Your org chart might be the problem brand and performance is so hard

Let’s be honest. The barrier to integrating brand and performance marketing isn’t always just a strategic one. It can be structural, too. Most marketing teams are still organised like it’s 2005: brand over here, performance over there, creative somewhere in the middle.

This Frankenstein setup might have made sense when TV was king and banner ads were novel. But in today’s full-funnel, always-on, attention-scarce world, it’s actively sabotaging your marketing.

Siloed structures can create siloed thinking

Carly Griffin, the Head of Growth of Eucalyptus said in our Brand x Performance webinar: "We had a brand team and a performance team. And we weren’t working well together."

The teams didn’t share goals. They didn’t share learnings. Worst of all, they didn’t share ownership of outcomes. Brand would point to "awareness" while performance scrambled to hit CAC targets. Meanwhile, the customer journey fell apart.

Blow up the org chart and start again

1. Build full-stack brand teams: Eucalyptus restructured around brand pods. "Each brand had a growth lead, a creative lead, a stack of creatives, and a producer." One budget. One set of KPIs. One team.The result? Creative that spans Meta, TV, PR, and OOH—all laddering up to the same narrative.
2. Hire for storytellers, not titles: This is Carly’s killer insight: "The best decision you can make is to hire for storytellers." Not just copywriters. Storytellers in every function: growth marketers, motion designers, analysts. People who can find the story in a metric, in a moment, in a message.
3. Allocate capital, ideas, and time: Great marketing doesn’t just need a budget. It needs prioritization. Carly breaks it into three roles: "An allocator of capital, an allocator of ideas, and an allocator of time." That last one is vital. "TVCs take months. Meta ads take minutes. If your team is wiped out on a brand project, you lose performance velocity."

Stop organising by function. Start organising by outcome.

Marketing today is too complex to be built on legacy structures. If your teams don’t work together, your campaigns won’t either. If your brand and performance goals aren’t aligned, your results will be mediocre at best.

Break the silos. Rebuild around the customer. And for the love of good marketing, give your teams shared ownership over growth.

Because the only thing worse than bad marketing is good marketing trapped in the wrong structure.