Crandall Assoc 2018 Salary Guide-4

C E L E B R A T I N G 4 5 Y E A R S O F B U S I N E S S ! 1 9 7A3--H2E0A1D8S

&2018 Direct Digital Marketing

National Salary Guide

Crandall Associates, Inc. $75

© Copyright 2018, Crandall Associates, Inc.

INDEX

About Us ................................................................... 3 Digital Marketing Management (cont’d)
Searches We Conducted ....................................4 Website Manager..............................................37
Clients We Serve ................................................5 Email Marketing Manager.................................38
Geographic Location of Searches ......................6 Website Merchandising Manager .....................39
Affiliate Marketing Manager ..............................40
About the Salaries ................................................... 7
Marketing Analytics
President ....................................................................8 Marketing Analytics Director .............................41
Marketing Analytics Manager ...........................42
Advertising Agency Web Analytics Director .....................................43
General Manager.............................................. 9 Web Analytics Manager ....................................44
Director Client Services ................................... 10
Account Executive ........................................... 11 Direct Marketing Management
Vice President Marketing..................................45
Catalog Director Marketing ............................................46
Marketing Director ............................................12 Manager Marketing...........................................47
Marketing Manager...........................................13
Circulation Manager..........................................14 Media
Director Multichannel ........................................48
Creative-Art Manager Multichannel ......................................49
Art Director Advertising Agency........................15 Planner/Analyst Multichannel ..........................50
Art Director Catalog ..........................................16 Digital Media Director .......................................51
Art Director Digital ............................................17 Digital Media Manager......................................52
Digital Buyer .....................................................53
Creative-Copy Digital Planner/Analyst......................................54
Copywriter Advertising Agency.........................18
Copywriter Catalog ...........................................19 Merchandise
Copywriter Digital..............................................20 Vice President...................................................55
Director .............................................................56
Creative Director Merchant/Buyer ................................................57
Advertising Agency ...........................................21
Catalog .............................................................22 Operations
Digital and Interactive .......................................23 Vice President...................................................58
Director .............................................................59
Database
Vice President...................................................24 Production
Director .............................................................25 Manager............................................................60
Manager............................................................26
Analyst ..............................................................27 Social Media
Director .............................................................61
Financial Manager............................................................62
Chief Financial Officer ......................................28 Community Manager ........................................63
Finance Manager..............................................29
Regional Variations .................................................64
Digital Marketing Management
Vice President Digital Marketing.......................30 When We Conduct A Search For You ....................65
Director Digital Marketing .................................31
Manager Digital Marketing................................32 Clients We Have Served..........................................66
Vice President Ecommerce ..............................33
Director Ecommerce .........................................34 About The Methodology..........................................67
Search Engine Optimization Manager ..............35
Search Engine Marketing Manager ..................36 An Invitation .............................................................68

2 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

About Us

The personal touch in a digital age…

This year we celebrate 45 years in business. It is a point of personal and
professional pride that this business, founded by my late father in 1973,
has continued to grow and thrive. We must be doing something right!
Our clients range from large to small companies in consumer and business-
to-business marketing, from coast to coast.
We are enthusiastic practitioners of, and participants in, the digital and online
marketing world, and we speak your language. With our extensive network of
contacts, we can quickly identify and present candidates for any position in which digital and online
marketing skills are valued.
If you are an employer looking for a professional at any salary level, give us a call today.

Wendy Weber
President, Crandall Associates, Inc.
516-767-6800, Ext. 101
[email protected]

Other Crandall Associates, Inc. resources, updated annually, available for purchase:
# Digital Marketing National Salary Guide
# National Salary Guide to Call Center, Telesales and Customer Service
# Guide to Position Descriptions in Direct & Digital Marketing

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 3

Title Breakdown for Searches Conducted in 2017

Salary Guide 2017

President
8%

Manager
21%

VP
35%

Director
36%

PRESIDENT VP DIRECTOR MANAGER

4 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Clients We’ve Served

Clients 2017

Client Side B-B Agency
17% 26%

Nonprofit
22%

Client Side B-C
35%

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 5

Geographic Location of 2017 Searches

Other
4%

West
33%

Northeast
37%

South Midwest
Atlantic 17%

9%

6 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

About the Salaries

Figures in this guide reflect tenure in a particular Generally, the higher the corporation’s sales, the
position and represent base salaries only. higher the salary. In most cases, the “low” end of
the salary range represents a smaller company,
Since each company and position have unique and the “high” end of the salary range represents
characteristics, adjustments must be made by a large corporation. However, small companies
each company for a realistic appraisal. often pay premium salaries and offer greater
responsibilities and benefits in order to attract top
Employers should consider: talent.

# Size of company in sales. When evaluating a candidate, the
following should be considered:
# Reputation of their corporation.
# Length and quality of experience.
# Number of management layers.
# Unique capabilities.
# Unique requirements of the position,
regardless of title. # Level of education.

