Hiring your first marketer: what founders usually get wrong
The generalist you want does not exist at the salary you budgeted. Here is the practical alternative.
Published 4 December 2025 · 6 min read · MG DigiGrowth
The unicorn brief
Brand, content, performance, product marketing, events and analytics in one hire, ideally with your industry's experience. That person exists, costs a leadership salary and will not take a first-marketer role at an early-stage company.
What to hire instead
Hire the execution strength you need most — usually content or performance — and buy the rest as capability. A capable doer with senior strategic support outperforms a stretched generalist doing everything at 60%.
Set them up to win
Give them one number to own for the first two quarters, budget they control, and a decision-maker who reviews weekly. Most first-marketer failures are structural, not personal.
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