Fractional Marketing Director vs a Full Time Hire: The Real Costs.
What a marketing director actually costs a UK business once salary, on costs and recruitment are included, and when a fractional or consultancy model makes more sense.
At some point most growing businesses realise the problem is not the doing, it is the direction. Campaigns run, agencies deliver, and nobody senior is joining it up. The usual answer is to hire a marketing director. It is not always the right one.
What a full time marketing director really costs
Salary
A capable marketing director in the UK outside London typically sits between £65,000 and £95,000, higher in London and higher again in competitive sectors.
Employer on costs
National insurance, pension, holiday cover and benefits usually add roughly 20 to 25 percent on top of salary.
Recruitment
Agency fees are commonly 15 to 25 percent of first year salary, plus the time your team spends interviewing.
Ramp up
Three to six months before a new senior hire is fully effective, and a real risk of a costly mis hire at this level.
The honest total
A £75,000 marketing director rarely costs £75,000. Once on costs and recruitment are included, the first year commonly lands between £105,000 and £120,000 before any marketing budget is spent.
What a fractional marketing director costs
A fractional director works with you for an agreed number of days a month. You get senior thinking, strategy, planning and oversight of delivery, without a permanent salary, on costs, recruitment risk or notice period.
Typical engagement
One to four days a month for strategy, planning, reviews and supplier oversight, usually on a rolling agreement.
Typical cost
A fraction of the fully loaded cost of a permanent hire, with the commitment scaling up or down as the business changes.
Speed
Working within weeks rather than months, with no recruitment cycle and no ramp up.
When a full time hire is the right call
- 1
You have an internal marketing team of three or more people who need daily leadership.
- 2
Marketing is your primary growth engine and needs constant, hands on ownership.
- 3
The role involves deep, daily involvement in product, sales and customer decisions.
- 4
You have the budget to absorb the fully loaded cost without squeezing the marketing budget itself.
When fractional or consultancy wins
- 1
You have one or two marketers, or an agency, and no senior person setting direction.
- 2
You are unsure what the strategy should be, which is the worst moment to commit to a permanent salary.
- 3
You need to fix measurement, positioning and priorities before scaling spend.
- 4
You want to build the capability in your own team rather than depend on an outside supplier forever.
Buy the thinking before you buy the headcount. It is cheaper to be wrong for three months than for three years.
How we work at Rha Marketing
We offer both routes. Done for you delivery when you want an agency to execute, and consultancy or fractional leadership when you want strategy, structure and training built into your own team. Plenty of clients start with one and move to the other as they grow.
Frequently asked questions
What is a fractional marketing director?
A senior marketing leader who works with your business for an agreed number of days each month, setting strategy and overseeing delivery, without being a permanent employee.
How much does a fractional marketing director cost in the UK?
Pricing is normally based on days per month, so the cost scales with the level of involvement. It is typically a fraction of the fully loaded cost of a permanent director, and it can be scaled up or down as needs change.
Can a fractional director manage our existing agencies?
Yes. Holding suppliers to account, agreeing measurement and making sure the work adds up to a strategy is one of the most valuable parts of the role.
Does it work for smaller businesses?
It is often the best fit for smaller businesses, because it gives access to senior experience at a level they could not justify hiring permanently.
Not sure which you need?
Tell us what your team looks like today and what you are trying to reach, and we will tell you honestly whether you need an agency, a consultant or a hire.