# Benefits including club memberships, # Personality characteristics.
company car, bonuses, profit-sharing,
pension, life insurance, medical plans, Regarding Online Positions:
long term disability insurance, stock
purchase plans and options, tuition Digital, Online, Emarketing, Web, Ecommerce
reimbursement and vacation policies. or Internet…you call it tomato, we call it tomahto –
it’s all in here.
# The company’s location.

# Cost of living and quality of life factors.

All figures represent base salaries only. For regional variations see page 64.

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 7

President

Without a doubt, the title with the least ambiguous meaning, yet also the one with responsibilities that
can vary widely depending on the size of the organization. In a start up, this position can answer phones
and draw no salary; in a multimillion dollar established company, this position can enjoy a compensation
package of millions.

Duties:

The President defines or supports the organization’s mission, vision and values. Responsible for
the strategic leadership of the company by establishing long range goals, strategies, plans and
policies. A mature, forward thinking, decisive individual who possesses a “big picture” perspective
as well as the ability to deal with the myriad details required to run a company. This position
eludes traditional salary range parameters, because factors including the company’s sales, profit
margins and number of employees all help to define the compensation for this position. Myriad
perquisites including but not limited to profit sharing, bonus, company stock and company cars
may contribute to the overall compensation package.

8 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Advertising Agency

General Manager

The “last word” on the client accounts under his or her direction, this position has the final approval of all
agency client projects. This person is the primary contact to senior level marketing professionals on the
client side, and must meet with their expectations while ensuring the integrity of the agency’s beliefs.

Duties:

# Oversee the development of internal and client business strategy, build external relationships
while maintaining internal ones

# Develop expertise in a client’s product/service and industry, oversee account reviews and
analysis, participate in new business development and pitches

# Provide input for annual and quarterly revenue forecasts; negotiate contractual agreements
between client and agency

SALARY RANGE
LOW ..................$148,200
AVERAGE .........$174,500
HIGH..................$218,200

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 9

Advertising Agency

Director Client Services

Client Service Directors solve marketing problems for the agency's clients, maintaining a friendly and
profitable relationship, and manage a team of Account professionals.

Duties:

# Responsible for development of the staff, day-to day supervision and monitoring of agency
account executives, and the strategic development and implementation of client programs
within budgetary guidelines

# Guides marketing, creative, media and production activities and participates in securing client
approval of cost estimates

# As a senior manager, participates in the acquisition of new clients as a member of the new
business team

# With a keen understanding of the realities of agency competition, insures maximum
cost-effectiveness for clients and relentlessly pursues the achievement of client goals

SALARY RANGE
LOW ....................$88,200
AVERAGE .........$106,300
HIGH..................$133,500

10 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Advertising Agency

Account Executive

The Account Executive is the point person for the clients to whom they are assigned.

Duties:

# Assigned to specific clients, the Account Executive is responsible for advising the client, and the
development and execution of programs designed by the agency, including digital marketing,
direct mail, print, television, social, and mobile

# Works with creative directors, art directors and copywriters, media experts, market researchers
and production and traffic professionals to insure maintenance of media schedule within
budgetary guidelines

# Responsible for conveying the client’s wishes and the final acceptance of agency's program

SALARY RANGE
LOW ....................$65,100
AVERAGE ...........$75,900
HIGH....................$84,500

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 11

Catalog

Marketing Director

The professional responsible for preparing and executing corporate marketing plans, budgets,
short and long term catalog strategy, and profit & loss responsibilities. Continually seeks new markets.

Duties:

# Supervises marketing managers and manages teams of creative, merchandising, list, production,
research, customer service and telesales professionals

# Liaises with the ecommerce team to ensure a cohesive effort
# Evaluates market share and monitors competition
# Continually explores customer database to develop new products
# Examines development of new markets. Explores alternative media for customer acquisition.

Monitors sales of ancillary products to broaden catalog or launch new ones
# Keeps abreast of legislative and postal regulations
# Represents the corporation at industry functions

SALARY RANGE
LOW ....................$98,800
AVERAGE .........$117,100
HIGH..................$127,500

12 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Catalog

Marketing Manager

Equivalent to a product manager in a consumer package goods environment, the Marketing Manager for
a catalog is responsible for day-to-day marketing, creative and operations of one catalog, or often, two,
or three.

Duties:

# Carries profit and loss responsibilities for a high volume catalog or a number of smaller ones,
generally under the guidance of the catalog marketing director

# Develops and executes budget. Determines the positioning, theme, pricing, marketing approach,
creative thrust and media selection

# Supervises production by internal or external facilities to ensure mailing schedules
# Reviews fulfillment procedures to maintain expeditious delivery of customer orders
# Confers with research department and is conversant and knowledgeable in CRM analysis

SALARY RANGE
LOW ....................$70,300
AVERAGE ...........$76,100
HIGH....................$89,900

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 13

Catalog

Circulation Manager

The Circulation Manager is responsible for developing short and long term circulation strategies
to meet customer goals.

