Marketing and sales_2013_salary_survey

PSD
SALARY
SURVEY
2013
Marketing & Sales

02
PSD
Marketing & Sales
2013
Foreword
Welcome to PSD’s Marketing & Sales 2013
Salary Survey, an essential guide to pay
and reward across all industry sectors.
It is the result of a comprehensive salary survey completed online by
permanent and interim Marketing & Sales professionals responding to
an email invite and PSD’s own database of 15,000 Marketing & Sales
professionals.
Contents
02 Foreword
03 PSD: An Overview
04 Marketing & Sales
05 Analysis
06 Financial Services
07 Professional Services
08 Digital / Ecommerce
09 Consumer Electronics
& Hardware
10 Mobile & Telco
11 Retail
12 Market Research
13 Salary Survey Results
18 Contacts
We believe it is the most useful and
comprehensive of all Marketing
& Sales salary surveys, allowing
Marketing & Sales leaders, HR and
candidates to analyse trends and
benchmark their own company’s
reward policy.
Our results have been gathered
during another challenging year
which has seen a double-dip
recession in the UK, the continuing
crisis in the Eurozone and slowing
growth in the emerging markets of
China, India and Latin America.
During 2009 to 2011 permanent
candidates were moving for better
job security, career prospects and
more interesting roles. Although
these factors are still a high priority,
financial incentives are becoming
increasingly important. As a result,
it has become more difficult to find
good people willing to move over
the last 12 months.
We expect organisations to
demand more from their Marketing
& Sales functions as the need to
stand out from the crowd through
stronger brand, communications
and customer experience
increases in importance during
2013.
The Survey focuses purely on executive and management roles within
the Marketing & Sales field.

03
PSD
Marketing & Sales
2013
PSD: An Overview
PSD is a leading international recruitment
business operating across Europe and
Asia.
We offer expert knowledge of our specialist markets: marketing and
sales, technology, IT, finance and banking, property and construction,
purchasing, customer contact, law and HR. Our strength lies in our
dedicated approach to, and expert knowledge of, our specialist sectors
and functional disciplines. Each specialist division of PSD is well
established as a market leader within its specific field of recruitment at
the Middle to Senior Executive level.
www.psdgroup.com/
Marketing_Sales
PSD’s website attracts
quality candidates
and compliments our
advertising response on
behalf of clients.
Recruitment Services
Our reputation has been built
upon our ability to deliver highly
effective recruitment solutions
to our clients. Each recruitment
consultant is fully trained in file
search, advertised selection,
executive search and contracting,
ensuring that we are in the
strongest position to recommend
solutions that are appropriate to
the individual needs of our clients.
The skills and experience of our
consultants and the resources
and capability of the PSD group
enable us to handle a wide variety
of recruitment requirements, from
single key appointments to large-
scale recruitment projects, in both
international corporations and
small private businesses.
Our People
Standing out in the recruitment
market is never easy; most
consultancies tend to offer similar
services.
However, at PSD we have a key
point of difference – the quality
of our people. It is the skills and
knowledge of our consultants and
support staff that provide clients
and candidates with exceptional
service. All staff work within a
values based culture.
Commitment to Quality
We continue to adhere to
ISO 9001:2008. Last year
we underwent our three year
assessment for Investors in People
and we decided to apply for ‘Silver
Status’ and were awarded this
impressive accolade. There are
more than 22,000 organisations in
the UK with the IIP accreditation
(40,000 plus internationally) but
only 1.5% have Silver Status.
Corporate Social Responsibility
(CSR) standards are becoming
increasingly more prominent in
clients’ selection for suppliers
and it is an excellent tool to
use in our client relations and
communications.
It is the skill and knowledge of our consultants and support staff that
provides clients and candidates with exceptional service

04
PSD
Marketing & Sales
2013
Marketing & Sales
Our reputation is built on our ability to
deliver outstanding results and exceptional
levels of service.
Established in 1992, our Marketing & Sales practice comprises 30
consultants in locations worldwide with specialist teams dedicated to the
following sectors:
Functions
We recruit across all job functions in Marketing & Sales:
Our Values
PSD has a values-based culture embracing open-mindedness,
commitment, accessibility, adaptability, partnership and success, which
provides us with a cohesive sense of who we are and what we want to
be.
Awarded Payroll Giving Gold Award by the Charities Aid Foundation (2012).
• Banking & Financial Services
• Professional Services
• Business Services
• Not for Profit
• Mobile Communications
• Pharmaceutical & Healthcare
• Energy & Utilities
• Technology
• FMCG
• Media
• Industry
• Retail
• Leisure & Travel
• Product Marketing & NPD
• Account Management/Strategy
• Advertising
• Sales/Business Development
• E-Commerce
• Bid Management
• Digital Marketing
• Market Research
• Brand
• Consumer Insight
• Propositions
• Data Analytics
• CRM
• Promotions
• Customer Experience
• Sponsorship
• Direct Marketing
• PR/Media Relations
• Acquisition/Retention

05
PSD
Marketing & Sales
2013
Analysis
Marketing & Sales salaries have remained
largely consistent over the last 12 months.
Whilst half of those surveyed had
received a pay review within the
last 12 months, the majority of
respondents relied on bonus to
drive up overall pay. Over 76%
highlighted individual performance
as the key driver in achieving a
good bonus.
Over the last 12 months only
4% received a bonus in excess
of 50%, with 31% receiving no
bonus. 33% of those surveyed
achieved a bonus of 10-20% of
salary.
Talent management and
increasingly retention remain of key
importance to employers. With
this in mind it is interesting to note
the key driver for those considering
a new role is career progression.
Conversely respondents identified
the key factor in retention as a
strong financial package, as well as
good leadership and direction.
Additional holiday and Private
Healthcare were the least likely
factors to have an impact in
changing jobs, despite Private
Healthcare being the benefit most
respondents received (68.3%).
Outlook in terms of headcount was
positive, in spite of the cautious
market conditions. Over 30%
of respondents believed their
organisations would be increasing
headcount, with only 8.9%
expecting their organisation to
downsize.
The growth of social media
continued. Nearly 90% of those
surveyed used LinkedIn to facilitate
their job move, outstripping
traditional job boards. PSD’s own
website was the next most used
by over 40%.
Whilst the market remains
uncertain there is confidence in
Marketing & Sales that 2013 will
see growth and a real belief things
will get better.
Package was the most important factor in retaining Marketing
and Sales professionals.

06Marketing & Sales
2013
PSD
Financial Services
JOB TITLE ANNUAL SALARY DAY RATE
CMO/General
Manager 120-200K 800-1500
Director 80-150K 400-1000
Head of 65-90K 350-600
Senior Manager 50-75K 250-450
Manager 45-65K 200-350
2012 has been a challenging year for the sector with restructuring and redundancies in the larger
banks. This will continue in 2013. The main skill sets in demand are likely to be proposition and
digital. Within the Financial Services market the Cards and Payment sector has been buoyant with
lots of innovation and NPD around digital and mobile payments.
However, although market conditions are tight there is movement at senior management level within
Marketing & Sales, and we expect this to continue through 2013.
Salaries have remained flat, with moves being made for increased career opportunities, as
restructuring and shrinkage of departments has reduced internal opportunities. We expect to see
an increasing focus on retention and development of talent as expectation grows around growth in
2013/2014.
With a strong focus on customer service, there is a growing need to understand customer
behaviours which has led to an increase in data analysis roles. The focus on brand and customers
will continue into 2013 as the key Financial Services brands continue to shake off the negative
perception in which they’re held in the market place.
The Insurance sector has seen a consistent level of recruitment with product specialists in high
demand, as Insurers look to review their offering in light of legislative impacts such as the Retail
Distribution Review.
Demand for interim and contract roles within the sector in 2012, especially within Retail Banks, will
continue in 2013 to support headcount challenges and project rollouts.

