Crandall Assoc 2018 Salary Guide-4

Media

Digital Media
Director

Putting together a schedule like pieces of a puzzle, purchasing visibility on numerous digital 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 digital media plan, including banner,
search, email, social and mobile

# This is done using statistical models to determine the optimum media plan based on maximum
media effectiveness

# Stay on top of marketplace digital media trends and tactics to create innovative media plans
# Social networking activities are built into this position, especially as an extension to the blog

and related to Twitter mobilization

SALARY RANGE
LOW ....................$88,200
AVERAGE ...........$97,200
HIGH ..................$116,300

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 51

Media

Digital Media
Manager

The Digital Media Manager is responsible for overseeing the online media spend, overseeing the day
to day planning and execution of online marketing, social networks, ecommerce, and digital advertising
initiatives.

Duties:

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

# Supervises the development of programs for the disbursement of advertising budget, with an
evaluation of digital media for results and profitability

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

SALARY RANGE
LOW ....................$56,700
AVERAGE ...........$65,800
HIGH....................$73,500

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

Media

Digital Buyer

Evaluate, develop and execute a variety of online media campaigns.

Duties:

# Evaluate, negotiate and purchase online media opportunities
# Develop campaign analyses, and conduct marketing analytics for campaigns
# Establish, develop and maintain media/vendor contacts
# Execute ROI focused campaigns based on cost per lead and cost per acquisition
# Prepare media plan options, analyses and recommendations based on strategic

direction provided
# Implement plan and maintain budget control throughout entire process
# Responsible for social media buys, including Facebook, Twitter, YouTube and other media

SALARY RANGE
LOW ....................$53,400
AVERAGE ...........$66,500
HIGH....................$81,700

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 53

Media

Digital Planner/Analyst

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

Duties:

# Recommends the size and scope of a myriad of media options including, but not restricted to,
banner, search, email, social and mobile marketing

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

# Negotiate and purchase the best interactive media to reach the target audience
# 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
# Responsible for new Big Data initiatives and analytics

SALARY RANGE
LOW ....................$49,100
AVERAGE ...........$63,900
HIGH....................$78,700

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

Merchandise

Vice President

The ability to envision and develop unique product that sells at healthy profit margin — whether it is
sourced around the corner or around the world. Must effectively use data from multiple sources, have
excellent interpersonal skills, and recommend “first in market” changes.

Duties:

# Serves as the top merchant on staff and leads all merchandise department personnel in the
development of product that reinforces the corporate brand

# Must have an awareness of the marketplace, and manage merchandising strategies based on
market research, customer base, and competitive analysis

# Direct achievement of future internet, catalog, retail and direct mail sales by defining key
merchandising issues

# Must be willing to travel extensively, often internationally

SALARY RANGE
LOW ..................$135,600
AVERAGE .........$160,300
HIGH..................$177,400

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 55

Merchandise

Director

An eye for value, a proclivity for uniqueness, a sophisticated insight into the consumer, the instincts of a
trader and a developed ability to evaluate a vendor's reliability are qualities that distinguish the
merchandise professional.

Duties:

# Responsible for the identification, selection, testing, pricing and positioning of products, ideally
unique, to be sold profitably to the consumer at home and/or the corporate purchase manager

# Reevaluates existing products by recommending new features
# Recommends copy presentation and verifies accuracy
# Reviews and recommends revisions of all promotional and product literature for features,

including guarantees and warranties
# Ensures integrity of vendors for quality and the ability to make deliveries on projected

and unanticipated quantities
# Monitors inventory
# Supervises buyers

SALARY RANGE
LOW ..................$100,400
AVERAGE .........$117,700
HIGH..................$131,500

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

Merchandise

Merchant/Buyer

With uncanny insight, the Merchandise Buyer focuses on products with distinction, low priced or upscale,
to distinguish the company's line from the mass of merchandise offered in the consumer or business
mailbox or email inbox.

Duties:

# Researches marketplace for products that will add a distinctive flavor, often personalizing products
to give unique characteristics

# Solicits bids, analyzes quotations and selects and recommends vendors for reliability, quality
and price

# Attends relevant trade shows, showrooms, factories and travels, in some cases, to overseas
markets

# Recommends new marketing media, e.g. syndication programs and statement stuffers, and
ensures that all products are presented in an accurate manner regarding features, claims, prices
and warranties

# Maintains watchful eye on inventories
# Supervises rebuying

SALARY RANGE
LOW ....................$74,700
AVERAGE ...........$85,900
HIGH....................$92,700

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 57

Operations

Vice President

The motor behind the machine, this professional provides direction and leadership in the areas of order
processing, shipping, warehousing, fulfillment and customer service.

