SALARY SURVEY 2013 - Robert Walters Singapore

LONDONLONDONMARKETINGLONDONMARKETINGMARKETINGRobertWaltersGlobalSalarySurvey2013 30Ourmarketingdivisionworksacrossanumberofsectorsincluding:• Financialservices• FMCG• Leisureandtravel• Mediaandentertainment• Professionalandbusinessservices• Retail• TechnologyandtelecommunicationsWerecruitavarietyofmarketersonbothapermanentandcontractbasis,rangingfromgeneraliststobrandandproductmanagers,communicationsspecialists,marketresearchprofessionalsanddigitalmarketers.MarketOverviewConsumerMarketingAlthoughdemandforconsumermarketersfluctuatedin2012,businesseswerecontinuingtorecruitinanumberofspecificareas.Withemployersfocusedonmaximisingtheirmarketingactivityastheysoughttodeepenrelationshipswiththeircustomers,generalistdigitalmarketersweresought-afterasbusinesseslookedtoimprovetheiroverallonlineofferings.Fortheseroles,companiessoughtindividualswhocouldbringavarietyofstrategicelementstogether,includingsocialmedia,SEOandPPC,toensureasinglemessagewasbeingportrayedtothemarket.Asbusinessesconcentratedonattractingnewcustomersinahighlycompetitiveenvironment,innovationmarketerswhocoulddevelopnewproductlineswerealsoparticularlysought-after.BusinessMarketingTheprofessionalservicesmarketremainedconsistentin2012,withvacancylevelscontinuingtoberelativelyhigh.Whilewedon’texpectmarketingteamstogrowinthisspacefortheforeseeablefuture,replacementhiringwasoccurringatmostemployers.Asaresult,wesawconsistentdemandforbusinessdevelopment-focusedmarketingprofessionalswhowerecommercialinoutlookandunderstoodhowtoworkeffectivelyinpartnershipandmatrixenvironments.Strongcandidatesinthisareawithrelevantindustryexperiencewereconsistentlyreceivingsalaryincreasesof20%whenmovingjobs.Whilejoblevelswithinbusinessservicesalsoremainedrelativelyhigh,candidatescontinuedtobelessattractedtothesecompanies.Typically,organisationsfromthisbackgroundhadsmallermarketingteamsandthereforesoughtmorevariedexperience(i.e.amixtureofhands-onandstrategicskills)andwerelesslikelytorequirespecificindustryknowledge.Becausetheycouldoffercost-savingsolutionstotheirclients,newtechnologybusinessesweregrowingandthisledsometoexpandtheirmarketingteams.Themajorityofvacanciesinthisareawereproductled,withemployersparticularlykeentohireindividualswhounderstoodthetechnicalnatureoftheservicetheyoffer.Anabilitytoworkwithinternalsalesteamswasalsoanimportantqualityformanyemployers,aswasdemonstrableexperienceofconvertingmarketingactivityintoprofit.Salariesonoffertendedtobehigherinthissector,withmostfirmsalsocontinuingtopaybonuses.FinancialServicesThejobsmarketremainedchallengingwithinfinancialservices,withthemajorityofrecruitmenttakingplaceintheassetmanagement,retailbankingandinsurance(particularlyreinsurance)sectors.Acrosstheentireindustry,therewasafocusonhiringmarketerswhocouldaddvaluetothebusiness.Inparticular,wearesawcontinuingdemandforinvestmentandRFPwritersasfirmssoughtindividualswhocouldgeneratenewbusiness.Forsimilarreasons,productandacquisitionmarketersweresought-afterasemployerslookedtogaincustomersfromtheircompetitors.Digitalmarketerswerealsoindemand.Fortheseroles,socialmediaexperiencewasbecomingincreasinglyimportant-particularlywithintheretailbankingsectorasthesebusinessessoughtimprovedengagementwiththeircustomers.Atthesametime,investmentbankssoughtcommunicationsprofessionalswithsocialmediaexpertiseasplatformssuchasTwitterbecomeanintegralpartoftheirPRstrategies.Althoughsalariesremainedrelativelyconsistent,bonuslevelsfell.Thistrendcausedanincreaseinthenumberofprofessionalsconsideringlesspressurisedrolesoutsideofthefinancialservicesthatofferedimprovedwork-lifebalance.Outlookfor2013Wedonotanticipateanydrasticshiftsinmarketconditionsandexpectacontinuationofexistingtrends.Asaresult,replacementhiringislikelytocontinueacrosstheboard,withgrowthinisolatedareas(i.e.newtechnologyfirms).MarketerswithdemonstrableexperienceofgeneratingROIwhocomefromacommercialbackground(i.e.whoarenumerateandpossessagoodbusinessunderstanding)willremainindemand.Withinconsumermarketing,innovationmarketerswillcontinuetobehiredasbusinessesseektocreatenewproductandserviceofferings.Withmanyprofessionalshavingstayedintheirexistingjobsforasustainedperiod,weexpectanotablevolumetocontinuetoseeknewopportunities.