In-house vs agency vs freelance: How to build a scalable marketing team

Marketing is one of the most important functions to get right when you're growing a business. But building a team around it can be difficult. Do you hire full-time marketers in-house? Bring in an agency? Or work with freelancers?

Each model has its strengths, and what works for one business might not work for another. The right setup depends on your goals, your timelines, and the kind of support you need. In some cases, a hybrid team might be the most practical approach.

In this blog, we’ll break down the core differences between in-house, agency and freelance marketing models. We’ll look at when each option works best, the pros and cons of each, and how to choose the right mix for your business. Whether you’re hiring your first marketer or reshaping an existing team, this will help you make a more informed decision.

If you're new to hiring marketing talent or want to get the full picture first, our marketing recruitment guide is a good place to start.

What is in-house marketing?

In-house marketing means hiring marketers directly into your business as permanent employees. They work exclusively for your brand, often sitting within your office or operating remotely as part of your internal team. This approach gives you full control over your marketing efforts, day-to-day collaboration and long-term strategy.

The structure of an in-house team can vary. Some businesses start by hiring one all-rounder, while others build out dedicated roles across content, paid media, design, CRM or SEO. As your marketing needs evolve, so does the structure of your team. Hiring in-house gives you the flexibility to shape that team around your business, not the other way around.

Working with a marketing recruitment agency like Digital Waffle makes it easier to build that team with people who fit both the role and your company culture. We help businesses define what they need, attract the right candidates and scale with confidence.

When hiring in-house works well

Hiring in-house works particularly well when marketing is central to your growth strategy. If you're investing heavily in brand, performance or content, having permanent team members who understand your business from the inside out can drive better results over time.

It also makes sense when consistency matters. In-house teams are embedded in your business, so they can respond faster, collaborate more closely with other departments and take full ownership of your marketing performance. You’re not relying on third parties to manage core campaigns or make key decisions.

In-house teams are often more cost-effective long term too. While the upfront investment is higher, you’re building knowledge, process and expertise internally. That reduces your dependency on external suppliers and gives you more control over your hiring roadmap.

What is agency marketing?

Agency marketing means outsourcing all or part of your marketing function to an external provider. Agencies can range from large full-service firms to smaller specialists in areas like paid social, SEO, email or branding. They typically work across multiple clients and operate on a monthly retainer or project basis.

This model is often chosen by businesses that need quick results, don't have the capacity to hire internally, or want short-term access to specialist skills. An agency can offer a structured service, often with clear deliverables, timelines and performance tracking.

That said, agency support is still external. You’re paying for access to a service, not building in-house knowledge. While some agencies work closely with their clients, they won’t be as embedded in your day-to-day business or culture.

As a recruitment agency, we often see employers rely on agency support early on, then shift to in-house hiring once budgets and demand grow. It’s a common transition, and one we help clients navigate when the time comes to build a more scalable internal team.

When agency support makes sense

Agency marketing makes sense when your internal team is stretched, or when you need immediate input on a specific project. If you’re launching a new product, running a campaign with a tight deadline or exploring a channel for the first time, agencies can bring structure and speed without the need for long-term hiring.

It can also help when your team is small and you need to fill knowledge gaps. For example, if you’ve hired a content manager but need paid media support, an agency can step in and deliver while you decide whether to build that capability in-house.

That said, it’s not always the right solution for every stage of growth. Agencies can become expensive over time, especially if you're relying on them for core functions. It can also take longer for them to understand your brand and processes, particularly if you're not managing the relationship closely.

For many businesses, agency support works best when used to complement an internal team, not replace it.

What is freelance marketing?

Freelance marketing refers to hiring self-employed marketers on a contract basis. Freelancers usually work independently, offering services such as content writing, paid ads, SEO, design or email marketing. You might work with one individual or bring in several freelancers depending on your needs.

Freelancers can be hired directly or through platforms, and often work remotely. Some are highly specialised, while others offer broader marketing support. Most freelancers are paid by the hour or per project, and typically manage multiple clients at once.

This route can be useful when budgets are tight or when you need quick support. But it’s worth noting that freelancers are not part of your team in the same way an in-house hire would be. They may need more direction and won’t always be available long term.

At Digital Waffle, we speak to many employers who have relied on freelance support to get through busy periods, but later choose to hire someone permanent. That shift often brings more stability and ownership, especially when scaling your marketing efforts.

When freelance marketers add value

Freelancers can add value when you have a short-term gap, a defined project or a need for niche expertise. For example, you might bring in a copywriter for a new website launch or a paid media specialist to test campaigns before hiring in-house.

They can also be helpful if you're not quite ready to hire permanently. Working with a freelancer allows you to test a channel or skill area without committing to a full-time role straight away.

But there are trade-offs. Freelancers often work across several clients, which can impact availability and response times. They may also lack deeper knowledge of your business, brand or internal systems, which can lead to a disconnect in quality or consistency.

In many cases, freelance support is most useful as a stopgap. If you find yourself working with the same freelancer regularly, or relying on them for core functions, it may be time to look at building a permanent role.

Pros and cons of each approach

Each marketing model has its own strengths and trade-offs. The right choice depends on your goals, team structure, timelines and budget. In this section, we’ll break down the key pros and cons of hiring in-house, working with freelancers and outsourcing to an agency.

In-house marketing teams

Pros:

• Full control over strategy, messaging and delivery

• Marketers are immersed in your brand and culture

• Easier collaboration across departments

• Long-term value through knowledge retention and process building

• More scalable over time, especially with structured hiring

Cons:

• Requires a longer-term investment

• Hiring takes time and planning

• May not cover all specialisms immediately

Hiring in-house gives you more consistency and ownership over your marketing. While there’s more commitment upfront, it often pays off by reducing long-term costs and external reliance. As a recruitment agency, we’ve seen that businesses with strong in-house teams are often more agile and better positioned for growth.