07Marketing & Sales
2013
PSD
Professional Services
CMO/General
Manager 100-300K 500-1500
Director 100-150K 500-750
Head of 70-100K 300-500
Senior Manager 60-90k 250-450
Manager 40-60k 150-250
The Professional Services market remained buoyant throughout 2012 with a notable increase in
work at the senior end of the market (£80k+). The majority of recruitment within the first 6 months
of the year came from the accountancy sector following a number of restructures, significantly
within the Big 4 firms. The legal sector, property and management consultancy firms have all shown
increased levels of recruitment during the latter half of the year, with most roles coming from the
Business Development/ Client Relationship Management and Bid functions. We noted an increasing
number of people looking for greater flexible working gained through interim/ contract working or
reducing the number of days worked in the office. For those employers open to offering flexibility
they have had access to talent in many cases they previously wouldn’t have.
Whilst the overall economy remains uncertain, the majority of firms remain committed to building
their strength and talent in business development and marketing. We expect to see continued
movement, especially at the senior end, and an ongoing demand for those with strong key skills
in bid management, client relationship management, digital and for the more strategic General
Management/ COO roles.

08Marketing & Sales
2013
PSD
Digital / Ecommerce
CMO/General
Manager 150k 1000+
Director 100-150K 500-1000
Head of 70-100K 400-600
Manager 40-55k 200-250
During 2012 there was an ongoing demand for experienced Online Marketing professionals across
all industry sectors, with particular emphasis on candidates with paid search skills. Despite the
salary levels on offer being competitive the scarcity of active candidates meant that vacancies were
remaining live for longer than normal and employers were having to move very quickly when suitable
applications were received.
We saw an ongoing demand for individuals with a background in ecommerce development, i.e. the
planning and delivery of improvements/upgrades to web and mobile channels to deliver an improved
customer experience and drive sales and retention.
Within the Consumer sector, delivering a genuine multichannel experience is still high on the agenda
for most businesses, so individuals with experience in bringing together retail, mail order and online
sales channels will continue to be in high demand. Across all sectors finding the right balance
between customer acquisition and customer retention activity will also continue to be key so there
is likely to be an ongoing demand for individuals with strong PPC/SEO skills as well as those with
CRM/reactivation experience.
Mobile will continue to be an increasingly important digital channel so individuals with a background
in developing mobile site/app functionality and marketing via mobile will be required by many
organisations.

09Marketing & Sales
2013
PSD
Consumer Electronics &
Hardware
2012 was a challenging year for many manufacturers. With the general economy and consumer
demand down many vendors, bar a select few, have undergone significant restructures to reduce
costs leading to pan-European centralisation of back and front office functions and, ultimately,
redundancies to create leaner organisations.
An abundance of Marketing & Sales talent has hence been available for recruiting businesses.
However, in the main clients reported lower levels of senior appointments outside of strategic Sales
leadership appointments and Digital. Many candidates have sought positions in other more buoyant
sectors such as FS, Mobile, Payments and Automotive.
As vendors adapt to Multi-Channel Retail strategy with increased Digital/ Online focus there was
an uplift in demand for Digital Marketing skills, but the real demand for talent was senior Channel
Sales leaders, as vendors aimed to get closer to customers on a more strategic Pan-European
basis. General demand for Marketing leaders across Brand, Communications and Product has
been low as these can at times be viewed as a cost, with demand for commercial Marketers across
Acquisition/ Online/ E-Com, Channel and Retail Marketing slightly higher in comparison - but hiring
volumes have been lower than “normal”. It is notable that leading brands are keen to appoint new
talent from outside the industry, particularly from FMCG. Salary levels have remained constant from
2011, other than in very specific Sales leadership roles. Many candidates affected by redundancy
have considered lower salary levels for permanent or contract positions.
2013 will be a challenging year for Consumer Electronics & Hardware vendors with weak demand,
lower margins, and the convergence of Smartphone and Tablets impacting other products. The
polarisation between future winners and those brands who again this year will continue to reduce
costs will grow wider, with further redundancies expected until H2 when the market may feel more
buoyant. It is envisaged strategic Sales leaders and Online/ Digital skills we be mainly in demand,
apart from occasional back fill Marketing appointments. Salary levels will remain flat generally for
Marketing, and exceptional Sales leaders will still attract a premium.
CMO/General
Manager 150-250K 1000-1500
Director 100-150K 500-1000
Head of 70-100K 300-500
Manager 40-60K 150-250

