Marketing professionals prove hot property in Australian jobs market

Report shows an upward trend for rewards, salaries and recruitment for marketing professionals, but the industry is not without budget challenges

Pay raise

A young businessman walking up several pile of coins. All on white background.

accounting, background, banker, banking, broker, business, businessman, cash, composite, consultant, finance, financial, income, isolated, metaphor, metaphorical, raise, salary, stairs, symbolic, taxes, wages, white, dreamstime

dreamstime_13343422
Pay raise A young businessman walking up several pile of coins. All on white background. accounting, background, banker, banking, broker, business, businessman, cash, composite, consultant, finance, financial, income, isolated, metaphor, metaphorical, raise, salary, stairs, symbolic, taxes, wages, white, dreamstime dreamstime_13343422

A new jobs report has revealed an upward trend around rewards, salaries and recruitment for marketing professionals. But despite hot demand for talent, most marketers don’t feel budget allocation for project delivery is enough to deliver the best possible results.

According to the 2015/16 Michael Page Australia Salary and Employment Outlook, 83 per cent of marketing leaders will be rewarding their employees with a salary increase, and almost half plan to grow headcount over the next 12 months. Professionals with mid-level management experience are highest in demand.

“We have seen an increase in industry confidence as the jobs market for marketing professionals remains stable,” said David Khadi, director of marketing, sales, retail and digital at Michael Page Australia. “A stable economy means businesses feel more comfortable in the decisions they make and also means marketing budgets should be on the rise again.”

Khadi claimed this confidence is not just a phase and will continue to grow, given what is already happening internationally in the UK and US.

“You speak to a lot of marketers and even customers, and we’re actually behind a little bit when it comes to the technologies, social media and even the e-commerce platforms in retail,” he said. “So whether it is a strong economic time or a challenging time, the investments need to be made in marketing so businesses in Australia can maintain a competitive advantage. I think we’re going to go on a bit of a journey here and the investment will continue to flow through.”

Job types in highest demand are loyalty and acquisition marketing specialists, campaign managers, product managers and insights and analytics roles. Across Australia, the strength of hiring activity for marketing roles is strongest in Victoria, with growing improvement in other states.

“Salary increases have remained consistent, but increased confidence in the economy means there could be uplift in bonuses this year in New South Wales and Victoria,” Khadi said. “Additionally, the recent tax cuts for small and medium-sized businesses announced in the federal budget could mean higher levels of recruitment for the remainder of 2015 and going into 2016.”

Related: Data analytics, CRM, digital marketing top skills shortage list Despite these trends, 71 per cent of marketing employers do not believe their budget allocation is enough to deliver the best possible results. Meanwhile, 31 per cent of marketing employers said they would spend an increased budget on headcount and 28 per cent would spend it on marketing.

“Marketers are absolutely demanding more from a budget perspective, especially when you look at all the different channels to market now and the importance of digital.” Khadi said. “That skillset will vary from business to business depending on how savvy they are with their digital component.”

According to Khadi, organisations wanting to invest in digital that don’t have the initial framework will face an associated cost not only from the infrastructure, but also headcount and how that fits in with the overall business structure.

“There will be challenges with that as well as most businesses and heads of marketing have a certain salary banding associated with certain positions within their team,” he explained. “Sometimes, digital will fall into that, but in most occasions they will fall outside of that when it comes to hiring good talent. Once you hire the right talent, the next challenge is having the ability to set up different channels for digital platforms, then investments from a technology perspective.

“So if we’re going to get a bit more market share and a bit more voice with the customer, we need the funds there to give us the opportunity to do so.”

Khadi stressed marketing has evolved and will continue to evolve as very much as a strong commercial element of any business moving forward.

“While digital is a big focus, it won’t be the only thing, it will about the holistic marketer that has every other element associated with their background,” he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...

Steven Kizzy

KPMG Australia appoints ex-Publicis leader as head of brand strategy

Read more

When they say they had to much focus on traditional media, this is code for very bad creative, and very bad category strategy, Clearly th...

Rob

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

play barbie games https://www.barbi-igre.net/

Karlo Bozak

Rethinking gamification in marketing

Read more

There are lots of software tools available online that can do what you are asking about and also trace the location of a cell phone and e...

Curtis Bacchus

CMO's top 10 martech stories for the week - 9 August 2018

Read more

Love the counter intuitive StubHub example!

Rishi Rawat

Yale University says you’re missing this marketing advantage

Read more

Latest Podcast

More podcasts

Sign in