iGB Affiliate 89_Q1 2022 | Page 59

THE MARKETING BREAKDOWN
The incessant pressure to differentiate applying for marketing leadership roles . brands and reinvigorate players is
Content expertise is in high demand driving up demand for marketing talent . too , with specialists finally enjoying the Data-oriented professionals are particularly pay rates to match their importance within in vogue . Employers expect a high acquisition and retention . degree of statistical literacy from those Marketing candidates heavily favour remote job roles , and employers ’ increasing flexibility on this has broadened accessibility to talent . As salaries rise , though , attention is increasingly likely to fall on automation ; can smarter tech achieve the same goals more affordably ?
JOB TITLE
FROM
TO
AVERAGE
MARKETING EXECUTIVE
£ 35,000
£ 40,000
£ 37,500
MARKETING MANAGER
£ 45,000
£ 60,000
£ 52,500
AFFILIATE MANAGER
£ 50,000
£ 60,000
£ 55,000
CONTENT WRITER
£ 35,000
£ 50,000
£ 40,000
CRM MANAGER
£ 50,000
£ 60,000
£ 55,000
HEAD OF MARKETING
£ 70,000
£ 100,000
£ 85,000
HEAD OF MARKETING / DIRECTOR ( USA )
$ 130,000
$ 180,000
$ 150,000
CMO
£ 90,000
£ 150,000
£ 130,000
SALARY SURVEY 2021 : TRENDS
25 %+ RAISES COMMONPLACE
increasingly borderless ,
with former ‘ hub ’ locations
current supply . Without
increasing the flow of new
high-growth industries , and
legal from highly regulated
Candidates remain
decentralising as
talent , this problem will only
sectors . But beware : talent
extremely reluctant to
employees work remotely
worsen . Addressing this
flows both ways .
explore pastures new , even
as pandemic-related risk
factors ease . Significant
pay packets are required to
or in hybrid patterns .
Monthly or quarterly office
visits are the upper limit of
contact time for many . The
issue could also provide an
opportunity to improve the
diversity of our professional
community , something that
THE HUNT FOR PURPOSE
Money isn ’ t everything .
attract attention . As a result ,
industry ’ s intense demand
is still too often lacking .
When offered the choice ,
salary uplifts of 25 % are
now commonplace , with
even meatier increases on
offer for a growing number
of roles .
BEYOND LOCATION : REMOTE AND HYBRID WORKING
Igaming talent is
for talent has pushed
location far down the
priority list .
TALENT PIPELINES RUNNING DRY
The industry urgently needs
to invest more in training
future leaders . Demand
currently far outstrips
INTER-INDUSTRY FLOWS
Direct gaming industry
experience can be nigh-on
impossible to find . Creative
talent scouts know to look
elsewhere . Marketing can
pull from ecommerce ,
finance from numerous
a growing majority of
candidates will favour
the job that provides
purpose . They want to join
thriving teams , contribute
to success and make a
difference . Communicating
clearly the ‘ purpose ’ of
a role is more important
than ever .
Data analysis and editorial : Will Sawney , James Weber , Eleni Antonaropoulou
Q1 2022 • ISSUE 89 • 59