The Challenges Behind “Hard to Fill” Marketing Roles
Hard to fill” is one of the most common phrases used in marketing hiring.
It shows up in intake meetings, hiring briefs, and internal conversations when a role has been open longer than expected or hasn’t attracted the right level of talent.
But in many cases, the challenge isn’t simply a lack of candidates. Instead, it reflects a set of underlying complexities sitting behind the brief itself – challenges that are often not fully addressed before the role goes to market.
After years working in global marketing hiring, I’ve seen a consistent pattern: when a role is labelled “hard to fill”, there are usually a handful of structural issues driving that perception.
Too much scope within a single role
One of the most common challenges is the level of scope attached to a single hire.
Many marketing roles are designed to solve multiple business needs at once, combining strategic leadership, hands-on execution, channel expertise, and team management into one position. While this can appear efficient, it often creates a level of complexity that significantly narrows the pool of suitable candidates.
Candidates tend to fall into clear strengths: some are highly strategic, others deeply executional, and some specialise in specific channels or stages of growth. Expecting one individual to operate seamlessly across all of these areas can make the role difficult to define and even harder to fill.
A lack of clarity around success
Another key challenge sits in how success is defined.
Job titles such as “Head of Growth” or “Marketing Lead” can mean very different things depending on the organisation. Without clear alignment between stakeholders on what the role is ultimately responsible for, whether that’s revenue growth, brand development, lead generation, or market expansion, the brief can quickly become ambiguous.
For candidates, this lack of clarity often signals risk. It becomes harder to understand expectations, measure impact, and assess whether the role is the right fit. As a result, processes can slow down, and decision-making becomes more difficult on both sides.
Misalignment between expectations and budget
One of the more subtle but significant challenges is the gap between expectations and investment.
Many businesses aim to hire senior, high-impact marketing talent but operate within a budget that aligns more closely with mid-level profiles. This disconnect naturally limits the available talent pool and can lead to prolonged hiring timelines.
Experienced candidates are typically well aware of their market value, particularly in competitive areas of marketing. When there is a mismatch between the level of responsibility and the compensation on offer, it becomes increasingly difficult to secure the right hire.
Evolving briefs during the hiring process
It is also very common for roles to evolve once the hiring process is underway.
As candidates are interviewed, new insights emerge, whether that’s a shift in priorities, a reassessment of team structure, or a clearer understanding of the skills required. While this evolution is often necessary, it can introduce delays and create inconsistencies in how the role is positioned.
From the outside, this may appear to be a talent issue. In reality, it is often a reflection of internal alignment still taking shape.
Highly specific and sometimes unrealistic requirements
Finally, many roles are built around a highly specific vision of the “ideal” candidate.
This often includes a combination of startup experience, large-scale brand exposure, deep channel expertise, and leadership capability. While these profiles do exist, they are rare and typically have a wide range of opportunities available to them.
When too many criteria are treated as essential rather than flexible, strong candidates who could deliver real impact are often overlooked.
Moving from challenge to clarity
What stands out across the most effective hiring processes is not necessarily access to more talent, but a higher level of clarity from the outset.
This includes a clear definition of success, alignment between stakeholders before the role goes to market, and a realistic understanding of scope and priorities. When these elements are in place, roles become significantly easier to position and ultimately, easier to fill.
Final thought
“Hard to fill” marketing roles are rarely just about a shortage of talent.
More often, they reflect the complexity, ambiguity, and evolving nature of the brief itself. Recognising and addressing these challenges early can make a meaningful difference, not just to the hiring process, but to the long-term success of the role.
If you work in marketing, talent, or the creator economy, many of these challenges will likely feel familiar.
Reach out on [email protected] if you have any questions.
In the next edition of Behind the Brief, I’ll explore what the best marketing candidates consistently do differently and why they stand out in an increasingly competitive market.