Everything Startups Should Know Before Hiring Their First Marketer
May 13, 2025
Here's what you need to know if you're a founder hiring your first marketer, or you're stepping into that role yourself.
By Andrea, Vice President of Digital Marketing at Techstars and Marketing Advisor & Founder of CMO Growth Guide
When I started my marketing career, I worked at Transamerica — a massive enterprise with specialized teams and plenty of resources. One person wrote copy. Another designed emails. Someone else managed distribution. It was a well-oiled machine, and I assumed that’s just how marketing worked.
Then I joined a startup.
Everything changed.
I was the only marketer. One of the first hires. Suddenly, I was the machine — writing the copy, building landing pages, running webinars, answering support tickets, and figuring it out as I went.
Honestly? I learned more in that role than I ever did in school or at any Fortune 500 company.
And now, I’m paying it forward.
If you're a founder hiring your first marketer, or you're stepping into that role yourself, here's what you need to know.
What Your First Marketing Hire Should Actually Do
At an early-stage startup, your first marketer isn’t a strategist sitting in meetings. They’re your customer-obsessed Swiss Army knife — building, testing, and iterating.
They should be able to:
Write clear, compelling copy
Design simple, on-brand visuals
Build and optimize landing pages
Run small paid acquisition campaigns
Manage your social media presence
Interview customers for insights
Jump into community and support when needed
Leverage AI to maximize all of the above
They won’t be a master of everything, but they’ll be willing to try anything.
7 Traits to Look For in Your First Marketing Hire
1. Founder Mentality 🔥
They act like an owner. They see a wall and find a way over it — or through it.
2. Digitally Savvy 🌐
They’ve done real things. Maybe a viral LinkedIn post, a side project, or a growing YouTube channel. They know how to move the needle online.
3. Hands-On Doer 🛠️
This isn’t someone who tells others what to do. They do the work — build the funnel, write the ad, publish the blog.
4. Clear Communicator 💬
In the chaos of a startup, they can cut through the noise. They should be able to write clearly and develop strong messaging. They update, ask for help, and shift priorities fast.
5. Coachable and Curious 📚
They love feedback. They’re always learning. And they’re not afraid to admit when something didn’t work.
6. Tech | AI-Friendly) 🤖
They should be eager and willing to use AI and other tech tools to do more, go faster and deliver high quality results.
7. Full-Stack Generalist 🧩
They can juggle email, social, paid ads, and product marketing — and know when to go deep or keep it scrappy.
How to Hire This Unicorn
Finding this person is tough — but here’s how to increase your chances:
🔹 Mini Project
Ask them to build a 90-day marketing plan with specific growth goals and a realistic budget.
🔹 Stakeholder Presentation
Have them pitch their strategy to your leadership team. Look for clarity, confidence, and adaptability.
🔹 Execution Test
Give them small tasks — write a social post, sketch a landing page, or analyze campaign data.
🔹 Reference Check
Ask former managers about their grit, flexibility, and ability to wear multiple hats.
Final Thought
Your early hires make or break your momentum. Don’t look for pedigree — look for passion, versatility, and the ability to do.
Hire someone who’s scrappy, sharp, and ready to build. Later, when you’ve found product-market fit and have a team in place, then bring in a full-time CMO or fractional leader to scale the system.
Until then, bet on a builder.