The hottest jobs in marketing and advertising jobs in 2024
The hottest jobs in marketing and advertising in 2024
Despite layoffs and job searches dragging on for months, employers are still scrambling to find top talent. Great opportunities are out there, but certain roles and skills are in higher demand than others.
If you happen to specialize in one of these high-demand areas, this presents an opportunity to advance your career or move into a role that better suits your current needs. Employers are eager to fill these roles and are more open than ever to flexible arrangements like hybrid and remote work – especially since that means they can recruit top candidates from beyond their immediate geographic area.
And if you’re looking to diversify your skill set in hopes of standing out in a sea of applicants, you may also want to take some notes! Adding a certification or two in one of these areas could be just the edge you need to get the attention of your dream job’s hiring manager.
Here are the most in-demand skills and jobs for 2024, based on data from our own client orders:
Copywriters, Content Strategists & Content Developers
Art Directors & Graphic Designers
Digital Marketing Managers
Social Media Specialists
Email Marketing Managers
Media Managers (including Omnichannel Media Managers)
eCommerce Managers
UX & UI Designers
Product Designers
Video Creators & Editors
Web Designers & Developers
Creative Roles
Despite many creatives’ concerns about the growing popularity of Generative AI, we’re noticing a marked increase in demand for human candidates with creative skills, from copywriting and content creation to design of all kinds.
Companies are also clamoring for candidates with video production and editing skills, especially for TikToks.
Art directors and graphic designers
Art directors craft a brand’s digital style and form its image in the mind of consumers. They deliver on a variety of tasks, from designing logos, printed pieces, and publication graphics to social media templates, advertisements, and much more. These skills — from junior to senior levels and specialized in areas such as graphic design, motion, or video design, or another area — are in demand.
Copywriters, content strategists and content developers
Content strategists plan, create, and manage content that is relevant, engaging, easy to find, actionable, and shareable across digital platforms. They deliver assets to satisfy the goals of a company or client and the needs of a customer or end user, provide guidance on channels for delivery, and measure the effectiveness through customer engagement.
Digital Roles
Digital roles continue to move up the hot jobs list.
Digital communication and the data associated with it are what’s driving marketing into the future. From digital strategists and digital transformation experts to digital media managers and analysts, digital roles comprise one in every four job requests we get from clients! Developing your expertise in the digital space is a must for achieving faster career growth and long-term success.
Social media specialists
The job of a social media manager today is more multifaceted and challenging – and more respected – than ever. Solid career opportunities can be had with sought-after skill sets including deep knowledge and understanding of social media platforms and how they can be leveraged in different scenarios, along with tactical know-how in customer engagement, online monitoring, and measuring.
Email marketing managers
Email marketers help companies deliver on their goals. They strategize, develop, and manage email campaigns that nurture leads, keep customers in the loop, and drive sales. These multi-skilled professionals manage and segment contact lists using marketing automation software, craft email copy, develop effective designs, handle customer feedback, analyze results, and test to continuously improve performance. Specializing in email requires sharp copywriting skills, proficiency in CSS and HTML, and experience using web analytics tools, such as Google Analytics and Adwords.
Media Roles
As people consume more media than ever before, advertising is an important revenue driver for most businesses, and many industries completely depend on it. Media managers plan and execute advertising campaigns, either internally at a corporation or at an advertising agency. To be competitive in a digital world, organizations need savvy media engagement – and that means having skilled professionals with strong leadership skills, strategic thinking, and the tactical know-how to drive more in revenue than is spent on advertising. As companies compete to fill this role, the field is ripe with opportunity for quality candidates.
UX & UI Design Roles
UX and UI roles also continue to be in high demand.
User experience (UX) designers
UX designers identify the architecture and wireframes that help users navigate through a digital product or website. They zero in on users’ underlying emotional and functional needs and apply that knowledge to create an enjoyable experience that also supports business objectives. UX designers are responsible for the full design process, from research, ideation, and concept development to prototyping and evaluation. They’re typically also responsible for user-acceptance testing of prototypes or finished products. They must be able to collaborate with business, customer service, design, and technology teams, and have an expert understanding of design principles and wireframing tools, such as Adobe XD, Maze, Axure RP, Balsamiq, InVision, and Sketch.
User interface (UI) designers
UI designers decide how a product or website will be laid out and presented visually, and create wireframes. They work closely with UX and other designers to ensure that every touchpoint users encounter in their interaction with a product conforms to the overall vision created by UX designers. Prototyping, CSS handoff, Freehand, Craft, Sketch, InVision, Adobe XD, and Figma are key functions and tools to master.
Ready to make your next move?
No matter your current marketing and advertising skill set, Freeman+Leonard can help position you for long-term success.
Even if you’re not actively looking for a new role, get in touch with our recruiters on LinkedIn. We know the market well, and we know marketing and advertising; many of us worked in that world before joining this independent, woman-owned talent agency.
We understand your role and talents more than you might expect – and we know what your talent is worth. And there’s never any charge to work with us. Let us be your career advisor – in today’s market, and the next.
Submit your resume or portfolio to jobs.freemanleonard.com today.
How to refresh your resume for 2024
How to refresh your resume for 2024
Despite a volatile job market, skilled marketers are in high demand. Employers are struggling to fill critical roles, and finding the right candidate is like looking for a needle in a haystack. That's an opportunity for marketers and creatives who make a concerted effort to keep their resumes up-to-date.
Because make no mistake — if you really want to be in the running for your next big opportunity, a strong resume is still how to get your foot in the door.
“Employers are having a tough time filling openings, but that doesn’t mean they’re going to waste their time considering candidates that aren’t a good fit,” says Andrea Tipton, EVP, Marketing and Talent Solutions at Freeman+Leonard. “In fact, they have less time than ever to look at resumes!”
“A strong personal brand, a consistent presence on LinkedIn, even an impressive list of brands you’ve worked with – these are great things to have, but none of them can make up for a lackluster, generic resume,” advises Ashley Allen, Sr. Manager, Talent Solutions at Freeman+Leonard.
Your resume is what moves you from the big stack of eager hopefuls to a short list of interviewees who stand a solid chance. It’s how employers size you up against the competition. It’s worth the effort to revisit yours and ensure it positions you as the rock star you are.
Here’s how to update your resume so it’s ready to wow hiring managers in 2024:
Keep it brief (2 pages max).
With resumes, size matters. Your resume should be a brief but impactful overview of what you’ve accomplished in the past to demonstrate what you’re capable of achieving in the future.
But no matter how proud you are of the work you’ve put in over the years, avoid the temptation to turn your resume into an exhaustive list of everything you’ve done since kindergarten. Aim to make it just comprehensive enough to be compelling. Why?
