New trends and technologies have continued to revolutionise the marketing industry, opening up a wide array of exciting new career opportunities. However, 2025 presents a far more complex job market than in previous years.

According to the findings of our 2025 Salary Survey & Trend Report, real-term pay in marketing has increased by just 2.2% in the past year. Meanwhile, the rising cost of living and shifting expectations around flexibility and work-life balance are now top priorities for both job seekers and employers.

Dissatisfaction with pay is also growing more than a third of marketing professionals are unhappy with their salary, and nearly 69% are considering new roles within the next 12 months. Here, we’ll take a look at salary trends and how to apply them when you’re looking for a pay rise.

Understanding UK salary trends in marketing

The UK marketing sector in 2025 is defined by a mix of opportunity and caution. While AI and digital automation have changed the skills landscape, the anticipated boom in salaries hasn’t materialised for most roles. According to our 2025 Salary Survey, salary growth across marketing, digital, and communications roles has plateaued, with only select, data-driven and digital marketing roles seeing any meaningful uplift.

Benchmark your salary: Use our 2025 Salary Survey & Trend Report to check how your current pay compares with others in your role, region, and sector.

Market trends to know in 2025

• Salary stagnation is a reality for most, with only digital and data-driven roles seeing modest increases
• Flexible/hybrid work is now a basic expectation. 79% of professionals say they’d leave their job if hybrid working was not an option.
• Job security and benefits are rising in importance, especially as pay dissatisfaction grows.
• Budget constraints are affecting salary reviews, with companies more likely to offer one-off bonuses or benefits rather than base pay increases.

With these market realities in mind, it’s more important than ever to prepare a robust case if you’re planning to ask for a pay rise in 2025. Understanding how your pay stacks up against the national and sector average will help you negotiate more confidently and effectively.

Is now the right time to ask for a pay rise?

Asking for a pay rise is rarely easy. In 2025, marketing professionals are feeling the pinch more than ever, as the cost of living continues to rise and salary growth remains sluggish. With more than a third of marketers dissatisfied with their current pay, you’re far from alone if you feel you deserve more.

So, when is the right time to ask for a salary increase?

Key timing factors to consider

Cost of living pressures: Inflation and increased living costs are directly impacting real income for most professionals. Employers are aware of this, and referencing the broader economic climate can help frame your request as timely and reasonable.

• Company performance and budget cycle: It’s vital to consider your organisation’s financial health. If your company has just closed a successful quarter or financial year, or you’re approaching annual budget reviews, this is typically the most strategic moment to raise the issue.
• Your recent achievements: Have you recently delivered a successful campaign, taken on extra responsibilities, or exceeded your targets? Linking your request to clear accomplishments—especially ones that have had a measurable impact on the business—makes your case far more persuasive.
• Pro tip: Avoid asking for a pay rise during times of company instability (e.g., after losing a major client or during restructuring), or when your manager is likely to be stressed or distracted.

The best time to ask for a pay rise is when:

• You have recent, concrete achievements to highlight
• The company is performing well or entering its budget planning phase
  Your skills and responsibilities have grown beyond your current role
• You can show your pay is out of line with the market

Approaching your request with a clear understanding of both your value and the wider business context will give you the best chance of a positive outcome.

How to negotiate a pay rise with your manager

The negotiation itself is where all your preparation pays off. This is your chance to deliver your proposal with confidence, respond to feedback, and work towards an agreement that reflects your value.

1. Delivering your proposal

Start the conversation by thanking your manager for their time, then clearly outline your business case. Be confident and to the point, explaining why your request aligns with both your performance and the market rate for the position.

• Reference specific work accomplishments, recent achievements, and your increased workload or responsibilities.
• Use facts from the salary survey to justify your request.

2.  Salary negotiation tips

• Be confident but flexible: Know your ideal salary, but be open to discussion. Understanding how to frame your achievements will help you to approach salary conversations with confidence.
• Listen actively: Allow your manager to respond and consider their perspective, such as budget constraints, company performance, or policy.
• Emphasise value: Highlight not just your achievements but how your work benefits the team and business.
• Show understanding: If budget is an issue, ask about alternatives such as a phased increase, bonus, additional responsibilities, or non-financial perks (training, flexible hours, extra annual leave).

3. Handling pushback or counteroffers

It’s normal for managers to raise concerns or ask for more evidence. Prepare responses to common objections:

• Budget constraint:
  “I understand the budget is tight this year. Could we discuss a structured plan for a future increase or a one-off bonus in recognition of my performance?”
• Timing:
  “When do you anticipate the next review cycle or change in budget? How can I position myself for a salary review at that time?”
• Additional responsibilities:
  “Are there further responsibilities or targets I could take on to qualify for a higher salary band?”

4. Keep it professional

• Stay calm and professional, even if the conversation is challenging.
• Focus on solutions and maintaining a positive relationship with your manager.
• End the meeting with clear next steps, whether it’s a follow-up meeting, a review period, or further information you’ll provide.

Get more UK marketing insights

If you’re looking for a job, you can fuel your search with our industry insights. From CV advice to interview tips, we’re here to help every stage of your job hunt. To take things further, our annual guide will give you the latest insight into what makes the industry tick.

Download our 2025 salary and market trends guide today or quick send your CV today.