Report: Marketers in demand in startups

All marketing roles are in demand when it comes to start-ups, with senior roles valued by fledgling businesses, finds a new startup salary guide.

Australian startups provide 'growth marketers' with solid salaries across the country, according to a new report just published.

The Australian Startup Salary Guide 2019/2020, compiled by startup talent and growth firm, Think & Grow, and Amazon Web Services (AWS), analysed the salaries of 1000 people working across 63 venture capital-backed Australian startups.

Think and Grow director and partner, Jonathan Jeffries, told CMO marketers are important to the new growth sectors of the tech ecosystem and, more broadly, community building. And as the focus on customer experience grows, the roles of chief experience officer and chief customer officer will become "the next evolution of marketing".

"We have seen this develop over the past five years and it’s highly likely this will accelerate post-COVID-19 as we move into a new way of working and connecting to customer journeys," he said. "The emergence of ‘growth marketing’ as a role in high demand has seen many qualified marketers begin their careers in digital analytics and end up with growth becoming an important part of their job, as many online businesses prioritise customer growth and engagement."

While salaries are comparable, there is a caveat - this is only at a later stage of funding, but many outfits look to bring on marketing chief earlier, Jeffries said.

“Startup CMOs/VPs of marketing in APAC are paid well and can earn as much as c-level talent in corporations, especially in startups that have raised beyond Series B level. However, Australian tech firms tend to hire CMOs during the scaleup growth phase,” he explained to CMO.

In terms of marketing roles in startups, the report finds a broad split between the types of professionals in demand: Those who build and finesse the company narrative through traditional campaigns, design and messaging; and those who conduct more transactional marketing, where they manage the social, digital arbitrage and trading mechanisms.

The report stated many marketers are moving from traditional digital agencies into the startup ecosystem, with those experienced in SEO, SEM and social media management finding roles that offer them more autonomy and less corporate bureaucracy.

Like most roles in early-stage Australian technology firms, key positions in startups require an understanding or creation of a business strategy followed by strong execution, with an often limited budget or team, Jeffries said.

“The level of analytical depth usually is higher than that of a corporate, and to some degree from a spend basis, the assumed generated revenue is greater from a justified return-on-investment in startup marketing roles. On the other hand, spend on PR and product marketing and events can be more significant,” he said.

According to the survey, transactional marketers are attracted to the technical nature of startups, particularly people who enjoy the data analysis component, where they can abstract and analyse in real time.

When it comes to B2B vs B2C startups, the report argues marketing demands are quite different. The report stated those in the industry have reported B2B startups require marketers with long lead times outside the sales function, and typically use enterprise tools like Salesforce and IBM.

On the B2C side, the transactional trading culture prevails and marketers who are skilled at reading the behavioural metrics from social media platforms and digital marketing tools are finding good roles.

"This year we found 50 per cent of all roles hired by fledgling companies underneath a $3 million cap raise are senior marketing roles, indicating startups value the marketing function from the get-go."

While the report didn't provide gender pay gap data for startups - comparing male to female salaries for the same jobs within the sector - it found women held 75 per cent of senior marketing roles and 50 per cent of senior HR roles," Jeffries continued.

"In the work we have done, female candidates have been more successful in securing CMO roles, as well as country manager or managing director for regional expansion positions, when they have a commercial mind and CMO background."

To support the Australian startup ecosystem during this period, Think & Grow is extending free career coaching services to those in the technology industry who have been made redundant.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

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

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

What lies ahead for the future of marketing post-AI

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Ryota Miyagi

Brene Brown: What it takes to be a brave leader right now

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in