1. It sparks curiosity.
As any skilled copywriter can tell you, brevity can actually work in your favor. Just as pithy copy moves buyers to action and snappy headlines get clicks, a well-crafted, concise resume can create the perception that there’s much more to the story.
Confident communicators, after all, avoid the urge to over-explain. They state the facts, but leave out unnecessary details. What’s left to the imagination often paints a much more compelling picture.
So rather than fret over how complete your resume feels, think of each bullet point as a conversation starter, for a dialogue to be picked up later in an interview.
2. It commands attention.
Our attention spans are shorter than ever, and hiring managers are no exception. As Jay Haines, founder of executive search firm Grace Blue, says:
“The days of having a six-page resume or CV are no longer relevant — even for experienced professionals or executives. Candidates have to think about the buying mindset of the person who’s looking at your resume. They don’t have the time or inclination to read your entire life’s story. Your resume shouldn’t be a long diatribe but a highlight reel of greatest hits.”
How short is short enough?
As a rule of thumb, early-career professionals should keep it to one page. If you have 10 or more years of experience, keep it to two pages, max. You can always add details under the experience section of your LinkedIn profile.
Lead with your achievements and impact.
Keeping it short is not just an exercise in keeping with conventions – it forces you to keep it high-impact, too.
“The truth is, nobody cares about all the responsibilities you’ve had in each job,” says Freeman+Leonard’s Tipton. “They want to know that you have the right background to step into the new role and are prepared to make a contribution from day one.”
This is why your resume should focus on your accomplishments. Here’s how:
1. Plug in your metrics.
To employers, numbers speak for themselves — the size of the organization, the number of people on teams you’ve led, the budget amounts you’ve managed, the growth rates you’ve influenced, and other ways you’ve moved the needle.
“Anyone can inflate their resume by using bolder words to describe their contributions,” Tipton says. “Employers know this, and are immune to it. They want to see hard numbers instead.”
Cindy Davis, former EVP, Walmart, Disney, and L Brands, suggests incorporating a simple formula: Accomplishment = Action + Results (and lead with Results!)
Example: Increased revenues 15% in year one by better targeting key customer segments
2. Show them the ‘receipts.’
Hiring managers are looking for evidence that what you’ve achieved aligns with what they need. Are you able to take on the role’s responsibilities with competence and confidence? What can you show that proves that?
As Haines says, “You're trying to find points of reference where you can demonstrate immediate cache and value. The employer typically wants someone who's got sector experience and who understands the rhythm, pace and nuances of the role.”
Remember, where you’ve made an impact matters. Is the hiring manager looking for big corporate in-house experience? Are they searching for someone with high-growth startup experience? An agency background? Name dropping can make a difference here. If you’ve worked with blue chip accounts or unicorns, be sure to feature those brands prominently in your resume.
Looking for resume templates? Harvard University’s Office of Career Services has several great resources to get you started.
Of course, not every potential employer will care about the same metrics, brands or experiences – so a generic, one-size-fits-all resume just won’t cut it.
“A tailored resume is really the price of entry now,” Freeman+Leonard’s Allen says. “If it doesn’t speak exactly to the job requirements, it won’t get a second look.”
Present yourself as a modern marketing leader.
Marketing is a fast-moving, ever-changing field. The best candidates recognize this, and they always strive to stay on top of trends. List your technical skills, show how you use them, and make clear that you’re familiar with hot topics, what’s going on in your industry, and major sea changes.
Your resume should represent you as someone in the know.
Outdated resume faux pas can make you look sorely out of touch. A few red flags that are easy to fix? Having an AOL or Yahoo email account, or a LinkedIn URL that’s a jumble of characters. (You can change it to something memorable!)
Not taking your LinkedIn profile seriously can also be a red flag to recruiters and hiring managers. “Your LinkedIn profile is often the first port of call,” Haines says. “Once contact is established, this can open the door to the resume stage. Your LinkedIn profile should reflect the same principles of brevity and pithiness as your resume.”
Modern marketing leaders of any rank are savvy. Fair or not, these cues basically “out you” as the opposite — or #cringe, as the TikTokers say.
Managing your career like a pro means keeping abreast of what’s current and expected. Never miss an opportunity to demonstrate that.
Sharpen your most powerful tool.
Marketing and creative professionals often have a sharp eye for detail, and can quickly identify gaps in a product’s message, or cut down an unpersuasive advertisement.
“If you’re in this field, you’re likely accustomed to putting yourself in the customer or end user’s shoes,” Allen says. “So turn the tables and treat yourself like you’re the client.”
“Look at your resume with a critical eye and play devil’s advocate, as if you’re the most cynical hiring manager at the table,” Allen says. “What’s missing? Where are the gaps? How might you fall short? Are there red flags you can proactively address?
Grace Blue’s Haines also recommends a perspective shift. “Pretend it’s someone else that you’re thinking about interviewing and give yourself a really honest critique.”
Then ask this make-or-break question: “Is this resume going to get me in the room?”
Davis recommends, “Once you have a draft, be sure to get input from colleagues, friends and mentors. Most marketers find it challenging when marketing themselves (remember the story of the cobbler’s children not having any shoes).”
Always be coachable and open to suggestions, especially from your recruiter. Make it a team effort and you’re more likely to win.
Have other questions about updating your resume to perfectly position yourself for your dream job? Our recruiters would love to help. We're not just here to match you to the right job now — we're also career advisors, and there's never any fee for our services. Connect with us on LinkedIn and submit your resume at jobs.freemanleonard.com.
How to compete for top marketing and creative talent in 2024
How to compete for top marketing and creative talent in 2024
At Freeman+Leonard, we’ve seen a sharp increase in demand for marketing and creative talent across a variety of disciplines. The increasingly competitive hiring landscape means employers must work a little harder to attract top candidates — and keep them onboard.
So what are high-performing marketers and creatives looking for in an employer in 2024, and how can you stay competitive as you grow your team?
Here’s what we’re advising our clients:
Get back to candidates quickly. Top talent won’t wait around.
Statistics show that 69% of applicants lose interest if they don’t hear back within two weeks of applying for an interview, and this tends to be more likely the more senior the candidate.
Not being responsive enough is one of the biggest reasons we see companies lose out on top marketing and creative talent. Fortunately, it’s easy to fix.
Clear communication throughout the interview process is key to sustaining a candidate’s interest. This includes responding to candidates in a timely manner, following up on next steps, and streamlining the process as much as possible. Prove to the candidate that you respect their time and talents by keeping the interview process streamlined and being as responsive as possible.
Be prepared to sell candidates on the opportunity — and your company.
