CEO's secret to hiring marketers who drive real growth

Think hiring a great marketer is about luck? It’s not. Hiring mistakes happen because we focus on the wrong things, like tasks instead of outcomes, resumes over results, or waiting too long to bring in help.

I teamed up with Devin Bramhall, a CEO turned growth advisor and Don’t Say Content podcast host, to discuss what works (and what doesn’t) when hiring marketers.

Spoiler: It’s about defining goals, spotting green flags, and trusting your hires to do their job. Here’s how to find your perfect marketing hire—and avoid the common pitfalls.

1. Hire marketing muscle early (like yesterday)

Don’t wait for product-market fit to hire a marketer. Start early, even if it’s a freelancer or part-timer. Building buzz takes time so don’t miss your window by being too late to the game.

Takeaway: Ask yourself, “What momentum will I need in six months?” Then, hire someone now who can make it happen.

2. Skip the unicorn job description

Most job descriptions are wish lists of tasks. Don’t make that mistake. Instead, focus on the problem you need to solve and the outcome you expect. That clarity will attract the right candidates.

Example: Instead of “Manage all social media channels, SEO, blogs, and PR,” write, “Objective: Drive 20% more signups in six months through creative, scrappy marketing.”

Takeaway: Focus on your top goals—not a laundry list of activities.

3. Embrace the power of “good enough for now”

The best marketer for your startup isn’t flawless. They’re adaptable, proactive, and results-driven. Hire someone who solves your biggest problem now and has the potential to grow with you.

Takeaway: Commit to your hire. Spend the first few months investing in their success instead of second-guessing your decision.

4. Date before you marry

Not ready for a full-time hire? Start with a fractional marketer or freelancer. This approach gives you flexibility, helps you test ideas, and buys you time to figure out what works.

Takeaway: Build a temporary team of experts for areas like SEO or PR and have one trusted marketer in-house to manage them.

5. Trust your gut (and your marketer)

Trust the people you hire. Micromanaging leads to frustration for both you and them. Set clear, time-bound objectives, like “Increase newsletter signups by 15% in Q1,” then step back and let them own the process.

Takeaway: Focus on results, not nitpicking.

Red and green flags to spot the right marketer

🚩 Red Flags:

• Buzzwords like “drove engagement” with no specifics or results.

• Talking about tasks they completed instead of outcomes.

✅ Green Flags:

• Clear specifics like “We increased traffic by 30% by doing X, Y, and Z.”

• Opinionated feedback on your current marketing. If they’re already pointing out problems and suggesting fixes, that’s a great sign.

TL;DR — Set the stage for success

Hiring marketers doesn’t have to feel like a shot in the dark.

1. Hire early—six months before you need results.

2. Write job descriptions focused on outcomes, not activities.

3. Pick someone “good enough for now,” is adaptable, and give them room to grow.

4. Use fractional marketers or freelancers if you’re not ready for a full-time hire.

5. Trust your hire to deliver and evaluate them based on outcomes.

Check out “Hiring the Right Marketer: A Practical Guide for Startups” for more on how we think about finding marketers who truly make an impact.

Want us to roast your JD? Send it over, and we’ll turn your “unicorn wish list” into a real plan.