What is the right balance between in-house marketing staff and outsourced agencies, and what should we expect to pay?

Members suggest a hybrid model is most cost-effective: build a small in-house core and outsource the rest. **In-house marketing manager** roles run £40k–£65k depending on experience. A full outsourced growth agency team costs £75k+, but the community consensus favours a lighter structure: **Fractional CMO + a remote team of 2–3 junior marketers** managing a larger network of UGC creators paid on commission or product.

**Agency selection and pricing:** - **Vertical Brands** (Aran) is recommended by members as delivering strong ROI - Avoid paying agencies a flat retainer; negotiate **per-hour or per-results pricing** instead - Members emphasise it's very difficult to find an agency worth the investment—consider owning your profit/growth centre in-house if possible

**ROI expectations by tactic:** - **UGC and influencer partnerships** are controversial in the group; most doubt their impact unless executed at A-list level. Think of it as "scalable word of mouth" and distribution/social proof, especially valuable given alcohol advertising restrictions - **TV spots** (e.g. Sunday Brunch) have been the most noticeably impactful on digital and sales metrics for members - A-list celebrity partnerships command premium fees and often require equity involvement; otherwise creators simply launch their own brands

**Core tactic:** Work with creators to leverage their audience and creativity, not just for content but for distribution and social proof. Commission-based or product-based payment structures allow you to scale without fixed costs.