Duties:

# With creative insight, develops and tests many media, including direct mail packages, e-marketing
efforts, list rentals and exchanges, space ads, statement stuffers, bounce backs, package and free
standing inserts, and alternative media programs to acquire new customers

# Responsibility for cost and profitability of acquisition efforts
# Develops greater analysis and utilization of internal database. Establishes inquiry programs

to develop circulation
# Maintains contact and negotiates with list brokerage firms and list managers
# Knowledgeable in merge-purge, enhancement techniques and segmentation

SALARY RANGE
LOW ....................$81,900
AVERAGE ...........$90,500
HIGH ..................$112,100

14 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Creative-Art

Art Director
Advertising Agency

Many Art Directors are specialists, either in digital, print, catalog, TV, website, e-commerce or mobile.
Those who work in agencies enjoy the day-to-day versatility of working in the variety of media available
for the clients they serve.

Duties:

# Under the supervision of the Creative Director,
the Art Director is responsible for the
conception, creation and execution of graphics,
working sometimes in tandem with the
copywriter, to achieve maximum visual impact
and sales of product or services, while bearing
cost in mind

# Highly skilled and experienced in the application
of photography and illustrations, the choice
of paper and type, multiple formats and
production processes, including personalization

# Adept at producing direct mail packages, banner ads, email messages, print ads, websites,
television commercials and other Marketing efforts

SALARY RANGE
LOW ....................$73,400
AVERAGE ...........$77,700
HIGH....................$88,900

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 15

Creative-Art

Art Director
Catalog

The Art Director gives the catalog its direction and aura. Also, acts as the conciliator between the
Merchandising and Marketing experts.

Duties:

# Responsible, under the leadership of the Creative Director, for the look and feel of a catalog,
the Art Director constantly struggles with "square inch" formulas for space allocation made by
marketing and merchandising executives

# Designs with copy and, in the great majority of catalogs, photographic and/or graphic images, to
make presentations of a three-dimensional product within the limited confines of a printed page.
Also responsible for revisions to an existing format or other promotional offerings and, in some
cases the company website

# Experienced with paper, type, photography, illustrations and printing

SALARY RANGE
LOW ....................$50,600
AVERAGE ...........$52,700
HIGH....................$62,800

16 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Creative-Art

Art Director
Digital

Create website and online promotions that are visually attractive as well as technically functional.

Duties:

# Fluent in web and digital design and code, and possibly social media as well
# Well versed in emerging trends, techniques and usability standards
# Masterful use of html, html5, photoshop, illustrator, flash, and CSS.
# Responsible for working with the production, merchandising and ecommerce teams
# Projects include digitally powered advertising such as websites, rich media banners,

email, social and mobile

SALARY RANGE
LOW ....................$55,900
AVERAGE ...........$63,900
HIGH....................$81,200

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 17

Creative-Copy

Copywriter
Advertising Agency

Some are experts in banking, some in continuity programs, others in insurance or consumer products.
Others, when they finish one type of assignment, apply their skills to another assignment.

Duties:

# Agency Copywriters learn more than they'll ever
need to know about their client, their products
and their competition through personal
investigation, discussion with client marketers
and/or account executives, and studies presented
by market research

# Copywriters begin conceptualizing, writing,
rewriting and refining their approach and work
for the maximum readership and sales

SALARY RANGE
LOW ....................$73,900
AVERAGE ...........$81,500
HIGH..................$101,600

18 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Creative-Copy

Copywriter
Catalog

If the company has 100 products, or 200, the creative team must write professionally for each one
with a fresh and vibrant theme.

Duties:

# Working within the most stringent confines of inches, catalog writers bring to life a valve,
or a suit, or a book, without deviation from the specifications, the quality, essence or contents
of the product, often enhancing it with the benefits

# Frequently working from a specifications sheet, writes for a printed page, often but not always
accompanied by a photograph or illustration

# Creates on paper (or online) an image for the consumer at home or a buyer in the office. Details
particulars of the product or the service offered in the catalog or website, and answers questions
before they are asked, and with skill, reduce returns

SALARY RANGE
LOW ....................$56,500
AVERAGE ...........$63,900
HIGH....................$79,100

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 19

Creative-Copy

Copywriter
Digital

The Interactive content writer writes to current SEO standards so that their words can be searched
and found online. Copywriting for websites and emarketing initiatives is different than traditional direct
response copywriting, with an ability to write optimized content with keyword rich copy.

