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Information Technology Functional Model

  • New Media Functional Model
​Posted by: Mansour Baker
The information technology functional areas are grouped into activities or processes based on their need in accomplishing tasks.

​The Information Technology Functional Structure Model

The Information Technology Functional Structure Model

​Described below are the functional statements for the Information Technology team

​Level 2 Information Technology Functional Statements

​IT Strategy & Planning

  • Plan the organization’s future IT needs in terms of networks, systems and general applications, hardware and desktop software, coordinate with departments to identify and fulfill requirements
  • Define integration and system standards
  • Manage deployment of all IT systems and networks
  • Develop IT policies and procedures
  • Coordinate budgets in conjunction with business units to define their own budgets and requirements
  • Liaise with Procurement Department to prepare RFP’s and evaluate offers (technical aspect)
  • Monitor and record spending, conduct price benchmarks

​IT Operational Support

  • Manage entire IT infrastructure (operating environment, server infrastructure, hosting plan, etc.) and maintain all corporate systems ERP (Enterprise Resource Planning System), HRMS (Human Resource Management System), etc.
  • Manage IT data networks, provide dedicated database / libraries administration services
  • Define and deliver security policies as well as disaster recovery plans
  • Provide technical support to internal clients
  • Conduct system maintenance and upgrades

​IT Vendor Management

  • Develop effective sourcing agreements
  • Manage vendors to ensure development, implementation, and delivery of all outsourced IT efforts
  • Set standards for use and management of outsourcing vendors 
  • Set and monitor service level agreements with providers
  • Conduct products and systems testing
  • Manage licensing agreements
  • Profile, pre-qualify and track supplier performance, keep preferred vendor list
  • Monitor and record spending, conduct price benchmarks
  • Identify outsourcing opportunities

​IT Desktop Support

  • Provide maintenance for office applications, computers, and networks for IT users 
  • Provide front desk help for IT users
  • Propose IT training and development for IT staff and users

​New Media Functional Model

​New Media Level 3 Operating Model

New Media Operating Model

​Described below are the functional statements for the New Media team

​Level 2 New Media Functional Statements

​Digital Editorial

  • Responsible for editorial content
  • Define publishing schedule and target update frequency levels
  • Coordinate with web editors to ensure timeliness and quality of content contributions
  • Coordinate web production with web producers
  • Generate and execute new ideas
  • Produce original online only content based on offline themes
  • Select and repurpose offline content and archive materials

​Digital Production

  • Responsible for all content production and interactive feature development, including operation of all sites
  • Responsible for user experience and interface, and all aspects of creative design
  • Coordinate with Information Technology and Ad Sales for interdependent functions like inserting banner ads on web pages, new application needs

​Digital Technology

  • Set the overarching technical vision for the digital organization
  • Define department’s technology requirements and budgets for media technology as well as New Media specific IT requirements
  • Liaise with Corporate IT on all system related hardware and software: purchasing, maintenance and upgrades
  • Liaise with procurement on all non-system related equipment and all New Media related applications
  • Provide IT systems support
  • Work with other New Media divisions as IT Relationship Manager to define needs and align resources
  • Define performance expectations and guidelines for the IT organization
  • Ensure effective integration with both Corporate and Technology elements

​Partnerships

  • Establish and manage relationships with potential partners – e.g., content providers
  • Establish relationships necessary to offer alternative customer payment gateways – e.g., mobiles, coupons
  • Evaluate new business opportunities – M&A, launching new brands

​Marketing

  • Develop the overall Marketing Strategy for all company websites and platforms
  • Guide Marketing teams of all assets for their New Media promotion strategy for online and offline vehicles 
  • Support assets in brand strategy development, campaign development, campaign execution, online marketing, offline marketing & creative development
  • Analyze web traffic and present key findings to the Digital Editorial and Digital Production teams

