New research has revealed the gender imbalance in marketing is worsening. Jessica McGreal asks why, and investigates how to close it
The latest Marketing Rewards Salary Survey by The Charted Institute of Marketing (CIM) has revealed the pay gap between male and female marketers at director level has grown by 10 per cent since 2012. This is compounded by the fact a greater number of men are reaching higher levels of the marketing profession, according to research by marketing recruiter EMR. More than twice as many men (18 per cent) reach director level compared to women (seven per cent). The same is true of head of marketing roles, with 22 per cent of men and only 12 per cent of women achieving this level.
The CIM has said the situation is actually worsening despite the vast majority of graduate and junior positions being occupied by women. As a result, the gender pay gap in marketing is not an issue at entry level, but at leadership level. EMR highlights the gap between men and women in senior marketing positions is most marked between the ages of 30 and 49. Seventeen per cent more men than women reach director and head of marketing positions in their 30s, and 16 per cent more in their 40s.
Reasons behind the statistics
Polly Barton, head of marketing at financial consultants, Bovill, believes these findings could be due to female marketers taking time out to start a family. She believes women need to have already established professional credibility in order to maintain their career after having children: “I think the reason for the statistics is because a lot of women don’t progress during their 30s. Women have to progress very fast before they have kids and get back on the ladder afterwards. And if they get back on the ladder afterwards they are not so driven by money compared to a man in his 20s.” Barton advises those who want to take time out because of childcare to keep an eye on their one-year, two-year and even five-year plans.
In contrast, Anne Godfrey, CEO of CIM, says women should not be forced to accelerate their careers in order to be successful: “To think that somehow your gender means you have to be more structured is ridiculous. You don’t know a lot of the time whether you will find a partner, or not, have children, or not. You should be planning your career around your career. Other stuff will happen when you’re ready for it to happen.”
However, starting a family is not the only obstruction. Many female leaders believe they have had to prove themselves above and beyond their male counterparts to reach their position.
Kelly Herrick, head of marketing at Lietcorp, explains: “As a senior level female in the B2B marketing environment, I have felt the need to prove myself over and above the rest. I think for a woman to be seen on the same level, commercially, strategically, technically and from a profile point-of-view, you have to go the extra mile, speak up, have something worth saying and do extra homework. In general you have to make more of an effort.”
There is no doubt gender imbalance remains in the workplace. However, more troubling is the fact inequality remains a taboo subject for many professionals, and female business people are often unwilling to speak out about their experiences. Denouncing instances of inequality almost seems to be seen as a weakness rather than a strength.
B2B brands are faced with another barrier when trying to attract female marketers. B2B sectors tend to be more tech, IT and construction focused – all predominately male industries. As a result, many believe B2B brands find it difficult attracting and retaining female professionals. However, Dowshan Humzah, director of The Worst Kept Secret, disagrees: “This is a fair point, but must not be used as an excuse to explain the status quo or as a reason for slow progress.
“There is a lot here that needs to be addressed for women in marketing. The focus must be on creating the right conditions; environment and culture to attract and retain women in the workplace, celebrate their success and promote them on merit to the highest levels.”
Time for change
However, to create the right environment female marketing leaders and B2B organisations need to work together and utilise their power to initiate change and correct this imbalance.
It’s difficult to outline what female marketing leaders can do to combat the gender imbalance without falling into stereotypes and generalisations. However, when researching this debate the same reasons for the increasing pay gap were highlighted. Female marketers are urged to be sensibly assertive, speak out, admit their strengths and not be afraid to ask for more responsibility. Denise Colella, CEO
of Maxifier, says: “You don’t need to be ‘one of the guys’ to fit in. Our strengths in fact complement the strengths of our male counterparts within the industry, and I would advise all women not to be afraid of simply being themselves and play to both their personal and gender-specific strengths.”
However, organisations also have the responsibility to build a culture of transparency that supports and nurtures female professionals. Employers need to look at developing a flexible working programme for female marketers retuning to work after having children. Mentoring schemes, where female leaders can offer junior marketers advice and insight, is a great way to inspire young female professionals and highlight the opportunities available. This will ensure brands do not rob themselves of talent that would allow their business to succeed and grow.
Companies that are ahead of their peers in gender equality tend to have share prices that outperform rivals, according to a study by Thomson Reuters. Plus, The Davies Report indicates companies with more women on their boards outperform their rivals with a 42 per cent higher return in sales and 66 per cent higher return on invested capital.
Despite these grand statistics, the gender pay gap is worsening. Employers and female marketing leaders need to work together to ensure diversity and transparency in the workplace. It’s depressing that in 2013 we are still having this conversation. However, it’s vital these discussions continue and female marketers speak out in order for inequality to be highlighted and rectified in B2B marketing as well as across the entire business community.
