If you are considering a career as a Head of Marketing or looking to hire a candidate for this role, this comprehensive guide will provide you with the essential information you need.
We cover everything from the key responsibilities of a Head of Marketing, the required skills, salary expectations and what employers are looking for today.
If you’re an employer looking to recruit a Head of Marketing or Head of Digital Marketing position, please see our marketing recruitment page.
Other Head of Marketing roles we recruit for
What is a Head of Marketing?
A Head of Marketing is a senior executive responsible for overseeing the marketing activities of a company. This role is critical to the success of any organisation, as marketing is essential in generating revenue and creating brand awareness. A Head of Marketing must have a thorough understanding of marketing strategies, as well as a deep understanding of the company’s industry, products, and target audience.
The responsibilities of a Head of Marketing are extensive and vary depending on the size and complexity of the organisation. Typically, the role includes developing and executing marketing strategies, analysing market trends and consumer behaviour, managing budgets, overseeing advertising and promotional campaigns, and collaborating with other departments such as sales, product development, and customer service.
Discover how and when to hire a Head of Marketing.
Head of Marketing responsibilities
To be successful in this role, a Head of Marketing must be skilled in managing budgets and allocating resources effectively. This requires a deep understanding of marketing metrics and analytics, as well as the ability to track and measure the effectiveness of marketing campaigns. A Head of Marketing must also be able to analyse market trends and consumer behaviour to identify emerging opportunities and potential threats to the marketing strategy.
A Head of Marketing will work with creative teams to develop effective messaging and branding strategies that resonate with the target audience. They must also be skilled in managing media relationships, negotiating contracts with advertising agencies, and ensuring that all marketing materials meet regulatory standards and guidelines.
Collaboration is also a crucial skill for a Head of Marketing, as they must work closely with other departments to ensure that the marketing strategy aligns with the overall business strategy. This could involve working closely with sales teams to understand their needs and develop effective sales enablement materials, or product development teams to identify new product opportunities and ensure that the marketing strategy aligns with the product roadmap.
Read our guide to 20 best Head of Marketing metrics you should track.
Head of Marketing salary
In today’s market, a Head of Marketing salary of £80,000 to £110,000 would be expected.
One of the main factors that may contribute to a higher Head of Marketing salary is the size and complexity of the business. Large companies with a significant market presence and a wide range of products or services may require a more extensive marketing strategy, which would require a more experienced and skilled Head of Marketing. Similarly, companies with a global presence or multiple brands may require a Head of Marketing with international marketing experience, which can command a higher salary.
In addition to experience and expertise, the competitive landscape in the industry may also impact the salary offered. If the company operates in a highly competitive industry or is facing increased competition from new market entrants, it may need to invest more in its marketing strategy to maintain or gain market share.
View our marketing salary guide for comparisons with other Marketing roles.
Head of Marketing salary London
Head of Marketing salaries in London are notably 22% higher than the national average for this position, which can be attributed to several factors.
Firstly, London serves as a major global business hub, attracting multinational corporations and leading companies across diverse industries. The heightened competition in this thriving market drives up the demand for skilled marketing leaders who can devise innovative strategies to stay ahead of the curve. Secondly, the sheer scale and complexity of businesses in London often require Head of Marketing candidates with extensive experience and expertise, leading to higher salary offerings to secure top talent. Additionally, the city’s cost of living plays a role in influencing higher salaries to ensure professionals can maintain a comfortable lifestyle whilst living in the Capital.
Based on our data on Head of Marketing salaries in London, compensation packages vary depending on experience and relevant skills. For a new Head of Marketing with little previous experience but showcasing the requisite skills, the starting salary is approximately £80,000. For candidates with 3-5 years of experience in a similar role and a track record of delivering impactful results, the median salary is around £95,000. As marketing leaders gain extensive experience, especially from direct competitors within the same industry or sector, the highest salary bracket reaches approximately £110,000. This premium salary is offered to those who have mastered the relevant skills and possess the acumen to drive substantial value and growth for the company.
Head of Marketing job description
A typical Head of Marketing or Head of Digital Marketing job description will read something like the below:
A Head of Marketing is needed by a tech for good start-up who are on a fast growth trajectory and are looking to take their marketing strategy to the next phase.
The client we are working with has managed to quadruple its customer base since the start of the pandemic and the Head of Marketing will join a passionate team to continue their mission to help the social care sector.
The Head of Marketing will work alongside the CEO and CTO to:
- Define and deliver the company’s marketing strategy
- Assess the performance of different marketing channels and campaigns
- Analyse customer acquisition costs carefully and allocate resources to the best performing areas
- Manage a small team and external agencies
- Have a strong eye for storytelling and content ensuring the company dominates SEO
To be successful in this role, the Head of Marketing must have:
- 5+ years in a digital marketing role, ideally in a start-up environment
- A background in B2B SaaS or a subscription-based business
- Experience managing and hiring a team.
- Experience managing a healthy marketing budget
- A strong knowledge of core digital marketing channels including paid media, referrals. SEO and CRM.
