Payrollminds specializes in global payroll administration and the secondment of payroll specialists.

Hiring an interim Senior Online Marketer

Payrollminds is a leading specialist in international payroll administration: they support multinationals in designing, transforming, and managing complex payroll systems. With in-depth expertise in international payroll, strategic advice, and hands-on support, they are a reliable partner for organizations that want to set up their payroll efficiently, compliantly, and future-proof.

Since its founding, Payrollminds has grown to more than fifty employees in just four years. With a strongly developed service portfolio and a clear commercial direction, a solid foundation was laid. It was therefore time to get serious about marketing.

Professionalizing marketing and building structural growth

There was already a well-thought-out strategic direction with refined positioning and branding. What was missing was a future-proof online marketing approach with which they could further expand this by reaching and activating the right target audience internationally.

Intern hadden ze die kennis niet, dus in februari 2025 werd één van onze ervaren online marketeers benaderd om dit interim op te pakken. Tot en met december 2025 hebben we zo de parttime de rol van Interim Senior Marketeer Online vervuld. Gedeeltelijk remote, maar volledig geïntegreerd in het commerciële team van Payrollminds.

The objective was clear: to professionalize digital marketing and build structural growth. This entailed both a strategic and operational role, where processes had to be developed while simultaneously undertaking various operational tasks to ensure continuity.

Our approach

With the strategic direction and positioning as a foundation, our specialist focused on developing a smart, scalable, and pragmatic online marketing approach. This was fully aligned with the target audience, international ambitions, and the growth rate of the organization.

1. From brand strategy to online marketing strategy

To develop an effective and pragmatic online strategy, we thoroughly mapped out the pressing issues of the ICP (Ideal Customer Profile), their online behavior, and the channels where they seek information. By combining keyword research and target audience data from various advertising platforms, a clear picture emerged of where and how the target audience can be effectively reached.

Based on this, a mix of channels was put together that reinforce each other, including clear processes and measurable KPIs.

2. MVP campaigns to test and scale up quickly

Instead of developing marketing plans, an MVP approach was chosen: quickly setting up campaigns, testing, measuring, and optimizing.

This included, among other things:

content formats for thought leadership;
articles, landing pages and SEO content;
Google Ads SEA-campaigns;
LinkedIn-posts and LinkedIn Ads;

This approach provided immediate insights into what works and what doesn’t. Ideal for an organization that is still building up its marketing.

3. New website + measurable infrastructure

A new website was launched within the first months of the assignment. Our interim professional provided advice and actively participated in decision-making, and ensured:

structure in the project approach surrounding the go-live;
full measurability via, among others, Google Tag Manager and Analytics;
implementation of Leadinfo business recognition;
AVG/GDPR compliance through the implementation of a cookie banner;
User experience (UX) and SEO and AI technical improvements.

4. Development of new propositions and international approach

A crucial part of the growth ambition was developing new propositions, and an approach to incorporate them into the marketing funnel and generate high-quality leads. This immediately became a format that ensures future propositions follow the same route.

In addition to strategy and execution, the Interim Senior Online Marketer played a key connecting role with international partners in the US, DACH, and the Benelux. Alongside the central branding, space also had to be created for local landing pages for these regional practices, each featuring local proposition texts, landing pages, and SEO content.

5. Marketing processes and future division of roles

Because marketing needed to become a structural part of the organization, we developed:

job profiles for a future marketing team;
processes and division of tasks for successor employees;
Assistance with hiring: after the summer, the first permanent employee was hired for marketing & sales.

6. Other activities

In addition to strategic tasks, the Interim Senior Online Marketer also provided operational support with various marketing communication activities. For example, communication surrounding events and webinars, content creation for LinkedIn, and optimization of the sales and marketing integration.

The result

In less than a year, a fully-fledged marketing department has been established with a clear role within the international organization. It now states: