Marketing staff per 1,000 employees
Across 126 named companies in 12 industries, the median is 22.5 staff per 1,000 employees, from 0.8 at Golden State Foods to 450.9 at JAKKS Pacific, Inc.. Lean quartile 12.5, heavy quartile 65.6.
Quartiles. Lean quartile 12.5, heavy quartile 65.6 staff per 1,000 employees (lean = 25th percentile of staffing intensity (fewer people per unit), heavy = 75th).
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 8.7 staff per 1,000 employees, from 2.9 at Masonite International to 31.3 at Simpson Strong-Tie. Lean quartile 5.4, heavy quartile 12.3.
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 | Staff per 1,000 employees | Provenance |
|---|---|---|---|---|---|---|
| Masonite International | 29 | 10,000 | 2.83 | 2.9 | estimated | |
| James Hardie | JHX | 29 | 7,500 | 3.87 | 3.9 | estimated |
| JELD-WEN | JELD | 75 | 13,900 | 3.21 | 5.4 | estimated |
| Louisiana-Pacific | LPX | 34 | 4,300 | 2.71 | 7.9 | estimated |
| UFP Industries | UFPI | 120 | 13,800 | 6.32 | 8.7 | estimated |
| Gibraltar Industries | ROCK | 24 | 2,300 | 1.14 | 10.4 | estimated |
| The AZEK Company | 28 | 2,276 | 1.44 | 12.3 | estimated | |
| Trex Company | TREX | 39 | 1,839 | 1.18 | 21.2 | estimated |
| Simpson Strong-Tie | SSD | 94 | 3,000 | 2.33 | 31.3 | estimated |
Tool & industrial manufacturers
Across 7 tool & industrial manufacturers, the median is 20.4 staff per 1,000 employees, from 12.0 at Kennametal Inc. to 29.5 at Stanley Black & Decker. Quartiles are published at 8 or more companies; this cut has 7.
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 | Staff per 1,000 employees | Provenance |
|---|---|---|---|---|---|---|
| Kennametal Inc. | KMT | 97 | 8,100 | 1.97 | 12.0 | estimated |
| Snap-on Incorporated | SNA | 236 | 13,000 | 4.74 | 18.2 | estimated |
| Enerpac Tool Group | EPAC | 41 | 2,100 | 0.62 | 19.5 | estimated |
| Klein Tools | 51 | 2,500 | n/a | 20.4 | estimated | |
| Apex Tool Group | 110 | 5,300 | n/a | 20.8 | estimated | |
| IDEAL Industries | 62 | 2,502 | n/a | 24.8 | estimated | |
| Stanley Black & Decker | SWK | 1,282 | 43,500 | 15.10 | 29.5 | estimated |
Food & CPG companies
Across 13 food & CPG companies, the median is 41.6 staff per 1,000 employees, from 15.5 at Ingredion to 76.2 at The Clorox Company. Lean quartile 20.6, heavy quartile 66.5.
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 | Staff per 1,000 employees | Provenance |
|---|---|---|---|---|---|---|
| Ingredion | INGR | 174 | 11,200 | 7.20 | 15.5 | estimated |
| International Flavors & Fragrances | IFF | 382 | 21,500 | 10.89 | 17.8 | estimated |
| Hormel Foods | HRL | 377 | 20,000 | 12.10 | 18.8 | estimated |
| Mondelez International | MDLZ | 1,871 | 91,000 | 38.50 | 20.6 | estimated |
| Conagra Brands | CAG | 361 | 17,400 | 11.28 | 20.7 | estimated |
| McCormick & Company | MKC | 510 | 14,100 | 6.84 | 36.2 | estimated |
| The Hershey Company | HSY | 833 | 20,000 | 11.69 | 41.6 | estimated |
| The Campbell's Company | CPB | 590 | 13,700 | 10.25 | 43.1 | estimated |
| The Kraft Heinz Company | KHC | 2,024 | 35,000 | 25.00 | 57.8 | estimated |
| Church & Dwight | CHD | 369 | 5,550 | 6.20 | 66.5 | estimated |
| The J.M. Smucker Company | SJM | 540 | 8,000 | 9.10 | 67.5 | estimated |
| General Mills | GIS | 2,244 | 33,000 | 18.40 | 68.0 | estimated |
| The Clorox Company | CLX | 579 | 7,600 | 7.10 | 76.2 | estimated |
Toy & game companies
Across 9 toy & game companies, the median is 164.5 staff per 1,000 employees, from 54.6 at The LEGO Group to 450.9 at JAKKS Pacific, Inc.. Lean quartile 65.6, heavy quartile 245.7.