This is a fantastic opportunity for a Head of Marketing to have an impact on a business that has already improved the lives of hundreds of thousands of patients.
What are employers looking for?
The Head of Marketing role is often a transition from managing an aspect of marketing, to managing a multi-functional team of specialists. Depending on the size of the organisation, a generalist approach to marketing is often best at this level, able to make best practise decisions and support team members by giving them strategic direction and the tools to be effective at their job without hand holding.
Leadership skills are also critical for a Head of Marketing candidate. Employers are looking for candidates who can provide direction and guidance to the marketing team, set goals and objectives, and motivate team members to achieve their best work. The Head of Marketing must also be able to collaborate effectively with other departments and stakeholders, such as sales, product development, and customer service, to ensure that the marketing strategy aligns with the overall business strategy.
Strategic thinking is another key attribute that employers look for. The ideal candidate should be able to identify emerging trends and opportunities, develop creative marketing solutions, and anticipate potential threats to the marketing strategy. This requires a deep understanding of the industry and the competitive landscape, as well as the ability to analyse and interpret data to make informed decisions.
Employers are looking for candidates who can drive revenue growth and demonstrate a proven track record of success. They should be able to develop marketing campaigns that drive leads and conversions, increase customer engagement and retention, and ultimately, increase revenue. A strong candidate should be able to provide examples of successful marketing campaigns and demonstrate their impact on revenue growth.
What Head of Marketing skills are in demand?
Digital marketing expertise
With the rise of digital channels and the growing importance of online engagement, companies are looking for candidates who have a deep understanding of digital marketing strategies, including social media marketing, email marketing, search engine optimization (SEO), and pay-per-click (PPC) advertising. The ideal candidate should also be able to develop and execute effective digital marketing campaigns that engage customers and drive revenue growth.
Data analysis
One of the most critical skills that is increasingly in demand for a Head of Marketing role is digital marketing expertise. With the rise of digital channels and the growing importance of online engagement, companies are looking for candidates who have a deep understanding of digital marketing strategies, including social media marketing, email marketing, search engine optimization (SEO), and pay-per-click (PPC) advertising. The ideal candidate should also be able to develop and execute effective digital marketing campaigns that engage customers and drive revenue growth.
Emerging technology
The ability to leverage emerging technologies is becoming increasingly important. Companies are looking for candidates who can stay abreast of the latest marketing technologies, including artificial intelligence (AI), machine learning, and virtual and augmented reality. The ideal candidate should be able to develop marketing strategies that leverage these emerging technologies to engage customers and drive revenue growth.
Interview questions
We’ve compiled a list of 95 marketing interview questions, often asked by employers at various interview stages.
Head of Marketing FAQs
- How much does a Head of Digital earn?
- A Head of Digital can earn between £80,000 to £110,000 on average. The salary for a Head of Digital can vary business to business depending on; the size and sector of the business, the businesses growth objectives and its budget for building out the team. The salary can also be strengthened by offering a comphrensive benefits package including pension, healthcare, bonuses, enhanced leave options etc.
- What does a Head of Digital do?
- A Head of Digital is responsible for managing a team of digital executives and managers over a wide variety of digital touchpoints, ensuring consistency and effectiveness at every point of the end-to-end process. The Head of Digital would be in charge of leading digital transformation programmes, setting team objectives and monitoring success of initiatives through key metrics such as revenue and user lifetime values.
- What is a Head of Digital Marketing?
- A Head of Digital Marketing owns and oversees all digital marketing channels within a business including the website, eCommerce activities, digital advertising, digital content, social media and more.
- What is a Head of Marketing salary?
- A Head of Marketing salary is between £80,000 to £110,000. The employee often receives additional benefits within their offer package including pension contributions, health cover, insurances, wellbeing schemes and more.
- What do you look for in a Head of Marketing?
- Often a Head of Marketing candidate will have generalist experience across the whole marketing mix, to lead activities within brand, creative, PR, digital advertising, content, CRM and more. A Head of Marketing must also show leadership and influencing skills, be able to manage several projects at any one time and have an analytical mindset to review and optimise marketing results.
- How do you become a Head of Marketing?
- A Head of Marketing is often promoted from a Senior Marketing Manager position, often a transition from managing an aspect of marketing, to managing a multi-functional team of specialists. To become a Head of Marketing, you’ll need experience across each aspect of marketing, especially digital and possess good management and leadership skills.
- What is the role of a Head of Marketing?
- Depending on the size of the organisation, a generalist approach to marketing is often best at this Head of Marketing level, able to make best practise decisions and support team members by giving them strategic direction and the tools to be effective at their job without hand holding. Head of Marketing recruitment requires candidates to have experience across as many marketing disciplines and technologies as possible, with particular focus on managing budget and performance against KPIs.
- What qualifications do you need to be a Head of Marketing?
- To become a Head of Marketing, no specific qualifications are required, rather it’s the skills and knowledge learnt on the job that have the most impact. However, some candidates at Head of Marketing level possess a university or master’s degree in Marketing.
