The marketing industry is being urged to look at how best to incentivise and reward its workforce on the back of new figures which reveal a sector that feels overworked, underpaid and undervalued, with even the male dominated agency sector doing more to close the gender pay gap.
That is according to a new study by recruitment company Reed, based on an analysis of more than 21 million job ads, and interviews with 5,000 UK workers on their salary and benefits.
It reveals that marketing is lagging behind other sectors when it comes to pay rises, seeing just 3% growth compared to national average of 6%, while nearly three-quarters (71%) of professionals are open to a new job.
And while certain roles within the sector – such as communications managers and SEO/PPC executives – have seen substantial pay increases (15% and 9% respectively), others – such as ecommerce managers – have seen steep declines (-8%).
Even so, salaries in the marketing sector are still substantially more than the national average, paying an average of £50,800 compared to the UK-wide equivalent of £38,900.
However, more than two thirds (71%) of marketing professionals are open to new job opportunities while a quarter of the industry’s workers are still unhappy with their salaries.
When asked why, 64% said they feel their salary has not risen in line with the cost-of-living, and 57% said they feel they could be paid more elsewhere.
Worryingly, there is still a significant gender gap in salaries in marketing, far worse than even the agency sector, with 30% of male respondents reporting a salary of £50,000 and above, while only 11% of female respondents report a similar salary.
According to the survey, women earn, on average, £32,700, while their male counterparts earn £47,000, a gender pay gap of 43%. According to the recent IPA Agency Census, meanwhile, the gender pay gap in agencies is 19.7% in 2024.
In recent years, there has been more focus on the gender pay gap, but these results show that very little progress has been made to close it, leaving women feeling dissatisfied with their salaries and, likely, their roles.
Another issue is the number of hours professionals appear expected to work for free, with the average of 34.7 hours a week going out of the window for nearly half (44%) of those surveyed, who say they actually work between 41 and 50 hours weekly.
Reed warns this significant disparity between hours paid to work versus actual hours worked is exacerbating the already-tense situation for many workers who say their current pay does not cover their everyday expenses and the rising cost of living.
The reasons for working additional hours include having too much work to do in the hours they are paid for (40%), roles and responsibilities require it (40%), and having tight deadlines to meet (29%).
However, 16% of workers said they are trying to prove their commitment or demonstrate that their salary should be reviewed in line with their roles and responsibilities.
As in many office-based fields, hybrid working has become a baseline expectation for marketing professionals, with professionals prioritising roles offering flexibility. The demand for hybrid work has risen sharply, with some jobseekers willing to accept lower salaries in exchange for improved work-life balance, shorter commutes, and appealing benefits. However, challenges remain.
Businesses pushing for in-office commitments of four or five days a week often struggle to secure top applicants. Roles offering three in-office days a week seem to hit a sweet spot, balancing collaboration and flexibility.
When it comes to skills, while generalist roles dominate, niche expertise, such as experience in email marketing platforms like Marketo and Pardot, are also in demand. Businesses relying on outdated or highly specialised systems face difficulties in finding professionals with direct experience, often leading to longer recruitment cycles.
Additionally, digital marketing remains prominent, with businesses focused on data-driven strategies that require technical acumen. Those jobseekers with a deep understanding of analytics, automation tools, and customer relationship management (CRM) platforms have a clear edge in this evolving landscape.
One of the most significant trends for 2025 will be the continued move from agency reliance to in-house teams. This trend is driven by cost considerations and the desire for greater control and alignment with business goals. By bringing marketing functions in-house, businesses can hire professionals who intimately understand their brand and market, ensuring a more tailored approach to campaigns and strategy.
Generalist marketers are particularly valued in this shift. These professionals can handle diverse responsibilities, from content creation to analytics, offering companies a cost-effective way to consolidate their marketing efforts. Reed reckons this trend is likely to accelerate in 2025 as businesses seek further efficiencies in their operations.
Reed marketing expert Bianca Halliburton said: “UK workers are experiencing tricky times. Even with some salaries increasing, largely, they still fall short of inflation and the increasing cost of living.
“Our survey shows that alongside salary increases, staff would feel more valued if employers offered additional benefits (44%), clearer career progression (36%), more recognition for their achievements (33%) and better leadership communication (27%).
“Salaries remain important, but professionals now look beyond just pay, seeking comprehensive packages that include strong benefits, flexible working, and an engaging company culture.
“Many professionals are willing to take a pay cut for the right hybrid work arrangement, a manageable commute, and a positive office environment.”
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