Which leadership roles are on the up in London’s Series B scaleups, and which are fading out? Here’s what’s showing up in the market this year.
This year’s hiring patterns tell a clear story about where demand is growing, where it’s flatlining and where some jobs are starting to vanish altogether.
The table below gives a snapshot of how different leadership positions are faring in the current market.
Roles on the move
| Increased | Staying the Same | Decreased | Disappearing |
| CTO | CEO | COO | CMO |
| CFO | VP marketing | Chief people officer | |
| CRO | VP people | ||
| CPO |
Why fewer marketing, ops and people roles?
Two main forces are driving this trend. The first is the widespread adoption of AI, which is streamlining work that once required bigger teams. The second is a change in how these companies are run. The high-speed hiring sprees of a few years ago have been replaced by more careful growth. Teams are leaner, automation is taking on more of the load, and there are fewer layers of management.
Sectors paying the most
US software companies, B2B fintech and enterprise AI firms are still setting the pace on pay at Series B level. The pattern we’ve seen for years continues: US-headquartered firms generally offer higher salaries than their European counterparts, reflecting the larger investment rounds and more aggressive talent competition in the US market.
London premium vs remote discounts
Location still makes a difference to what you earn. London-based leaders command a premium to help offset the cost of living in the capital. On the other hand, those working fully remotely from lower-cost locations can expect salaries to be adjusted down.
Beyond the base salary
The bigger payouts often come from equity, shares or bonuses tied to events like trade sales. Late-stage VC-backed businesses can be a sweet spot – offering solid base pay with a realistic shot at an equity win, even if the percentage is smaller than in earlier-stage companies.
Hiring patterns
Most leadership hiring at Series B right now is replacement rather than expansion – a straightforward ‘one in, one out’ approach. The UK also has fewer Series B companies than in recent years, even though the average round size has grown.
This combination means there’s less volume in the market but still strong competition for the right candidates when roles do open up.
What the numbers represent
The salaries we’re talking about here are mid-range, not the top one per cent. C-suite pay can reach £350,000, but that’s reserved for a small group of roles at the upper end of the market.
Founders often choose to take less salary in exchange for more equity, while incoming CEOs replacing founders tend to receive a higher base with a smaller stock package.
For VP-level roles like marketing and people, the salary range is wide. In theory, top positions can approach £200,000, but an oversupply of talent means the averages stay well below that figure.
The takeaway
Some leadership roles are climbing in value, while others are slipping or disappearing altogether. If you’re aiming for a premium salary in 2025, 2026 or 2027, it’s worth asking whether your skills match the roles that are most in demand.
For some executives, that may mean upskilling in technology or product-focused areas. For others, it may be about finding the right sector fit in markets like US software, fintech or enterprise AI.
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