many Raises do you nee to
get this many
realisations?
Based on Statistics, how
many Sign-ups do you nee
to get this many raises?
STARTHERE

5. POTENTIAL LC
10-40 Realisations
LCVP Comm/
Marketing
Member 1 Member 2 Member 3 Member 4
LCVP JD
• Designs Marketing Strategy with OGX And Marketing Team and
ensures a well designed product- customer flow*
• Works with Marketing Member to organise 2-3 KEY channels
strategies (can be online or offline) to reach the target audience
• Recruitment Period:
• Takes on the lead role of managing 1-2 of the Key Strategies and
aligned the LC’s towards this.
• Ensures that his/ her members are on track and the campaign
is running according to timeline
Members’ JD (2-3 Channels Experts)
• Online Marketing (1-2 members):
• Ensures website and social media is always up to
date with relevant information,
• Explores and develops 1-2 Online Inbound
Marketing Strategies
• Campus Relations:
• Ensures Relationships with Campus/ University
is well maintained (Year Round)
• Designs and Oversees Physical Recruitment
Events
Members’ JD (1-2 Designers)
• Year-round:
• Ensures website and social media is always up to
date with relevant information
• Ensures Relationships with Campus/ University is
well maintained
• Recruitment Period: (for each member)
• Takes on the implementation of 1-2 key channel
strategies and aligns the LC’s towards this

6. HIGH POTENTIAL LC
40-70 Realisations
LCVP Comm/
Marketing
Brand Team
TL
Member 1
Member 2
Brand Team
TL
Member 1
Member 2
Comms Team
TL
Member 1
Member 2
40 to 70+
Realisations
70 to 120+
Raised
150 to 300+
(Ideally, Sign up to
Raise Conversion rate
is greater than 30%)
Sample Backwards Planning:
Based on Statistics, how
many Raises do you nee to
get this many
realisations?
Based on your average conversion
rate, how many Sign-ups do you
need to get this many raises?
STARTHERE
NOTE:
• Marketing team has 7-10 members (including LCVP)
• Marketing Team needs to focus on scaling up in their market
reach for their focus Programme (oGIP/oGCDP) and just 1-2
Sub-products/ Issues under this programme
• TMP/TLP

7. HIGH POTENTIAL LC
40-70 Realisations
Brand Teams
• Each Member can handle 1-2 sub-brands/ Programmes
• Market Research
• Participate in the synergy meetings with the equivalent teams in
oGX function
• Leads the development of the content marketing strategy for
Their main subproducts/ issues
• Year round management of the brand positioning for their
assigned sub-brands
• It is recommended that someone with graphic design abilities is
also within each team
LCVP Comm/
Marketing
Brand Team
TL 1
Member 1
Member 2
Brand Team
2
Channel Mgr. 1
Channel Mgr. 2
Comms
Team
Member 1
Member 2
Special Comms Team
• Builds and Aligns the over-all content strategy of
their respective channels to ensure that these
spaces continue to contribute more customers
and promoters for AIESEC
• Works with the brand teams to ensure that
marketing content is aligned
• Includes management of social media channels,
website, online registrations, campus relations,
media, PR etc.
LCVP JD
• Designs Marketing Strategy with OGX And Marketing Teams and
ensures a well designed product- customer flow*
• Leads Proper and Strong Brand management in the LC
• Key role in Managing Crisis Communications
• Recruitment Period:
• Leads the creation and implementation of the marketing
strategy across the different sub-brands and channels
• Ensures that his/ her members are on track and the
campaign is running according to timeline

8. HIGH VOLUME LC
70+ Realisations
70++
Realisations
120++
Raised
300++
(Ideally, Sign up to
Raise Conversion rate
is greater than 30%)
Sample Backwards Planning:
Based on Statistics, how
many Raises do you nee to
get this many
realisations?
Based on your average conversion
rate, how many Sign-ups do you
need to get this many raises?
STARTHERE
NOTE:
• Marketing team has 10+ members (including LCVP)
• Marketing Team needs to focus on scaling up their market reach
fortheir current developed brands under focus Programme
(oGIP/oGCDP/TMP/TLP)
• High Volume LC’s need to especially work on optimising their
processes and investing in IT innovations in order to increase their
production capacity, These LC’s can work with the MC to develop
these evolutions
• Don’t expand the team too much horizontally
LCVP Comm/
Marketing
Brand Team
TL
Member 1
Member 2
Member 3
Brand Team
TL
Member 1
Member 2
Member 3
Brand Team
TL
Member 1
Member 2
Member 3
Comms
Team TL
Member 1
Member 2
Member 3

9. HIGH VOLUME LC
70+ Realisations
LCVP JD
• Designs Marketing Strategy with OGX And Marketing Teams and
ensures a well designed product- customer flow*
• Leads Proper and Strong Brand management in the LC
• Key role in Managing Crisis Communications
• Recruitment Period:
• Leads the creation and implementation of the marketing
strategy across the different sub-brands and channels
• Ensures that his/ her members are on track and the
campaign is running according to timeline
Brand Teams
• Each Brand Team can handle 1-2 sub-brands/ Programmes (sub-
product for oGIP, issues foroGCDP , TMP/TLP)
• Market Research
• Participate in the synergy meetings with the equivalent teams in
oGX function
• Leads the development of the content marketing strategy for
Their main subproducts/ issues
• Year round management of the brand positioning for their
assigned sub-brands
• It is recommended that someone with graphic design abilities is
also within each team
Special Comms Team
• Builds and Aligns the over-all content strategy of
their respective channels to ensure that these
spaces continue to contribute more customers
and promoters for AIESEC (ex. Content calendar
management, Social Media analysis)
• Works with the brand teams to ensure that
marketing content is engaging and is aligned to
over-all brand objectives
• Includes management of alliances, social media
channels, website, online registrations, media
relations, PR, Campus relations etc.
• *IT support can be outsourced
LCVP Comm/
Marketing
Brand Team
TL
Member 1
Member 2
Member 3
Brand Team TL
Member 1
Member 2
Member 3
Brand Team
TL
Member 1
Member 2
Member 3
Comms Team
TL
Member 1
Member 2
Member 3

10. 0 Be very clear how many members in the Marketing team are
driving oGIP, how many members are driving oGCDP Goals and
how many members are driving TMP Recruitment
0 Their Goals for sign up, conversion and raise should be based on
the programme they are driving
0 JD should be based on the programme they are driving
0 Focus of the marketing team depends on focus of the LC
IMPORTANT

11. 0 When calculating productivity for oGIP in the LC or MC, for
number of members contributing to oGIP add the number of
members from marketing team whose goals and JD is about
driving oGIP growth. Eg: 3 out of 7 members are working on
oGIP and 4 on oGCDP then 3 members are included into oGIP
productivity data and 4 into oGCDP Productivity data
Calculating productivity

12. 0 We have given suggestions for number of members in marketing
teams, however to have the right number of people please use
the TM Planning tool for MC and LC which will calculate based on
your realization goals and your productivity
0 Link to the Planning tool – TMP TLP Clarity wiki
Number of members in Marketing Teams