Advertising salary guide—how to succeed in B2B marketing

This is part of a recurring series of stories that examine the hottest ad industry jobs and what they’re paying. Ad Age searched ad agency and marketing listings in March for business-to-business marketing jobs in New York across various sites including LinkedIn, ZipRecruiter, Indeed and others. Highlighted below are some of the more senior and interesting roles shops and brands are looking to fill in this area, along with sometimes very broad salary ranges they posted. Note that some of these listings may have been filled or adjusted since they were posted, and Ad Age has not detailed the benefits offered with each role. See all of Ad Age’s 2025 Agency A-List winners here What are B2B marketing jobs in the ad industry? Business-to-business marketing is the process of one business selling another business a product or service. It involves messaging and targeting companies, organizations and government entities versus mass consumer bases. Tony Stanol, president of Global Recruiters of Sarasota, said he’s seeing demand for agencies and brands to hire B2B-focused growth marketing strategists, account-based marketing directors, revenue marketing leads and creative directors. He said creative directors, in particular, are being tasked with making B2B “look sexy.” It’s an area of marketing sometimes seen as boring, since it involves selling professional services in industries such as finance and consulting. Andrew Monu, VP of integrated marketing for LinkedIn Marketing Solutions, said consumer-facing marketing roles and B2B marketing roles differ namely in the length of time it takes to build loyalty and influence purchasing decisions among these different audiences. “Only 5% of B2B buyers are in market to make a purchase at any given time, [so] building and maintaining relationships with the 95% is critical,” Monu said. “The reality is that B2B sales cycles are lengthy and not as simple as buying a new toothbrush. You have to reach decision makers and influence those around them to see you as the best choice, and that needs to happen over months, not minutes.” Also read: How Gen Zers can stay employed and grow at ad agencies Why are B2B marketing jobs in demand? Stanol said agencies and brands have only just recently realized how fast-growing B2B marketing is—these advertisers are increasingly bolstering their efforts and need agency partners to do that. Agencies are also opening new B2B marketing-focused services in response to increasing demand. At year’s Cannes, for example, WPP announced last year a new B2B solution backed by IBM’s AI and data platform WatsonX aimed at helping B2B marketers better identify new clients and engage existing ones. “Most agencies and brands are just now waking up to the fact that B2B isn’t the boring stepchild of marketing; it’s the profit center,” Stanol said. “While [business-to-consumer marketing] chases trends and burns cash on influencer campaigns that don’t [necesssarily] convert, B2B is where the real money moves. Deals worth millions hinge on how well a company markets itself.” Ad Age’s search for this story found many brand-side marketing jobs open in the B2B space, but only one agency-side opening. That’s in line with recent research suggesting brand marketing jobs are outpacing agency roles as economic woes prompt marketers to bring more control of their operations in-house. That said, B2B marketers have traditionally controlled more of their marketing in-house than consumer-facing brands, according to Andrea Ruskin, partner and co-founder of Blum Consulting Partners, which supports brand marketers’ in-house operations. Ruskin said that’s because B2B marketers requires more expertise of the services they are selling than B2C marketing. “It is different than general marketing,” she said. “You’re communicating to knowledgable professional buyers, which is very different than a consumer market.” Still, opportunities seem to be abundant on the brand marketing side. A recent LinkedIn “Skills on the Rise 2025” list included B2B markerting strategy among several areas in which brands are investing to stay ahead in the year. LinkedIn data also showed a 21% increase in global B2B marketing job posts in the past year as of fall 2024, due to companies embracing B2B influencer marketing and video content and driving demand for specialized marketing roles. Ad Age Salary Guide The hottest ad industry jobs and what they’re paying Read more here What skills are required for these roles? Since the B2B space is so specialized it requires professionals with “deep subject market expertise,” Ruskin said. She added that the marketing itself has to be “much more targeted and precise because it has to resonate with a more informed audience.” Stanol called B2C marketing a “sprint” and B2B marketing “a chess match.” “In consumer marketing, you make someone feel something and hope they buy,” Stanol said. “In B2B, you make them think something—over months, across multiple touchpoints, while navigating corporate bureaucracy. You’re not convincing one person; you’re convincing an entire buying committee. If you don’t understand the psychology of a chief financial officer, chief marketing officer and chief technology officer all at once, you’re toast.” Monu said B2B marketers need “a growth mindset” and have to be able to bring together “hard and soft skills” including “cross-functional collaboration” and “stakeholder management.” “With brands hyper-focused on driving revenue and measuring return on investment, the hard skills like performance