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Tips on How to Hire a Marketing Person in 2024

There's a lot to decide when hiring a marketing person - from whether in-house or freelance, to what type of marketing expertise they should have.

Octavia Drexler
By Octavia Drexler
Natalie Stenge
Edited by Natalie Stenge

Updated March 1, 2024.


Looking to grow or scale your business? Or at an early stage with your business and you need someone to help you promote it? Or, maybe, you need someone to handle some blog posts, social media posts, and a simple white paper for your B2B? 

If you're on the verge of hiring a marketing person, read this article first! Why? Hiring marketers is like buying gym equipment when you've never been to the gym: it comes with a lot of questions, a pretty large financial investment, and not much leeway for mistakes. The last thing you want when you buy gym equipment is for it to be unsafe. Similarly, the last thing you want is a bad hire, where you hire marketing people and realize they're not a good match for you. 

So how do you navigate the freelance boards, the LinkedIn avalanche, and the job ads? How do you find a marketing person who's an actual fit for your business? 

Keep reading to find out more. 

When do you need to hire a marketing person?

There's no straightforward answer.

Some experts will suggest that you hire a marketing person as soon as you launch your business. Others will say you only need one when you start seeing some success.

If you are a founder or business owner, or a one-(wo)man-show in your marketing team, you likely need an extra hand to better market and advertise your business.

In essence, you need a marketing person if you're ready to:

Create a marketing strategy

A marketing professional is crucial at this point to effectively strategize and manage the various facets of marketing, ensuring your business reaches its target audience and achieves its growth and revenue objectives.

One of the most common mistakes businesses make at the beginning of their marketing journeys (and sometimes even well into them) is not having a strategy. If you keep throwing things at a wall and hope something sticks, you are most likely wasting both your time and money. A professional will help you develop a comprehensive strategy to reach marketing goals that align with your business goals, target audience, and budget.

Launch a new product, line, or business

If you're launching something new, a professional such as a product marketer can help you create a buzz around your new product, line, or business. They will develop marketing campaigns to raise awareness and generate interest among potential customers. Whether you want your launch to be understated and elegant or bold and daring, a good marketing person with relevant experience with launches will help you get the word out.

Lead the execution of your strategy

You might have a strategy, a vision, or even Tone of Voice and branding guideline documents. Congrats! You're already one step ahead. However, if you also handle other business functions (which you probably do), you need someone to make sure all these are executed according to the plan. A professional uses digital marketing skills while working closely with other teams like sales, design, and customer service to make your vision a reality.

Continuously analyze data, customer insights, and the market

Marketing is not a one-off task. It requires monitoring, evaluation, and adjustments on a regular basis to ensure it remains effective. A marketing manager will help you stay on top of:

  • Data and analytics
  • Customer insights
  • Customer reviews
  • Market shifts
  • Competitor analysis

Nurture existing leads & bring new ones into the funnel

If you have already established a customer base, you need to keep them engaged and satisfied. A marketing person will help develop targeted campaigns to nurture existing leads, ensuring they continue to choose your products or services over competitors.

Additionally, they will also bring new leads into the funnel through various marketing initiatives such as advertising, social media promotions, email marketing, and so on.

The types of marketing people you can hire

Looking for a "marketing person" can be too general. Marketing involves diverse tasks, each requiring a unique set of skills and expertise. Here are some of the common types of marketing professionals you can hire:

Brand managers

A brand manager specializes in building and maintaining the brand image of a company or product. To do this, they will oversee marketing campaigns, ensure consistency in branding across all touchpoints, and develop strategies to enhance brand awareness.

Digital marketing managers

Most often, digital marketing managers are adept at a variety of digital marketing tactics, including:

  • Paid ads management (Google Ads, social ads, etc.)
  • Social media management
  • Email marketing
  • Content marketing
  • Search engine optimization (SEO)

They are also responsible for analyzing and optimizing digital campaigns to ensure the best return on investment (ROI).

Keep in mind that it's unlikely you'll find a digital marketer who can ace all the digital channels. Most of them will specialize in one or two channels, and have solid, but not expert-level, knowledge of the rest. If you know what kind of digital marketing campaigns you'll be starting with, look for a potential hire who has a proven skillset in those areas.

For example, not all content marketers can run a great social media campaign, and not all performance marketers feel comfortable creating different forms of content.

General marketing specialists

A general marketing manager has a variety of skills across different marketing functions and can help you with tasks like creating content, managing social media accounts, developing email campaigns, planning events, and so on.

