Marketing Cloud Salary Guide 2021

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Marketing Cloud salaries are a hot topic. The increasing demand for Salesforce Marketing Cloud skills and the growing Salesforce economy means that these professionals find themselves in a good position, boasting some of the most in-demand expertise, and the hardest to retain skilled professionals for.

How much do Marketing Cloud specialists make? Read on to find out about entry level Marketing Cloud salaries and senior Marketing Cloud salaries, how to improve your salary, and which factors influence your earning potential.

Jump to: How to improve your Marketing Cloud salary

Jump to: Which factors influence Marketing Cloud Salaries?

Read more about roles and responsibilities: What do Marketing Cloud Specialists do?

Salesforce Marketing Cloud Salary Averages

Note: the tables in this section contain a mix of Marketing Cloud specific roles (aligned with the Marketing Cloud certification pathway), and hybrid roles (where generalist marketers have split responsibilities between Marketing Cloud administration and other sub-disciplines).

Read the full salary survey report to find salaries for more job titles, such as Marketing Operations Specialist, Email Marketing Manager etc.

North America

 Entry levelSenior levelContract (p/h)
Average Marketing Automation Consultant salary in the US$89,250$108,950$112.5
Average Marketing Automation Specialist salary in the US$81,600$97,700-
Average Marketing Cloud Consultant salary in Canada*--C$122.5

*Contract Marketing Cloud Consultants and Marketing Cloud Specialists in Canada earn C$112.50 p/h, on average.

Europe

 Entry-levelSenior levelContract (p/d)
Average Marketing Cloud Consultant salary in the UK*£52,500£67,500

£652.50
Average Marketing Cloud Specialist salary in the UK*£42,500£57,500£497
Average Marketing Cloud Consultant salary in Ireland**€53,500€67,500€634.50
Average Marketing Cloud Specialist salary in Ireland**€42.500€54,000€482
Average Marketing Automation Consultant salary in Germany€71,850€90,300-
Average Marketing Cloud Consultant salary in France***€46,650€59,300€725
Average Marketing Cloud Consultant salary in the Netherlands€2,700+€4,500+-
Average Marketing Cloud Specialist salary in the Netherlands€2,700+€4,500+-
Average Marketing Cloud Consultant salary in Belgium€3,190+--
Average Marketing Cloud Specialist salary in Belgium€3,770+--
Average Marketing Cloud Consultant salary in Spain****€33,000€39,500€840
Average Marketing Cloud Specialist salary in Spain****€33,000€43,000€840
Average Marketing Cloud Consultant salary in Italy€32,500€42,500-
Average Marketing Cloud Specialist salary in Italy€34,000€45,500-
Average Marketing Automation Consultant salary in Switzerland110,000 Fr 120,000 Fr-
Average Marketing Automation Solution Architect salary in Switzerland110,000 Fr125,000 Fr-

Asia-Pacific (APAC)

 Entry levelSenior level
Average Marketing Cloud Admin salary in Japan¥3,925,000 ¥4,575,000
Average Marketing Cloud Consultant salary in Japan¥8,350,000¥13,450,000
Average Marketing Cloud Architect salary in Japan¥8,425,000¥12,275,000
Average Marketing Cloud Consultant salary in Australia*AU$107,500AU$122,500
Average Marketing Cloud Developer salary in Australia*AU$110,000AU$130,000
Average Marketing Cloud Architect salary in Australia*AU$133,750AU$151,250
Average Marketing Cloud Admin salary in SingaporeS$64,500S$85,500
Average Marketing Cloud Consultant salary in SingaporeS$81,000S$99,000
Average Marketing Cloud Architect salary in SingaporeS$117,000S$159,000
Average Marketing Cloud Consultant salary in Indian/a₹8,37,200
Average Marketing Automation Specialist salary in Indian/a₹8,63,333

*Contract Marketing Cloud Consultants in Australia earn AU$1100 p/d, on average. Contract Marketing Cloud Developers earn AU$1150 p/d, and contract Marketing Cloud Architects earn AU$1350 p/d.

