Your guide to Minnesota’s digital marketing industry updates, salary ranges, and more!

Marketing Salary Guide

Table of Contents

2

Meet the Team……………………….................................... 3

Understanding Your Salary Guide.…................................... 4

Modern Marketing Trends.................................................... 5

The Hidden Cost of Using an Executive Recruiter…........... 6

How to Find a Director-Level Job This Year....…………….. 7

Making Sense of Salary Trends……………………..……… 8

Overview of Salaries & Roles……………………………….. 9

Demand Generation..................................................... 10

Marketing Operations…………………………………. 12

CRM/Database Marketing…………………………….. 13

Marketing Automation...………………………………. 14

Digital Marketing………………………………………. 15

SEO……………………………………………………... 16

Paid Search/SEM………………………………………. 17

Social Media.…………………………………………… 18

Email Marketing…….………………………………..... 19

Web Analytics………………………………………….. 20

Leadership……………………………………………… 21

About Versique ……………………………………............ 23

Talent & Job Search Resources …………………............. 23

Introduction

3

Connect with Wes

Wes Lieser is an experienced Digital Marketing Recruiter at Versique, a Minneapolis-based executive search and consulting firm. In his time with the company, he has profiled over one thousand Demand Generation candidates from across the country, working with companies in the Bay Area, Los Angeles, Denver, Phoenix, Seattle, Austin, New York, New Jersey, Minneapolis, and Boston.

Connect with Laura

Laura King is an Executive Marketing Recruiter with more than 10 years of recruiting, recruitment marketing, and client management experience. Her passion and experience make her a valuable resource to clients ranging from emerging companies to Fortune 500 companies. Her deep connections in the market and her relationship-driven approach to tapping into the passive candidate market make her a natural choice for tough-to-fill roles. She is a true partner to her clients, taking the necessary steps to get to know each client’s unique culture and business goals.

Connect with Kate

Kate Bock is a Recruiting Project Coordinator at Versique, She supports the Digital Marketing recruiting team and assists them in filling roles nationwide. In Kate’s role, she explores the strategy and execution involved in each placement. The fast-paced nature of the company and the marketing industry fits well with Kate’s curious nature and dedication to providing an excellent experience to candidates and employers.

Meet the Team

The Marketing Salary Guide is a comprehensive resource for salary information and

hiring trends for marketing positions in Minnesota. This guide includes salary ranges

and role descriptions for the most critical marketing positions, along with important

industry insight.

The information in this salary guide was compiled using data from hundreds of

candidates within our database who were directly profiled for roles with our clients, as

well as dozens of marketing placements.

Understanding the latest salary trends and current hiring outlook is critical to your

organization’s ability to attract and retain the best talent. With this salary guide, you

will boost your competitive advantage and attract the best marketing talent in the

Minnesota market.

In this guide you’ll find:

• The latest and most accurate salary data and role descriptions for the top marketing

positions in Minnesota

• Expert advice for hiring managers on how to attract top marketing talent

• An in-depth review of the hiring outlook for marketing positions

Understanding Your Salary Guide

4

5

Modern Marketing Trends

Digital marketing uses many of the same tactics as traditional marketing; the difference lies in the ability to measure

results and refine future strategies based on that data. Digital tools provide unmatched insight into consumer

behavior, allowing modern marketers to focus their strategies with pinpoint accuracy.

What is Modern Marketing?

The rise of modern marketing means that customers have high expectations for brand experience. According to Olive

& Co, modern marketing “connects brands with real customers and drives business results by blending strategy,

creative, technology, and analysis.” This means not only providing an optimized user experience, but also ensuring

that every touchpoint on your site speaks to the value of your brand, establishes trust, and tells a cohesive story.

Modern Marketing Trends

Gartner, a leading technology research and advisory company, recently examined trends currently driving modern

marketing. Here are a few highlights:

1. Real-Time Marketing:

Real-Time Marketing tailors a relevant message to consumers in their time of need. Because they recognize the

immediate utility they can receive, the likelihood that they’ll buy increases. The goal is to connect consumers with

products or services they need, in the moment. With the widespread use of social media, real time marketing

efforts are more impactful than ever.

