Digital marketing careers

Key roles, salaries and requirements

 GROUPE
I.A. TEAMINSIDE
DESIGN THINKING
QUANTIFIED SELF
USER EXPERIENCE
BLOCKCHAIN
BACKLOG
PPC
MACHINE LEARNING
RTB
…

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 DIGITAL ROLES,

These roles are in constant and fast

evolution..

And still very difficult to figure.

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 TO SEE CLEARER...

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 ACQUISITION / WEB MARKETING / MEDIA PROJECT
Generate visibility and traffic Design & develop sites and apps
Mission - Traffic optimisation Missions
• SEO
• SEA, RTB, display, programmatique, payed social, • Conception / UX et UI Design (customer journey and
retargeting,… interfaces)
• E-mailing • Production (spécifications and technical
developments, tests and acceptance testings)
• Affiliation • Project management
Positions • Planning, ressources, budget, functional
specifications, orchestration …
• SEO / SEA project manager
• SEO / SEA Expert • Méthodologie : V cycle or Agile (Scrum, Kanban)
• Traffic manager
• Head of acquisition Positions
• Performance manager • Digital project manager / Product Owner /
• … Product Manager / UX and UI Designer

DATA
MARKETING
Develop user knowledge and optimize Generate value
performance by leveraging Datas
Missions
Missions • Product strategy, communication and marketing
• data acquisition and conversion analysis (Journey) / (activation, animation…)
attribution-contribution models • E-commerce
• Commercial &marketing data analysis,… • CRM (relational, transactional strategies, loyalty
• Segmentations, scorings, modeling,… and engagement programs, …)
• Analyzes of consumer behavior and life cycle • Social Media and brand content
• Technologies : web analytics / DMP / Data Lake / Positions
Machine Learning / Blockchain /… • Marketing Manager / Director
• E-commerce Manager / Director
Positions • Product manager / E-merchandiser / Online
Marketing Manager /…
• Web Analyst / Data Analyst / Data Scientist • CRM manager / CRM project manager
• Dataminer / Chief Data Officer • Social Media Manager / Brand Content Manager /
Community Manager
1. Specialization and versatility, a paradox ?

• The trend is confirmed. It accelerates with the

emergence of new technologies : programmatic, A.I,
machine learning,... The digital professions continue
their technicalization and specialization.

• This trend paradoxically coexists with the emergence

of new professions that needs very versatile profiles

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Job position mapping (2016)
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ZOOM ON

PRODUCT OWNER (PO)

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 HIS ROLE

Very demanded on the market, particularly through the development of heavy

e-Commerce platforms , the Product Owner became more than a Digital Project
Manager... He intervenes henceforth on the product specification in i tself,
until evolving through a Product Manager role, then a Head of Product.

Assignments

He supports a role of specification of the product itself, defining what we call the
Roadmap: he is on standby of all the technological evolutions and innovations on the
market, anticipates the uses and the needs of the users to define,
in a projective way, which features and services are best able to meet their needs.

That is not the only role of the PO that drives his digital projects in Agile methodology
(Scrum ou Kanban), iterative projects management method: the project is divided
into several groups of features (sprints) described as user stories.

Each feature is specified and developed but not at the same pace.

The PO manage sprints thanks to a project management tool called the backlog, which
Allows it to evaluate and optimize the features at each step or iteration to best fit
the needs of end users.

His role becomes increasingly strategic as he builds skills and moves away from
the project management itself: he gradually becomes a Product Manager (PM)
in charge of the product definition.

His profile Salaire PO/PM/Head of Product en 2018

Often resulting from a training in marketing, the PO most often turned to marketing 0-3 ans 42-55 K€
project management then digital. Functional profile, he nevertheless has an excellent
knowledge of technical environments. Without being UX, he masters UX / UI issues 3-5 ans 55-70 K€
and knows how to work with multidisciplinary teams (UX / UI, technical teams
including developers, ...).
5-10 ans 70-85 K€
Finally, to evolve towards PM functions, he usually has an excellent understanding
of the product and marketing issues. + 10 ans 85-150 K€

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ZOOM ON

DATA POSITIONS

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BUSINESSES IN FULL TRANSFORMATION

Powered by the massive use of social networks, the boom of connected objects,
the adoption of the 'quantified self' and the digital transformation
of companies, the Big Data market continues to grow and transform, impacting
the trades themselves, who get specialised and specialise ...

