Marketer profiles for eight roles and when each one is the right hire
Each profile below is a role we staff and match. Read what it owns, how it is measured and the signs that you need it, or let the quiz rank all eight for you.
| # | Profile | Typical start |
|---|---|---|
| 01 | Paid Search Specialist1,900 to 4,800 USD per month | 5 days |
| 02 | Paid Social Buyer1,900 to 4,800 USD per month | 5 days |
| 03 | SEO and Content Lead1,900 to 4,800 USD per month | 7 days |
| 04 | Lifecycle and Email Specialist1,900 to 4,800 USD per month | 7 days |
| 05 | B2B Demand Generation Lead4,800 to 9,600 USD per month | 10 days |
| 06 | Ecommerce Growth Marketer4,800 to 9,600 USD per month | 7 days |
| 07 | Brand and Creative Lead4,800 to 9,600 USD per month | 10 days |
| 08 | Fractional Marketing Lead9,600 to 18,000 USD per month | 10 days |
01 / 08
Paid Search Specialist
- Fee band
- 1,900 to 4,800 USD per month
- Typical start
- 5 days
Owns search intent. Builds and runs Google and Bing campaigns, shopping and Performance Max, and keeps spend on the queries that turn into revenue.
| Owns | Google and Bing search, shopping campaigns, Performance Max, search terms hygiene |
|---|---|
| KPIs | Cost per acquisition, return on ad spend, conversion rate from paid search |
| Fee band | 1,900 to 4,800 USD per month |
| Typical start | 5 days |
| Hire when | Search already drives some sales, but cost per acquisition keeps rising and nobody owns the account |
-
Month 1
account audit, conversion tracking check, campaign structure by intent
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Month 2
bid strategy, negative keyword lists, landing page tests with the site team
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Month 3
shopping and Performance Max split, budget moved to the best margins
Read more about a ppc agency engagement.
02 / 08
Paid Social Buyer
- Fee band
- 1,900 to 4,800 USD per month
- Typical start
- 5 days
Owns paid attention on Meta and TikTok. Plans audiences, runs a weekly creative testing rhythm and cuts what does not pay back.
| Owns | Meta (Facebook and Instagram), TikTok, creative testing, audience structure |
|---|---|
| KPIs | Cost per purchase or lead, creative hit rate, blended return on ad spend |
| Fee band | 1,900 to 4,800 USD per month |
| Typical start | 5 days |
| Hire when | Paid social results flatten after a good start and new creative is launched by gut feeling |
-
Month 1
pixel and conversion events check, account restructure, first test batch
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Month 2
weekly creative tests with a written hypothesis for each one
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Month 3
scale winners, retire losers, monthly creative brief for your team or ours
See how this role fits an ecommerce marketing agency plan.
03 / 08
SEO and Content Lead
- Fee band
- 1,900 to 4,800 USD per month
- Typical start
- 7 days
Owns organic demand. Fixes technical issues, builds a content plan around buying questions and tracks visibility in classic results and AI search answers.
| Owns | Technical SEO, content plan, on page optimisation, visibility in AI search answers |
|---|---|
| KPIs | Organic sign ups or leads, pages ranking for buying queries, content shipped on schedule |
| Fee band | 1,900 to 4,800 USD per month |
| Typical start | 7 days |
| Hire when | You publish content, yet organic traffic does not turn into pipeline, or you have no content plan at all |
-
Month 1
technical audit, query map by funnel stage, content calendar
-
Month 2
first pages rewritten and new pages published, internal linking
-
Month 3
reporting from query to lead, next quarter plan
More on a content marketing agencies comparison.
