Survey: What Law Firm Marketers Earn

Larry Bodine, marketing director, salary survey

By Larry Bodine, Esq., a business development advisor based in Glen Ellyn, IL, and Tucson, AZ. With the Apollo Business Development Program, he has helped law firms nationwide get new clients and generate millions of dollars of new revenue. He can be reached at 630.942.0977 and www.larrybodine.com.

Thanks to Schmidt Marketing, Inc. of St. Paul, MN, — including Sally Schmidt, President, sallyschmidt@schmidt-marketing.com and Gretchen L. Semler, Director of Recruiting, gretchensemler@schmidt-marketing.com, 651.222.6102 — for sharing their salary surveys of nine US locations, which are excerpted here.

Sally Schmidt, marketing director, salary

The recession has made jobs hard to find and layoffs commonplace. But for the fortunate law firm marketers to be employed, the salaries are rewarding, according to new research by Schmidt Marketing.

Each total compensation figure includes a base salary plus a bonus. The wildcard in each situation is the bonus, which can range from a median of $25,000 for a CMO in DC, to $0 for a marketing specialist in DC. The median bonus for a CMO was $59,000 in New York, and only $3,750 for a marketing coordinator in the same city.

The high salaries are found in New York, where every total median compensation figure was in six numbers. Large total comp figures were also reported in DC, Chicago, San Francisco and Atlanta. As expected, the smaller metropolitan areas paid smaller compensation.

DC/Capital Area

Total Compensation by Title

Title

n

High Compensation

Low Compensation

Average Compensation

Median Compensation

CMO

6

$550,000

$166,000

$322,667

$300,000

Director of Business Development

6

$175,000

$100,000

$151,117

$165,000

Director of Marketing* (=400 attorneys)

9

$300,000

$118,000

$177,667

$175,000

Director of Marketing (401-1,000 attorneys) Business

7

$238,000

$134,000

$189,571

$190,000

Development Manager (=500 attorneys) Business

10

$175,000

$85,000

$116,210

$105,450

Development Manager (501-700 attorneys)

8

$140,000

$90,000

$109,938

$106,000

Development Manager** (701-2,500 attorneys)

10

$149,009

$90,688

$124,939

$126,000

Marketing Manager (51-400 attorneys) Business

9

$132,750

$71,000

$98,794

$93,500

Marketing Manager (401-800 attorneys)

9

$200,000

$67,000

$119,667

$120,000

Marketing Manager (901-2,000 attorneys)

5

$121,000

$89,000

$106,900

$110,000

* “Director of Client Teams” was included in the “Director of Marketing” category due to the small number of respondents and similar compensation.
** “Client Relations Manager” was included in the “Business Development Manager” category due to the small number of respondents and similar compensation.

New York City
Total Compensation by Title

Title n High Compensation Low Compensation Average Compensation Median Compensation
CMO (101-400 attorneys) 4 $340,000 $192,000 $261,750 $257,500
CMO (401-900 attorneys) 5 $490,000 $275,000 $447,500 $450,000
Director of Business Development* 6 $360,000 $200,000 $270,833 $252,500
Director of Marketing (1-150 attorneys) 5 $160,000 $53,000 $107,600 $101,000
Director of Marketing (151-2000 attorneys) 5 $290,000 $93,500 $202,300 $228,000
Director of PR/Communications 3 - - $244,000 $265,000
Business Development Manager 19 $245,000 $99,000 $138,845 $128,000
Marketing Manager (101-700 attorneys) 8 $176,700 $63,000 $122,150 $118,750
Marketing Manager (701-3,000 attorneys) 8 $212,750 $89,000 $142,719 $140,000
Client Relations Manager 5 $210,000 $100,500 $155,800 $151,500

Chicago Area
Total Compensation by Title

Title n High Total Compensation Low Total Compensation Average Total Compensation Median Total Compensation
CMO* 1
Director of Business Development 8 256,000 58,000 $166,313 172,750
Director of Marketing ($150 attorneys) 7 168,500 $88,000 $120,357 $112,500
Director of Marketing (201-1,500 attorneys) 7 $350,000 $130,000 $219,857 $215,000
Business Development Manager 6 $183,000 $72,000 $110,250 $94,500
Marketing Manager** ($600 attorneys) 13 $130,200 $73,000 $95,350 $94,000
Marketing Manager** (601-1,000 attorneys) 5 $94,500 $69,200 $84,340 $91,000
Marketing Manager (1,001-3,000 attorneys) 10 $150,000 $67,900 110,632 $110,500
Communications Manager*** 5 $120,000 $78,500 91,730 86,400
Marketing Specialist**** 9 $102,500 $45,000 $62,844 $55,000
Marketing Coordinator 11 $62,000 $33,000 $50,433 51,000

