Hiring the Right Marketing Leader

When most people think about starting a business - they aren’t thinking about running a business - they’re thinking about selling the thing that they love making or delivering on the service they love doing.

No one and I mean no one says “yup, i want to run a PNL, I want to manage people, I want to worry about sales and marketing.” Yeah right! It goes more like “Oooo I want to sell this thing, but oh crap, how do I get people to buy it?”

If at some point the fact that you need marketing hits you like a light bulb - most businesses think they can do it themselves or they go out and hire college interns or part time help to make an attempt at filling the gaps.

Fundamentally a marketing leader is a key decision-maker who drives the marketing strategy and helps the company achieve its objectives.

There are different types of marketing roles? Yes, there are different job titles to fit your specific needs. Here are a few types of marketing leaders you might consider:

• Generalist Marketing Leader: broad experience across various marketing disciplines and can oversee overall marketing strategy, including branding, digital marketing, advertising, and content creation.
  • well-suited for small to medium-sized businesses looking for comprehensive marketing guidance.
  • Job title: Marketing Coordinator or Marketing Manager.
• Specialist Marketing Leader: focuses on a specific area of marketing, such as digital marketing, social media, content marketing, or SEO. They have deep expertise in their area of specialization and can provide targeted strategies to help businesses excel in that particular area.
  • Job titles: Social Media Manager or Marketing Specialist.
• Industry-Specific Marketing Leader: has experience and knowledge specific to YOUR industry. They understand the unique challenges, trends, and opportunities within your industry and can tailor marketing strategies to meet the needs of your target audience.
• Growth Marketing Leader: focuses on driving quick and sustainable growth for businesses through data-driven experimentation and optimization. They are skilled in identifying and capitalizing on growth opportunities, optimizing conversion funnels, and maximizing ROI.
  • Job titles: might look like Growth Manager or Digital Marketing Manager.
• Fractional or Interim Marketing Leader: part-time or temporary leadership and guidance to your businesses, offering flexibility as well as cost-effectiveness. 
  • Helps create strategic marketing expertise but may not require a full-time executive.
  • Job titles: might look like Marketing Executive, Head of Marketing, or a Chief Marketing Officer including a Fractional CMO.

Companies typically hire a marketing director or marketing leader at various stages of business growth, depending on their specific needs, goals, and resources.

Here are some common moments in business growth that might lead you to knowing you’re ready to hire.

• Early Stage/Startup: In the early stages of business growth or when launching a startup, companies may initially handle marketing efforts internally or rely on the founders' expertise. As the business gains traction and the workload increases, they may decide to hire a marketing leader to bring structure, strategy, and expertise to their marketing initiatives.
  
  
• Expansion Phase: As a company expands its operations, enters new markets, or launches new products/services, the need for strategic marketing leadership becomes more apparent. Hiring a marketing director or leader at this stage can make sure that marketing efforts align with overall business objectives in order to support growth initiatives effectively.
  
  
• Scaling Up: Experiencing rapid growth or seeking to scale in operations? Having a dedicated marketing leader becomes essential. A marketing director can oversee the development and implementation of scalable marketing strategies, manage marketing teams, and drive continued growth and success.
  
  
• Transition Periods: During periods of transition, such as leadership changes, rebranding, mergers, or acquisitions, companies may bring in a marketing leader to provide direction, guidance, and stability to their marketing efforts.
  
  
• Plateau or Decline: It's time to spice things up! Stagnation or decline in growth calls for some creativity. Hiring a marketing leader can be instrumental in revitalizing marketing efforts, identifying new opportunities, and repositioning the brand for success. A marketing director can conduct a thorough assessment of existing marketing strategies, implement improvements, and drive initiatives to reignite growth.
  
  

What questions should you ask someone that you’re considering hiring to lead your marketing efforts?

Here are a few:

• Can you walk us through your experience in developing and executing successful marketing strategies?
• How do you stay updated on the latest marketing trends, tools, and best practices?
• Can you provide examples of marketing campaigns or projects you've led that resulted in measurable success?
• How do you approach market research and audience analysis to inform marketing decisions?
• What is your experience with branding and positioning a company or product in the market?
• How do you collaborate with other departments, such as sales or product development, to align marketing efforts with overall business goals?
• Can you share your experience with managing marketing budgets and optimizing ROI?
• How do you measure the effectiveness of marketing initiatives and track key performance indicators (KPIs)?
• Can you describe a time when you faced a marketing challenge or setback, and how did you overcome it?
• What is your leadership style, and how do you motivate and inspire your team to achieve their goals?
• How do you approach diversity and inclusion in marketing campaigns and team management?
• Can you provide examples of your experience with crisis management or reputation management in marketing?

Whether you're just starting out or you're growing fast, having the right marketing leader by your side can make all the difference. They'll help you stand out and grow your business, no matter where you're at.

Book a quick chat and let's find out what kind of marketing leader you need.