Sales & Marketing Market Insights Q1 2017

Published on 18th January 2017

2016 was a challenging year for sales and marketing functions across key industries in Hong Kong. 

Due to uncertainties at the macro level, organisations were being ever more vigilant in their hiring strategies. Job seekers typically faced a longer application and interview process.

In 2016, we saw a trend where job vacancies were often replacements rather than newly created positions. It was also a year where we saw an increase in temporary and contract positions as opposed to permanent positions. This phenomenon was a reflection that businesses still felt uncertain about the short-to-medium term economic outlook for Hong Kong.

Retail faced a challenging year in 2016

Overall the retail sector continued to be sluggish in 2016, especially for luxury brands, watch & jewellery and wine & spirits companies. As retail demand continued to slow down in Hong Kong, many businesses faced a drop in sales and profit margin compared to 2015.

In times of such adversity, we saw companies repositioning their recruitment strategy by bringing in professionals who are experienced in directing and steering businesses out of challenging environments. In this regard, professionals with hands-on experience in business performance turnaround are highly favourable in today's Hong Kong job market.

For other parts of retail such as FMCG and mass retail sectors, hiring activity remained low especially at the mid-management level roles. Despite a challenging 2016 for retail hiring, we saw a continual demand for professionals strong in retail operations due to high staff turnover at the store operations level.

Digital and start-up sales & marketing roles will be in demand

Going into Q1 2017, as e-Commerce matures and the number of online shoppers grows, we expect to see an increased demand for professionals with strong digital marketing and CRM experience. These professionals will find themselves with plenty of career opportunities in the months ahead. We also expect to see a continual demand for talent in financial services organisations, especially in terms of specialist sales functions such as risk and compliance sales roles. 

In recent times, there has been a build up in momentum from start-ups and developing companies. Although Singapore has been positioned as the start-up hub in Asia, we expect this may change based on the trend we observed over the last 12 months in 2016. Many local and international start-ups have chosen Hong Kong as a starting point. With start-ups, the challenge in talent attraction will continue to exist. While there is a diverse talent pool in Hong Kong offering an excellent mix of skills and international experience, the majority of job seekers will still prefer to join established companies with proven track record of success.

Many start-ups offer equity to professionals to remain competitive. For professionals who are keen to join start-ups, we highly recommend that you conduct research and due diligence on these new companies before making the decision to join.

Sales & Marketing
Salary Report for Q1 2017*

Banking & Financial Services

Job title Years of experience Annual salary range (HK$)
Marketing Director  15+  1.4M–2M+
VP, Marketing 12+ 780K1.3M
AVP / Manager Marketing 610 540K720K
Associate / Assistant Marketing Manager 35 240K480K
Head of Corporate Communications / Affairs 15+  1.3M1.8M+
VP, Corporate Communications / Affairs  12+ 720K1.2M
AVP / Manager Corporate Communications / Affairs 610 480K 720K
Associate / Assistant Corporate Communications Manager 35 240K480K
Head of Events 15+ 1.1M1.5M+
VP Events 12+ 660K1M
AVP / Manager Events 610 480K600K
Event Specialist  3 240K420K
VP Media Relations  610 720K1.3M
Head of Market Research / Business Intelligence  15+  1.2M1.7M+
Market Research / Business Intelligence Manager 610 600K900K

Commerce & Industry

Job title Years of experience Annual salary range (HK$)
Media / Entertainment 
Chief Editor 15+ 900K1.3M
Marketing Director  15+  1M1.2M
Director, Sales  15+ 1M1.5M
Director, Distribution  12+  1M1.2M
Associate, Media Sales  10+  720K1M
Associate Director, Distribution  10+  720K1M
Manager, Sales  8+  480K720K
Marketing Manager  510 420K720K
Distribution Manager  6 420K650K
Programming Manager 58 300K540K
Executive, Sales 35 300K480K
Marketing Executive 3 240K360K

General Manager  15+  1.5M+
Sales Director  12+  840K1.3M
Sales Manager  8+  540K720K
Key Account Manager  68 390K520K
Assistant Key Account Manager  35 260K360K
Marketing Director  15+  840K1.3M
Marketing Manager  10+  650K910K
Assistant Marketing Manager  6 390K520K
Senior Brand Manager  710  520K780K
Brand Manager  58 360K520K
Assistant Brand Manager  35 300K360K
Category Manager  5 360K 480K
Assistant Category Manager  3 240K360K
Product Manager  5 360K480K
Assistant Product Manager  3 300K360K
Trade Marketing Manager  5 360K520K
Assistant Trade Marketing Manager  35 300K360K

