One of the first questions founders ask when they're looking for a marketing co-founder is: what do I offer them? The answer depends on your stage, your cash position, and what kind of relationship you're trying to build.
Equity only
Makes sense when you're pre-revenue and every dollar counts. The upside is that it aligns incentives perfectly — your marketer wins when you win. The downside is that it filters out anyone who can't afford to work without near-term income.
If you go this route, be generous. A marketer taking on real co-founder responsibilities — setting strategy, running campaigns, owning a channel — should be in the 8–15% range. Anything below 5% rarely feels meaningful enough to motivate the right person.
Paid only
Cleanest arrangement for a freelance or agency relationship. You get execution, they get a fee, no strings attached. The risk: they're a vendor, not a partner. When things get hard, a paid marketer has less reason to push through.
This works best for specific, time-boxed projects — a launch campaign, an SEO audit, a paid ads test — rather than an ongoing growth role.
Hybrid (the sweet spot)
A modest retainer plus meaningful equity is often the best structure for an early co-founder arrangement. It signals that you respect their time (retainer) while building long-term alignment (equity).
A common structure: $500–1,500/mo retainer + 5–10% equity with a 12-month cliff and 3-year vest. It's not a salary, but it covers basics and makes the equity feel real.
How to frame the conversation
Be upfront about your numbers. Founders who hedge or are vague about what they're offering waste everyone's time. Tell them what you're making, what you need, and what you're willing to share. The right person will respect the honesty.
List your startup on LaunchMate and let marketers come to you — you can set your arrangement type upfront so only the right people reach out.