Across 6 industries and 60 named companies, marketing is 2.4% to 47.8% of core SG&A headcount, median 12.4%. Observed marketing staff run 2.9 to 450.9 per 1,000 employees, median 45.2, a floor from public profiles rather than a full count. Job titles classified one by one; as of August 2026.
Median of the named companies on each industry page. Click through for the per-function detail and the filed-spend table.
| Industry | Companies | Marketing share of SG&A, median | Range | Per 1,000 employees, median | As of |
|---|---|---|---|---|---|
| Toy & game | 9 | 30.2% | 19.2% to 47.8% | 164.5 | August 2026 |
| Apparel & footwear | 12 | 21.1% | 12.6% to 26.7% | 57.0 | August 2026 |
| Food & CPG | 13 | 12.3% | 5.4% to 17.7% | 41.6 | July 2026 |
| B2B software | 10 | 10.9% | 7.0% to 23.6% | 58.9 | August 2026 |
| Tool & industrial | 7 | 7.8% | 2.9% to 13.0% | 20.4 | July 2026 |
| Building products | 9 | 4.2% | 2.4% to 7.8% | 8.7 | July 2026 |
| Company | Industry | Share of SG&A | Observed contacts | Employees | Per 1,000 employees |
|---|---|---|---|---|---|
| The Pokémon Company International | Toy & game | 47.8% | 438 | 2,663 | 164.5 |
| JAKKS Pacific, Inc. | Toy & game | 37.0% | 294 | 652 | 450.9 |
| Spin Master Corp. | Toy & game | 35.2% | 737 | 3,000 | 245.7 |
| Hasbro, Inc. | Toy & game | 33.4% | 1,451 | 4,520 | 321.0 |
| MGA Entertainment, Inc. | Toy & game | 30.2% | 282 | 1,200 | 235.0 |
| Mattel, Inc. | Toy & game | 28.0% | 2,035 | 31,000 | 65.6 |
| The LEGO Group | Toy & game | 27.6% | 1,803 | 33,000 | 54.6 |
| lululemon athletica inc. | Apparel & footwear | 26.7% | 1,258 | 39,000 | 32.3 |
| Under Armour, Inc. | Apparel & footwear | 24.8% | 678 | 14,100 | 48.1 |
| Semrush | B2B software | 23.6% | 194 | 1,567 | 123.8 |
| Deckers Outdoor Corporation | Apparel & footwear | 23.4% | 437 | 6,000 | 72.8 |
| Ralph Lauren Corporation | Apparel & footwear | 23.1% | 1,592 | 23,600 | 67.5 |
| Tapestry, Inc. | Apparel & footwear | 22.1% | 1,309 | 19,000 | 68.9 |
| Columbia Sportswear Company | Apparel & footwear | 22.1% | 581 | 9,620 | 60.4 |
| Crayola LLC | Toy & game | 21.2% | 144 | 2,464 | 58.4 |
| Crocs, Inc. | Apparel & footwear | 20.2% | 492 | 8,010 | 61.4 |
| Oxford Industries, Inc. | Apparel & footwear | 19.3% | 226 | 6,000 | 37.7 |
| Funko, Inc. | Toy & game | 19.2% | 121 | 1,104 | 109.6 |
| VF Corporation | Apparel & footwear | 19.0% | 2,026 | 26,000 | 77.9 |
| General Mills | Food & CPG | 17.7% | 2,244 | 33,000 | 68.0 |
| The J.M. Smucker Company | Food & CPG | 17.4% | 540 | 8,000 | 67.5 |
| The Campbell's Company | Food & CPG | 16.1% | 590 | 13,700 | 43.1 |
| PVH Corp. | Apparel & footwear | 15.8% | 1,393 | 26,000 | 53.6 |
| Amplitude | B2B software | 15.3% | 70 | 795 | 88.1 |
| Church & Dwight | Food & CPG | 15.2% | 369 | 5,550 | 66.5 |
| The Clorox Company | Food & CPG | 13.2% | 579 | 7,600 | 76.2 |
| Levi Strauss & Co. | Apparel & footwear | 13.1% | 897 | 19,000 | 47.2 |
| IDEAL Industries | Tool & industrial | 13.0% | 62 | 2,502 | 24.8 |
| The Hershey Company | Food & CPG | 12.8% | 833 | 20,000 | 41.6 |
| Carter's, Inc. | Apparel & footwear | 12.6% | 347 | 15,400 | 22.5 |
| The Kraft Heinz Company | Food & CPG | 12.3% | 2,024 | 35,000 | 57.8 |
| Sprout Social | B2B software | 12.1% | 90 | 1,362 | 66.1 |
| Domo | B2B software | 12.1% | 63 | 876 | 71.9 |
| Hormel Foods | Food & CPG | 11.6% | 377 | 20,000 | 18.8 |
| McCormick & Company | Food & CPG | 11.3% | 510 | 14,100 | 36.2 |
| BlackLine | B2B software | 11.0% | 92 | 1,850 | 49.7 |
| nCino | B2B software | 10.9% | 52 | 1,684 | 30.9 |
| PagerDuty | B2B software | 10.7% | 66 | 1,155 | 57.1 |
| Conagra Brands | Food & CPG | 10.0% | 361 | 17,400 | 20.7 |
| Mondelez International | Food & CPG | 9.7% | 1,871 | 91,000 | 20.6 |
| Yext | B2B software | 9.5% | 68 | 1,120 | 60.7 |
| Klein Tools | Tool & industrial | 9.0% | 51 | 2,500 | 20.4 |
| Stanley Black & Decker | Tool & industrial | 8.9% | 1,282 | 43,500 | 29.5 |
| Olo | B2B software | 8.2% | 15 | 915 | 16.4 |
