2025 UK Marketing and Creative Salary Guide and Market Trends

A shift in optimism for the year ahead is reflected by the 30% of marketing and creative hiring managers looking to expand their permanent headcount, and a further 24% expecting to add more positions on a project basis.

Experts in digital marketing, SEO, content and social media are most in demand, with financial services, e-commerce and consulting among the industries recruiting for marketing professionals the most.

When it comes to salary expectations, gen Z candidates (18-27 year olds) have become more demanding according to 67% of marketing hiring managers. And when it comes to expectations for new perks and benefits, top of mind for all marketing employees is the introduction of stress reduction programmes (41%) and financial allowances for working from home (52%).

Businesses are embracing innovation, with 70% of marketing leaders already encouraging their employees to use generative AI tools for the enhancement of routine tasks and productivity. And a further 59% are already planning structured internal training programmes on the usage of gen AI tools for their marketing teams.

Salaries by category

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Enter your region to localise national average salaries. Starting salaries can vary greatly depending on a professional’s skills and experience, the company’s size, and demand for the role.

Digital

UX/UI and design

Marketing and public relations

Human resources

Position title

25th Percentile

50th Percentile

75th Percentile

Head of Digital

77750

85000

104500

Digital Marketing Manager

43000

49000

64250

Digital/Insights Analyst

32000

41500

58500

SEO/PPC Specialist

30500

40500

57250

Social Media Manager

26750

37000

57000

Digital Executive

27500

30000

38000

Digital Assistant

26000

27750

29250

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

Top jobs in marketing and creative

Digital marketing manager

Content manager

Social media manager

Marketing assistant

Graphic and digital designer

Social media and content manager

Digital marketing executive

Events manager

Functional areas in marketing and creative where businesses are most likely to hire

Digital marketing

Events

Communications

Research and content

Top technical skills in marketing and creative

Artificial Intelligence tools

Data analysis

Project management

Customer relationship management (CRM)

Artificial Intelligence tools

Multilingualism

Marketing automation tools

Data analysis

Top soft skills in marketing and creative

Commercial acumen

Problem solving / Critical thinking

Creative thinking

Leadership

Emotional intelligence

Commercial acumen

Problem solving / Critical thinking

Creative thinking

How much should I pay or earn?

Top certifications and degrees in marketing and creative

Learn which certifications are most sought after by hiring managers

CIM

Google Ads certifications

Adobe qualifications

Institute of Data and Marketing (IDM) qualifications

Top industries for marketing and creative specialists

Learn which industries increased their search for marketing and creative specialists

Financial services / Insurance

E-commerce

Consulting

Digital media agencies

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The salaries 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 UK and third-party job posting data from Textkernel that we use to independently validate the salary ranges.

The salaries listed in the salary tables represent starting compensation only, meaning pay for someone new to a company in the position listed. Our estimates do not include bonuses, benefits or perks. We report salaries in percentiles and ranges, recognising that professionals join companies at varied experience 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 2024 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 the financial services industry. Respondents are drawn from a sample of SMEs to large private, publicly listed and public sector organisations across the UK.

Disclaimer The Salary Guide is solely for noncommercial use, and the copyright is the exclusive property of Robert Half. This guide cannot be reproduced or disseminated in any part without Robert Half’s written permission. ©2024 Robert Half Inc. An Equal Opportunity Employer.