Duties:

# Ability to transform a website, and improve its ranking
# Ongoing knowledge of major search engine algorithms
# Ability to craft original content that is optimized for both user experience and high ranking in

search engine results
# Entice readers to stay longer, and order more frequently

SALARY RANGE
LOW ....................$59,300
AVERAGE ...........$72,600
HIGH....................$89,800

20 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Creative Director

Advertising
Agency

A Creative Director sets the creative tone, look and feel for the organization. Their work is reported in the
media, discussed by the staff and evaluated by the clients. But like the stars in the heavens, another will
shine, often brighter.

Duties:

# Inspires, motivates, cajoles, exalts, extols,
excites and elates the creative department of art
directors, artists, copywriters and, sometimes
traffic, to its full potential, discussing and
determining copy and art strategies and
vehicles, suggesting innovative approaches and
tested techniques to meet and exceed the
client's marketing goals

# Generally present at new business meetings
with potential clients, develops working
relationship and insight to guide direct marketing creative efforts including digital messaging and
marketing, direct mail, print advertisements, television, and websites

SALARY RANGE
LOW ..................$122,300
AVERAGE .........$145,900
HIGH..................$188,900

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 21

Creative Director

Catalog

Responsible for representing all of the catalog products in their best light, usually with only
a couple of inches in which to display and describe each product.

Duties:

# Within the limits of page and budgetary considerations, directs copywriters, art directors, traffic
department and, often, production in the theming, design and execution of layouts for catalogs

# Uses photography and/or illustrations, to reflect and achieve marketing objectives
# Frequently acts in the same function for multiple catalogs targeted at diverse market segments
# Responsible for order forms, direct mail packages, print advertisements, television, websites,

cable, packaging, and ancillary creative materials, particularly if retail operations are involved,
and liaising with the online marketing group

SALARY RANGE
LOW ..................$103,400
AVERAGE .........$112,500
HIGH..................$144,900

22 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Creative Director

Digital and Interactive

This position requires a strong design sensibility and online expertise, and sometimes a highly technical
background as well.

Duties:

# Provides strategic consultation on overall digital strategy and online media strategy for all creative
# Identify and develop interactive proposition and offerings, and serve as the primary contact for all

client, prospect and agency interactive initiatives
# Often requires experience leading teams that design, build, test & maintain highly scalable web

applications
# Create powerful visual solutions including websites, micro-sites, banners, email and social media
# Ensure designs leverage industry best practices and current digital trends

SALARY RANGE
LOW ..................$123,700
AVERAGE .........$143,200
HIGH..................$164,900

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 23

Database

Vice President

Beyond the skills required of database professionals to maintain and segment the database, this position
requires a master of skills related to strategic planning, relationship marketing, segmentation and web
development. They must know the database and be adept at communicating the possibilities inherent
in it to the rest of the management team.

Duties:

# This position requires highly developed analytic and project management skills. Must be a
specialist in the identification of business opportunities

# Oversee the quality of customer relationship information in the marketing and corporate databases
# Create the strategic direction for database marketing, sales, support, and direct marketing lead

generation. Work with sales, marketing, customer care and finance to ensure data integrity of all
customer relationship information and processes

SALARY RANGE
LOW ..................$138,900
AVERAGE .........$159,100
HIGH..................$168,700

24 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Database

Director

The Database Director has a special talent to make the information tell its story.

Duties:

# Oversees the development and implementation of database marketing operation solutions that
support marketing and customer relationship management campaigns

# Establishes corporate data strategy and strategic focus including written policies and procedures
for database marketing

# Oversees segmentation and targeting, including list strategy and media plan recommendations,
matrix design and cell population, list purchases and merge-purge management and developing
technical specifications

# Evaluates data vendors or internal staff capability for database enhancement, modeling, profiling,
integrated database creation/management and data warehousing

SALARY RANGE
LOW ..................$124,100
AVERAGE .........$137,800
HIGH..................$149,100

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 25

Database

Manager

In corporations both large and small, there has been an increased importance placed on the database
function. The database manager models and manipulates the data to create meaningful insights about
the customers.

Duties:

# Designs and/or enhances databases, in alliance with the marketing department and research
professionals, incorporating significant information including, but not limited to, customer
psychographic and demographic attributes, purchasing patterns and preferences

# Develops models, including response, predictive, conversion and zip, providing insight for
marketing decisions to increase sales, market share and profitability

# Expert at segmentation and list enhancement techniques
# Ability to use information to gain meaningful insight into customer purchase motivation

SALARY RANGE
LOW ....................$89,500
AVERAGE ...........$99,800
HIGH ..................$117,000

26 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Database

Analyst

At the right hand of the Database Manager, the Database Analyst knows the inner workings of the
database like no other. The ability to manipulate raw data so that diverse audiences can use it is a
special skill.

