There is no denying the importance of a marketing team in an organization. Marketing professionals are vital in promoting a business's products, services, and mission. In addition, the marketing department serves as the face of the company as it plays a crucial role in coordinating, developing, and producing material that represents a business. For that reason, and now more than ever, businesses invest more in marketing professionals.
However, fuelled by constantly evolving customer needs, market demands and changes, technological advancements, and marketing skill gaps, five marketing positions stand out in the eyes of recruiters and employers in 2024.
These in-demand marketing jobs in 2024, as we will soon explain in detail, are:
Social media manager
Product marketing manager
Digital marketing specialist.
Businesses are investing heavily in digital marketing strategies and allocating larger budgets for SEO activities as they recognize the value of organic search traffic -responsible for at least 53% of any site’s overall traffic- and the importance of establishing a solid online presence.
For this reason, the SEO specialist role is among the most in-demand marketing jobs in 2024 because these digital marketing professionals are the driving force behind increasing brand visibility and organic traffic.
Demand for SEO specialists and skills is high, with the U.S. Bureau of Labour Statistics citing that demand for these specialists is forecasted to increase by 10% from 2020 to 2030, exceeding the average growth rate for all occupations. Again, this is because, in the current digital era, businesses are now aware of the significance of SEO regarding driving traffic to their web pages.
SEO specialists help the organization navigate the constantly evolving and challenging search engine algorithms and optimize websites efficiently to enhance brand visibility. Another responsibility is improving SERP rankings on major search engines such as Google, Yahoo, and Bing and driving organic traffic.
Typically, an SEO specialist’s day-to-day activities include:
- Conducting keyword research to identify the specific keywords and phrases that the target audience is searching for on search engines
- Link-building to acquire and build high-quality backlinks to improve a website’s organic traffic
- Local SEO and geotargeting to optimize websites for keywords related to specific geographical locations
- Regularly monitoring and analyzing performance metrics, website, and PPC analytics, and competitor links (using tools such as Google Analytics and Ahrefs)
- Monitoring and staying updated with SERP Algorithm changes to adjust their strategies accordingly
- Tracking and reporting on campaign performances, such as PPC campaigns, and reconciling discrepancies.
According to Glassdoor, SEO specialists in the US can expect to earn anywhere from an average of $54,000 to $91,000 per year, depending on experience level, qualifications, skills, location, company, and more.
Social media manager
Today, the demand for social media managers is at an all-time high. Additionally, forecasts from the U.S. Department of Labor Statistics show that demand for social media managers is likely to grow by 6% by 2032 -exceeding the average rate of job growth- making it one of the most in-demand marketing jobs in 2024.
The Coronavirus pandemic catalyzed the increasing need for social media managers, as businesses had to shift from traditional local brick-and-mortar operations to a digital presence.
Who else is better than social media specialists and managers to guide businesses through digital transformation and achieve success on social media platforms such as Instagram, TikTok, and Facebook? A social media manager manages a business's presence on social media platforms, grows audiences, and builds and maintains a strong brand image.
Let’s take a closer look at some of the social media manager’s typical duties that contribute to business growth:
- Keeping up to date with trends and current technologies in social media, applications, and design tools
- Create and share engaging content regularly across social media platforms
- Drive social media advertising campaigns
- Build and maintain relationships with social media influencers
- Engaging in social listening and resolving customer queries
The average salary for a social media manager in the US ranges from $57,752 to $72,000. The position requires, at minimum, previous social media experience and a BSc in Marketing or Communications.
Product marketing manager
The demand for product marketing managers is high. Businesses need professionals who can quickly and efficiently develop products that align with constantly evolving customer needs and efficiently streamline the process of introducing a product to the market.
That’s where a product marketing manager comes in. The role of the product marketing manager has grown significantly, and project management skills are highly sought after, making it one of the most in-demand marketing jobs in 2024.
Demand for product marketing managers grows by around 30% each year. This results from factors such as the rise of e-commerce, the integration of technology across industries, and the growing influence of large tech companies in the job market.
Now, let’s take a closer look at some of a product marketing manager's responsibilities:
- Carrying out market research and identifying target markets
- Understanding the buyer’s journey
- Create engaging messages to be published on advertising campaigns and landing pages across various marketing channels
- Collaborating with the design, sales, and content teams to execute product strategies
- Evaluate product features, releases, and advertising copy via testing
- Construct product marketing strategies regarding advertising, pricing, and project introduction
According to Comparably, the average product manager in the US can earn around $107,000, which is not a bad option if you’re considering moving up the ranks in the marketing department. No one can easily predict the future, but certainly, businesses will always require innovative, productive development, and who better than product managers to help them achieve just that.
The demand for marketing analysts is expected to grow by 22% from 2020 to 2030, owing to the exponential increase in global data production. With the surge in data production, business owners require professionals to combine basic marketing principles with meticulous attention to detail.
Since not all marketing teams comprise individuals who can analyze data on market trends, competition, and consumer behavior with a detail-oriented approach akin to that of a data scientist, the role of a marketing analyst has become one of the most in-demand marketing jobs in 2024.
Let’s see what the role of a marketing analyst consists of:
- Researching and analyzing sales, product, competitor, market, and customer data
- Visualizing data through tables, charts, graphs, and maps
- Working with sales and marketing teams to identify opportunities to acquire new clients
- Data cleaning to uncover accurate insights that result in effective marketing campaigns
- Conducting market research
According to projections, the average annual pay for marketing analysts in the US will range from $65,000 to $78,000 in 2024. This profession requires, at minimum, education, and experience in computer science and statistics. As consumer demands evolve, companies constantly need marketing analysts, making this a stable and promising career path.
Digital marketing specialist
Due to the increasing popularity and influence of online content and advertising, the need for digital marketing experts continues to soar, and the numbers don’t lie either. Forecasts show that the growth of digital marketing specialists will likely grow 19% from 2018 to 2028, making it one of the most in-demand marketing jobs in 2024.
There is an ongoing digital skills gap crisis in the digital marketing industry, with a shortage of over 200,000 digital marketers in major US metropolitan areas.
In response, employers are pulling out all the stops to hire professionals to fill these marketing roles, making it an excellent opportunity for job seekers and career changers. A digital marketing specialist is responsible for promoting a business and its products and services via marketing campaigns through various online channels such as social media, email, paid advertisements, and more.
These are a few of the main tasks a typical digital marketing specialist performs:
- Develop and put into action SEO and PPC strategies
- Build and maintain a strong social media presence
- Develop engaging content such as blog articles, advertisements, and videos
- Identify new strategies to drive traffic to the company’s web pages
- Manage content marketing and link-building strategies
On average, a digital marketing specialist in the US can earn $63,000 per year. They require digital marketing qualifications and a portfolio, but not necessarily a university degree.
2024 is a promising year for marketing jobs
All in all, marketing roles such as SEO specialist, social media manager, product marketing manager, and marketing analyst are in high demand. The need for these professionals in particular in 2024 is fuelled by employers' need to have a workforce that can easily and efficiently navigate shifting customer needs, market dynamics, technological advancements, and skill gaps in their arsenal.
As businesses continue to realize the importance of marketing in business success, these roles stand out as drivers of innovation and prosperity in the market. In addition to the most in-demand marketing jobs of 2024, roles such as email markets, affiliate marketer, content marketer, copywriter, and influencer marketer are also on the radar of recruiters and employers this year.