What's the average salary for someone in marketing?

Bookselling salary guide?

  • I'm looking for salary guidelines for a job outside my field that I'm interested in -- coordinating events and marketing for an indie bookstore. So I just had some conversations with the owner of an independent bookstore. They're looking for someone to manage events and marketing. The goal is to take the bookstore from its current, basic approach to the newer model of community engagement, frequent instore events, partnerships, big author events, etc. The job would involve the event planning, working with publishers, marketing, managing a presence on social networks, etc. It will also involve serving as the assistant manager, the second of two fulltime staff in the store. About half the time would go to the marketing and events, the other half to bookselling and management tasks. I wouldn't do hiring or payroll. The store is in an affluent Northeastern college town. The goal is revenue growth through increased event sales, and increased overall sales from newly-built customer loyalty. So there are some success measures that can be built into this job. It's a newly created job; I would largely define what directions it develops in. I have all the required skills. We're at the stage where I need to communicate my salary requirements to them. I'm coming from the world of nonprofit management, so it's not like I'm expecting hundreds of thousands; I already work for modest wages. But I'm afraid of both lowballing them, and coming in way too high, and I can't find any references. There's a baseline I need to make, but if I can beat it by a lot, I will definitely try. Does anyone have any idea what a job like this could command?

  • Answer:

    I think $53K is way too high, but I suppose it depends on the market. You say "Northeastern College Town" - I assume you mean near where you are now. I can tell you that in Portland, ME someone doing the job you describe for an independent bookstore would make around $32K - $36K per year, tops. I'm figuring in here that 50% of your time would be spent basically as a bookseller -- doing retail management, essentially. Often those positions are hourly. So you'd want to calculate that 50% at the same range as what the current Assist Managers are making. The other 50% of your salary I'd calculate at 25% higher than the first 50%. I base this on conversations I've had with my former roommate, who manages an Indy bookstore in the Greater Portland ME area.

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$53K seems like a useful base. Given the sector (book retailing), plus your tasks and responsibilities (managing a preset strategy, rather than developing new strategies and taking account for the success of the strategies), plus you lack of staff supervision, this seems like a reasonable offer to make (it's a little on the high side). If you have any tools that can measure and link increased sales to your efforts, you will be in a better position after a year or so to ask for a raise. If your success is based largely on your unique knowledge, skills and personal networks, you will also be able to stand a better chance of achieving a higher starting salary, and then a salary increase a year or so down the road. Basically, you should be a key player they can't afford to lose. PS: I chose $53K, because a figure that's not divisible by 5 is usually more believable (plus, 50k may be too low to start with negotiations, while 55k may be a little too high)

KokuRyu

The Department of Labor publishes an Occupational Outlook Handbook that would be helpful in assessing salaries for the different tasks you are talking about. If your job would entail sales, which it sounds like it would, you may want to add a commission piece (if that is the norm) or at least a bonus structure. Sales people get bonuses for good performance, ie meeting and exceeding their goals.

FergieBelle

Check out glassdoor.com.

Kololo

I'm in Charlotte, and have co-worker who does exactly the job you describe, and she makes $8 an hour.... so wages obviously vary widely.

All.star

I pulled these hourly pay rates from the national average wages for occupations. In your situation, because your job would be hard to categorize, I pulled a few different occupations. First-line supervisors/managers of retail sales workers: $14.34 (30k) Note:This number references individuals who supervise staff. Since that's not you, this might be high Meeting and Event Planners: $19.57 (41K) Advertising and Promotions Manager: $34.64 (72K) If you want to go into your negotiations with some actual data, this is one way you could calculate: Use the jobs above, but weigh the amount of your job that would be spent on each one. For example: 50% of job @ First-line supervisors/managers of retail sales workers: $14.34 (30k) 25% of job Advertising and Promotions Manager: $34.64 (72K) 25% of job Event Planners: $19.57 (41K) Those calculations gave me $20.72 an hour or $43K You would probably need to decide whether where you live is significantly below or above the national average cost of living and adjust accordingly. And obviously, think about whether this is astronomically more than an independent bookstore could afford to pay you, because it sure might be. My numbers have nothing to do with bookstores, and every niche market is different. Good luck, this sounds like a really cool job!

mjcon

During the exciting four months a couple years ago when I briefly left working for museums and got a job doing basically what you're describing, only for a brewpub/vegetarian restaurant/microbrewery, I made 33K. In Asheville, that was considered quite generous and probably is why I got laid off so quickly (well, that and the owner's terrifying ADHD.) Since I think where you are and where I am are probably about the same salarywise, my guess is you're looking at the low to mid 30s. Maybe 40, tops, if they pay really well.

mygothlaundry

Oh and I got hired away from my museum job and he asked me how much I needed to make. I went in saying, well, look, I'm making 29K now and you're not offering me health insurance, so I have to make at least 5K more a year. Then he offered 33 and I took it. You might consider just doing that - setting a salary that's close or a little more than what you're making now and see what happens.

mygothlaundry

I think Anastasia's correct. I used to be an independent bookseller, and wages were never impressive. Consider asking for extra vacation time, which has lots of value to you, but is not as painful to the store owner.

theora55

This isn't looking too good. I guess I'll just have to start a little above where I am, but my baseline is $40K, so they may not be able to afford this. However, maybe they will. The business has some complexities, like a reasonably-sized textbook trade. I suppose all I can do is state my goal and see if they quail or not. I don't want to be underemployed, either moneywise or skillswise, even though this sounds intriguing and fun.

Miko

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