The job description is the candidate’s first impression of your company, so make it count! Highlight your financial stability and reputation right there in the job description. Especially in this pandemic, candidates are interested in how the company is faring. Use this valuable real estate to demonstrate that you’re not only stable but thriving.
Candidates will do their research on a company before applying, so pay attention to your online presence including your website and social media channels. These channels should highlight stories about your team members, your diverse culture and career growth opportunities at your company.
It’s also never been more important to talent that their employers’ values reflect their own, and that they can see themselves at your company.
Beyond stability and reputation, candidates want to see a welcoming, diverse and inclusive corporate culture. Make sure you’re not just communicating, but demonstrating, a top-down commitment to diversity and inclusion. Organizations that commit to having their workforce reflect the diversity of the world around us aren’t just more likely to attract a broader range of top talent; they’re also stronger and more prepared for the post-pandemic economy.
Offer a more competitive salary, or be creative with compensation.
When presented with an opportunity, most candidates will first ask about the salary range for the role. Top candidates command higher pay, so offering a competitive salary, ideally above the national average, is often the most surefire way to attract top talent. Starting salaries vary widely for many reasons, including cost of living and scarcity of talent. As an employer, it’s important to be well-informed on the going rate for your city in order to compete for the best candidates.
However, if you’re recruiting from other markets, don’t expect the cost-of-living increase or decrease to be simple math on base pay.
Similarly, higher-paid employees will not always be willing to take a pay reduction for another market.
The Dallas market, for example, offers starting salaries at nearly 9% above the national average, according to our own database and placement history. Candidates in this market will expect pay that’s slightly higher than other major Texas cities such as Houston and Austin.
In addition to market averages, you should also consult salary guides for specific job titles. Salaries can differ significantly based on years of experience, niche experience and industry.
Statistics show that 55% of professionals require a higher salary in order to change jobs, but that’s certainly not all candidates look for when evaluating a career move — and that’s good news for smaller companies or agencies with tighter budgets.
If you’re not able to offer a higher salary, look for other ways to make the compensation package more attractive.
First, be sure to detail the total compensation when making an offer, not just the base salary. Often, looking at total compensation reveals an offer that’s higher than a candidate originally thought. After compensation, paid time off is often the second-biggest draw for candidates. An extra few days or a week of paid vacation can often seal the deal, as can a signing bonus.
You might also want to consider adding performance-based incentives. Those in more senior roles might even be interested in earning ownership or equity. If this is on the table, use it!
If possible, offer additional insurance benefits or cover a higher percentage so the employee pays less out of pocket.
Beyond that, we’ve seen our smaller clients successfully win candidates by offering perks that make up for lower base pay. Consider perks that make a healthier lifestyle possible, going beyond healthcare to offering gym memberships, massages and even lunch one day a week for onsite workers (some offer it every day). This even includes incentives for carpooling or riding a bike to work, or free train passes for commuters.
Free product or reduced pricing at retailers or manufacturers can also offset a less competitive salary, as can annual credits for conferences, training or professional development.
Avoid a reputation for turnover by being transparent with talent in the hiring process.
Turnover is costly, and it negatively impacts your reputation and the quality of your future hires.
To avoid hiring the wrong talent and risking turnover, ensure everyone involved in evaluating talent is on the same page about your expectations for the role.
If recruiters and interviewers are clear on the job’s expectations and required skills and the growth opportunities at the company, honest and transparent conversations can happen immediately.
Start by being as specific as possible when outlining the responsibilities for the position. Rather than using the same broad language as any other marketing job description, identify clear, niche skills that will help candidates know whether they’re a good fit — and help eliminate unqualified candidates from consideration. “Marketing manager,” for example, is a very broad job title and can mean different things to different people.
Be specific also about the experience required for the job and the exact marketing experience needed — i.e., digital, mobile, shopper or otherwise.
After these volatile few years, candidates are concerned about the stability of a company. But it’s not just for reasons of job security; they also want long-term career growth. Use the interview process to understand candidates’ career goals and aspirations. If they can see themselves achieving these goals with your company, they’re more likely to stay with you long-term.
Allow for flexibility and remote work.
In 2024, remote and hybrid work environments are the norm — and that means top marketing and creative talent will seek out this flexibility when evaluating their next move. For some, it may even be non-negotiable. To be competitive, don’t require your employees to physically show up to the office every single day if their role doesn’t actually require it.
Let them work from home at least some of the time, or implement flexible summer hours or early Friday release. It’s important to many candidates that they can work from anywhere while maintaining flexible work hours and work-life balance.
Use this trend to your advantage. Remote work means your next top candidate could come from almost anywhere, so tap a bigger talent pool to increase the odds of finding a great match.
These shifts in the job market are not likely to change anytime soon. By taking these actions now, you’ll be prepared to attract top marketing and creative talent for years to come.
At Freeman+Leonard, we have the people you need, when you need them, and not when you don’t. And that includes some of the marketing industry’s most in-demand marketing and creative talent.
Ready to find your match? Use the contact form below to reach out and start a conversation.
Get in touch with a Freeman+Leonard consultant today:
The Future of Work: Key insights from our fireside chat with Jason McCann, CEO of Vari
The Future of Work: Key insights from our fireside chat with Jason McCann, CEO of Vari
At Freeman+Leonard, we strive to stay ahead of the curve, and our recent event with Jason McCann, CEO of Vari, was no exception. Our compelling discussion, hosted by Freeman+Leonard President and CMO, Kathy Leonard, involved a variety of factors shaping the workplaces of tomorrow.
For those who missed it or need a refresher, here are our top takeaways:
1. A new focus on flexibility and health
Without question, the pandemic has reshaped our perspective regarding work. Beyond the immediate effects of the virus, businesses have also had to navigate challenges from external events such as wars and supply chain disruptions, along with other issues such as the mental health of their employees.
“A lot of things got tested and challenged… pressure was put on businesses and it turned the world upside down,” said Jason McCann. “We’ve had to fast-forward our way of thinking when it comes to business. Companies now focus on flexibility and overall health because the way that people work and interact has changed.” These new priorities are now at the forefront of the work conversation, driving an emphasis on hybrid work and expanded health benefits for workers.
2. A shift toward more interactive workspaces
Gone are the days of traditional, static offices where everyone worked in isolated cubes. These times call for interactive spaces that facilitate solo and collaborative tasks.
“Over 50% of the commercial buildings we design today provide spaces for people to connect at the office in the same way they connect outside of the office,” said McCann.
From green spaces to coffee shops to state-of-the-art gyms, companies must understand the culture of the talent they are trying to recruit, and incorporate those values into the design of their workspaces and the DNA of their companies.
