The Cooper Fitch Salary Guide for Sales & Marketing represents the predicted market-rate salary ranges for new recruits across the Kingdom of Saudi Arabia for 2020.
Saudi Arabia’s diversifying economy is helping to buoy the sales and marketing sector, with a robust 5% increase in average salaries in 2019, and the expectation of a further 5% increase in market salary ranges in 2020.
Development of the private sector through Vision 2030 initiatives including construction, commerce and tourism schemes underway in the kingdom, such as Neom, the Riyadh Metro and the G20 global summit in November have created plenty of employment opportunities for Saudi nationals and expats. As a result, the overall number of hires is expected to rise by 8-10% in 2020, our experts say.
The sales and marketing roles analysed for his report 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.
Organisations report that it is much easier to attract expats to work in Saudi Arabia now compared to in previous years, as the economy is buoyant and adjustments are being made to modernise Saudi society.
The biggest challenge confronting firms is sourcing quality candidates with realistic salary expectations. Businesses are increasingly merging several jobs into one, while there is high demand for Saudi national talent to meet the requirements of Saudisation is creating fierce competition for talent. Saudi nationals often opt for public sector roles that offer more money, particularly state-led ‘gigaprojects’ such as Neom, forcing the private sector to work harder to retain talented employees.
Employee retention is, therefore, a critical issue in this sector and will continue to be so in 2020. Firms are aware of the high cost of rapid employee turnover and need to invest in supporting and training employees and devising other schemes to cement their commitment to the role.
Most job seekers in this field are looking for career progression and salary growth. The most in-demand roles include those in media, advertising and communications. In Saudi Arabia, as with most global markets, technology is disrupting traditional employment trends due to the rate of production and speed at which business occurs. Knowledge and expertise working with emerging technologies or using cutting-edge sales and marketing systems is therefore highly desirable to businesses.
Overall in 2020, Riyadh will continue to be the busiest part of the kingdom for sales and marketing recruitment activity as it is the epicentre of most state-backed projects, followed by Jeddah for marketing and communication roles. Meanwhile, the industrial region of Al Jubail, where most of the oil and gas and manufactuing firms are based, is a hotspot for technical sales roles. The GCC is expected to be the top source market for sales candidates in 2020, followed by Asia and Europe, our experts say.
Download the full Sales & Marketing Salary Guide 2020 here
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