The biggest issue holding back the furniture and décor industries is their reluctance to invest in competitive salaries for marketing leaders. In most industries, the average salary for a Chief Marketing Officer (CMO) is $185.1k. Yet, in furniture, it hovers around a mere $85k.
Why does this matter? In a post-COVID world where national retailers are shutting down, and giants like Wayfair are struggling to stay afloat on investor money, the furniture industry isn’t competing to stay alive. They are stuck in an outdated mindset, refusing to pay for the talent they desperately need to innovate and adapt. Without proper investment in marketing, the industry is positioning itself for failure, especially as consumers increasingly favor local, sustainable options over mass-produced goods.
Even worse, the industry is built on a house of cards. If ANDMORE (formerly IMC) decides to sell or Wayfair collapses, local brands will struggle to compete. Despite signs that major home improvement retailers are projecting bleak futures, the furniture sector remains unwilling to adapt or invest in high-caliber marketing professionals.
Marketing isn't just an expense; it's an investment in survival. Competing in a post-COVID era requires out-of-the-box strategies, innovation, and a budget that reflects the importance of this role. Unless the industry starts paying competitive salaries to attract top talent, it will continue to miss out on growth and risk fading into obscurity.
This is no longer the time to be cheap—if the "old way" was working, the industry wouldn’t be in trouble now. It’s time for the furniture and décor industries to wake up and understand that underpaying for marketing leadership will only ensure they stay behind while other industries move forward.
Simply put: pay up or fall behind.
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