2. Responsive Web Design: According to Search Engine Watch, “67% of users claim they are more likely to purchase

from a mobile-friendly website.” Google has a mobile-friendly search policy, so your website needs a responsive

design that automatically adapts to be viewed comfortably and provide an optimal experience on any device.

3. Big Data is Here to Stay:

Big Data has become integral to the success of most modern businesses. With data, businesses can better

prioritize initiatives and determine what to focus on, what drives results, and what directly impacts the bottom

line.

4. Content is Still King:

According to a recent Business 2 Community article, 80% of business decision makers prefer to get company

information in a series of articles, rather than from an advertisement. Additionally, 9 out of 10 B2B buyers say

online content has a significant effect on purchasing decisions.

5. Enhancing Marketing Strategies with Digital Tools:

Modern marketing doesn’t aim to abandon print in favor of all things digital. Rather, it calls for embracing new

technologies to support and nourish traditional marketing tactics and find the balance between push and pull.

Modern marketers balance inbound and outbound marketing strategies to find the best ways to achieve

organizational goals.

How would you define modern marketing? What marketing trends do you see on the horizon?

By Laura King

6

The Hidden Cost of Using an Executive Recruiter

Two things likely happened when you read the title of this article:

1. Recruiters – You immediately get defensive and start formulating a response to discredit any information I might share.

2. Everyone else – You thought, “Ah ha! I knew it!”

This is one of the most overlooked aspects recruiters deal with on (what feels like) a daily basis. If you’re a Human Resources professional or hiring manager, you hate it when recruiters bring you a candidate that’s above the top of the compensation range.

On the other hand, if you’re a recruiter, you can probably count on one hand the number of times a company’s target compensation has exceeded your expectations for the role they’ve described.

A hiring manager and I were discussing their organization’s need for a Director of Demand Generation. After doing a full intake on the company, organizational culture, KPI’s of the role, etc. we started discussing salary.

I asked the hiring manager about the target compensation range and they referenced the Demand Generation Salary Guide Versique recently published.

They said, “based on the Salary Guide you came up with, I should expect to pay someone about $135K/year…that sounds about right to me.”

That makes sense, with one caveat – the salary guides we publish are a depiction of what individuals currently earn, not necessarily what you can expect to pay them if you want to woo them from their current role.

We profile thousands of candidates each year and the salary guides are great tools for people to make sure they’re being compensated fairly compared to their peers, but hiring managers have to dig a little deeper. I explained to the hiring manager, “the majority of the individuals I represent are not activelylooking for a new job. It’s very possible that the people you want to target already make $135K/year. Would you go any higher than that to entice them to make a move?”

Too often, clients seem to think recruiters only submit the most expensive candidates in order to get a bigger fee. In reality, we submit the best candidates because that’s what the client wants – the best candidates are just typically on the higher end of the salary scale.

The best thing that recruiters and hiring managers can do to smooth out the process is communicate. Hiring managers need to be open with salary expectations just as recruiters have to share what they see in the market. If communication stalls or expectations aren’t aligned, nobody wins.

By Wes Lieser

7

How to Find a Director-Level Job This Year

Are you thinking of making a career move this year? Do you want to know the most efficient and effective way to find your next opportunity?

First things first, stop wasting time on tons of lengthy online applications. One of the most common frustrations I hear from executives is that they’ve gotten nothing but an automated “thank you” email from their hours of effort on online applications. Even worse, many get no correspondence whatsoever.

If you’re ready for a career move, I propose the following exercise.

1. Target Your SearchIdentify where your skill set will be a value-add to other companies. Rather than take a shotgun approach, focus your time on companies that would pay good money to have you as a part of their organization.

2. Ask “How Can I Help?”Stop asking, “What’s in it for me?” and shift your perspective to, “What’s in it for my future company?” Think of all the ways you’ve helped your past organizations make money, save money, or improve processes. This gives you an advantage over most job seekers, who tend to focus on their own needs rather than those of the business.

3. Do Your ResearchCompanies you want to work for won’t fall from thin air; utilize some external resources. A few of my favorite include ZoomInfo and Book of Lists (most libraries have copies if you don’t want to buy it yourself). Check out the fastest growing private companies, companies who have recently gotten funding, etc.

