Latest marketing jobs report finds hybrid and analytical skills high in demand

Hays Jobs Report on the marketing sector highlights how martech and marketing automation are driving demand for a broad array of skills

Hybrid marketers boasting of both generalist and specialist skills, marketing automation managers and content specialists are among the hottest jobs in Australia’s marketing sphere right now, a new report claims.

The latest biannual Hays Jobs Report found the proliferation of martech across the country has led to a rise in the types of content skills being sought within marketing teams. For example, content specialists are in greater demand to work alongside marketing analysts and digital channel managers as means to deliver on more complex campaign requirements and in assessing performance and progress.

Specifically, roles high on the list are content writers, managers, and communication executives. Equally, the push towards technology-fuelled marketing has seen demand for marketing automation skills growing, with senior-level experts in short supply. According to Hays, talent sought to maintain automated systems is no longer limited to the mid or high-end of the organisation spectrum but across all industries and company sizes.

In addition, the Hays report highlights marketing and CRM professionals with experience using artificial intelligence (AI)-driven management platforms as being in growing demand.

“Like all industries, artificial intelligence and cloud computing are having an impact on marketing with routine, repetitive tasks automated,” the report stated. “In addition to such efficiency improvements, targeting and personalisation enhancements can also be achieved. Together, this is leading to increasing demand for experienced professionals.”

A wider range of other marketing skills still remain high in demand, from campaign analysts and marketing insights managers to loyalty marketing specialists, brand managers with expertise in inventory and product management, and campaign managers.

Another noteworthy finding from Hays is the push to secure marketers that blend generalist and specialist skills, including digital. These hybrid mid-tier positions require candidates to create and implement strategies, use data for evidence-based decision making, possess strong SEO and SEM skills, lead a team and prove ROI from strategy, the recruitment firm stated.

Yet the exception is also still in digital, where specialist skills in social media, SEM, SEO and data analytics are being sought in their own right, Hays said. What’s more, the push on digital has seen rising demand for marketers with ecommerce at a mid-tier level with CRM and email expertise.

“Marketing professionals, both generalist and specialist, require digital skills and an awareness of the latest digital trends,” the report summed up. “But strong digital skills are no longer enough to help you stand out; they are expected.

“Whether you work in in strategy, execution or measurement, you need to stay on top of the digital technology trends impacting your role.”

Alongside its analysis of marketing roles, Hays provided an update on salary dynamics. Importantly, 90 per cent of employers will increase marketing staff salaries in their next review, up from the 87 per cent who did so during their last review. However, the amount itself has fallen, with 65 per cent saying increases will be under 3 per cent, and just 4 per cent pay increases would be 6 per cent or more.

The exception is salaries for campaign and market insight analysts, which remain competitive due to the shortage of such skills in the jobs market, Hays said.

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