Zoom on 4 positions…
Data Analyst, Data Scientist, Web Analyst et Dataminer

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THE DATA ANALYST
He or she explores and analyzes the data generally
from a single source (eg data from the Sales Department)
to identify levers for optimizing the activity and performance.
He or she is also in charge of data architecture, as well as their
creation, their modeling and their good operation.
Previously often attached to the Systems Department
of information, it is more and more attached to the Departments
Professions (Marketing , CRM, Sales ...)
THE DATA SCIENTIST
The Data Scientist is the evolution of the Data Analyst in the
Big Data era.
His role is key in business transformation: it processes, analyzes
and values the data of a company to define the best strategy
development: marketing and sales strategy, improved performance
and profitability prospective...
Engineer, specialist in data science, cumulating knowledge of
mathematical tools, statistics and computer, it is able to code
them (R, Python), produce methods
(automated, as much as possible) of sorting and analysis of mass
data and sources more or less complex or disjoint, and build
intelligent algorithms, in order to extract useful information.

0-3 ANS 40-55 K€ (30-45 en 2017) 0-3 ANS 45-65 K€ (35-55 en 2017)
3-5 ANS 55-70 K€ (45-65 en 2017) 3-5 ANS 60-80 K€ (55-75 en 2017)
5-10 ANS 65-80 K€ (55-70 en 2017) 5-10 ANS 80-95 K€ (75-90 en 2017)
+ 10 ANS - + 10 ANS 100-150 K€ (90-120 2017)
 THE WEB ANALYST

The web analyst measures and analyzes performances and the

ROI of the presence of a company on the web, whether in
terms of visibility (branding) or performance
(traffic, acquisition, analysis of conversion tunnels
and user paths).

He defines the KPI's, sets up tools for measuring the results of

digital media campaigns, and dashboards (through
dashboarding tools like Tableau Software, DataStudio,
Datorama, ...).

He gives his recommendations for optimizing the company's

website (via ergonomic tests and A / B testing) and media
investments (attribution / contribution).

0-3 ANS 35-45 K€ (30-45 en 2017)

3-5 ANS 45-60 K€ (45-55 en 2017)
5-10 ANS 60-70 K€ (55-70 en 2017)
+ 10 ANS -
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 2. New professions emerge

Omnichanel Director, Growth Hacker, Business Analyst,

Customer Experience Manager,…
Those jobs are brand new.

The new technologies (IoT, FinTech, IA.,…) and the

central role that digital takes in business growth,
provoke a change in the job market.

Consequence: new professions emerge.

Exemple : zoom on the Customer Experience

Manager !

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ZOOM ON
THE CUSTOMER EXPERIENCE
MANAGER

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ROLE

The role is increasingly key within companies. He is the guarantor of the

customer experience throughout his journey with the brand. Its role is to
place it at the heart of the company's strategy to maximize commitment
and performance (sales, etc.).
Assignments :

• He identifies all the points of direct and indirect contact of the brand
with its customers (website, customer service, shops, social networks,
mobile applications, distributors, ...).
• He analyzes the customer's journey (mapping) on all of these touch points from a
strategic and omni-channel angle, in order to determine the "bread points", in
other words the obstacles / brakes that create a break in the experience. of the
customer with the mark.
• He then recommends the evolutions (new features, new services, new speeches
/ messages, ...) needed to correct his "bread points" and homogenize /
streamline the overall customer experience..
Perimeter
His vision is strategic and global. As a result, its scope is broad because it integrates
the digital and omni-channel experience (thus the physical outlets) but also the
monitoring of the level of customer satisfaction (CRM), customer knowledge (the
available data, those to enrich to increase the level of personalization), ... A true
conductor of the customer experience, he works with experts (UX, data, project
managers, ...) whose work he coordinates.
His profil
A versatile marketing and digital profile, most often spent in Product
Manager, Digital Marketing Manager and / or CRM positions, with a Salaire Customer Experience Manager en 2018
project management cap and an excellent knowledge of Design Thinking
methodologies. 0-3 ans -
3-5 ans 55-70 K€