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 | Staff per 1,000 employees | Provenance |
|---|---|---|---|---|---|---|
| The LEGO Group | 1,803 | 33,000 | n/a | 54.6 | estimated | |
| Crayola LLC | 144 | 2,464 | n/a | 58.4 | estimated | |
| Mattel, Inc. | MAT | 2,035 | 31,000 | 5.35 | 65.6 | estimated |
| Funko, Inc. | FNKO | 121 | 1,104 | 0.91 | 109.6 | estimated |
| The Pokémon Company International | 438 | 2,663 | n/a | 164.5 | estimated | |
| MGA Entertainment, Inc. | 282 | 1,200 | n/a | 235.0 | estimated | |
| Spin Master Corp. | TOY.TO | 737 | 3,000 | n/a | 245.7 | estimated |
| Hasbro, Inc. | HAS | 1,451 | 4,520 | 4.70 | 321.0 | estimated |
| JAKKS Pacific, Inc. | JAKK | 294 | 652 | 0.57 | 450.9 | estimated |
Apparel & footwear companies
Across 12 apparel & footwear companies, the median is 57.0 staff per 1,000 employees, from 22.5 at Carter's, Inc. to 77.9 at VF Corporation. Lean quartile 42.4, heavy quartile 68.2.
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 | Staff per 1,000 employees | Provenance |
|---|---|---|---|---|---|---|
| Carter's, Inc. | CRI | 347 | 15,400 | 2.90 | 22.5 | estimated |
| lululemon athletica inc. | LULU | 1,258 | 39,000 | 11.10 | 32.3 | estimated |
| Oxford Industries, Inc. | OXM | 226 | 6,000 | 1.48 | 37.7 | estimated |
| Levi Strauss & Co. | LEVI | 897 | 19,000 | 6.28 | 47.2 | estimated |
| Under Armour, Inc. | UAA | 678 | 14,100 | 4.97 | 48.1 | estimated |
| PVH Corp. | PVH | 1,393 | 26,000 | 8.95 | 53.6 | estimated |
| Columbia Sportswear Company | COLM | 581 | 9,620 | 3.40 | 60.4 | estimated |
| Crocs, Inc. | CROX | 492 | 8,010 | 4.04 | 61.4 | estimated |
| Ralph Lauren Corporation | RL | 1,592 | 23,600 | 8.12 | 67.5 | estimated |
| Tapestry, Inc. | TPR | 1,309 | 19,000 | 8.00 | 68.9 | estimated |
| Deckers Outdoor Corporation | DECK | 437 | 6,000 | 5.47 | 72.8 | estimated |
| VF Corporation | VFC | 2,026 | 26,000 | 9.61 | 77.9 | estimated |
B2B software companies
Across 10 B2B software companies, the median is 58.9 staff per 1,000 employees, from 16.4 at Olo to 123.8 at Semrush. Lean quartile 30.9, heavy quartile 71.9.
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 | Staff per 1,000 employees | Provenance |
|---|---|---|---|---|---|---|
| Olo | OLO | 15 | 915 | 0.28 | 16.4 | estimated |
| Zuora | ZUO | 31 | 1,200 | 0.43 | 25.8 | estimated |
| nCino | NCNO | 52 | 1,684 | 0.59 | 30.9 | estimated |
| BlackLine | BL | 92 | 1,850 | 0.70 | 49.7 | estimated |
| PagerDuty | PD | 66 | 1,155 | 0.49 | 57.1 | estimated |
| Yext | YEXT | 68 | 1,120 | 0.45 | 60.7 | estimated |
| Sprout Social | SPT | 90 | 1,362 | 0.46 | 66.1 | estimated |
| Domo | DOMO | 63 | 876 | 0.32 | 71.9 | estimated |
| Amplitude | AMPL | 70 | 795 | 0.34 | 88.1 | estimated |
| Semrush | SEMR | 194 | 1,567 | 0.44 | 123.8 | estimated |
Furniture & furnishings makers
Across 9 furniture & furnishings makers, the median is 22.5 staff per 1,000 employees, from 8.2 at Virco Manufacturing Corporation to 43.8 at Ethan Allen Interiors Inc.. Lean quartile 12.5, heavy quartile 32.6.
