Your first 90 days in a new Marketing role don’t start on day one – they start the week before you walk through the door.
You don’t have to wait for HR to send you an onboarding pack to begin. If you use the week before day one well, you can walk in already speaking the language of the brand, understanding the consumer, and knowing what you want from your first 90 days.
In this article, we’ll walk through exactly what to research, how to prepare, and how to plan your first weeks so you don’t walk in cold.
1. Start with your mindset (so you don’t feel like an imposter)
Before you open a single tab, decide who you want to be in this new role.
Ask yourself:
– What kind of Marketer do I want to show up as?
(Curious? Proactive? Collaborative? Analytical?)
– What are my non-negotiables?
(E.g. “I will ask questions instead of pretending I understand”, “I will share early drafts rather than wait for perfect”.)
– What do I want to be known for after 90 days?
(E.g. “The newcomer who gets things done”, “The person who understands our consumer deeply”, “The calm organiser”.)
Write 3 short statements and keep them somewhere visible:
“In my first 90 days, I want to be known as someone who…
1)
2)
3)”
This becomes your north star. All your prep should support this.
2. Clarify expectations: decode your job description
Don’t rely on your memory of the interview. Go back to:
– Your job description
– The role profile or advert
– Any notes from your interviews
Highlight:
– Primary goals (e.g. “grow email list”, “launch new product”, “support sales”, “manage social channels”)
– Key responsibilities (what you’ll actually be doing daily)
– Key stakeholders (who you’ll be working with)
Then translate this into simple success statements:
“In 90 days, success will look like…”
“My manager will be happy if…”
“The business will feel my impact when…”
✅ Pro move: If you’re comfortable, email your future manager:
“I’m really excited to start. To make sure I focus on the right things in my first 90 days, what would ‘great’ look like from your perspective by the end of that period?”
Even if they don’t send a detailed response, you’ll already stand out as proactive.
3. Use the “4C” research framework: Company, Consumer, Competition, Channels
The week before you start, spend 1–2 hours a day building a basic Marketing picture using this simple framework:
Company: who are you really joining?
Look beyond the careers page.
– Read the About page, mission, values and brand story
– Check press releases / news online
– Look at leadership team bios on LinkedIn
– Search “[Company name] review” (Glassdoor, Google Reviews, Trustpilot, etc.)
You’re trying to answer:
– What does the company say it stands for?
– What do employees and customers say it’s like in reality?
– Are there any big recent changes? (New product, funding, leadership, repositioning)
Take notes in three columns:
What they say | What others say | My questions
You are not judging – just building a richer picture.
Consumer: who are you really Marketing to?
Even if you haven’t been given personas yet, you can still form a view.
Look at:
– Website copy: Who are they talking to? What problems are mentioned?
– Case studies / testimonials: Which types of consumers are showcased?
– Social media comments & reviews: What are people praising or complaining about?
Capture:
– Main audiences (e.g. “SME owners”, “first-time mums”, “HR managers”, “Gen Z fashion lovers”)
– Their pain points (e.g. “no time”, “overwhelmed”, “confused”, “too expensive”)
– Their desired outcomes (e.g. “feel confident”, “save time”, “hit targets”)
Write 2–3 simple consumer statements, like:
“I am a [type of person] who struggles with [problem]. I want [outcome], but I worry about [objection].”
You’ll impress quickly if you walk in already talking “consumer language”.
Competition: who else is your consumer target considering?
Pick 3–5 competitors. These might be:
– Obvious direct competitors
– Alternatives your consumer might choose instead (DIY, bigger brands, cheaper options)
Look at:
– Their positioning: how do they describe themselves in one line?
– Their offers: what are they selling, at what price, with what promise?
– Their messaging: what are they emphasising that your company doesn’t (or vice versa)?
Ask:
– Where is my company clearly stronger / different?
– Where do competitors seem to be winning the story?
– You’re not doing a full strategy audit – just building basic competitive awareness.
Channels: where and how is the brand currently showing up?
Audit the existing Marketing strategy quickly:
– Website & blog
– Social media (LinkedIn, Instagram, TikTok, X, Facebook – whichever is relevant)
– Email sign-ups and newsletters (subscribe and read)
– Paid ads (Google search your brand & key terms, check social feeds)
– Events / webinars / content collaborations (look at recent posts)
Look for:
– Consistency: do the tone, visuals and messages feel aligned?
– Activity: is content regular or sporadic?
– Engagement: do people interact, or is it crickets?
Write down 3 things you think they’re doing well and 3 quick questions you’d love to ask:
“What’s currently working well for us?”
“Which channels matter most to the business right now?”
“What have we tested recently that we stopped doing – and why?”
These become great “curious newcomer” questions in week one.
4. Map your stakeholders before you meet them
You don’t need the org chart to make a smart guess at who matters to your success:
– Your manager
– Your core team (other Marketers, designers, content, performance, etc.)
– Adjacent partners (Sales, Product, Customer Service, Brand, Finance)
– Any obvious internal clients (e.g. “Sales team uses Marketing for pitch decks”)
On LinkedIn and the company site:
– Look at their titles and descriptions
– See what they post about or like
– Notice how long they’ve been there and any career moves
Create a simple stakeholder list:
Name | Role | How they might work with me | One thing I’d like to ask them
You’re not stalking – you’re preparing to build relationships faster.
