Wendy Weber President.

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2 When Crandall Associates, Inc. opened our doors back in 1973, we were the first executive search firm devoted exclusively to the field of direct marketing. We recognized that direct marketing is a discipline, requiring sophisticated training, knowledge and professional commitment. Over the years, we have worked with clients both large and small, in direct marketing disciplines including but not limited to advertising, consumer and business-to-business catalogs, consumer products, business products, and internet companies, nationally. As online marketing has emerged as a major channel for direct marketers, we have been asked to conduct an increasing number of search assignments for talent in ecommerce, web marketing, marketing, and all facets of interactive marketing. The salaries in this guide have been determined through discussions with employers, from presidents to human resources professionals, nationally, in companies varying in geographic locale, sales and number of employees, as well as personal interviews with our contacts in online marketing at all salary levels. I welcome your thoughts, comments, or suggestions for future editions. Wendy Weber President 2

3 INDEX VP of Ecommerce.. 4 Director of Ecommerce. 4 Director of Internet Marketing.. 5 Internet Marketing Manager. 5 Marketing Manager 6 Ecommerce Manager 6 Web Developer.. 7 Web Marketing Manager.. 7 Website Operations Manager.. 8 Merchandise Manager.. 8 Affiliate Manager, Online Marketing 9 Digital Media Buyer 9 Digital Media Planner 10 Internet Creative Director.. 10 Interactive Art Director Interactive Designer 11 Interactive Copywriter. 12 Search Engine Optimization Specialist 12 Web Analytics Manager. 13 Search Engine Marketing Analyst 13 Natural Search Analyst.. 14 Regional Variations 15 3

4 VP Ecommerce Lead the ecommerce marketing strategy to drive revenue, increase sales, and enhance brand. Develop and implement policies and procedures that support timely and accurate delivery of appropriate content Implement procedures to ensure that content remains current Oversee relationships with vendors, affiliates, and other companies that buy online leads and/or traffic Oversee the design of websites that are optimized to create the highest revenue per visit In depth knowledge of web technologies and web analytics Low $113,700 Average $155,900 High $203,400 Director of Ecommerce Responsible for all aspects of internet presence, including design, content management, and technical operations. Interact cross functionally with various internal departments to best align product offering with e-retail strategy Drive continuous sales growth through the online channel Oversee the ongoing development and implementation of effective strategies including media mix, bidding, keyword optimization, and landing page optimization Use advanced analytical thinking and tools to guide the development of the search engine marketing campaigns Know how to monetize website visits Low $99,900 Average $125,900 High $167,500 4

5 Director of Internet Marketing Responsible for the overall marketing strategy and implementation of targeted and relevant internet communications with customers. Develop and execute the strategic e-business marketing plan Knowledge of Permission Marketing strategies, including e- newsletters (and continual contact, with a vision for the overall ecommerce strategy) Drive and direct electronic events and keyword buys Identify and secure co-marketing programs, partnerships and affiliations that add value to existing customers, acquire new customers and build community Low $84,100 Average $101,200 High $125,800 Internet Marketing Manager Drive sales and customer retention through online marketing channels. Access and utilize all relevant research and sales support tools in order to stay current in the online marketplace Recommend product, content and marketing programs to support company marketing plans Monitor and report on online sales and traffic results for the website Build infrastructures and processes for enabling and executing web contacts Low $64,200 Average $79,700 High $88,900 5

6 Marketing Manager Drives and executes marketing communications for both acquisition and retention efforts. Create s that will engage customers, get read, and be acted upon Select target audiences and pair the right offer to the right target Lead the development of creative content Select software and know how to utilize to greatest advantage Analyze post effort metrics and return on investment Facilitate data last pull and scrubbing Low $61,100 Average $73,800 High $88,300 Ecommerce Manager Plans, executes and measures ecommerce marketing initiatives. Create and implement marketing programs Competent in search engine marketing and search engine optimization Develop affiliate marketing programs Able to maximize site usability Proficiency in online advertising and website marketing Low $62,900 Average $80,200 High $90,800 6

