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Marketing staff as a share of all employees
Across 126 named companies in 12 industries, the median is 2.25% % of employees, from 0.08% at Golden State Foods to 45.09% at JAKKS Pacific, Inc..
Definition
Counts people whose title places them in the function: an exact count for the org and a floor for the process, since someone in another function may perform part of it.
Also called: advertising, brand management, content marketing, customer experience, customer marketing, demand generation.
Building products manufacturers
Across 9 building products manufacturers, the median is 0.87% % of employees, from 0.29% at Masonite International to 3.13% at Simpson Strong-Tie.
Estimated: department tallies corrected by individually classified public job titles, as of July 2026. The building products benchmark.
| Company | Ticker | Marketing headcount | Employees | Revenue, $B | % of employees | Provenance |
|---|---|---|---|---|---|---|
| Masonite International | 29 | 10,000 | 2.83 | 0.29% | estimated | |
| James Hardie | JHX | 29 | 7,500 | 3.87 | 0.39% | estimated |
| JELD-WEN | JELD | 75 | 13,900 | 3.21 | 0.54% | estimated |
| Louisiana-Pacific | LPX | 34 | 4,300 | 2.71 | 0.79% | estimated |
| UFP Industries | UFPI | 120 | 13,800 | 6.32 | 0.87% | estimated |
| Gibraltar Industries | ROCK | 24 | 2,300 | 1.14 | 1.04% | estimated |
| The AZEK Company | 28 | 2,276 | 1.44 | 1.23% | estimated | |
| Trex Company | TREX | 39 | 1,839 | 1.18 | 2.12% | estimated |
| Simpson Strong-Tie | SSD | 94 | 3,000 | 2.33 | 3.13% | estimated |
Tool & industrial manufacturers
Across 7 tool & industrial manufacturers, the median is 2.04% % of employees, from 1.20% at Kennametal Inc. to 2.95% at Stanley Black & Decker.
Estimated: department tallies corrected by individually classified public job titles, as of July 2026. The tool & industrial benchmark.
| Company | Ticker | Marketing headcount | Employees | Revenue, $B | % of employees | Provenance |
|---|---|---|---|---|---|---|
| Kennametal Inc. | KMT | 97 | 8,100 | 1.97 | 1.20% | estimated |
| Snap-on Incorporated | SNA | 236 | 13,000 | 4.74 | 1.82% | estimated |
| Enerpac Tool Group | EPAC | 41 | 2,100 | 0.62 | 1.95% | estimated |
| Klein Tools | 51 | 2,500 | n/a | 2.04% | estimated | |
| Apex Tool Group | 110 | 5,300 | n/a | 2.08% | estimated | |
| IDEAL Industries | 62 | 2,502 | n/a | 2.48% | estimated | |
| Stanley Black & Decker | SWK | 1,282 | 43,500 | 15.10 | 2.95% | estimated |
Food & CPG companies
Across 13 food & CPG companies, the median is 4.17% % of employees, from 1.55% at Ingredion to 7.62% at The Clorox Company.
Estimated: department tallies corrected by individually classified public job titles, as of July 2026. The food & CPG benchmark.
| Company | Ticker | Marketing headcount | Employees | Revenue, $B | % of employees | Provenance |
|---|---|---|---|---|---|---|
| Ingredion | INGR | 174 | 11,200 | 7.20 | 1.55% | estimated |
| International Flavors & Fragrances | IFF | 382 | 21,500 | 10.89 | 1.78% | estimated |
| Hormel Foods | HRL | 377 | 20,000 | 12.10 | 1.88% | estimated |
| Mondelez International | MDLZ | 1,871 | 91,000 | 38.50 | 2.06% | estimated |
| Conagra Brands | CAG | 361 | 17,400 | 11.28 | 2.07% | estimated |
| McCormick & Company | MKC | 510 | 14,100 | 6.84 | 3.62% | estimated |
| The Hershey Company | HSY | 833 | 20,000 | 11.69 | 4.17% | estimated |
| The Campbell's Company | CPB | 590 | 13,700 | 10.25 | 4.31% | estimated |
| The Kraft Heinz Company | KHC | 2,024 | 35,000 | 25.00 | 5.78% | estimated |
| Church & Dwight | CHD | 369 | 5,550 | 6.20 | 6.65% | estimated |
| The J.M. Smucker Company | SJM | 540 | 8,000 | 9.10 | 6.75% | estimated |
| General Mills | GIS | 2,244 | 33,000 | 18.40 | 6.80% | estimated |
| The Clorox Company | CLX | 579 | 7,600 | 7.10 | 7.62% | estimated |
Toy & game companies
Across 9 toy & game companies, the median is 16.45% % of employees, from 5.46% at The LEGO Group to 45.09% at JAKKS Pacific, Inc..