4. Tap into Your NetworkOnce you’ve found a few target companies, determine if you have connections at any of these companies using LinkedIn and/or asking executive recruiters. Reach out using what you learned in step #2 and tell your connection why this company might be interested in an exploratory dialogue with you. Even if they’re not hiring, make it clear you’d still love to make an introduction. Figure out the right avenue to do this – should you meet over coffee before they feel compelled to go to bat for you? Also find out who you need to get in front of – the CEO, CMO, etc.? Doing your research helps you position yourself to be top-of-mind when a job comes up.

Yes, it can be that simple. After years of making connections between job seekers and employers, I might have a slight bias but, think about it – wouldn’t you rather make a connection with a live human being, rather than hope and pray someone is moved by what they see on your resume?

One more tip – maintain an Excel spreadsheet to keep track of the new connections you make in this process. Once you’ve landed in a new role, reach out to let them know how much you appreciate their assistance and ask how you can return the favor. And don’t forget to share what you’ve learned with others. Remember how you felt when you were job searching and lend a helping hand when others reach out to you.

By Laura King

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In the following pages, we detail role definitions and average salary ranges for the industry’s most in-demand Marketing positions. Please note that bonuses and equity are generally factored into the salary equation more significantly in some organizations than in others; our salary guide does not factor in any bonuses or equity.

Another factor to consider is that manager-level positions tend to have a wide average salary range. Manager-level titles are typically the most variable and overused. This means the salary ranges take into account those people that have “manager titles,” but may not necessarily manage others. Those with a “Senior Manager” title are also considered in this category.

*Note: The salary information collected for this guide was rounded to the nearest thousand.

Making Sense of Salary Trends

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Overview of Salaries & Roles

Role Salary Range

Demand Generation

Demand Generation Specialist $36,000 - $68,000

Demand Generation Manager $63,000 - $104,000

Director, Demand Generation $91,000 - $152,000

VP, Demand Generation $139,000 - $182,000

Marketing Operations

Marketing Operations Specialist $49,000 - $72,000

Marketing Operations Manager $65,000 - $102,000

Director, Marketing Operations $118,000 - $151,000

CRM/Database Marketing

Database Marketing Analyst $40,000 - $72,000

Database Marketing Manager $60,000 - $89,000

Director, CRM/Database Marketing $121,000 - $148,000

Marketing Automation

Marketing Automation Specialist $42,000 - $75,000

Marketing Automation Manager $65,000 - $93,000

Director, Marketing Automation $82,000 - $131,000

Digital Marketing

Digital Marketing Specialist $40,000 - $67,000

Digital Marketing Manager $59,000 - $96,000

Director, Digital Marketing $80,000 - $146,000

VP, Digital Marketing $113,000 - $202,000

SEO

SEO Specialist $37,000 - $75,000

Role Salary Range

SEO Manager $72,000 - $97,000

Director, SEO $94,000 - $132,000

Paid Search

Paid Search/SEM Specialist $37,000 - $76,000

Paid Search/SEM Manager $70,000 - $100,000

Director, Paid Search/SEM $98,000 - $132,000

Social Media

Social Media Specialist $31,000 - $60,000

Social Media Manager $54,000 - $76,000

Director, Social Media $97,000 - $122,000

Email Marketing

Email Marketing Specialist $38,000 - $75,000

Email Marketing Manager $74,000 - $107,000

Web Analytics

Web Analyst $44,000 - $93,000

Web Analytics Manager $85,000 - $105,000

Director, Web Analytics $100,000 - $134,000

Leadership

Marketing Manager $42,000 - $87,000

Director, Marketing $99,000 - $144,000

Director, Marketing Communications $80,000 - $99,000

Director, E-Commerce $94,000 - $136,000

VP, Marketing* $100,000 - $180,000

CMO* $110,000 - $221,000

*wide estimated salary range is the result from potential equity as part of overall compensation package.

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Companies now have better ways to attract, nurture, and close leads – mostly due to an increase in available data that provides insight into how to interact with your prospects, as well as when to interact with them. Persona building, lead scoring, and database segmentation are just a few important aspects of a nurturing strategy. The most important thing for a Demand Generation marketer to understand is that it’s not only about leads, it’s about the ROI that results from those leads. As reporting tools develop, leadership will see marketing ROI as a major contributor to revenue.

