The top marketing and CMO skills in demand in 2015

CMO speaks to recruitment specialists to find out what digital and data skills are in demand across the marketing function this year, as well as why CMOs need to hone in on ROI

What’s on the horizon

With the continual advancement of analytic tools, gaining an even deeper understanding of customer behaviour will continue growing in importance in 2015, Kenning said. He expected to see more defined roles in tracking, measuring, understanding and using that information cropping up within marketing teams as the year progresses.

“In Australia, expect to see a rise in job titles such as ‘data scientists’ and ‘customer experience’ specialists,” he said.

Davidson also saw greater emphasis on roles such as CRM and digital analytics over the coming year. “The need for content roles with good writing skills is always important. Clients lament the lack of good writing,” he added.

Khadi noted that from a digital perspective, UK organisations were now recruiting for more specialised skillsets in mobile marketing.

“There isn’t a lot of skillset in Australia in this – it’s mainly in the telecoms sector – so we’re not seeing it push through here just yet,” he said. “But the big data and CRM piece will keep growing and candidates are in a good position from a supply and demand perspective.”

Salary expectations for CMOs

According to Khadi, there can be as much as a $100,000 difference in base salary for CMOs today depending on experience, although he didn’t expect huge swings up or down in earnings this year. What is new, however, is a move by organisations to include both short- and long-term incentives around a CMO’s performance.

Khadi attributed these bonus structures to the demand for ROI from modern marketing leadership.

“There is an almost sales-like approach in the way marketer’s packages are being made up today,” he said.

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