management, AI literacy and campaign development are baseline,” he added. These marketing experts need to be “part strategist, part psychologist, part data nerd,” according to Stanol. He added that it’s not an easy job to land, nor are these roles for everyone. “The talent pool for strategic, creative B2B marketers is embarrassingly shallow,” he said. “If you can’t track ROI, attribute revenue impact or talk to sales teams without rolling your eyes, this isn’t for you.” Here are a few areas in which agencies and brands are seeking qualified talent for open design jobs: How much do these jobs pay? Because the B2B space requires a high level of expertise, the salaries are often higher than consumer-facing roles, according to Stanol and Ruskin. “Because B2B is finally getting the respect it deserves, salaries are creeping past B2C—especially at the senior levels,” Stanol said. A VP of B2B marketing can make an annual base of $250,000. Mid-level demand generation and account-based marketing executives can earn $120,000 to $180,000 a year. And entry-level professionals “with the right skills” can start at $80,000 to $100,000 a year, according to Stanol. “New York salaries are still inflated—but not by as much as they used to be,” he added. “A rockstar B2B marketer in NYC might command a base salary of $300,000 [a year], but thanks to remote work, someone in Austin, Atlanta or Denver can pull in $250,000 [a year] for the same gig.” The job post with the highest salary range came from the only agency listing Ad Age uncovered in its search: a senior VP of tech and B2B (and a client lead) at Interpublic Group. of Cos. PR agency Golin, which posted a salary range of $150,000 - $260,000 a year. Other marketers including Roku, Mastercard and Amazon posted job openings with six-figure salary ranges. Much depends on the specific role and the company, but below is a glimpse, thanks to a law in New York that went into effect Nov. 1, 2022 requiring companies to include good faith pay ranges for all job listings. Job title: Manager, B2B digital marketing, RokuSalary range: $114,000 - $157,000 a year Streaming company Roku is looking to hire a manager of its B2B digital marketing operations to help develop its digital strategies and oversee campaigns across its owned and earned channels—responsibilities include managing direct marketing, sponsorships and partner marketing initiatives, according to its job post.. “If you’re ready to devise and execute digital strategies that will help advertisers and agencies navigate the massive, generational shift away from traditional linear TV to TV streaming, we want to hear from you,” the job listing read. Skills desired for this role include: At least 10 years of relevant digital marketing experience; “prior experience owning in-house marketing and digital channels; strong communication (written and verbal) skills,” who is able to break down complex ideas into clear strategies; and “deep analytics experience across digital channels and history of optimizing campaigns for business growth.” See the job post here. Job title: Associate director, B2B digital marketing operations, SiriusXM MediaSalary range: $105,000 - $149,000 a year SiriusXM Media—which manages marketers advertising across its digital audio ad platforms—is on the lookout for its first associate director of B2B digital marketing operations. The broadcasting company behind brands such as Pandora and AdsWizz wants to hire someone who will own its B2B marketing strategy, contribute to “cross-functional initiatives” and lead projects, according to its job listing. “This is a first-time role, so you also have the ability to make it your own and set up a structure to help take our organization, and your career, to the next level,” the job post read. Skills desired for this role include: At least eight years of experience “in marketing operations, preferably in the B2B space; 5+ years of people management experience required; Strong proficiency in Marketo and Salesforce; strong analytical and data-driven mindset with the ability to derive actionable insights from performance data.” See the job post here. Job title: B2B marketing strategist, New York LifeSalary range: $58,000 - $95,000 a year New York Life is hiring for a marketing strategist, who will help the insurance company market to small, medium and large businesses. This person will “build and inform marketing strategy and tactics including audience identification, positioning, messaging architecture, portfolio architecture and solutions roadmap development, focusing on SMB, medium and enterprise businesses,” according to the job listing. Skills desired for this role include: At least 10 years of experience “in marketing strategy, business strategy, portfolio management and product positioning; working experience with B2B; financial services and insurance a plus; proven ability to influence without direct reporting relationships, across multiple levels of the organization; strategic, entrepreneurial, analytical thinker with a proven ability to understand and impact business drivers through actionable recommendations.” See the job post here. Job title: Director of content marketing, SMB Paramount AdvertisingSalary range: $110,400 - $138,000 a year Paramount is looking to hire a director of content marketing for its unit dedicated to growing advertising revenue with small and medium-sized businesses. This person will lead a multi-channel content strategy, develop B2B marketing campaigns and manage the relationship between SMB Paramount Advertising and the company’s in-house creative teams “to create high quality and quantity of social assets aligned to the unique tone of each platform,” according to the job listing. Skills desired for this role include: At least 10 years of experience “developing scaled B2B marketing content and messaging strategies and shaping memorable B2B business brands, preferably in product-led growth environments; a portfolio that includes content, distribution strategy and results of previous work; you understand ad channels like Meta, Google Ads, and TikTok well and have a strong POV on how to break through the noise.” See the job post here. Job title: Manager, B2B marketing, sales enablement, MastercardSalary range: $124,000 - $199,000 a year Mastercard is searching for a manager of B2B marketing to lead “sales enablement initiatives.” This person will be responsible for creating sales materials including decks, demos, videos and case studies, as well as leading research projects, thought leadership and content development including on the company’s webpages, according to the job post. It seems the manager will create global marketing strategies across value proposition, content marketing, branding guides and digital marketing, and also support regional B2B marketing teams, per the job listing. Skills desired for this role include: Five to seven years of experience in in B2B and product marketing or product management; “excellent communication and persuasion skills, with a keen ability to effectively communicate strategies; you’re a leader and strategic thinker who understands how to appeal to different personas, with a background that demonstrates successful outcomes within the scope of work you have developed and executed.” See the job post here. Job title: Email marketing manager, North American business marketing, TikTokSalary range: $76,000 - $141,000 a year TikTok is looking to hire an email marketing manager who works specifically on the popular social app’s B2B digital marketing team. The manager will help drive growth among TikTok’s key advertisers “through thoughtful and targeted communications. The candidate will develop, deploy and optimize email campaigns using HubSpot and our internal CRM tools to build stronger relationships with key clients, deliver educational content and promote TikTok for Business advertising solutions,” a job post read. Skills desired for this role include: At least two years of experience “in copywriting and managing marketing campaigns, preferably email; keen understanding of HubSpot; they are proficient in A/B testing, personalization and CRM-based automation; experience in optimizing email content and design to drive increased open rates, click-through rates and conversions.” See the job post here. Job title: Head of email and mobile, Amazon AdsSalary range: $112,800 - $186,500 a year Amazon Ads is looking to hire “a customer-obsessed senior channel manager” to lead what the e-commerce giant said in a job post are its “most important, complex marketing channels: email and mobile.” The person will be responsible for driving usage of its self-service advertising products and helping its ad clients achieve business goals. “In this high-impact, high-visibility role, you will define, test and scale best-in-class customer experiences across email and mobile,” a job post read. Skills desired for this role include: “extensive experience building and optimizing high-performing marketing programs, particularly related to email and mobile channels; you should be able to work both strategically (generating bold and innovative ideas) and tactically (managing martech, analyzing data, removing blockers); top-tier problem-solving abilities, strong communication skills, and a proven track record of delivering results in ambiguous environments are essential for this role.” See the job post here. Job title: Senior VP, tech and B2B catalyst (client leaders), GolinSalary range: $150,000 - $260,000 a year Golin, a PR agency part of the IPG DXTRA network, is looking to hire a senior VP to to help manage one of the agency’s top clients in the wireless and technology sector, according to a job listing, as well as act as a key lead within its tech and B2B practice. “In this role, you will act as one of our primary client senior counselors, an inspirational leader to our account teams and a growth agent to our agency as a whole,” the job post read. Skills desired for this role include: A Bachelor of Arts or Bachelor of Science degree in areas such as business, marketing, market research, PR or social sciences; at least 13 years of experience in the PR or communications field, “with an emphasis on the technology sector, in a client-facing, progressive leadership role; exceptional business savvy and client service skills, with a proven track record of pitching and winning business, overseeing sizeable client activations in the enterprise technology, hardware, telecom, and/or semi-conductor space, and being positioned as trusted subject matter expert and go-to partner to clients and teams.” See the job post here. Job title: Senior manager, B2B and channel marketing, Capital OneSalary range: $186,000 - $212,700 a year Capital One is looking to hire a senior manager of B2B and channel marketing, who will work with sales, product and partner teams to drive revenue with business customers through campaigns and content, according to a job post. “This role is ideal for a results-driven marketing leader with a strong analytical mindset and a passion for building scalable, ROI-driven marketing initiatives,” the listing read. Skills desired for this role include: A