Fractional Marketing vs. Full-Time Hire: Which Is Right for Your Business?
When your business hits a critical growth point or needs stronger strategic marketing direction, the next step is clear, you need experienced marketing leadership. But should you hire a full-time marketing director or bring on a fractional marketer?
This decision isn’t just about budget, it’s about aligning the right level of expertise, flexibility, and focus with your business goals. In this article, we’ll break down the costs, flexibility, and impact of each option to help you make the best choice.
What’s the Difference?
Full-Time Marketing Director: A permanent employee who leads your marketing function day-to-day, usually working 40 hours a week with full salary and benefits.
Fractional Marketing Director: A senior-level marketing consultant who works part-time or on a project basis. You gain strategic leadership and execution support, without the commitment of a full-time role.
Cost Comparison
Full-Time Hire:
Annual salary typically ranges from £80,000–£150,000 (or more, depending on location and industry)
Plus: employer pension contributions, bonuses, benefits, training, and other overheads
Total cost often exceeds £100k annually
Fractional Marketer:
Costs are based on a fixed monthly rate or day rate
Typically ranges from £1,500–£8,000/month depending on scope and time commitment
No long-term contracts, employer taxes, or added overheads
Winner on Cost Efficiency: Fractional Marketer
You get senior-level insight and leadership at a fraction of the price.
Flexibility
Full-Time Hire:
Fixed hours, fixed cost
Less adaptable during slow periods or transitions
Harder to scale up/down quickly
Fractional Marketer:
Flexible hours and project scope
Scalable depending on your growth or campaign cycles
Ideal for temporary leadership, growth phases, or restructuring
Winner on Agility: Fractional Marketer
You only pay for what you need, when you need it.
Impact & Strategic Value
Full-Time Hire:
Can be deeply embedded in the business
Strong internal relationships
Available for day-to-day management and long-term initiatives
Fractional Marketer:
Brings external perspective and cross-industry experience
Quick to identify gaps and recommend changes
Often more focused on strategic outcomes and efficiency
Great for businesses lacking internal marketing leadership or needing a reset
It Depends:
If you need deep operational management, a full-time hire might suit.
If you need strategic clarity, executional oversight, and faster results—a fractional marketer is often the smarter choice.
Final Thoughts
Hiring a fractional marketing director is an excellent option for businesses that want strategic leadership without the high cost and long-term commitment of a full-time executive. You gain fresh perspective, faster implementation, and results-driven insight that’s focused entirely on growth.
If you're considering fractional support and want to understand how it could work in your business, let's talk. I offer strategic marketing leadership tailored to your stage of growth, with a focus on ROI, efficiency, and long-term success.
