Sales & Marketing Market Insights Q1 2017

Published on 19th January 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 titleYears of experienceAnnual salary range (S$)
Marketing Director15+250K–350K
Vice President10+150K–220K
Marketing Manager6+80K–130K

Corporate Communications / Affairs
Executive Director20+350K+
Vice President10+150K–200K
Assistant Vice President6–8100K–150K
Internal Communications Manager6–8100K–125K

Executive Director20+200K–300K
Conference / Event Manager6–1080K–120K
Events Specialist3–560K–80K
Media Relations Manager6–870K–100K

Market Research / Business Intelligence
Head of Market Research / Business Intelligence15+175K–250K
Market Research / Business Intelligence Manager8–10100K–150K

Commerce & Industry

Job titleYears of experienceAnnual salary range (S$)
Broadcasting / Entertainment
Vice President / Marketing Director15+200K–300K
Associate Director10+150K–200K
Marketing Manager5–860K–150K
Vice President / Director, Distribution12+200K–300K
Associate Director, Distribution10+125K–175K
Distribution Manager6–880K–120K
Vice President / Director, Advertising Sales12+200K–300K
Associate Director, Sales10+125K–175K
Sales Manager8+80K–130K

General Manager15+250K–300K
Sales Director12+150K–225K
Sales Manager8+60K–120K
Key Account Manager5–850K–100K
Assistant Key Account Manager2–440K–55K
Marketing Director15+125K–220K
Marketing Manager10+75K–125K
Assistant Marketing Manager6–860K–90K
Senior Brand Manager8–1090K–120K
Brand Manager6–1070K–110K
Assistant Brand Manager5 – 850K–70K
Category Manager5–890K–130K
Assistant Category Manager3–550K–70K
Product Manager5–850K–80K
Assistant Product Manager3–540K–60K
Trade Marketing Manager5–850K–90K
Assistant Trade Marketing Manager3–540K–60K

IT / Telecommunications
Sales / Business Development Director10–15+200K–300K
Account Director10–15+200K–250K
Marketing Director15+200K–250K
Marketing Manager8+100K–175K
Assistant Marketing Manager6+50K–80K
Product Manager3–560K–90K

Professional Services
Marketing Director15+150K–250K
Marketing Manager6–8+80K–120K
Business Development Director15+150K–200K
Business Development Manager6–8+90K–130K
PR Manager6–8+70K–110K

Circulation Director15+150K–225K
Circulation Marketing Manager6–8+60K–90K
Circulation Sales Manager6–8+60K–90K
Advertising Sales Director15+150K–200K
Advertising Sales Manager6–860K–90K

Head of Marketing15+130K–160K
Marketing Manager10+70K–120K
Assistant Marketing Manager5–840K–70K
Marketing Executive1–330K–45K
Brand Manager5–870K–100K
Assistant Brand Manager3–550K–80K
PR Manager5–860K–80K
Assistant PR Manager3–540K–60K
Merchandising / Buyer Manager8+70K–100K
CRM Director15+200K–250K
CRM Manager8+80K–130K

Advertising Agency
Group Managing Director20+500K+
Managing Director15+250K–400K
Business Director / Management Supervisor12+175K–250K
Client Services Director12+150K–300K
Strategic Planning Director12+200K–275K
Group Account Director10+150K–200K
Account Director6–875K–125K
Account Manager5+50K–70K

PR Agency
Managing Director20+250K–350K
Director / Practice Leader15+175K
Account Director6–890K–130K
Account Manager5+50K–80K

Sales Director15+200K–250K
Sales Manager8+100K–150K

Digital / E-commerce
Managing Director12+250K–350K
Marketing Director10+150K–300K
Sales Director10+150K–200K
Marketing Manager5+75K–125K
Sales Manager5+75K–100K

Travel & Hospitality
Marketing Director10+200K
Sales Director10+150K–200K
Marketing Manager6–870K–120K
Account Manager5+50K–90K
Sales Manager5+60K–100K

*Notes about salary table:

  1. Titles and levels vary from organisation to organisation.
  2. The salary ranges given are only approximate guides. For tailored salary advice, please contact us directly.
  3. 12-month base salaries are assumed.
  4. All other benefits and bonuses are in addition to these figures.
  5. 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.
  6. Holiday entitlements range from 1225 days with senior executives not usually receiving less than 18 days. Less than 15 is very rare and 20 days is becoming the norm.
  7. Healthcare policies are standard.
  8. Pension plans vary with some companies offering greater than the standard contribution. Top up schemes can increase employer contribution levels as much as 1520% of the base salary for senior executives.