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2017 salary study: sales and webmarketing jobs (Paris)

Let us share with you or first salary study on Sales and Webmarketing jobs!

29.03.2017

INTRO

With over 400 recruitments in one year, made for pure-players, startups and big groups, we have identified and analyzed the evolutions of sales & webmarketing salaries.
The study was carried based on salary information gathered by the recruitments we made, for pure players, web agencies, software editors, startups and digital departments of big groups. The data collected have been balanced by a qualitative and empirical approach, in order to be as accurate as possible compared to the market it illustrates: Urban Linker’s senior consultants, experts in digital jobs, analyzed the results.

This study is a quantitative and qualitative analysis, based on the recruitments carried out before January 31st 2017, and only involves the geographic area of Paris and its surroundings. Numbers are given in gross k€/year. 

WEBMARKETING SALARIES

Salary Junior (0 to 3 years) Confirmed (4 to 8 years) Senior (+ 8 years)
Community Manager 25-32 K€ - -
Social Media Manager - 35-45 K€ 45-60 K€
Web Project Manager 25-35 K€ 35-45 K€ -
Affiliate Manager 28-35 K€ 35-45 K€ 45 K€ et +
Webmarketing Manager 30-43 K€ 43-60 K€ 60-80 K€
Marketing & Communication Manager 35-40 K€ 40-50 K€ 50-60 K€
Traffic Manager 30-40 K€ 40-50 K€ -
SEM Manager 30-35 K€ 40-45 K€ 45-50 K€
CRM 35-45 K€ 45-60 K€ 60-65 K€
Acquisition Manager 38-50 K€ 50-65 K€ 65-70 K€
Growth Hacker 35-45 K€ 45-60 K€ -
Product Owner 38-48 K€ 48-65 K€ 65 K€ and +
CMO - 50-70 K€ 70 K€ and +
CDO - - 100 K€ and +
*K€ gross/year (fixed + variable) – Source: Urban Linker for greater Paris
 

The massive trend of digitalization in companies over the last few years has led to an increasing number of recruitments, to answer the numerous challenges related to webmarketing. Companies’ expectations on these jobs have evolved, so do profiles and remunerations.

Because they became pillars of growth and profitability, marketing profiles are more and more sought after. However there are still some disparities depending on everyone’s specialization and the environment they’re evolving in. A startup will most likely look for broad skilled profiles, used to generate a high income with very low resources: more often than not, the same person will have to define the strategy and put it into place.
We notice that skills on paid traffic and client acquisition (PPC) are particularly sought after and involve a salary increase (10 to 15% more than other specializations). The reason is quite simple: when used correctly, the return on investment can be massive and quite quick for tools such as Adwords or Facebook Ads.  

Demand for profiles mixing marketing and technical skills is also growing: people mastering both these are in for a better salary. The growth hacker is a good example of a hybrid profile: mixing technical & marketing skills, an opportunistic mindset and great creativity, he/she is able to increase the number of users of an app (and therefore its growth) with limited resources. The growth hacker is quite in demand for startups. The salary can go from 45k€ to 65k€ for a 3 to 5 years experience. Overall, the more technical skills a growth hacker masters, the higher salary he/she can expect.
We also notice the advent of Product Owners in startups. This profile progressively becomes an essential link in middle-sized structures (30 to 40 employees minimum). Product owners’ main mission is to create a link between technical, marketing and design teams. They are pretty rare profiles and they must master wide skills while also having a business and product oriented mindset. It’s a key role that is often directly attached to associates, and it’s no surprise to find that product owners’ salaries are quite comfortable: up to 3 years experience, one can expect 38-50k€, salary can increase significantly above 3 years of experience (50-65k€ between 4 and 8 years of experience). Product owners with a technical background (developing skills in particular) can usually expect a salary slightly higher than the usual.

On the contrary, we can see a drop in companies’ demand for some jobs. It is often the case for different jobs that can merge into a single one: emailing skills can be interesting for a CRM job in the broader sense. We can also notice a huge drop in needs for jobs related to affiliation. Salaries for these jobs are impacted consequently: a junior profile will earn between 28 and 33k€; a senior profile (between 3 and 8 years of experience) will be between 40 and 45k€.
A little word on social media managers: their number is increasing since companies realized how necessary it is to have a person (or a team) entirely dedicated to handling their e-reputation. Simply by looking at the number of job offers on the market, you can tell that social media remain an extremely powerful acquisition and notoriety lever. By analyzing our study, we can tell that community managers don’t spend their whole career in such a position: their salary often reaches a limit (around 45k€), and they rarely work more than 8 years on social media; they often choose to reorient towards other marketing jobs offering a wider scope. 

SALES SALARIES

Salary Junior (0 to 3 years) Confirmed (4 to 8 years) Senior (+ 8 years)
Business Developer 30-45 K€ 45-60 K€ 60-90 K€
Inside Sales 24-30 K€ 30-35 K€ 35-40 K€
Account Manager 30-37 K€ 37-50 K€ 50-60 K€
Key Account Manager - 50-70 K€ 70-100 K€
Sales Manager - 65-90 K€ 90-120 K€
E-commerce Manager - 50-70 K€ 70-100 K€
*K€ gross/year (fixed + variable) – Source Urban Linker for the greater Paris
 

L’organisation d’un pôle commercial et les profils type qui le composent diffèrent en fonction de la taille de l’entreprise et du secteur dans lequel elle évolue.

Dans l’univers du digital, une start-up est habituée à l’emploi quotidien des réseaux sociaux et teste en permanence de nombreux nouveaux outils. 