Duties:

# Responsible for strategic planning and execution to enhance profitability and efficiency throughout
the company’s operations

# Provides leadership to overall budget and business planning processes
# Develop and direct the management of the fulfillment/distribution center, customer call center,

and information technology departments
# Continually investigate and introduce process improvement measures and participate in vendor

negotiations to ensure product relevance and cost-efficiency

SALARY RANGE
LOW ..................$144,900
AVERAGE .........$160,500
HIGH..................$174,300

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

Operations

Director

A Direct Marketing organization thrives when it has an Operations professional who prepares for growth
and prevents problems, but when they arise, have the experience, ability and ingenuity to solve them
quickly, before they get serious.

Duties:

# Responsibilities include direct and indirect supervision of diverse functions and activities, with the
exclusion of marketing, creative and financial departments

# Establishes and monitors performance standards, evaluates and effectively improves efficiency of
data processing, fulfillment, production, purchasing, printing, warehousing and, in some
corporations, the human resources department

# Recommends new or additional facilities or equipment, and negotiates purchase or lease

# Interfaces with postal and other delivery systems to effect speedier and more cost effective
delivery

SALARY RANGE
LOW ..................$125,800
AVERAGE .........$139,900
HIGH..................$146,600

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 59

Production

Manager

With a multitude of resources in all matter and form, developed over years of tribulation, the professional
conceives every printing project, every mail format and every advertising and promotional vehicle as
within their province...and it's produced.

Duties:

# Responsible for purchasing promotional materials, including printed, imprinted and non-printed
materials used in, but not restricted to, direct mail catalogs, space advertisements, co-op mailings,
freestanding and package inserts and statement stuffers

# Familiar with all manner of printing processes, including laser, inkjet and impact printing and the
desirability and costs of each method for particular programs

# Supervises letter shop and printing activities
# Maintains quality and mail schedules while exploring for competitive vendors. Often the resident

authority on postal regulations

SALARY RANGE
LOW ....................$70,200
AVERAGE ...........$76,900
HIGH....................$88,900

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

Social Media

Director

The position is responsible for creating strategy and implementing content on a variety of social platforms
on behalf of brand, product or corporation. These days there is often an internal battle for ‘ownership’ of
the Social Media Director. This position may reside in the Marketing, Ecommerce or PR departments.

Duties:

# Duties include online advocacy writing editorial, community-outreach efforts and promotions
# Develop the tone and voice of social media extensions to grow and engage audience
# Manage presence via social networking sites including Facebook, Pinterest, Twitter, Snapchat,

YouTube, posting on blogs, and other sites
# Engage in dialogue and answering questions on behalf of the community
# Solid knowledge and understanding of SEM and SEO
# Identify ways to monetize social media initiatives
# Identify potential partner sites (brands, bloggers, etc.) and create partnership marketing

opportunities

SALARY RANGE
LOW ....................$86,500
AVERAGE ...........$98,500
HIGH..................$121,100

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 61

Social Media

Manager

(Oriented towards welcoming, and maintaining the dialogue with the connections…more strategic
position than Community Manager)
This is a newer position that every company, large or small, needs to fill. In a smaller organization,
a part-timer or outsourced agency may meet the need, but any organization that ignores social media
(even a restaurant or dog walker, let alone a company of greater size) does so at their own peril.

Duties:

# Implement social media strategy, coordinating with various departments to ensure that the
organization is speaking in “one voice” through social channels

# Encourage adoption of relevant social media techniques into the corporate culture, and into all of
the company’s products and services

# Work with the product development team to ensure social media tools (i.e., Pinterest icon) are
kept up to date

# Become an advocate of the company in social media spaces, responding to questions and/or
issues, and engaging in dialogues as appropriate

# Communicate insights gained from social media monitoring to management, to help them evolve
their strategies in a relevant and timely fashion

SALARY RANGE
LOW ....................$73,700
AVERAGE ...........$77,000
HIGH....................$88,600

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

Social Media

Community Manager

(More oriented toward welcoming, and maintaining the dialogue with connections than the Social Media
Manager)
A Community Manager is the face and voice of a company, managing communications in both directions.