Duties:

# Responsible for interpreting information and
reporting results

# Compiling and analyzing metrics on customer file;
responsible for queries to the operational system,
data cleansing/hygiene, integration and data
quality assurance. Recommends lists for internal
decisions, pricing, positioning and marketing

# Evaluates and reports on data source, analysis of
data, requests sample data, executes list hygiene
plan, merge-purge literacy

# Reports and recommends test strategie
# Knowledge of SAS or related programs

SALARY RANGE
LOW ....................$75,100
AVERAGE ...........$82,800
HIGH....................$92,500

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 27

Financial

Chief Financial Officer

More than an accountant, and many are CPA’s, the CFO oversees the “big picture” finances of the
company. The CFO takes responsibility for the bottom line financial health and direction of the
organization.

Duties:

# Must have comprehensive experience in all aspects of finance, operations, general business
development and team management

# This position oversees all financial transactions, reporting and budgeting
# Must have experience in business restructuring, change management, mergers & acquisitions,

business modeling, valuation, legal agreements and integration
# Oversees all tax and audit activities. Ensures timely financial and statistical reports

SALARY RANGE
LOW ..................$142,900
AVERAGE .........$163,800
HIGH..................$191,300

28 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Financial

Financial Manager

Right arm to the CFO, this is the go-to person handling the day-to-day financial management of the
company. More recently, it has become important that this person be responsible for the accuracy
of all ecommerce accounting and exception reports.

Duties:

# This position is responsible for the overall accuracy of all ecommerce accounting and finance
activities, including reporting analytics and database management, as well as financial reporting,
forecasting and planning

# Often requires a CPA or an MBA

SALARY RANGE
LOW ....................$74,700
AVERAGE ...........$83,100
HIGH....................$92,300

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 29

Digital Marketing Management

Vice President
Digital Marketing

The ability to respond quickly to trends in a rapidly changing environment is one that makes or breaks
success in the interactive online world.

Duties:

# Responsible for providing strategy and direction for all online marketing strategies, including
social media, branding, and communications

# Oversee and direct online marketing channels, including paid and organic search initiatives, email
marketing, and media partnerships potentially including mobile, social and video

# Interact with top line management for both on and off line internal departments to drive continuous
sales growth through the online channel

# Oversee relationships with vendors, affiliates, and other companies that buy online leads
# Managing and merchandising the company website, including user interface of the visual

merchandising, product merchandising, site navigation and shop ability, transaction processing,
onsite promotion management and site analytics
# Oversee the ongoing development and implementation of effective strategies to maximize
keyword optimization, website visits, and search engine marketing, back linking, and social media
interaction. Lead or work collaboratively with web technology and web analytics team

SALARY RANGE
LOW ..................$142,500
AVERAGE .........$163,800
HIGH..................$190,300

30 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Digital Marketing Management

Director
Digital Marketing

We could almost call this one simply “Marketing Director.” It is a rare organization that does not do most
of their direct marketing online. Yes, it is important to integrate with offline channels. But this channel has
emerged as such an powerhouse that without website, email, search or social on the job description,
there is not too much else to Direct.

Duties:

# Responsible for the online content and effectiveness of targeted and relevant communications to
customers

# Develops and executes the strategic e-business marketing plan, including the online and social
media promotional activities and content for the online business

# Oversees web analytics and forecasting
# Knowledge of Permission Marketing strategies, including e-newsletters, and continual contact,

with a vision for the overall ecommerce strategy
# Drive and direct electronic events and PPC keyword buys
# Identifies and secures co-marketing programs, partnerships and affiliations that add value to

existing customers, acquire new customers and build community
# Responsible for CRM, analytics and business intelligence

SALARY RANGE
LOW ..................$100,100
AVERAGE .........$112,900
HIGH..................$158,300

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 31

Digital Marketing Management

Manager
Digital Marketing

The online channels are drawing many new recruits to the field of direct marketing. The traditional direct
marketing manager’s sibling, the Manager Digital Marketing, has emerged as a very desirable position
managing a source that is growing by leaps and bounds.

Duties:

# Access and utilize all relevant research and sales support tools in order to stay current in the
online marketplace

# Drive sales and customer retention through the website experience
# Recommend product, content and marketing programs to support company marketing plans
# Monitor and report on the online sales and traffic results for the website
# Build infrastructures and processes for enabling and executing web contacts
# Work closely with the marketing and IT teams to drive and execute various projects

SALARY RANGE
LOW ....................$73,200
AVERAGE ...........$83,400
HIGH....................$91,500

32 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Digital Marketing Management

Vice President
Ecommerce

Responsible for planning, implementing and executing changes to internet properties that drive business
by increasing visitors, improve conversion rates and maximize average order size.