Les start-ups, grâce à une plus forte flexibilité sur leur process, ont la faculté (et le devoir dans un univers qui évolue en permanence) de repenser leurs méthodes fréquemment. 

Pour conserver cette flexibilité et s’adapter aux tendances marché, celles-ci ne cherchent plus à recruter le commercial terrain qui prospecte grâce au "cold calling" uniquement, mais plutôt un profil pluridisciplinaire capable d’imaginer, détecter et utiliser les différents leviers et canaux digitaux pour parvenir à ses objectifs.

En général, plus la start-up est petite en terme d’effectifs, plus elle cherche à recruter un profil 360, c'est-à-dire un profil capable à la fois d’être opérationnel dans plusieurs domaines tout en ayant le potentiel pour prendre du recul sur l’ensemble et monter en compétence sur les problématiques stratégiques. "Business developer" est souvent l’intitulé de poste retenu.  

Concrètement, il est à la fois capable de générer des leads grâce aux différents outils et canaux webmarketing mais également de transformer ces leads en rendez-vous clients tout en travaillant sur le positionnement de l’offre et la communication à adopter. Dans la plupart des cas, ce sont les profils Bac +5 (Top 10 écoles de commerce) avec 6 mois à 2 ans  d’expérience, idéalement acquise dans le secteur du digital, qui seront les plus sollicités. La rémunération se situe entre 35k€ et 45k€, variable inclus. Sur un marché de niche ou dans des secteurs plus techniques (programmatique, API, application mobile, Business Intelligence, Data, SaaS, IoT, etc.), les commerciaux avec une expertise pointue et plus expérimentés sont favorisés. En fonction des années d’expérience et de l’expertise, la rémunération peut varier entre 60k€ et 75k€ pour un profil qui présente entre 3 et 5 ans d’expérience et entre 80k€ et 110k€ pour un profil avec 5 à 10 ans d’expérience. 

Les start-ups avec au moins 5 commerciaux structurent de plus en plus leurs équipes sales en divisant le parcours client. D’une part, il y a les commerciaux qualifiés de chasseurs avec l’objectif unique d’ouvrir de nouveaux comptes. La prospection fait généralement partie de leurs responsabilités. Sinon, ils travaillent en synergie avec l’équipe webmarketing qui génère des leads pour eux grâce à différents leviers tels que l’emailing, la mise en place de partenariats, le SEM, du content management, des events, etc. D’autre part, les account managers qualifiés de "farmers" ont pour objectif de fidéliser le portefeuille tout en augmentant le CA réalisé grâce à de l’upsell et du cross-sell.

Cette dernière organisation, segmentée, peut être frustrante pour certains commerciaux qui apprécieraient d’élargir leur périmètre d'intervention. Quant à la rémunération, elle se situe entre 35k€ et 45k€ en package pour un profil d’account manager avec une expérience comprise entre 1 an et 3 ans et grimpe entre 45k€ à 60k€ pour un profil chasseur.

Il peut sembler facile de recruter des profils commerciaux chasseurs car le marché candidats est volumique et, bien souvent, de nombreuses candidatures sont reçues suite à la diffusion d’une offre d’emploi. Cependant, les bons profils chasseurs sont énormément sollicités car le retour sur investissement de ces talents est immédiat pour l’entreprise. Le recruteur doit être très réactif dans son process de recrutement et sa prise de décision s’il rencontre un candidat de bon niveau qui semble en adéquation avec les missions proposées et les valeurs de l’entreprise.

Actuellement, nous observons aussi que les profils commerciaux avec une expérience dans les produits SaaS sont extrêmement recherchés. Un secteur dans lequel le système de rémunération peut se montrer très avantageux.

Country Managers salaries

Salary Junior (3 to 5 years) Confirmed (5 to 8 years) Senior (+ 8 years)
Country Manager 45-60 K€ 60-90 K€ 100 K€ et +
*K€ gross/year (fixed + variable) – Source Urban Linker for the greater Paris
 

Setting up a company abroad often starts by recruiting or naming a country manager. This position has great responsibility and is quite different depending on the line of business. The country manager is the key to the company’s success in the targeted country. His/her role is quite operational at first, whether on the sales or marketing activities, but he/she also must handle the strategic aspects of the development. As the project grows, country managers tend to drift away from the operational part and focus more on the global handling of the entity, partnerships and representing the company in front of the press and the public. It is quite a “swiss army knife” profile, able to handle on his own (or with a tiny team) the entire deployment of products or services for a new country, and to take a step back to structure and lead a company in case of a success. The main role of the country manager in the company and the years of experience impact the salary greatly. Therefore, a country manager with 5 to 8 years of experience can have a salary from 70k€ to 100k€.

In a pure-player, the position of country manager tends much more towards a webmarketing position: acquisition of new users, creation of a new community, partnerships with affiliation platforms, with blogs and websites… Different marketing campaigns will have to be launched to grow and retain the community (CRM, emailing, displays, newsletters, search, social media, etc). Being in touch with press agencies and planning events is also part of his/her missions. In a BtoB sector, the position may include more commercial responsibilities. In startups, junior profiles can expect 40/45k€ for this job. 

Why this study is purely indicative and should not be used as a basis for a salary negociation:

  • This study is based on the job market for sales & webmarketing profiles in the greater Paris area, for permanent contracts.
  • This study does not take the type of company into account (startup – pure player – big groups – software editors – agencies).
  • This study is adjusted by the analysis of Urban Linker’s senior recruiters.
  • This study analyses salaries of profiles recruited between 2016/2017 and do not include profiles currently employed.
  • This study takes into account the previous experience on other environments that often add to obtain a salary level like the ones mentioned. 
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