When to Hire Your First Growth Marketer (And What They Should Actually Do)

TL;DR

The Problem: Founders hire their first marketer too early, give them no budget or strategy, then wonder why nothing's working 6 months later. Or they wait too long and try to scale founder-led growth that doesn't scale.

The Solution: Hire when you have $200K+ marketing budget AND proven channel showing repeatability. Before that, use fractional/advisor support. After hire, give them a 90-day roadmap focused on execution, not strategy.

The Impact: Avoid $120K+ mis-hire burning 6-12 months. Get execution support when you need it, strategic leadership when you can afford it.

Implementation: Readiness checklist, role definition, 90-day onboarding plan, and fractional-to-full-time transition framework.

The Two Hiring Mistakes Founders Make

Too early, or too late. Both kill momentum.

Mistake 1: Hiring Too Early

The scenario: $800K ARR, $100K marketing budget, no proven channels. Hire VP Marketing at $140K to "figure it out."

What happens:

Months 1-3: Strategy decks, audits, "getting to know the customer"
Months 4-6: Testing 5 channels at $1K/month each, learning nothing
Months 7-9: Founder realizes no pipeline is showing up, starts micromanaging
Months 10-12: Mutual frustration, departure, back to square one

Cost: $120K salary + $20K budget wasted + 12 months lost = $500K+ in opportunity cost

Mistake 2: Hiring Too Late

The scenario: $3M ARR, still doing all marketing yourself. Burning out. Sales complaining about lead quality.

What happens:

Founder stretched thin, marketing gets 10 hours/week of attention
Channels that worked at $1M don't scale to $5M
Competitors with real marketing teams start winning deals
When you finally hire, you're desperate and make a panic hire

Cost: Missed growth targets, burned-out founder, rushed hiring decision

The sweet spot: Hire when you have proven playbook + budget to scale it. Until then, use fractional support to build the playbook.

The Hiring Readiness Checklist

You're ready to hire full-time when you have ALL of these:

Readiness Signal	Why It Matters	If You Don't Have This
$200K+ annual marketing budget	A marketer can't prove anything with <$15K/month	Use fractional - you need strategy, not execution bandwidth
One channel with <$2,500 CAC proven	They need something that works to scale, not start from zero	Use fractional - you need to find the channel first
$2M+ ARR with consistent growth	Marketing spend makes sense when unit economics work	Fix unit economics before hiring marketing
Clear ICP and positioning	They need to know who to target and what message works	Use fractional - this is strategic work, not execution
Sales team complaining about lead volume	Marketing hire needs to solve a real bottleneck, not make work	Your constraint is elsewhere—fix that first
Founder spending 15+ hours/week on marketing	Hire should free up founder time while maintaining growth	Not enough work to justify full-time hire yet

Score yourself:

5-6 checked: Ready to hire full-time
3-4 checked: Use fractional 15-20 hours/month
0-2 checked: Use fractional 5-10 hours/month or advisor support

What Your First Marketer Should Actually Do

Their first 90 days should be 80% execution, 20% strategy.

Month 1: Scale What's Working

Primary job: Take your proven channel from founder-run to systematic

Week 1: Audit current channel performance. What's actually driving customers vs. what you think is working?
Week 2: Build systematic process for the proven channel. Document workflows, create templates, identify bottlenecks.
Week 3: Increase spend 25% on proven channel. Add targeting, creative variations, or volume.
Week 4: Report results to founder. Did the 25% increase maintain CAC or improve it? If yes, keep scaling. If no, optimize.

Output: 25-40% more customers from proven channel at same or better CAC

Month 2: Fix Conversion Leaks

Primary job: Plug the obvious holes in your funnel

Week 5: Map full customer journey from first touch to close. Where are people dropping off?
Week 6: Fix top 3 conversion issues. Bad landing page? Confusing pricing? No follow-up emails?
Week 7: Implement basic lead nurture. Anyone who doesn't convert immediately gets 5-email sequence.
Week 8: Measure impact. Did conversion rate improve? Did time-to-close decrease?

Output: 10-20% lift in lead-to-customer conversion rate

Month 3: Validate Second Channel

Primary job: Test one new channel to reduce dependency on primary

Week 9: Based on customer interviews, pick highest-probability second channel
Week 10-11: Run controlled test. $3-5K spend, focused targeting, 2 creative variations.
Week 12: Report results. CAC under $3,500? Continue. Above $4,000? Kill it, document why.

Output: Clear answer on whether second channel is viable

What success looks like after 90 days:

Primary channel generating 30-50% more customers at same CAC
Conversion rate improved by 10-20%
Second channel either validated or killed with clear data
Founder spending <5 hours/week on marketing execution

Fractional vs. Full-Time: The Decision Tree

Use Fractional (10-20 hours/month) When:

$500K-$2M ARR: You need strategic guidance but not daily execution
$50K-$150K marketing budget: Not enough spend to keep full-time hire busy
Finding your channel: Testing 2-3 channels to see what works
Founder bandwidth: You can still execute, need direction on what to execute
Board pressure: They're asking "where's your marketing strategy?" but you're not ready for full-time

Cost: $3K-6K/month for 10-20 hours

What you get: Strategic direction, monthly channel reviews, board-ready reporting, playbook development

Hire Full-Time When:

$2M+ ARR: Revenue supports $120K+ marketing salary
$200K+ marketing budget: Enough programs to keep someone busy 40 hours/week
Proven channel: You know what works, need someone to scale it
Founder bandwidth: You're the bottleneck - marketing is suffering from lack of attention
Growth stage: Need to hit $5M ARR in next 18 months and marketing is the lever

Cost: $110K-160K base + 15-20% benefits + equity

What you get: Daily execution, channel ownership, team building, process systematization

The Hybrid Approach (Best for $2-5M ARR)

Fractional CMO/VP (10-15 hours/month): Strategy, board reporting, team guidance ($4-6K/month)
+ Full-time Growth Manager ($80-100K): Execute the strategy, run the channels, own the numbers
Total cost: $140-170K/year
Why this works: Strategic leadership without paying $180K VP salary + execution horsepower without micromanaging

Case Study: Getting the Timing Right

The Situation

$1.8M ARR B2B SaaS company: Founder-led LinkedIn outbound was working ($1,600 CAC) but founder was spending 20 hours/week on it. Wanted to hire VP Marketing to scale.

Why full-time hire would have failed:

Only $120K annual marketing budget
One proven channel (LinkedIn outbound) that was already working
No data on what second channel to test
VP Marketing would spend first 6 months "exploring options" while LinkedIn decayed

What We Did Instead

Months 1-3 (Fractional 15 hrs/month): Systematized LinkedIn outbound process, hired $3K/month SDR to execute founder's playbook
Months 4-6: Tested Google Search and Reddit ads. Google worked ($2,200 CAC), Reddit didn't.
Months 7-9: Scaled both LinkedIn and Google. Hit $2.8M ARR.
Month 10: NOW ready to hire. Budget was $240K, two proven channels, clear 12-month roadmap.

Results

Saved $120K+: Didn't hire full-time VP for first 10 months
Found second channel: Google Search at $2,200 CAC before hiring
Successful hire: Brought in Growth Manager at $95K with clear channels to scale
6-month performance: Growth Manager scaled both channels to $850K in new ARR
Key learning: Fractional helped bridge founder-led to systematic without expensive mis-hire