Duties:

# Lead the ecommerce marketing strategy to drive revenue, increase sales, and enhance brand
# Improve user interface; especially key when working among various platforms
# Develop and implement policies and procedures that support timely and accurate delivery of

appropriate content
# Indentify and stay on top of ecommerce trends, best practices, policy and technology
# Oversight of web analytics, impacting paid and nonpaid activities
# Responsible for the budgets and the operational needs and processes of an ecommerce

business, including supply chain, product development and customer service
# Oversee relationships with vendors, affiliates, and other companies that buy online leads and/or

traffic
# Oversee the design of websites that are optimized to create the highest revenue per visit,

with attention to user experience

SALARY RANGE
LOW ..................$144,800
AVERAGE .........$172,400
HIGH..................$213,500

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 33

Digital Marketing Management

Director of
Ecommerce

With ecommerce remaining the fastest growing channel in direct marketing, management’s eyes are on
this position. Responsibilities include management of the customer experience including design, content,
navigation, information architecture, performance and functionality.

Duties:

# Oversee and manage employees who create and maintain electronic commerce and/or e-retail
# Oversee and update security protocols and software, to ensure operations and protect customers
# Develop and implement policies and procedures that support timely and accurate delivery of

appropriate content
# Interact cross functionally with internal departments to best align product offering with e-retail

strategy
# Drive continuous sales growth through the online channel. Oversee the ongoing development and

implementation of effective strategies including media mix, bidding, keyword optimization and
landing page optimization
# Use advanced analytical thinking and tools to guide the development of the search engine
marketing campaigns
# Responsible for keeping in touch with the needs and expectations of the website visitors in order
to create a positive shopping experience

SALARY RANGE
LOW ..................$125,900
AVERAGE .........$142,300
HIGH..................$172,500

34 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Digital Marketing Management

Search Engine
Optimization Manager

Top 10 positioning in search engines is the most effective form of online marketing. Mystery shrouds how
to accomplish this. Enter the Search Optimization Manager...

Duties:

# With the vast majority of all new visitors to a website originating from major search engines, it is
essential that every business implement a search engine optimization marketing campaign that
allows customers to find them head of the competition

# Develop and maintain keyword phrases that have a high amount of search traffic, conducts site
analysis to ensure the site is user friendly and optimized, reviews writing to maximize search
engine ranking, and creates program in which links are utilized

# Thorough understanding of search engine algorithms to improve ranking by increasing quality
content

# Domain name selection, link building and keyword research are of critical importance
# It takes skill and time to ensure that the website is ranked above competitors, while still achieving

maximum return on investment

SALARY RANGE
LOW ...................$ 74,500
AVERAGE ...........$76,900
HIGH....................$92,500

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 35

Digital Marketing Management

Search Engine
Marketing Manager

One of the best ways to generate website traffic is through Search Engine Marketing. The SEM Manager
works with the marketing and technical teams to create and manage pay-per-click advertising strategies
and keyword research to maximize click value and the overall customer experience.

Duties:

# Responsible for PPC new keyword development
and testing, and executing tactics that increase
revenue, site traffic, conversion and margins

# Manage day-to-day search marketing activities
across multiple search engines (Google, Yahoo,
Bing, etc.) including the campaign planning,
implementation, budget management and
optimization of paid search campaigns

# Responsible for bid optimization
# Monitors and analyzes campaigns to meet revenue, and traffic goals
# Develops testing plans and implements new strategies
# Research and manage affiliate and online advertising programs

SALARY RANGE
LOW ....................$75,200
AVERAGE ...........$80,500
HIGH....................$97,400

36 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Digital Marketing Management

Website Manager

The website is the storefront - or at least the corporate brochure - for the organization and it takes
a savvy professional to present it well. An effective Website Manager keeps them coming back again
and again.

Duties:

# Responsible for developing and executing marketing communications focusing on building
the company's website customer base

# Responsible for growth of page impressions, unique users, web subscribers and registered users
against target

# Studies the analysis of site traffic and user surveys to gain understanding of customer
purchase patterns

# Responsible for the overall "look and feel" of the website and ensuring consistency with the
company's brand image

# Responsible for content updates, engagement, optimization, content, back linking, SEO and
website code health

# Manage copyright and management of digital licensing tied to content
# Keeps abreast of web related developments and evaluates new revenue opportunities

SALARY RANGE
LOW ....................$69,100
AVERAGE ...........$79,500
HIGH....................$91,300

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 37

Digital Marketing Management

Email Marketing
Manager

There is no more “direct” response in direct marketing than the email channel. Campaign results can be
determined with unprecedented speed, and offers adjusted accordingly. This person is responsible for all
aspects of planning and execution, including calendar management, creative development, productions
and analytics.

