Posted 24 days by Jonny Grange
As the marketing landscape continues to evolve, so too do the skills required to thrive in this dynamic industry. From emerging technologies to shifting consumer behaviours, staying ahead of the curve is essential for any marketing professional.
At Digital Waffle, we work closely with marketing talent every day, helping candidates align their capabilities with the most current industry demands.
In this blog, we’ll break down the most valuable marketing skills in today’s job market, what employers are looking for, and how you can position yourself as a standout candidate in a competitive digital marketing strategy.
What are marketing skills
Marketing skills refer to the range of competencies used to promote and sell products or services, build brand awareness, and engage with target audiences.
These include both soft and hard skills, encompassing everything from creative storytelling and strategic planning to data analysis and technical execution.
Marketing skills are multi-faceted and ever-changing, shaped by advancements in technology and shifts in consumer expectations.
Whether you're a generalist or a specialist, understanding the key components of modern marketing—including digital marketing skills and technical marketing skills—is critical to career progression.
Why are marketing skills important
In today’s competitive digital economy, possessing strong marketing skills can make the difference between professional stagnation and career success. For businesses, skilled marketers are essential to achieving sustainable growth and maintaining a competitive edge.
Let’s explore the core reasons why marketing skills matter to both candidates and the companies looking to hire them.
Drive business growth.
Marketing directly impacts a company’s bottom line. Professionals with a strategic understanding of market dynamics, customer needs, and performance metrics are key to driving revenue and expansion. A well-executed marketing strategy can deliver measurable ROI, support sales pipelines, and scale brand reach.
Build brand awareness & loyalty.
In a world saturated with content, standing out requires not just visibility but emotional resonance. Marketers with skills in brand positioning, storytelling, and content marketing play a crucial role in building long-term customer loyalty and advocacy. They help build relationships between the brand and its audience.
Data-driven decision-making.
Modern marketing relies heavily on data. Those who can interpret analytics and extract actionable insights help businesses make informed choices, optimise campaigns, and allocate resources effectively.
Data-literate marketers are among the most valuable hires today, particularly in project management and user experience optimisation.
Most in demand marketing skills for 2025
The marketing skillset is expanding rapidly, especially with the acceleration of digital transformation and AI integration. Employers in 2025 are looking for marketers who can blend creative strategy with technical know-how.
Here are the top marketing skills shaping hiring trends this year:
AI-driven SEO.
Search engine optimisation is evolving with the introduction of AI tools like Google's Search Generative Experience (SGE). Marketers who understand semantic search, user intent, and how to create content optimised for AI-driven results will be in high demand.
Advanced analytics & data storytelling.
Data alone isn’t enough. The ability to turn complex analytics into compelling stories that inform business decisions is a standout skill. Platforms like Google Analytics 4 and Tableau are becoming standard tools in a marketer’s toolkit.
Personalised marketing automation & CDPs.
Customer Data Platforms (CDPs) are transforming how brands personalise communication. Skills in segmentation, automated workflows, and behaviour-based targeting are critical to engaging users meaningfully and at scale.
AI-enhanced paid advertising & media buying.
AI is streamlining everything from ad creation to media placement. Professionals who can leverage machine learning to improve performance, bidding strategies, and audience targeting will drive superior marketing efforts.
Multimedia content creation (Including Generative AI).
As content formats diversify, marketers with the ability to produce engaging videos, podcasts, graphics, and even AI-generated assets stand out. Platforms like Canva, Adobe Creative Cloud, and generative AI tools like ChatGPT and Midjourney are becoming must-haves for content marketing and social media platforms.
What are the best marketing skills to put on your CV
Your CV should showcase a balanced blend of soft and hard marketing skills. This not only highlights your technical ability but also your potential to thrive in collaborative, fast-paced environments.
Below, we outline which soft & hard skills deserve a spot on your CV and how they align with hiring expectations.
Soft skills for a marketing CV
Communication.