3. Embracing the remote-work revolution
While the upward trend of remote work offers greater flexibility, it also presents challenges. The emphasis now is on equipping home workspaces with the right tools and focusing on continuous learning, wellness, and community involvement as central tenets.
“Companies who have defined their core values, identified their goals, and are providing their team with the tools needed for ongoing training are the companies attracting and retaining this new generation of workers,” McCann said.
He also noted the global trend towards decentralized office models, often closer to residential areas, making going into the office a lot more convenient.
4. Customer-centric innovation always wins
Vari, which has an impressive 300-product portfolio and strong sales, has succeeded mainly because it relies heavily on customer feedback and user testing. Their approach to product development, from chairs to dynamic workspaces, has always been about addressing real-world needs. So McCann shared the office space Vari owns is most valuable not as real estate to lease, but for testing of new products.
McCann said there is great value in “listening and having a relationship with your customers.” In developing products customers actually need and want, it’s critical to consider this feedback along with actual usage patterns and user behaviors.
5. Robots: tools, not threats
The introduction of robots (physical or otherwise!) in the workplace has sparked conversation about automation and AI replacing human jobs. However, robots should be seen as tools that enhance efficiency, not as replacements for human skills and interactions.
To demonstrate, Vari partnered with RobotLabs in introducing Future of Work attendees to “Pepper.” McCann described Pepper as a tool and aid, very similar to how a car gets you to work, or how a smartphone helps you do your job. At the event, Pepper guided guests on where to go, and another robot served drinks poured by the (human) bartender.
McCann said that if business leaders can “explore the ideas that technology is bringing, it will actually provide a tremendous number of jobs and opportunities for the future workforce.”
6. Embracing Gen Z with empathy
The youngest generation to enter the workforce, Gen Z, brings a blend of tech-savviness and self-learning prowess. Yet, the importance of face-to-face mentorship and interactions can't be overlooked for this tech-comfortable generation.
While Gen Z has grown up with access to nearly every kind of consumer technology, the pandemic has caused significant workplace isolation during their first years in the workforce. Many have yet to acquire the social and interpersonal skills needed to effectively function in the workplace.
McCann said that “leaning in to this younger generation and showing empathy and love - much like you do with your kids - can be a hard shift for leaders. But embracing Gen Z and going along with them on their journey is important.”
For these younger workers, “soft skills” that allow them to interact effectively in the workplace must be taught – and “showing” is a more effective teaching strategy than “telling.” As leaders, we must lead by example.
7. A dawning new reality
With breakthroughs in virtual reality and “mixed reality”, as with Apple’s Vision Pro headset, technology is being integrated into physical spaces in new ways – and will ultimately redefine our work environments. We’re just not there quite yet.
Though the technology is still early in development, McCann predicts it will only get better and become more a part of our daily lives. And as that happens, more companies will integrate virtual and mixed-reality technologies into their workspaces. (Hopefully, the product leaders responsible for these innovations are taking careful note of insight #4 above.)
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McCann closed the event by saying, “If I can help the next generation of entrepreneurs build the companies of their dreams, then I’ve done my job. And if the next generation beyond me takes it to a whole other level, then I’ve really done my job. And that is what excites me!”
As we navigate these transformative times, candid conversations like these are instrumental in guiding us toward a workplace that works for everyone.
Stay tuned for more insights from Freeman+Leonard as we continue to explore and define the next era of work.
Why Q4 is an ideal time to hire and onboard new employees
Why Q4 is an ideal time to hire and onboard new employees
Don’t write off December!
Over the years, we’ve noticed a troubling pattern: hiring tends to go on hiatus in Q4.
It’s certainly not because business has slowed. With leadership focused on hitting year-end numbers and top performers aiming to make their bonuses, there’s plenty of activity afoot. But as talent acquisition professionals, we’ve come to expect a lull in our workload each year heading into fall. And while we understand the reasons, we see it as a missed opportunity.
Placing searches on hold and pushing back start dates might seem like a good idea. After all, the holiday season is coming up, lots of people will be on vacation, and hiring managers are looking forward to some downtime. However, putting staffing off till January can waste precious time that you can’t get back.
Q4 is actually a great time to hire and welcome new employees to your team. Here’s why.
1. There’s less competition for top marketing, advertising and creative talent.
Employers may be resting on their laurels at the end of the year, but top candidates in marketing, advertising and creative fields are on the move. Holidays or not, candidates are actively looking for new opportunities this time of year. This means you have a real shot at adding to your team a few marketing rockstars that your competitors otherwise might have snapped up any other time of the year.
2. You can avoid burning out your team (and keep billing).
For many consumer brands and nonprofits (and the agencies that serve them), the holidays are actually a high-volume time of year in terms of sales and revenue. Not having a full team means you may not be operating at peak performance (or billing the hours you expected) – and during the busy season, that can cost you money. Hitting a ceiling on growth is never fun, and especially not during the time of year when the lion’s share of revenue is expected.
Not to mention this stretches your existing team far too thin during a time when everyone else they know is relaxing at home with friends and family. It’s a recipe for burnout you can easily avoid by staffing up in Q4, rather than waiting for that “ideal” moment in the new year.
3. Your new hires get to learn ‘by osmosis’ while your team strategizes for the year ahead.
The end of the year is a natural time to reflect on the progress you’ve made, reassess the challenges you’ve faced, and look forward to what you hope to accomplish in the months ahead.
This gives your new employees a unique opportunity to absorb information about the company and their role that will be vital to their success, simply by being in the room during important discussions.
Your new hires get to see the 30,000-foot view before the year begins and before they (and everyone else) get caught up in the day-to-day.
The fresh perspectives that new team members bring can also open your eyes to alternative approaches, potential obstacles you haven’t anticipated, or trends you might have missed – before your plans are set in stone.
Including new team members in these important discussions can also help you bond with new hires and help them feel valued and welcome.
4. You can hit the ground running in January.
As we all know, returning from the holidays at the first of the year can be grueling. The transition from festivities and Hallmark movie binges to a calendar chock-full of meetings and deadlines can be a shock to the system. Not the best atmosphere for onboarding a new hire.
When you fill open positions in Q4, you avoid thrusting new hires into the weeds on day one. A more laid-back schedule means they have space to review materials, and get up to speed on your systems and technology rather than jumping right into a project. And while your team is less busy, they can show them the ropes.
Most employees don’t start contributing immediately, anyway. A late-year start date gives them plenty of time to get acclimated before their output is truly needed.
5. ‘It’s the Most Wonderful Time of the Year’… to mix and mingle!
Ramping up in a new role is about more than getting the hang of the job itself. Fitting in — meeting your co-workers, learning who’s who, and familiarizing yourself with the company culture — is a big part of onboarding success.
