Want to pull in the big bucks in interactive marketing? Then consider aiming for the position of VP, e-commerce.
A salary guide, prepared by executive recruitment firm Crandall Associates, reports that executives who lead a company's e-commerce marketing strategy earn an average of $155,900 a year. The pay range for the role of VP, e-commerce, is $113,700 to $203,400.
The next highest paid gigs in interactive marketing, according to Crandall Associates, are Internet marketing directors and interactive creative directors. Internet marketing directors, who earn between $84,100 and $125,800, fall under the category of executives responsible for developing and executing a strategic e-business marketing plan, among other duties. Interactive creative directors, who earn between $95,100 and $150,400, are responsible for developing creative briefs, website prototypes, and design concepts.
Wendy Weber, president of Crandall Associates, said the salary guide is based on interviews and discussions with than 1,000 people, including employers, from presidents to human resources officers, as well as job candidates. For a reality check, she said, the firm spoke with people working in online marketing, including those not interested in another position.
When asked whether social media is emerging as a job category, Weber said in an e-mail interview, "Social media is definitely on our radar, but at this point we have not conducted enough search assignments for positions that focus exclusively on social media to create a salary report with reliable data. We are certainly finding that most online/ecommerce position descriptions include some social media responsibility."
When asked how salaries in interactive marketing compare to traditional marketing jobs, Weber said the number of interactive marketing positions – and salaries – are growing at a steady pace. "Traditional direct marketing is a more mature market, and whether or not salaries are growing is generally reliant on how much revenue the position is generating for the company," she said.
|Interactive Marketing Salaries for 2010 vs. 2011|
|Average annual salary|
|Year-over-year change (%)|
|Director, Internet marketing||100,500||101,200||0.7|
|Director, interactive creative||99,600||100,300||0.7|
|Manager, Web marketing||79,100||80,300||1.5|
|Manager, Internet marketing||78,700||79,700||1.3|
|Web analytics manager||76,100||78,200||2.8|
|Digital media buyer||76,300||76,400||0.1|
|Manager, e-mail marketing||73,500||73,800||0.4|
|Affiliate manager, online marketing||66,200||66,500||0.5|
|Digital media planner||64,300||64,500||0.3|
|Director, interactive art||63,300||63,500||0.3|
|Source: Crandall Associates|
A full report, which includes the average salary and salary ranges for 21 positions, plus job descriptions, can be can be downloaded for $50.
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Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.