The main difference between a general marketer and a digital one is that the general marketer is likely to have experience with traditional channels as well.

Product marketing managers

Product marketers are responsible for bringing new products to market and driving adoption. They will conduct market research, develop product positioning, and work with cross-functional teams to launch the product successfully.

What skills should you be looking for in a marketing person?

Each marketing specialty and role requires a unique set of skills. Here are some common skills that potentially best-fit candidates will possess:

Marketing know-how

Your ideal candidate should possess a deep understanding of marketing principles, strategies, and tools, and apply them accurately to fulfill the unique requirements of a business.

Business acumen

A marketing professional should possess business acumen to comprehend the broader business context, make strategic marketing decisions, and contribute to the organization's overall growth and success.

Tool proficiency

A marketing professional should be proficient in various tools related to content management, email marketing, social media management, analytics, and more, which are essential for implementing and managing successful marketing campaigns.

Decision-making skills

Marketing professionals need exceptional decision-making skills, which enable them to make strategic choices, prioritize tasks, solve problems, and adjust strategies based on data and market trends.

Problem-solving skills

Problem-solving skills are crucial for marketing professionals as they require the ability to identify challenges, think creatively, and implement effective solutions to overcome them, ensuring optimal marketing performance.

Channel-specific knowledge

Depending on what type of marketer you're looking for, channel-specific knowledge can be a valuable asset in a marketing person. For example, if you want to focus on social media advertising, having someone with expertise in Facebook and Instagram ads will be a significant advantage, but they might not be able to run Google Ads too.

If, however, you're looking for a marketing manager who'll build an entire team, they will most likely need core skills like leadership, project management, and communication skills to effectively manage and coordinate the team's efforts.

Similarly, if you need an SEO, they need to be adept at using Google Analytics, but they will likely not know how to run Google Ads. If you need a social media marketer, though, they don't have to "speak" Google Analytics, but they do have to be very familiar with social media analytics platforms, and even social listening tools. 

Performance marketing, search engine optimization, pay-per-click advertising, content marketing, social media marketing, email marketing...they are different, and an expert will know their channel inside and out. 

Extra tips to consider when hiring a marketing person

Hiring a marketing person isn't an easy task. It can even be a pretty baffling one. Here are some tips to keep in mind when you're thinking of hiring a marketer:

Make sure your headcount and/or ROI are large enough

Working with a marketer can provide you with a very long list of benefits. However, if you run a very small company (e.g., just a handful of people) and you're happy with your current marketing output, spending thousands of dollars on a full-time marketer might not be the best idea.

Similarly, if you're running an early-stage startup and you're still trying to figure out the product-market fit, investing in a full-time marketer might not be cost-effective until your business takes off.

...Which brings us to our next matter:

Do you want to hire in-house or do you need a consultant?

Hiring in-house is a great option if you have a constant flow of work, and you want someone to be on the ground with your team continuously. Additionally, if you need someone to manage a wide range of marketing functions, an in-house hire may be more cost-effective than hiring multiple consultants.

If you only need help with specific projects or tasks and don't have enough ongoing work to keep a full-time marketer busy, hiring a consultant is likely a better option. The difference between a consultant and a freelancer is that the first will bring strategic input, can help you set up documentation and processes, and may also be able to execute marketing strategies and tactics. Freelancers, on the other hand, are typically focused on completing specific tasks assigned to them.

Here are some further matters to consider when considering an in-house hire vs a consultant:

Are you ready to give them all the tools they need?

If you're hiring in-house, you must be prepared to invest in the tools and resources your marketing person needs. This includes access to software, subscriptions, budget for paid advertising campaigns, and more.

Consultants may have their tools and resources or charge extra if they need to use specific tools for the project. In any case, make sure you have a clear agreement on who will cover these costs before starting any work.

What is your marketing budget?

Hiring in-house can be more expensive than hiring a consultant, especially when you factor in the cost of employee benefits like health insurance and retirement plans. Make sure you have a clear budget in mind for marketing and are aware of the costs associated with both options.

What are your specific needs?

This cannot be emphasized enough! Make sure you know what your specific needs are before hiring a marketing person. This includes identifying the channels and tactics you want to focus on, setting clear goals, and having a good understanding of your target audience.

Having this information will not only help you make an informed decision about whether to hire in-house or a consultant but will also ensure that whoever you hire is aligned with your business goals.

How much does it cost to hire a marketing person?