Demand Generation Salaries & Role Descriptions

Demand Generation Specialist$36,000 - $68,000

A Demand Generation Specialist has 1-2 years of experience using a marketing automation platform. They typically started their career in a sales support role so they understand how sales and marketing work together. No one goes to college to study Demand Generation (at least not yet) so these professionals typically learn on the fly. People in this role are generally responsible for executing campaigns that support marketing initiatives and reporting on the results using the CRM and/or MAP.

Demand Generation Manager$63,000 - $104,000

The Demand Generation Manager role is the most in-demand, and also the hardest to recruit for, due to the variance in required skills. The individual in this role has 3+ years of experience which includes administering the marketing automation system, creating email marketing/lead nurturing programs, as well as marketing and coordinating tradeshows and events. An individual in this role is typically a certified expert in the both the MAP (Eloqua, Marketo, Hubspot, Act-On, etc.) and CRM (SFDC, Dynamics, Sugar, etc.) platforms that are used by their company. In addition to the marketing automation platform, a Demand Generation Manager may also have a general understanding of SEO, SEM, PPC, and other digital marketing activities.

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Demand Generation Salaries & Role Descriptions cont.

Director, Demand Generation$91,000 - $152,000

This role is considered one of the most in-demand roles in this segment of the industry. Companies typically look for people with equally strong technical and strategic skills. Depending on the organization, a Director of Demand Generation has anywhere from 1-5 direct reports and the ability to develop overall strategy, but also doesn’t mind rolling up their sleeves. A Director of Demand Generation has a minimum of 5-7 years of experience and is tasked with establishing a marketing calendar, creating a content/nurture strategy, building the top of funnel, and nurturing leads through that funnel. Directors of Demand Generation also have advanced knowledge of current demand generation methods across multiple channels (email, webinars, SEM/SEO, PPC, display, retargeting, social, events, etc.)

VP, Demand Generation$139,000 - $182,000

The Vice President of Demand Generation position typically only exists in companies that are at, or above, $1B in revenue. This role is very involved in building the tech stack and making sure their teams have the best possible resources to be successful. They have 15+ years of experience in marketing, sales, strategic partnerships, and sales training. They have a team of at least 10 individuals which include digital marketing (SEO, SEM, email, content, social media) and an inside sales team (BDR, SDR, tele-prospecting, etc.). The VP of Demand Generation has typically held client-facing positions in the past (either sales or field marketing), and is extremely well-versed in the lead management process. It is this person’s job to lead the strategic direction to increase demand, foster cohesion between sales and marketing, and achieve increased efficiency and revenue.

A Demand Gen professional is well-versed in how to acquire, nurture, convert, and retain customers.

Furthermore, they have an understanding of the overall lead management process.

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If we look at demand generation as a vehicle, marketing operations is the internal nuts and bolts. Marketing operations is about managing the day-to-day funnel and automation infrastructure to make sure that the lead management process runs efficiently. These positions are very much involved with marketing automation and work very closely with both IT and sales to develop reporting and analytics to ensure that KPI’s are being met.

Marketing Operations Salaries & Role Descriptions

Marketing Operations Specialist$49,000 - $72,000

This position typically requires 1-2 years of hands-on experience using MAP and CRM. The person in this role manages the day-to-day operations for lead scoring, database segmentation, and campaign execution. They have a general overview of marketing infrastructure, but typically serve as more of a system administrator. The vast majority of this individual’s day is spent in the platform itself building campaigns for various marketing initiatives.

Marketing Operations Manager$65,000 - $102,000

This position is extremely hands-on and technical. It requires the use of both Marketing Automation and CRM systems. A Marketing Operations Manager typically has 5+ years of experience using marketing automation and tends to be more analytical than creative. The person in this role manages the database and design workflows in the MAP to increase the flow of qualified leads to sales.

Director, Marketing Operations$118,000 - $151,000

This role is responsible for leading the overall strategy and execution of a company’s lead roadmap and lead process to optimize funnel performance and shorten the sales cycle. They continuously perform maintenance checks of existing campaigns and programs while improving database cleanliness and overall business performance. This individual also manages the data reporting and the execution of multiple campaigns within the MAP. They should be an expert with the MAP and also be well-versed in statistical analysis, A/B testing, and project management.

