Marketing companies operating outside London are increasingly splashing the cash when it comes to remunerating their senior executives, with creative director salaries outside the capital leading the charge, jumping by up to 40%, followed by head of social media and content at 19%, while equivalent London pay has stayed broadly flat.
That is according to new data from Michael Page’s 2027 Salary Guides which point to two distinct trends: what businesses are hiring for, and where pay is rising. Together they suggest hiring in the marketing sector is evolving on two fronts at once: by skillset and by geography.
In fact, four of last year’s five most in-demand marketing roles have shifted – as employers drop generalists in favour of growth specialists who can move revenue, including growth marketing, digital strategy, marketing analytics and ecommerce. Behind both shifts is AI, increasingly deciding which skills are worth paying a premium for.
Michael Page marketing and digital UK practice director James Nally said: “Marketing and digital recruitment has become about far more than simply finding marketers. Employers want commercially minded, AI-enabled growth professionals who can directly influence revenue, customer experience, and business transformation.
“New and innovative roles are likely to enter the market, alongside continued demand for interim consultancy, as businesses build the evolving skill sets they need.
Nally explained that the biggest salary premiums are going to candidates who can combine AI and marketing in practice, applying it across campaign optimisation, content management, customer journeys, loyalty, personalisation and automation. He points out that demand is strongest where those candidates can also demonstrate measurable growth and commercial outcomes.
When it comes to pay, regional employers competing for department heads are increasingly benchmarking against the London market rather than against each other.
Marketers continue to lead the way when it comes to changing jobs, with 60% actively looking for their next role, against a national average of 50%. For employers, the biggest expected recruitment challenge over the next 12 months is providing the working arrangements candidates require, cited by 42% of hiring managers.
Nally added: “In the current market, candidates are looking for a compelling reason to move, whether that is greater flexibility, a clear career opportunity or a salary increase. Employers who benchmark to or above the market rate put themselves in a far stronger position to secure the people they want.
“Flexibility now weighs as heavily as salary when candidates decide their next move. We’re seeing growing demand for part-time and four-day working arrangements, with many businesses willing to invest a full-time budget to secure the best people.
“Others are using bespoke agreements to lock in talent, whether that’s sign-on bonuses, the opportunity to work from abroad, or salary and flexibility review points after probation. Businesses who can offer flexibility on start and finish times, or part-time and condensed hours, are drawing in excellent talent.”
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