Marketing Salary Guide 2026
Latest salary trends and data analysis
Marketing hiring remains cautious through 2026 as organisations prioritise measurable impact and efficiency. Demand is strongest for data, CRM, analytics, and performance skills, while generalist roles face slower salary growth.
Explore salaries for marketing roles in your region.
| Role Category | Title | Region | Lower Quartile | Median | Upper Quartile | |
|---|---|---|---|---|---|---|
| CMO | CMO | National Average | £100,757 | £122,661 | £170,849 | |
| CMO | CMO | London | £115,000 | 140,000 | 195,000 | |
| CMO | CMO | SouthEast | £106,481 | £129,630 | £180,556 | |
| CMO | CMO | SouthWest | £99,138 | £120,690 | £168,103 | |
| CMO | CMO | EastEast | £102,679 | £125,000 | £174,107 | |
| CMO | CMO | WestMidlands | £100,000 | £121,739 | £169,565 | |
| CMO | CMO | EastMidlands | £100,000 | £121,739 | £169,565 | |
| CMO | CMO | Yorkshire | £96,639 | £117,647 | £163,866 | |
| CMO | CMO | NorthEast | £95,833 | £116,667 | £162,500 | |
| CMO | CMO | NorthWest | £96,639 | £117,647 | £163,866 | |
| CMO | CMO | Scotland | £100,877 | £122,807 | £171,053 | |
| CMO | CMO | Wales | £95,041 | £115,702 | £161,157 | |
| MarketingDirector | Marketing Director | National Average | £91,996 | £100,757 | £140,184 | |
| MarketingDirector | Marketing Director | London | £105,000 | £115,000 | £160,000 | |
| MarketingDirector | Marketing Director | SouthEast | £97,222 | £106,481 | £148,148 | |
| MarketingDirector | Marketing Director | SouthWest | £90,517 | £99,138 | £137,931 | |
| MarketingDirector | Marketing Director | EastEast | £93,750 | £102,679 | £142,857 | |
| MarketingDirector | Marketing Director | WestMidlands | £91,304 | £100,000 | £139,130 | |
| MarketingDirector | Marketing Director | EastMidlands | £91,304 | £100,000 | £139,130 | |
| MarketingDirector | Marketing Director | Yorkshire | £88,235 | £96,639 | £134,454 | |
| MarketingDirector | Marketing Director | NorthEast | £87,500 | £95,833 | £133,333 | |
| MarketingDirector | Marketing Director | NorthWest | £88,235 | £96,639 | £134,454 | |
| MarketingDirector | Marketing Director | Scotland | £92,105 | £100,877 | £140,351 | |
| MarketingDirector | Marketing Director | Wales | £86,777 | £95,041 | £132,231 | |
| HeadofMarketing | Head of Marketing | National Average | £74,473 | £87,615 | £105,138 | |
| HeadofMarketing | Head of Marketing | London | £85,000 | £100,000 | £120,000 | |
| HeadofMarketing | Head of Marketing | SouthEast | £78,704 | £92,593 | £111,111 | |
| HeadofMarketing | Head of Marketing | SouthWest | £73,276 | £86,207 | £103,448 | |
| HeadofMarketing | Head of Marketing | EastEast | £75,893 | £89,286 | £107,143 | |
| HeadofMarketing | Head of Marketing | WestMidlands | £73,913 | £86,957 | £104,348 | |
| HeadofMarketing | Head of Marketing | EastMidlands | £73,913 | £86,957 | £104,348 | |
| HeadofMarketing | Head of Marketing | Yorkshire | £71,429 | £84,034 | £100,840 | |
| HeadofMarketing | Head of Marketing | NorthEast | £70,833 | £83,333 | £100,000 | |
| HeadofMarketing | Head of Marketing | NorthWest | £71,429 | £84,034 | £100,840 | |
| HeadofMarketing | Head of Marketing | Scotland | £74,561 | £87,719 | £105,263 | |
| HeadofMarketing | Head of Marketing | Wales | £70,248 | £82,645 | £99,174 | |
| HeadofDigitalMarketing | Head of Digital Marketing | National Average | £74,473 | £87,615 | £105,138 | |
| HeadofDigitalMarketing | Head of Digital Marketing | London | £85,000 | £100,000 | £120,000 | |
| HeadofDigitalMarketing | Head of Digital Marketing | SouthEast | £78,704 | £92,593 | £111,111 | |
| HeadofDigitalMarketing | Head of Digital Marketing | SouthWest | £73,276 | £86,207 | £103,448 | |
| HeadofDigitalMarketing | Head of Digital Marketing | EastEast | £75,893 | £89,286 | £107,143 | |
| HeadofDigitalMarketing | Head of Digital Marketing | WestMidlands | £73,913 | £86,957 | £104,348 | |
| HeadofDigitalMarketing | Head of Digital Marketing | EastMidlands | £73,913 | £86,957 | £104,348 | |
| HeadofDigitalMarketing | Head of Digital Marketing | Yorkshire | £71,429 | £84,034 | £100,840 | |
| HeadofDigitalMarketing | Head of Digital Marketing | NorthEast | £70,833 | £83,333 | £100,000 | |
| HeadofDigitalMarketing | Head of Digital Marketing | NorthWest | £71,429 | £84,034 | £100,840 | |
| HeadofDigitalMarketing | Head of Digital Marketing | Scotland | £74,561 | £87,719 | £105,263 | |
| HeadofDigitalMarketing | Head of Digital Marketing | Wales | £70,248 | £82,645 | £99,174 | |
| SeniorMarketingManager | Senior Marketing Manager | National Average | £52,569 | £61,330 | £74,473 | |