Duties:

# Responsible for creating content for social media channels, including customer relations, blog
posts, articles and newsletters, public relations, and event planning

# Willing to work around the clock to approve comments, keep the dialog going, and put out fires
when necessary

# Create and maintain relationships with bloggers
# Managing online feedback forums, responding to comments where appropriate, and adding value

to the user experience
# Empathetic; champions of the voice of the community; brand evangelists
# Must have knowledge of emerging tools and platforms and social media
# Utilize social media monitoring tools to monitor interaction, and report on metrics

SALARY RANGE
LOW ....................$47,900
AVERAGE ...........$55,100
HIGH....................$77,500

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 63

Regional Variations

The following percentages represent regional differences in base salaries found in Direct and Online
Marketing and not cost of living variances alone. For cities with populations over 1,000,000, add 5% to
base. Some major metropolitan centers of activity in Direct and Digital Marketing are listed separately,
with the necessary additional adjustment.

State/Metro Area ..............................................% State/Metro Area ...............................................%
Alabama ..............................................................-5 Montana .............................................................-5
Arizona ..............................................................+5 Nebraska.............................................................-5
Arkansas ............................................................-5 Nevada ................................................................0
California ..........................................................+10 New Hampshire....................................................0
Los Angeles Metro ...........................................+20 New Jersey .......................................................+5
San Francisco Metro ........................................+20 New Mexico.........................................................-5
Colorado ............................................................+5 New York ............................................................+5
Connecticut .......................................................+5 New York Metro ...............................................+20
Delaware ...........................................................+5 North Carolina ....................................................-5
Florida .................................................................0 North Dakota ......................................................-5
Georgia ................................................................0 Ohio ..................................................................+5
Idaho .................................................................+5 Oklahoma ...........................................................-5
Illinois ................................................................+5 Oregon ..............................................................+5
Chicago ...........................................................+15 Pennsylvania .....................................................+5
Indiana ..............................................................+5 Philadelphia Metro ..........................................+15
Iowa ....................................................................-5 Rhode Island ...................................................... 0
Kansas ................................................................-5 South Carolina ...................................................-5
Kentucky ............................................................-5 South Dakota .....................................................-5
Louisiana ............................................................-5 Tennessee ..........................................................-5
Maine ..................................................................0 Texas ...................................................................0
Maryland ...........................................................+5 Dallas .................................................................+5
Massachusetts ..................................................+5 Utah .....................................................................0
Boston Metro ...................................................+15 Vermont ...............................................................0
Michigan ..............................................................0 Virginia ..............................................................+5
Minnesota ............................................................0 Washington State ..............................................+5
Minneapolis ......................................................+10 Washington, D.C ..............................................+15
Mississippi ..........................................................-5 West Virginia .......................................................0
Missouri ..............................................................-5 Wisconsin ..........................................................+5
Wyoming .............................................................0

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

When We Conduct A Search For You

Because our reputation is of paramount importance to us, we adhere with pride
to the following principles:

# We work only for the corporation and are compensated solely by the company, not by people
exploring options

# We always respect, in totality, any information given to us in confidence
# We accept search assignments only when we have confidence in completing the assignment to

the satisfaction of our client
# We present only qualified candidates who have been interviewed to your specifications and have

expressed a sincere desire to explore the opportunity your company presents
# We recognize the important of each search for our clients and will utilize our resources to conduct

a thorough search, completing the assignment expeditiously
# We never recruit from a client company

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 65

Clients We Have Served

When we opened our doors 45 years ago, direct marketing was executed exclusively through the
mail and in space advertising. Our first clients were advertising agencies and the searches were
creative: art, copy, production. As time passed and our network expanded, we began to work with those
on the “Client” side, including financial services, catalogers, manufacturers, pure play ecommerce and
consumer and business mailers, both large and small.
Since the 1990’s when the online channel emerged, an increasing number of the searches we are asked
to conduct are for positions with an ecommerce, emarketing or interactive marketing focus. (We now
publish a Guide to Online & Interactive Marketing Salaries, exclusively devoted to the Online marketing
channel, available for purchase at www.crandallassociates.com). More recently, social media and mobile
marketing have emerged as the latest growth channel in direct marketing.
The clients we have served read like a “Who’s Who” in direct and interactive marketing, with many names
that are immediately recognizable, but also many that aren’t. We have filled positions for organizations
with 20 employees, and organizations with 200,000 employees. The thread that connects them is a
commitment to bringing the most talented, passionate professionals on board. The following is a sample
of clients we have served:

