Despite louder calls for greater gender equality in job roles in Irish marketing, the latest salary, market insights and sentiment study by recruitment agency Alternatives and the Marketing Institute points to the gap in salaries actually widening. The reality of Brexit is showing up, with overall sentiment at 53 per cent negative and 14 per cent uncertain.
The gender pay differential increases the more senior the career level, including on a like-for-like role basis, with male directors being paid on average €17,500 more than their female counterparts for, on average, the same role and management level. Also, the gap in salaries, rather than narrowing, has instead increased over in the last year.
The report shows the trend is particularly apparent at head of level, where the gap is +11 per cent this year, compared to + eight per cent in 2018. The manager level gap is +seven per cent this year, versus + three per cent last year. On the benefits front, men accrue more in terms of car, bonuses, healthcare, share options and other job perks.
The greater benefits for men v women applies to permanent, flexible and remote working. The only benefits exception is in part-time jobs where women out-pace men. Overall, those in marketing roles are well remunerated. Salaries range from support level at an average of €34,000 base salary to directors at an average of €132,000 a year.
The picture that emerges is that females should seek and get benefits parity.
On average, the most lucrative roles by management level are marketing director €141,000, head of online €109,000 and head of marketing €95,000. In a fiercely-competitive market for talent putting upward pressure on salaries, two in three executives got a salary increase last year. Again, on average, multinationals pay better than Irish companies.
So too, larger companies pay better than smaller companies.
The business sectors most negative about Brexit impact are motor at 94 per cent, retail 82 per cent and FMCG 81 per cent. The sectors that vere towards a more positive or benign take on the UK leaving the EU are ecommerce on 25 per cent and tech and gaming, both on 29 per cent. The most prepared sectors for Brexit are government, retail and gaming.
| Career Level | Survey Range | Average TY | % Change | |
| Support | €25-50K | €34K | +13% | |
| Practitioner | €40-80K | €51K | +3% | |
| Manager | €50-90K | €70K | +4% | |
| Head of | €70-140k | €100K | +5% | |
| Director | €80-180K | €132K | +8% |
The report says the sectors least prepared include agency, hotel/leisure and manufacturing. With regards to talent trends, engagement issues remain, although somewhat improved on last year. Just over half of Irish marketers plan to stay with their company for two years or less, while only 59 per cent would recommend their employer to a friend.
Respondents reported working with tight resources, with most marketing departments having teams of under 10 and budgets of under €1 million. Digital’s dominance in terms of budget allocations continues with spend on content and social at 58 per cent, events at 40 per cent and PPC/SEO at 38 per cent. Press, radio and out of home is at 32 per cent.
With digital priorities, there is now an-over focus on short-term tactical spend to the detriment of long-term brand building. Also, 61 per cent of respondents said marketing was seen as a strategic, revenue generating partner. However, 19 per cent saw it as as a support function. Consumer sentiment in the last year was strong but less robust than previous years.
The survey is now in its sixth year.
Pictured is Bernie Keogh, managing director, Alternatives