Estimated: department tallies corrected by individually classified public job titles, as of August 2026. The toy & game benchmark.
| Company | Ticker | Marketing headcount | Employees | Revenue, $B | % of employees | Provenance |
|---|---|---|---|---|---|---|
| The LEGO Group | 1,803 | 33,000 | n/a | 5.46% | estimated | |
| Crayola LLC | 144 | 2,464 | n/a | 5.84% | estimated | |
| Mattel, Inc. | MAT | 2,035 | 31,000 | 5.35 | 6.56% | estimated |
| Funko, Inc. | FNKO | 121 | 1,104 | 0.91 | 10.96% | estimated |
| The Pokémon Company International | 438 | 2,663 | n/a | 16.45% | estimated | |
| MGA Entertainment, Inc. | 282 | 1,200 | n/a | 23.50% | estimated | |
| Spin Master Corp. | TOY.TO | 737 | 3,000 | n/a | 24.57% | estimated |
| Hasbro, Inc. | HAS | 1,451 | 4,520 | 4.70 | 32.10% | estimated |
| JAKKS Pacific, Inc. | JAKK | 294 | 652 | 0.57 | 45.09% | estimated |
Apparel & footwear companies
Across 12 apparel & footwear companies, the median is 5.70% % of employees, from 2.25% at Carter's, Inc. to 7.79% at VF Corporation.
Estimated: department tallies corrected by individually classified public job titles, as of August 2026. The apparel & footwear benchmark.
| Company | Ticker | Marketing headcount | Employees | Revenue, $B | % of employees | Provenance |
|---|---|---|---|---|---|---|
| Carter's, Inc. | CRI | 347 | 15,400 | 2.90 | 2.25% | estimated |
| lululemon athletica inc. | LULU | 1,258 | 39,000 | 11.10 | 3.23% | estimated |
| Oxford Industries, Inc. | OXM | 226 | 6,000 | 1.48 | 3.77% | estimated |
| Levi Strauss & Co. | LEVI | 897 | 19,000 | 6.28 | 4.72% | estimated |
| Under Armour, Inc. | UAA | 678 | 14,100 | 4.97 | 4.81% | estimated |
| PVH Corp. | PVH | 1,393 | 26,000 | 8.95 | 5.36% | estimated |
| Columbia Sportswear Company | COLM | 581 | 9,620 | 3.40 | 6.04% | estimated |
| Crocs, Inc. | CROX | 492 | 8,010 | 4.04 | 6.14% | estimated |
| Ralph Lauren Corporation | RL | 1,592 | 23,600 | 8.12 | 6.75% | estimated |
| Tapestry, Inc. | TPR | 1,309 | 19,000 | 8.00 | 6.89% | estimated |
| Deckers Outdoor Corporation | DECK | 437 | 6,000 | 5.47 | 7.28% | estimated |
| VF Corporation | VFC | 2,026 | 26,000 | 9.61 | 7.79% | estimated |
B2B software companies
Across 10 B2B software companies, the median is 5.89% % of employees, from 1.64% at Olo to 12.38% at Semrush.
Estimated: department tallies corrected by individually classified public job titles, as of August 2026. The B2B software benchmark.
| Company | Ticker | Marketing headcount | Employees | Revenue, $B | % of employees | Provenance |
|---|---|---|---|---|---|---|
| Olo | OLO | 15 | 915 | 0.28 | 1.64% | estimated |
| Zuora | ZUO | 31 | 1,200 | 0.43 | 2.58% | estimated |
| nCino | NCNO | 52 | 1,684 | 0.59 | 3.09% | estimated |
| BlackLine | BL | 92 | 1,850 | 0.70 | 4.97% | estimated |
| PagerDuty | PD | 66 | 1,155 | 0.49 | 5.71% | estimated |
| Yext | YEXT | 68 | 1,120 | 0.45 | 6.07% | estimated |
| Sprout Social | SPT | 90 | 1,362 | 0.46 | 6.61% | estimated |
| Domo | DOMO | 63 | 876 | 0.32 | 7.19% | estimated |
| Amplitude | AMPL | 70 | 795 | 0.34 | 8.81% | estimated |
| Semrush | SEMR | 194 | 1,567 | 0.44 | 12.38% | estimated |
Furniture & furnishings makers
Across 9 furniture & furnishings makers, the median is 2.25% % of employees, from 0.82% at Virco Manufacturing Corporation to 4.38% at Ethan Allen Interiors Inc..