The cost of hiring a marketing person varies based on

  • Experience level: The more experience a marketing person has, the higher their salary expectations will be. A junior marketer may cost anywhere from $30,000 to $50,000 per year, while senior marketers can earn well over six figures.
  • Specific channel: Some marketing channels are more in demand than others, and as a result, it may cost more to hire someone with expertise in those areas. For example, hiring a social media specialist may be more expensive than hiring for email marketing.
  • Company size: Smaller companies generally have smaller budgets for marketing positions, while larger companies may be able to offer higher salaries and benefits.
  • Full-time vs. contract/freelance: As mentioned before, hiring a full-time employee can come with additional costs such as health insurance and retirement plans. Contract or freelance work may be more cost-effective in the short term but could

As of January 2024, according to Glassdoor, the average marketing hire will cost between $66,000 and $122,000/year. There is, however, a pretty wild variation in how average salaries fare across the marketing skill set range. A social media manager will make, on average, around $64,000, but PPC manager can make between $80,000 and $130,000 (base pay). This is even more than the salary of a marketing manager ($69,000 to $117,000).

How to find the right marketing person

Even if you know everything there is about different types of marketers, your budget, and your specific needs, finding the right marketing hire can still feel like a daunting task. Here are some tips to help you navigate the hiring process with ease:

Because they've been touted so much in the media, freelance platforms might seem like a natural choice to someone looking to hire a marketer. That is, however, precisely where you don't want to start your search. It can be completely overwhelming and, very frequently, it can feel more like a lottery than a business process.

The better places to start your search are:

  • LinkedIn – if you have time to sift through thousands of profiles labeling themselves as "gurus" in one marketing channel or another
  • Traditional job boards – this can be good for attracting more junior hires
  • Peers – asking around can be helpful if you want to gather a pool of qualified candidates from the get-go. Keep in mind opinions are subjective, though, so someone who was a great fit for a friend might not be one for you too.

Alternatively, if you don't want to spend time searching (and possibly be disappointed by the results), contact Mayple.

We have vetted more than 1,000 marketers using a data-driven system, and we'll match you with the one that fits your needs, business size, and industry. Our goal is to get you a world-class marketer in your industry in less than three days, for a fraction of the cost of hiring an expert in-house, and with the option to cancel anytime.

Build a network (even when you don’t need a marketer)

Another great way to hire marketers is to... build your network even when you don't (yet) need one. This way, you can build relationships with potential candidates or agencies before you need to hire someone. You can get to know them, follow their work over time, and see if they would be a good fit for your business.

It will save time and effort when the time comes to bring in someone new.

Invest in ad campaigns

If you want to attract a (very) wide pool of candidates, consider running ad campaigns on social media platforms like LinkedIn, Facebook, or Instagram. This way, you can target specific skills and experience levels that match your needs. Just remember to set a clear budget and audience criteria before starting the campaign.

Remember soft skills

When hiring a marketer, it's essential to look beyond their technical skills and experience. Soft skills such as communication, creativity, adaptability, and teamwork are just as important in ensuring a successful hire. Don't be afraid to ask for examples of these soft skills during the interview process.

Interview for industry knowledge

It's important to look for a marketing person who not only has experience in your desired channels but also has knowledge of your specific industry. Someone with experience in automotive marketing may not be the best fit for a fashion brand, and vice versa. Asking questions related to their understanding of your industry can help you determine if the candidate is the right fit.

Sell the job

Want to attract top marketing talent even if your bank account isn't in tip-top shape?

Here's a secret: marketers love working on projects that make them feel passionate about what they do.

They won't do it for free, but if you sell the job, opportunity, and impact, an in-house hire might accept a slightly lower salary. So make sure to highlight your company's culture, values, and mission during the hiring process.

So, where do you go to hire marketing people?

You don't have an infinite amount of time at your disposal. You also don't want to waste opportunities, budgets, and energy on the wrong people. In a nutshell, if you need help with your marketing efforts (and you've already ruled out a marketing agency): 

  • If you have very good recommendations, go with those, but be aware that just because someone's highly- recommended, it doesn't mean they won't be a bad hire for you
  • If you have a lower budget, look for a smart junior hire
  • If you want to build skills internally, hire an in-house marketer
  • ...But if you don't have a very generous budget and not enough tasks to justify an in-house hire, a consultant will be a brilliant choice
  • And if you have a solid budget but no time to waste, use Mayple! Get that marketer working on your campaigns within days.

Contact us and tell us more about your needs.