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Marketing Head Quits After 40% Pay Is Tied to KPIs as Company Pleads for Him to Stay

The case underscores how unilateral KPI-linked pay can rupture trust in a family-run firm with tight budgets.

Overview

  • The senior marketer says HR shifted 40% of his salary to variable, KPI-based pay without consultation, triggering an October payout of only about 70% of his take-home.
  • Targets he called unrealistic included 5% monthly Instagram follower growth, a quarterly five-point rise in stock-at-hand, and 32 on-ground events per month.
  • He resigned the next day, rejected management’s promise to reverse the pay changes, and says he will serve a two-month notice instead of staying.
  • He claims the National Sales Head had recently quit for similar reasons and that the company is struggling to find a replacement.
  • He says he has an FMCG offer for a Category Manager role with roughly a 20% salary hike, and media reports note the account stems from a Reddit post that has not been independently verified.