So maybe you’re thinking about scaling your agency by hiring new marketing professionals. Even with the best tools at your disposal, you still need more boots on the ground.
Whatever the case, you’ve come to the right place. In this post I’ll breakdown the different specialties within marketing and the skills to look out for while you scale.
Depending on the size of your agency you may need a “jack of all trades”. Or, you may be looking for someone with a very particular skillset that compliments that of your current team.
First, let’s take a look at different career opportunities within Marketing. Then, let's dive into specific skills that define the perfect candidates in your quest to hire marketing professionals…
Note: Salaries range based upon experience, responsibilities and location. These estimates are based on data from Glassdoor.
Average Salary: $38-76k/ year
Who They Are: Your Marketing Specialist or Associate will be responsible for a few key things. They'll be generating campaigns, analyzing data and carrying out marketing activities from start to finish. Depending on experience and the needs of your agency, they may be focused on digital, print, social, or even pr. Marketing Associates will typically wear many hats and have credentials in several areas of expertise - (for example, Google Analytics). Often greener with 1-3 years experience, your Marketing Associate will help you scale your agency from the ground up!
Average Salary: $35-72k/ year
Who They Are: Similar to a Marketing Associate, a Social Media specialist will be responsible for: campaign creation, execution and reporting to name a few. However, as the title suggests will be heavily focused on social media efforts. While they may be particularly well versed with one corner of social media, (for example, Facebook Advertising), it is likely that they have 1-5 years of experience working across all platforms. That said, Experience and salary expectations will vary person-to-person, so be sure to consider the day-to-day responsibilities when creating your job description.
Average Salary: $42-83k/ year
Who They Are: You guessed it, the Email Marketing Manager will be heavily focused on creating top-of-the line email marketing campaigns for your agency. These individuals will work hard to build email lists, nurture email leads through digital communications. And of course, will create email campaigns with killer conversion rates.
Average Salary: $58-130k/ year
Who They Are: Brand Managers are a combination of creative, insightful and innovative, and will be the force behind the voice of your brand. They will work meticulously to fine tune all communications, and will ensure that everything that your business says and does is representative of the overarching “look and feel” you’re going for. Consider this: when you see the color “Tiffany Blue”, you’ll often think straight away of romance and fine jewelry. There’s no denying that the brand manager there did their job right!
Average Salary: $45-95k/ year
Who They Are: In a larger organization, it may be necessary to distribute marketing work amongst individuals or business units based upon specific products. Perhaps price points or target customers vary greatly, and so it makes sense that individuals stay focused in their “niche”. This is where a product marketing manager may come in useful. An expert at speaking to the product that they are responsible for, they will serve as a “jack-of-all-trades” within their segment.
Average Salary: $47-86k/ year
Who They Are: Your SEO manager will be an expert in all things Organic, and I don’t just mean fruits and vegetables. Search Engine Optimization will be the cornerstone of all your unpaid marketing efforts. Having an SEO manager in place might really help you lower your customer acquisition cost. A true master of google’s algorithms, this individual will make “ranking” your business their lifeblood.
Average Salary: $77-140k/ year
Who They Are: So, if it seems like there’s a lot more going on in Marketing than you previously realized, it’s because there IS! And of course, there are many more positions than those listed here. If you’re at a stage where you have several specialists plugging away in their niche, it may well be time for a Marketing Director. Your Marketing Director will help ensure that all Marketing activities are operating as they should, and that the overall trajectory of the business is a positive one. They can help you piece together an innovative marketing strategy, and will be responsible for getting the rest of the team on board!
Average Salary: $73-250k/ year
Who They Are: The crème-de-la-crème of the Marketing world, a CMO will be ready to lead the charge for all Marketing related activities for your business. A CMO will typically have 10+ years of experience in the field, not only as a marketer but as a previous manager or director. Your CMO will motivate, innovate, and operate to squeeze every last dollar out of the market. Typically, you’ll only need a CMO if you’re at a stage where you have multiple managers and multiple directors. This CMO’s job will be to run the show and manage them all; ultimately reporting to the CEO and board of directors.
So, there you have it - a quick list to reference when hiring marketing professionals. While there are numerous tools out there that can help you scale your agency without an extra set of hands. But, there may just come a time where the boots on the ground will be exactly what you need. What needs does your agency have right now? Leave a comment here and let the world know!
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