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Inflated Job Titles, Deflated Salaries: A Growing Problem in Marketing Recruitment
It’s official: we’ve entered the era of inflated job titles paired with deflated salaries – and it’s creating frustration, confusion, and mistrust in the marketing job market.
At New Chapter Talent, we’ve been hearing the same story over and over again from CMOs, Heads of Marketing, and Senior Managers:
- A role looks senior on paper.
- The scope and responsibilities are extensive.
- But when it comes to the salary package? It falls well below market.
The Numbers Don’t Stack Up
We’re seeing worrying trends in the market:
- GM / CMO roles pitched at $180K Base + Super – well below what’s reasonable for that level of leadership.
- Head of Marketing roles advertised at $120–140K Base + Super (sometimes even as low as $90K – alarming!).
- Senior Strategy positions under $100K, despite requiring responsibilities that span strategy, execution, and delivery.
When the title, scope, and expectations are senior, the salary needs to reflect that. Otherwise, you risk alienating the very talent you’re trying to attract.
Why This Matters
Misaligned roles don’t just hurt candidates – they damage the hiring organisation too. Here’s why:
- Short-term hires: Strong titles with weak pay often attract candidates looking for a stepping stone rather than a long-term move.
- Exhausted employees: Asking one person to wear every hat – from strategy to template design – at a mid-level salary is unsustainable.
- Brand credibility: Candidates talk. Advertising senior-level roles with junior-level salaries creates a reputation that’s hard to shake.
- Wasted time: Senior marketers won’t apply, while those who do will quickly discover the mismatch and walk away.
The “Smoke & Mirrors” Effect
Several marketers have described the trend as “smoke and mirrors.” On the surface, the job looks like a big opportunity. But when you dig deeper, it becomes clear the organisation either doesn’t understand – or doesn’t value – what experienced marketers actually bring.
Sometimes, employers see inflated titles as a shortcut to attract a bigger talent pool:
“We can’t pay for senior talent, but we’ll give the title instead as an incentive.”
For ambitious marketers looking to step up, this might appeal in the short term. But for those already operating at that level, it’s frustrating, and often a waste of time.
What Salaries Should Look Like
To bring some transparency to the discussion, here are realistic salary bandings for senior marketing roles in Melbourne and Sydney (2025 benchmarks):
- Chief Marketing Officer (CMO) / General Manager Marketing
$250K – $350K Base + Super (depending on business size, sector, and scope) - Head of Marketing
$160K – $220K Base + Super (with higher ranges in competitive industries like tech, finance, or FMCG) - Senior Marketing Manager / Marketing Manager
$120K – $160K Base + Super (with some roles stretching higher if leadership/team management is included)
These ranges reflect both the scope of responsibility and the market’s expectation of senior marketing talent. Anything significantly below this should raise red flags for candidates – and prompt employers to reconsider their positioning.
Where Do We Go From Here?
The solution isn’t simple, but a few things need to happen:
- Market alignment – Salary bandings should reflect the true responsibilities of the role.
- Role clarity – Employers need to define scope honestly. Is this a leadership role, or a hybrid execution role? Be clear upfront.
- Standardisation – More transparency and consistency in job titles would help candidates (and employers) navigate the market.
- Value recognition – Experienced marketers deliver real commercial impact. Salaries should reflect that.
Final Word
Calling out this issue matters. Without change, organisations risk losing top talent, damaging their employer brand, and creating teams that are overworked and underpaid.
At New Chapter Talent, we’ll keep highlighting these mismatches – and championing fair, transparent recruitment practices. Because when salary, scope, and title are aligned, everyone wins: candidates, employers, and the marketing industry as a whole.
Contact Lucy
Ready to start your next chapter?
Looking for a new role? Explore our current marketing jobs
Hiring top marketing talent? Get in touch
✉️ lucy@newchaptertalent.com.au
📞 +61 416 153 144
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Or connect with me ~ Lucy on LinkedIn ~ as I'll share all the insights on recruitment you could ask for! For more updates, career tips, and job opportunities, follow New Chapter Talent on LinkedIn.
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