Market data
Startup executive salary benchmarks, UK 2026.
Salary ranges, equity benchmarks, and fractional day rates for the four senior roles consumer startups make most often, from seed to Series B. Useful for founders setting a budget and operators understanding their market rate. If you are about to make one of these hires, here is how I run a search.
Built from the Robert Walters, Hays and Michael Page 2026 guides and my own searches. London ranges. Indicative only.
| Role | Full-time, seed | Full-time, Series A | Full-time, Series B | Day rate, seed | Day rate, Series A |
|---|---|---|---|---|---|
| Startup CFO salary → | £80,000 - £120,000 | £120,000 - £160,000 | £160,000 - £220,000 | £500 – £1,200 | £700 – £1,500 |
| CMO → | £75,000 - £110,000 | £110,000 - £150,000 | £150,000 - £185,000 | £450 – £1,000 | £600 – £1,300 |
| HoC → | £55,000 - £80,000 | £75,000 - £110,000 | £110,000 - £145,000 | £350 – £750 | £450 – £900 |
| COO → | £80,000 - £120,000 | £110,000 - £160,000 | £135,000 - £190,000 | £500 – £1,100 | £700 – £1,400 |
Full-time figures are annual base salary plus equity. Day rates assume one to two days a week, outside IR35. By Series B most of these hires are full-time, so there are no Series B day rates. Each role page has the monthly equivalents, equity ranges, notice periods and an interview guide.
Chief Financial Officer
Finance leadership, investor relations, unit economics, fundraising readiness.
View CFO benchmarks →
Full-time, seed to Series B
£80,000 - £220,000
Chief Marketing Officer
Acquisition, retention, brand building, performance marketing, growth strategy.
View CMO benchmarks →
Full-time, seed to Series B
£75,000 - £185,000
Head of Customer
Post-purchase experience, onboarding, churn reduction, retention programmes, NPS.
View HoC benchmarks →
Full-time, seed to Series B
£55,000 - £145,000
Chief Operating Officer
Operational infrastructure, supply chain, team scaling, process, cross-functional delivery.
View COO benchmarks →
Full-time, seed to Series B
£80,000 - £190,000
| Role | Seed | Series A | Series B | Note |
|---|---|---|---|---|
| Chief Financial Officer | 0.75% - 2.0% | 0.4% - 1.0% | 0.25% - 0.75% | Higher at seed when joining pre-revenue or taking a below-market salary. |
| Chief Marketing Officer | 0.5% - 1.25% | 0.2% - 0.75% | 0.15% - 0.5% | Consumer CMOs with proven DTC or subscription experience command the upper end. |
| Head of Customer | 0.3% - 1.0% | 0.15% - 0.5% | 0.1% - 0.3% | Often underequitised relative to impact. Stronger in subscription businesses where retention is central to the model. |
| Chief Operating Officer | 0.75% - 2.0% | 0.4% - 1.0% | 0.25% - 0.75% | Varies significantly with scope. A COO who is effectively a co-founder or number two may negotiate founder-level equity. |
Equity figures represent percentage of fully diluted share capital on grant. Actual allocation depends on vesting schedule (typically 4 years, 1-year cliff), option scheme structure, and valuation at time of hire.
| Role | Full-time | Fractional |
|---|---|---|
| CFO | 3 - 6 months | 2 - 4 weeks |
| CMO | 3 - 6 months | 2 - 4 weeks |
| Head of Customer | 1 - 3 months | 1 - 2 weeks |
| COO | 3 - 6 months | 2 - 4 weeks |
Notice periods affect your search timeline. Factor in 4-8 weeks for a typical hiring process on top of notice. Senior candidates at large companies may have 6-month notice clauses - garden leave is sometimes negotiable.
Not sure what's right for your situation?
These ranges are a starting point. The right offer depends on your sector, your runway, and what you're asking the hire to do. Email me and I'll give you an honest view, whether you're a founder setting a budget or a candidate benchmarking your rate.