Duties:

# Drives and executes email marketing communications to create awareness and interest,
resulting in customers returning to purchase new or additional product

# Develop and execute regularly scheduled “push” campaigns and special promotions
# Develops and oversees the executions of e-newsletters and other regularly scheduled

emarketing campaigns
# Must have an understanding of CAN- SPAM
# Interface with analytics, testing, and CRM teams
# Responsible for email service provider selection, and vendor evaluation

SALARY RANGE
LOW ....................$73,100
AVERAGE ...........$76,200
HIGH....................$89,400

38 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Digital Marketing Management

Website Merchandise
Manager

The Website Merchandise Manager is responsible for the merchandising of products on the website,
including buying merchandise, and maintaining the amount of stock needed.

Duties:

# Manage online merchants and platforms
# Develop short and long term promotional campaigns
# Analyze and adjust merchandising strategies based on seasonality and site performance
# Monitor projects including product reviews, search optimization, FAQ’s and product attributes
# Develop key metrics to improve and enhance the customer shopping experience
# Manage the day to day activities of the affiliate and partnerships programs
# Reconcile billing, charges and customer service

SALARY RANGE
LOW ....................$67,600
AVERAGE ...........$73,500
HIGH....................$82,600

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 39

Digital Marketing Management

Affiliate Marketing
Manager

Develop and manage the affiliate and partnership programs.

Duties:

# Develop affiliate and joint partner relationships, manage day-to-day activities
# Monitor affiliate activity, analyze performance, and recommend ways to increase

affiliate-generated revenues
# Initiate new campaign ideas, incentives and bonus offers
# Develop and deploy marketing creative and affiliate communications such as newsletters

and blog posts

SALARY RANGE
LOW ....................$53,900
AVERAGE ...........$65,500
HIGH....................$80,200

40 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Marketing Analytics

Director

Always in demand, Big Data has transformed the way we analyze, capture, curate, search and share
date, this role has moved from back office to front and center.

Duties:

# Responsible for evaluation, analysis and implementation of research and statistical techniques to
develop marketing insights and improve marketing plans, increase response rates, minimize credit
risks and decrease buyer attrition

# Develops and initiates market segmentation programs utilizing demographic, psychographic
and usage data

# Conducts front and back end analysis and product performance measures
# Tracks competitor mailing and product programs. Prepares reports for departmental needs
# Presents forecasts to management. May supervise staff of manager(s) and analyst(s)

SALARY RANGE
LOW ..................$134,900
AVERAGE .........$144,500
HIGH..................$158,200

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 41

Marketing Analytics

Marketing Analytics
Manager

Currently one of the most in-demand positions, this is the guy or gal that analyzes promotions
and understands the outcome from an order, volume and profitability standpoint.

Duties:

# Responsible for contribution to profitable growth by conducting studies for analytical evaluation
and recommendations

# Activities include analysis of customer acquisitions, purchase and repurchase patterns
and results, examination of front and back end promotions by product, list and creative

# Determines profitability of tests. Conducts feasibility studies and mathematical models,
coordinates focus group surveys and develops significant demographic and psychographic
information

# Responsible for the measurement, collection, analysis and reporting of internet data
for purposes of understanding and optimizing web usage

# Through the use of specialized analytics applications, this position will merge marketing research
with information technology for the collection, reporting and analysis of website click-stream,
merchandising and behavioral data

SALARY RANGE
LOW ....................$74,800
AVERAGE ...........$83,100
HIGH....................$93,500

42 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Marketing Analytics

Web Analytics
Director

Responsible for leading teams of analysts and developers in collecting and analyzing data from online
marketing campaigns in analyzing data, generating reports, and creating reports in order to make data-
driven decisions.

Duties:

# Applying various quantitative methods to analyze and interpret information from multiple
data sources

# Producing digital performance reports across online initiatives, including web sites and
online advertising

# Recognizing and solving data problems and inconsistencies
# Design and perform online campaign and conversion analyses, interpret results and develop

recommendations. Campaigns include search engine advertising, display advertising, email
marketing, social media and integrated campaigns
# Train and mentor web analysts, developers and SEM/SEO staff to provide the highest-quality
services and best results
# Subject matter expert and advocate best practices and around web analytics, campaign reporting,
conversion optimization, program/site measurement and multivariate testing

SALARY RANGE
LOW ..................$118,100
AVERAGE .........$133,200
HIGH..................$151,300

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 43

Marketing Analytics

Web Analytics
Manager

The Web Analytics Manager is an integral part of the ecommerce team. In depth analysis of consumer
behavior and website performance drives the optimization of revenue and margin on the website(s).

Duties:

# Perform in-depth analysis of website traffic and commerce metrics and provide recommendations
for improvement

# Extract, analyze, and synthesize data from a variety of sources to measure and report on site
performance and the customer experience

# Work closely with marketing, merchandising, creative, IT and website production teams to fulfill
on-going and ad hoc reporting needs

# Provide data quality training and consulting services to end users of the web data and web
analytics reporting tools in the organization

# Manager a/b and multivariate testing plans for site design and functionality enhancements
# Familiarity with web technologies and web content development procedures in an eCommerce

environment

SALARY RANGE
LOW ....................$75,000
AVERAGE ...........$82,500
HIGH....................$94,700

44 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Direct Marketing Management

Vice President
Marketing

Ever the visionary, is responsible for the developing and overseeing the execution of the strategic plan
that drives growth and profitability. If this position isn’t filled with a dynamo, even a terrific product won’t
sell at a profit.