| SeniorMarketingManager | Senior Marketing Manager | London | £60,000 | £70,000 | £85,000 | |
| SeniorMarketingManager | Senior Marketing Manager | SouthEast | £55,556 | £64,815 | £78,704 | |
| SeniorMarketingManager | Senior Marketing Manager | SouthWest | £51,724 | £60,345 | £73,276 | |
| SeniorMarketingManager | Senior Marketing Manager | EastEast | £53,571 | £62,500 | £75,893 | |
| SeniorMarketingManager | Senior Marketing Manager | WestMidlands | £52,174 | £60,870 | £73,913 | |
| SeniorMarketingManager | Senior Marketing Manager | EastMidlands | £52,174 | £60,870 | £73,913 | |
| SeniorMarketingManager | Senior Marketing Manager | Yorkshire | £50,420 | £58,824 | £71,429 | |
| SeniorMarketingManager | Senior Marketing Manager | NorthEast | £50,000 | £58,333 | £70,833 | |
| SeniorMarketingManager | Senior Marketing Manager | NorthWest | £50,420 | £58,824 | £71,429 | |
| SeniorMarketingManager | Senior Marketing Manager | Scotland | £52,632 | £61,404 | £74,561 | |
| SeniorMarketingManager | Senior Marketing Manager | Wales | £49,587 | £57,851 | £70,248 | |
| MarketingManagerashdown | Marketing Manager | National Average | £48,188 | £56,950 | £65,711 | |
| MarketingManagerashdown | Marketing Manager | London | £55,000 | £65,000 | £75,000 | |
| MarketingManagerashdown | Marketing Manager | SouthEast | £50,926 | £60,185 | £69,444 | |
| MarketingManagerashdown | Marketing Manager | SouthWest | £47,414 | £56,034 | £64,655 | |
| MarketingManagerashdown | Marketing Manager | EastEast | £49,107 | £58,036 | £66,964 | |
| MarketingManagerashdown | Marketing Manager | WestMidlands | £47,826 | £56,522 | £65,217 | |
| MarketingManagerashdown | Marketing Manager | EastMidlands | £47,826 | £56,522 | £65,217 | |
| MarketingManagerashdown | Marketing Manager | Yorkshire | £46,218 | £54,622 | £63,025 | |
| MarketingManagerashdown | Marketing Manager | NorthEast | £45,833 | £54,167 | £62,500 | |
| MarketingManagerashdown | Marketing Manager | NorthWest | £46,218 | £54,622 | £63,025 | |
| MarketingManagerashdown | Marketing Manager | Scotland | £48,246 | £57,018 | £65,789 | |
| MarketingManagerashdown | Marketing Manager | Wales | £45,455 | £53,719 | £61,983 | |
| DigitalMarketingManager | Digital Marketing Manager | National Average | £48,188 | £56,950 | £65,711 | |
| DigitalMarketingManager | Digital Marketing Manager | London | £55,000 | £65,000 | £75,000 | |
| DigitalMarketingManager | Digital Marketing Manager | SouthEast | £50,926 | £60,185 | £69,444 | |
| DigitalMarketingManager | Digital Marketing Manager | SouthWest | £47,414 | £56,034 | £64,655 | |
| DigitalMarketingManager | Digital Marketing Manager | EastEast | £49,107 | £58,036 | £66,964 | |
| DigitalMarketingManager | Digital Marketing Manager | WestMidlands | £47,826 | £56,522 | £65,217 | |
| DigitalMarketingManager | Digital Marketing Manager | EastMidlands | £47,826 | £56,522 | £65,217 | |
| DigitalMarketingManager | Digital Marketing Manager | Yorkshire | £46,218 | £54,622 | £63,025 | |
| DigitalMarketingManager | Digital Marketing Manager | NorthEast | £45,833 | £54,167 | £62,500 | |
| DigitalMarketingManager | Digital Marketing Manager | NorthWest | £46,218 | £54,622 | £63,025 | |
| DigitalMarketingManager | Digital Marketing Manager | Scotland | £48,246 | £57,018 | £65,789 | |
| DigitalMarketingManager | Digital Marketing Manager | Wales | £45,455 | £53,719 | £61,983 | |
| SeniorMarketingExecutive | Senior Marketing Executive | National Average | £35,046 | £39,427 | £43,807 | |
| SeniorMarketingExecutive | Senior Marketing Executive | London | £40,000 | £45,000 | £50,000 | |
| SeniorMarketingExecutive | Senior Marketing Executive | SouthEast | £37,037 | £41,667 | £46,296 | |
| SeniorMarketingExecutive | Senior Marketing Executive | SouthWest | £34,483 | £38,793 | £43,103 | |
| SeniorMarketingExecutive | Senior Marketing Executive | EastEast | £35,714 | £40,179 | £44,643 | |
| SeniorMarketingExecutive | Senior Marketing Executive | WestMidlands | £34,783 | £39,130 | £43,478 | |
| SeniorMarketingExecutive | Senior Marketing Executive | EastMidlands | £34,783 | £39,130 | £43,478 | |
| SeniorMarketingExecutive | Senior Marketing Executive | Yorkshire | £33,613 | £37,815 | £42,017 | |
| SeniorMarketingExecutive | Senior Marketing Executive | NorthEast | £33,333 | £37,500 | £41,667 | |
| SeniorMarketingExecutive | Senior Marketing Executive | NorthWest | £33,613 | £37,815 | £42,017 | |
| SeniorMarketingExecutive | Senior Marketing Executive | Scotland | £35,088 | £39,474 | £43,860 | |