59 %
des entreprises qui donnent la priorité
à l'investissement dans l'expérience 5-10 ans 70-85 K€
client voient leur chiffre d'affaires
augmenter plus rapidement. + 10 ans 85-95 K€
Source : The Economist Intelligence Unit
 3. Shortage…

« In France, annual Data Scientist requirements oscillate between 2000

and 3000 people, while schools do not form only 200 to 300 over the
same period. »
Jérémy Haroch, organisateur du salon DataJob, en 2015.

« By 2018, the United States should know a shortage of 190,000

professionals combining analytical and computer skills. »

Judith Tripard, Headhunter, cabinet Clémentine.

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 3. Shortage…

Ransom of the technicization and the specialization, certain

profiles are very sought after and disputed, with the natural
reverse of the medal ... The shortage!

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SALARY BY CATEGORY

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Methodology

This study was conducted on the Aravati base, made up of 75,848 candidates *.

The salary data have been updated on the basis of statements made by the candidates with
whom we talked in 2017-2018 (phone qualification, face to face interviews, ...), ie 3,793
candidates *.
The wages shown are median wages, expressed as annual gross.
They constitute indicators of major market trends in 2017/2018.
Median wages are expressed as a package, incorporating, to the extent as possible, the fixed
and the variable.
The actual wages on which these median wages were calculated may vary depending on the
size of the companies we work with: large companies, pure player or start-up.
Calculated on the basis of candidates located mainly in Paris and the « Ile de France »,
they can not be considered as referents on the Province.

* Données arrêtées au 21.05.2018.

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E-MARKETING CRM DATA COMMERCIAL AGENCES

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E-MARKETING CRM DATA COMMERCIAL AGENCES

NIVEAU D’EXPERIENCE

0-3 ANS 3-5ANS 5-10 ANS + 10 ANS

Directeur Digital Omnicanal 180 à 200 K€
Directeur Marketing Digital
180 à 300 K€
(Chief Digital Officer)
Responsable Marketing Digital
90 à 130 K€
(Digital Marketing Officer)
Responsable E-commerce
50 à 60 K€ 60 à 85 K€ 90 à 120 K€
(E-commerce Manager)
Directeur des Opérations
80 à 100 K€ 100 à 135 K€
(Chief Operations Officer)
Directeur Technique
65 à 85 K€ 85 à 150 K€
(Chief Technology Officer)
Customer Experience Manager 55 à 70 K€ 70 à 85 K€ 85-95 K€
Responsable Acquisition
45 à 65 K€ 65 à 80 K€ 80 à 100 K€
(Acquisition Manager)
Head of Media (omnicanal) 60 à 80 K€ 80 à 130 K€
Chef de Projet SEO / SEA
35 à 45 K€ 45 à 58 K€ 58 à 65 K€
(SEO / SEA Manager)
Trafic Manager 30 à 40 K€ 40 à 50 K€ 50 à 60 K€
Brand Content Manager 30 à 40 K€ 40 à 50 K€ 50 à 70 K€
Social Media Manager > Head of Social et E-reputation 30 à 40 K€ 40 à 60 K€ 60 à 80 K€ 80 à 120 K€
Community Manager 25 à 35 K€ 35 à 40 K€
Chef de Projets AMOA > Directeur de Projets 35 à 45 K€ 45 à 65 K€ 65 à 80 K€ 80 à 100 K€
Product Owner > Product Manager > Head of Product 42 à 55 K€ 55 à 70 K€ 70 à 85 K€ 85 à 150 K€
Chef de Projet Digital 30 à 40 K€ 40 à 50 K€ 50 à 65 K€
Lead UX / UI 55 à 70 K€ 70 à 90 K€
Growth Hacker 35 à 45 K€ 45 à 60 K€