Data source: the data is from the Mason Frank Career Survey, based on self-reported information from 2,500+ Salesforce professionals, spanning a range of job titles, industries, and geographic locations.

How to Improve Your Marketing Cloud Salary

Tip 1: Learn how to train others effectively

Training other users is a valuable skill to have, especially when it comes to a platform like Marketing Cloud with its countless features and its own quirks. To distill complex technical matters into simpler, relatable language for non-technical users is a talent that’s likely to make you indispensable to your organization.

Conducting effective training could also free up your time from mundane tasks, troubleshooting, and fixing user errors. With some of the burden lifted, you will be able to work on projects that will develop your own expertise.

Training will put you in a good place to become the internal champion for Marketing Cloud, getting others in the team engaged with what Marketing Cloud does for your organization. Management won’t want to lose you, as you are key in making the marketing automation machine a success.

Tip 2: Get/leverage hands-on marketing experience

Hands-on experience with digital marketing is beneficial in ways you may take for granted.

Even if you are not responsible for campaign planning, understanding digital marketing KPIs* and your team’s objectives will mean you can spot ways to optimize campaigns (rather than simply setting up automations/segmentation, then rinse and repeat).

*Digital marketing KPI examples: email marketing, PPC, other marketing conversion metrics.

Come full circle, and get involved in requirements gathering at the start of any campaign/project. Meeting with key stakeholders, and talking their language, showing how you are dedicated to driving the organization forward, is another way to become visible (like with training, you will become indispensable).

Tip 3: Reporting and analytics

Another way you can become visible in your organization, and win friends in the marketing and executive teams, is with a solid understanding of reporting.

Your own organization will have unique reporting needs based on the business unit structure, Salesforce data model, and marketing channels. You need to know all about the dataset that underlies the reports to justify what reports reveal if questioned by others.

There are multiple options available for analytics with Marketing Cloud, and so you need to know which tool to use when. It may be a case of knowing who will use the reports, to keep them accessible to that user/group of users.

Tip 4: Get ahead of the curve

“Should I become a generalist or specialist?” is a common question that many Marketing Cloud professionals ask themselves. In other words, should you pursue broader, cross-platform knowledge (ie. get familiar with multiple builders and studios), or hone in on one part of Marketing Cloud and become the ultimate expert?

So, which is best? Generalists will always be in-demand, able to service the majority of Marketing Cloud accounts (a versatile consultant is valuable to any Salesforce consultancy). Having said that, becoming a specialist can place you in a league of your own, where fewer professionals share your niche skill set. You could earn a higher salary, but you need to take a risk (where you place your bets for your career).

Be tactful by taking market supply vs. demand into consideration – in other words, be in the right place at the right time. You could find this golden window of opportunity by monitoring big acquisitions that Salesforce are making; these are likely to become the ‘go to’ for Salesforce customers looking for a solution in that category. Past and recent examples include:

  • Dataroma
  • Tableau
  • Interaction Studio
  • Commerce Cloud
  • Salesforce CDP
  • Advertising Studio
  • Social Studio

With Marketing Cloud and the rest of the Salesforce platform constantly evolving, your learning is never done. This role, which holds a subject matter expert reputation, requires you to keep up to date on Marketing Cloud releases. Trailhead is a fantastic resource for bite-sized Marketing Cloud learning. Flexible and effective: the badges are informal credentials, less commitment than the energy certifications require. Studying via Trailhead badges can fit around busy project schedules.

Tip 5: Get familiar with Marketing Cloud programming languages

There are no less than 6 (!) programming languages used with Marketing Cloud (AMPScript, HTML and CSS, SSJS and/or JavaScript, SQL (and Query Studio experience) or Guide Template Language). Knowledge of at least one of the 6 will make you a desirable candidate for a Marketing Cloud Consultant role.

Tip 6: Explore other Marketing Cloud roles

On that note – would you give a different Marketing Cloud role a try? As you can see from the salary tables, salaries vary between roles (from low to high admin/specialist, consultant, developer, architect).

What about contracting? Marketing Cloud contractors (also known as freelancers/“independent consultants”, are self-employed (not employees of a Salesforce consultancy) and work for a Salesforce customer organization on a project basis/specified length of time.

