California, renowned for its innovation and diversity, offers a thriving landscape for marketing career professionals across various specialties. From traditional marketing roles to digital and public relations, this article delves into the dynamic world of marketing careers and salaries in the Golden State.
There are roughly 59,830 people employed as marketing managers in California, making it the number one state in the U.S. for employment of marketing manager professionals says the U.S. Bureau of Labor Statistics (BLS). The median wage per hour is $86 and the forecasted job growth for the coming decade is 8.2%.
Some of the biggest employers of marketing managers, digital marketing managers, PR specialists and market research analysts in the state are, not surprisingly, in the tech sector. Take a look at the top five:
Google:
Mountain View, CA. As a leading tech giant, Google offers numerous opportunities for marketers, particularly in digital and social media marketing roles.
Apple Inc:
Cupertino, CA. Apple, known for its iconic brand and innovative products, hires marketers across various functions, including product marketing and brand management.
Salesforce:
San Francisco, CA. A prominent player in the tech industry, Salesforce hires marketers specializing in cloud computing, customer relationship management (CRM) and digital marketing solutions.
The Walt Disney Company:
Burbank, CA. As a major player in entertainment and media, Disney provides opportunities for marketers in areas such as branding, promotions and audience engagement.
Facebook:
Menlo Park, CA. With its expansive social media platform, Facebook is a significant employer for digital marketers and advertising professionals.
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Marketing salary in California statistics
While the median salary for marketing management professionals—a category that loosely includes upper level careers in social media/digital marketing, public relations and advertising fields—lands at $161,030 a year according to the U.S. Bureau of Labor Statistics, pay may vary depending upon several factors, including where you work and live and the cost of living, how much experience you have, what certifications you have earned and your level of education.
Salaries for different marketing roles in California
Marketing manager/director:
The Bureau of Labor Statistics (BLS) reports that the median annual wage for marketing managers in California is around $178,160.
Digital marketing manager:
Digital marketing managers in California earn a median annual wage of approximately $92,770 or more based on expertise and company size.
Public relations specialist:
The median annual wage for public relations specialists in California is about $81,490, influenced by experience and employer.
Market research analyst and marketing specialist
Market research analysts and marketing specialists in California earn a median annual wage of around $92,770, depending on qualifications and industry focus.
Median marketing manager salary in California
The median annual salary for marketing managers in California is $178,160. With its dominant tech industry, California ranks first for highest paying states, says the BLS. However, it's important to note that salaries may be based on experience, education and location within the state.
Marketing Managers
10%$97,890
25%$131,140
50%$178,160Median
75%N/A
90%N/A
Median Hourly Wage$86
Job growth8.2%
Total Employment56,300
Metro area
Median Salary
Bottom 10%
Top 10%
San Jose-Sunnyvale-Santa Clara, CA
$228,580
$134,140
N/A
San Francisco-Oakland-Fremont, CA
$212,520
$125,990
N/A
San Diego-Chula Vista-Carlsbad, CA
$171,590
$97,740
N/A
Santa Maria-Santa Barbara, CA
$166,690
$93,590
N/A
Oxnard-Thousand Oaks-Ventura, CA
$165,800
$85,370
N/A
Los Angeles-Long Beach-Anaheim, CA
$163,100
$89,150
N/A
Napa, CA
$162,260
$94,650
N/A
Sacramento-Roseville-Folsom, CA
$155,670
$88,560
N/A
Santa Cruz-Watsonville, CA
$152,020
$88,700
N/A
Modesto, CA
$151,690
$77,160
$234,170
Source: U.S. Bureau of Labor Statistics (BLS) 2024 median salary; projected job growth through 2033. Actual salaries vary depending on location, level of education, years of experience, work environment, and other factors. Salaries may differ even more for those who are self-employed or work part time.
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Salary range for a marketing management career in California
The salary range for marketing managers in California typically spans from $97,890 for the lowest 10% to well over for the upper 75% of people in the field per year. This accounts for entry-level management positions to senior-level roles and takes into consideration the other factors such as experience, education and time in the position.
Pay by metro area within California
Your earning level may depend upon where you live within a state. For example, cities tend to pay better than rural or less populated areas. If your city is an industry hub, say you work in business and you live in the Bay area, which has several high profile technology giants, pay may be more competitive. While the BLS reports that California is the highest employer of marketing managers in the country, and that the majority of workers are paid the most as managers of marketing divisions in companies or enterprises and in scientific and technical consulting services, you can see that California does take the first and second spots for highest pay by metro area. Considering that area is San Jose-Sunnyvale-Santa Clara and San Francisco-Oakland-Hayward, you can bet the industries that dominate these locations are technology-focused.