Duties:

# Build a strong, identifiable brand character, and develop the strategy and implementation,
including marketing plans for acquiring new customers, retaining customers and clients, and CRM

# Oversees product development and selection, develop pricing strategy for all products
and services

# Forecast market trends, launching programs and adapting existing strategy toward those trends

SALARY RANGE
LOW ..................$150,300
AVERAGE .........$155,500
HIGH..................$193,700

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 45

Direct Marketing Management

Director
Marketing

Computers, seminars, toys or dog food…all are the domain of Marketing Directors selling to corporations
or individual consumers. They are charged with turning merchandise or services into profits.

Duties:

# Full profit and loss and budgetary responsibility for the marketing of products and services
to business, and institutional customers, as well as consumers, through non-catalog media

# Supervises internal creative department, or advertising agency, in development and execution
of promotional material

# Oversees marketing staff, research activities and production departments
# Final decision on media selection often, but not always, limited to direct mail, emarketing efforts

and space ads in trade and business oriented publications
# Determines positioning and pricing to increase market share
# Monitors competitors

SALARY RANGE
LOW ..................$110,300
AVERAGE .........$124,500
HIGH..................$146,900

46 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Direct Marketing Management

Manager
Marketing

Hitting a target that's always shifting, demographically and geographically, is the specialty and challenge
of the Direct Marketing Manager. Lifestyle changes, aging populations and dual income families impact
on all promotions.

Duties:

# Responsible for the development of the budget

# Determines the marketing position and pricing, directs creative department in production of a
myriad of direct marketing promotional vehicles, including but not limited to direct mail, space
advertisements, e-marketing efforts, freestanding inserts, bounce backs, billing and package
inserts and even matchbook covers

# Participates in the selection of products or services sold, credit and collection policies,
list approval

# Reviews result of front and back end analysis, sometimes presented by research department and
uses information to improve profit picture

SALARY RANGE
LOW ....................$79,900
AVERAGE ...........$87,600
HIGH..................$102,500

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 47

Media

Director
Multichannel

Putting together a schedule like pieces of a puzzle, purchasing visibility on numerous channels to ensure
the target audience is reached for maximum impact in the most cost effective manner. This position
requires creativity, latitude of thinking, and numbers savvy.

Duties:

# Oversees the research, development and implementation of a media plan
# Responsible for managing the purchase of broadcast time for radio and television, space online

for internet advertising, and print for insert media
# This is done using statistical models to determine the optimum media plan based on maximum

media effectiveness
# Must have the ability to multitask, and to negotiate and work well with others

SALARY RANGE
LOW ....................$87,900
AVERAGE ...........$97,600
HIGH ..................$114,600

48 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide

Media

Manager
Multichannel

Once the "go" decision is made on a product or service, it takes an expert in the variety of Direct
Marketing media to suggest how to spend the money, frequently in the millions, and where and why to
spend it and choose that medium or media.

Duties:

# A key member of the marketing team, has responsibility for department of planners, buyers and
analysts in development of media strategy

# Supervises the development of programs for the disbursement of advertising budget, with an
evaluation of all media, including but not limited to direct mail, space advertisements, radio,
television, cable, internet, freestanding inserts, statement stuffers, billing inserts and coops

# Oversees media contracts and agreements, rate negotiations and billing
# Supervises maintenance of media schedules. Analyzes results and monitors media purchases

SALARY RANGE
LOW ....................$64,100
AVERAGE ...........$75,100
HIGH....................$87,400

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 49

Media

Planner/Analyst
Multichannel

Long after the lights have dimmed in other offices, this professional evaluates the past and ponders the
future to ensure that the next Direct Marketing, Digital or Telesales program achieves its goals, within an
established budget.

Duties:

# For the needs of the client, recommends the size and scope of a myriad of media options
including, but not restricted to, direct mail, space, TV, broadcast, co-op vehicles, package inserts
and, more recently, cable and internet promotions

# Maintains current status reports of promotion budget, plans media schedules and proposes new
test vehicles and formats

# Meets with list brokers, space salespeople and other media vendors.
# Analyzes front and back end results on a timely basis, determines seasonal trends and maintains

an alertness for statistical inferences and variances in response rates

SALARY RANGE
LOW ....................$51,100
AVERAGE ...........$56,000
HIGH....................$63,800

50 Crandall Associates, Inc. ! 2018 Direct & Digital Marketing National Salary Guide