Bachelor’s Degree or military experience; at least seven years of experience “in B2B marketing, channel marketing, or demand generation, preferably in SaaS, technology or enterprise solutions; experience with CRM and marketing automation tools (HubSpot, Marketo, Salesforce); experience managing events, webinars and digital campaigns for brand awareness and pipeline growth.” See the job post here. Job title: B2B event and customer success representative, GDS GroupSalary range: $60,000 - $65,000 a year GDS Group, a B2B publishing company that delivers insights and events to senior executives across various industries, is looking for a representative to work with sales and marketing to help align marketing efforts with broader business goals, per a job post. This person will lead conferences and networking events that help business clients “drive brand awareness and attract new business. … Serve as the face of our company, ensuring a strong, professional and positive brand presence at all events,” the listing read. Skills desired for this role include: At least two years of experience in B2B event marketing and working with C-suite executives; “excellent communication and relationship-building skills; a proactive and strategic mindset; ability to travel.” See the job post here. Job title: Director of B2B and B2G (business-to-government) marketing, ViaSalary range: $180,000 - $220,000 a year Via, a tech firm providing software as a service and operational needs to public transportation companies, is looking for a director to “drive global B2B and B2G demand generation strategy and tactics,” per a job post. This person will have to “take ownership over and be accountable for qualified pipeline to meet revenue targets” as well as “understand target audiences, and drive the creation of new campaigns that are relevant to the right stakeholder at the right time, across all stages of a buyer’s journey,” the listing read. Skills desired for this role include: At least seven years of B2B/B2G marketing experience, “and consider yourself a subject matter expert on campaign strategy with proven success in attribution and optimization; can easily navigate your way through demand generation tools, including marketing automation and lead scoring software; a proud data geek: numbers excite you, and you’re comfortable diving head first into complex reports and dashboards.” See the job post here. Job title: Associate manager, B2B retention marketing, DoorDash for BusinessSalary range: $108,000 - $160,000 a year DoorDash for Business is looking to hire an associate manager of B2B retention marketing who will create communications and “lifecycle programs” to drive customers to its DoorDash for Business product suite, according to a job listing. This person will work with various DoorDash for Business teams including product, operations and other marketers “to move key business metrics through the use of CRM channels (email, push notifications, SMS, and in-app messaging),” the listing read. Skills desired for this role include: Four to six years of experience in marketing growth; at least three years of experience “in lifecycle, email, CRM or retention marketing; strong analytical skills; a record of driving business results via cross-channel marketing campaigns.” See the job post here. Job title: Head of marketing, B2B SaaS, AI and travel, Acai TravelSalary range: $95,000 - $150,000 a year Acai Travel, an AI-powered firm supporting travel operations that raised $4 million in seed funding last year, is looking for a head of marketing. This person will own and execute the company’s marketing strategy, aligning “with enterprise sales cycles and revenue goals,” according to a job listing, as well as “define and refine Acai Travel’s brand narrative, messaging and positioning to establish dominance in AI automation for travel.” Skills desired for this role include: At least six years of experience in B2B SaaS marketing and at least three years of experience in a leadership role; “a strategic, hands-on marketing leader with deep experience in enterprise B2B SaaS marketing, sales enablement and executive engagement; tech savvy entrepreneurial do-er superstar, not shy to get hands very dirty.” See the job post here. Job title: Senior manager, B2B marketing, The Leading Hotels of the WorldSalary range: $110,000 - $120,000 a year The Leading Hotels of the World, a marketing firm representing more than 400 luxury hotels in 80-plus countries, is looking to hire a senior manager of B2B marketing to develop and execute campaigns and content to drive strategic “acquisition, engagement and retention” of member hotels, according to a job post. The person will also serve as the marketing business partner to the firm’s member experience team. “This role is pivotal in positioning LHW as the premier partner for independent luxury hotels by delivering compelling communications, innovative platforms, and collaborative strategies that enhance member value,” the listing read. Skills desired for this role include: At least 10 years of marketing experience in “B2B lifecycle marketing preferably in the hospitality or travel industry; BA/BS in marketing, Communications or related field; talent for distilling complex ideas into clear, compelling and engaging narratives that build trust and drive alignment; strong organizational skills to manage multiple projects simultaneously, delivering exceptional results on time and within scope.” See the job post here.

Advertising salary guide—how to succeed in B2B marketing

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