Report: The marketing skills in demand in 2021

Latest report for Australia highlights CRM, loyalty, digital marketing, ecommerce, content and creative plus key skills for c-suite leaders

CRM and loyalty management, content and creative and digital marketing expertise have topped the list of skills in demand across the marketing and digital category, according to Hays’ latest report.

The recruitment and job placement firm reported the greatest skillsets in demand for 2021 across marketing and digital are CRM and loyalty management, with an emphasis on those who can manage large volumes of data and reporting from various customer segment to create a loyalty platform, strategy or retention tool.

These roles require experience across data analytics and nous for turning data into business intelligence, as well as creating or integrating CRM platforms or systems into a marketing toolkit.

Digital marketing experts also remain in demand as we head into a fresh year, with broad insights across all digital touchpoints, from social media to app and platform management, hot on the list of requirements across Australian marketing teams. Hays said professionals in these roles are being asked to manage partnerships with influencers, email campaigns, SEM and SEO, paid advertising and loyalty management.

Demand is greatest across SMEs, particularly medium-sized organisations bringing digital requirements in-house. Hays said this year’s rapid digital acceleration thanks to the COVID-19 global pandemic has elevated demand for these skills in 2021.

In addition, ecommerce managers with a skill for driving performance on an online site and know-how in content, product scheduling, digital data and marketing, are also in demand. Those who can identify areas for improvement, create commerce calendars and plan promotional activities across digital and traditional channels are another group in demand. 

However, alongside the more technical skills are the creative ones, and Hays cited creative and content managers with a background in copywriting, graphic design or art direction who can support brand authenticity and a go-to-market strategy as hot in demand in 2021. Again, the firm attributed continued demand for these skills to organisations bringing creative control and content management in- house. Hays added individuals are being asked to manage each stage of a project, from creative concept to final execution.

Read more: The skillsets the CMO50 are building across marketing functions right now

Hays also reported on Australia’s executive jobs market, noting the skills in greatest demand remain transformation c-suite and board-level candidates with strong systems knowledge and software know-how. The recruitment firm highlighted a need for understanding the relationship between supply chain, distribution and channels to market.

Innovative c-suite and board-level candidates with a sound understanding of the business cycle and experience successfully managing each stage also remain in demand in 2021. Not surprisingly, candidates with commercial acumen are also topping the list.

Hays managing director A/NZ, Nick Deligiannis, said vacancy activity is rising in many areas as organisations return to growth and look to protect their future.

“Demand for these key skills is high, especially those deemed critical to project delivery or business operations. Also ranking highly are jobs that allow organisations and people to perform at their peak,” he said.

“In terms of the balance of temporary and permanent roles, while contract remained resilient throughout 2020, permanent vacancy activity is bouncing back as business confidence increases.”

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