Hiring a CMO 

An impossible task?

Rob Moffat
May 27, 2014 · 3 min read
  • The product skills to be a good growth hacker
  • The creative visual mind to create a strong brand identity
  • The writing skills to create and edit great content
  • The experience and discipline for strong SEO
  • The knowledge base on Display/native/affiliate to navigate a complex and sometimes murky space
  • The network and interpersonal skills for good PR
  • The abstract thinking to draw insight out of funnel and conversion analytics, and turn this into action
  • The focus and organizational ability to deliver world-class CRM
  • The agency network and experience to run effective offline campaigns
  • Finding someone who really has their finger on the pulse. Marketing is marvellously complex and the pace of innovation and change is rapid. It is very easy to get stuck with methods that are/were working well and miss new innovation.
  • Marketing is a harder area than most to weed out people who just talk a good game from those who really get things done .
  • Skip experience. Hire very smart young people who will work hard and learn fast. The argument being that marketing changes so fast that you are almost better learning it from scratch.
  • Hire ex-founders. People who have grown their own business through sweat and blood. Might lack knowledge base in some areas but will be imaginative and frugal, wih a broad set of skills.
  • Use consultants. Bring in experts on SEO / SEM / growth hacking for a burst of a few months, to set things up and train up junior team . Then bring them back every few months for a quick review. Can work well, but the danger as with all consultants is they write a great report which doesn’t translate into action. Also that it is very easy to criticise existing marketing, harder to fix it. The key is finding a really good person (get references), hiring them for long enough to make a difference, and having clear responsibility in your team to take this forward.
  • Pay up. Hire great full time people in all key marketing areas. Only really feasible post Series B…

Growth Hacking, Marketing and Venture Capital

Notes as I scratch the surface of three nascent & hard…

Rob Moffat

Written by

Partner at Balderton Capital in London, working with Zego, Wagestream, Cleo, Carwow, Mojiworks, Primer, PlayPlay, Dream. Formerly Google & Bain.

Growth Hacking, Marketing and Venture Capital

Notes as I scratch the surface of three nascent & hard industries

Rob Moffat

Written by

Partner at Balderton Capital in London, working with Zego, Wagestream, Cleo, Carwow, Mojiworks, Primer, PlayPlay, Dream. Formerly Google & Bain.

Growth Hacking, Marketing and Venture Capital

Notes as I scratch the surface of three nascent & hard industries

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