7 Web Developer Develop websites that are visually attractive and user friendly. Requires skills in html Define and implement site structure and information architecture. Ensure quality of site and enhance functionality. Excellent grasp of asp.net, vb.net and sql server Write clean, quality code Create cross-browser/platform compatibility and visual appeal Low $72,500 Average $85,400 High $125,100 Web Marketing Manager Attract the highest volume of qualified consumer traffic, drive effective promotion of the site, and ensure that the website is aligned with off-line efforts to deliver a cohesive brand experience. Responsible for growth of page impressions, unique users, web subscribers and registered users Study the analysis of site traffic and user surveys Responsible for the overall look and feel of the website Ensure consistency with the company s brand image Work closely with technology vendors and partners to ensure advertising is delivered effectively and efficiently Low $66,900 Average $80,300 High $89,900 7

8 Website Manager Oversee and manage all activity related to the content, operation and general administration of the website, including content and links. Develop and maintain schedules, providing final approval of validation and links Training and development of new technology Oversee the correctness and viability of website(s) Facilitate communication with the Internet Operations department, to assure that the database administrator and the programming staff are aware of any initiatives, changes or issues that impact their work Track, compile, report and analyze all web statistics in a timely manner, communicating useful trends and observations to management Monitor site traffic, virtual economy, event statistics and other metrics, preparing reports on a weekly, monthly and quarterly basis Low $65,500 Average $73,600 High $86,300 Online Merchandise Manager Responsible for the merchandising of products on the website. Manage online merchants Develop short and long term promotional campaigns Analyze and adjust merchandising strategies based on seasonality and site performance Monitor projects including product reviews, search optimization, FAQ s and product attributes Develop key metrics to improve and enhance the customer shopping experience Low $50,100 Average $63,700 High $72,300 8

9 Affiliate Manager, Online Marketing Manage the day-to-day activities of the affiliate and partnership programs. Develop affiliate and joint partner relationships Monitor affiliate activity, analyze performance, and recommend ways to increase affiliate-generated revenues Initiate new campaign ideas, incentives and bonus offers Develop and deploy marketing creative and affiliate communications such as enewsletters and blog posts Low $50,600 Average $66,500 High $80,000 Digital Media Buyer Evaluate, develop and execute a variety of online media campaigns. Evaluate, negotiate and purchase online media opportunities Develop campaign analyses Conduct marketing analytics for campaigns Establish, develop and maintain media/vendor contacts Execute ROI focused campaigns based on cost per lead and cost per acquisition Low $55,900 Average $76,400 High $81,500 9

10 Digital Media Planner Plays a central role in utilizing a multi media approach that includes banners, partnerships, and search marketing. Develop online media objectives and strategies Develop buying strategies for maximizing media dollars Oversee Media negotiations Maintain media budgets Negotiate partnership contracts with media publishers Keep up with the latest trends in interactive media Low $47,900 Average $64,500 High $71,700 Interactive Creative Director Inspire, motivate and direct the overall creative look and feel by creating a user centered approach. Bridge the gap between design and development to create visually appealing and technically proficient websites Maintain brand consistency through the company s business channels to create strong multi channel campaigns and an integrated marketing approach Deep experience and practical expertise in both product user interface and website design programs Develop creative briefs, website prototypes, design concepts, site copy and production guidelines Deliver creative outcome on time and within budget Low $95,100 Average $100,300 High $150,400 10

11 Interactive Art Director Create website and online promotions that are visually attractive as well as technically functional. Fluent in web and digital design Well versed in emerging trends, techniques and usability standards Masterful use of html, photoshop, illustrator, dreamweaver Low $51,200 Average $63,500 High $80,700 Interactive Designer Requires a creative flair the graphic presentation of products online. Plan and develop websites Test, edit and maintain all changes to sites Create and maintain documentation Apply web production skills Strong sense of clean design Proficient in html, photoshop, flash and illustrator Low $42,000 Average $58,300 High $71,500 11