| The AZEK Company | Building products | 7.8% | 28 | 2,276 | 12.3 |
| Apex Tool Group | Tool & industrial | 7.8% | 110 | 5,300 | 20.8 |
| Trex Company | Building products | 7.3% | 39 | 1,839 | 21.2 |
| Zuora | B2B software | 7.0% | 31 | 1,200 | 25.8 |
| International Flavors & Fragrances | Food & CPG | 6.0% | 382 | 21,500 | 17.8 |
| Simpson Strong-Tie | Building products | 5.9% | 94 | 3,000 | 31.3 |
| Enerpac Tool Group | Tool & industrial | 5.8% | 41 | 2,100 | 19.5 |
| Ingredion | Food & CPG | 5.4% | 174 | 11,200 | 15.5 |
| James Hardie | Building products | 4.4% | 29 | 7,500 | 3.9 |
| Snap-on Incorporated | Tool & industrial | 4.4% | 236 | 13,000 | 18.2 |
| UFP Industries | Building products | 4.2% | 120 | 13,800 | 8.7 |
| Gibraltar Industries | Building products | 3.7% | 24 | 2,300 | 10.4 |
| Louisiana-Pacific | Building products | 3.3% | 34 | 4,300 | 7.9 |
| Kennametal Inc. | Tool & industrial | 2.9% | 97 | 8,100 | 12.0 |
| Masonite International | Building products | 2.5% | 29 | 10,000 | 2.9 |
| JELD-WEN | Building products | 2.4% | 75 | 13,900 | 5.4 |
Three steps, the same for every company on the page. The long version, including what these numbers cannot tell you, is on how it’s measured and as data at methodology.json.
We pull each company's public workforce signals: department tallies and the actual job titles behind them. No survey, no self-reporting, no login.
Each title is classified into the ten-function SG&A map. This is where about a third of department labels move: procurement buyers filed under Finance, whole Sourcing and Facilities teams hiding inside Operations.
Levels are the classified people we actually observed, capped at each company's profile-visible workforce. That makes them a floor, never an inflated model, which is why the share of SG&A leads and the per-1,000 figure follows.
Across 6 industries and 60 named companies, marketing is 2.4% to 47.8% of core SG&A headcount, median 12.4%. Observed marketing staff run 2.9 to 450.9 per 1,000 employees, median 45.2, a floor from public profiles rather than a full count. Job titles classified one by one; as of August 2026. The like-for-like read is the share of SG&A; the per-1,000 figure understates true staffing because public-profile coverage varies by company.
Toy & game: median 30.2% of SG&A, 164.5 per 1,000 employees; Apparel & footwear: median 21.1% of SG&A, 57.0 per 1,000 employees; Food & CPG: median 12.3% of SG&A, 41.6 per 1,000 employees; B2B software: median 10.9% of SG&A, 58.9 per 1,000 employees; Tool & industrial: median 7.8% of SG&A, 20.4 per 1,000 employees; Building products: median 4.2% of SG&A, 8.7 per 1,000 employees.
Each company's public professional profiles are classified into ten SG&A functions from the actual job title, one title at a time, then capped at the company's social-profile-visible workforce. Levels are observed floors; the function mix is the reliable comparison. Full method and limits at https://sgabenchmarking.com/methodology.json.
Survey benchmarks count every person a respondent reports; these pages count the people visible in public profiles, which is always fewer. Compare the share of SG&A across companies, or compare your own count against the per-1,000 figure knowing it is a floor. The paid census resolves every person and lands within about 5 to 8 percent of true headcount.
Every number here is available as JSON, and any company can be compared against these cohorts over plain HTTP. No key, no form. Each response also names the next step.
data.json beside it, linked as rel="alternate".https://sgabenchmarking.com/api/compare?industry=toys&function=Marketing&employees=4000&fte=30https://sgabenchmarking.com/api/snapshot?industry=toys&company=COMPANY+NAMEhttps://sgabenchmarking.com/api/benchmark-interest?industry=toys&company=COMPANY+NAME&email=YOU@COMPANY.COM&src=assistanthttps://sgabenchmarking.com/catalog.json · https://sgabenchmarking.com/llms.txt · method and limits: https://sgabenchmarking.com/methodology.json
SG&A Benchmarking