Estimated: department tallies corrected by individually classified public job titles, as of September 2026. The furniture & furnishings benchmark.
| Company | Ticker | Marketing headcount | Employees | Revenue, $B | % of employees | Provenance |
|---|---|---|---|---|---|---|
| Virco Manufacturing Corporation | VIRC | 6 | 731 | 0.20 | 0.82% | estimated |
| Flexsteel Industries, Inc. | FLXS | 10 | 1,200 | 0.46 | 0.83% | estimated |
| La-Z-Boy Incorporated | LZB | 128 | 10,200 | 2.13 | 1.25% | estimated |
| MillerKnoll, Inc. | MLKN | 188 | 10,544 | 3.84 | 1.78% | estimated |
| Haworth | 180 | 8,000 | n/a | 2.25% | estimated | |
| Interface, Inc. | TILE | 91 | 3,570 | 1.39 | 2.55% | estimated |
| HNI Corporation | HNI | 603 | 18,500 | 5.64 | 3.26% | estimated |
| Bassett Furniture Industries | BSET | 46 | 1,194 | 0.34 | 3.85% | estimated |
| Ethan Allen Interiors Inc. | ETD | 134 | 3,062 | 0.58 | 4.38% | estimated |
Beverage companies
Across 12 beverage companies, the median is 4.88% % of employees, from 0.97% at Primo Brands Corporation to 22.38% at Celsius Holdings, Inc..
Estimated: department tallies corrected by individually classified public job titles, as of September 2026. The beverage benchmark.
| Company | Ticker | Marketing headcount | Employees | Revenue, $B | % of employees | Provenance |
|---|---|---|---|---|---|---|
| Primo Brands Corporation | PRMB | 116 | 12,000 | 6.66 | 0.97% | estimated |
| MGP Ingredients, Inc. | MGPI | 6 | 617 | 0.54 | 0.97% | estimated |
| National Beverage Corp. | FIZZ | 20 | 1,677 | 1.18 | 1.19% | estimated |
| Coca-Cola Consolidated, Inc. | COKE | 229 | 16,000 | 7.23 | 1.43% | estimated |
| Keurig Dr Pepper Inc. | KDP | 464 | 30,600 | 16.60 | 1.52% | estimated |
| Constellation Brands, Inc. | STZ | 449 | 9,400 | 9.14 | 4.78% | estimated |
| Molson Coors Beverage Company | TAP | 807 | 16,200 | 11.14 | 4.98% | estimated |
| The Boston Beer Company, Inc. | SAM | 239 | 2,736 | 2.09 | 8.74% | estimated |
| Brown-Forman Corporation | 571 | 4,900 | 3.93 | 11.65% | estimated | |
| Monster Beverage Corporation | MNST | 1,259 | 6,332 | 8.29 | 19.88% | estimated |
| The Vita Coco Company, Inc. | COCO | 74 | 336 | 0.61 | 22.02% | estimated |
| Celsius Holdings, Inc. | CELH | 335 | 1,497 | 2.52 | 22.38% | estimated |
Appliance & housewares makers
Across 10 appliance & housewares makers, the median is 11.05% % of employees, from 1.60% at Weber to 15.25% at SharkNinja, Inc..
Estimated: department tallies corrected by individually classified public job titles, as of September 2026. The appliance & housewares benchmark.
| Company | Ticker | Marketing headcount | Employees | Revenue, $B | % of employees | Provenance |
|---|---|---|---|---|---|---|
| Weber | WEBER | 69 | 4,302 | n/a | 1.60% | estimated |
| Whirlpool Corporation | WHR | 1,117 | 41,000 | 15.52 | 2.72% | estimated |
| Newell Brands Inc. | NWL | 994 | 21,900 | 7.20 | 4.54% | estimated |
| Hamilton Beach Brands Holding Company | HBB | 45 | 650 | 0.61 | 6.92% | estimated |
| Helen of Troy Limited | HELE | 204 | 1,854 | 1.79 | 11.00% | estimated |
| Spectrum Brands Holdings, Inc. | SPB | 333 | 3,000 | 2.81 | 11.10% | estimated |
| Cricut, Inc. | CRCT | 81 | 700 | 0.71 | 11.57% | estimated |
| YETI Holdings, Inc. | YETI | 175 | 1,390 | 1.87 | 12.59% | estimated |
| Traeger, Inc. | COOK | 56 | 433 | 0.56 | 12.93% | estimated |
| SharkNinja, Inc. | SN | 632 | 4,143 | 6.40 | 15.25% | estimated |
Coatings & specialty chemical makers
Across 13 coatings & specialty chemical makers, the median is 1.50% % of employees, from 0.45% at Quaker Houghton to 13.17% at WD-40 Company.
