I can’t believe we’re already 2 months down in 2025! So how did the sales, marketing and category recruitment market fare in February? Let’s dive in…
The Macro in 100 words
Interest rates have been cut at last!  The RBA argues that the delay is because we procrastinated under the previous leadership to step in and raise rates to control inflation. A lesson in decisiveness, or does Australia just steer a steadier economic ship than most? How is that playing out?  Our sales and marketing recruiters talked to 50 senior leaders in the past 2 weeks and the consolidated view is the year has started slowly on the back of a strong December finish. Looking forward, most are quietly confident in achieving their 2025 targets, despite the predicted lag in consumer behaviour to the cuts. How is that reflected in the recruitment market?
Sales is shifting as demand for National Account Managers eases and the senior end steps up
It feels like the lull between the storms. After 36 months of high demand for National Account Managers (NAM), the market has slowed. We’ve talked about the resurgence of the National Business Manager (NBM), in a modern format – that continues and demand at the next two levels up has turned up. Sales Directors who have experiential breadth, particularly in FMCG, along with an enterprise mindset are sought after – we’ve gone from a steady portfolio of 1-2 roles at the Sales Director level to 3-4. And what comes after a new leader is appointed? Change. A new team execute new plans.  The next storm of interest in NAMs is on the horizon.
Marketing is back…almost, kind of, just about, nearly
We’ve been reporting a steady increase in demand for junior and mid-level marketers for several months, and the slow, painful, wait for the senior market to return. Well, we’re getting closer, we think. With changes at Marketing Director level in Suntory and Reckitt, along with more open roles at the Head of and Marketing Manager levels across different organisations, that could just be enough to create the liquidity we need to open the senior marketing market. We’re so, so close.
Category is still annoyingly slow
We don’t doubt the importance organisations place on category roles – we summarised the increased bite the function has in our January market preview blog – but recruitment is still fickle. Demand for Revenue Management roles outstrips mainstream category roles, as teams are still being built. For more on Revenue Growth Management (RGM) trends, Check out our 9% club, co-hosted with FMCG Analytics and our Revenue Growth Management Whitepaper. We’re having lots of talent planning meetings with commercial leaders and stepping up resource in category will happen…but like marketing, just not quite yet.
There’s reason to be optimistic
In summary, a bit like our clients, the Sydney recruitment market in 2024 finished in a flourish, targets all hit, and despite a slow start to 2025 we see enough indicators to show confidence for the rest of the year. Next month, we’ll touch on the how many businesses are at the pointy end of their private equity cycle and sharpening up for sale. Now, that will mean a lot of change! Our Sales and Marketing Recruiters are always available to help you plan your next career move or build your team, so get in touch with us today for a chat.
In other news, the much awaited [axr] 2025 Salary Guides are here! Download your copy today.Â
