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Nina

@ninasuthers

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Early crypto teams often ask us: how do we get marketing off the ground? Here’s how I think about agencies vs in-house. Start by hiring in-house. You need a marketing lead (not necessarily a CMO — think jack of all trades) who can set strategy, connect internal stakeholders, and tie everything back to business goals. Look for someone who is: • senior enough to lead • scrappy enough to execute • fluent in web3 culture and web2 best practices Be clear on what you need: brand and growth are different skill sets. This person will be hard to find. It can take 4–6 months. Don’t wait for applicants. Go after people you admire. Tap your investors for suggestions. Use freelancers and agencies to execute. Your marketing lead should manage them. Start with a single project to test for fit. Big mistake: hiring an agency and expecting them to “own marketing.” They won’t. Agencies give back what you put in. An interim CMO = solid bridge Sometimes it’s a temp fix. Sometimes they become permanent.
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