Did you know that digital advertising spending in 2019 exceeded PLN 5 billion? And no, I'm not talking about global spending, but about the funds allocated for this purpose in Poland. Based on this alone, one important conclusion can be drawn: marketing is becoming an increasingly important element in the business world. Now, more than ever, effective promotional strategies are needed – both outbound and inbound. However, tools alone are not enough. Experts are needed to execute the campaign itself. So the question arises: how much does a marketing specialist earn? Learn more!
First, an important caveat: it's impossible to pinpoint a marketing specialist's salary with 100% certainty. Final earnings depend on many factors, and each company has its own salary policy. However, it's possible to identify salary ranges and factors that influence the final salary.
Who is a marketing specialist?
"Marketing specialist" is a very fashionable job title. The question is, what exactly does it mean? The answer? It depends. Generally speaking, the person who performs this job is responsible for managing the company's advertising activities . However, it's important to remember that the world of advertising is incredibly broad, and companies are increasingly choosing to collaborate with external specialists instead of establishing their own marketing departments.
The work of a marketing specialist employed directly by a company needing promotion looks different from the work of a person working on a team at a digital agency.
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And so:
- A marketing executive in a company is typically responsible for planning and coordinating promotional activities across all areas. This includes, for example, preparing the concept for advertising materials, planning promotional and discount campaigns (adapted to demand for individual products and seasonal changes), selecting media for promotions, managing the company's Facebook page, and so on.
- A marketing agency employee typically serves multiple clients, but in a narrower and more specialized capacity. They might, for example, be an expert in marketing campaign planning, or conduct SEM and social media marketing activities, etc.
Which solution is better from a company perspective?
Hiring a team of in-house marketing specialists is a move that can work well for larger corporations. Larger corporations, where extensive communication activities are underway, need individuals who can coordinate them while also selecting subcontractors to carry out specific tasks.
These are the people responsible for developing the operational strategy and, to some extent, implementing it. A marketing employee might, for example, order advertising materials, organize participation in trade shows and other industry events, or update the company website.
On the other hand, to run an effective campaign, especially in the digital market, experts with narrower specializations and in-depth knowledge are needed . Therefore, experts in SEM, SEO, social media marketing, and related areas typically collaborate with interactive agencies, where they focus solely on their specific field.
And how does this translate into earnings? It's reasonable to expect that someone responsible for planning and coordinating all marketing activities will enjoy a higher salary than a digital agency employee at the beginning of their career. It's the scope of duties and responsibilities that largely determine salaries in this industry.
How much does a marketing specialist earn – statistics
Since we're on the subject of statistics, let's start with the most general data. According to Wynagrodzenia.pl, the median salary for a marketing specialist is PLN 4800 gross . The data provided by the website is based on responses from employees themselves and provides a general point of reference. Based on this, we can also say that statistically:
- 75% of those working as marketing specialists earn more than PLN 3190 gross,
- every fourth person employed in this position earns more than PLN 5880 gross.
However, it's important to remember that the data presented here refers to individuals employed as marketing specialists. Salaries vary:
- younger specialists – i.e. people with less experience, usually at the beginning of their careers; the median in their case is PLN 4000 gross,
- Senior specialists – those with at least several years of experience, typically managing a team of several people and with a broader range of responsibilities. Their median salary is PLN 6040 gross.
Even higher salaries will be earned by team leaders implementing marketing strategies (median: PLN 6850 gross), marketing managers (average: PLN 9802 gross), and marketing directors. In a large corporation, such a position can earn more than PLN 20 gross.
What influences the earnings of a marketing specialist?
As can be seen from the above information, the first issue that influences the amount of earnings in the marketing industry is the position held , and therefore:
- experience,
- scope of responsibility,
- scope of responsibilities.
But that's not all. There are also other important factors to consider.
How much does a marketing specialist earn? An employment contract may offer different earnings than a contract of mandate or a B2B model. The latter is often chosen by experts who work for multiple clients and value maximum flexibility. A contract of mandate, on the other hand, may entail a lower gross salary but also a different scope of work.
Marketing specialists can expect the highest salaries in Warsaw – where salaries in almost all industries are among the highest in the country. However, specialists in smaller towns will receive lower salaries.
As this data shows , there's no such thing as "the larger the company, the higher the earnings." Statistics show that the highest earnings are earned by marketing specialists employed in companies with approximately 50-100 employees. Why might this be? It's because in large corporations, the marketing team is much larger (and therefore, responsibilities are shared among a larger number of people).
Base salary and benefits
When looking at marketing specialist salary statistics, it's important to remember that they typically refer to a base salary. However, both digital agencies and companies operating in other industries offer additional benefits. These include:
- bonuses for individual and team results – awarded on a monthly, quarterly or annual basis,
- private medical care,
- group life insurance,
- co-financing for training, courses or postgraduate studies,
- gym memberships etc.
Therefore, it's safe to say that those passionate about the world of marketing and possessing knowledge in this field can expect attractive earnings. The median salary is expected to increase each year.
And what does it look like in Verseo?
Of course, Verseo also employs marketing specialists , but they specialize in specific fields. However, we have no problem sharing our earnings data with others. You can find it here:
How much does a Google Ads specialist earn?
How much does an SEO specialist earn?
Summary
The above article covers the following topics:
- Definition of the position and areas of responsibility of a marketer
- Money in the Marketing Industry: Salary Analysis and Statistics
