Marketing salaries are rising slower than the national average, with only a 3% increase compared to the 6% UK-wide average, according to a survey by recruitment company Reed. The study analyzed over 21 million job ads and surveyed 5,000 UK workers across various sectors. While some marketing roles have seen significant pay increases, such as communications managers (15%) and SEO/PPC executives (9%), others like telesales managers (-11%) and ecommerce managers (-8%) have experienced declines.
Despite lower growth rates, marketing salaries remain above the national average, with roles paying an average of £50,800 compared to the UK-wide average of £38,900. However, dissatisfaction is widespread among marketers, with 64% feeling their salary has not kept pace with the cost of living and 57% believing they could earn more elsewhere. As a result, nearly two-thirds (71%) are open to new job opportunities.
Bianca Halliburton, a marketing expert at Reed, emphasizes the need for holistic compensation packages that go beyond salary. “Professionals now look for comprehensive packages that include strong benefits, flexible working, and an engaging company culture,” she says. “Many are even willing to accept a lower salary for the right hybrid work arrangement and a positive office environment.”
The study also highlighted the demanding work hours, with nearly half (44%) of professionals working between 41 and 50 hours weekly, well above the average 34.7 hours.
Reasons cited for these extended hours include excessive workloads, role requirements, and tight deadlines. Some professionals (16%) put in additional hours to prove their commitment or to justify a salary review based on their expanded responsibilities. Gender pay disparity remains a significant issue, with male respondents reporting higher salary brackets than their female counterparts.
The survey revealed that women earn an average of £32,700, whereas men earn £47,000, creating a gender pay gap of 43%.
Marketing salaries lagging in the UK
In comparison, the gender pay gap in agencies stands at 19.7% as of 2024.
This disparity has left many women feeling dissatisfied with their roles and remuneration. Hybrid working has become an essential factor for many marketing professionals, with the flexibility of such roles becoming a key priority. The demand for hybrid work arrangements has surged, with some candidates willing to accept lower salaries for better work-life balance, shorter commutes, and attractive benefits.
Conversely, businesses enforcing four or five in-office days a week find it challenging to attract top talent, with three in-office days being the most preferred balance. Skills-wise, generalist roles are prevalent; however, there is a growing demand for niche expertise in areas such as email marketing platforms like Marketo and Pardot. Digital marketing, focusing on data-driven strategies requiring technical skills in analytics, automation tools, and CRM platforms, also remains prominent.
Another trend for 2025 is the shift from agency reliance to in-house marketing teams. This transition is driven by cost considerations and the need for greater control and alignment with business goals. In-house teams allow for a deeper understanding of the brand and market, leading to more tailored campaigns and strategies.
Generalist marketers are particularly valued in this shift for their ability to manage a variety of responsibilities, helping companies to consolidate their marketing efforts. Meeting salary expectations remains a major challenge in attracting talent, as highlighted by recruiter Michael Page. The Reed Marketing 2025 Salary Guide provides a comprehensive overview of salary trends and can be found online.