But when your team is remote or hybrid, opportunities for face time are less abundant – except, perhaps, at the end of the year. Q4 hosts a flurry of in-person events, lunches and holiday parties. No matter what traditions your employees celebrate, or how many of them work remotely, year-end is a wonderful time to gather in-person.
All the merrymaking provides a natural opportunity to introduce new employees to the rest of the team (and clients) before everyone retreats into their home offices for the rest of the winter.
This worked well for Brittani Kroog, who kicked off her remote job as Recruiting & Talent Sourcer at Freeman+Leonard in Q4 of 2021 with an in-person day at the company’s coworking space. “It was great meeting HR, IT and my manager in person, followed by a team lunch. That was a very personable first day,” she says. “Starting in December also meant I got to have social time with everyone for the holidays, which was so nice.”
Getting bumped to January means missing out on the casual team bonding and personal connections that Q4 onboarding affords. (Plus, your Q4 new hires will get to be in on the holiday party inside jokes in January, instead of feeling even more like an outsider.)
It’s not too late to add to your team this year.
Whether you’re thinking about pausing an active search or delaying a new search for the next couple of months, we encourage you to think again.
We see it every year — employers who continue to recruit in November and December have an edge over those who don’t.
The marketing and advertising talent experts at Freeman+Leonard can help you with your search and onboarding process year-round. The hiring landscape is still competitive, but strong candidates enter the job market daily. Strike while the iron is hot, and don’t miss your chance to tap the advantages of Q4 onboarding.
Use the contact form below to reach out and start a conversation. It costs nothing to explore your options.
Get in touch with a Freeman+Leonard consultant today:
The most in-demand marketing and advertising jobs of 2023
The most in-demand marketing and advertising jobs of 2023
Despite high-profile layoffs and hiring delays, today’s job market is actually stronger than it was before the pandemic. Unemployment is historically low, and candidates today are confident about their ability to find a new job.
But the marketing and advertising industry is constantly evolving in reaction to changes in the economy and technological advancements. As a result, certain roles and skills are in higher demand than others.
If you happen to specialize in one of these high-demand areas, this presents an opportunity to advance your career or move into a role that better suits your current needs. Employers are eager to fill these roles and are more open than ever to flexible arrangements like hybrid and remote work – especially since that means they can recruit top candidates from beyond their immediate geographic area.
And if you’re looking to diversify your skill set in hopes of standing out in a sea of applicants, you may also want to take some notes! Adding a certification or two in one of these areas could be just the edge you need to get the attention of your dream job’s hiring manager.
Here are the most in-demand skills and jobs for 2023, based on data from our own client orders:
Media planners and directors
As people consume more media than ever, advertising is an important revenue driver for most businesses, and many industries completely depend on it. A media director plans and executes advertising campaigns, either internally at a corporation or at an advertising agency. To be competitive in a digital world, organizations need savvy media engagement — and that means having skilled professionals with strong leadership skills, strategic thinking, and the tactical know-how to drive more in revenue than is spent on advertising. As companies compete to fill this role, the field is ripe with opportunity for quality candidates.
Data analysts and marketing analytics
Data powers everything successful marketers do. Data analysts develop models and generate reports to optimize a company’s or client’s marketing matrix. Their analyses can also provide insight into consumer behaviors and identify opportunities to maximize optimal campaign outcomes. We’ve specifically seen a rise in demand for experts in Python and Tableau.
Digital marketers
Digital communication and the data associated with it are what’s driving marketing into the future. From digital strategists and digital transformation experts to digital media managers and analysts, digital roles comprise one in every four job requests we get from clients! Developing your expertise in the digital space is a must for achieving faster career growth and long-term success.
Email marketing managers
Email marketers help companies deliver on their goals. They strategize, develop, and manage email campaigns that nurture leads, keep customers in the loop, and drive sales. These multi-skilled professionals manage and segment contact lists using marketing automation software, such as Marketo, Act-On, and Salesforce Marketing Cloud, craft email copy, develop effective designs, handle customer feedback, analyze results, and test to continuously improve performance. Specializing in email requires sharp copywriting skills, proficiency in CSS and HTML, and experience using web analytics tools, such as Google Analytics and Adwords.
Social media managers
The job of a social media manager today is more multifaceted and challenging – and more respected – than ever. Solid career opportunities can be had with sought-after skill sets including deep knowledge and understanding of social media platforms and how they can be leveraged in different scenarios, along with tactical know-how in customer engagement, online monitoring, and measuring.
Project managers
Project managers keep marketing moving forward. These professionals oversee the production of all creative deliverables and see to it that campaigns and initiatives stay on track within set budgets and timelines. They serve as a liaison between clients and creative, and account management staff, confidently juggling multiple priorities. A good project manager has strong interpersonal, problem-solving, and multitasking skills, and the ability to provide technical input and recommendations for reducing costs and improving quality and workflow processes.
Content strategists and web copywriters
Content strategists plan, create, and manage content that is relevant, engaging, easy to find, actionable, and shareable across digital platforms. They deliver assets to satisfy the goals of a company or client and the needs of a customer or end user, provide guidance on channels for delivery, and measure the effectiveness through customer engagement.
Art directors and graphic designers
Art directors craft a brand’s digital style and form its image in the mind of consumers. They deliver on a variety of tasks, from designing logos, printed pieces, and publication graphics to social media templates, advertisements, and much more. These skills — from junior to senior levels and specialized in areas such as graphic design, motion, or video design, or another area — are in demand.
User interface (UI) designers
UI designers decide how a product or website will be laid out and presented visually, and create wireframes. They work closely with UX and other designers to ensure that every touchpoint users encounter in their interaction with a product conforms to the overall vision created by UX designers. Prototyping, CSS handoff, Freehand, Craft, Sketch, InVision, Adobe XD, and Figma are key functions and tools to master.
User experience (UX) designers
UX designers identify the architecture and wireframes that help users navigate through a digital product or website. They zero in on users’ underlying emotional and functional needs and apply that knowledge to create an enjoyable experience that also supports business objectives. UX designers are responsible for the full design process, from research, ideation, and concept development to prototyping and evaluation. They’re typically also responsible for user-acceptance testing of prototypes or finished products. They must be able to collaborate with business, customer service, design, and technology teams, and have an expert understanding of design principles and wireframing tools, such as Adobe XD, Maze, Axure RP, Balsamiq, InVision, and Sketch.
Ready to make your next move?
No matter your current marketing and advertising skill set, Freeman+Leonard can help position you for long-term success.
Even if you’re not actively looking for a new role, get in touch with our recruiters on LinkedIn. We know the market well, and we know marketing and advertising; many of us worked in that world before joining this independent, woman-owned talent agency.
We understand your role and talents more than you might expect – and we know what your talent is worth. And there’s never any charge to work with us. Let us be your career advisor – in today’s market, and the next.
Submit your résumé or portfolio to jobs.freemanleonard.com today.
3 ways to find new clients as a freelance marketer or creative
3 ways to find new clients as a freelance marketer or creative
Forget filing self-employment taxes or chasing overdue invoice payments. Finding new clients is one of the biggest challenges freelancers face.
And it doesn’t matter how long you’ve been doing it. Whether you took the leap into freelancing 10 days or 10 years ago, you know that the grind never ends! It’s important to always have a strong pipeline of new client leads, especially if the services you provide are often one-off projects, or otherwise not well suited for a retainer.
And unlike with a traditional job search, clients looking for a freelancer or consultant are unlikely to write up a job description and post their opening on a job board. Most of the time, these conversations are behind closed doors, and — particularly with smaller clients — there is no formal RFP process. That means exploring many avenues at once to find new clients before you need them.
Here are the most effective ways to find new clients:
1. Build relationships with other freelancers and agencies who offer complementary services.
You know that saying, “your network is your net worth”? That applies to no group more than freelancers. Tapping your existing connections is one of the most effective ways to find new clients.
Of course, not everyone you know is likely to refer business your way. The most profitable connections you have are likely other freelancers, consultants and agencies offering services that complement – but don’t compete with – yours.
The clients of email marketing and CRM strategists probably also need email designers and developers to bring to life their customer outreach plans. Paid media agencies need conversion-minded creatives. Web designers and developers should have both copywriters and SEO/SEM consultants to call on. Clients hiring PR consultants often also need social media strategists, who may need designers, photographers, animators and copywriters.
And fractional CMOs may need all of the above (and more) at some point!
So instead of chasing cold leads, cozy up to your connections working in complementary fields. Let them know you have capacity to take on new clients, and ask them to keep you in mind if any of their clients need what you offer.
And make it a win-win: Offer to reciprocate if the opportunity arises.
2. Get out there! Expand your network by attending in-person conferences and networking events.
As a freelancer, it’s probably not possible to have too many professional contacts. So while you strengthen those existing relationships, remember: The more, the merrier!
One of the most effective ways to meet new people is through in-person events. (Remember those?)
Search for conferences attended by the kinds of people who might refer business to you, or who work in verticals you’d like more clients in. For example, if PR freelancers refer a lot of business to you, attend a local PRSA event. If you’d like more clients in healthcare, seek industry-specific conferences for physicians or healthcare communications professionals.
If the idea of “networking” in a room full of strangers makes you nearly break out in hives, consider that you might be more comfortable at events attended by people who aren’t your competitor, and desperately need your services. You might even find that you’re the most popular person in the room!
That’s nearly guaranteed if you also offer to speak at these events. This is the introvert’s secret strategy – because everyone already knows you and what you do, the conversations that follow are far less stilted, with less need for small talk.
But in any case, be ready to talk about yourself! Make sure you have a strong elevator pitch, and can point your new contacts to a portfolio site with case studies and recent samples – or at minimum, a stellar LinkedIn profile. For extra credit, have ready an “entry-level” service like a one-hour strategy call or a website audit for those who might be ready to engage your services soon. To sweeten the deal, consider offering a small, limited-time discount to those you meet at the conference.
3. Get on a Freeman+Leonard recruiter’s radar.
Yes, you read that right! Even though you’re not looking for a j-o-b, talent acquisition agencies like Freeman+Leonard offer far more than traditional employment options. We often need freelancers to take on project work for our clients, and demand for freelance talent is rising.
We even build project teams for our clients by assembling a rockstar crew of freelancers and training them on the client’s brand standards, and having them ready when the client needs them.
This is a great way to get repeat work AND feel like you’re part of a team (and we all know how isolating freelancing can feel!) — without being beholden to a single employer.
Who’s in your corner?
Whether you’ve been freelancing for a while or you’re still undecided about taking the leap, don’t hesitate to reach out to our recruiters. We work with freelancers like you all the time, and know the ins and outs (and ups and downs) of your path. We’d be happy to talk with you about your options and provide insight into the market. Contact our team on LinkedIn anytime or submit your portfolio at jobs.freemanleonard.com.
How to start marketing yourself as a freelancer
How to start marketing yourself as a freelancer
As a marketing, advertising or creative professional, you already know how to market other people’s products and services. You’ve got the best practices down. But marketing yourself? That’s another story.
It’s too common for marketers and creatives to neglect their own marketing and personal branding as they move mountains for their clients. But as a freelancer or consultant, you can’t afford to do this – because you need every bit of visibility you can get, and because how you market yourself indicates your skills.
If the idiom “The cobbler’s sons have no shoes” hits too close to home, or you feel creatively blocked when you think about how to market yourself and your services, it’s time to change that. No more excuses!
Here’s what to do to start marketing yourself as a freelancer.
1. Write your elevator pitch.
“It starts with treating yourself like a client,” said Brittani Kroog, Freeman+Leonard recruiter and a former art director and creative freelancer. “Identify your ideal client – not just their industry, but also company size and job title. Review your own skills and talents, and the results you’ve achieved for past clients. What types of problems do you like to solve?”
“Figure out what makes you unique as a freelancer or consultant, and how that overlaps with the problems your ideal client has and the results they need to achieve,” Brittani said.
With this clarity, write a strong bio and elevator pitch. In 30 seconds, you should be able to describe what you do and who you help, plus what you’ve accomplished and what you want to do next.
And make sure your bio makes its way onto your LinkedIn profile summary.
2. Showcase your results.
If you haven’t already, create a simple website and include samples of your work and case studies. (You can password-protect it if you like.) Include testimonials if you have them, and show as much evidence of your abilities as possible.
“We hear it from clients all the time – case studies, work samples and creative portfolios are critical to helping them decide which freelancer is the right fit for their company and their project,” said Ashley Allen, Director of Talent Solutions at Freeman+Leonard. “Don’t leave them hanging!”
This is especially important if you’re new to freelancing. “Your first few clients won’t want to feel like guinea pigs – they will want to see success stories and work samples to inspire confidence in their decision to hire you,” Ashley said.
3. Show up where it matters.
Next, develop a plan for how you’ll stay top-of-mind with those clients. B2B marketing is all about playing the long game. Find out where your ideal client gets their information or hangs out online, and focus there.
“If you have a particular marketing or creative specialty, use that to your advantage,” said Freeman+Leonard recruiter Jordan Goodwin. “Every social media strategist should have a stellar social media presence, every writer should be blogging, and so on.”
Whatever the format and channel you choose, let your own marketing – both its quality and the results it generates – serve as a proof of concept for your own talents.
