How micro brands can structure their marketing teams

For many founder-led micro brands, marketing can feel a bit like a just-opened jigsaw puzzle - completely overwhelming, which piece to fit first, who should be doing it, how much resource should you allocate, and what’s the right balance between strategy and execution?

Unlike businesses with large marketing departments, smaller brands often don’t have the luxury of a full in-house team. But that doesn’t mean you can’t structure things effectively. The key is to think carefully about the kind of resource you really need, when you need it, and how flexible it can be.

In-house marketing resource: what level do you need?

At the very least, you need two kinds of skills covered:

• The “doing” - day-to-day delivery like managing social channels, creating content, sending email campaigns, updating your website, overseeing design work (e.g. packaging, ads and point of sale) and coordinating events.

• The “thinking” - higher-level strategic planning: shaping your brand, deciding which channels to invest in and building a marketing plan that supports your growth

Sometimes, one person can cover both, but often you’ll need a mix of junior execution and senior guidance.

Agency vs In-House vs Fractional Marketer

• Agencies will give you wide-ranging expertise offering a one-stop shop, but you’ll often be tied into a monthly retainer. Costs can spiral if you don’t have clarity on what you actually need.

• In-house hires can be great, but if you bring in someone too junior, they may lack strategic direction. Too senior, and they might not want to roll their sleeves up.

• Fractional marketers are a middle ground. You get senior input and a few days a week of hands-on work, without the cost of a full-time headcount.

• Hybrid models work too - for example, a junior in-house person mentored by an external senior marketer

Questions to ask yourself

When deciding what marketing structure is right, consider:

• Scalability: Do you need the ability to scale resource up or down? This is especially relevant if your business is seasonal

• Creativity: Do you have regular needs for creative output or is this more ad hoc?

• Audience mix: Are you selling to both trade and consumers? Each requires a different approach.

• E-commerce: If you’re DTC, you may need specialist support in areas like Shopify or digital advertising

• Email marketing: This is still one of the most powerful channels. Who is setting the strategy and who is sending campaigns?

• Social media: Do you keep it in-house for authenticity, or outsource to save time?

Consider your brand’s life stage

• Start-up / early stage - focus on laying strong brand foundations. Don’t rush into tactics without clarity on who you are, what you stand for, and how you’re different. Strategic thinking is key

• Growth /established stage - shift into more promotional, collaborative activity. Work with partners, run campaigns and invest in channels that drive measurable results.

Final thoughts

The traditional model of hiring a Brand manager isn’t the only option anymore. Think flexibly: outsource what you can, bring in expert support where you need it and keep control of the areas that matter most to your brand.

Above all, have a plan. With the right mix of people and expertise - whether in- house, fractional, or agency - you’ll set your brand up not just to market, but to grow.