Sales & Marketing Market Insights Q1 2017

Throughout 2016, there has been a continuous demand for high-calibre professionals within Sales & Marketing functions. However, demand for professionals with experience in sales and business development has been higher than marketing and communications professionals.

Demand for senior Sales & Marketing talent in 2016 has been quieter in Singapore, as companies take a strategic and conservative view in the positions they want to place here versus other markets in the South East Asia region.

Hot areas in the job market continue to be Digital, Data, Analytics and Performance Marketing.

Emerging, smaller markets are hot for retail

There was also a demand for Sales & Marketing professionals in the consumer or retail space, particularly for junior to mid-management level roles across Key Accounts, Commercial and Retail Operations.

We saw a trend where many consumer or retail companies looked to break into more emerging markets such as Vietnam, Thailand and Indonesia by opening new offices or stores in these countries. To cater for business expansion and brand consolidation in these markets, many businesses were open to hiring more sales & marketing professionals at the senior or general management levels.

On the Services industry side, there was healthy hiring activity for sales and marketing executives for many financial information services and fintech organisations throughout 2016.

As we go into 2017, we also expect to see a higher demand for legal business development professionals who are strong in business pitches as we have seen increased interest in international firms looking to establish a footprint in Singapore.

In the B2B sector, we saw logistics, technology and telecommunications companies continuing the demand for Sales & Marketing talent, though these are, as with Consumer & Retail sectors, largely for mid-management level roles. Also, this talent demand is focused on Sales rather than Marketing expertise.

e-Commerce hits overdrive

The start-up community has been seeing consistent, high activity in terms of Sales & Marketing talent acquisition. Demand for these professionals has been continuously growing, especially in the online space.

Lines between creative agencies have continued to blur in 2016, with the concept of an integrated agency becoming very attractive to an organisation's needs. A number of agencies are looking to build in-house capabilities that may have been deemed "off-brand” in the past. We are also seeing management consulting giants either acquiring or organically growing their own creative capabilities at an aggressive rate.

Outlook for sales & marketing talent in 2017

Content continues to be the most important concept spoken about across both offline and online channels for both B2B and B2C areas, with the rise of digital. With both the government and multinational e-Commerce powerhouses continuing to make large-scale investments in Singapore, we are seeing a hiring demand in these areas.

Both in-house digital capabilities and experienced commerce consultants are in need for technical implementation, marketing optimisation and digital supply chains.

While generalist performance marketing individuals are still in demand, we are seeing a talented pool of professionals who have further specialised skillsets in areas such as programmatic, mobile, social media and video.

We encourage aspiring sales and marketing professionals to continue watching this space.

Sales & Marketing
Salary Report for Q1 2017*

Banking & Financial Services
Job title	Years of experience	Annual salary range (S$)
Marketing
Marketing Director	15+	250K–350K
Vice President	10+	150K–220K
Marketing Manager	6+	80K–130K
Corporate Communications / Affairs
Executive Director	20+	350K+
Director	15+	175K–275K
Vice President	10+	150K–200K
Assistant Vice President	6–8	100K–150K
Internal Communications Manager	6–8	100K–125K
Events
Executive Director	20+	200K–300K
Director	15+	175K–225K
Conference / Event Manager	6–10	80K–120K
Events Specialist	3–5	60K–80K
Media Relations Manager	6–8	70K–100K
Market Research / Business Intelligence
Head of Market Research / Business Intelligence	15+	175K–250K
Market Research / Business Intelligence Manager	8–10	100K–150K

Commerce & Industry
Job title	Years of experience	Annual salary range (S$)
Broadcasting / Entertainment
Vice President / Marketing Director	15+	200K–300K
Associate Director	10+	150K–200K
Marketing Manager	5–8	60K–150K
Vice President / Director, Distribution	12+	200K–300K
Associate Director, Distribution	10+	125K–175K
Distribution Manager	6–8	80K–120K
Vice President / Director, Advertising Sales	12+	200K–300K
Associate Director, Sales	10+	125K–175K
Sales Manager	8+	80K–130K
FMCG
General Manager	15+	250K–300K
Sales Director	12+	150K–225K
Sales Manager	8+	60K–120K
Key Account Manager	5–8	50K–100K
Assistant Key Account Manager	2–4	40K–55K
Marketing Director	15+	125K–220K
Marketing Manager	10+	75K–125K
Assistant Marketing Manager	6–8	60K–90K
Senior Brand Manager	8–10	90K–120K
Brand Manager	6–10	70K–110K
Assistant Brand Manager	5 – 8	50K–70K
Category Manager	5–8	90K–130K
Assistant Category Manager	3–5	50K–70K
Product Manager	5–8	50K–80K
Assistant Product Manager	3–5	40K–60K
Trade Marketing Manager	5–8	50K–90K
Assistant Trade Marketing Manager	3–5	40K–60K
IT / Telecommunications
Sales / Business Development Director	10–15+	200K–300K
Account Director	10–15+	200K–250K
Marketing Director	15+	200K–250K
Marketing Manager	8+	100K–175K
Assistant Marketing Manager	6+	50K–80K
Product Manager	3–5	60K–90K
Professional Services
Marketing Director	15+	150K–250K
Marketing Manager	6–8+	80K–120K
Business Development Director	15+	150K–200K
Business Development Manager	6–8+	90K–130K
PR Manager	6–8+	70K–110K
Publishing
Publisher	20+	275K+
Circulation Director	15+	150K–225K
Circulation Marketing Manager	6–8+	60K–90K
Circulation Sales Manager	6–8+	60K–90K
Advertising Sales Director	15+	150K–200K
Advertising Sales Manager	6–8	60K–90K
Retail
Head of Marketing	15+	130K–160K
Marketing Manager	10+	70K–120K
Assistant Marketing Manager	5–8	40K–70K
Marketing Executive	1–3	30K–45K
Brand Manager	5–8	70K–100K
Assistant Brand Manager	3–5	50K–80K
PR Manager	5–8	60K–80K
Assistant PR Manager	3–5	40K–60K
Merchandising / Buyer Manager	8+	70K–100K
CRM Director	15+	200K–250K
CRM Manager	8+	80K–130K
Advertising Agency
Group Managing Director	20+	500K+
Managing Director	15+	250K–400K
Business Director / Management Supervisor	12+	175K–250K
Client Services Director	12+	150K–300K
Strategic Planning Director	12+	200K–275K
Group Account Director	10+	150K–200K
Account Director	6–8	75K–125K
Account Manager	5+	50K–70K
PR Agency
Managing Director	20+	250K–350K
Director / Practice Leader	15+	175K
Account Director	6–8	90K–130K
Account Manager	5+	50K–80K
Online
Sales Director	15+	200K–250K
Sales Manager	8+	100K–150K
Digital / E-commerce
Managing Director	12+	250K–350K
Marketing Director	10+	150K–300K
Sales Director	10+	150K–200K
Marketing Manager	5+	75K–125K
Sales Manager	5+	75K–100K
Travel & Hospitality
Marketing Director	10+	200K
Sales Director	10+	150K–200K
Marketing Manager	6–8	70K–120K
Account Manager	5+	50K–90K
Sales Manager	5+	60K–100K

*Notes about salary table:

Titles and levels vary from organisation to organisation.
The salary ranges given are only approximate guides. For tailored salary advice, please contact us directly.
12-month base salaries are assumed.
All other benefits and bonuses are in addition to these figures.
Bonus ranges can vary significantly from company to company and will be influenced by market conditions, business and individual performances. Bonus ranges from 1 month at the low end to 100%+ at the upper.
Holiday entitlements range from 12– 25 days with senior executives not usually receiving less than 18 days. Less than 15 is very rare and 20 days is becoming the norm.
Healthcare policies are standard.
Pension plans vary with some companies offering greater than the standard contribution. Top up schemes can increase employer contribution levels as much as 15–20% of the base salary for senior executives.