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E-MARKETING CRM DATA COMMERCIAL AGENCES

NIVEAU D’EXPERIENCE

0-3 ANS 3-5ANS 5-10 ANS + 10 ANS

Responsable CRM 55 à 65 K€ 65 à 80 K€
Chef de Projet CRM 35 à 45 K€ 45 à 55 K€
Campaign Manager 35 à 40 K€ 40 à 50 K€

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E-MARKETING CRM DATA COMMERCIAL AGENCES

NIVEAU D’EXPERIENCE

0-3 ANS 3-5ANS 5-10 ANS + 10 ANS

Chief Data Officer 150 à 230 K€
Responsable de la Performance Digitale 55 à 65 K€ 65 à 85 K€ 85 à 100 K€
Responsable de la Connaissance Clients 55 à 65 K€ 65 à 80 K€ 90 à 120 K€
Web Analyst / Data Analyst 35 à 45 K€ 40 à 60 K€ 60 à 70 K€
Data Scientist 45 à 65 K€ 60 à 80 K€ 80 à 95 K€ 100 à 150 K€
Dataminer 32 à 40 K€ 40 à 50 K€ 50 à 80 K€

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E-MARKETING CRM DATA COMMERCIAL AGENCES

NIVEAU D’EXPERIENCE

0-3 ANS 3-5ANS 5-10 ANS + 10 ANS

Business Developer 35 à 45 K€ 45 à 60 K€ 60 à 75 K€ 75 à 90 K€
Account Manager 38 à 42 K€ 42 à 50 K€ 50 à 65 K€ 65 à 90 K€
Manager de Business Unit / Sales Manager 50 à 70 K€ 70 à 85 K€ 85 à 100 K€
Directeur Commercial 65 à 80 K€ 80 à 100 K€ 90 à 170 K€

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E-MARKETING CRM DATA COMMERCIAL AGENCES

NIVEAU D’EXPERIENCE

0-3 ANS 3-5ANS 5-10 ANS + 10 ANS

Directeur de Création 85 à 100 K€ 100 à 200 K€

Directeur Artistique 26 à 30 K€ 30 à 45 K€ 45 à 70 K€ 70 à 120 K€
Concepteur-Rédacteur 22 à 30 K€ 30 à 45 K€ 45 à 80 K€ 80 à 120 K€
Directeur du Planning Stratégique 65 à 85 K€ 85 à 130 K€
Planneur Stratégique 30 à 40 K€ 40 à 50 K€ 50 à 70 K€ 70 à 90 K€
Directeur Commercial 90 à 120 K€
Directeur Conseil 60 à 90 K€
Directeur de Clientèle 45 à 50 K€ 50 à 65 K€
Chef de Projet 27 à 35 K€ 35 à 45 K€ 45 à 55 K€
Directeur de Projets 50 à 65 K€ 65 à 90 K€
Directeur Technique / CTO 90 à 120 K€

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THE TEAM
CONSULTANTS ALLOCATING THE EXPERTISE OF RECRUITMENT AND BUSINESS

HYMANE BEN AOUN RAPHAELLE BEGUE ISABELLE FASTREZ SONIA ABADI

20 years experience in 15 years experience 17 years experience in Many experiences as a

headhunting, 15 managing in digital digital and CRM senior consultant
recruiting digital and CRM, 8 years as Principally in digital recruiting in demanding
talents. Marketing and agencies working for sectors. A strong
Digital Director. berands as CANAL+, expertise on BI & BIG
Nestlé, American DATA experts.
Express,…) and the as
Digital and CRM
Manager at Nespresso.

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