Don’t get overwhelmed!
As with other aspects of freelancing, you’ve probably learned that once you’ve “taken the leap,” the rest of the journey actually comes just one step at a time. You didn’t have to have it all figured out on day one to start your freelancing business, and you don’t need a perfect marketing plan to start increasing your visibility.
So don’t let perfectionism (or overwhelm) stop you from hitting “send” on that LinkedIn post.
4. Work your connections.
Once you’re ready to get out there, don’t forget to leverage your professional network. Collaborating with freelancers and agencies who offer complementary (not competing) services can be a highly effective way to land new clients.
And that includes Freeman+Leonard! Whether you’re champing at the bit for your next project or just want an extra set of eyes on your elevator pitch or portfolio, send them our way. Our recruiters are always happy to advise you along your freelance journey.
Don’t forget that a talent acquisition agency like Freeman+Leonard can help you find new clients, too. (That’s right – we don’t just deal in the traditional 9-5!) Demand for freelance talent is rising, and we’d love to meet you if we’re not already acquainted. And if we are, we’d love to hear how you’re doing! Reach out to our team on LinkedIn anytime or submit your portfolio at jobs.freemanleonard.com.
How to get the most ROI from your recruiting partner
How to get the most ROI from your recruiting partner
Emily, VP of marketing for a fast-growing tech startup, was in a bind. Her CEO had called her into his office just an hour before to deliver the news: Her marketing budget would be slashed by nearly 30%, and more cuts might be coming.
As Emily walked back to her office, a familiar sense of dread settled over her. A fresh-faced new manager during the 2008 recession, she’d seen challenging times. But with a bigger team, the pressure felt different. Their next big product launch was right around the corner, and it couldn’t fail. And just last week, she’d interviewed candidates for several roles she was desperate to fill. Would there even be a team for them to join?
Emily spent the next two days poring over performance metrics and expenses, looking for fat to trim and creative ways to stretch her budget.
But then she remembered she wasn’t alone in her seemingly sisyphean task. She had her trusted advisors at Freeman+Leonard, who she’d recently enlisted to help her fill those open roles. Her experience as a candidate just 18 months prior was enough for her to know they were no ordinary talent acquisition partner. So even though she didn't know if she'd continue to have much of a budget to work with, she decided to at least reach out for advice.
“If I have to cut a senior-level team member, could two junior-level backfills work?” she asked. “Can I even still hire that automation expert when I also still need a copywriter?”
“Not so fast,” said Lisa Foster, her Freeman+Leonard consultant. “It doesn’t have to be either-or. Let’s consider a different approach.”
Together they assembled a team of top-tier creative contractors to cinch those launch communications and an automation specialist to set up their campaigns for the coming quarter.
Emily may have had to change her hiring plans for the near term, but this new approach allowed her to prove marketing’s value (and her leadership skills) even under incredible constraints. Perhaps most important, it gave her an on-demand team of freelancers already trained on her brand – a team she could turn to down the line for other pressing and quick-turn projects.
A truly strategic and innovative recruiting partner like Freeman+Leonard will see beyond budget limitations and provide solutions you may not have even realized were an option. Solutions that save you money in the short term, but also set you up for long-term success.
But most hiring managers underestimate what a recruiting partner like Freeman+Leonard can do for them. They then risk not getting the full value a partnership like that can provide.
Let’s change that, shall we?
Here’s our team’s advice on how to get the most ROI from your recruiting partner.
1. Ask for guidance and keep an open mind.
Sometimes clients come to us with a key role to fill, and we’re thrilled to do it. But often it’s more complicated — their budget is stretched thin, they’ve over-hired where talent’s no longer needed, or they’re trying to backfill for a product that will sunset next year.
So, what’s the next best move? It depends!
Think of your recruiting partner as less of a seat filler and more of a strategic advisor. The challenges you face that appear to be nearly impossible to tackle look a lot like the problems we solve for clients every day.
In Emily’s case, she saw the value in taking a different approach.
Her Freeman+Leonard advisor found the right on-demand resources to help her meet her KPIs without hiring a full-time employee she wasn’t even confident she could hold onto long-term.
“My advice: Don't automatically assume you need to fill your open roles with the same kinds of FTEs who vacated them,” says Kathy Leonard, President & CMO at Freeman+Leonard.
“Look at it from another angle,” she says. “Consider what KPIs you need to hit this quarter, and this year. What strategies and tactics will get you there? Only then start thinking about the marketing skills you need.”
And remember: We can help you at every stage of this process, so there’s no need to figure this out alone.
2. Collaborate and communicate with our team.
Communication is key to delivering ideal outcomes. Your recruiter can act as an extension of your team, ready and eager to collaborate — less of a vendor, and more of a colleague and confidante.
The more we know about what’s going on in your company, the better.
If pressure is building internally to change up the role you’re hiring for or to add different types of skills, let us know early and often — even if you’re worried about giving us whiplash.
Rather than hashing it out on your own, bring us into the conversation, and sooner rather than later. You never know what new ideas we might generate.
When in doubt, let’s talk it out! Allow us to be a sounding board to help you make sense of it all and mitigate the impact of these changes on your hiring process.
3. Commit to attracting talent together.
Part of a recruiter’s job is to play intermediary, and we’re masters of reassuring candidates while they’re in the running. But if you’re serious about competing for top talent, you can’t afford to play hard to get. You need to keep your head in the game and play to win, which means being responsive to, and transparent with, candidates.
Leverage your recruiter as less of a defensive player and more of a relationship facilitator.
We get it; sometimes things are unsettled on your end and you don’t have answers yet. But keeping candidates in the loop matters.
That whip-smart marketing director with the blue-chip brands on her resume who nailed her interview two weeks ago but never heard from you? She’s not waiting for your call. And if she feels ghosted, your employer brand reputation and ability to attract top talent are at stake.
Candidates talk to each other, and a negative interview experience can come back to haunt you. Help us help you make a strong impression with talent.
Seize the opportunity to gain a true partner
Economic volatility aside, the new way of working calls for more creativity and strategic thinking in hiring practices, the ability to pivot on a dime, and a continuous commitment to attracting top talent.
In Emily’s story, there are lessons for all hiring managers. When you open your mind to new ways of working with talent, you can solve today’s problems in ways that prepare you for greater returns tomorrow – while still taking care of your people.
Whether you’ve been asked to ramp up at a moment’s notice or shift to do more with less, a strategic recruiting partner like Freeman+Leonard can ensure you’re still able to meet your goals despite the toughest constraints.
If you have questions about hiring and ensuring your marketing and advertising teams are fully resourced — even if you’re not necessarily ready to hire — reach out to a Freeman+Leonard consultant.