While the pay may be higher, the life of a freelance consultant may not be for you. On top of the responsibilities Marketing Cloud Consultants have, you will be responsible for sourcing, scoping, and managing your own projects. These guides will help you find out if it’s a good fit for you:

Becoming a Freelance Salesforce Consultant – The Ultimate Guide – Agency vs. In-House: Which Salesforce Marketing Role Fits Best?

Contract vs. Permanent Roles: Which Is a Good Fit for Your Salesforce Career?

Consultant2Contractor – Introduction to Salesforce Contracting

– Salesforce Freelance Podcast series.

Factors that Influence Marketing Cloud Salaries

One single salary figure can be misleading, without context. While it’s obvious salaries will vary according to job title, certain factors at play can result in differences between one professional’s salary, to the next. We will dive into the following factors in this guide:

  • Experience
  • Certifications
  • Generalists vs. Specialists
  • Location

Experience

As with any profession, the more experience and responsibility you take on, the higher your salary expectations should be.

The Marketing Cloud job landscape is not as clear to understand when there are different roles involved. The additional pressures working on the consultancy side, expected to handle more uncertainty, means that consultants earn more than admins, as one example.

We defined what ‘Marketing Cloud Consultants’ do, compared to ‘Marketing Cloud Admins’, Developers, and Architects. After, we’ll look deeper into what we mean by ‘entry-level’, ‘mid-level’, and ‘senior level for each role’. Read more: “What do Marketing Cloud Specialists do? Marketing Cloud professionals boast some of the most in-demand expertise, and the hardest to retain skilled professionals for. The charts below give you an indication of skills and product expertise that employers would be willing to pay more for, so they can attract your talent, and then not lose you! Source: Salesforce Talent Ecosystem Report, research by 10K Advisors.

Certifications

Salesforce professionals love getting certifications – they are a milestone in your career that prove that you know what you are talking about. Certifications can potentially be used as leverage if you are looking for a more senior position internally, or looking for a job in another company. In the annual Salary Survey, respondents were asked which certifications are likely to increase your worth as a Salesforce professional.

  • 14% believe that holding the Marketing Cloud Consultant is likely to increase your worth (ranked 14th),
  • 8% say Marketing Cloud Administrator does (ranked 20th),
  • Followed closely by Marketing Cloud Email Specialist where 6% of respondents agreed (ranked 23rd).

Are the rankings low? Note that these numbers are taking all Salesforce certifications into account (there are 35+). Compared to how many customers have core Salesforce products (eg. Sales Cloud, Service Cloud), Marketing is used by a small percentage, in comparison. This explains why the uptake of SFMC certifications appears lower. Speaking more generally, the Salary Survey also asked if they experienced an increase in their salary after earning (any) certification:

  • 44% did, reporting an average salary increase of 24%,
  • 56% did not, their salaries remained the same.

A 50/50 chance that your salary could increase the more certifications you earn can’t be ignored, but should be taken with a ‘pinch of salt’ alongside the other factors.

Generalists vs. Specialists

There are plenty of specializations when it comes to Marketing Cloud, and as I covered earlier in the guide (tip #4), place your bets on the right specialization, and you could find yourself in a position where you are highly sought after.

Location

Salary figures are influenced by location, due to the differences in the cost of living between countries – and within countries (the US is a good example of this economic influence).

Converting all the salaries into US$ makes the geographic comparison easier. Senior Marketing Automation Consultants in the US reported an average salary of around $109k. UK-based Marketing Cloud Consultants on average earn $93k, in Spain $46k (!), and in Japan the figure is $124k.

To illustrate this, we created the “Average Marketing Cloud Salaries Around the World” infographic:

Summary

There’s no doubt that Marketing Cloud specialists are deserving of their compensation – they carry out a core function that enables organizations to get more out of their Marketing Cloud investment (which, relative to the market, is a premium platform, at a high price point). This guide has brought context to what your salary should be (or could be) with information to back up that figure, so that you can be armed with ammo when asking for a raise, or applying for a new role.

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