10Marketing & Sales
2013
PSD
Mobile & Telco
CMO/General
Manager 150-250K 1000-1500
Director 100-150K 500-1000
Head of 70-100K 300-500
Manager 40-60K 150-250
2012 was a year of significant change and a challenging year for many Mobile/ Smartphone
manufacturers due to the rise of and convergence of smartphone/ tablets. The market became
heavily polarised and dominated by 2 mobile vendors with many others marginalised and hence
going through some form of restructures, reorganisations and redundancy programmes. The impact
of acquisitions has also contributed to this. Several of the major handset brands in 2012 went
through very significant redundancy programmes meaning less general recruitment volumes. As
large numbers of Marketing, Sales and other functional professionals were released into the wider
recruitment market, this an opportunity for some brands to acquire talent not normally available,
but also contributed to higher levels of available short term contractors/ consultants and senior
managers prepared to consider lower salary levels for permanent positions meaning flat salary levels
overall across the markets.
Mobile vendors have reduced headcount and de-layered, and the majority of any new/ backfill
appointments have seen brands upskilling/ replacing Sales leadership positions to drive the bottom
line and get closer to customers in a more strategic manner. Marketing appointments have been
lower across the board.
Operators have continued in the search for new revenue streams with change ongoing and there
has been a universal demand across many brands to recruit a large volume of mid-level positions
in the £50-65,000 basic salary level across Online, Digital, CRM, Acquisition and Retention and
Commercial Propositions Managers, with a much lower level of senior Director level Marketing
appointments available.
As the rate of convergence and change continues to gather pace in 2013, with competition between
converged devices, ecosystems and platforms, it is anticipated there will be continued mid-level
volume recruitment of commercial Marketing positions, whilst the beginning of the end game for
some brands continues to accelerate. Lower recruitment volumes in H1 2013 are anticipated, and
Mobile Payments continues to be a popular destination for candidates.

11Marketing & Sales
2013
PSD
Retail
CMO/General
Manager 140K+ £1000+
Director 80-130K 500-1000
Head of 60-100K 350-600
Manager 40-55K 200-250
During 2012 marketing within the Retail sector continued to become more digitally focused
with many businesses investing most or all of their budgets into online and multichannel activity.
Some retailers saw sales increase year on year but in most cases revenues were flat at best and
accordingly there was an emphasis on ensuring that marketing campaigns delivered tangible results
and a genuine return on investment, with the feeling that online acquisition marketing was easier to
measure, analyse and adjust as required.
In the offline space there was still hiring activity within the fields of Brand and Instore Marketing, with
some notable appointments being made in the Grocery and DIY sectors. Within Digital Marketing
there was an ongoing demand for acquisition focused individuals with a strong knowledge in
paid and organic search and CRM. Salaries remained on a par with previous years with digital
roles paying slightly more than their offline counterparts, primarily as a result of the smaller pool of
experienced candidates.
For 2013 we expect these trends to continue although are also seeing signs that CRM and retention
activity will play a key role in the marketing mix and candidates with experience in this space will be
in greater demand.

