The Roles & Skills Exploding in the Market Right Now
The marketing recruitment market is shifting. But which roles and skills are businesses really investing in right now?
As someone working across marketing recruitment, I’m constantly speaking to hiring managers about the talent they’re looking for and candidates about where the opportunities are.
And there are some interesting trends emerging.
We’re seeing businesses rethink their marketing structures, invest in new capabilities and look for people who can deliver more than just the traditional marketing skill set.
So, which roles and skills are gaining momentum?
1. AI & Marketing Automation
AI is no longer just a nice-to-have conversation. It’s becoming part of how marketing teams operate.
We’re seeing growing interest in people who understand how to integrate AI into marketing workflows, improve efficiencies, automate processes and use technology to make smarter decisions.
Roles to watch:
- AI Marketing Specialists
- Marketing Automation Managers
- CRM & Lifecycle Marketing Managers
- Marketing Operations Specialists
2. Performance & Growth Marketing
With businesses under increasing pressure to demonstrate ROI, performance and growth-focused talent continues to be in demand.
It’s not just about generating traffic or running paid campaigns. Employers want people who understand the full customer journey, can interpret data and know how to turn insights into growth.
Roles to watch:
- Growth Marketing Managers
- Performance Marketing Managers
- Paid Social Specialists
- Acquisition Marketing Managers
3. Content & Social Media
Content is still king, but the expectations around it are changing.
Brands need more than someone who can post consistently. They’re looking for people who understand storytelling, platform behaviours, video-first content, creator partnerships and how to build communities.
The ability to create content that actually connects with an audience is becoming increasingly valuable.
Roles to watch:
- Content Strategists
- Social Media Managers
- Content Producers
- Creator & Influencer Marketing Managers
- Social Creative Specialists
4. Brand & Creative Strategy
As competition for consumer attention increases, businesses are recognising the importance of having a strong, distinctive brand.
We’re seeing continued value placed on people who can bring together brand positioning, creative thinking and commercial objectives.
It’s about creating brands people recognise, remember and connect with.
Roles to watch:
- Brand Managers
- Brand Strategists
- Creative Strategists
- Brand & Marketing Directors
5. Digital Experience, UX & Customer Journey
The customer experience doesn’t stop at the marketing campaign.
Businesses are increasingly focused on how customers interact with their brand across every touchpoint, from the first click to conversion and beyond.
This means digital, UX and customer experience skills are becoming increasingly relevant within wider marketing functions.
Roles to watch:
- UX/UI Designers
- Digital Experience Managers
- Customer Experience Managers
- CRO Specialists
- Digital Product Managers
My biggest takeaway?
The marketing function is becoming more connected.
We’re seeing less emphasis on hiring people who sit in a silo and more interest in individuals who understand how their specialism impacts the wider business.
Creativity needs commercial thinking. Content needs strategy. Digital needs customer understanding. And increasingly, everyone needs to understand how technology can make them better at what they do.
For candidates, it’s about understanding where your skills fit into this changing landscape.
For businesses, it’s about making sure you’re hiring for where your marketing function is heading, not just where it is today.
Over to you:
Which marketing roles or skills are you seeing the biggest demand for right now?
I’d love to hear what others are noticing.
Reach out to me at [email protected] if you’d like to continue the conversation.
To review the full Behind the Brief Series, where I have been sharing insights, conversations and trends from the world of marketing recruitment – click here