| A survey by Serasa Experian, the first and largest datatech in Brazil, shows that 60% of the marketing and advertising professionals identified in the company's base in the country are women. The study was conducted through the Insights Hub, the company's Marketing Solutions platform, and identified 169,545 people with this type of occupation. “Understanding who are the marketing and advertising professionals mapped by our big data ecosystem is critical for companies seeking these talents, which have a relevant role in business strategies.The demographic, socioeconomic and behavioral reading helps companies in structuring more assertive strategies of attraction and retention, according to the profile of each professional”, says Fernanda Guglielmi, HR manager at Serasa Experian. Socioeconomic analysis indicates predominance of professionals of class B (50.3%), followed by class C (31.8%). Classes D and A represent 9.1% and 8.1%, respectively. See the details of the data in the chart below: |
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| Marketing and advertising professionals are predominantly in Sao Paulo Among the mapped marketing and advertising professionals, almost half (45.5%) are between 29 and 38 years old. Following, 29% are in the range of 39 to 48 years old and 13.7% between 18 and 28 years old. Check out the breakdown by age group in the chart below: |
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| Regarding the geographic distribution, Sao Paulo gathers 36% of professionals mapped by datatech. Parana appears with 9.7%, Santa Catarina with 5.6% and Rio Grande do Sul with 5.5%. |
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| “Aage distribution allows us to realize that marketing and advertising professionals are at different times of the professional trajectory. Age can be an indication of professionals in the beginning or consolidation of career and even more experienced profiles, inference that can offer, based on the objective of the recruiter, relevant inputs for companies seeking to attract and retain these professionals”, concludes Fernanda. |
Women represent 60% of marketing and advertising professionals, says Serasa Experian
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