12Marketing & Sales
2013
PSD
Market Research
Global Director/
Regional CEO 130-190k 700-900
Partner/Global Head/
Regional MD 100-130K 500-700
Head of 80-95K 350-500
Director 60-75K 250-350
Manager 30-40k 135-150
The Market Research and Insight arena did not escape lightly in 2012 with the industry pushing
up hill all the way to maintain growth. The success stories followed those who dug the deepest to
uncover new approaches and differentiation, whether as a business or an individual.
Across the market the latter half of 2012 gave rise to confidence and a need to hire as business
plans and initiatives started to play out. However, margins continued to be squeezed given research
budgets remaining under scrutiny, the result of which was reflected in salaries showing little to no
uplift. The feedback from our respondents was clear, any bonus gained or pay rise received was felt
every step of the way through great investment and commitment on the part of the individual.
Our salary data does not show an uplift in wages nor bonuses this year whether client or agency
side. However, to note this has not driven a rise in candidates seeking new opportunities elsewhere.
The number of active candidates on the market has remained lower than average. Employees
reported a strong level of engagement with their business’ goals and vision. The feeling of security
within a known environment is highly valued whilst we navigate through unpredictable territory.
Attracting talent and importantly engaging candidates with your employer brand has become the
second differentiation project, particularly true when looking to recruit skill sets and capabilities in
high demand: digital research, data management and analytics, TMT sector experts, commercial
acumen, stakeholder engagement capability. Candidates putting ticks in these boxes achieve
the all important differentiation which in turn presents them with career choices. Key for potential
employers is therefore to be the ‘employer of choice’, but this is a point for further discussion.

13Marketing & Sales
2013
PSD
Salary Survey Results
How long has it been since your last pay review?
What % of your base salary was your most recent bonus?

14Marketing & Sales
2013
PSD
What is your bonus based on?
What benefits do you receive?

15Marketing & Sales
2013
PSD
Please rank the benefits below in order of attractiveness
when considering a new role?

16Marketing & Sales
2013
PSD
Please indicate the most and least important tools for
retention of staff?

17Marketing & Sales
2013
PSD
How would you describe your organisation’s headcount
plan for 2013?

18Marketing & Sales
2013
PSD
MARKETING & SALES TEAM FOCUS
Juliet Hardingham
Managing Director
Juliet.hardingham@psdgroup.com
http://www.linkedin.com/in/
juliethardingham
Retail Financial Services Sector for Retail
Banking, Insurance, Cards & Payments.
Kate Craig-Waller
Associate Director
kate.craigwaller@psdgroup.com
katecraigwallerpsd
Professional Services sector, including
Accountancy, Law, Management
Consultancy, Property, Engineering and
Institutions.
Stuart Bremner
Director
stuart.bremner@psdgroup.com
http://uk.linkedin.com/in/
stuartbremner
Technology Sectors to include Consumer
Electronics, IT, Mobile.
Daniel Shaw
Associate Director
daniel.shaw@psdgroup.com
danielshawpsd
Professional Services sector, including
Accountancy, Law, Management
Consultancy, Property, Engineering,
Construction and Institutions.
John Stembridge
Consultant
john.stembridge@psdgroup.com
http://uk.linkedin.com/pub/john-
stembridge/39/482/764
Financial Services sector including Retail
Banking, Card Providers, Insurance
Providers & Brokers, Payments Services
Providers and Ratings Providers.
Contacts

19Marketing & Sales
2013
PSD
MARKETING & SALES TEAM FOCUS
Emily Stamp
Associate Director
emily.stamp@psdgroup.com
http://uk.linkedin.com/in/
emilystamppsdmarketing
Consumer Products brands and a wide
number of Market Research Agencies. .
Richard Johnson
Senior Consultant
richard.johnson@psdgroup.com
uk.linkedin.com/in/
richardjohnsonpsd/
Market Research & Consultancy, Financial
Services, Media, Leisure/Travel, Utilities and
Retail sectors.

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