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Marketing salaries, revealed: What top advertisers like Nike, PepsiCo, and Square pay employees, from strategists to CMOs
17th December 2020
Top consumer brands in sectors like apparel, packaged goods, and fast food continue to advertise, even as the pandemic hobbles the economy.
These companies remain top destinations for marketers, especially as ad agencies shed jobs.
Business Insider analyzed the US Office of Foreign Labor Certification's quarterly disclosure data for the biggest US advertisers to see what they pay marketing employees.
Salaries range from $95,181 for a brand innovation manager at Nike to $142,000 for a product manager at Square.
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The media and advertising ecosystem has changed dramatically as consumers spend more time online, eroding the influence of media outlets like broadcast television.
But big brands still spend billions each year to promote their products. And they pay competitively as ad agencies shed jobs due to the pandemic and brands are taking more of their marketing in-house.
Brands hire people from around the world for marketing jobs, and they're required to list base salary rates when filing paperwork on behalf of all employees who received visas.
The US Department of Labor's Office of Foreign Labor Certification releases that data every quarter. Business Insider analyzed its quarterly disclosure data for the quarter ended Sept. 30 for the biggest US advertisers to reveal what they pay their marketing employees.
The brands in this story appear on AdAge's index of America's top 200 advertisers or are prominent in their industries and received visas for marketing jobs in the quarter ended Sept. 30. Some top spenders in industries such as auto and insurance did not have relevant salaries in the visa data.
The salaries and ranges listed are based on "prevailing wages," or the minimum pay required for the jobs in question. The Department of Labor uses these numbers to prevent international and domestic professionals from being exploited.
The companies mentioned in this story declined to comment or did not respond to related requests.
Apparel: Nike paid a global brand director $155,965 and The Gap paid a visual director up to $240,100
Top apparel advertisers Adidas, Nike, and Puma have been negatively affected by the pandemic, with Nike's total revenue down 38%, Adidas's net sales down 19%, and Puma's net profit down 61.6% year-on-year in the first quarter.
But as the economy starts opening up, the industry has started to bounce back. Strong online sales helped The Gap offset a blow to its revenue in the most recent quarter, when year-over-year revenue fell about 18% to $3.28 billion.
With malls and stores opening again, retailers added 258,000 jobs in July, according to the Labor Department — offsetting job cuts announced by some national chains.
Here's how some top apparel companies pay their marketing employees: