The Cooper Fitch Salary Guide for Sales & Marketing represents the predicted market-rate salary ranges for new recruits across the UAE for 2020.
Companies adopted a cautious approach to hiring sales and marketing professionals in 2019, often extending recruitment processes to bring the right person on board. Market rate salary ranges in this sector were either flat or saw a slight increase as a result, and we expect a marginal increase in 2020 at 1%.
For this report, sales and marketing roles span multiple industries including technical, manufacturing, building materials, oil and gas, marketing and communication, FMCG (mainly food and beverage), retail (consumer goods), and healthcare, including medical devices and pharmaceutical.
In the UAE’s boom years, sales and marketing roles were often considered ‘two-a-penny’, but the market has matured over the decades and companies have realised there are sizeable costs involved if they make the wrong hire, in terms of lack of productivity, loss cost of training and, potentially, the cost of high turnover.
As a result, organisations are increasingly prudent in their hiring strategies, and this trend is expected to continue in 2020. Selection processes are typically lengthier than in the past to ensure candidates can fulfil the requirements of the role, and organisations generally are recruiting for fewer positions in general, placing a heavy emphasis on ensuring the right cultural fit and skillsets. Salaries are likely to remain flat or negative in the year ahead, our experts say.
However, there are indications of a significant uptick in sales and marketing recruitment in the UAE in 2020 The most significant driver is Expo 2020 Dubai, the international mega-event that runs from October to the following April. It is expected to boost the volume of new hires in this sector by around 2.5% year on year, our experts say.
Dubai will continue to be the busiest part of the UAE for sales and marketing recruitment, but activity in Abu Dhabi is set to pick up by the end of 2019 and
into 2020, on the back of government-backed projects to boost the economy. Communications jobs and senior-level sales roles are expected to be among the UAE’s most in-demand sales and marketing roles in 2020.
To attract and retain the best talent, firms should offer clear potential for career growth, as well as job security, competitive packages and more opportunities for training and career development. The latter is perceived by the industry as crucial in boosting staff retention.
One relatively new characteristic of the sales and marketing outlook is a focus on recruiting staff from within the UAE, or those who otherwise have experience of working in the GCC, rather than sourcing candidates from developed markets. This trend is likely to continue in 2020.
Download the full Sales & Marketing Salary Guide 2020 here
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