Marketing Skill Shortages to Address in 2025

The UK’s marketing landscape is undergoing significant transformations, with notable variations in salaries, working arrangements, and skill demands between London and other key cities like Manchester, Bristol, and Edinburgh.

Understanding these regional differences is crucial for both employers and professionals aiming to navigate the evolving market effectively.

Salary Trends

London: As the nation’s capital and a global business hub, London typically offers higher salaries for marketing roles. For instance, Marketing Directors in London can expect salaries ranging from £80,000 to £120,000, reflecting the city’s competitive and high-demand environment.
Manchester: Known for its burgeoning digital sector, Manchester presents attractive opportunities with competitive salaries. Marketing Managers here earn between £40,000 and £60,000, influenced by the city’s growing reputation as a northern tech and media hub.
Bristol: With a strong creative industry presence, Bristol offers Marketing Executives salaries in the range of £30,000 to £45,000, reflecting the city’s emphasis on innovation and design.
Edinburgh: As Scotland’s capital, Edinburgh combines financial services with a growing tech scene. Digital Marketing Specialists here can anticipate salaries between £35,000 and £50,000, indicative of the city’s diverse economic landscape.

Hybrid Working Patterns

The shift towards hybrid working has been embraced nationwide, though its implementation varies:

London: Many firms adopted hybrid models, balancing office collaboration with remote flexibility. However, some major corporations are increasing in-office requirements to foster team cohesion.
Regional Cities: Cities like Manchester, Bristol, and Edinburgh have seen a rise in remote job postings, with a 190% increase since the pandemic’s onset, particularly in marketing and IT roles. This trend underscores a broader acceptance of flexible working arrangements outside the capital.

Skills in Demand

Across the UK, certain skills are becoming increasingly valuable in the marketing sector:

AI and Data Analysis: Proficiency in artificial intelligence tools and data analytics is highly sought after, enabling marketers to craft data-driven strategies and personalized campaigns.
Digital Marketing Expertise: Skills in SEO, PPC, and social media marketing remain crucial as businesses continue to prioritize their online presence.
Project Management: The ability to oversee campaigns from conception to execution is essential, with methodologies like Agile and Scrum being particularly advantageous.

Conclusion

The evolution of marketing roles across the UK reflects regional economic strengths, lifestyle preferences, and the universal shift towards digitalisation and flexible working. For professionals, aligning skill development with these trends is key to capitalising on emerging opportunities. Employers, on the other hand, should consider these regional dynamics to attract and retain top talent effectively.

Staying informed about these regional nuances empowers both marketing professionals and organisations to make strategic decisions that align with the current landscape. Let’s talk!