Marketing salaries: The trends you need to know about

When it comes to salaries in marketing, you can’t afford to keep your cards close to your chest. According to our latest survey, 78% of job seekers are unlikely to apply for a role without a specified salary range. This means top-tier marketing talent could be scrolling right past your job descriptions. Marketing salaries are one of the key factors candidates are looking for.

Our latest salary survey and market report brings the biggest salary trends of 2025 to the forefront. Based on input from thousands of marketing professionals, it outlines what marketing professionals expect, what businesses are offering, and where the gaps lie. If you’re responsible for hiring marketers, these insights will also give you pointers for what comes next. 

For hiring managers, the report can give you that competitive edge in a tight hiring landscape. From benchmarking tips to understanding what makes top talent tick, it’s an invaluable resource. Here, we dig into the numbers behind the latest marketing salary trends. 

Top marketing salary trends in 2025

Marketing salaries are rising unevenly 

At face value, rising marketing salaries spells good news for candidates. The data in our marketing salary survey shows that 50% of marketers received a pay rise in the past year, which is a meaningful increase. When you dig deeper, however, the picture becomes more nuanced. 

What we’re seeing is targeted salary growth. Marketing salary increases aren’t being distributed evenly across the board, rather being channelled into the roles that are more closely linked with commercial impact. The likes of performance marketing and CRM are seeing the biggest jumps in pay. These areas are closely tied to business impact, and that’s where the largest increases are happening. 

Meanwhile, other disciplines like traditional brand, communications, or content have seen steadier movement. That doesn’t mean they’re less valuable, but it does reflect a shift in focus. 2025 marketing salaries are certainly growing, but they’re being allocated where results are immediate and measurable.

Digital marketing salaries remain competitive

Digital marketing jobs continue to be among the most in-demand areas of the industry, and salaries reflect this. Organisations are actively investing in digital marketers who can drive traffic and generate leads. That’s why digital marketing salaries continue to trend upwards. 

In London, average digital marketing salaries in 2025 are high. According to our benchmarks, a digital marketing manager could command a salary between £50,000-£65,000. The demand extends to the contract market too, where day rates for experienced specialists remain strong. Businesses are competing hard for professionals who can deliver clear ROI, and they’re willing to pay for it. 

Upskilling is key in content and social roles

Content marketing jobs still play a critical role in customer engagement and brand storytelling, but expectations have shifted. What once was a role centred around writing, is now a hybrid that blends strategy, analytics, SEO and even UX thinking. 

Content marketing salaries are relatively stable, but the bar has been raised. Businesses are hiring in this space, but they’re hiring differently. Employers are seeking content professionals who can blend creativity with commercial awareness. 

Social media follows a similar trend, with increasing emphasis on real engagement, community building and conversion, not just visibility. To fall on the higher end of social media salary bands, candidates increasingly need to demonstrate more value. 

Product marketing is becoming essential 

Of all the disciplines covered in our survey, product marketing salaries show some of the most significant growth. In tech and B2B in particular, it’s gone from a ‘nice to have’ to a vital strategic role. 

Salaries in this space are rising thanks to the mission-critical nature of the role. Product marketing managers in London are commanding between £65,000-£80,000 with a head of product marketing bringing in as much as £110,000. These are some of the highest marketing salaries in our report, reflecting just how influential these roles are becoming. 

Product marketing professionals tie sales, marketing, and product together, and employers are recognising their strategic value. If you’re hiring in this area, expect to compete for a small talent pool with high expectations on both salary and progression. 

A disconnect between salary and expectations

Even as marketing salaries rise, many marketers still feel underpaid. Our data shows that 78% of candidates believe they’re not being paid what they’re worth, making employee retention as much of a challenge as acquisition. For hiring managers, this means a sharper focus on salary benchmarking is needed, particularly when dueling for in-demand talent. 

Transparency is one of the biggest tools at your disposal. Candidates today have access to more salary data than before, and if your offer falls short, they’ll know. Be open about salary ranges. In a competitive market, this can make all the difference. If budgets are tight, explain what else you’re offering, be it development support or wider benefits.

The role of location is shrinking

London still leads when it comes to the average marketing salary, but the gap between the capital and other regions is narrowing. With hybrid working now firmly embedded, marketers across the UK expect compensation that reflects national market trends. 

If your team is hybrid or remote-first, don’t assume location gives you a discount. Top talent is benchmarking themselves against London rates regardless of where they live when they join remote teams. If you want to attract them, you may need to bear this in mind when plotting your compensation strategy.

Get the latest marketing salary data

In 2025, marketing salaries are important to get right when you’re hiring. Our salary survey shows where the pressure points are, what candidates truly value, and how your offer compares to the rest of the market. Whether you’re hiring your next marketer or reviewing existing pay structures, this insight can help you make smarter decisions. 

To get the full picture, download our 2025 Salary Survey & Market Trend Report. If you’re ready to partner up with us, submit a brief today and our expert consultants will be in touch.