Marketing Teams Are Overrated! Here’s What You Actually Need
The Best Marketing Team Setup for Startups and SMEs in the Arab World & UAE
Many startups and SMEs want to be the coolest brand online—but few understand what it takes to get there. They think it’s about posting on Instagram, running a few ads, or getting a viral moment. In reality, marketing isn’t just about being seen—it’s about being remembered for the right reasons.
Success in marketing isn’t just about budgets or creative ideas. It’s about clarity, consistency, and execution. And to do that, you need the right team—people who know exactly what needs to be done, how to do it, and how it ties back to business growth.
Let’s break down the different marketing setups that work for startups and SMEs in the UAE and the Arab world.
Option 1: The Personal Brand Route
If you’re a founder with a strong personality and a clear vision, your best marketing asset might be… you. Many successful brands in the region leverage personal branding—whether it’s the CEO, a content creator, or an expert within the company.
Who is this for?
Founders who are comfortable being the face of their brand.
Businesses built around expertise (coaching, consulting, thought leadership).
Startups where trust and credibility are key to sales.
What does this look like?
Creating content that positions you as an authority in your industry.
Sharing insights, behind-the-scenes, and real stories to build engagement.
Consistently showing up on LinkedIn, Twitter, or other relevant platforms.
What’s the challenge?
It requires consistency and commitment.
You need a clear content strategy that doesn’t feel forced or salesy.
You need the right team (or at least an assistant) to help with execution.
If you’re willing to commit, personal branding can cut through the noise faster than traditional marketing. But if you’re not comfortable being in front of the camera or writing daily posts, this might not be for you.
Option 2: Using Content Creators & Influencers
Not every business can build its brand around its founder. That’s where content creators and influencers come in. Instead of hiring an in-house team, some businesses collaborate with people who already have an audience.
Who is this for?
Startups and SMEs that want quick visibility without building their own media machine.
Businesses in industries where social proof matters (beauty, fashion, fitness, hospitality).
Brands with specific products or services that align with a creator’s niche.
What does this look like?
Partnering with influencers who genuinely align with your brand values.
Having creators produce content on your behalf to build awareness and credibility.
Running paid campaigns to amplify the content further.
What’s the challenge?
Finding the right creators who actually care about your product.
Balancing short-term hype with long-term marketing strategy.
Making sure you don’t become dependent on rented audiences.
Pro tip: The best approach here is a mix; use creators to build awareness but still develop your own brand’s digital presence.
Option 3: Building an In-House Marketing Team
For SMEs and startups looking for long-term, sustainable marketing, an in-house team is often the best option. This doesn’t mean hiring a big team—it means having the right people in the right roles.
Who is this for?
Startups & SMEs with a strong product-market fit looking to scale.
Companies that need marketing to work hand-in-hand with business goals.
Businesses that want to control their messaging and audience instead of outsourcing everything.
What does this look like?
A strong marketing team isn’t just “someone who runs social media.” It has clear roles and disciplines:
1. Marketing Strategist (or CMO/Fractional CMO)
The person who sees the big picture.
Understands how marketing ties to business growth.
Creates the strategy and ensures all efforts are aligned.
2. Performance Marketer
The data-driven expert who runs paid ads, SEO, and conversion tracking.
Ensures that marketing efforts actually translate into sales.
3. Content & Social Media Manager
The person who creates and manages content that attracts and nurtures the audience.
Handles organic growth through social media, blogs, and email marketing.
4. Designer / Creative Lead
Ensures branding and visuals are consistent and compelling.
Works on everything from social media posts to landing pages.
What’s the challenge?
Finding the right people who understand both marketing and business.
Hiring a full-time team can be expensive for early-stage startups.
You need strong leadership to ensure all efforts are focused on real growth.
Thinking by hiring one marketing person, all your marketing challenges will be sorted. This is a unicorn situation.
The best startups and SMEs either build this team internally or work with experts who can step in when needed.
Who Should You Hire, and What Can Be Outsourced?
If you’re running a startup or SME in the UAE, you don’t need a massive team—you need the right people. Some roles are better in-house, while others can be outsourced.
Hire in-house if:
It’s a core part of your business (content-driven brands, SaaS, media companies).
You need long-term marketing that aligns with your growth.
You want full control over your marketing strategy.
Outsource if:
You’re testing different marketing approaches before committing.
You need highly specialized skills like SEO, paid ads, or email automation.
You want to save costs while still having expert-level execution.
What Is CMO-as-a-Service (Fractional CMO)?
Not every business is ready to hire a full-time Chief Marketing Officer (CMO)—but that doesn’t mean you should operate without a marketing leader.
A Fractional CMO (also called CMO-as-a-Service) is a senior marketing expert who steps in part-time to:
Develop a clear marketing strategy that aligns with business goals.
Oversee marketing execution without needing a full-time salary.
Guide your team or outsourced partners to ensure consistency and results.
For startups and SMEs in the UAE and Arab world, this is often the best option, giving you top-tier marketing leadership without the cost of hiring a full-time CMO.
Final Thoughts: What’s the Best Fit for You?
There’s no one-size-fits-all answer to marketing. The best approach depends on:
Your business model
Your stage of growth
Your resources & budget
If you’re just starting out: Personal branding or content creators can help you get quick traction.
If you’re scaling: A structured in-house team or outsourced experts will help you grow predictably.
If you need a leader but not a full-time hire: A Fractional CMO will help you build a marketing engine that works.
Marketing isn’t just about making noise, it’s about creating clear, consistent, and effective communication that drives real results.
Need help building the right marketing setup for your business? Let’s talk.
P.S. I saw this post:
"The tech investor dropped us because I speak for Palestine." - Tech Startup - [link]
This prompted me to do something. I want to help startups find growth, whether it be in marketing that leads to revenue or clear communications that lead to finding the right investors.
Only when we stick together, we can achieve the true potential of the Arab world.
This blog is here to help startups. May it find the right people and help them.
From the river to the sea.
Justice and Peace.
P.P.S. Marketing Isn’t the Problem—Clarity Is.
No worries. Drop me an email or click “Let’s Talk” below. I’ll sit with you for 1 hour to simplify your marketing and help you turn your bank account into a money magnet.
