Founder Lessons: Success Story of Specialist.PH

1. A brief summary of your startup

Specialist.ph is a marketing staffing agency specializing in connecting businesses, particularly marketing teams, with top-tier marketing professionals in developing countries. We understand the growing need for remote talent and focus on placing highly skilled marketers in remote roles, seamlessly integrating them into US teams. 

Our comprehensive services cover the entire talent lifecycle, from initial sourcing and recruitment—including in-depth skills assessments and cultural fit evaluations—to onboarding, salary and benefits management, and ongoing support and professional development for the specialists. 

We handle the complexities of international hiring, allowing our clients to concentrate on their core business objectives. Our goal is to provide not just highly skilled individuals perfectly suited to client needs, but fully integrated and continuously developing team members ready to contribute from day one. We understand the nuances of building successful remote teams and are committed to fostering productive, long-term placements.

2. Why and how did you start your company

I launched Specialist.ph after personally experiencing the frustrations of scaling marketing teams through traditional outsourcing. It was a real headache—incredibly time-consuming, inefficient, and consistently difficult to find reliable, high-quality talent. I knew there had to be a better way. 

I recognized the immense potential of leveraging skilled specialists, particularly those in developing countries like the Philippines, where there’s a deep pool of talented and dedicated professionals. I envisioned a platform that could not only connect businesses with these exceptional individuals but also provide the support and structure necessary for those partnerships to thrive. 

I wanted to streamline the process, eliminate the guesswork, and empower other businesses to access this valuable resource and build successful, globally distributed teams. Specialist.ph was born from that need—a desire to simplify international hiring, unlock global talent, and help U.S. businesses build the marketing teams they need to reach their full potential.

3. What has been your biggest success factors?

Our biggest success factor is undoubtedly the exceptional talent pool we tap into in the Philippines. We’ve built our own HR team from these specialists, and they are incredibly skilled at what they do. This firsthand experience gives us a deep understanding of the capabilities and potential of the talent we connect with our clients. It’s not just about filling roles; it’s about matching the right people with the right opportunities. We go beyond simply identifying skills; we look at experience, work ethic, and a genuine passion for digital marketing. 

Our commitment to top-tier compensation and ongoing professional development ensures we attract and retain the best of the best. This focus on quality allows us to consistently deliver high-performing specialists to our clients—primarily CMOs, Heads of Marketing, VPs of Marketing, and other marketing leaders in the U.S.—who are looking to scale their teams effectively and efficiently. We’re not just providing staff; we’re providing strategic partners ready to contribute from day one and become integral members of our clients’ teams, driving tangible results and contributing to their long-term success. 

Our focus on building long-term relationships, both with our specialists and our clients, is also crucial. We’re invested in their mutual success and provide ongoing support to ensure those partnerships thrive.

4. What are the biggest challenges you have faced launching and running the company?

One of our biggest challenges is maintaining our consistently high standards. We’re not just looking for warm bodies; we’re seeking truly exceptional talent. Requiring portfolios and demonstrable results is essential for us to assess a candidate’s true capabilities, but it can be a challenge for some talented individuals who may not have had the opportunity or resources to meticulously document their achievements. 

Finding the “best of the best” in the Philippines, while the talent pool is vast, requires a rigorous and discerning approach. We’re committed to finding those exceptional individuals who possess not only the hard skills but also the soft skills, work ethic, and cultural fit our clients demand. Furthermore, we pride ourselves on customizing our recruiting process for each client. While this tailored approach is essential for delivering the right fit and achieving the best results, it adds complexity to our operations. 

Each client has unique needs and expectations, and we dedicate ourselves to understanding those nuances and adapting our search accordingly. It’s a delicate balance between efficiency and personalization, but it’s a balance we strive for because we know it’s what ultimately leads to successful, long-term placements.

5. Which do you think is most important: the right market, the right product, or the right team?

The right team is the most important. A truly exceptional team possesses the adaptability, resilience, and problem-solving skills to navigate the complexities of any market and iterate on product offerings as needed. They’re the driving force behind innovation, the engine that propels growth, and the glue that holds everything together, especially during challenging times. 

A brilliant product in a less-than-ideal market might still find success with a resourceful and determined team. They can identify niche opportunities, pivot strategies, and even help shape the market. Conversely, even the most promising market and product can falter with a weak or dysfunctional team. They might struggle with execution, lack the creativity to adapt, or simply fail to capitalize on opportunities. 

As I mentioned, finding the “best of the best” in the Philippines has been a challenge. We’ve encountered incredibly talented individuals, but sometimes they lacked the soft skills, work ethic, or cultural fit necessary to thrive remotely. We learned early on that building the right team internally was essential to our success, and that experience directly informs our recruiting approach.

6. Final words for those chasing the startup dream

Start with HR. As Jim Collins writes in “Good to Great,” getting the right people in the right seats on the bus is absolutely fundamental. It’s not just about filling positions; it’s about building a team that complements your strengths, shares your vision, and is passionate about your mission. 

Many startups focus heavily on product, marketing, and sales—rightly so. But neglecting the people aspect can be a fatal mistake. Your team is your most valuable asset. Not everyone is an HR expert. Your strengths might lie elsewhere. 

But that doesn’t diminish the importance of a strong HR function. Whether you partner with an agency like Specialist.ph, hire an HR specialist, or use other resources, have a solid plan for attracting, recruiting, onboarding, and retaining top talent. Don’t underestimate the power of a well-structured HR process. It’s not just about compliance; it’s about creating a positive environment where your team can thrive. 

We’ve seen firsthand how the right team can transform a startup. We’ve helped countless businesses build high-performing teams, and the results speak for themselves. When you have the right people, everything else becomes easier. Challenges become opportunities, and the startup dream becomes a reality. So, start with HR. Invest in your people. Everything else will follow.

About the Founder

James Zolman is a family man and serial entrepreneur who helps ecommerce business owners or agencies scale their marketing teams at his latest startup, Specialist.PH. In the past 2 decades, he has been responsible for generating well over $250 million in revenue for his small business partnerships and his clients. James took a sabbatical in 2016-2017 when he volunteered as an Entrepreneur in Residence at BYU-Hawaii with his family. He taught digital business classes there, then he snorkeled for miles almost every day. He loves to help ecommerce businesses and marketing agencies grow exponentially by focusing on leadership and staff development.