2025 Marketing job trends: what managers are looking for
What’s on the horizon for Canadian marketing and creative leaders in the first half of 2025?
49 per cent are hiring for new permanent roles
46 per cent are focused on filling vacated permanent positions
90 per cent report facing challenges in finding skilled talent
Strategic priorities for 2025
In 2025, marketing and creative leaders are setting their sights on the following areas that promise to shape the industry’s future in Canada:
Marketing automation
Website or mobile applications
AI and machine learning
SEO and paid search marketing
Content marketing
Customer experience
The rise of contract talent
Reflecting a key creative and marketing employment trend, nearly three quarters – 73 per cent – of managers will hire more contract professionals in the first half of 2025. This strategic shift is driven by the need for specific expertise in areas essential to staying competitive in today's fast-paced market. It also provides the flexibility to quickly adjust to market trends and project needs.
Contract talent is particularly in demand for crucial marketing positions like brand managers and product marketing managers, along with roles in digital marketing, such as social media marketing and SEO specialists. Additionally, there's a growing emphasis on harnessing skills in marketing automation, highlighting the industry's focus on targeted outreach in the digital era.