Sales & Marketing Market Update Q2 2017

July 4

 

This year marks an incredibly busy year for Sales and Marketing recruitment in Ireland. In the first two quarters, we have seen a number of international digital hubs expand their headquarters in Ireland, having a considerable impact on recruitment levels in the Sales and Marketing sector.

 

General Observations

Throughout the first half of the year recruitment of Sales & Marketing professionals remains highly competitive for organisations with high demand across the board for marketing professionals with specialised skills sets. Digital skills remain at the forefront of demand and in particular skills such as SEO, Data Analytics and Marketing Automation are increasingly sought after. This increase is due to more organisation’s concentrating on improving their online business interactions and retention of customers.  We found that customer-led insight and experience enhancement across multiple channels has been a primary focal point for many large organisation’s this year.

 

Digital Marketing

The demand for experienced digital marketing staff has been significantly evident in the first half of the year as companies continue to allocate more and more budget and resources to marketing efforts across digital channels. As a result, there has been an increase in roles emerging across Content Marketing, Digital Marketing, Digital Platform Development, Data Analysis, Customer Insight and Customer Experience Development.

 

The rise of the Marketing Advisor

In the past 12 months, we have observed a growing number of SMEs in Ireland have begun to integrate marketing with their long-term business strategies and growth plans. The importance of marketing professionals in an SME is increasingly being viewed as a key revenue generator and an advisory position, as opposed to a business support function. As a result, we are seeing Marketing Manager’s and CMO’s more and more involved with senior management and pitching growth stories and key KPI’s to Boards are becoming part and parcel of the senior marketing role.

The importance of marketing professionals in an SME is increasingly being viewed as a key revenue generator and an advisory position, as opposed to a business support function

 

Financial & Banking Services

The financial services and banking sectors were remarkably busy in recruiting marketing professionals throughout 2017, as they battle to compete and differentiate themselves in a competitive market. This trend shows no signs of abating, with demand for marketing candidates with experience in product development and customer journey proposition development being viewed as particularly attractive to companies in this sector. The battle for customer acquisition and retention has also lead to an increase in roles across the telco and utilities sector. Candidates with customer segmentation experience and customer experience development are highly sought after in this sector.

 

Salaries

With increased demand for specialist skills, salaries have started to increase slightly as businesses look to not only attract but also retain talent in these areas. In view of this, we expect many companies to evaluate the overall compensation package, as well as benefits and bonuses going forward in 2017. For a breakdown of salaries in this sector please click here.

 

Skills in Demand

Data Analyst Skills

The requirement for Big Data, Programmatic Marketing and Permission Marketing staff has been one of the major trends in 2017. Many companies are now data driven and use these results to shape their next strategic move. Employers are not only on the search for candidates with these skills but for individuals who also have the drive for constant adaptation and evolution of marketing processes. Another trend that has come to the fore is companies implementing marketing automation software for B2B and B2C online marketing, such as Marketo or Hubspot. There is a skills shortage for professionals with inbound marketing experience and these types of roles are in big demand this year.

Language Skills

Throughout 2017, we have experienced a growing increase in the number of employers seeking multilingual sales and marketing professionals as they manage EMEA focused campaigns from their Dublin headquarters. With the forecast of more multinational’s planning to set up in Ireland, there is a wealth of opportunities for sales professionals with bilingual skills.

 

The Year Ahead

There continues to be a significant increase of digitalisation and both Marketing and Sales professionals will need to continue to upskill to stay up to date with the evolving and shifting digital trends in the global market. A proven track record with Traditional Marketing, accompanied by a 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 this year.

If you are thinking of a move this Q3 in Sales and Marketing, for a confidential discussion please contact Damien Curley on dcurley@lincoln.ie or call 01 661 0444. 

About the Author

Winnie Nsubuga

Winnie Nsubuga

Consultant

wnsubuga@lincoln.ie+353 1 661 0444

I hold an Honours degree in Business specialising in Marketing from The Institute Technology of Sligo. My experience includes working in customer facing roles not only in Ireland, but Portugal and the United States. This experience has allowed me to utilise my skills in marketing, management and communication, and allowed me to lend my strengths to the recruitment world and here at Lincoln.

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