Startups live and die by their ability to drive customer acquisition growth. Under extreme resource constraints they need to figure out how to break through the existing noise to let their target customers know they have a superior solution for a critical problem. This can be difficult when well-entrenched companies have the resources to dominate traditional channels.
Young companies don’t have the budget (or need) for a senior marketing hire but they do need an individual that is execution-oriented–someone who is willing to roll up their sleeves and go figure out Google AdWords, Google Analytics, search engine optimization, etc.