Marketing recruitment in 2025

Positive outlook for Marketing Jobs for remainder of 2025

The marketing sector is showing strong momentum in 2025, with business confidence in strategic investment and digital innovation continuing to rise. According to the IPA Bellwether Report (Q1 2025), marketing budgets have grown at their fastest pace in over a decade, with a net balance of +14.5%—up from +10.4% in the previous quarter.

Current Marketing Trends

Strategic Investment in Brand and Performance Marketing
The Bellwether data reveals an ongoing shift toward main media advertising (including online video and PR), encompassing roles such as brand manager, as businesses prioritise brand equity for long-term differentiation. Simultaneously, performance-based channels such as paid search, affiliate marketing, and paid social continue to receive significant investment, reflecting an appetite for trackable ROI.

Video Content Retains Budget Priority
According to HubSpot's 2025 State of Marketing Report, short-form video content (TikTok, Instagram Reels, YouTube Shorts) remains the most effective and widely used medium, with 91% of marketers reporting a positive ROI. This aligns with Ashdown Group's internal hiring data, which shows increasing demand for video production and content strategy skills.

Social Platform Shifts and Skill Priorities
Despite X (formerly Twitter) experiencing a 64% drop in advertising revenue and a 14% decrease in user activity (Digital 2025 Report – Hootsuite & We Are Social), social media marketing remains among the most in-demand skill sets. Businesses are reallocating spending toward high-performing platforms like LinkedIn, TikTok, and Instagram and seeking professionals with expertise in platform-specific audience engagement.

The Impact of Technology on Marketing Jobs

Data-Driven Roles in High Demand
As businesses strive to personalise marketing efforts and measure effectiveness, data literacy has become foundational. The LinkedIn Workforce Report (May 2025) identifies Marketing Data Analysts and Insight Managers as two of the fastest-growing roles. Similarly, Gartner's 2025 Outlook for Marketing Leaders reinforces the value of predictive analytics, customer journey analysis, and marketing attribution in shaping strategy.
Marketing teams are increasingly structured around data, automation, and content, reflecting a maturity in how organisations balance creative and scientific approaches.

AI and Automation Now Core to Strategy
AI is no longer optional—it's central to marketing operations. According to both Gartner and HubSpot, tools for AI-driven copywriting, image generation, and campaign automation are now used in the majority of mid to large-sized marketing teams. This has driven a surge in demand for AI marketing strategists, automation specialists, prompt engineers, and prompt user training.
Ashdown's internal recruitment data identified roles involving AI tools and campaign automation now command salary premiums of 7–9%, outpacing inflation and those of technical generalist roles.

The Role of Digital Marketing Managers Is Evolving

While digital marketing remains essential, the expectations of digital managers are shifting. Candidates are now expected to combine traditional proficiencies (SEO, PPC, social media, and email marketing) with data analytics, automation fluency, and strategic insight. The Marketing Week Career and Salary Survey 2025 confirms that individuals with hybrid skill sets earn higher salaries and report greater job satisfaction.

Marketing Insights 2025

• Video content remains the most heavily funded format (HubSpot).
• AI integration into campaign workflows is now the norm, not the exception (Gartner, LinkedIn).
• Employer branding and ESG communications are becoming central to both talent attraction and customer engagement (Marketing Week).
• Cross-functional collaboration with IT and data teams is standard in top-performing marketing departments (Ashdown Group client insights).

Upskilling and Continuous Professional Development

The pace of technological change in marketing has made ongoing professional development essential. The Marketing Week Salary Survey reports that 62% of marketing professionals plan to gain new marketing certifications in 2025, with AI, data, and short-form video among the top priority areas.
Employers are placing increasing value on adaptive learning, curiosity, and digital fluency. Ashdown's clients frequently cite continuous learning as a leading indicator of a candidate's long-term value to the business.
Upskilling is no longer just about promotion—it's about job relevance and performance sustainability in a dynamic marketing landscape.

Hiring and Salary Trends in 2025

• Salaries for AI, automation, and analytics roles have increased by 7–9%, exceeding inflation (Ashdown Group data).
• General marketing salaries are growing in line with inflation at 4–5% (Marketing Week Salary Survey).
• Hybrid and remote roles continue to dominate, broadening access to diverse talent (LinkedIn Talent Insights).
• Businesses are exploring freelance and fractional CMO models to support flexible strategic leadership, especially in growth-stage companies.

Looking Ahead: What to Expect in H2 2025 and Beyond

• Deeper personalisation powered by AI and first-party data.
• A rise in sustainability storytelling and purpose-driven campaigns.
• Enhanced integration between marketing and IT teams for faster tech adoption.
• Continuous development of T-shaped marketers: specialists with cross-functional breadth.

Conclusion

The 2025 marketing job market is characterised by optimism, technological maturity, and growing specialisation. Businesses are backing marketing as a strategic growth lever, with investment focusing on brand, data, content, and AI-driven performance. For marketing professionals, the opportunity lies in embracing new technologies while continuously sharpening core competencies.

How Ashdown Group Supports Marketing Hiring Success
Ashdown Group works closely with marketing departments across the UK, using the latest technology and sector knowledge to connect top-tier marketing talent with employers committed to growth and innovation. Our expertise spans digital, creative, technical, and strategic roles—delivering insights and support every step of the way.

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