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 | Staff per 1,000 employees | Provenance |
|---|---|---|---|---|---|---|
| Virco Manufacturing Corporation | VIRC | 6 | 731 | 0.20 | 8.2 | estimated |
| Flexsteel Industries, Inc. | FLXS | 10 | 1,200 | 0.46 | 8.3 | estimated |
| La-Z-Boy Incorporated | LZB | 128 | 10,200 | 2.13 | 12.5 | estimated |
| MillerKnoll, Inc. | MLKN | 188 | 10,544 | 3.84 | 17.8 | estimated |
| Haworth | 180 | 8,000 | n/a | 22.5 | estimated | |
| Interface, Inc. | TILE | 91 | 3,570 | 1.39 | 25.5 | estimated |
| HNI Corporation | HNI | 603 | 18,500 | 5.64 | 32.6 | estimated |
| Bassett Furniture Industries | BSET | 46 | 1,194 | 0.34 | 38.5 | estimated |
| Ethan Allen Interiors Inc. | ETD | 134 | 3,062 | 0.58 | 43.8 | estimated |
Beverage companies
Across 12 beverage companies, the median is 48.8 staff per 1,000 employees, from 9.7 at Primo Brands Corporation to 223.8 at Celsius Holdings, Inc.. Lean quartile 13.1, heavy quartile 157.7.
Estimated: department tallies corrected by individually classified public job titles, as of September 2026. The beverage benchmark.
| Company | Ticker | Marketing headcount | Employees | Revenue, $B | Staff per 1,000 employees | Provenance |
|---|---|---|---|---|---|---|
| Primo Brands Corporation | PRMB | 116 | 12,000 | 6.66 | 9.7 | estimated |
| MGP Ingredients, Inc. | MGPI | 6 | 617 | 0.54 | 9.7 | estimated |
| National Beverage Corp. | FIZZ | 20 | 1,677 | 1.18 | 11.9 | estimated |
| Coca-Cola Consolidated, Inc. | COKE | 229 | 16,000 | 7.23 | 14.3 | estimated |
| Keurig Dr Pepper Inc. | KDP | 464 | 30,600 | 16.60 | 15.2 | estimated |
| Constellation Brands, Inc. | STZ | 449 | 9,400 | 9.14 | 47.8 | estimated |
| Molson Coors Beverage Company | TAP | 807 | 16,200 | 11.14 | 49.8 | estimated |
| The Boston Beer Company, Inc. | SAM | 239 | 2,736 | 2.09 | 87.4 | estimated |
| Brown-Forman Corporation | 571 | 4,900 | 3.93 | 116.5 | estimated | |
| Monster Beverage Corporation | MNST | 1,259 | 6,332 | 8.29 | 198.8 | estimated |
| The Vita Coco Company, Inc. | COCO | 74 | 336 | 0.61 | 220.2 | estimated |
| Celsius Holdings, Inc. | CELH | 335 | 1,497 | 2.52 | 223.8 | estimated |
Appliance & housewares makers
Across 10 appliance & housewares makers, the median is 110.5 staff per 1,000 employees, from 16.0 at Weber to 152.5 at SharkNinja, Inc.. Lean quartile 45.4, heavy quartile 125.9.
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 | Staff per 1,000 employees | Provenance |
|---|---|---|---|---|---|---|
| Weber | WEBER | 69 | 4,302 | n/a | 16.0 | estimated |
| Whirlpool Corporation | WHR | 1,117 | 41,000 | 15.52 | 27.2 | estimated |
| Newell Brands Inc. | NWL | 994 | 21,900 | 7.20 | 45.4 | estimated |
| Hamilton Beach Brands Holding Company | HBB | 45 | 650 | 0.61 | 69.2 | estimated |
| Helen of Troy Limited | HELE | 204 | 1,854 | 1.79 | 110.0 | estimated |
| Spectrum Brands Holdings, Inc. | SPB | 333 | 3,000 | 2.81 | 111.0 | estimated |
| Cricut, Inc. | CRCT | 81 | 700 | 0.71 | 115.7 | estimated |
| YETI Holdings, Inc. | YETI | 175 | 1,390 | 1.87 | 125.9 | estimated |
| Traeger, Inc. | COOK | 56 | 433 | 0.56 | 129.3 | estimated |
| SharkNinja, Inc. | SN | 632 | 4,143 | 6.40 | 152.5 | estimated |
Coatings & specialty chemical makers
Across 13 coatings & specialty chemical makers, the median is 15.0 staff per 1,000 employees, from 4.5 at Quaker Houghton to 131.7 at WD-40 Company. Lean quartile 13.4, heavy quartile 19.1.