| SeniorMarketingExecutive | Senior Marketing Executive | Wales | £33,058 | £37,190 | £41,322 | |
| MarketingExecutiveAshdown | Marketing Executive | National Average | £30,665 | £35,046 | £42,055 | |
| MarketingExecutiveAshdown | Marketing Executive | London | £35,000 | £40,000 | £48,000 | |
| MarketingExecutiveAshdown | Marketing Executive | SouthEast | £32,407 | £37,037 | £44,444 | |
| MarketingExecutiveAshdown | Marketing Executive | SouthWest | £30,172 | £34,483 | £41,379 | |
| MarketingExecutiveAshdown | Marketing Executive | EastEast | £31,250 | £35,714 | £42,857 | |
| MarketingExecutiveAshdown | Marketing Executive | WestMidlands | £30,435 | £34,783 | £41,739 | |
| MarketingExecutiveAshdown | Marketing Executive | EastMidlands | £30,435 | £34,783 | £41,739 | |
| MarketingExecutiveAshdown | Marketing Executive | Yorkshire | £29,412 | £33,613 | £40,336 | |
| MarketingExecutiveAshdown | Marketing Executive | NorthEast | £29,167 | £33,333 | £40,000 | |
| MarketingExecutiveAshdown | Marketing Executive | NorthWest | £29,412 | £33,613 | £40,336 | |
| MarketingExecutiveAshdown | Marketing Executive | Scotland | £30,702 | £35,088 | £42,105 | |
| MarketingExecutiveAshdown | Marketing Executive | Wales | £28,926 | £33,058 | £39,669 | |
| DigitalMarketingExecutive | Digital Marketing Executive | National Average | £30,665 | £35,046 | £42,055 | |
| DigitalMarketingExecutive | Digital Marketing Executive | London | £35,000 | £40,000 | £48,000 | |
| DigitalMarketingExecutive | Digital Marketing Executive | SouthEast | £32,407 | £37,037 | £44,444 | |
| DigitalMarketingExecutive | Digital Marketing Executive | SouthWest | £30,172 | £34,483 | £41,379 | |
| DigitalMarketingExecutive | Digital Marketing Executive | EastEast | £31,250 | £35,714 | £42,857 | |
| DigitalMarketingExecutive | Digital Marketing Executive | WestMidlands | £30,435 | £34,783 | £41,739 | |
| DigitalMarketingExecutive | Digital Marketing Executive | EastMidlands | £30,435 | £34,783 | £41,739 | |
| DigitalMarketingExecutive | Digital Marketing Executive | Yorkshire | £29,412 | £33,613 | £40,336 | |
| DigitalMarketingExecutive | Digital Marketing Executive | NorthEast | £29,167 | £33,333 | £40,000 | |
| DigitalMarketingExecutive | Digital Marketing Executive | NorthWest | £29,412 | £33,613 | £40,336 | |
| DigitalMarketingExecutive | Digital Marketing Executive | Scotland | £30,702 | £35,088 | £42,105 | |
| DigitalMarketingExecutive | Digital Marketing Executive | Wales | £28,926 | £33,058 | £39,669 | |
| MarketingAssistant | Marketing Assistant | National Average | £26,284 | £28,913 | £31,541 | |
| MarketingAssistant | Marketing Assistant | London | £30,000 | £33,000 | £36,000 | |
| MarketingAssistant | Marketing Assistant | SouthEast | £27,778 | £30,556 | £33,333 | |
| MarketingAssistant | Marketing Assistant | SouthWest | £25,862 | £28,448 | £31,034 | |
| MarketingAssistant | Marketing Assistant | EastEast | £26,786 | £29,464 | £32,143 | |
| MarketingAssistant | Marketing Assistant | WestMidlands | £26,087 | £28,696 | £31,304 | |
| MarketingAssistant | Marketing Assistant | EastMidlands | £26,087 | £28,696 | £31,304 | |
| MarketingAssistant | Marketing Assistant | Yorkshire | £25,210 | £27,731 | £30,252 | |
| MarketingAssistant | Marketing Assistant | NorthEast | £25,000 | £27,500 | £30,000 | |
| MarketingAssistant | Marketing Assistant | NorthWest | £25,210 | £27,731 | £30,252 | |
| MarketingAssistant | Marketing Assistant | Scotland | £26,316 | £28,947 | £31,579 | |
| MarketingAssistant | Marketing Assistant | Wales | £24,793 | £27,273 | £29,752 | |
| BrandManager | Brand Manager | National Average | £44,684 | £50,817 | £65,711 | |
| BrandManager | Brand Manager | London | £51,000 | £58,000 | £75,000 | |
| BrandManager | Brand Manager | SouthEast | £47,222 | £53,704 | £69,444 | |
| BrandManager | Brand Manager | SouthWest | £43,966 | £50,000 | £64,655 | |
| BrandManager | Brand Manager | EastEast | £45,536 | £51,786 | £66,964 | |
| BrandManager | Brand Manager | WestMidlands | £44,348 | £50,435 | £65,217 | |
| BrandManager | Brand Manager | EastMidlands | £44,348 | £50,435 | £65,217 | |
| BrandManager | Brand Manager | Yorkshire | £42,857 | £48,739 | £63,025 | |
| BrandManager | Brand Manager | NorthEast | £42,500 | £48,333 | £62,500 | |
| BrandManager | Brand Manager | NorthWest | £42,857 | £48,739 | £63,025 | |
| BrandManager | Brand Manager | Scotland | £44,737 | £50,877 | £65,789 | |
| BrandManager | Brand Manager | Wales | £42,149 | £47,934 | £61,983 | |
