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PAY CHECK
Benchmarks on
who’s paid what in the digital marketing world
By Margaret Nearing
Marketing Magazine
May 21, 2001
The digital industry is suffering the aftershocks of what for some has
been an earth-shattering year. But while the rumblings and grumblings are
grabbing headlines, demand remains strong for new media employees, who
still command a premium when it comes to compensation.
"From 1999 to 2000, compensation
skyrocketed 33% in this area," says David Smith, vice-president of
the digital recruitment team at Mandrake Management Consultants in
Toronto. "This year that's stabilized or gone down by 1%. But an
account supervisor with four or five years' experience in a traditional ad
agency who moves to an interactive shop can still expect a 30%
raise."
Carmen Jeffery, account manager emerging technology at executive search
firm Bassett-Laudi Partners in Toronto, says that software applications
aimed at mobile communications services and devices have remained
especially strong. "Any company in the wireless vertical sector tends
to be growing its business because the technology and R&D are still
growing, often at the same pace as demand."
Where we got
the numbers
The salary ranges provided do not reflect a
statistically valid, comprehensive survey. Rather, they're educated ranges
from experts in the field and based on what someone can expect to earn if
they were to switch jobs now.
The process started with a compilation of current salaries from Mandrake's
comprehensive database. These amounts were discussed by a panel of experts
familiar with current compensation levels, which included Smith;
Jeffery; Frank Edwards, executive director of the Society of Internet
Professionals; and the head of HR for a leading digital agency, who
requested anonymity.
The data is largely based on the Toronto market, but reflects the highly
competitive nature of the digital sector in major urban centres across
Canada. Despite cutbacks and layoffs, demand is still strong for top
people in key areas. As mentioned, salary levels have been "pumped
up" over the past few years and employees in the digital area are
still demanding–and getting–a premium.
"Top" income includes stock options and bonuses, which can make
up a large portion of a person's compensation. However, times have
changed. Stock options–the right to buy a specific number of shares at a
set price–once a driving force in the dot-com sector, are disappearing.
Job seekers are now looking for higher base salaries.
"The excitement of options peaked in April 2000 and has now slid back
to 1997 levels–before options became the hot thing," explains
Smith. "Many companies are still willing to give them, but people
now want set salaries."
Jeffery agrees. "People are now being directly rewarded for the skill
sets they bring to the table. They're not going to accept a cut in pay for
options anymore."
One title that's obviously missing from the list is "digital creative
director." The group agreed that this is the toughest position to pin
down, with compensation levels spanning a tremendously broad range
depending on whether the CD has equity in the agency or is a salaried
employee.
While digital compensation rates have remained strong, the group did
caution that, depending on evolving economic conditions, a somewhat
different salary picture could be evident by the fall.
One final point. These numbers are in no way related to the more
comprehensive and statistically valid figures developed for Marketing's
annual salary survey.
Digital
Marketing Salaries
| ACCOUNT
MANAGERS Employed by digital agencies to manage client
relationships and grow their Internet-tool, digital-solution and
e-commerce businesses (does not include anyone tracking down new
business–see below). |
| Years Experience |
Start |
Top |
Additional Comp. |
| Under 3 years |
$35,000 |
$60,000 |
|
| 4-6 years |
$50,000 |
$75,000 |
|
| 7-9 years |
$70,000 |
$100,000 |
bonus |
| 10+ years |
$75,000 |
$110,000 |
bonus |
| ACCOUNT EXECUTIVES (new
business development) Employed by digital agencies, software vendors
and service providers to bring in new business through lead
generation, use of relevant industry contacts and cold calling.