Fractional CMOs: The growth-minded CEO's secret ingredient
Fractional CMOs: The growth-minded CEO's secret ingredient
Brand development. Competitive positioning. Go-to-market strategy. Communications. Business development. No matter what form it takes, or what they choose to call it, every business needs marketing in some form.
But not every company needs marketing leadership in the same way, or all the time. Fortunately, as demand for experienced marketing leaders has grown, so too have your options for accessing this kind of talent.
Enter: the fractional CMO.
What is a fractional CMO, and what can they do for you?
A fractional CMO (Chief Marketing Officer) is a seasoned professional providing marketing expertise and consulting on an interim, part-time or project basis.
They can help you create, execute and measure the results of your marketing strategy, campaigns, and initiatives. These experts offer a range of skills and knowledge that you may not have in-house, in areas including digital marketing, strategic planning and analysis, customer acquisition strategies, brand positioning and content marketing.
A fractional CMO can also provide guidance on how to manage resources and budgets so that you get the best return on your marketing investment. They stay up with current trends in the marketplace so that your business is always ahead of the innovation curve.
A fractional CMO is often a great option for getting insights and leadership from an executive marketer without the expense of a full-time hire.
What is so unique about fractional CMOs is they can be put in at any point in the game, are flexible depending on each specific need, and can address issues and solve problems from the start given their level of experience. They can be completely customizable to your business needs, down to very specific industry knowledge, perfect personality matches for teams and in any location.
For example, a golf club manufacturer was introducing a new iron to their well-known line of club products. This product used a new manufacturing technology that promised to improve performance for amateur players. The company had a sales team but their marketing director had recently left and the product launch was imminent.
Freeman+Leonard suggested a fractional CMO to lead development of the launch from product positioning and branding to website copy, sales materials and experiential marketing at trade shows and on-site golf events. The CMO even trained the sales team on how to position and discuss the new club in a very compelling way to their retailers and golf course clients. Following the very successful launch, the fractional CMO was no longer required and the company continued with the plan for sales support.
With a leader like this dedicated to planning and overseeing your marketing efforts, you can know that all aspects of your strategy are being handled effectively — even if you don’t engage their services all the time.
Who needs a fractional CMO?
Most companies can benefit from an occasional infusion of marketing leadership, but fractional CMOs are perhaps most suited to smaller to mid-size companies who don’t already have a strong marketing presence. They may have a good product or service and a top-notch sales team, but lack leadership in areas like lead generation, market opportunity evaluation, brand development, competitive positioning and pricing.
Fractional CMOs can accelerate growth by fine-tuning a company’s marketing – and they can be pinch hitters at key times in your business’ trajectory, when strategies are pivoting, and extra thought leaders are needed to ensure successful growth and outcomes.
Is there a void in your executive or C-suite?
That’s often a great time to bring in a fractional CMO. They can serve as a temporary and neutral third party to provide leadership to your employees and ensure momentum is maintained and progress moves forward with your brand and products. These marketing executives can also be instrumental in bringing teams together to make sure everyone’s aligned and working towards the same goals. The productivity and morale boost a fractional CMO can inspire will far outlast their tenure!
Do you need a big idea for an advertising or promotional campaign?
Fractional CMOs don’t just provide strategy and marketing operations leadership — they can also provide creativity and ingenuity. Many have decades of experience (and a few awards) from working with national and global brands at creative agencies, or from leading creative teams at major corporations. With this experience comes a unique understanding of what works and what doesn’t in various sectors and target markets, allowing them to generate powerful ideas that will engage potential customers and convert them into loyal ones.
Are you launching a new product?
Consider hiring a fractional CMO to map out your go-to-market (GTM) strategy. They can help you define and communicate your value proposition; identify the target customers. determine the channels, content and tactics you’ll use for marketing and sales; and finally, measure results. Of course, this plan must also be implemented. A fractional CMO can operationalize your GTM strategy from start to finish with an actionable plan that all teams can follow.
A credit company in the prepaid card arena planned to expand their business by creating a line of products aimed at consumers, a dramatic addition to their established B2B model. The effort to build brand awareness and sales among consumers was no small task. They needed to quickly make a significant shift in their go-to-market strategy and establish a compelling brand consumers would recognize and demand.
Freeman+Leonard, with a strong bench of CMO talent, hand-picked the perfectly qualified leader to take on this challenge for the company, developing the brand positioning, messaging and launch plan, and uniting the existing corporate leadership to support the plan.
When the launch and initial oversight were complete, this company was able to continue the GTM plan internally and their Freeman+Leonard fractional CMO became a resource to consult as needed.
In short, anytime you’re pivoting, launching or needing a big idea or extra leadership, but don’t require it year-round, a fractional CMO should be your solution.
How do you work with a fractional CMO?
There are many flexible and affordable ways to engage the services of a fractional CMO.
One approach, which we at Freeman+Leonard call a “Recurring CMO,” is to bring them in for an annual planning meeting or a project to develop your marketing strategy. They can then return for a monthly or quarterly meeting to ensure that strategy is successfully implemented. Your “Recurring CMO” can also be retained for a certain number of hours per month.
Executive-level marketing leadership can be affordable and effective without the need to hire someone full-time. Maybe you can’t afford a $400,000 salary, but you might be able to afford 40 hours per month with a CMO.
With fractional CMOs, you can get a $400K marketing leader without the $400K salary.
There is no limit to the number of ways you can design your own fractional CMO engagement. At Freeman+Leonard, we can find the ideal fractional CMO for your needs and package their services in the way that works best for your business.
How do you know whether you need a fractional or full-time CMO?
With so many ways to access marketing talent, it can be tough to know which model best suits your needs. Is it to hire and build out a full-time marketing team? Hire an agency? Or do you really need to just bite the bullet and hire a full-time CMO?
To help you decide, our team recommends first reviewing your 2023 goals, broken down by quarter. What are your pain points? What do you want to achieve? Do you know how you’ll get there?
A fractional CMO can help you review these objectives and determine the timelines, budgets, team members, strategies and tactics needed to achieve them — so we often recommend bringing one in immediately for this planning phase.
If your goals seem shorter-term, a fractional CMO can quickly help you make real progress and see you across the finish line, so don’t hesitate to engage the services of one.
But if your goals are much longer-term, a permanent role may be most effective. A fractional CMO can help you get the wheels turning while you start searching for a permanent hire.
No matter what you decide, the talent experts at Freeman+Leonard can help. We have access to many thousands of experienced marketers across the country, including dozens of executive-level consultants, many of whom are former CMOs themselves.
Don’t hesitate to reach out to our team for more information. Contact us to start a conversation today, no strings attached.