We have this conversation regularly – the Founder or CMO starts with, ‘we need to take performance marketing in-house…..’
Why?
It’s a regular conversation and not just a passing trend; it is a strategic move to gain greater control over data, budgets, and brand voice. If you’re a hiring manager or a performance marketer, understanding this shift is vital when considering your next steps.
Own your results – key to success
In my conversations with CMOs / Heads of Digital and business owners, a common theme emerges: ownership. When a company uses an agency, they often feel one step removed from the day-to-day activity. By bringing the function in-house, businesses gain full control over their accounts and real-time data.
Companies are now looking for hands-on talent who live and breathe the brand every day. They want specialists who are not splitting their time across multiple clients, but instead are focused entirely on one set of goals. This leads to faster decision-making and a deeper understanding of the customer journey.
Building an in-house performance marketing function – here’s how
If you are a business owner or hiring manager looking to make this transition, the first question is usually: where do I start? Based on the successful placements I have made, I typically see three main approaches:
• The junior hire:
A cost-effective way to begin. You hire a junior specialist to execute campaigns and manage daily tasks, while retaining an agency on a smaller retainer for high-level strategic support.
• The mid-level manager:
A popular choice for SMEs. You hire someone who can execute campaigns immediately, but who also has the potential to grow into a strategic leader as the business scales.
• The senior leader:
For larger D2C / Consumer lead businesses, hiring a Performance Marketing or Acquisition lead is often the first step. This person sets the strategy from day one and then builds a specialised team beneath them but the focus here is to engage the audience and build from there.
What businesses need to consider
Moving your marketing in-house is a significant commitment. Before you begin interviewing, I recommend reviewing a few key areas:
1. Technology and tools:
Do you have the right tech stack to support an internal team? You will need ownership of your tracking, attribution, and reporting tools.
2. Data ownership:
Make sure you have full access to your historical data from your current agency, so your new hire can hit the ground running.
3. Culture and support:
Performance marketers thrive when they can collaborate closely with creative and data teams. Ensure your internal structure allows for this.
Hiring advice!
For performance marketers, this shift is great news. Moving in-house often allows you to see the long-term impact of your work. You can track how campaigns affect the bottom line over months and years, rather than focusing solely on weekly reports.
It also offers the opportunity to build something from the ground up and grow alongside a brand but agency side performance / growth marketing talent need to be mindful – showcasing you pay attention, care and consider the end result of campaigns you run are key to securing that move client side!
