Are You Asking Too Much of Your Marketing Staff?
The truth is, no single person can handle every aspect of marketing, and expecting them to is a recipe for frustration.
Many advisory firms mistakenly believe they can hire one person to handle all of their marketing needs. In my experience, that almost never works. Let’s look at two common roles firms often hire for:
1. A Marketing Coordinator
A marketing coordinator is great for managing day-to-day marketing administration. They can coordinate events, handle email marketing, post on social media, and even create basic graphics using Canva or AI tools. However, they typically aren’t equipped to provide strategic insight, make recommendations, or take on specialized roles like content creation. That leaves a gap that the senior advisor or owner often ends up filling, or one that requires outside marketing support.
2. A Marketing Director
A marketing director excels at high-level strategy, building partnerships, and designing campaigns. They can often handle much of the content creation as well, especially with the assistance of AI. But you can’t expect them to manage the day-to-day execution a coordinator would handle. You’ll still need someone to take on those tasks. And because marketing directors operate at a higher level, they often want to bring in outside agencies for specialized projects such as video production or podcasting.
The takeaway? Don’t expect any single hire to cover all of your marketing needs. You’ll need multiple roles in-house or a mix of freelancers, agencies, and consultants to fill the gaps.
Kristen Luke
Founder of Kaleido Creative Studio and OnNiche®
We Want Your Take! Have you tried hiring one person to cover all of your firm’s marketing needs? Did you find gaps in what they could deliver, or did you build a team to balance strategy and execution? Join the conversation and share your ideas at the OnNiche® Public Square!