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 | Staff per 1,000 employees | Provenance |
|---|---|---|---|---|---|---|
| Quaker Houghton | KWR | 21 | 4,700 | 1.89 | 4.5 | estimated |
| Innospec Inc. | IOSP | 15 | 2,450 | 1.78 | 6.1 | estimated |
| H.B. Fuller Company | FUL | 95 | 7,100 | 3.47 | 13.4 | estimated |
| Axalta Coating Systems Ltd. | AXTA | 164 | 12,200 | 5.12 | 13.4 | estimated |
| PPG Industries, Inc. | PPG | 641 | 43,500 | 15.88 | 14.7 | estimated |
| Avient Corporation | AVNT | 134 | 9,000 | 3.26 | 14.9 | estimated |
| Sensient Technologies Corporation | SXT | 61 | 4,070 | 1.61 | 15.0 | estimated |
| Cabot Corporation | CBT | 62 | 4,064 | 3.71 | 15.3 | estimated |
| RPM International Inc. | RPM | 274 | 17,546 | 7.86 | 15.6 | estimated |
| Ecolab Inc. | ECL | 915 | 48,000 | 16.08 | 19.1 | estimated |
| Ashland Inc. | ASH | 60 | 2,900 | 1.82 | 20.7 | estimated |
| The Sherwin-Williams Company | SHW | 1,401 | 64,249 | 23.57 | 21.8 | estimated |
| WD-40 Company | WDFC | 94 | 714 | 0.62 | 131.7 | estimated |
Packaging & container makers
Across 12 packaging & container makers, the median is 3.7 staff per 1,000 employees, from 1.5 at Crown Holdings, Inc. to 14.0 at Avery Dennison Corporation. Lean quartile 3.3, heavy quartile 11.3.
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 | Staff per 1,000 employees | Provenance |
|---|---|---|---|---|---|---|
| Crown Holdings, Inc. | CCK | 34 | 23,000 | 12.37 | 1.5 | estimated |
| Silgan Holdings Inc. | SLGN | 27 | 17,320 | 6.48 | 1.6 | estimated |
| Greif, Inc. | GEF | 39 | 12,000 | 4.29 | 3.2 | estimated |
| Sonoco Products Company | SON | 73 | 22,000 | 7.52 | 3.3 | estimated |
| Amcor plc | AMCR | 261 | 75,000 | 23.51 | 3.5 | estimated |
| O-I Glass, Inc. | OI | 69 | 19,000 | 6.43 | 3.6 | estimated |
| Packaging Corporation of America | PKG | 64 | 16,800 | 8.99 | 3.8 | estimated |
| AptarGroup, Inc. | ATR | 90 | 14,000 | 3.78 | 6.4 | estimated |
| Ball Corporation | BALL | 151 | 16,000 | 13.16 | 9.4 | estimated |
| Graphic Packaging Holding Company | GPK | 302 | 23,000 | 8.62 | 13.1 | estimated |
| Sealed Air Corporation | SEE | 220 | 16,100 | n/a | 13.7 | estimated |
| Avery Dennison Corporation | AVY | 489 | 35,000 | 8.86 | 14.0 | estimated |
Foodservice distribution distributors
Across 10 foodservice distribution distributors, the median is 8.3 staff per 1,000 employees, from 0.8 at Golden State Foods to 35.0 at Sysco Corporation. Lean quartile 3.8, heavy quartile 14.8.
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 | Staff per 1,000 employees | Provenance |
|---|---|---|---|---|---|---|
| Golden State Foods | 5 | 6,000 | n/a | 0.8 | estimated | |
| Shamrock Foods Company | 6 | 5,000 | n/a | 1.2 | estimated | |
| Performance Food Group Company | PFGC | 168 | 43,780 | 67.84 | 3.8 | estimated |
| The Chefs' Warehouse, Inc. | CHEF | 25 | 5,156 | 4.15 | 4.8 | estimated |
| Dot Foods | 49 | 6,300 | n/a | 7.8 | estimated | |
| Gordon Food Service | GFS | 195 | 22,000 | n/a | 8.9 | estimated |
| US Foods Holding Corp. | USFD | 358 | 30,000 | 39.42 | 11.9 | estimated |
| Ben E. Keith Company | 83 | 5,600 | n/a | 14.8 | estimated | |
| United Natural Foods, Inc. | UNFI | 520 | 25,600 | 31.78 | 20.3 | estimated |
| Sysco Corporation | SYY | 2,626 | 75,000 | 84.55 | 35.0 | estimated |
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