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CRM/Database Marketing is where data lives. Marketing is a science, and this is where everything starts. From acquisition and nurturing all the way to retention, database marketers understand the entire customer lifecycle. These positions oversee the customer and prospect database, provide data support to various departments (sales, customer service/support, operations, etc.), and often assist with the direction of campaigns. Many high-level database marketers work at larger companies because smaller organizations often don’t have the luxury of having a Director of Database Marketing. Instead, they have a less expensive resource taking direction from marketing leadership.

CRM/Database Marketing Salaries & Role Descriptions

Database Marketing Analyst$40,000 - $72,000

A Database Marketing Analyst has 2-4 years of hands-on experience within a marketing database. Their main focus is reviewing and analyzing data loaded into, and exported from, the marketing customer database. They also monitor the quality of the data by building reports and performing input and output checks. The person in this role pulls marketing lists for direct marketing campaign and generally has extensive experience in creating reports, dashboards, and analytics to generate business insights and drive concrete actions.

Database Marketing Manager$60,000 - $89,000

The person in this role is typically a technical, hands-on expert in database marketing. A Database Marketing Manager is responsible for a number of initiatives including identifying and targeting customer populations for direct marketing campaigns (email, mail, etc.), collecting and analyzing customer data, driving customer acquisition, and securing customer retention. In short, this position provides data-driven insight to maximize the efficiency of the marketing strategy.

Director, CRM/Database Marketing$121,000 - $148,000

This role leads the strategy behind developing queries and extracting data to better define customer segments. This role works extensively with data to uncover KPI’s and better understand the customer. One of the key differentiators between CRM/database and demand generation or marketing operations is that there is an increased focus on the loyalty and retention of current customers, as opposed to generating new leads. In short, this position provides data-driven insight to maximize the efficiency of the marketing strategy.

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Marketing automation is only one aspect of demand generation – but it is a very important aspect. Nearly 60% of buying decisions are made before coming into contact with a sales person. Marketing automation is a tool that allows marketers to nurture potential buyers no matter where they are in the buyer’s journey.

Marketing Automation Salaries & Role Descriptions

Marketing Automation Specialist$42,000 - $75,000

The Marketing Automation Specialist is similar to a Demand Generation Specialist, but is exclusive to a particular MAP (Marketing Automation Platform). They usually have 1-3 years of experience with the MAP, and are either certified experts or have enough experience to be considered one. Most of their time is spent building campaigns for various marketing initiatives in the MAP itself.

Marketing Automation Manager$65,000 - $93,000

A Marketing Automation Manager has 5+ years of relevant experience. Their team could be as small as one, or as large as four. This role manages the data reporting, marketing calendar, content strategy, and execution of multiple campaigns in the MAP. Not only are they an expert with the MAP, they are also well-versed in statistical analysis, A/B testing, and project management.

Director, Marketing Automation$82,000 - $131,000

The Director of Marketing Automation role is very similar to the Director of Marketing Operations and, in some instances, the titles are even used interchangeably. The Director of Marketing Automation has 7-10+ years of experience and is an extremely technical MAP user. They are in charge of the strategic direction regarding lead scoring, lead management, segmentation, and email/nurturing programs. This individual has typically led or supported multiple different platform implementations as well as system administrator responsibilities.

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Digital Marketing applies technologies and platforms like websites, e-mail, paid search, apps (classic and mobile), and social networks to promote a product/service and engage with an audience. It’s often referred to as online marketing or internet marketing.

Digital Marketing Salaries & Role Descriptions

Digital Marketing Specialist$40,000 - $67,000

The Digital Marketing Specialist has 1-3 years of experience. Their primary responsibility is to build, grow, and optimize online marketing programs (SEM, display, and mobile) to drive day-to-day sales. This role assists in the development of online sales initiatives emphasizing sales growth, customer acquisition, and conversion rates. Qualified individuals have proven SEO/SEM experience and experience managing PPC campaigns across multiple search engines. They also have a solid understanding of performance marketing, conversion, and online customer acquisition.

