Fractional vs. Full-Time Marketing Hires: A Practical Guide from Ashley Atkinson-Leon
When businesses need marketing expertise, the decision between hiring a full-time employee and bringing in a fractional consultant can be daunting. Ashley Atkinson-Leon, who spent 15 years as an in-house marketer and now runs her own fractional marketing practice, has seen both sides of the equation. In this interview, she breaks down the considerations that often get overlooked.
The Usual Advice Doesn't Always Fit
Atkinson-Leon notes that the standard advice for hiring marketing help often assumes a one-size-fits-all approach. She explains that the decision depends on a company's specific needs and circumstances. "Does the company need someone available 24/7? Do they have the budget for a full-time hire plus benefits (which are often worth about $20,000 themselves)? Are they looking for someone to manage an entire team?" she asks. These are just a few of the questions she recommends asking before deciding.
She also points out that the choice isn't always binary. "Do they only need to outsource part of their marketing function? Do they need a strategic leader who can help their less experienced in-house marketing employees?" she adds. The answers to these questions can clarify whether a fractional arrangement or a full-time hire is more appropriate.
What Most Pages Leave Out
Many articles on fractional vs. full-time marketing focus on cost, but Atkinson-Leon says there's more to consider. "Are they looking for this person to be an on-site embedded part of the team or could monthly meetups work while doing the rest of the work remotely? Do they want someone who is a specialist in one area or a generalist who knows a little bit about everything?" she says. These factors can significantly impact the success of the engagement.
Atkinson-Leon speaks from experience: "I was an in-house marketer for 15 years and I now do all the same kind of work as a contractor, but it is often a huge cost savings for the company to hire me fractionally, especially when they are looking for senior expertise." This insight highlights that fractional work isn't just for small businesses; it can be a strategic choice for companies seeking high-level skills without the overhead of a full-time executive.
Don't Rush the Decision
When it comes to signing with a marketing consultant, Atkinson-Leon advises caution. "I think I would recommend doing due diligence before making the decision," she says. She suggests a thorough vetting process: "Conduct at least one or two interviews (ideally with different members of the team), check their LinkedIn recommendations, view their portfolio or website, and decide whether the budget works." This approach helps ensure that the consultant's skills and working style align with the company's needs.
Practical Takeaways
For businesses weighing their options, Atkinson-Leon's advice boils down to self-assessment and careful evaluation. Start by defining what you need: Is it strategic leadership, hands-on execution, or both? Consider your budget, including the true cost of benefits for a full-time employee. Think about how embedded you want the marketer to be and whether remote work is feasible. Finally, take the time to interview candidates thoroughly and check references.
As the marketing landscape evolves, fractional arrangements offer flexibility and access to senior talent. But as Atkinson-Leon emphasizes, the key is to match the solution to the specific situation—and to do your homework before making a commitment.
For more information about Ashley Atkinson-Leon and her fractional marketing services, visit her website.