The digital marketing industry has faced a turbulent few years, with economic shifts, technological advancements, and evolving candidate expectations shaping the job market. Our Herd Digital Salary Survey 2025 reveals the latest salary benchmarks, hiring trends, and what both employers and candidates are looking for in the year ahead.

Key Salary Trends for 2025

Despite a slowdown in hiring during 2024, digital marketing salaries have continued to rise, albeit at a slower pace. High-demand specialisms, such as performance marketing, data analytics, and AI-driven marketing, are seeing the most significant salary growth. Here’s a snapshot of what digital marketers can expect:

• SEO Executive: £26,000 – £29,000
• PPC Manager: £35,000 – £45,000
• Head of SEO: £80,000 – £120,000
• Head of PPC: £80,000 – £150,000

For a full breakdown by role and experience level, check out our Digital Marketing Salary Survey 2025.

What’s Driving Salary Changes?

Several factors are influencing digital marketing salaries in 2025:

• AI & Automation: Marketers with expertise in AI-driven tools and analytics are commanding higher salaries.
• Flexibility & Work-Life Balance: Hybrid and remote roles remain in demand, with candidates willing to negotiate salaries based on working conditions.
• Rising Cost of Living: Inflation continues to impact salary expectations, with candidates prioritising roles that offer clear progression and financial stability.

Skills Employers Want in 2025

To stay competitive in the digital marketing job market, professionals must focus on building these in-demand skills:

1. Data Analytics & AI Proficiency – Employers seek marketers who can leverage AI for automation and predictive insights.
2. Multi-Platform Advertising Expertise – Paid media specialists must navigate Google, Meta, TikTok, and emerging platforms.
3. SEO & Content Strategy – Strong SEO knowledge combined with content marketing remains essential.
4. Performance Marketing & Conversion Optimisation – Businesses need professionals who can drive measurable ROI.

What Candidates Want

Marketers in 2025 aren’t just looking at salaries – they want roles that align with their values and career goals. The top priorities for candidates include:

• Career Growth & Progression – Companies that invest in training and development attract top talent.
• Work-Life Balance – Flexible working arrangements remain a deciding factor in job moves.
• Diversity & Inclusion – Professionals want to work for businesses that prioritise a positive workplace culture.

The 2025 digital marketing job market presents both challenges and opportunities. While employers are cautious with hiring, top talent is still in high demand – especially those with the right skills. If you’re looking to benchmark your salary or explore new career opportunities, download the full Herd Digital Salary Survey 2025. For more insights into the latest hiring trends, salaries, and career advice, keep an eye on Herd Digital’s blog and LinkedIn page.