* Response was omitted from summary due to the low number of respondents.
** “Client Relations Manager” was included in the “Marketing Manager” category due to the small number of respondents and similar compensation.
*** “Communications Specialist” was included in the “Communications Manager” category due to the small number of respondents and similar compensation.
**** “Client Relations” and “Business Development” Specialists were included in the “Marketing Specialist” category due to the small number of respondents and similar compensation.

Florida
Total Compensation by City and Title

Miami/Fort Lauderdale

 

Title n High Compensation Low Compensation Average Compensation Median Compensation
Director of Marketing 3 - - $139,500 $125,000
Manager
(Communications,
Marketing)
5 $110,000 $61,000 $90,182 $95,000

 

Tampa/St. Petersburg/Sarasota
Manager
(Communications,
Marketing)
6 $83,000 $65,800 $75,175 $75,750

Other Cities

Director (Business Development, Client Relations, Marketing)* 9 $105,000 $45,000 $84,222 $87,000
Coordinator (Business Development, Marketing) 5 $70,000 $35,100 $52,360 $51,500

Statewide Positions with Multiple Locations

Director of Marketing 4 $175,000 $90,000 $125,000 $117,500

San Francisco Bay Area
Total Compensation by Title

Title n High Compensation Low Compensation Average Compensation Median Compensation
CMO* 3 - - $368,333 $335,000
Director of Business Development 5 $269,000 $100,000 $183,800 $200,000
Director of Marketing 6 $200,000 $96,644 $141,107 $130,500
Business Development Manager** 10 $177,000 $89,500 $122,729 $120,000
Marketing Manager (1-500 attorneys)*** 9 $127,500 $66,200 $97,878 $95,000
Marketing Manager (>500 attorneys)*** 10 $159,000 $86,000 $115,540 $119,500
Business Development Coordinator 4 $65,000 $48,300 $55,950 $55,000
Client Relations/ Communications Coordinator 5 $66,000 $50,750 $58,850 $62,000
Marketing Coordinator 6 $95,500 $55,000 $68,000 $61,750

* High and low salaries/bonuses were omitted due to the small number of respondents.
** “Client Relations Manager” was included in the “Business Development Manager” category due to the small number of respondents.
*** “Communications Manager” responses were included in the “Marketing Manager” category due to the small number of respondents and similar salaries.

Texas
Total Compensation by City and Title

Austin
Title n High Total Compensation Low Total Compensation Average Total Compensation Median Total Compensation
Manager (Business Development, Client Relations and Marketing) 7 $82,000 $45,000 $61,382 $59,375
Marketing Coordinator 4 $85,000 $40,500 $68,750 $74,750
Dallas/Fort Worth
Manager (Business Development, Client Relations, Communications and Marketing) 13 $100,000 $57,000 $85,112 $90,000
Marketing Coordinator/Specialist 4 $59,800 $52,500 $56,953 $57,756
Houston
Manager (Business Development and Marketing) 6 $106,500 $72,500 $93,833 $97,000
Marketing Coordinator 3 $60,533 $54,560
All Cities*
CMO 3 $257,667 $224,000
Director of Business Development 2 $67,000 $67,000
Director of Marketing 8 $30,000 $0 $139,625 $132,500

Atlanta
Total Compensation by Title

Title n High Compensation Low Compensation Average Compensation Median Compensation
CMO

2

$191,250

$191,250

Director of Marketing

4

$220,000

$99,275

$147,069

$134,500

Business Development Manager

3

$151,233

$125,100

Marketing Manager

4

$124,000

$85,000

$97,274

$90,048

Coordinator/Specialist

4

$82,800

$44,000

$57,200

$51,000

Minneapolis/St. Paul area
Total Compensation by Title

Title n High Total Compensation Low Total Compensation Average Total Compensation Median Compensation
Director of Marketing (5100 attorneys) 9 $150,000 $70,000 $97,211 $88,500
Director of Marketing (101-300 attorneys) 4 $170,500 $81,000 $137,375 $149,000
Marketing Manager 13 $100,000 $48,500 $75,892 $78,000
Marketing Coordinator 7 $73,900 $39,000 $54,129 $52,000

 

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