| CampaignsManager | Campaign Manager | National Average | £39,427 | £46,436 | £56,950 | |
| CampaignManager | Campaign Manager | London | £45,000 | £53,000 | £65,000 | |
| CampaignManager | Campaign Manager | SouthEast | £41,667 | £49,074 | £60,185 | |
| CampaignManager | Campaign Manager | SouthWest | £38,793 | £45,690 | £56,034 | |
| CampaignManager | Campaign Manager | EastEast | £40,179 | £47,321 | £58,036 | |
| CampaignManager | Campaign Manager | WestMidlands | £39,130 | £46,087 | £56,522 | |
| CampaignManager | Campaign Manager | EastMidlands | £39,130 | £46,087 | £56,522 | |
| CampaignManager | Campaign Manager | Yorkshire | £37,815 | £44,538 | £54,622 | |
| CampaignManager | Campaign Manager | NorthEast | £37,500 | £44,167 | £54,167 | |
| CampaignManager | Campaign Manager | NorthWest | £37,815 | £44,538 | £54,622 | |
| CampaignManager | Campaign Manager | Scotland | £39,474 | £46,491 | £57,018 | |
| CampaignManager | Campaign Manager | Wales | £37,190 | £43,802 | £53,719 | |
| CommunicationsManager | Communications Manager | National Average | £43,807 | £52,569 | £65,711 | |
| CommunicationsManager | Communications Manager | London | £50,000 | £60,000 | £75,000 | |
| CommunicationsManager | Communications Manager | SouthEast | £46,296 | £55,556 | £69,444 | |
| CommunicationsManager | Communications Manager | SouthWest | £43,103 | £51,724 | £64,655 | |
| CommunicationsManager | Communications Manager | EastEast | £44,643 | £53,571 | £66,964 | |
| CommunicationsManager | Communications Manager | WestMidlands | £43,478 | £52,174 | £65,217 | |
| CommunicationsManager | Communications Manager | EastMidlands | £43,478 | £52,174 | £65,217 | |
| CommunicationsManager | Communications Manager | Yorkshire | £42,017 | £50,420 | £63,025 | |
| CommunicationsManager | Communications Manager | NorthEast | £41,667 | £50,000 | £62,500 | |
| CommunicationsManager | Communications Manager | NorthWest | £42,017 | £50,420 | £63,025 | |
| CommunicationsManager | Communications Manager | Scotland | £43,860 | £52,632 | £65,789 | |
| CommunicationsManager | Communications Manager | Wales | £41,322 | £49,587 | £61,983 | |
| ContentManager | Content Manager | National Average | £35,046 | £42,055 | £52,569 | |
| ContentManager | Content Manager | London | £40,000 | £48,000 | £60,000 | |
| ContentManager | Content Manager | SouthEast | £37,037 | £44,444 | £55,556 | |
| ContentManager | Content Manager | SouthWest | £34,483 | £41,379 | £51,724 | |
| ContentManager | Content Manager | EastEast | £35,714 | £42,857 | £53,571 | |
| ContentManager | Content Manager | WestMidlands | £34,783 | £41,739 | £52,174 | |
| ContentManager | Content Manager | EastMidlands | £34,783 | £41,739 | £52,174 | |
| ContentManager | Content Manager | Yorkshire | £33,613 | £40,336 | £50,420 | |
| ContentManager | Content Manager | NorthEast | £33,333 | £40,000 | £50,000 | |
| ContentManager | Content Manager | NorthWest | £33,613 | £40,336 | £50,420 | |
| ContentManager | Content Manager | Scotland | £35,088 | £42,105 | £52,632 | |
| ContentManager | Content Manager | Wales | £33,058 | £39,669 | £49,587 | |
| UXManager | UX Manager | National Average | £56,950 | £70,092 | £78,853 | |
| UXManager | UX Manager | London | £65,000 | £80,000 | £90,000 | |
| UXManager | UX Manager | SouthEast | £60,185 | £74,074 | £83,333 | |
| UXManager | UX Manager | SouthWest | £56,034 | £68,966 | £77,586 | |
| UXManager | UX Manager | EastEast | £58,036 | £71,429 | £80,357 | |
| UXManager | UX Manager | WestMidlands | £56,522 | £69,565 | £78,261 | |
| UXManager | UX Manager | EastMidlands | £56,522 | £69,565 | £78,261 | |
| UXManager | UX Manager | Yorkshire | £54,622 | £67,227 | £75,630 | |
| UXManager | UX Manager | NorthEast | £54,167 | £66,667 | £75,000 | |
| UXManager | UX Manager | NorthWest | £54,622 | £67,227 | £75,630 | |
| UXManager | UX Manager | Scotland | £57,018 | £70,175 | £78,947 | |
| UXManager | UX Manager | Wales | £53,719 | £66,116 | £74,380 | |
| CRMManager | CRM Manager | National Average | £43,807 | £52,569 | £65,711 | |
| CRMManager | CRM Manager | London | £50,000 | £60,000 | £75,000 | |
| CRMManager | CRM Manager | SouthEast | £46,296 | £55,556 | £69,444 | |
| CRMManager | CRM Manager | SouthWest | £43,103 | £51,724 | £64,655 | |
| CRMManager | CRM Manager | EastEast | £44,643 | £53,571 | £66,964 | |
| CRMManager | CRM Manager | WestMidlands | £43,478 | £52,174 | £65,217 | |
| CRMManager | CRM Manager | EastMidlands | £43,478 | £52,174 | £65,217 | |
| CRMManager | CRM Manager | Yorkshire | £42,017 | £50,420 | £63,025 | |
