There's a situation that repeats very often. The company has a website, occasionally posts on LinkedIn, attends trade shows, commissions a new catalog, or runs an advertising campaign. But each action goes its own way, and no one connects all the pieces.
Marketing ceases to be a growth tool and becomes a to-do list.
Another reality adds to this: time.
Directors and managers have other priorities. Production, clients, budgets, issues... Marketing gets pushed to "when there's a moment."And let's not forget knowledge; it's almost impossible to find a single person who masters all disciplines; you need a team of 2-3 people.
This is why more and more companies are opting for a different figure: an external marketing director. Someone who, besides executing, also understands the business, participates in meetings, coordinates actions, and works as an integral part of the team.
Companies don't need more marketing actions. They need someone to provide them with criteria, continuity, and direction.
The approach addresses a real problem within Catalonia's industrial and service sector: solvent companies, often with international clients, that have fragmented communication and a brand that doesn't reflect what the company truly does, because it has grown much faster than its communication.
For this profile, having an external marketing director is cost-effective compared to setting up an in-house department, and crucially, it provides continuity: someone who knows the business from the inside and maintains the communication thread throughout the year, not just when a trade show is on the horizon.
At Esenco, we have built our working model precisely on this idea.The difference with a conventional agency lies in the starting point. Instead of delivering isolated campaigns, we integrate within the company and act as the connecting thread that links and executes all areas.
We cover strategy and communication, branding and visual identity, graphic design, LinkedIn presence and content creation, trade shows and events, commercial actions, advertising, websites, positioning, email marketing, and digital presence.
And you...Do you want to keep putting out marketing fires?
Or finally give it the strategic place it deserves?
Núria SolerFounder of ESENCO · External Marketing Direction and Brand Communication
