Should you hire a fractional digital marketer?

If you’re a marketing manager or business owner in New Zealand trying to grow your digital presence, you’ve probably faced this dilemma:

• Do you hire a junior digital marketer in-house?

• Or do you bring in a fractional digital marketer—a senior-level expert working with you part-time or on contract?

Both options have merits, but they serve very different needs. Making the wrong choice can cost months of budget and momentum. This article breaks down the key differences, pros and cons, and what to look for before making the decision.

Understanding the Two Options

What is a Fractional Digital Marketer?

A fractional digital marketer is essentially a highly experienced marketing strategist who works with you on a part-time or project basis. They usually specialise in performance marketing, analytics, and growth strategy, often managing paid ads, SEO, conversion rate optimisation, and marketing automation.

They’re called “fractional” because you get a fraction of their time, rather than hiring them full-time.

What Does a Junior Digital Marketer Do?

A junior marketer is usually an in-house employee focused on content creation, social media, email campaigns, and basic ad management. They’re often early in their career and still learning, making them better suited to execution rather than strategy.

The Key Skill Divide: Technical vs. Creative

At the heart of the decision is what type of marketing you need most.

Technical/Analytical Marketers

• Excel at campaign optimisation, tracking, and data interpretation.

• Skilled in Google Ads, SEO, attribution modelling, and testing strategies.

• Focus on measurable outcomes such as ROAS, cost per acquisition (CPA), or lead generation.

Creative/Content Marketers

• Skilled in copywriting, design, and brand storytelling.

• Focus on organic social media, newsletters, blog content, and community engagement.

• Measure success with reach, engagement, and brand sentiment, which are harder to tie directly to revenue.

A fractional digital marketer almost always sits in the technical category, whereas a junior marketer typically fits the creative category.

Pros and Cons: Fractional Digital Marketer

Pros

1. Immediate Expertise
   Fractional marketers are usually senior-level professionals who have managed large budgets and worked across multiple industries. They know what works, which saves you the cost of trial-and-error.

2. Data-Driven Decision Making
   They’re fluent in analytics, able to set up proper tracking (Google Analytics 4, Tag Manager, enhanced conversions) and translate performance data into actionable insights.

3. Access to Tools & Processes
   A good fractional marketer brings their own toolkit—ad optimisation platforms, SEO software, and reporting dashboards. This means you don’t have to spend months onboarding new systems.

4. Strategic Guidance
   They don’t just run ads; they set strategy, test hypotheses, and adapt quickly to platform changes (e.g., cookie deprecation, AI-driven bidding).

5. Cost-Effective for Senior Expertise
   Hiring a senior digital marketer full-time can cost well over NZD $120k annually. A fractional marketer provides senior-level support at a fraction of that cost.

6. Faster Results
   Because they already know how to optimise campaigns, they’re able to ramp up faster and generate performance improvements sooner.

Cons

1. Not Always Hands-On with Creative
   Most fractional marketers aren’t designers or copywriters. They’ll often brief or guide others rather than create content themselves.

2. Limited Availability
   You’re buying a portion of their time. If you need daily, full-time attention, a fractional model won’t suit.

3. Requires Some Internal Support
   They work best when paired with someone who can handle execution—uploading organic posts, responding to social comments, or implementing day-to-day content changes.

4. Higher Hourly Rates
   Their hourly or project rates are higher than a junior marketer’s salary equivalent. However, the trade-off is faster, more strategic outcomes.

Pros and Cons: Junior Digital Marketer

Pros

1. Affordable Full-Time Resource
   A junior marketer’s salary (usually NZD $65k–$80k) is less than engaging a senior-level marketer full-time. They can handle multiple day-to-day marketing tasks without increasing costs.

2. Content & Brand Consistency
   Great for keeping your brand visible: posting regularly on social media, writing newsletters, updating your website, and managing events or PR.

3. Hands-On with Creative
   They’re more likely to create the actual social posts, graphics, or blog articles you need, rather than outsourcing those tasks.

4. Company Integration
   Being in-house, they live and breathe your brand. They understand your internal culture and can respond quickly to ad hoc requests.

5. Trainable for Long-Term Growth
   If you’re prepared to invest in training, they can grow with the company and eventually take on more responsibility.

Cons

1. Limited Technical Skills
   Most junior marketers have limited experience in analytics, paid ad optimisation, or SEO strategy. Expecting them to deliver strong ROI on Google Ads or Meta campaigns is risky.

2. Steep Learning Curve
   You may need to pay for external training, consultancy, or spend months letting them learn through trial and error—which can be expensive when ad spend is wasted.

3. May Need Oversight
   A junior will need a senior marketer, agency, or fractional support to guide them strategically, especially for performance-focused campaigns.

4. Slower to Deliver Results
   Building skills takes time. If you need fast revenue growth, relying solely on a junior isn’t ideal.

Which Option Is Right for You?

Hire a Fractional Digital Marketer If…

• Your primary goal is driving sales or leads quickly.

• You need help setting up tracking, analytics, and ROI-focused campaigns.

• You want senior-level expertise without committing to a full-time salary.

• You already have someone (or an agency) to manage creative execution.

Hire a Junior Digital Marketer If…

• You need daily brand management and content creation.

• Your business is still at an early stage where organic growth and brand consistency are the priority.

• You have someone senior to mentor them or are willing to pair them with a fractional marketer for guidance.

• You’re playing the long game and are okay with a slower return on investment while they learn.

The Hybrid Model

For many NZ businesses, the best solution is a mix of both:

• A fractional marketer for strategy, analytics, and performance-focused campaigns.

• A junior in-house marketer to execute content, maintain brand presence, and learn under guidance.

Final Considerations Before Hiring

Whichever path you choose, ask these questions first:

1. What’s the primary goal—brand visibility or revenue growth?

2. Do you have the budget for paid advertising and proper analytics tools?

3. Can your business afford months of learning, or do you need results in the next 3–6 months?

4. Do you have someone who can manage the creative side, or do you need someone who can do both?

Being clear on these will help you decide whether to invest in strategic expertise now or build an in-house resource for the long term.

Conclusion

There’s no one-size-fits-all answer. A fractional digital marketer offers speed, expertise, and measurable results—ideal for businesses that need to scale campaigns or optimise existing spend. A junior marketer offers affordability, content consistency, and long-term brand building, but will need time and guidance to deliver performance-driven outcomes.

For many New Zealand businesses, combining both—strategic expertise to guide performance and a junior marketer to execute—provides the best of both worlds.

If you're looking to hire a fractional digital marketer, we'd love to help.
Head over to our fractional digital marketing services page to find out more.