Salaries in Sales and Marketing in 2024: Latest Trends and Key Changes
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Despite the market slowdown, the sales and marketing sector remains a key area of investment for companies, which directly impacts salaries. Simultaneously, marketing is dynamically evolving, especially in the area of digital roles, which are becoming increasingly specialized and complex. This has led to rising salaries in these segments.
Significant Salary Increases in Sales and Marketing
In the sales and marketing industry, there has been uneven growth in salaries. The most significant difference was noted between 2021 and 2022, when salaries rose sharply after a previous decline. After this period, salary growth stabilized and then rose significantly again in 2024.
Source: Salary Report Antal
Sales are the foundation of any business, and cost savings in this area are sought after last. The interest of Polish entrepreneurs in foreign markets means that rates for specialists working in these markets are rising. Candidates working abroad often reference local rates in foreign currencies as a benchmark, which still makes a difference compared to salaries in PLN, comments Maryla Aftanasiuk-Lisiecka, Business Unit Director Antal Sales & Marketing.
Demand for Specialists and Their Salaries
Demand for specialists is particularly noticeable in the sales industry. The most sought-after positions in the market are sales management roles, such as sales directors, offering base salaries in the range of PLN 20,000 – 35,000, plus performance-based commissions. The role of export director is also increasingly in demand due to business expansion into new markets, with base salaries ranging from PLN 25,000 to 35,000 gross.
The demand for these roles depends on the industry and the financial condition of the organization—new positions are emerging in growing sectors like e-mobility and renewable energy, while confidential recruitments replace ineffective employees in companies affected by the crisis, adds Maryla Aftanasiuk-Lisiecka, Business Unit Director Antal Sales & Marketing.
In segments such as furniture or lighting, roles related to technical sales are highly sought after, where base salaries range from PLN 8,000 – 12,000 net (on a B2B contract). In the retail industry, for example in the clothing sector, there is demand for store manager positions, with salaries starting at around PLN 6,000 gross, gradually increasing to PLN 6,500 – 8,000. Technical skills and proficiency in English are key assets for candidates.
Certainly, candidates "from the competition" are the most in-demand on the market. Companies are often willing to pay them more because they bring a wealth of market and product knowledge. On the other hand, to protect their assets, companies use non-compete agreements. The duration of such agreements varies greatly and can range from 6 months to 2 years, comments Paulina Kwiatkowska, Consultant Antal Sales & Marketing.
Salary Trends – Bonus Systems, B2B Contracts, and More
The bonus system plays an increasingly important role in compensation, especially as its structure shifts from turnover-based to margin-based. The optimization of marketing tools and budgets directly impacts bonus and incentive systems, forcing employers to continuously revise these systems to maintain competitiveness in the market.
Employers in Poland are actively working on optimizing tools and channels for acquiring business leads, which influences bonuses and incentives by stimulating higher financial performance, adds Wiktor Janusz, Antal Consultant Sales & Marketing.
It is also worth noting the geographical differences in salary approaches. In Poland, bonus and commission systems are more common than in Western Europe, where employees often receive compensation primarily in the form of base salaries.
There is also a noticeable shift in the approach to collaboration models. B2B contracts in sales and marketing roles have become very popular. At the same time, the hybrid nature of roles is gaining popularity—for example, a sales director not only creates strategies and manages a team but also actively sells, serving as a role model for their team.
The outsourcing model is also becoming more common. Companies are focusing on their core activities and seeking external solutions for other areas. In the long term, this approach brings many benefits, including significant financial savings.
Entrusting sales and marketing management to external entities is a trend that has been gaining popularity for several years. Outsourcing is no longer just about hiring employees—it has become a complex collaboration model between businesses. Through outsourcing, clients not only benefit from specific services but also gain real influence over the development of their business. We know that the market today demands flexibility, agility, and speed in action, which is why our goal for the coming years is to develop and strengthen our position in the outsourcing service in the CEE region. We see that many entrepreneurs recognize the benefits of shifting some tasks to specialized companies, seeing it as an opportunity to unlock personnel potential and optimize parts of the sales and marketing processes, says Maryla Aftanasiuk-Lisiecka, Business Unit Director Antal Sales & Marketing.
We are observing two key trends influencing the recruitment strategy of Polish companies. First, Polish companies are increasingly engaging local specialists to develop business in foreign markets. Second, recruitment processes are becoming more complex and time-consuming. Companies are approaching candidate selection with greater care, using additional assessment tools such as Assessment Centers or case studies, adds Maryla Aftanasiuk-Lisiecka, Business Unit Director Antal Sales & Marketing.
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About the Antal Salary Report
The "Antal Salary Report" for 2024 was prepared based on an analysis of the salaries of 4,952 specialists and managers participating in Antal's recruitment processes during the second half of 2023 and the first half of 2024. These data were verified and supplemented with information from recruitment processes conducted by Antal consultants in 2023, as well as telephone interviews with employers and candidates.
Download the report: Antal Salary Report 2024
About Antal
Antal is a leading company in the CEE region, providing solutions in permanent recruitment, HR consulting, and outsourcing. The foundation of our success lies in the high quality of services offered and the people whose knowledge is the capital gathered during the company's 26 years of operation. We create methods and tools that exceed customer expectations and market standards, while also being a leader in sustainable transformation (ESG) in the industry. Antal's support is very broad—from the implementation of comprehensive permanent recruitment processes, through outsourcing services, including RPO and contracting, to Employer Branding activities, HR Consulting, and comprehensive market research and analysis services.