04 / 08
Lifecycle and Email Specialist
- Fee band
- 1,900 to 4,800 USD per month
- Typical start
- 7 days
Owns the customers you already have. Builds flows, segments the list and connects the CRM so every stage gets the right message.
| Owns | Email and SMS flows, segmentation, CRM automation, retention programs |
|---|---|
| KPIs | Revenue or pipeline from email, repeat purchase rate, activation rate |
| Fee band | 1,900 to 4,800 USD per month |
| Typical start | 7 days |
| Hire when | Acquisition works but customers buy once, trials do not activate, or the list is sent the same newsletter |
-
Month 1
list and CRM audit, deliverability check, map of missing flows
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Month 2
welcome, activation and win back flows built and live
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Month 3
segmentation by behaviour, campaign calendar, flow reporting
Pair it with a growth marketing agency plan when acquisition needs work too.
05 / 08
B2B Demand Generation Lead
- Fee band
- 4,800 to 9,600 USD per month
- Typical start
- 10 days
Owns pipeline for companies that sell to companies. Runs LinkedIn and search together, builds account lists and reports from first touch to closed deal.
| Owns | LinkedIn ads, account based programs, paid search for B2B, pipeline reporting |
|---|---|
| KPIs | Sales qualified opportunities, cost per opportunity, pipeline value sourced |
| Fee band | 4,800 to 9,600 USD per month |
| Typical start | 10 days |
| Hire when | Sales asks for more meetings, marketing reports clicks, and nobody can say which channel built the pipeline |
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Month 1
ideal customer profile, account list, offer per funnel stage, CRM tracking
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Month 2
LinkedIn and search programs live, first retargeting by account
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Month 3
pipeline dashboard, budget moved to the channels that create opportunities
See the b2b marketing agency page for B2B specifics.
06 / 08
Ecommerce Growth Marketer
- Fee band
- 4,800 to 9,600 USD per month
- Typical start
- 7 days
Owns revenue for online stores. Works across the product feed, marketplace ads, conversion rate and repeat purchase rather than one channel.
| Owns | Product feed, shopping and marketplace ads, conversion rate, retention offers |
|---|---|
| KPIs | Contribution margin after ads, conversion rate, repeat purchase rate |
| Fee band | 4,800 to 9,600 USD per month |
| Typical start | 7 days |
| Hire when | One channel carries the store and every month it costs a little more to hold the same revenue |
-
Month 1
feed and tracking audit, margin by product, channel mix review
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Month 2
shopping and marketplace campaigns by margin, first checkout tests
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Month 3
retention offers, bundles, monthly margin report
Read about conversion optimization agency work for stores.
07 / 08
Brand and Creative Lead
- Fee band
- 4,800 to 9,600 USD per month
- Typical start
- 10 days
Owns how the company looks and sounds everywhere. Sharpens positioning, builds a creative system that ad buyers can reuse and runs creator programs.
| Owns | Positioning, messaging, creative system, influencer and creator program |
|---|---|
| KPIs | Branded search growth, creative production on schedule, creator content cost per asset |
| Fee band | 4,800 to 9,600 USD per month |
| Typical start | 10 days |
| Hire when | Ads look different on every channel, the message changes every quarter or you are planning a launch |
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Month 1
positioning workshop by email and documents, messaging hierarchy
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Month 2
creative system, templates for ads and pages, creator shortlist
-
Month 3
first creator content live, creative library for paid channels
Compare with a branding agency or an influencer marketing agency.
08 / 08
Fractional Marketing Lead
- Fee band
- 9,600 to 18,000 USD per month
- Typical start
- 10 days
Owns the plan and the budget. Sets priorities across every channel, coordinates the specialists and reports to the people who sign the budget.
| Owns | Marketing strategy, budget allocation, team coordination, board level reporting |
|---|---|
| KPIs | Revenue or pipeline against plan, marketing cost as a share of revenue, plan delivered on schedule |
| Fee band | 9,600 to 18,000 USD per month |
| Typical start | 10 days |
| Hire when | Several channels run with no single owner, or you are about to hire a full time head of marketing and need the role done well first |
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Month 1
audit of channels, data and team, 12 month plan with budget split
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Month 2
specialists briefed and working to one plan, weekly reporting set
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Month 3
first quarter review, hiring plan for in house roles if needed
Startups often begin here, see marketing agency for startups.
Not sure which profile fits
The quiz ranks all eight in under a minute from your own answers.