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As consumer expectations continue to grow and competition for market share intensifies, marketing and creative teams in the UK are under mounting pressure to drive brand awareness, customer loyalty and measurable results. At the same time, rapid developments in AI and automation are reshaping how campaigns are planned, delivered and optimised – with a growing focus on personalisation and customer experience across digital channels.

This shift is driving strong demand for professionals with niche skills who can harness new technologies to engage audiences more effectively. However, many employers are finding it difficult to reach agreement with candidates on salary – particularly for specialist or strategically critical roles. In a competitive hiring landscape, offering an attractive overall package – balancing salary with meaningful benefits, flexibility and career development – is key to securing the talent needed to stay visible and relevant in today’s multichannel world.

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View salaries by category

Enter your city to see salaries tailored to your local market. Starting salaries can vary significantly depending on your skills and experience, the size and sector of the organisation, and the demand for the role in your area. The city you choose reflects not only the urban centre but also the surrounding region.

Digital marketing and advertising

Marketing and public relations

Design and production - Digital

Creative and content

Position title

25th percentile

50th percentile

75th percentile

Chief Digital Officer (CDO)

103000

125000

147000

Head of Digital

79000

85500

106250

Digital Marketing Manager

40000

51500

63750

Marketing Automation Manager

37250

45000

59500

Digital/ Insights Analyst

32250

41750

59000

SEO/ PPC Specialist

33000

40500

56750

Social Media Manager

30000

37000

56500

Marketing Automation Specialist

31500

35500

40500

Digital Marketing Executive

26250

30000

35000

Social Media Executive

26500

29000

32000

Digital Marketing Assistant

24000

26000

27750

Social Media Assistant

24000

26000

27750

25th percentile

The candidate has little or no prior experience in the position and is still developing relevant skills.

50th percentile

The candidate has an average level of experience and has most of the necessary skills.

75th percentile

The candidate has above-average experience, has most or all the necessary skills, and may have specialised qualifications.

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Next-gen skills fuel marketing team growth

26% of businesses plan to grow their marketing teams, focusing on roles and skills that blend digital expertise and AI-driven capabilities to futureproof operations.

Social media

Marketing

Design and creative

Advertising

Social media

Graphic design

Data analysis

Generative AI use

Scarce skills, stronger offers: the marketing hiring equation

69% of marketing and creative hiring managers are willing to pay higher salaries when a candidate possesses highly specialised skills.

Video editing

Graphic design

Project management

Copywriting

Digital marketing platforms

AI content tools

Graphic and UX design

Video editing and production

Hybrid work continues to dominate in marketing and creative fields, yet many professionals would accept a return to the office – provided the salary reflects the shift. For employers aiming to boost in-person collaboration, idea generation and campaign agility, pay flexibility may help tip the balance. However, creativity thrives on freedom, so any move toward office-based models must be clearly positioned as a value exchange.

standard

of marketing and creative professionals say they’d be willing to work fully in-office if offered a higher salary of marketing and creative professionals say they’d be willing to work fully in-office if offered a higher salary

standard

of those said they would want a salary increase of up to 20% to work in-office of those said they would want a salary increase of up to 20% to work in-office

Top certifications, industries, in-demand roles

Professionals who hold relevant certifications are well positioned to earn higher starting salaries, especially in areas with active job growth and need for specialist knowledge. Below are some leading qualifications.

CIM

Google Ads certifications

Adobe qualifications

Institute of Data and Marketing (IDM) qualifications

Firms operating in these sectors are hiring for marketing and creative talent the most and often pay above average for the right experience and qualifications. What’s more, they typically provide clearer routes to progression and salary increases.

Business Services

Manufacturing / Industrial Facilities

Trade / Retail

Education / Research

With demand for specialist skills accelerating, businesses must keep pace with the roles set to define the workplace in 2026. Understanding where hiring demand is intensifying supports smarter, more strategic workforce planning.

Marketing Manager

Digital Marketing Manager

Marketing Assistant

Social Media Manager

Marketing Executive

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Career and salary guidance for today’s marketing professionals

The salary benchmarks listed in the Salary Guide From Robert Half are the result of a rigorous, multistep process to ensure our projections accurately reflect the marketplace. They are based on actual compensation for professionals Robert Half has matched with employers across the country and over 350k third-party job posting data from Textkernel that we use to independently validate the salary levels.

Non-salary data referenced in this Salary Guide is based on an online survey developed by Robert Half and conducted by an independent research firm. During June and July 2025 Robert Half commissioned research amongst 1,500 respondents using an online data collection methodology. The respondents represent 500 hiring managers and 1,000 workers in finance and accounting, IT and technology, administrative and office support, marketing and creative, and legal, risk and compliance. Respondents are drawn from a sample of SMEs to large private, publicly listed and public sector organisations across the UK.