| CRMManager | CRM Manager | NorthEast | £41,667 | £50,000 | £62,500 | |
| CRMManager | CRM Manager | NorthWest | £42,017 | £50,420 | £63,025 | |
| CRMManager | CRM Manager | Scotland | £43,860 | £52,632 | £65,789 | |
| CRMManager | CRM Manager | Wales | £41,322 | £49,587 | £61,983 | |
| CRMAnalyst | CRM Analyst | National Average | £30,665 | £42,055 | £48,188 | |
| CRMAnalyst | CRM Analyst | London | £35,000 | £48,000 | £55,000 | |
| CRMAnalyst | CRM Analyst | SouthEast | £32,407 | £44,444 | £50,926 | |
| CRMAnalyst | CRM Analyst | SouthWest | £30,172 | £41,379 | £47,414 | |
| CRMAnalyst | CRM Analyst | EastEast | £31,250 | £42,857 | £49,107 | |
| CRMAnalyst | CRM Analyst | WestMidlands | £30,435 | £41,739 | £47,826 | |
| CRMAnalyst | CRM Analyst | EastMidlands | £30,435 | £41,739 | £47,826 | |
| CRMAnalyst | CRM Analyst | Yorkshire | £29,412 | £40,336 | £46,218 | |
| CRMAnalyst | CRM Analyst | NorthEast | £29,167 | £40,000 | £45,833 | |
| CRMAnalyst | CRM Analyst | NorthWest | £29,412 | £40,336 | £46,218 | |
| CRMAnalyst | CRM Analyst | Scotland | £30,702 | £42,105 | £48,246 | |
| CRMAnalyst | CRM Analyst | Wales | £28,926 | £39,669 | £45,455 | |
| PPCManager | PPC Manager | National Average | £48,188 | £56,950 | £70,092 | |
| PPCManager | PPC Manager | London | £55,000 | £65,000 | £80,000 | |
| PPCManager | PPC Manager | SouthEast | £50,926 | £60,185 | £74,074 | |
| PPCManager | PPC Manager | SouthWest | £47,414 | £56,034 | £68,966 | |
| PPCManager | PPC Manager | EastEast | £49,107 | £58,036 | £71,429 | |
| PPCManager | PPC Manager | WestMidlands | £47,826 | £56,522 | £69,565 | |
| PPCManager | PPC Manager | EastMidlands | £47,826 | £56,522 | £69,565 | |
| PPCManager | PPC Manager | Yorkshire | £46,218 | £54,622 | £67,227 | |
| PPCManager | PPC Manager | NorthEast | £45,833 | £54,167 | £66,667 | |
| PPCManager | PPC Manager | NorthWest | £46,218 | £54,622 | £67,227 | |
| PPCManager | PPC Manager | Scotland | £48,246 | £57,018 | £70,175 | |
| PPCManager | PPC Manager | Wales | £45,455 | £53,719 | £66,116 | |
| PPCExecutive | PPC Executive | National Average | £30,665 | £39,427 | £43,807 | |
| PPCExecutive | PPC Executive | London | £35,000 | £45,000 | £50,000 | |
| PPCExecutive | PPC Executive | SouthEast | £32,407 | £41,667 | £46,296 | |
| PPCExecutive | PPC Executive | SouthWest | £30,172 | £38,793 | £43,103 | |
| PPCExecutive | PPC Executive | EastEast | £31,250 | £40,179 | £44,643 | |
| PPCExecutive | PPC Executive | WestMidlands | £30,435 | £39,130 | £43,478 | |
| PPCExecutive | PPC Executive | EastMidlands | £30,435 | £39,130 | £43,478 | |
| PPCExecutive | PPC Executive | Yorkshire | £29,412 | £37,815 | £42,017 | |
| PPCExecutive | PPC Executive | NorthEast | £29,167 | £37,500 | £41,667 | |
| PPCExecutive | PPC Executive | NorthWest | £29,412 | £37,815 | £42,017 | |
| PPCExecutive | PPC Executive | Scotland | £30,702 | £39,474 | £43,860 | |
| PPCExecutive | PPC Executive | Wales | £28,926 | £37,190 | £41,322 | |
| SEOManager | SEO Manager | National Average | £52,569 | £61,330 | £70,092 | |
| SEOManager | SEO Manager | London | £60,000 | £70,000 | £80,000 | |
| SEOManager | SEO Manager | SouthEast | £55,556 | £64,815 | £74,074 | |
| SEOManager | SEO Manager | SouthWest | £51,724 | £60,345 | £68,966 | |
| SEOManager | SEO Manager | EastEast | £53,571 | £62,500 | £71,429 | |
| SEOManager | SEO Manager | WestMidlands | £52,174 | £60,870 | £69,565 | |
| SEOManager | SEO Manager | EastMidlands | £52,174 | £60,870 | £69,565 | |
| SEOManager | SEO Manager | Yorkshire | £50,420 | £58,824 | £67,227 | |
| SEOManager | SEO Manager | NorthEast | £50,000 | £58,333 | £66,667 | |
| SEOManager | SEO Manager | NorthWest | £50,420 | £58,824 | £67,227 | |
| SEOManager | SEO Manager | Scotland | £52,632 | £61,404 | £70,175 | |
| SEOManager | SEO Manager | Wales | £49,587 | £57,851 | £66,116 | |
| SEOExecutive | SEO Executive | National Average | £30,665 | £42,055 | £52,569 | |
| SEOExecutive | SEO Executive | London | £35,000 | £48,000 | £60,000 | |
| SEOExecutive | SEO Executive | SouthEast | £32,407 | £44,444 | £55,556 | |
| SEOExecutive | SEO Executive | SouthWest | £30,172 | £41,379 | £51,724 | |
| SEOExecutive | SEO Executive | EastEast | £31,250 | £42,857 | £53,571 | |
| SEOExecutive | SEO Executive | WestMidlands | £30,435 | £41,739 | £52,174 | |
| SEOExecutive | SEO Executive | EastMidlands | £30,435 | £41,739 | £52,174 | |
| SEOExecutive | SEO Executive | Yorkshire | £29,412 | £40,336 | £50,420 | |
| SEOExecutive | SEO Executive | NorthEast | £29,167 | £40,000 | £50,000 | |