Freelancers

Pros:

• Flexible and easy to bring in for short-term needs

• Cost-effective for one-off projects

• Access to specialist skills without long-term hiring

Cons:

• Limited availability or capacity

• Less invested in long-term business goals

• Can lack alignment with your internal brand or tone

Freelancers can be useful for quick wins, but they work best when used as a supplement, not a substitute. If you rely on freelancers too heavily, it can become harder to build momentum or consistency across your channels.

Agencies

Pros:

• Structured service delivery with defined outputs

• Access to broader expertise across channels

• Quick to get started with minimal internal setup

Cons:

• Monthly costs can rise quickly

• Less visibility over who’s doing the work

• Can be slower to adapt to internal changes

Agencies can offer short-term clarity, especially during launches or periods of change. But they aren’t a replacement for having internal knowledge and capability. Many of the employers we work with start with agency support, then transition to hiring in-house once priorities and budgets are clearer.

How to choose the right model for your business

There’s no single best approach to building a marketing team. The right model depends on where your business is, what you’re aiming to achieve, and how quickly you need to scale. Some companies start with one approach and shift to another as priorities change.

This section offers a simple way to assess your current needs and plan your team structure with long-term growth in mind.

Key questions to help guide your decision

Start by reviewing what you want your marketing team to achieve. Ask yourself:

• What are the core marketing goals for the next 6 to 12 months?

• Which channels do you need support on?

• Do you need day-to-day ownership or short-term input?

• What’s your budget for hiring or external support?

• How important is internal collaboration across teams?

If you’re looking for control, cultural alignment and long-term growth, building an in-house team is usually the right path. Hiring directly allows you to shape your team around your goals and develop marketers who grow with the business.

Freelance or agency support may work well in the early stages or for specific gaps, but they rarely offer the same consistency or depth. If you find yourself managing several freelancers or working closely with an agency month after month, it’s worth assessing whether it would be more cost-effective and sustainable to hire internally.

Planning for long-term growth

If you’re thinking ahead, consider how your marketing needs will evolve. What works now may not work in six months. A campaign-heavy business may need more performance marketers, while a B2B business scaling into new sectors might benefit from content and CRM.

Hiring in-house helps you build a team that adapts with your business. You can train, promote and retain knowledge. Over time, this often leads to stronger results, more efficiency and a clearer return on your marketing investment.

At Digital Waffle, we often help businesses map their hiring plans by role type, seniority and skills needed at different stages. Starting with the right structure makes it easier to grow with confidence and avoid over-reliance on external support later on.

Why many businesses invest in in-house marketing

As marketing becomes more central to business growth, many companies choose to bring it in-house. This shift often happens once there’s a clear need for consistency, speed and closer alignment with internal teams.

In-house teams offer more than just control. They bring depth of knowledge, faster decision-making and a stronger connection to your business goals. When you hire permanent marketers, you’re building capability that stays with the business and evolves as your needs change.

Building teams that scale with your goals

One of the main reasons businesses hire in-house is to build a team that can grow with them. Instead of managing multiple external relationships, you’re investing in people who understand your product, your tone of voice and your internal systems.

This allows for clearer planning, smoother collaboration and better integration with sales, product or customer success teams. You can develop long-term marketing strategies and adapt them without relying on third-party timelines or priorities.

We’ve supported many businesses in making this shift. Often, it starts with one or two hires in content or digital, followed by channel specialists or leadership roles as the business scales. With the right structure, in-house teams can deliver consistent, measurable results over time.

Reducing dependency on external suppliers

While agencies and freelancers can be valuable, relying on them long term can create gaps in knowledge, delays in delivery and increased costs. When your core marketing function sits outside the business, it can be harder to react quickly or make confident decisions.

Bringing your marketing in-house gives you more ownership. It helps protect your brand consistency and reduces the risk of overpaying for repeated project work or retainers. You’re also less dependent on external schedules or availability.

This doesn’t mean external support has no place. But for most businesses, a strong in-house foundation leads to better coordination, clearer communication and more sustainable growth.

What a hybrid team might look like

Not every business needs to choose just one approach. A hybrid marketing team combines in-house hires with agency or freelance support. This can offer flexibility, especially when you're growing or testing new channels.

The key is to treat external support as a complement to your in-house team, not a replacement for it. When structured well, a hybrid setup allows you to cover skill gaps, manage busy periods or bring in specialists without losing internal control.

When to combine in-house with agency or freelance

A hybrid model can work well during transition phases. For example, you might have an in-house content team but use a freelance designer for ad creatives. Or you might manage organic social internally and bring in an agency for paid campaigns while you hire.

It also helps if you're scaling quickly and can't hire fast enough to meet demand. In those cases, agencies and freelancers can help maintain momentum while you build your permanent team.

This model works best when the core strategy, brand and planning stay in-house. That way, your external partners are working in support of your business goals, not steering them.

Building the right mix for your goals

Start by defining what you want to keep in-house long term. Typically, that includes strategic planning, brand, content, performance marketing and CRM. These areas benefit from internal ownership and close collaboration with the rest of the business.

From there, identify where external support could add short-term value. That might be campaign delivery, one-off projects or specialist audits. But keep these clearly defined, and avoid letting external partners shape your core strategy.

Building a scalable marketing team isn’t about choosing one approach and sticking to it forever. It’s about understanding what your business needs now, what it might need next, and how you want to manage that growth.

In-house hiring gives you more control, consistency and long-term value. Freelancers and agencies can support short-term goals, but most growing businesses benefit from building a strong internal foundation first.

Looking for more detail on hiring marketing talent? Read our ultimate guide to marketing recruitment.