When to bring in a freelance marketing director (and when not to)

When to bring in a freelance marketing director (and when not to)

SMEs are the backbone of the UK economy but running and growing one is becoming increasingly challenging. Many of the business owners I speak to aren’t short on effort, they’re juggling delivery, people, and growth, but they are dealing with some very practical marketing challenges.

It often starts with a question or thought lingering in the background: 'Are we visible enough to the right customers? Are we attracting the right work? Do we really understand why customers choose us?'

When you’re asking yourself those types of questions, it’s rarely because there’s no marketing happening. More often, it’s because you’ve grown organically and reached a point where strategy and direction start to matter more than activity.

These aren’t tactical problems. They’re signals that structure, focus, and leadership are becoming increasingly important, and that’s usually the moment when bringing in a freelance marketing director starts to make sense.

When a freelance marketing director can really help

In many SMEs, marketing isn’t failing, the challenges arise as things evolve and it’s evident there’s no clear ownership. Over time that can lead to challenges, just as the business is trying to grow or taking it’s next strategic step.

It often starts with visibility. You’re good at what you do, clients are happy, and referrals still come in, but new enquiries aren’t consistent. Growth relies more on your past performance and reputation, rather than on deliberately generating or nurturing leads.

Then there’s the work you’re attracting. Many SMEs stay busy, but not always with the right work or for the right customers. Margins feel tight, teams are stretched, and saying no feels harder than it should.

Add to that reactive decision-making, with bursts of marketing activity driven by quiet periods, internal pressure, or external suggestions, and it becomes difficult to see what’s really working and where to focus next.

At a certain point, the challenge isn’t execution. It’s strategy and decision-making. That’s typically where senior marketing leadership adds the most value.

A quick self-check: where are you right now?

If you’re unsure whether senior marketing support would help, a simple self-audit can help you identify what’s working well, or where needs improvement or support.

Below are five quick statements. Score each one 1–3:

1. = No, not really

2. = Somewhat / inconsistent

3. = Yes, clearly and consistently

Mini marketing audit

• We generate consistent new enquiries without relying solely on referrals

• We attract the right type of work and price confidently for the value we deliver

• Marketing activity is guided by a clear plan, not just reactive decisions

• We understand which marketing activities are working and why

• There is clear ownership of marketing direction and priorities

Add up your score (out of 15).

What your score usually means

12–15: You have clear, focused foundations. Marketing is supporting the business intentionally. The priority is consistency and refinement.

8–11: There’s a mixed picture. Some things are working, but others lack clarity or structure. This is often the point where a strategic review helps unlock momentum.

Below 8: Marketing effort exists, but clarity and leadership are likely holding it back. This is typically where senior marketing input makes the biggest difference.

Want a fuller picture?

This mini audit is just a snapshot to give you a high-level feel for where your marketing efforts might be. I’ve created a more detailed SME Marketing Self-Audit, covering strategy, customers, pricing, channels, resources, and measurement - all designed to help you pinpoint exactly where clarity is missing and what to focus on next.

👉 Access the full audit here

(Includes scoring guidance and suggested next steps)

Making the right decision for your business

Bringing in a freelance marketing director isn’t about adding noise or cost. It’s about helping SMEs make better decisions, attract the right customers, and build growth that feels intentional rather than reactive.

If these questions resonate, you’re not alone, and you don’t have to solve them all at once.