| SEOExecutive | SEO Executive | NorthWest | £29,412 | £40,336 | £50,420 | |
| SEOExecutive | SEO Executive | Scotland | £30,702 | £42,105 | £52,632 | |
| SEOExecutive | SEO Executive | Wales | £28,926 | £39,669 | £49,587 | |
| EventManager | Event Manager | National Average | £35,046 | £40,303 | £48,188 | |
| EventManager | Event Manager | London | £40,000 | £46,000 | £55,000 | |
| EventManager | Event Manager | SouthEast | £37,037 | £42,593 | £50,926 | |
| EventManager | Event Manager | SouthWest | £34,483 | £39,655 | £47,414 | |
| EventManager | Event Manager | EastEast | £35,714 | £41,071 | £49,107 | |
| EventManager | Event Manager | WestMidlands | £34,783 | £40,000 | £47,826 | |
| EventManager | Event Manager | EastMidlands | £34,783 | £40,000 | £47,826 | |
| EventManager | Event Manager | Yorkshire | £33,613 | £38,655 | £46,218 | |
| EventManager | Event Manager | NorthEast | £33,333 | £38,333 | £45,833 | |
| EventManager | Event Manager | NorthWest | £33,613 | £38,655 | £46,218 | |
| EventManager | Event Manager | Scotland | £35,088 | £40,351 | £48,246 | |
| EventManager | Event Manager | Wales | £33,058 | £38,017 | £45,455 | |
| EventExecutive | Event Executive | National Average | £28,913 | £33,294 | £36,798 | |
| EventExecutive | Event Executive | London | £33,000 | £38,000 | £42,000 | |
| EventExecutive | Event Executive | SouthEast | £30,556 | £35,185 | £38,889 | |
| EventExecutive | Event Executive | SouthWest | £28,448 | £32,759 | £36,207 | |
| EventExecutive | Event Executive | EastEast | £29,464 | £33,929 | £37,500 | |
| EventExecutive | Event Executive | WestMidlands | £28,696 | £33,043 | £36,522 | |
| EventExecutive | Event Executive | EastMidlands | £28,696 | £33,043 | £36,522 | |
| EventExecutive | Event Executive | Yorkshire | £27,731 | £31,933 | £35,294 | |
| EventExecutive | Event Executive | NorthEast | £27,500 | £31,667 | £35,000 | |
| EventExecutive | Event Executive | NorthWest | £27,731 | £31,933 | £35,294 | |
| EventExecutive | Event Executive | Scotland | £28,947 | £33,333 | £36,842 | |
| EventExecutive | Event Executive | Wales | £27,273 | £31,405 | £34,711 |
Salary guidance
Salaries typically fall between the lower and upper quartiles depending on candidate availability, demand for those skills, level of experience, industry sector and the size of the business or organisation.
Key observations
Marketing Salaries
According to the Bellwether industry report, marketing budgets have remained flat for the first time in many years. This has affected salary negotiations and expectations for the marketing team's performance.
Generalist positions are seeing the smallest salary increases, while above-inflation pay is being awarded to high-demand, impactful skills. Organisations are having to reassess entry-level role design, explore automating routine tasks, and prioritise upskilling to develop more specialised capabilities within their teams.
Leadership
Demand for senior marketing leaders remains subdued. According to Marketing Week, over 60% of CMOs report being asked to do more with fewer resources and without a pay increase, reflecting restricted budgets and heightened performance expectations.
Hiring for leadership roles remains limited and is expected to continue until broader economic conditions improve.
Brand Roles
Brand marketing remains central to long-term differentiation, though budget allocations are restrained. IPA Bellwether data shows that overall marketing budgets have grown modestly, indicating continued investment but at a slower pace.
Brand and strategic marketing roles are seeing salary increases in line with inflation, typically ranging from 3–5%.
CRM & Insight
Investment in CRM and customer insight roles remains strong. Industry reports highlight ongoing growth in direct and data-driven channels.
The job market for analytics and CRM roles remains robust compared to generalist positions, as demand for broader entry-level skills declines.
CRM and insight specialists are receiving 6–8% salary increases, which is above the average for the broader marketing profession. This reflects both the scarcity of these skills and their strategic value.
Analytics & Data
Data-driven capabilities remain among the strongest drivers of demand.
Analytics and data roles, including performance analysts, insight leads, and data strategists, are seeing above-average salary increases of 6–10%.
Performance Marketing
Performance marketing remains one of the most in-demand areas, with growth in direct marketing and events, which are closely tied to measurable outcomes.
