They needed to hire people to mentor and to help them implement better processes but at the same time being a hands on developer.
But, I have seen plenty of times where the company had an in house designer to design mockups of the UI and hire either a contractor that worked on site or a junior boot camp grad that knew $frontend_framework_of_the_week to save the heavy lifting for the senior devs/FTEs.
On one hand it seems like competent front end developers who can do “good enough” front end development and design are a dime a dozen and you can pay them peanuts. On the other hand, while I know HTML/CSS well enough to do some ugly internal site and I know JS well, I could never go from empty git repo to a well designed single page app on the front end. There is some type of mental barrier when it comes to me being a modern front end developer.
But if you give me a budget, time, and admin credentials to an AWS account, I can go from empty repo, no infrastructure to a fully baked backend solution with a full network infrastructure, database, cache, CI/CD solution easily (been there done that).
In addition, for your customers, the UI IS the product. Especially for the CxO level. So most of the "go/no go" decisions will be done based on the quality of the demo UI.