Responsible for achieving revenues against set targets and quotas. |
| Years Experience |
Start |
Top |
Additional Comp. |
| Under 3 years |
$70,000 |
$100,000 |
includes comm. |
| 4-6 years |
$75,000 |
$135,000 |
includes comm. |
| 7-9 years |
$90,000 |
$175,000 |
includes comm. |
| 10+ years |
$100,000 |
$225,000+ |
includes comm |
| PRODUCT MANAGERS Employed
by marketers (clients). Responsible for product definition and
identity through projects conducted with marketing, sales and/or
technology. Mandate is to insure products reflect market demand and
that the capabilities of technologies (resources) available are
fully utilized and on the leading edge. |
| Years Experience |
Start |
Top |
Additional Comp. |
| Under 3 years |
$40,000 |
$50,000 |
|
| 4-6 years |
$50,000 |
$80,000 |
|
| 7-9 years |
$60,000 |
$110,000 |
bonus |
| 10+ years |
$90,000 |
$125,000 |
bonus |
| MARKETING
MANAGERS Employed by marketers (clients). Usually found in a
business-to-consumer environment. Most marketing managers are
responsible in one form or another for the brand equity and brand
volume. They usually work closely with the sales department and
outside agencies. |
| Years Experience |
Start |
Top |
Additional Comp. |
| Under 3 years (asst. marketing
mgr.) |
$45,000 |
$52,000 |
|
| 4-6 years (marketing mgr.) |
$60,000 |
$75,000 |
bonus |
| 7-9 years (sr. marketing mgr.) |
$70,000 |
$90,000 |
bonus |
| 10+ years (marketing director) |
$85,000 |
$125,000 |
bonus & options |
| PROJECT
MANAGERS Employed by agencies and marketers. Responsible for
leadership of support teams charged with project delivery of
either technical or non-technical services/tasks. Insures
timelines and budgets are met within set parameters and that
quality standards are met throughout the project to completion. |
| |
Non-tech
projects |
Tech
projects |
|
| Yrs Exp |
Start |
Top |
Start |
Top |
Addt. Comp. |
| Under 3 yrs |
35k |
60k |
50k |
65k |
|
4-6
yrs |
50k |
80k |
60k |
95k |
bonus & options |
7-9
yrs |
60k |
95k |
80k |
125k |
bonus & options |
| 10+ yrs |
100k |
125k |
95k |
165k |
options |
| CONTENT PRODUCERS/MANAGERS Employed
mostly by agencies, but also by some marketers.Responsible for Web
site and portal content development and sourcing. Either writes and
edits content independently or works with third-party content
providers to generate syndication agreements and partnerships. |
| Years Experience |
Start |
Top |
Additional Comp. |
| Under 3 years |
$26,000 |
$45,000 |
|
| 4-6 years |
$50,000 |
$70,000 |
|
| 7-9 years |
$55,000 |
$90,000 |
bonus |
| 10+ years |
$85,000 |
$115,000 |
bonus |
| INFORMATION ARCHITECTS Employed
mostly by agencies, but also by some marketers. Responsible for
determining the information flow of a Web site and/or portal and its
presentation to targeted end users. Designs frameworks for content
delivery and works with technical teams to insure that usability is
maximized. |
| Years Experience |
Start |
Top |
Additional Comp. |
| Under 3 years |
$40,000 |
$55,000 |
|
| 4-6 years |
$60,000 |
$90,000 |
bonus |
| 7-9 years |
$90,000 |
$100,000+ |
options |
| 10+ years |
N/A |
|
|
| ART DIRECTORS/DESIGNERS Employed
mostly by agencies, but also by some marketers. Responsible for the
overall visual effect of a Web site or other form of online visual
communication. |
| Years Experience |
Start |
Top |
Additional Comp. |
| Under 3 years |
$26,000 |
$50,000 |
|
| 4-6 years |
$40,000 |
$65,000 |
|
| 7-9 years |
$60,000 |
$100,000 |
bonus |
| 10+ years |
$90,000 |
$110,000+ |
bonus |
| GRAPHIC PRODUCERS Employed
mostly by agencies, but also by some marketers. Responsible for
high-tech production, including animation, Flash and Java. |
| Years Experience |
Start |
Top |
Additional Comp. |
| Under 3 years |
$26,000 |
$50,000 |
|
| 4-6 years |
$45,000 |
$60,000 |
|
| 7+ years |
N/A |
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