Performance marketing specialists - especially in paid media, conversion optimisation, and attribution are seeing 6–9% increases as demand outpaces talent availability.
Outlook for Marketing Skills and Salaries
Through 2026, demand is expected to remain strongest in areas aligned with data, performance and customer insight, as organisations continue to focus on measurable growth and efficiency.
Salary growth across the profession is likely to remain uneven, with above-inflation increases concentrated in high-impact specialisms, while traditional roles experience more modest movement.
July 2025
Marketing Salary Guide and Job Market
As the UK emerges from a period of economic uncertainty, the job market for marketing professionals is undergoing significant shifts. With GDP growth expected to rise from 0.8% in 2024 to a projected 1.2% to 1.5% in 2025 (Office for National Statistics, 2024), optimism around economic recovery is tempered by challenges in the marketing sector. After a Q3 marketing budget cut, Q4 has only seen moderate growth, according to the IPA Bellwether Report. Despite lower consumer confidence, optimism for 2025 remains within the marketing sector with a slow increase in hiring expected during the year.
Marketing Employment Trends
Marketing roles have traditionally been resilient during economic downturns, given their importance in driving revenue and customer engagement. However, the current climate reflects a marked shift. The Bellwether Report (2024 Q4) notes an increase in events and direct marketing spend, however there is still a cautious approach to hiring, with many companies opting to freeze new roles or focus on critical marketing recruitment only.
Consumer confidence, as tracked by the GfK Consumer Confidence Index, remains at historic lows. This has impacted marketing strategies, as companies shift away from high-budget main media campaigns to performance-driven, measurable initiatives. As a result, roles in digital marketing, analytics, face to face events marketing and digital content are seeing increased demand.
Marketing Salary Expectations
The demand for skilled marketing professionals in niche areas remains strong, despite the challenges, and according to research by the Ashdown Group, salaries are expected to increase in line with the national average of 3%. Roles requiring in-demand skills such as marketing analytics and digital expertise are likely to see slightly larger increases due to heightened demand.
Marketing salaries in 2025 are expected to vary based on specialisation:
- Digital Marketing Specialists: £45,000 to £75,000, reflecting the demand for expertise in SEO, PPC, and social media advertising.
- Content Marketers and Strategists: £40,000 to £65,000, as companies prioritise high-quality, engaging content and for specialists to take advantage of AI technologies.
- Events Marketing: £45,000 to £75,000, with face to face lead generation remaining popular.
Entry-level roles have seen modest growth. Competition remains high, with graduates needing to demonstrate proficiency in digital tools and platforms to stand out.
Opportunities Amidst Challenges
Opportunities exist for marketing professionals willing to adapt to industry shifts, despite some sectors reporting budget cuts. Demand is growing for flexible, contract and freelance roles as firms look to scale efforts without committing to permanent hires.
Moreover, sectors such as green energy, e-commerce, and health tech are bucking the trend, maintaining or even increasing their marketing spend. Professionals targeting these industries may find more opportunities and competitive salaries.
Ashdown Group predicted last year that there would be an increasing emphasis on expertise in data analytics, AI, and machine learning, and this is proving to be accurate based on current marketing role trends.
Data Analytics and Decision-Making: The growing importance of data-driven decision-making in marketing is widely recognised. Marketers are leveraging analytics to interpret customer behaviour and preferences to shape targeted strategies. Tools powered by AI, such as predictive analytics, are being used extensively to optimise campaigns and improve ROI.
AI and Machine Learning Integration: AI is increasingly used for tasks like customer segmentation, real-time analytics, and content personalisation. Machine learning models help marketers adapt quickly to changes in consumer trends by processing vast amounts of data to identify actionable insights.
Demand for Data Specialists: Roles like data analysts and data scientists are becoming integral to marketing teams. These professionals enable organisations to harness the power of big data and AI, ensuring strategies are not only efficient but also highly tailored to customer needs.
This shift reflects broader technological advancements and the competitive need for marketing departments to harness innovation. The prediction aligns well with the current industry focus on using advanced tools and methodologies to achieve deeper customer insights and more personalised marketing outcomes.
The Outlook for 2025
The marketing job market is navigating a period of transformation. While GDP growth signals a positive economic trajectory, the immediate outlook for marketing professionals will likely involve tighter budgets and shifting consumer priorities. Those equipped with digital skills, a strong grasp on available technologies, adaptability, and a results-driven mindset are likely to receive the best compensation.
July 2024
With marketing budgets climbing and, according to the Bellwether report, progression upwards in 2024, marketing teams are likely to expand and develop at a faster pace as the year progresses.
The marketing function is constantly evolving to understand and meet the customer’s needs. A combination of this speed of change, and adopting the range of latest technological solutions to keep ahead, brings a number of challenges for businesses who wish to remain competitive. The need for skills that can utilise emerging technologies to drive innovation and efficiency will be in high demand with salaries rising to reflect this.
With rapid change comes the constant need for training and professional development. Creating the space and time to learn, review and assess the latest marketing technology, whilst concurrently implementing new projects and campaigns is proving a challenge. In addition, marketing teams are expected to be agile enough to adjust their strategies to meet changing customer behaviours and demands as they happen.
Those companies who are unable to address these rapid changes will in time lose competitive advantage, profitability and their ability to retain and attract new customers.
The Impact of Technology on Marketing Jobs
The greatest take up of AI within job roles has arguably been seen within the marketing function, with data analytics, customer personalisation, consumer support, content and video production all benefitting from this disruptive technology. This activity is driving demand for new and enhanced marketing skill sets and producing completely new roles. Increased demand is producing a skills shortage which we predict will drive marketing recruitment and salaries ahead of inflation in the year ahead.