Digital Marketing Manager$59,000 - $96,000

The Digital Marketing Manager has 5-7 years of experience in the execution of digital marketing best practices, and may be relatively new to the strategy side. Primary responsibilities include assisting with management of website development (internally or through a vendor), providing input on digital strategy, outlining site requirements, and managing project timelines. They also typically serve as primary project lead through web discovery, web strategy, user personas, IA/UX, site navigation, wireframes, site design, web development, web analytics, and launch.

Director, Digital Marketing$80,000 - $146,000

The Director of Digital Marketing has 7-10 years of experience, and plays a similar role to the VP of Digital Marketing, but the role is more hands-on and handles the day-to-day management of the digital marketing team. Furthermore, a Director of Digital Marketing implements new capabilities and related digital marketing strategies/tactics, including SMS and lifestyle marketing. They are a key contributor to the development of email strategy including customer segmentation, targeting, contact cadence, template formats, and personalization to maximize consumer engagement.

VP, Digital Marketing$113,000 - $202,000

The VP of Digital Marketing has 15+ years of experience and drives the vision, strategy, and execution of an organization’s online presence. They’re in charge of developing digital marketing strategy to achieve organizational goals and measurable results. Their responsibilities include building, maintaining, and advancing the company’s website with a focus on high quality design, navigability, content, and optimization to improve user experience. Furthermore, this role develops the interactive strategy and builds/implements the presence on related digital platforms including social media, apps, mobile, etc.

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Search Engine Optimization, or SEO, attempts to improve a website's organic search rankings in SERPs (Search Engine Results Pages) by increasing the relevance of a website’s content to search terms. Search engines regularly update their algorithms to penalize poor-quality sites that use dishonest tactics to increase rankings, making optimization a highly competitive moving target.

SEO Salaries & Role Descriptions

SEO Specialist$37,000 - $75,000

An SEO Specialist has 1-3 years of experience and is responsible for the development and execution of Search Engine Optimization strategies and tactics. They combine extensive SEO experience with editorial knowledge, and must be able to show organizational skills and communicate results. They work with and train cross-functional teams (editorial, technical, project and product managers) to optimize site content in a search-friendly manner.

SEO Manager$72,000 - $97,000

SEO Managers typically have 3-5+ years of experience and an in-depth understanding of how the integration of blogs, expert content, subject matter experts, video, and other content forms affect the outcome of a particular execution. They will serve as a player/coach for many organizations due to the fact that they are closely involved in both strategy and execution.

Director, SEO$94,000 - $132,000

The SEO Director has 7-10+ years of experience and is heavily involved in managing all Search Engine Optimization and Marketing efforts. This position strategizes all of the planning, optimizing, implementing, and analyzing of organic marketing activities. SEO Directors typically operate on both a strategic and tactical level, touching all aspects of search marketing including keyword management, campaign messaging, bidding strategies, creative testing, and analytics.

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Search Engine Marketing, or SEM, is designed to increase a website's visibility in search engine results pages (SERPs). Search engines provide sponsored (paid) results and organic (non-sponsored) results based on a web searcher's query. Search engine marketing includes all of an advertiser's actions intended to make a website's listing more prominent for topical keywords.

Paid Search/SEM Salaries & Role Descriptions

Paid Search/SEM Specialist$37,000 - $76,000

A Paid Search/SEM Specialist has 1-3 years of experience and handles the day-to-day execution of search engine marketing. They identify opportunities for additional website traffic and use Google Analytics, along with other tools, to evaluate the effectiveness of search and display campaigns. Another important responsibility is to improve conversions and reduce bounce rates of PPC campaigns.

Paid Search/SEM Manager$70,000 - $100,000

A Paid Search/SEM Manager has 4+ years of experience. Responsibilities of this role include developing PPC strategies and campaign efforts for new clients, providing keyword and competitive research, recommending and implementing specific account optimizations, and providing monthly reporting communications. The Paid Search/SEM Manager role requires an individual capable of building creative keyword strategies while analyzing and interpreting data.

Director, Paid Search/SEM$98,000 - $132,000

The Director of Paid Search/SEM has about 7+ years of experience and has the ability to operate on both a strategic and tactical level, touching all aspects of the search marketing roadmap including vendor selection, system recommendations, keyword management, bidding strategies, creative testing, and analytics. This position requires hands-on knowledge of SEM best practices and a proven track-record of delivering qualified traffic from both an acquisition and conversion standpoint. This role also requires a very analytical mindset and an individual that is consistently driven to optimize search marketing campaigns for maximum efficiency and effectiveness.