Allscope MEDIA ! American Management Association ! Amnesty International ! Asset Marketing
Blair Corporation ! Boden ! CDR Fundraising ! Century21 Department Stores ! Colony Brands
Coldwater Creek ! CUNA Mutual ! DMW ! Direct Education Dynamics ! Dow Jones ! Fisher Investments

! Gardener's Supply Hanover Direct ! Healthy Directions ! Hertz Corporation ! Hilton ! Intuit
Jet Blue ! Kaiser Permanente ! La Quinta ! Littleton Coin Company ! Marketing Architects

Markwins Beauty Brands ! M&T Bank ! Musician's Friend ! NRDC ! Nautilus
Norm Thompson Outfitters ! Northern Lights ! Novo Nordisk ! OMP ! Orvis ! Pepsi
Pace Communications ! Pitney Bowes ! Pom Wonderful ! Positive Promotions ! Practicing Law

prAna ! Professional Cutlery Direct ! Quickie Manufacturing Corporation ! QVC
Starwood Hotels & Resorts ! The Economist ! Tommy Bahama ! Union Privilege ! Universal Screen Arts

USO ! Vermont Teddy Bear ! Wealth Enhancement ! World Villages For Children ! WPP Agencies

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

About the Methodology

The salaries in this Guide have been determined in the following manner:

# Discussions with employers, from presidents to personnel officers, nationally, in companies
varying in geographic locale, sales and number of employees.

# Personal interviews and talks with our contacts in Direct Marketing and Digital Marketing at all
salary levels working from coast to coast. Particular attention was placed on employees not
interested in another position. These discussions serve as a double check on figures.

# Analysis of information collected as a result of discussions with potential candidates nationally,
with adjustments made for the “fudge” factor.

# The above method was chosen over a mail survey which is subject to severe distortions.
Companies not responding to a mail survey, often a high percentage, constitute a hidden factor
that may distort figures significantly.

# It must also be noted that mail surveys generally have a bias toward larger companies and are
never random. Respondents select themselves. Major firms generally maintain sufficient
personnel, including wage and compensation analysts, so they can participate in studies
conducted by mail.

# On the other hand, small companies may not be able to respond because of the lack of a
personnel department, or the pressure of time. Other companies may believe their participation to
be of little importance.

# Since the bulk of Direct Marketing and Digital Marketing companies fall into the category of “small
business”, their lack of response to mail surveys has traditionally skewed figures. All figures in this
guide are based on confidential data available from our national network and contacts.

SALES
Base salaries for salespersons are excluded from
this survey because the base salary is generally
overshadowed by commissions or bonuses.

www.CrandallAssociates.com ! [email protected] ! 516.787.6800 67

AN INVITATION

Let’s get to know each other. At Crandall Associates, Inc., we recruit nationally in all functions listed in
this Guide, always confidentially. We conduct searches exclusively in Direct and Digital Marketing for
executives with compensations of $50,000 to $500,000.
Our Clients rely on us because of our fundamental policy:

We recruit for you the way you would, if you only had the time.

Give me a call. Let’s become acquainted. In a short time, I can answer your questions, tell you about our
organization, and most important of all, get to know you. Our relationships with our clients are valuable to
us, and we welcome the opportunity to partner with you. If you have a question about a salary range for a
position within your organization, or even if you need some help putting together a Position Description,
we appreciate the opportunity to serve as a resource for you.

Thank you,

Wendy Weber, President
516.767.6800
[email protected]

Copyright & Advisory

This Salary Guide is published yearly by Crandall Associates, Inc. for the general information of Direct and Digital marketing
professionals. This report is copyrighted.
Reproduction in any manner, directly or indirectly, in whole or in part, without the written consent of the publisher is prohibited.
Although every effort has been made in the representation of the enclosed information, readers must consider that the figures
are intended as a guideline and should not be used alone in the final determination of corporate wage scales since salaries
and duties in each function vary considerably from company to company based on many factors, tangible and intangible.

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