Start-Up Marketing Mistakes You Can’t Afford: Stop Hiring a Marketing Unicorn

One of the most common issues I see in early-stage start-ups is how they approach building their first marketing team. It usually starts with good intentions: the team is growing, product-market fit feels close (or already there), and now it’s time to "do marketing properly."

The next step? Hiring a Head of Marketing.

So, someone writes the job spec. And more often than not, it reads like this:

“We’re looking for a strategic marketing leader who can plan and execute campaigns, build landing pages, write content, manage paid ads, launch PR, run email, grow our brand, analyse data, own SEO, and also be a motivational force across the business.”

Sound familiar?

This is what I call the “Marketing Unicorn” trap—and it’s something that can seriously stall your growth if not addressed early.

The Problem with the Unicorn Approach

It might seem efficient to have one person do everything, especially when budgets are tight. But in reality, you're not hiring a marketer — you’re hiring a marketing department in one person. And that rarely ends well.

Expectations become unmanageable, the person burns out quickly, and performance suffers. They’re being pulled in too many directions to make a real impact in any one area. It’s not a matter of competence — it’s often a mismatch between the company’s needs and the way the role has been scoped.

What founders really need at this stage isn’t a unicorn. It’s clarity.

So, What Should You Do Instead?

If you're planning your first marketing hire, here’s a better way to approach it:

Start by being honest about what will move the needle most for your business in the next 6–12 months. Is your top priority brand awareness? Lead generation through paid media? Developing strategic partnerships? Whatever it is, your first marketing hire should be able to focus deeply on that — not spread themselves across everything.

Rather than expecting one person to be a jack of all trades, hire for depth, not breadth. For example, if performance marketing is the main driver of growth, look for someone who has a solid track record in that area. If you’re brand-first, bring in someone with experience building narratives, tone of voice, and engaging campaigns.

In some cases, the founder still needs to act as the generalist — someone to pull the pieces together and test different approaches before investing in a full-time hire. Or, you can bring in fractional support to help shape the strategy and build the right foundation while keeping things lean and agile.

Think Clarity Over Capability Lists

To illustrate this, think of two versions of a job spec:

❌ The Fantasy Spec:
A 12-point wishlist that includes everything from email marketing and content to analytics, PR, SEO, and more.

✅ The Realistic Version:
Three or four core priorities, shaped around your biggest growth lever — and aligned to what success looks like for your stage of business.

This shift in thinking doesn’t just help you hire better. It helps your new team member focus on making an impact, instead of constantly firefighting across multiple disconnected tasks.

Final Thought

Hiring your first marketer is a pivotal moment in any start-up’s journey. But it’s not just about filling a role — it’s about setting someone up for success.

Before you put the job ad out, take the time to clarify:

• What’s your most urgent marketing challenge right now?
• Do you need a specialist or generalist?
• Do you have the right environment for them to succeed?
• And are you truly ready for a full-time hire, or do you need support in a more flexible way?

If you’re not sure where to start, you’re not alone. Many founders face this exact challenge — and the solution often isn’t bigger budgets or broader specs. It’s sharper focus.

Need help figuring out what type of marketing hire your start-up really needs?
Feel free to reach out — or follow along for weekly, practical insights on how to build a marketing function that actually scales.

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