Data-Driven Specialists:
In the coming year marketing will increasingly demand professionals with expertise in data analytics and interpretation. With the rise of big data, AI and machine learning, marketers will need to harness insights to make informed decisions. Data analysts and scientists will play a pivotal role in shaping marketing strategies based on consumer behaviour, preferences, and emerging market trends.
AI and Automation Specialists:
Automation tools and artificial intelligence are becoming integral to marketing operations. Marketing automation platforms, chatbots, and AI-driven analytics will require specialists who can implement, manage, and optimise these technologies.
A new breed of professionals will emerge specialising in developing marketing strategies centred around AI and machine learning. These strategists will focus on leveraging AI to optimise customer experiences and drive engagement. Professionals adept at integrating AI into marketing strategies will find themselves in high demand.
Digital Marketing Managers:
As digital platforms continue to dominate the marketing space, the demand for skilled digital marketing specialists is set to rise. Proficiency in SEO, social media marketing, content creation, and online advertising will be crucial. Companies will seek professionals who can craft cohesive digital campaigns that resonate with target audiences across diverse platforms.
- The average salary increase across all marketing roles is 6.5%
- Marketing leading the way with artificial intelligence
- Salaries for technical marketing skills such as AI and data analysis will rise beyond inflation
What can we expect to see in 2024?
The efficiency and productivity benefits of integrating enhanced technology into marketing strategies will drive demand and salaries for skills in this area.
Long term investment in brand building through main media will secure traditional marketing roles such as event management and Out of Home advertising focused jobs but we will see tighter integration with digital marketing teams to complement and enhance the brand strategy.
Salaries for technical marketing skills such as AI and data analysis will rise beyond inflation as available skills fail to meet demand.
There will be greater collaboration with IT teams to adopt and deploy new technology rapidly.
Marketing communications will become more targeted and personal using data and AI.
Intuitive, human intelligence will embrace and partner with artificial intelligence to deploy marketing campaigns at lightening pace.
July 2023
- The average salary increase in 2023 will be 6% to 7%.
- 35% of marketing departments intend to recruit before the end of the year.
- The use of AI is becoming standard across marketing teams.
The Belwether report for Q1 2023 drew a mostly positive picture of marketing and advertising budgets for 2023 and 2024. But that was in April - as of July we’ve had two increases in bank interest rates, with another threatened.
Organisations are certainly feeling the effect of increased costs of borrowing and slowing consumer demand in the face of a cost of living crisis. This is likely to have a dampening effect on budgets for the remainder of 2023, and we are seeing a downturn in marketing job volumes. Despite this, it’s not all doom and gloom - 35% of marketing departments intend to recruit before the end of the year, signaling a more optimistic view of the future.
The resulting softening of the jobs market and greater candidate availability will mean lower salary increases than those seen during 2022, despite stubborn inflation levels. The salary survey indicated that the average salary increase for marketing teams during 2023 will be 6% to 7%.
Use of AI
We have yet to see jobs being directly at risk by AI technology. But we are seeing extensive use of the technology within marketing roles. AI is being used extensively in digital marketing and has already been incorporated into programmatic advertising campaigns, audience targeting and segmentation; AI algorithms leverage machine learning techniques to analyse user data and behavior, customer profiling and delivery of personalized content.
Use of AI is becoming something of an expectation in marketing roles. This will make marketing more efficient, meaning marketing teams are likely to become smaller over the longer term.
Upskilling existing teams to leverage these rapidly developing technologies has become a priority, we are seeing an increased volume of job descriptions requiring knowledge of AI tools.
Doing more with less
Many marketing departments are adopting AI from a place of necessity – 2023 is the year of doing more with less. Marketing teams are having to choose carefully where to spend, and are working hard to keep activity levels steady.
Demand is growing in some areas, however, despite the economic slowdown. Content-based roles are growing, for instance, as more organisations look to stand out using content in a crowded online environment. Growing numbers are spending on videos, podcasts, and graphics as well as writing and photography. This is despite the growth of generative AI, which can be used to create content quickly but which may feel ‘faceless’. Businesses should keep a watching brief, test it carefully, and may find themselves using a combination of both AI and human-created content.
January 2023
There has been a slight cooling of the job market through the second half of 2022 from historic highs.
The Q3 2022 Belweather report showed a flattening of budgets, and we predict a further drop in ad and marketing budgets to reflect changes in GDP through 2023. These budget cuts will have a dampening effect on salaries throughout the year, however, employment remains high across all marketing roles, creating a challenging environment to attract new talent.
As budgets tighten, marketing spend will be focused on activity where performance can be tracked through metrics with demonstrable return on investment.
12% rise in marketing analyst pay
Digital roles remain the most in demand, with digital experience a requirement in most marketing positions.
There has been a rise in demand for technical marketers and marketing analysts to interpret increasing volumes of digital data. Salaries for these roles are increasing faster than inflation with average salary growth of 12%.
Demand for content writers to promote digital content remains high to meet Google's Helpful Content alogrythm update.
Businesses have focussed on developing their customer experience and a growth in roles to support this.
There is huge pressure on small businesses to compete, both in terms of salaries and marketing budget.
Marketing salaries have flattened since June 2022, and we predict salaries to track government reported inflation through 2023 (predicted to be 7% by the OBR)
The challenge for leaders within 2023 will be to retain their teams in the face of a cost of living crisis.
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