5. Build a light 30-60-90 day sketch (not a rigid plan)
You won’t have enough information for a detailed 30-60-90 plan yet, and that’s okay. Instead, create a sketch you can refine once you start.
Use this simple structure:
Days 1–30: Learn & listen
Aim: Understand the business, consumer, and current Marketing strategy.
Possible focus areas:
– 1:1’s with key stakeholders
– Deep dive into existing brand campaigns, data and tools
– Shadow consumer calls or support tickets (if possible)
– Document what’s working / not working today
Days 31–60: Contribute & test
Aim: Start adding visible value in low-risk ways.
Examples:
– Take ownership of a recurring task (e.g. weekly email, content calendar, reporting)
– Improve or tidy up an existing process (e.g. asset management, briefing templates)
– Suggest 1–2 small experiments (subject line tests, landing page tweaks, content ideas)
Days 61–90: Own & optimise
Aim: Own something clearly and show measurable impact.
Examples:
– Lead a small campaign from brief to report
– Take responsibility for one channel or key initiative
– Present a simple “what I’ve learned + what I recommend” summary to your manager
In your pre-start week, just fill in bullet points for each phase based on what you think might be realistic.
You’ll adjust once you see reality.
6. Plan your first week: conversations, not just tasks
Use your research to design a powerful week one.
Identify 5–10 people you want to meet
From your stakeholder list, decide:
– Who do I need to meet in week one?
– Who can wait until weeks two and three?
For each person, prepare 3–4 starter questions, such as:
“From your perspective, what is Marketing doing well right now?”
“Where do you feel we’re missing opportunities?”
“When Marketing is at its best, how does it help you hit your goals?”
“If I could only focus on one thing in my first 90 days to make your life easier, what would it be?”
If it feels appropriate, you can draft a simple message to send on day one:
“Hi [Name], I’ve just joined as [Role]. I’d love to grab 20–30 minutes sometime in the next couple of weeks to understand how Marketing can best support you and your team. Would you be open to that?”
Prepare your “day one intro”
You’ll likely be asked, “Tell us about yourself.” Don’t wing it.
Draft a short, confident intro that covers:
– Who you are
– Your background (briefly)
– What excites you about this role
– How you like to work
– The value you hope to bring
Example:
“I’m [Name], I’ve worked in [previous context or studies], and I’m really excited to focus on [key part of the role] here. I love [two strengths – e.g. turning messy ideas into clear campaigns, using data to make decisions, collaborating with Sales]. In my first 90 days I’m hoping to really understand our consumers and start contributing to [X priority], so I’ll be asking lots of questions and looking for ways to support the team quickly.”
Practice it out loud once or twice so it feels natural.
7. Get practically ready: tools, skills and templates
Use the week before you start to tidy up a few practical things so you feel less flustered on day one.
Refresh key skills relevant to your role
Based on your job description:
If it’s content-heavy – skim a couple of good articles on brand voice, storytelling, basic SEO, or social media best practices.
If it’s performance / digital-heavy – brush up on concepts like CTR, CPC, ROAS, funnels, basic analytics, etc.
If it’s generalist – review the full consumer journey (awareness → consideration → conversion → retention → advocacy).
You’re not trying to become an expert overnight. You’re simply warming up your Marketing brain.
Create simple working templates
Set up a few basic templates in your own Notion/Google Docs/OneNote:
– Meeting notes template (Date, People, Context, Key points, My actions, Their expectations)
– Campaign or experiment template (Goal, Audience, Insight, Idea, Channels, Timing, Metrics)
– Questions bank – a running list of smart questions to ask about consumers, data, and performance
These templates will save you time, keep you organised and make you look more structured from day one.
Plan your calendar habits
Before your first day, decide:
– When will I block time for deep work (strategy, writing, analysis)?
– When will I check email/Slack so I’m responsive but not permanently distracted?
– How will I review my week and plan the next?
Even as a newcomer, you’re allowed to manage your energy. A simple habit like “Friday 3–4pm = reflection & planning” can transform your first 90 days.
8. Pull it all together into a 1-page “Onboarding Prep Sheet”
End your pre-start week by consolidating everything into one page you can bring into week one.
Include:
1. My 90-day identity:
“I want to be known as someone who…” (3 bullets)
2. Success snapshot:
What “good” looks like in 90 days (for you / manager / business)
3. Key insights so far:
Company observations
Consumer hypotheses
Competitor notes
Channel snapshot
4. People to meet & questions to ask:
Top 5–10 stakeholders + 2–3 questions each
5. 30-60-90 sketch:
3–4 bullets per phase
This is for you, not for show. But if your manager is the type who loves structure, you can absolutely share a refined version in your first 2–3 weeks – it will make a strong impression.
9. A simple plan for the week before you start
If you like having a schedule, here’s how you might spread this across 5–7 days:
Day -7 / -6: Mindset work, decode job description, draft success statements
Day -5: Company + consumer research
Day -4: Competitor + channel snapshot
Day -3: Stakeholder mapping, first-week conversations + intro
Day -2: 30-60-90 sketch, set up templates, refresh key skills
Day -1: Create your 1-page prep sheet, rest, do something that relaxes you
Conclusion
Most newcomers wait to be shown the playbook for their first 90 days in a new role. Strong newcomers start building their own. If you spend even a few hours in the week before you start doing this kind of self-onboarding, you won’t walk into your new Marketing role cold.
You’ll walk in curious, prepared and already thinking like a strategic partner – and that’s exactly how you build a powerful first 90 days.