Sales & Marketing Salary Survey & Employment Overview 2016

admin / January 28, 2016

SAles marketing market overview 2016

Sales & Marketing Market Overview

2015 marks an incredibly busy year in the Sales and Marketing recruitment market in Ireland.

Large MNCs headquartered in Ireland have experienced significant expansion this year. For example, Vodafone invested €60 million into their European sales centre, LinkedIn hired 300 staff with another 100 vacancies still to be filled, and Indeed announced the creation of over 300 jobs over the next two years. It is abundantly clear that growth in this sector shows no sign of abating in 2016.


General Observations

The market remains highly competitive and the demand for candidates with specialised skill sets continues to increase. Digital skills remain at the forefront of interest for employers with importance placed on SEO and Data Analytics. Prioritisation on retention of customers has led to a great deal of importance allocated to data analysis and execution of targeted campaigns.

Commercially savvy Product Marketers are continually in demand across the Telecommunications and Financial industries. Companies are investing heavily in brand identity, brand safety and viewability, especially in regard to online presence. Targeted Content Marketing remains at the forefront in terms of both B2C (Business to Consumer) and B2B (Business to Business) Marketing and this trend will continue throughout 2016.

Specialised Digital Marketing roles remain in high demand. With that considered, Traditional Marketing Platforms have not been rendered obsolete. Thus, it is integral to evaluate every aspect of the customer journey as well as analyse ways to prolong customer lifetime value. Demand is high for Loyalty Retention and Communication Specialists.

“Digital skills remain at the forefront of interest for employers with importance placed on SEO and Data Analytics.”


Although base salaries are reasonably consistent with previous years, we would expect salaries in the coming year to begin to creep up for many. With that said, we expect many companies to place emphasis on the overall compensation package and on benefits and bonuses instead of significant salary increases. Bonuses are being paid a little more consistently and some flexible benefits (that were withdrawn c. 2009) are beginning to remerge, driving total compensation up. Our research also reflects this with a split down the middle with regards to Marketing candidates who received a pay increase this year (50%). Furthermore, the majority that did receive a pay rise (33%) received quite a significant jump, ranging between 15-20%.

Work / Company Culture

Amongst the Marketing professionals we surveyed, 51% expressed that the company and work culture were the most important aspects to them when choosing an employer or accepting a new job. This comes after compensation and benefits. Once again, these statistics bring the importance of employer branding for organisations under the spotlight. Employer branding is important not only to attract talent, but also for outlining the importance placed on the ‘employee experience’, It is critical for leadership to deliver the ‘employee experience’ in alignment with a strong employer brand. Candidates today want to work for an organisation with a positive environment and culture, and it is the responsibility of leaders and senior managers throughout the organisation to make this happen.

The Year Ahead

The increased digitalisation of both Marketing and Sales processes has left organisations seeking innovative ways to acquire and retain their customers in order to sustain a competitive advantage. This shift towards more digitally focused platforms has resulted in the need for Marketers across a wide variety of industries to upskill and stay invariably up to date with the evolving and shifting digital trends within the global market. Emphasis on Big Data, Programmatic Marketing and Permission Marketing remain at the forefront of trends moving into 2016. Employers will be looking at individuals who acknowledge the need for constant adaptation and evolution with regards to the Marketing process. A proven track record with Traditional Marketing accompanied by flair for creativity and knowledge of the various new digital platforms for optimising engagement will be the makings of successful individuals within the Marketing field in 2016.

For a full list of opportunities in Sales & Marketing, please click on the following link, you can also contact us on 01-661 0444 or email an updated CV to

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