Salary data
VP of Marketing Salary (May 2025 BLS Data)
The median annual pay for marketing managers in the US is $166,790, according to the Bureau of Labor Statistics (May 2025); the top 10% earn more than $293,610. This page uses BLS data for marketing managers, the occupation a VP of marketing is counted in, and explains why VPs usually sit at the top of that range and how bonus and equity change the picture.
Key takeaways
- The US Bureau of Labor Statistics has no separate figure for VPs of marketing; they are counted with marketing managers.
- VPs of marketing usually sit toward the top of the marketing manager pay range, because the group includes directors and first-line managers too.
- Bonus and equity can be a large part of a VP of marketing's pay, and BLS wage figures leave out year-end bonuses and equity.
- Company size, funding stage and scope of the team move VP of marketing pay more than title alone.
- VP of marketing pay varies widely by state, mostly with cost of living and where employers are.
How much does a VP of marketing make?
The median annual pay for marketing managers in the US is $166,790. The middle half earn between $123,020 and $216,410, and the top 10% earn more than $293,610. About 395,240 people work in this occupation.
Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025. Occupation 11-2021.
The pay range for marketing managers
Read the range, not only the median. Half of everyone in the group earns between the 25th and 75th percentile.
| Pay level | Annual pay |
|---|---|
| Bottom 10% earn less than | $90,260 |
| 25th percentile | $123,020 |
| Median | $166,790 |
| 75th percentile | $216,410 |
| Top 10% earn more than | $293,610 |
| Mean (average) | $177,770 |
US, all industries. Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025.
Which BLS figure covers VP of marketing roles?
There’s no BLS figure for a VP of marketing. VPs are counted with marketing managers (11-2021), alongside directors and first-line managers. So the top rows of the table matter most here: most VPs earn toward the 90th percentile, and at large companies above it. The bigger gap is what the figure leaves out. BLS wage data includes base pay but not year-end bonuses, equity or benefits, and for a VP those can add a large share on top.
What affects VP of marketing pay?
Level and scope move pay more than anything else. After that:
- Company size and stage: VP at a 50-person startup and VP at a public company are different jobs with different pay.
- Equity: early-stage companies often pay less in cash and more in options; ask what the equity is worth and on what terms.
- Revenue responsibility: VPs who own pipeline or growth targets usually have a larger variable component.
- Industry and city: the same patterns as for managers: software and finance higher, big metros higher.
VP of marketing salary by state
The median for marketing managers varies a lot by state, mostly with the cost of living and where the employers are. The table runs from highest to lowest.
| State | Median pay |
|---|---|
| Massachusetts | $212,020 |
| California | $193,620 |
| Virginia | $187,820 |
| Colorado | $182,730 |
| New York | $181,200 |
| New Jersey | $180,040 |
| District of Columbia | $177,170 |
| Minnesota | $173,300 |
| Washington | $172,270 |
| Connecticut | $169,240 |
| South Dakota | $167,750 |
| Montana | $165,580 |
| North Carolina | $165,480 |
| Illinois | $162,860 |
| Wyoming | $161,580 |
| Oregon | $161,560 |
| Georgia | $160,760 |
| Kansas | $154,510 |
| Maryland | $154,160 |
| Pennsylvania | $150,810 |
| Texas | $147,880 |
| South Carolina | $143,290 |
| New Hampshire | $143,280 |
| Florida | $142,620 |
| Idaho | $142,090 |
| Utah | $139,830 |
| Michigan | $138,510 |
| Arkansas | $136,520 |
| Indiana | $136,260 |
| Maine | $135,380 |
| Wisconsin | $133,600 |
| Ohio | $132,330 |
| Arizona | $132,220 |
| Tennessee | $131,990 |
| Iowa | $131,120 |
| Missouri | $130,550 |
| Kentucky | $128,930 |
| Oklahoma | $126,920 |
| North Dakota | $125,580 |
| New Mexico | $122,980 |
| Louisiana | $120,650 |
| Alabama | $120,160 |
| Hawaii | $117,770 |
| Alaska | $116,270 |
| Nebraska | $110,570 |
| Nevada | $107,550 |
| Mississippi | $100,940 |
| West Virginia | $98,750 |
Highest first. States BLS doesn't publish a median for are left out. Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025.
How to use this in a salary negotiation
Use the range to anchor, not to argue. Find where the role sits: an entry-level coordinator belongs near the 25th percentile, a senior lead running a team and budget near the 75th or above. Then check the posting, since a growing number of states require employers to publish a pay range. If the posting’s range and the BLS range disagree, the posting wins: it’s the budget for this job. The BLS figure is still useful when there’s no range at all, or when you’re asked for your number first. Bringing up pay can feel awkward, but a number backed by public data is a normal, professional thing to discuss, and hiring managers expect the conversation. Put it in your own words and your own tone, say it once, then give them room to respond. Our salary negotiation guide covers what to say and when. Before your first call, write down your number and where it sits in the range above, so it’s ready when the question comes.
FAQ
Does BLS publish VP of marketing pay?
No. BLS publishes occupations, and a VP of marketing is counted with marketing managers. Use the top of that group’s range as the reference point.
How much of a VP’s pay is bonus and equity?
It varies too much to give one number, and BLS doesn’t measure it. At public companies the bonus and equity can be a large share of total pay; at startups the equity is often the bigger lever but much less certain.
Is VP of marketing higher than marketing director?
Yes. In most companies the order is manager, senior manager, director, senior director, VP, then CMO, though smaller companies skip levels.
Do VPs of marketing at startups earn less than at large companies?
Base salary at an early-stage startup is often lower than at a large company, with more of the package in equity, which is only worth something if the company is sold or goes public. Large companies tend to pay more in cash and bonus. Compare offers on total compensation, and value equity conservatively.
What does a VP of marketing do?
A VP of marketing runs the marketing function or a large part of it: setting strategy and budget, leading the directors and managers under them, and answering to the CEO or CMO for growth. At companies without a CMO, the VP is usually the top marketer. The CMO job description shows how the two roles divide the work.
How much does a VP of sales and marketing make?
There’s no BLS figure for combined roles. A VP who owns sales targets as well as marketing is often paid more like a sales leader, with a larger share of pay tied to commission or bonus. BLS counts commissions as wages but leaves out nonproduction bonuses, so check how the package splits before comparing it with the table.