---
title: Marketing
pagination_prev: structure/operations
pagination_next: structure/finance-accounting
description: Marketing purpose, teams and responsibilities in Eldorado’s operating model.
---

**Purpose:** attract and retain customers, build the Eldorado brand and grow marketplace demand.

**Marketing Squad** delivers the department’s responsibilities across the following workstreams.

| Workstream | Responsibilities |
| --- | --- |
| Brand & Community | Brand positioning, campaigns, organic social, community and brand partnerships. |
| Creative | Campaign concepts, visual assets and performance creative. |
| SEO | Organic discovery, search visibility and content performance. |
| PPC & Affiliate | Paid acquisition, affiliate channels and return on marketing investment. |
| Influencer | Creator relationships, influencer programs and campaign delivery. |
| CRM | Customer lifecycle communication, retention, reactivation and campaign personalization. |

The CMO coordinates Marketing. The Brand Team Lead owns Brand & Community, with shared support from Creative and the other marketing workstreams.

[Return to Structure overview](../structure.mdx)