Estimated: department tallies corrected by individually classified public job titles, as of September 2026. The coatings & specialty chemical benchmark.
| Company | Ticker | Marketing headcount | Employees | Revenue, $B | % of employees | Provenance |
|---|---|---|---|---|---|---|
| Quaker Houghton | KWR | 21 | 4,700 | 1.89 | 0.45% | estimated |
| Innospec Inc. | IOSP | 15 | 2,450 | 1.78 | 0.61% | estimated |
| H.B. Fuller Company | FUL | 95 | 7,100 | 3.47 | 1.34% | estimated |
| Axalta Coating Systems Ltd. | AXTA | 164 | 12,200 | 5.12 | 1.34% | estimated |
| PPG Industries, Inc. | PPG | 641 | 43,500 | 15.88 | 1.47% | estimated |
| Avient Corporation | AVNT | 134 | 9,000 | 3.26 | 1.49% | estimated |
| Sensient Technologies Corporation | SXT | 61 | 4,070 | 1.61 | 1.50% | estimated |
| Cabot Corporation | CBT | 62 | 4,064 | 3.71 | 1.53% | estimated |
| RPM International Inc. | RPM | 274 | 17,546 | 7.86 | 1.56% | estimated |
| Ecolab Inc. | ECL | 915 | 48,000 | 16.08 | 1.91% | estimated |
| Ashland Inc. | ASH | 60 | 2,900 | 1.82 | 2.07% | estimated |
| The Sherwin-Williams Company | SHW | 1,401 | 64,249 | 23.57 | 2.18% | estimated |
| WD-40 Company | WDFC | 94 | 714 | 0.62 | 13.17% | estimated |
Packaging & container makers
Across 12 packaging & container makers, the median is 0.37% % of employees, from 0.15% at Crown Holdings, Inc. to 1.40% at Avery Dennison Corporation.
Estimated: department tallies corrected by individually classified public job titles, as of September 2026. The packaging & container benchmark.
| Company | Ticker | Marketing headcount | Employees | Revenue, $B | % of employees | Provenance |
|---|---|---|---|---|---|---|
| Crown Holdings, Inc. | CCK | 34 | 23,000 | 12.37 | 0.15% | estimated |
| Silgan Holdings Inc. | SLGN | 27 | 17,320 | 6.48 | 0.16% | estimated |
| Greif, Inc. | GEF | 39 | 12,000 | 4.29 | 0.33% | estimated |
| Sonoco Products Company | SON | 73 | 22,000 | 7.52 | 0.33% | estimated |
| Amcor plc | AMCR | 261 | 75,000 | 23.51 | 0.35% | estimated |
| O-I Glass, Inc. | OI | 69 | 19,000 | 6.43 | 0.36% | estimated |
| Packaging Corporation of America | PKG | 64 | 16,800 | 8.99 | 0.38% | estimated |
| AptarGroup, Inc. | ATR | 90 | 14,000 | 3.78 | 0.64% | estimated |
| Ball Corporation | BALL | 151 | 16,000 | 13.16 | 0.94% | estimated |
| Graphic Packaging Holding Company | GPK | 302 | 23,000 | 8.62 | 1.31% | estimated |
| Sealed Air Corporation | SEE | 220 | 16,100 | n/a | 1.37% | estimated |
| Avery Dennison Corporation | AVY | 489 | 35,000 | 8.86 | 1.40% | estimated |
Foodservice distribution distributors
Across 10 foodservice distribution distributors, the median is 0.83% % of employees, from 0.08% at Golden State Foods to 3.50% at Sysco Corporation.
Estimated: department tallies corrected by individually classified public job titles, as of September 2026. The foodservice distribution benchmark.
| Company | Ticker | Marketing headcount | Employees | Revenue, $B | % of employees | Provenance |
|---|---|---|---|---|---|---|
| Golden State Foods | 5 | 6,000 | n/a | 0.08% | estimated | |
| Shamrock Foods Company | 6 | 5,000 | n/a | 0.12% | estimated | |
| Performance Food Group Company | PFGC | 168 | 43,780 | 67.84 | 0.38% | estimated |
| The Chefs' Warehouse, Inc. | CHEF | 25 | 5,156 | 4.15 | 0.48% | estimated |
| Dot Foods | 49 | 6,300 | n/a | 0.78% | estimated | |
| Gordon Food Service | GFS | 195 | 22,000 | n/a | 0.89% | estimated |
| US Foods Holding Corp. | USFD | 358 | 30,000 | 39.42 | 1.19% | estimated |
| Ben E. Keith Company | 83 | 5,600 | n/a | 1.48% | estimated | |
| United Natural Foods, Inc. | UNFI | 520 | 25,600 | 31.78 | 2.03% | estimated |
| Sysco Corporation | SYY | 2,626 | 75,000 | 84.55 | 3.50% | estimated |
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