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Create CVIf you’re searching for “Head of Marketing salary,” you’re not just looking for numbers. You’re trying to understand your market value, what companies truly pay, and how compensation decisions are made behind closed doors.
Here’s the reality: Head of Marketing salaries are not standardized. They vary dramatically based on company stage, revenue model, growth pressure, and your ability to directly influence revenue.
This guide breaks down not just salary ranges, but how compensation is actually determined by recruiters, hiring managers, and executive leadership.
At a high level, here’s what you can expect:
Entry-level Head of Marketing (small companies, early stage): €80,000 – €120,000
Mid-level (scale-ups, Series B–D companies): €120,000 – €180,000
Senior Head of Marketing (enterprise or late-stage scale): €180,000 – €250,000+
Total compensation (including bonus + equity): €200,000 – €400,000+
In the US market:
Base salary: $140,000 – $230,000
Bonus: 10% – 40%
Equity: Can exceed $500K over 4 years in high-growth companies
But these numbers alone are misleading without context.
As a recruiter, salary is not tied to your title. It’s tied to your measurable business impact.
Here’s how candidates are evaluated:
Did you own pipeline or just “brand”?
Were you accountable for revenue targets?
Can you prove contribution to ARR growth?
A Head of Marketing tied to revenue can command 30%–60% higher compensation than one focused only on awareness.
Companies pay based on relevance, not years.
Startup experience = lower base, higher equity
Scale-up experience = high demand, strong salaries
This is where most candidates misunderstand compensation.
Base: €80K – €120K
Equity: High (0.5% – 2%)
Bonus: Minimal
Reality: You’re paid less cash because you’re taking risk.
Base: €120K – €180K
Bonus: 10% – 25%
Equity: Moderate
This is the “sweet spot” for most Head of Marketing roles.
Enterprise experience = higher base, lower risk
Hiring managers prioritize candidates who’ve solved the same growth problems they currently face.
Your scope matters:
Managed €500K budget vs €10M budget? Huge difference
Led 3 people vs 30? Different salary bands entirely
More scope = higher risk = higher compensation.
Certain skills command premium salaries:
Performance marketing (paid acquisition)
Demand generation (B2B SaaS especially)
Product-led growth (PLG)
Lifecycle marketing and retention
Brand-heavy marketers without revenue linkage typically earn less.
Base: €180K – €250K+
Bonus: 20% – 40%
Equity: Lower percentage, higher absolute value
These roles require operational maturity, not experimentation.
Location still matters, but less than before.
Highest salaries globally
Strong bonus structures
Equity-heavy packages in tech
€100K – €200K typical range
Lower bonuses than US
Equity less aggressive
Increasing normalization of US-level salaries for top talent
Companies pay for impact, not location
Top candidates are now negotiating globally, not locally.
This is where real differentiation happens.
Not “marketing leaders.”
They say:
Weak Example:
“I led marketing campaigns across channels.”
Good Example:
“I owned €25M pipeline generation and increased SQL conversion rates by 38%.”
If your resume lacks metrics, your salary ceiling drops instantly.
CAC reduction
LTV:CAC improvement
Pipeline growth
Conversion rate optimization
Recruiters scan for numbers in under 10 seconds.
Top candidates:
Influence product decisions
Align marketing with sales
Drive go-to-market strategy
Mid-tier candidates:
Execute campaigns
Report on performance
That distinction directly affects salary.
Let’s be clear: ATS doesn’t decide your salary. It decides if you’re seen.
Your resume must include:
“Demand generation”
“Pipeline growth”
“Revenue marketing”
“Go-to-market strategy”
“Customer acquisition cost”
Without these, you may not even reach human review.
Recruiters look for:
Company names (credibility signal)
Metrics (impact signal)
Role scope (team size, budget)
Career progression
If these are unclear, you’re filtered out regardless of experience.
Hiring managers ask:
Can this person scale revenue?
Have they solved our exact problem before?
Are they strategic or tactical?
Your compensation is tied to how convincingly you answer those questions.
Candidates often describe responsibilities, not impact.
This leads to lower salary anchoring.
Brand is important, but it doesn’t justify high salaries unless tied to revenue.
If you don’t speak in terms of:
Revenue
Pipeline
ROI
You’re perceived as a cost center, not a growth driver.
Top candidates:
Create competing offers
Negotiate equity
Anchor high
Average candidates accept initial offers.
Shift from:
Include:
% growth
€ or $ impact
Funnel improvements
High salaries exist in:
SaaS
Fintech
AI companies
High-growth startups
Not all industries pay equally.
Always negotiate:
Bonus structure
Equity
Signing bonus
Base salary is only one part of compensation.
It comes down to risk and expectations.
Company A:
Needs someone to “manage marketing”
Stable growth
Lower salary
Company B:
Needs someone to build pipeline from scratch
High pressure
High compensation
The higher the business risk, the higher the salary.
Candidate Name: Daniel Verhoeven
Job Title: Head of Marketing
Location: Amsterdam, Netherlands
Professional Summary
Revenue-driven Head of Marketing with 12+ years of experience scaling B2B SaaS companies from €5M to €80M ARR. Proven track record in building demand generation engines, optimizing CAC, and aligning marketing with sales to drive predictable pipeline growth. Expert in go-to-market strategy, performance marketing, and team leadership across global markets.
Core Competencies
Demand Generation
Revenue Marketing
Go-To-Market Strategy
Pipeline Optimization
Performance Marketing
Marketing Analytics
Team Leadership
Budget Management
Professional Experience
Head of Marketing – SaaS Scale-Up (Series C)
Amsterdam | 2021 – Present
Owned €40M annual pipeline and increased qualified leads by 52% within 18 months
Reduced CAC by 27% through performance optimization and channel restructuring
Built and led a team of 18 across demand gen, content, and lifecycle marketing
Implemented full-funnel attribution model, improving ROI visibility by 35%
Partnered with sales leadership to increase MQL-to-SQL conversion by 41%
Senior Marketing Manager – B2B Tech Company
Berlin | 2017 – 2021
Scaled inbound pipeline from €8M to €22M annually
Launched multi-channel campaigns resulting in 3x lead growth
Managed €5M marketing budget across paid and organic channels
Education
Master’s Degree in Marketing Strategy
Erasmus University Rotterdam
Head of Marketing salary is not about experience alone.
It’s about:
Revenue ownership
Business impact
Strategic influence
Market demand
If you position yourself correctly, the same role can pay €100K or €250K+.
The difference is not the job.
It’s how you present your value.
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