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Saturday 25 November 2017

Employers face battle to recruit top talent in marketing industry

Sandra Lawler
Sandra Lawler

Sales and marketing salaries should remain steady this year, with some increases depending on skillsets and experience.

Recruitment activity throughout last year was highest in and around Dublin, with many new roles emerging across brand management, channel marketing, communications, advertising and, in particular, digital and online marketing.

The Morgan McKinley 2017 Irish salary guide says blended skillsets in sales and marketing, by combining creativity with analytical competence - particularly an ability to use big data to segment markets for campaigns - are now in high demand.

Interest has also emerged for customer experience (CX) managers with e-commerce experience.

The report identified an average earnings gap of 20pc between male and female executives. This gap reflects a global rather than an Ireland-only trend.

Alternatives director Sandra Lawler (inset) says that with unemployment at 7.3pc - and continuing to fall - there will be a battle to hire top talent.

Lawler says the marketing skills most in demand this year include digital, CX, insights, data analytics, product development and innovation.

Languages

Strategic planning and brand and marketing management at mid- to senior level will continue to be sought, as will marketers with languages and a background in selling overseas.

Due to skills shortages, those with the in-demand skills will be able to pick and choose opportunities and the way they work.

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