Marketing: Labour Market Trends and Salary Survey

May 2012

The labour market in the field of marketing is showing signs of revival after the collapse of 2008. Whilst international companies realized the importance of the marketing function and the need for recruitment of competent professionals in the marketing departments a long time ago, local companies are just beginning to understand it. This trend is certainly positive and it affects the level of demand for marketing specialists. Marketers are in demand across various industries, although pharmaceutical and FMCG companies are demonstrating the highest recruitment rates. FMCG companies are actively hiring trade marketing managers. This trend is observed both in Food and Non-Food sectors. Special attention to this function is paid in tobacco and alcohol companies, due to the legal restrictions on advertising, so trade-marketing is an important tool for their promotion. The increasing importance of the trade marketing function is also connected with the rapid development of modern retail, says Alena Vykhodtseva, a Principal Consultant with Antal Kazakhstan. Pharmaceutical companies are currently attracting brand managers and product managers. As for the B2B sector, the role of marketing professionals mostly belongs to Head of Sales, who implements the head offices overall marketing strategy. An interesting trend is the increased demand for corporate communications managers, responsible both for public relations and for government relations. The demand for managers who are only responsible for one of these areas is somewhat lower, but is also noticeable, says Manager, Anna Kovinskaya.

Professional GR Managers are in particular demand in industries which are cooperating closely with, or directly dependent on government regulations, such as oil production, mining, pharmaceuticals, alcohol and tobacco industries. This level of GR-managers professionalism plays a key role in implementing companys longterm plans and strategies, says Gulmira Shakuova, a Senior Consultant with Antal Kazakhstan. In some cases, top-managers are ready to take on the GR-function due several reasons: a lack of competent professionals in the market, coupled with senior managements reluctance to leave such a strategic role to a hired employee. Public relations as a separate function is particularly developed in companies focused on a wide consumer market. Basically these are pharmaceutical companies, retail, consulting and FMCG firms. The main requirements for PRspecialists are core education (in marketing or journalism), and well-developed connections with the media, publications portfolio, and preferably fluent English. Local companies show a high demand for multi-professionals. Kazakh employers are looking for people who can perform all the basic functions (there is the concept of a "one man band"). In multinational companies there is a separation into three main areas - brand marketing, trade marketing, and everything that relates to corporate communications. Consequently a separate professional is hired for each direction. Companies rarely seem willing to outbid marketing professionals by paying more attractive salaries. However, they compensate for this by offering interesting bonus scheme tied to set objectives. Employers are more likely to motivate employees

with the prospects of growth and professional development, though companies have become more thorough when assessing candidates motivation. Often companies prefer a candidate whose lack of experience is compensated by their "glowing eyes", rather than a professional who do not have to be taught, but is constantly motivated by money.

Top Demanded Professionals: Marketing Managers Brand Managers Trade Managers

Marketing Director Marketing Manager Group Brand Manager (GBM) Senior Brand Manager Junior Brand Manager Trade Marketing Manager PR Manager

6,000 4,500 3,500 3,000 2,000 3,000 2,500

10,000 6,500 5,500 5,000 4,000 4,500 3,500

Data according to Antal Kazakhstan (part of FiveTen Group). Gross monthly basic salary (USD). Only average min and max are mentioned. Salaries may vary depending on a companys size, origin, sector, employees qualification and responsibilities