12 Interactive Copywriter Copywriting for websites and emarketing initiatives is different than traditional direct response copywriting. Ability to write keyword rich copy Ability to improve website ranking Knowledge of major search engine algorithms Original content that is optimized for both user experience and high ranking in search engine results Entice readers to stay longer, and order more frequently Low $52,900 Average $72,400 High $89,500 Search Engine Optimization Specialist Responsible for getting websites ranked in top positions on all major search engines utilizing relevant and popular keywords. Utilize accepted techniques, standards and trends in website promotion and search engine optimization Develop and maintain keyword phrases that have a high amount of search traffic Conduct site analysis to ensure the site is user friendly and optimized Review text writing to maximize search engine ranking Low $59,100 Average $75,000 High $87,300 12

13 Web Analytics Manager Web analytics is the process of collecting data about the accessing your wesite (visitors)--how they found you, when they visited, what pages they looked at, what they bought or downloaded. Responsible for analyzing key performance metrics and competitive trending Create forecast, operational and statistical tools and models Work with a wide range of statistical modeling methodologies and build statistical models for behavioral predictions Direct query and analyze the database and logs to produce daily, weekly, monthly reports Low $70,000 Average $78,200 High $91,500 Search Engine Marketing Analyst Creates and manages search engine marketing programs. Define and develop business strategies Maintain clear communications with search engines Create short and long term plans based on metrics Analyze major competitors to identify opportunities Research and analyze keywords relevant to website Conduct landing page to keyword analysis Monitor trends in the search engine industry Monitor campaigns and media budgets Analyze campaign ROI Low $48,600 Average $67,800 High $72,400 13

14 Natural Search Analyst Contribute to natural search growth strategies, and develop specific tactical recommendations to capitalize on natural search opportunities. Manage and communicate program performance Develop specific tactical recommendations to capitalize on natural search opportunities Power natural search optimization engagements, playing a central role in optimizing sites Experience writing professional or technical documentation Ability to diagnose common SEO issues (redirects, URLs, keywords, links) Working knowledge of basic HTML Low $47,300 Average $66,900 High $72,800 14

15 Regional Variations The following percentages represent regional differences in base salaries found in Online and Interactive Marketing positions and are not cost of living variances alone. For cities with populations over 1,000,000 add 5% to base. Some major metropolitan centers of activity in Online Marketing are listed separately, with the necessary additional adjustment. State/Metro/Area.. % Alabama Arizona Arkansas California LA, San Francisco Metro Colorado Connecticut Delaware Florida... 0 Georgia... 0 Idaho Illinois Chicago Indiana Iowa Kansas Kentucky Louisiana Maine... 0 Maryland Massachusetts BostonMetro Michigan... 0 Minnesota... 0 Minneapolis Mississippi Missouri Montana Nebraska Nevada... 0 State/Metro/Area % Nebraska Nevada... 0 New Hampshire... 0 New Jersey New Mexico New York New York Metro North Carolina North Dakota Ohio Oklahoma Oregon Pennsylvania Philadelphia Metro Rhode Island... 0 South Carolina South Dakota Tennessee Texas... 0 Dallas Utah... 0 Vermont... 0 Virginia Washington State Washington, D.C West Virginia... 0 Wisconsin Wyoming

16 Copyright & Advisory This Salary Guide is published by Crandall Associates, Inc. for the general information of Online and Interactive Marketing professionals. This report is copyrighted. Reproduction in any manner, directly or indirectly, in whole or in part, without the written consent of the publisher is prohibited. Although every effort has been made in the representation of the enclosed information, readers must consider that the figures are intended as a guideline and should not be used alone in the final determination of corporate wage scales since salaries and duties in each function vary considerably from company to company based on many factors, tangible and intangible. 16

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