Should I Hire a Marketing Executive or a Marketing Consultant? Here's How to Decide
If you're a small business owner trying to figure out your next marketing move, you've probably asked yourself this question. Do you bring someone in-house? Hire a freelance marketing consultant? Or muddle through alone for another few months?
This guide breaks it down simply, so you can make the right call for your business, and your budget.
What's the Difference?
A marketing executive is typically an employed member of staff. They sit in your business full-time (or part-time), attend your meetings, and become part of your team. Hiring one usually means a salary, employer's NI, holiday pay, and a notice period if things don't work out.
A marketing consultant (sometimes called a freelance marketing consultant) works with you on a project or retained basis. You get senior-level expertise without the overhead of employment. They're in when you need them, focused on results, and accountable to outcomes rather than hours.
When Does Hiring a Marketing Executive Make Sense?
A marketing executive is the right hire if:
You have consistent, ongoing marketing tasks that need daily attention
You're ready to invest in a salary of £25,000–£35,000+ per year
You want someone embedded in your culture long-term
Your marketing needs are fairly well-defined
The challenge for most small businesses is that this is a significant commitment, and if you hire too early or hire the wrong person, it's costly to undo.
When Does a Freelance Marketing Consultant Make More Sense?
A marketing consultant is usually the smarter choice if:
You need senior expertise but can't justify a full salary
Your marketing needs vary month to month
You want strategy and execution - someone who can plan and do
You're launching something new and need momentum fast
You've tried doing it yourself and it's not working
A good freelance marketing consultant brings experience across multiple businesses and industries. You're not just getting one person's perspective, you're getting someone who's seen what works.
What Can a Freelance Marketing Consultant Actually Do For You?
This depends on who you hire, but a well-rounded consultant can cover:
Marketing strategy - auditing what's working and building a clear plan
Campaign management - email, social media, paid ads (Meta, Google)
Content marketing - blogs, social content, email newsletters
Website design - particularly if they specialise in platforms like Squarespace
Social media management - organic growth and paid campaigns
In short: everything a marketing executive would do, without the employment contract.
What About Cost?
A UK-based freelance marketing consultant typically charges between £350–£800 per day, or a monthly retainer depending on the scope. Compare that to the true cost of employing a marketing executive (salary + NI + holiday + recruitment fees) and for many small businesses, the consultant route wins - especially in the early stages.
So, Which Is Right For You?
Here's a simple way to think about it:
Ready to Talk?
If you're a small business in Leeds (or anywhere in the UK) and you're not sure where to start with your marketing, I offer 1:1 marketing strategy sessions designed to give you clarity fast.
Or if you need a Squarespace website that works as hard as you do, let's talk about that too.