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Social media marketing is the process of gaining website traffic or brand awareness through social media sites. Social media marketing programs center on efforts to create content that attracts attention and encourages readers to share it across their own social networks. The resulting electronic word-of-mouth refers to any statement consumers share via the Internet about an event, product, service, brand, or company. The message spreads from user to user and resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. This form of marketing results in earned, rather than paid media.

Social Media Salaries & Role Descriptions

Social Media Specialist$31,000 - $60,000

A Social Media Specialist has 1-3 years of experience and is involved in the day-to-day management of the organization’s various social media accounts including Facebook, Twitter, LinkedIn, Google+, etc. A majority of their time is spent producing creative, original content and using data to make actionable recommendations to consistently improve the online presence. This could involve live-tweeting at an event, posting pictures to Twitter or Facebook, planning the editorial social media calendar, and more.

Social Media Manager$54,000 - $76,000

Social Media Managers have 3-7 years of experience and provide expertise on developing and implementing a social media strategy. This includes creating content for blogs and social media accounts (Twitter, Facebook, Google+), managing social media accounts and engaging with the online community, creating e-mail campaigns and digital newsletters, monitoring the online presence, and staying up-to-date with trends and changes. Lastly, Social Media Managers are familiar with using tools like Google Analytics to measure the effectiveness of online initiatives.

Director, Social Media$97,000 - $122,000

The Director of Social Media has 7-10 years of experience and works in the intersection of integrated marketing communications, digital marketing, and customer marketing. This role is primarily found in Fortune 500 organizations. Their main focus is overseeing all of the social media content creation, strategy, and customer engagement. Furthermore, they work with the digital marketing team and CMO on ad-hoc social listening requests, and elevate any sensitive situations to management and the Customer Care Center.

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Depending on the organization, email marketing can be very similar to marketing automation. Email marketers focus on response rate, customer database segmentation, deliverability optimization, and A/B testing to improve efficiency. Typically, companies feel that B2B and B2C email marketing (mostly e-commerce) are two completely different skill sets.

Email Marketing Salaries & Role Descriptions

Email Marketing Specialist$38,000 - $75,000

With 1-3 years of experience, an Email Marketing Specialist is the individual who deploys emails and focuses on making those emails resonate with audiences to drive conversion. They create email messaging/nurture campaigns given to them by leadership. They typically have basic skills with HTML coding for email, an understanding of A/B testing, and experience with campaign optimization.

Email Marketing Manager$74,000 - $107,000

An Email Marketing Manager has 5-7 years of experience and most often is the player/coach for the organization. They have enough experience to assist with the message and deliverability strategy, but also handle much of the execution of such strategies. They also partner with the creative team to design email and communication templates. Email Marketing Managers establish best practices for the success of email marketing campaigns and analyze back-end data of email campaigns to make recommendations for enhancing their effectiveness.

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Web analytics refers to the discovery and communication of meaningful patterns in data. It’s used to measure the efficiency and effectiveness of various digital marketing efforts to maximize ROI.

Web Analytics Salaries & Role Descriptions

Web Analyst$44,000 - $93,000

A Web Analyst has 2-4 years of experience and assists with the execution of daily, weekly, and monthly reports to support the business. They analyze and interpret data from a variety of sources including web analytics tools, email service providers, etc. Furthermore, they will need to provide insights, impact, and ROI of online marketing tactics, web site changes, events, and other key drivers of web visitor behavior. They often have experience working with analytics tools like Adobe Analytics, Google Analytics, etc. Other skills like general HTML/Javascript, SQL, and query language knowledge are a plus.

Web Analytics Manager$85,000 - $105,000

The Web Analytics Manager has 5+ years of experience and is responsible for site analytics, site testing, tagging and auditing, and enhancing the online experience. This individual also provides a strategic point of view on how to grow and improve the organization’s website by identifying and quantifying opportunities for improvement. The Web Analytics Manager maintains strong relationships across many functions including CRM, finance, IT, marketing, merchandising, and customer service to facilitate understanding and optimize the online experience.

