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March 08, 2012
Surveys Say Salaries Steady, Openings Up for Direct, Online Marketing Execs

According to the 2012 Direct Marketing Salary Guide and Online and Interactive Marketing Guide published by executive search firm Crandall Associates, Inc., salaries are still recovering from the economic downturn and are comparable with last year’s levels. However, reports Crandall Associates President Wendy Weber, job openings are definitely increasing.

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“Not only has there been an increase in the number of companies contacting us to conduct searches in recent months, but many of them have multiple openings in direct and ecommerce marketing,” says Wendy Weber, president of Crandall Associates, which conducts searches for executives in the $50,000 to $500,000 salary range. “We have been engaged to recruit for positions across all disciplines in direct and online marketing, with a particular emphasis on senior level roles in customer acquisition and online marketing.”

The Guides were compiled in response to ongoing demand for comparative salary data and were determined by confidential discussions with employers, from presidents to Human Resources officers, varying in geographic local, sales volume, and number of employees.

Generally, the higher the company’s sales, the higher the salaries are, according to the Guides. However, small companies often pay premium salaries and offer greater benefits in order to attract top talent.

For example, respondents reported that the Director of Ecommerce position, responsible for all aspects of Internet design, content management, and technical operations, has an average salary of $130,000, but swing from a low of $108,000 to a high of $170.00.

Weber cautions HR professionals using salary surveys for compensation administration to consider that the figures are intended as a guideline and should not be used alone in the final determination of wage scales because salaries and duties in each specific function vary considerably from company to company based on many tangible and intangible factors.

Descriptions of the Guides and ordering information are available at

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