What Marketing Strategy Work Should Your New Hire Own?
A Marketing Strategist helping a B2B startup generate its first qualified leads has different priorities from someone developing brand positioning or planning growth across established marketing channels.
The right candidate depends on your business goals, current marketing performance, and the strategic decisions you need them to make.
| Marketing Strategy Focus |
Best For |
Primary Responsibilities |
| B2B Marketing and Demand Generation Strategy |
SaaS companies, professional services firms, and businesses with longer sales cycles |
Defining target accounts, developing demand generation plans, aligning marketing with sales, and improving lead quality |
| Brand Positioning and Go-to-Market Strategy |
Startups launching products, businesses entering new markets, and companies refining their positioning |
Conducting market research, developing messaging, identifying competitive advantages, and planning product launches |
| Digital and Multichannel Marketing Strategy |
Companies investing across SEO, paid advertising, email marketing, and social media |
Evaluating channel performance, allocating budgets, coordinating campaigns, and developing integrated marketing plans |
| Customer Lifecycle and Retention Strategy |
Subscription businesses, e-commerce brands, and companies seeking stronger customer engagement |
Analyzing customer journeys, identifying retention opportunities, developing lifecycle strategies, and improving customer communications |
Some experienced Marketing Strategists work across several of these areas, particularly when they've helped companies build marketing programs from the ground up.
For example, a B2B software company with strong website traffic but limited qualified leads may need someone who understands demand generation, positioning, conversion optimization, and sales alignment.
Meanwhile, an e-commerce business preparing to enter a new market may prioritize customer research, brand positioning, channel selection, and budget planning.
Before hiring, identify the marketing decisions your new employee will own and the business outcomes they'll be expected to influence.
How Should a Remote Marketing Strategist Fit Into Your Marketing Team?
A remote Marketing Strategist can work directly with your leadership, marketing, sales, and product teams to develop marketing plans that support business objectives.
The arrangement works best when the strategist understands your company's commercial priorities and has access to the information needed to make informed recommendations.
Define Strategy and Execution Responsibilities
Your Marketing Strategist may own market research, positioning, channel selection, campaign planning, and performance analysis.
Marketing Managers and channel specialists may then execute those plans through paid advertising, content, email, and other marketing activities.
For smaller organizations, an experienced strategist may also manage selected campaigns.
Establish who develops the strategy, who executes the initiatives, and who approves budgets and major marketing decisions.
Connect Marketing Strategy to Business Goals
A strong marketing strategy should reflect what your company is trying to accomplish.
For example, a SaaS business focused on increasing annual recurring revenue may need a strategy that improves qualified pipeline generation, conversion rates, and customer retention.
Your strategist should work with leadership to establish priorities, select relevant performance indicators, and recommend where marketing resources will have the greatest impact.
Build Collaboration With Sales and Other Teams
Marketing strategies frequently depend on information from multiple departments.
Your strategist may collaborate with:
- Sales teams to understand lead quality and conversion challenges.
- Product teams to develop positioning and launch plans.
- Finance leaders to evaluate budgets and marketing investments.
- Content and creative teams to coordinate messaging.
- Marketing specialists to monitor campaign execution and results.
Regular communication helps ensure strategic decisions translate into coordinated marketing activities.
Related Roles to Consider
Depending on your company's marketing needs, you may also benefit from hiring:
- Marketing Manager: For companies needing someone to manage daily marketing operations, campaigns, and team coordination.
- Growth Marketing Manager: For businesses prioritizing customer acquisition, experimentation, conversion optimization, and measurable growth.
- Market Research Analyst: For companies requiring deeper market analysis, customer insights, and competitive intelligence.
- Fractional CMO: For organizations seeking senior marketing leadership and strategic direction on a fractional basis.
A Marketing Strategist is generally a strong fit when your company needs dedicated expertise connecting market opportunities, customer needs, and business goals to a practical marketing plan.
How to Evaluate Marketing Strategist Candidates
A strong Marketing Strategist should be able to analyze business challenges, identify opportunities, prioritize investments, and explain how marketing activities contribute to company goals.