Director, Web Analytics$100,000 - $134,000

The Director of Web Analytics has 10-15 years of experience and plays a key role in establishing the strategies, frameworks, and methodologies for consumer analytics. They also direct the execution of all related analysis. This person develops weekly and monthly reporting, creates performance management dashboards and models, and conducts ad-hoc analysis of key opportunities that drive the consumer audience modeling and forecasting for purposes of goal setting. This role partners with cross-functional business teams – including marketing, product management, development, SEO, and operations – to identify key consumer audience measurements/metrics and business levers. This person has an in-depth understanding of web analytics methods and frameworks, tracking, and business information systems (Web Analytics software, Google Analytics, Adobe Marketing Cloud, etc.), as well as a solid working knowledge of software applications for data analysis and presentation (i.e. MS Access, Excel, PowerPoint, and SQL, etc.).

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Leadership Salaries & Role Descriptions

Marketing Manager$42,000 - $87,000

Marketing Managers have 3-7 years of experience. Their responsibilities vary with company size and type. In small companies, this role might be equivalent to a larger company’s Director of Marketing. Responsibilities may include development and implementation of marketing programs including advertising, branding, design, communications, and more. They often handle SEO/SEM, social media, vendor management, content creation, sales support, event planning, etc.

Director, Marketing$99,000 - $144,000

A Director of Marketing has 7-12 years of experience and focuses mainly on supporting sales, business development, and research and development functions within the company. They develop strategies for the company and provide recommendations on growth opportunities in product portfolios, emerging markets, mergers and acquisitions, and/or new products/technologies. They also lead the communication of brand vision and goals to the rest of the marketing team including account managers, SEO specialists, PPC specialists, copywriters, designers, brand managers, compliance specialists, etc.

Director, Marketing Communications$80,000 - $99,000

Reporting to the VP of Marketing or the CMO, the Director of Marketing Communications ensures best-in-class delivery of brand messages both internally and externally through a variety of channels including print, online, social, and website. This role often manages public relations, media buying, and all marketing communication materials, including sales materials. To do this effectively, the role builds strong relationships and partners with key stake holders within the company.

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Leadership Salaries & Role Descriptions cont.

Director, E-Commerce$94,000 - $136,000

The Director of E-Commerce has 8+ years of experience and is ultimately responsible for financial targets generated through their company’s website. This is done through business planning, strategy, development, web analytics, and utilizing technology best practices. This role works cross-functionally with teams including marketing, U/X, and information technology to understand how customers interact with their company’s product/services to drive desired results. They lead their teams and are well-versed in tactics like multivariate and A/B testing, mobile promotions, lead nurturing, and cross channel promotions.

VP, Marketing$100,000 - $180,000

In small- to mid-sized companies, the Vice President of Marketing generally leads the marketing function. When smaller firms rely heavily on marketing, you may occasionally see the CMO title. The VP of Marketing is part of the executive leadership team and drives overall branding, internal and external communications, and online visibility. This typically requires 12+ years of experience within a similar industry sector. Without specific industry experience, 15+ years of experience is usually required.

CMO$110,000 - $221,000

A CMO typically has 20+ years of experience and sits on the executive leadership team. The CMO shapes the company’s overall branding message, go-to-market strategy, marketing communications messaging. They are also in charge of building the marketing team. A main focus of the CMO is to define and maintain marketing KPIs in conjunction with business goals. Furthermore, CMOs supervise the organization’s marketing funnel - from building the top of funnel to sign up, on-boarding, and ongoing customer engagement.

About Versique

Talent & Job Search Resources

Versique is one of the largest talent acquisition firms in the Midwest, and specializes in both consulting and permanent placement. The firm’s team has more than 400 years of combined experience.

The recruiting and consulting team specializes in the following practice areas: information technology, human resources, digital marketing, engineering/operations, finance/accounting, sales, CPG (consumer packaged goods), and executive retained search. Versique also has a digital marketing agency, Parqa, that specializes in demand activation using SEO, PPC, inbound marketing, and more.

Versique has filled thousands of positions and its network of connections is one of the strongest in the industry. We create amazing connections.

Contact Our Marketing Recruiting Team

Call today to find a new opportunity for yourself or to start the search for top marketing talent to add to your team!

952.767.3153 | Email Us

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