IT / Telecommunications 
Managing Director 15+ 2.5M+
Head of Sales  15+ 1.8M2.2M
Sales/Business Development Director 1015+ 1.3M1.6M
Sales Manager 68+ 540K800K+
Account Manager 35 400K600K
Head of Marketing  15+ 1.2M1.6M
Marketing Director  1015 800K1.2M
Marketing Manager  8+  500K720K
Assistant Marketing Manager  6+  350K500K
Channel Manager 4 500K800K
Product Manager  3 400K600K
Social Media Manager 58 520K650K
Sales Operation Manager   810 325K400K

Professional Services
Marketing Director  15+  1M1.5M
Marketing Manager  68+  480K780K
Corporate Communications Manager 58 480K720K
Business Development Director  15+  1.2M1.6M
Business Development Manager  68+  600K960K
Business Development/Marketing Executive 35 300K600K
PR Manager  68+  480K720K

Industrial & Manufacturing
General Manager 15+ 1.3M1.8M
Sales/Business Development Director 1015 800K1.3M
Business Development Manager  810 650K800K
Sales Manager 68 480K660K
Sales Executive/Sales Engineer 35 240K360K
Marketing/Communications Director  1015 800K1.3M
Product Marketing Manager 810 650K800K
Product Marketing Engineer 35 240K360K
Marketing Manager  68 500K800K
Marketing Executive 35 250K420K

Head of Marketing  15+  1M1.5M
Marketing Manager  10+  650K910K
Assistant Marketing Manager  5 360K480K
Marketing Executive  1 144K240K
Senior Brand Manager  610+ 650K910K
Brand Manager  46 420K540K
PR Manager  5 360K650K
Assistant PR Manager  3 300K364K
Merchandising / Buyer Manager  8+  585K910K
Digital Marketing Director 1015 1M1.5M
Digital Marketing Manager  6+ 480K720K
CRM Director  1015 910K1.5M
CRM Manager  8+  650K910K
Retail Operations Manager 8+ 650K910K
Assistant Retail Operations Manager 68 480K600K
Area Manager 5+ 420K520K
Store Manager  3+ 240K360K

Advertising Agency
Group Managing Director  20+  1.5M2M+
Managing Director  15+  1.2M1.5M
Business Director 12+  960K1.2M
Client Services Director  12+  960K1.2M
Strategic Planning Director  12+  850K1.2M
Group Account Director  10+  720K850K
Account Director  810 480K720K
Account Manager  5+  300K420K

PR Agency
Managing Director  20 1.5M+
Director / Group Account Director 15+  1M1.5M
Account Director  810 550K780K
Account Manager  5+  360K480K

Property & Real Estate
Head of Leasing 15+ 1.2M+
Senior Leasing Manager 1215 800K1.2M
Leasing Manager 810 600K800K
Assistant Leasing Manager 68 420K600K
Senior Leasing Officer 35 300K420K
Head of Marketing/Communications  15+ 1.2M+
Marketing/Communications Director  1215 900K1.1M
Senior Marketing/Communications Manager 1012 720K900K
Marketing/Communications Manager 810 480K720K
Assistant Marketing/Communications Manager 68 360K420K
Senior Marketing/Communications Officer  35 300K360K


*Notes about salary report:

  1. Titles and levels vary from organisation to organisation.
  2. The salary ranges given are only approximate guides. For tailored salary advice, please contact us directly.
  3. 12-month base salaries are assumed.
  4. All other benefits and bonuses are in addition to these figures.
  5. Bonus ranges can vary significantly from company to company and will be influenced by market conditions, business and individual performances. Bonus ranges from 1 month at the low end to 100%+ at the upper.
  6. Holiday entitlements range from 1225 days with senior executives not usually receiving less than 18 days. Less than 15 is very rare and 20 days is becoming the norm.
  7. Healthcare policies are standard.
  8. Pension plans vary with some companies offering greater than the standard contribution. Top up schemes can increase employer contribution levels as much as 1520% of the base salary for senior executives.