Magazine article Marketing

The Marketing Salary Survey

Magazine article Marketing

The Marketing Salary Survey

Article excerpt

Marketers continue to battle through the recession. One in ten marketers have been made redundant. And four in ten received below inflation pay rises. But it is by no means all doom and gloom. Marketers in food, fast moving consumer goods, chemicals and pharmaceuticals have fared well. Most marketing directors' pay rises easily outstripped inflation. Nearly 2600 marketers filled in our annual salary survey. Numbers processed the data and Marketing's Clare Sambrook analyses the 1991 results


1991 was a year many marketers will be keen to forget: recession, company closures and plummeting budgets. For 40% of marketers lucky enough to stay in work, salaries failed to keep pace with inflation. Promotion has been less rapid than before. There have been fewer job opportunities and salary reviews are fewer and farther between.

And, according to our survey, one in ten marketers lost their job in the past two years. Hardly a recipe for comfort and security. The insecurity is across the board, from proprietor to marketing assistant, from north to south.

There are variances, though. Central London has seen a bigger jobs fallout than elsewhere, while the North has emerged relatively unscathed.

The shakeout is particularly marked in marketing services -- the least secure person in marketing last year was the proprietor of a small, London marketing services outfit. The most secure job in marketing at the moment seems to be brand management in a big food company.

For many of those still in work however, the effects of the recession remain indirect. Most marketers received above-inflation pay rises, and the predicted employer onslaught on perks does not seem to have materialised.

As ever the rewards are unevenly divided. 15% of our sample received pay rises of less than 4% last year. Very large companies (which account for half of our respondents) tended to make sure pay rises kept pace with inflation, but nearly a third of small companies gave their staff below-inflation rises.

Marketing services and business services fared worst, while most marketers in consumer goods, foods and pharmaceuticals could be forgiven for asking "what recession?"

Four out of ten of them took home 10% or more in pay rises last year. Above inflation rises went to 78% of food marketers compared to 23% receiving below-inflation rises -- leaving a positive balance of 55%.

This contrasts starkly with a negative balance of 30% receiving below inflation rises in construction and with a mere positive balance of 2% in marketing services (see chart on page 18 of this issue).

Last year's high flyers in financial services are also having a tougher time. In 1990 45% of them got 10% or more -- this year it was only 28%, exactly in line with the average.


Like last year, the best paid got the best rises. If your pay was above 30,000 [pounds] last year you had a much better chance than your lower paid colleagues of a 10% plus rise. Marketing directors, group product and brand managers all did well in their pay reviews -- particularly group product managers, where a balance of 34% received above inflation pay rises (as opposed to a paltry balance of 8% of marketing assistants). Why, then, has marketing directors' average pay risen by only 3% (see above)? Perhaps one reason is that 15% of them moved to new companies, and 32% were newly promoted -- and were not offered as generous a salary as their predecessor.

Overall, salaries are being reviewed less frequently, especially in the South where there's a discernible if small shift from twice yearly to annual reviews. Marketers in central London earn 10% more than the national average, while in the North the average is 10% under.

With an economic upturn delayed, it is not surprising that pay expectations are moderating -- though 40% still assume their pay will rise faster than current rates of inflation. …

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