Case context
A startup is a business that grows fast on the back of a tech advantage. Its quirk: different growth stages need different specialists, and the team changes quickly.
In this case study we show how we hired two part-time marketers for Animago.world instead of one full-time hire — and why it worked better.
Animago.world is an IT startup that gives kids access to a child psychologist in the trusted form of a cartoon character.
Startup marketing specifics
A startup product moves through stages: development, launch and first sales, scaling, market maturity, decline. Each stage needs a different growth profile.
When we started, Animago.world already had a working product. First sales were in — the task was to scale them.
They already had a part-time CMO running strategy. The team bet on social — and won: child-psychology content sparks heated comment threads, and the account grew fast.
But traffic alone is not enough. You also need to route it through tight funnels.
The brief: take ownership of the existing processes, work the DM funnel, control content production and release, test traffic hypotheses, and report analytics.
Figuring out who a startup needs
So: an experienced part-time CMO with a clear plan was already there — but she could not do everything hands-on.
Social was the main traffic source. Psychology content does not always need paid ads — viral reels and posts can carry it. The author needs to be a parent themselves, know how to write, and have humour and nerve.
- Strategy is covered by the part-time CMO
- Need a content editor running the post / reel / article factory
- Need a generalist Digital manager owning the funnel and contractors
- Both part-time — to fit the budget and stay flexible
Who exactly did we need?
1. Hiring a Content Marketer
A content marketer decides what the company says and where. They build the strategy for social posts, blog articles, podcasts, YouTube, interviews, reels and shorts.
The role is close to a media editor — but the goal is to grow product interest and indirectly drive sales. The more senior the specialist, the sharper the headlines and the cleaner the funnel down to the "Buy" button.
How do you write about kids in a fresh way when everything has been said? Anastasia Ushanova handled it. She had run a popular account for a kids and women clinic, was already in our community, and we asked her to come in part-time as the editor of a small content factory. Articles are still written by psychologists; Anastasia picks the sharp angles and edits before release.
Outcome:
- New packaging for content — for parents, not for specialists
- 50+ people in comment threads on hot topics
- More requests for child-psychology consultations
- 42 000 followers on the account
2. Hiring a Digital Marketing Manager
The second hire — a Digital Marketing Manager — needed to be a generalist with social and psychology-niche skills. Profile:
- Junior or Middle, part-time, with room to grow into more hours
- Familiar with the psychology niche and JTBD of its audience
- Knows how to build social funnels and run influencer buys
- OK with rough edges — sometimes you just answer comments
- Can do the math on test budgets and channel economics — this is a growth-stage startup
- Strong soft skills: own content collection, scheduling and contractor QA
We already knew who to call: Ksenia had spent a year growing a psychology centre for expats and wanted to join a fast-growing product.
What to keep in mind when hiring a startup marketer
If you are putting a growth team together for a startup — it depends on what is on your plate.
1. Hiring against a strategy
You have a plan and goals — break them into channels. Thinking about paid? Get a PPC ace. Bet on case content? Get a content marketer. Each channel wants its own master.
2. Hiring for a new product
Launching something new — combine a strategist (usually the CMO) with a product marketer. Together they pick the bets, test hypotheses, find leverage and may even tweak the product or its pricing.
3. Hiring for a known business model
If the business is mature and channels are clear — pick someone who has already worked in your niche. Going to marketplaces? You need an e-commerce marketer for analytics, delivery and listings.
The right marketer is the lever that moves your product to market.
Want the same?
Tell us about the role — we will assemble the same kind of mix to fit your budget and stage.