Why is it so Damn Hard to Find Canadian Tech Marketing Salaries?

You know what would be delightful.

Some transparency around marketing salaries in tech. Specifically in Canada. Specifically for women.

(Don’t even get me started on the black hole that is equity…)

Have you ever applied for a marketing role at a startup? Here’s what happens:

  • You wade through a pile of content/growth hacking positions. The content roles are clearly written for women. The growth hacking roles are clearly written for men. Neither offers specifics around responsibilities/performance expectations, but it’s enough to confirm your suspicion that they’re unrealistic.
  • There’s no salary or equity range listed.
  • You look at other postings from that company. Yup, all the engineering roles have salary ranges listed. Excellent.
  • You Google salaries at that company. Yup! You find a handful of front-end dev salaries, one back-end, maybe a customer success rep or two. No marketing salaries.
  • WHY?! Because there’s only one person in each marketing role. So you can be damn sure that Monica the Content Manager isn’t posting her salary on Glassdoor because that doesn’t tell the world/her co-workers what a Content Manager at Company X makes, it tells the world what Monica makes.
  • You Google comps and end up with marketing salary ranges for marketing roles at hundred-year-old telecommunications companies. OK, not helpful.
  • You Google comps and end up with ranges for the Valley, or somewhere else in the US that doesn’t particularly help you because you live in Toronto. Or Ottawa. Or Winnipeg and you work remotely.
  • You look at comps at the big, established Canadian tech companies like Shopify. But they’re way further down the line than the newish company you’re thinking of joining. So that doesn’t help you, either.
  • In frustration, you start DMing near-strangers on Twitter asking them to share ranges.
  • You find out you were wildly underpaid at a previous role. Or should have gotten equity but didn’t. Or could have negotiated compensation but didn’t. Or could have negotiated your entire role but didn’t. Or that a man applying for that role would come into a negotiation with a number 20K higher than yours.
  • OK. Now you’re real frustrated. Real frustrated and STILL LOST.


Seriously though! This is a big problem. There’s not enough education and resources around it, and I believe that the lack of transparency is stopping talented women from applying to marketing roles (or making the switch to tech in the first place…).

And I’m not even touching the actual application, negotiation, or onboarding process. This is just one slice of the funnel. Lucky for you my battery is at 6% and I left my charger at work, so I’m going to have to put a pin in things here ๐Ÿ˜‰

All this to sayโ€”it’s something I’ve been thinking about for a while now (studies like this get me mad) so I better not just stew and rant. I better do something about it.

Are there any good databases for Canadian tech marketing salaries? Please Tweet them to me.

If not, what if I made one? I could start by sending out a quick, anonymous survey that I compile the answers to in a webpage or something…

OKOK. We’re at 3% battery. Gotta go. But let me know what would be helpful KTHANKS ๐Ÿ™‚