Clear, persuasive communication—written and verbal—is essential in marketing. Whether you’re briefing a creative team or presenting a strategy, articulating ideas effectively is key to successful marketing outcomes.
Cross-functional collaboration.
Marketing intersects with sales, product, and customer success teams. Being able to work cross-functionally ensures alignment and delivers stronger business outcomes.
Adaptability & flexibility.
Trends shift quickly, especially in digital marketing. Employers value candidates who can pivot and stay resilient in the face of change.
Analytical thinking & problem-solving.
Marketing is both creative and analytical. Demonstrating an ability to assess situations, interpret data, and solve challenges proactively will set your CV apart.
Creativity & innovative thinking.
Whether it's campaign ideation or content creation, creativity fuels engagement. Innovative marketers are often the ones who can think outside the box and challenge norms.
Empathy & customer-centric mindset.
Understanding customer pain points and motivations is vital. Empathetic marketers can craft messaging and experiences that truly resonate, enhancing the user experience across channels.
Hard skills for a marketing CV
Data analytics & reporting.
Being proficient in tools like Google Analytics, Excel, and data visualisation platforms is a valuable asset in measuring campaign success.
SEO & keyword research.
Understanding how to optimise content for search engines—including on-page SEO, keyword intent, and backlinking strategies is crucial in driving organic traffic.
Paid ads & PPC management.
Experience with platforms like Google Ads and Meta Ads Manager, including budget allocation and A/B testing, is highly sought after.
Email marketing & automation.
Knowledge of platforms like Mailchimp, Klaviyo or HubSpot, and an understanding of segmentation and trigger-based emails are increasingly important.
CRM & lead management.
Using tools such as Salesforce, HubSpot, or Zoho to manage customer journeys and sales pipelines shows your alignment with revenue-focused marketing teams.
Social media strategy & community management.
Strategic planning, content scheduling, and community engagement across social media platforms such as LinkedIn, Instagram, and TikTok are essential in building digital presence and strengthening brand connections.
Design & content creation tools.
Competency in platforms like Canva, Adobe Creative Suite, and generative design tools helps bring ideas to life visually and creatively. Familiarity with a content management system (CMS) such as WordPress is also beneficial.
How to develop your marketing skills
Building your marketing skillset is an ongoing process. The most successful professionals are those who invest in their learning, experiment with new tools, and remain curious about emerging trends.
Here’s how you can stay ahead and continuously develop your expertise.
Online courses & certifications.
Platforms like LinkedIn Learning, Google Digital Garage, HubSpot Academy, and Coursera offer certifications that can enhance your CV and keep your skills current.
On-the-job experience & internships.
Real-world experience is irreplaceable. Internships, placements, or freelance projects allow you to apply your skills in practical settings and build a tangible portfolio.
Mentoring & networking.
Learning from experienced professionals can accelerate your growth. Attending industry events, joining LinkedIn groups, or engaging with professional communities can open doors and help you build relationships within the industry.
Read more: The importance of networking in your job search
Staying ahead of trends.
Subscribe to marketing newsletters, follow thought leaders, and stay updated with tools and platforms that are shaping the industry. Staying informed keeps your skills future-ready and aligned with evolving marketing strategies.
Building a personal brand.
Showcase your work, share insights, and contribute to discussions online—especially on LinkedIn. Building a visible presence reinforces your expertise and credibility in the industry.
Read more: How to build your personal brand as a job seeker
Marketing skills are at the heart of every successful campaign, brand, and business strategy. Whether you're just starting out or looking to take the next step in your career, developing a strong foundation of soft and hard skills is essential.
As a specialist marketing recruitment agency, we connect talented marketing professionals with forward-thinking employers. If you're looking to explore new opportunities, refine your CV, or get tailored advice on where to take your career next, we’re here to help.
Ready to take the next step in your marketing career? Get in touch with our team today or browse our latest marketing roles.
