FMCG market update

The following aims to provide an insight specifically into marketing recruitment across FMCG year to date.

Big business restructures

A number of marketing departments in bigger FMCG businesses have been restructuring in the first half of 2013. We have seen companies undergo large changes over the past few months which have been attributed to reorganisation and relocation. Some companies continue to experience natural movement, which has left hiring managers with structural gaps. This has led to uplift in the hiring of temporary staff as a short-term solution to offset the internal pressure created when roles are vacant. There seems to be more movement at junior to middle management level and this is where we have seen volume in roles being recruited. With teams being streamlined, employers are looking for top marketing talent at a lower level to deliver on their marketing objectives or, alternatively, turning to consultants for short-term project delivery.

Candidate quality

In an environment of change and uncertainty candidates become reluctant to move, which has made finding high calibre marketing professionals a challenge, as the ‘actively looking’ candidate pool becomes smaller.
Employers are focusing on making better, long-term hires and the need for advertising and networking to identify and attract ‘passive browsers’ has become more evident. Those companies that secured the market’s best had engaged well with recruitment partners, made confident statements in the relevant media and recognised the need for flexibility, pace and strong offers.
Brand and category have been the areas of most demand, making it particularly competitive for employers. Candidates from blue-chip companies continue to be highly sought after, especially as we have seen a real breakthrough of FMCG SMEs coming into the market looking for robust commercial skill sets to creatively cut through and get the most from retailers.
The table below shows the breakdown of roles recruited in H1.
Role Volume
Assistant Brand Manager 11%
Brand Manager 23%
Senior Brand Manager/Marketing Manager 25%
Marketing Director 4%
Category Manager 18%
Trade/Shopper 12%
Insights 7%

The world of temporary recruitment

Contracting has increasingly been seen by businesses as a cost effective and flexible alternative to permanent and outsourcing options.
  • Fixed term contracts – salaried employees for longer term projects
  • Day rate contracts – day rate consultants for flexible projects, ad hoc work and providing interim cover whilst a permanent recruitment process is undertaken 
This table shows typical conversions between permanent salaries and day rate positions. Please note that the more sought after positions command a higher daily rate.
Role Salary Daily Rate
Head of Marketing £70-100k+ £350-650
Marketing Manager £50-70k £250-400
Category Manager £45-65k £200-450
Trade Marketing Manager £35-50k £150-250
Insights Manager £45-70k £200-400
BM/SBM £35-55k £150-350
ABM £25-35k £110-150
Digital/Ecommerce Specialists N/A £350-500
For the full list of marketing salaries, across all sectors, view the Michael Page Marketing 2013 salary survey.
To speak to someone about your FMCG marketing recruitment process, please get in touch with the team:


Libby Kidd
T: 020 7269 6206

Northern Home Counties

Elizabeth Woodforde
T: 01727 730 155

Southern Home Counties

Adam Cole
T: 01932 264224