Daniel Burstein

Marketing Career: Free salary guides for direct and online marketing

How much money do you make?

For whatever reason, that’s a question most of us never ask our peers. It’s such an uncomfortable topic to discuss. Yet, you’re curious, aren’t you? And well, you should be. How can you benchmark your salary without knowing what other VPs of Ecommerce, Search Engine Marketing Analysts and Advertising Agency Copywriters are earning?

That’s why I was so intrigued when I received a “Dear Editor” email from Wendy Weber, President, Crandall Associates, with two marketing salary reports attached (the DMA directs inquiries about salaries to Crandall). I gave Wendy a call, and she was kind enough to share these guides – for free – with the MarketingSherpa audience. So, here they are:

“The guides were compiled using salary data from conversations with over 1,100 direct and online marketing professionals, including both hiring managers and job seekers,” Weber said. The executive search firm, which specializes in the direct and online marketing industry, chose not to conduct a mail survey, as they generally have a bias toward larger companies and are never random, as respondents select themselves.

So, aside from the fact that there is a Corporate Copywriter banking $135,000, what else can you learn from this data? Here are two points that stuck out (and we’d love to hear your takeaways as well):

  • Digital marketing salaries continue to grow The average annual salary for digital marketing positions has shown a steady increase, according to Weber. For example, the average salary for Web Analytics Manager has grown 2.8% since 2010 to $78,200.
  • Optimization is a valuable skill – The top-paying Internet jobs require knowledge of optimization. For the VP of Online Marketing ($169,300-$198,200 with 7+ years experience), the job description calls for the ability to “manage and merchandise…site navigation and shopability, transaction processing, onsite promotion management…” And the Director of Ecommerce ($146,200-$168,700 with 7+ years of experience) specifically asks for “landing page optimization.”

In fairness, since we just announced our new Optimization Summit, I may have optimization on the brain – so I’d love to hear your takeaways as well.

Related Resources

Optimization Summit 2011 – June 1 -3

From Corporate America to Entrepreneur: Giving up steady pay for a steady say

Marketing Career: You must be your company’s corporate conscience

Marketing Career: Can you explain your job to a six-year-old?

“How to Become Indispensable to Your CEO” Special Report

MarketingSherpa Job Listings

MarketingExperiments Careers

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Marketing, Online Marketing



  1. March 11th, 2011 at 11:17 | #1

    Thanks for posting this, very interesting and helpful.

  2. jj
    March 11th, 2011 at 11:25 | #2

    Interesting data. I was not able to open these PDFs. Anyone else having problems?

  3. March 11th, 2011 at 15:54 | #3

    Sorry, you’re having problems jj. Everything seems to be working on our end. Anyone else having any problems?

  4. March 16th, 2011 at 03:09 | #4

    Time to have a chat with the employer. Excellent article.

  1. March 11th, 2011 at 11:19 | #1
  2. March 15th, 2011 at 12:34 | #2
  3. April 18th, 2011 at 18:22 | #3