​Level 3 Digital Production Functional Statements

​Creative

  • Responsible for user experience and interface, and all aspects of creative design 
  • Design the homepage, channels, and archives structure
  • Participate in “real estate” allocation discussion between editorial, advertising and circulation
  • Write or repurpose code for HTML, flash animations and interactive applications (e.g., quizzes, polls, databases)
  • Create or repurpose flash animations, video, audio, and mobile features
  • Define the “look and feel” for the sites
  • Create new visuals form image library or photo studio

​Production

  • Act as dedicated production resource for each asset – owner of and responsible for site production, coordination with web editors 
  • Integrate editorial, advertising, circulation, and technology elements for preview
  • Conduct final checks on: Layout, Text, Visuals, Applications
  • Upload content to website and content management system
  • Conduct quality control and maintain site performance statistics system
  • Monitor syndication/ distribution relationships
  • Optimize web pages for search engines like Google

Level 3 Digital Technology Functional Statements

​Application Management

  • Collect content management and workflow management requirements that will serve print and digital, and develop budget accordingly
  • Develop and manage the overarching application architecture and ensure all development work adheres to standards set 
  • Conduct reviews and support applications to ensure they work according to requirement specifications
  • Provide training to end users for the content management & workflow systems
  • Ensure proper meta-data and rights information in content management systems
  • Support applications and ensure full leverage of system capabilities

​Projects

  • Interface with business development to scope technical needs for “experimental” and other projects
  • Investigate innovative opportunities to leverage technology to deliver new digital capabilities
  • Provide development services for “experimental” projects

Level 3 Partnerships Functional Statements

​Strategic Alliances

  • Establish and manage relationships with external partners for distributing content through new media platforms (e.g., mobile, IPTV)
  • Establish and manage relationships with major external content providers
  • Establish and manage relationships with external providers to support new payment gateways (e.g., mobile, coupons)

​Strategic Opportunities

  • Evaluate M&A opportunities and conduct initial reviews and negotiations
  • Evaluate opportunities to launch new online brands
  • Obtain approvals for any New Media opportunities

​​Digital Marketing Services

Digital marketing provides various services to the private & public sectors. The key services to a successful digital marketing are as follows:​
​
  1. Digital media content creation
  2. Influencer marketing
  3. Social media promotion management and engagement
  4. Social media monitoring and analysis
  5. Digital media strategy development

​​Competitive Environment

In a competitive environment, the focus should be on increasing the network of influencers, growing strong platform brands, content creation & promotion, and a client base with a strong referral base.

​​Strategic Focus Areas

Digital Marketing Strategic Focus Areas

​​HR Role in Digital Marketing

As demand for digital marketing has grown, so has the number of digital specialist jobs needed in digital marketing companies.
​Some critical roles in digital marketing are as follows:
​
  1. Business Development Manager
  2. Account Manager
  3. Influencer Marketing
  4. Copywriter (content)
  5. Social Media Community Operator
  6. Social Media Analyst
​What qualities are companies looking for in a digital marketing role?
​
  1. Hands on digital work experience
  2. Interest in the future of the digital industry
  3. Social media experience
  4. Previous marketing experience
  5. Culture awareness
  6. Ethics

​​Community Operator Sample Job Description

​Job Purpose
  • Monitor & maintain the publishing of content across various marketing social feeds platform channels.
Key Accountabilities
  • Support the account team in the publishing & monitoring of content on various marketing social feeds platforms.
  • Attend meetings with an account manager to discuss and obtain the requirements.
  • Publish & monitor the approved content on various marketing social feeds platforms.
  • Ensure questions received from various marketing social feeds platforms are forwarded to the account manager.
  • Publish the answer received from the account manager against the correct social feed platform.
  • Ensure all questions & answers are archived in the system.
  • May be required to create content on various marketing social feeds platforms.
  • Collaborate with the account team throughout the account life cycle to meet or exceed requirements.
​Minimum Experience
  • Minimum 2 - 3 years of relevant experience in a digital marketing role
​Job Specific Skills
  • Good knowledge and understanding of social media platforms technology
  • Self-motivated and able to execute with limited oversight
  • Effective communication skills


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