The strongest candidates can connect strategic recommendations to measurable business outcomes.
A practical assessment can help reveal those abilities.
Consider this scenario:
Your B2B SaaS company has increased website traffic by 30% over the past six months, but qualified demo requests have remained relatively flat.
Your marketing team currently invests in SEO, paid advertising, and email campaigns.
Leadership wants a strategy to improve pipeline generation over the next two quarters.
Ask candidates how they'd investigate the situation, identify opportunities, prioritize channels, and allocate the available marketing budget.
Use the following evaluation scorecard:
| Evaluation Area |
What Strong Candidates Demonstrate |
| Market Research and Customer Understanding |
They identify target audiences, analyze customer needs, evaluate competitors, and recognize relevant market opportunities. |
| Strategic Planning and Prioritization |
They connect marketing initiatives to business objectives, establish priorities, and develop actionable plans with clear responsibilities. |
| Channel Selection and Budget Allocation |
They evaluate marketing channels, understand performance trade-offs, and recommend investments based on business goals and available evidence. |
| Marketing Analytics and Performance Measurement |
They interpret campaign data, understand funnel metrics, identify performance gaps, and establish relevant KPIs. |
| Communication and Cross-Functional Leadership |
They explain recommendations clearly, align stakeholders, coordinate marketing teams, and adapt strategies as business priorities change. |
Pay particular attention to how candidates approach uncertainty.
For example, if website traffic is growing while conversions remain flat, an experienced strategist should investigate traffic quality, audience targeting, landing page performance, messaging, and the conversion process before recommending additional investment.
For senior positions, assess their experience managing budgets, influencing leadership decisions, and coordinating strategies across multiple marketing functions.
What Should a Marketing Strategist Accomplish in the First 90 Days?
The first three months should help your new Marketing Strategist understand your business, evaluate existing marketing performance, and establish a practical plan for improvement.
Days 1–30: Understand the Business and Marketing Performance
During the first month, the strategist should:
- Review your company's business goals and target audience.
- Analyze existing marketing channels and campaigns.
- Evaluate current performance metrics.
- Meet with marketing, sales, and leadership teams.
- Identify important opportunities and performance gaps.
Days 31–60: Develop and Present a Marketing Strategy
By the second month, your strategist should begin presenting recommendations based on their findings.
This could include refining audience targeting, adjusting channel priorities, improving positioning, or developing a new demand generation plan.
The strategy should include measurable objectives, proposed initiatives, budget considerations, and implementation responsibilities.
Days 61–90: Begin Execution and Measure Early Progress
By the third month, the strategist should be coordinating approved initiatives and evaluating initial performance.
Useful indicators include:
- Completion of an actionable marketing plan.
- Alignment between marketing activities and business priorities.
- Progress on agreed strategic initiatives.
- Quality of reporting and performance analysis.
- Collaboration with marketing and sales teams.
The goal is to establish a clear marketing direction supported by evidence, measurable priorities, and coordinated execution.
How South Has Helped Companies Build Their Marketing Teams
Finding marketing professionals who understand both strategy and execution can make a meaningful difference for growing businesses.
Here are two examples of how South has helped companies strengthen their marketing capabilities with Latin American talent.
A Leadership Development Firm Hired a Growth Marketing Manager for $3,000 per Month
A leadership coaching company needed an experienced marketing professional who could develop a comprehensive digital marketing strategy and support revenue growth.
Through South, the company hired Maria Claudia, a Colombian marketing professional with experience in brand management, growth marketing, and team leadership.
Her responsibilities included developing a data-driven marketing plan, managing paid advertising, supporting LinkedIn lead generation, and coordinating content distribution.
The placement gave the company access to a marketing professional with experience across strategic planning and campaign execution.
Read the full success story.
Nibble Studio Built a Five-Person Marketing Team in 25 Days
Nibble Studio, an Austin-based short-form content studio, needed to expand its marketing execution capacity as campaign demand increased.
South helped the company hire a Senior Media Buyer and four Marketing Assistants in just 25 days.