Metro Area
Median Annual Salary
San Jose-Sunnyvale-Santa Clara, CA
$228,580
San Francisco-Oakland-Fremont, CA
$212,520
Boston-Cambridge-Newton, MA-NH
$200,010
Trenton-Princeton, NJ
$199,950
Worcester, MA
$176,500
Washington-Arlington-Alexandria, DC-VA-MD-WV
$176,240
New York-Newark-Jersey City, NY-NJ
$175,560
Niles, MI
$174,740
Seattle-Tacoma-Bellevue, WA
$173,880
San Diego-Chula Vista-Carlsbad, CA
$171,590
Factors affecting marketing salaries in California
Several factors influence what your marketing salary may be in California. These primary factors may include:
Experience and expertise:
Marketers with extensive experience and specialized skills often command higher salaries.
Industry and company size:
Salaries vary based on the industry, with tech companies typically offering competitive compensation packages. Larger corporations may also provide higher salaries for marketing roles.
Location:
Salaries may differ between metropolitan areas like San Francisco and Los Angeles compared to other regions of the state.
To advance in marketing careers in California:
Consider continuous learning: Stay updated on industry trends, emerging technologies and best practices through ongoing professional development and education.
Networking: Build a strong professional network by attending industry events, conferences and networking gatherings.
Demonstrate results: Showcase your achievements and contributions to your organization through measurable results and successful marketing campaigns.
How can I know if I am being paid fairly as a marketing manager in California?
To ensure you are being paid correctly in California, here are some steps you can take to assess whether your compensation aligns with industry standards:
Research salary benchmarks: Utilize salary surveys and industry reports to compare your compensation with market standards.
Know your worth: Evaluate your experience, skills and contributions to justify fair compensation.
Consider where you live: Salaries can vary within California based on the cost of living and dominant industries in different regions.
Know your rights: Familiarize yourself with California's labor laws and regulations, such as the California Equal Pay Act, including gender equality, minimum wage requirements and overtime pay.
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Education and training for CA
While most entry-level positions may require at least an associate degree, and preferably a bachelor's degree, many marketing managers and those in related areas pursue advanced degrees such as an MBA or master's degree for career advancement. Consider these degrees for the following marketing careers:
Digital marketing manager: A bachelor's degree in marketing, digital marketing or a related field is common. Proficiency in digital marketing tools and platforms is essential.
Public relations specialist: A bachelor's degree in public relations, communications, journalism or a related field is typically required. Strong writing and communication skills are crucial.
Market research analyst and marketing specialist: A bachelor's degree in marketing, market research, statistics or a related field is common. Analytical skills and proficiency in data analysis tools are important.
Cost of living considerations for CA
California has a high cost of living, especially in major cities like San Francisco and Los Angeles. Job seekers should consider housing, transportation, healthcare costs and other living expenses when negotiating salaries. USA Today says San Jose and San Francisco rank #3 and #4 in the U.S. for the most expensive urban areas from the 2023 index.
California's cost of living is, on average 42% higher than the national average—with housing around 101% higher than the national average, says RentCafe, though there is no state income tax.
RentCafe lists the highest cost of living cities in California as: Sunnyvale, San Francisco, Anaheim, Los Angeles and San Jose. There are cities closer to the median point but they do not list any cities with a lower cost of living than the national average.
California professional associations and networking
Professional associations provide valuable networking opportunities, continuing education resources and a platform for industry professionals to stay up to date on the latest trends and best practices in marketing, which is essential for this career field. You may want to consider attending events or becoming a member to continue your professional and educational growth and to connect with like-minded individuals in California.
American Marketing Association (AMA)–Los Angeles Chapter: Provides networking opportunities, professional development resources and events for marketers in the Los Angeles area.
Public Relations Society of America (PRSA)–San Francisco Bay Area Chapter: Offers networking events, workshops and resources for public relations professionals in the Bay Area.
Digital Marketing Association (DMA): Focuses on digital marketing trends, strategies and best practices for professionals in Southern California.
Data and Marketing Association/ANA: Connects you to the knowledge and resources you need to become a smarter, more capable marketer.
California's dynamic economy, diverse industries and innovative culture make it an ideal destination for marketing professionals of all types. With its concentration of tech companies, entertainment giants and forward-thinking startups, California offers unparalleled opportunities for marketers to thrive and make a meaningful impact on brands and businesses.
By understanding industry standards, conducting research and staying informed about relevant professional associations, individuals can navigate their career paths and ensure fair compensation in California's competitive job market. Use this guide as a starting point to make informed decisions about your career path, negotiating salaries and for setting realistic expectations for your educational and professional future.
Find marketing salaries for other states
Learn what you may be able to earn in your state, how the cost of living and other factors could impact your pay, why education matters—especially in competitive marketing roles—and much more.
