Data analysts in big demand as marketers suffer pay cut

Anyone with data analysis skills could be in for a bumper year, with this role, along with project management and branding, the most in demand in the marketing and advertising sector, and, consequently, commanding the biggest pay rises.

So says the Aquent 2024 UK Salary Guide, which reveals huge disparities among gender pay, new and emerging technology, and the growing return to office in response to economic uncertainty.

Paired with Aquent’s 2023 Talent Insights Report, the UK Salary Guide is designed to provide an opportunity for companies to examine how to build high-performing teams and fairly compensate them.

Depressingly, on average, female staff are earning 92.3% of what their male counterparts earn, a wage gap of 7.7%.

Aquent Talent president Rohshann Pilla commented: “These findings aren’t what we hope to see and represent an opportunity for improvement. Progress is nonlinear – still, industry leaders should take these findings as proof that true equity requires constant, persistent work.

“Companies that are committed to true pay equity should see this as a galvanising moment to push forward with their diversity, equity, and inclusion efforts.”

And, while project management, data analysis and branding roles have seen salaries increase by up to 9% year on year, UX and HR chiefs have seen increases of just 3.6% , while design and creative, marketing, content and social roles have seen many advertised rates falling by a 2% average – a dip that indicates salaries that skyrocketed in recent years due to talent shortages may be facing a correction.

However, with the advancement of Generative AI and immersive technologies like ChatGPT and Midjourney, there are endless opportunities across every industry.

As the world of technology and how we do business evolves, so too can the roles needed to power our new future, Aquent’s suggests, with the future-facing roles set to shape the job market being in design, engineering, and operations, and demand for many of these roles has grown by more than 20% internationally in the past year.

These roles include concept artist (Salary Range: £35,000 to £75,000; ) AR/XR/VR engineer (£40,000 to £80,000); and immersive UX researcher (£40,000 to £120,000).

Aquent founder and CEO John Chuang added: “The workplace has been rapidly evolving—from where and how we work to the technology we use, and even the roles themselves.

“Our review reveals both the progress that the industry is making and the work left to do. We must use this guide to build a roadmap for a thriving, innovative, and inclusive creative, marketing, and digital world.”