The new team provided additional support for campaign execution and marketing operations while helping the company achieve approximately 66% cost savings compared with equivalent U.S. hires.
The experience demonstrates how companies can build dedicated marketing teams around their growth priorities.
See how Nibble Studio built its marketing team with South.
Turn Your Marketing Goals Into a Growth Strategy With South
More traffic, stronger brand awareness, better leads, and higher customer retention are all valuable goals. The challenge is deciding which opportunities deserve your team's time and investment.
A dedicated Marketing Strategist can help your business connect those priorities to a practical plan.
South helps U.S. companies hire full-time, pre-vetted Marketing Strategists from Latin America, matched to their industry, marketing objectives, technical requirements, and seniority.
Whether you're developing a new go-to-market strategy, improving demand generation, or coordinating marketing across multiple channels, we can help you find professionals with relevant experience.
You'll benefit from overlapping U.S. working hours, English-screened candidates, a consolidated monthly invoice, no minimum commitments, and a free replacement guarantee.
Schedule a call with South and find a Marketing Strategist who can help turn your business goals into an actionable marketing plan.
Frequently Asked Questions (FAQs)
When Should a Company Hire a Marketing Strategist?
A dedicated Marketing Strategist becomes valuable when your business needs clearer marketing priorities, better coordination between channels, or a structured approach to growth.
Common hiring triggers include entering new markets, launching products, experiencing inconsistent lead generation, and managing increasing marketing budgets.
The role is especially useful when leadership needs someone to evaluate opportunities and develop plans that align marketing activities with business objectives.
Should I Hire a Marketing Strategist or a Marketing Manager?
A Marketing Strategist generally focuses on research, positioning, channel planning, resource allocation, and long-term marketing priorities.
A Marketing Manager typically oversees campaign execution, team coordination, deadlines, and day-to-day marketing operations.
Some professionals have experience across both areas, particularly in smaller organizations.
Choose according to whether your primary need involves developing marketing direction or managing its execution.
Can One Marketing Strategist Manage Multiple Marketing Channels?
Yes. An experienced Marketing Strategist can coordinate plans involving SEO, paid advertising, email marketing, social media, and content.
Their effectiveness depends on the complexity of your campaigns and the execution resources available.
Companies with substantial marketing activity may also need dedicated channel specialists to implement and optimize individual initiatives.
How Do You Measure a Marketing Strategist's Performance?
Performance should be evaluated against the business objectives assigned to the role.
Relevant indicators may include:
- Marketing-qualified leads and sales-qualified leads.
- Pipeline contribution.
- Customer acquisition cost.
- Conversion rates.
- Marketing campaign performance.
- Customer engagement and retention.
- Progress against strategic priorities.
Some results take longer to develop, particularly when strategies involve brand positioning, SEO, or entering new markets.
Evaluate both the quality of strategic decisions and the business outcomes they influence.
Should I Hire a Junior, Mid-Level, or Senior Marketing Strategist?
Junior professionals may support market research, reporting, competitive analysis, and campaign planning under supervision.
Mid-level strategists can independently manage planning processes, evaluate channel performance, and recommend improvements.
Senior Marketing Strategists are better suited to complex budgets, company-wide marketing direction, market expansion, and strategic collaboration with leadership.
Choose seniority based on the complexity of your marketing challenges and the independence the position requires.
Can a Remote Marketing Strategist Work With Our U.S. Team?
Yes. Marketing Strategists based in Latin America can collaborate directly with U.S. leadership, sales, product, and marketing teams.
Overlapping working hours make it easier to coordinate planning sessions, review performance, discuss campaign priorities, and respond to changing business needs.
Look for candidates with strong English communication skills, relevant market experience, and an understanding of your target customers.
Does a Marketing Strategist Need Experience in Our Industry?
Industry experience can be particularly valuable when your company operates in a specialized market, serves a technical audience, or has complex buying processes.
However, candidates with strong research skills and relevant experience solving similar marketing challenges may also perform effectively.
Evaluate their understanding of your customers, sales cycle, positioning requirements, and marketing channels.
Prioritize the experience that directly relates to the strategic problems your company needs to solve.
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