Digital, data-driven marketing skills remain a priority as companies invest in growth strategies. Discover which roles are hot, the latest salary insights, and how employers are attracting creative and analytical talent.

Marketing Talent Trends H2 2025

High Competition

Marketing is still a tough market with no salary inflation and high competition for roles. Companies are increasingly focused on combining creative roles with data/analytics, automation, and AI fluency. Outcome and performance marketing are in demand, with SEO, PPC, and CRM continually featuring as required skills.

Emerging Skills

AI and short-form video are the leading new skills sought. These skills are becoming essential as companies look to innovate and stay competitive in a rapidly evolving digital landscape.

Work Environment

Hybrid working remains the norm, with a maximum of three days in the office per week. Companies demanding five days in the office struggle to attract talent, effectively ruling out 80-90% of candidates.