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Job outlook for marketing specialists in the United States
Marketing specialist job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected marketing specialist job growth rate is 19% from 2018-2028.
About 150,300 new jobs for marketing specialists are projected over the next decade.
Marketing specialist salaries have increased 5% for marketing specialists in the last 5 years.
There are over 405,911 marketing specialists currently employed in the United States.
There are 87,145 active marketing specialist job openings in the US.
The average marketing specialist salary is $54,942.
Are marketing specialist jobs in demand?
Marketing specialist job and salary trends over time
Marketing specialist jobs over time
Marketing specialist job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 405,911 | 0.12% |
| 2020 | 385,951 | 0.11% |
| 2019 | 379,130 | 0.11% |
| 2018 | 355,448 | 0.11% |
| 2017 | 331,314 | 0.10% |
Average marketing specialist salary over time
Marketing specialist salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $54,942 | $26.41 | +3.2% |
| 2024 | $53,256 | $25.60 | +1.1% |
| 2023 | $52,696 | $25.33 | --0.2% |
| 2022 | $52,788 | $25.38 | +1.1% |
| 2021 | $52,229 | $25.11 | +0.7% |
Marketing specialist jobs by state
Most common states for marketing specialists
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 213 | 31% |
| 2 | Delaware | 961,939 | 201 | 21% |
| 3 | Vermont | 623,657 | 132 | 21% |
| 4 | New Hampshire | 1,342,795 | 255 | 19% |
| 5 | Rhode Island | 1,059,639 | 185 | 17% |
| 6 | Wyoming | 579,315 | 96 | 17% |
| 7 | Minnesota | 5,576,606 | 904 | 16% |
| 8 | North Dakota | 755,393 | 122 | 16% |
| 9 | Massachusetts | 6,859,819 | 1,024 | 15% |
| 10 | South Dakota | 869,666 | 133 | 15% |
| 11 | Utah | 3,101,833 | 428 | 14% |
| 12 | Nebraska | 1,920,076 | 267 | 14% |
| 13 | Virginia | 8,470,020 | 1,110 | 13% |
| 14 | Colorado | 5,607,154 | 745 | 13% |
| 15 | Connecticut | 3,588,184 | 478 | 13% |
| 16 | Maine | 1,335,907 | 177 | 13% |
| 17 | Montana | 1,050,493 | 136 | 13% |
| 18 | Alaska | 739,795 | 94 | 13% |
| 19 | Oregon | 4,142,776 | 491 | 12% |
| 20 | Idaho | 1,716,943 | 208 | 12% |
Most common cities for marketing specialists
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Bangor | 4 | 13% | $62,445 |
| 2 | Hartford | 5 | 4% | $59,009 |
| 3 | Atlanta | 11 | 2% | $44,503 |
| 4 | Boston | 11 | 2% | $57,586 |
| 5 | Baton Rouge | 5 | 2% | $39,558 |
| 6 | Des Moines | 4 | 2% | $51,027 |
| 7 | Little Rock | 4 | 2% | $57,535 |
| 8 | Phoenix | 9 | 1% | $45,738 |
| 9 | San Diego | 8 | 1% | $53,876 |
| 10 | Washington | 8 | 1% | $63,821 |
| 11 | Sacramento | 7 | 1% | $65,964 |
| 12 | Denver | 4 | 1% | $56,264 |
| 13 | Miami | 4 | 1% | $39,276 |
| 14 | Tampa | 4 | 1% | $39,725 |
| 15 | Chicago | 11 | 0% | $56,712 |
| 16 | Los Angeles | 10 | 0% | $55,155 |
| 17 | Houston | 7 | 0% | $48,969 |
| 18 | San Jose | 5 | 0% | $63,675 |
| 19 | Indianapolis | 4 | 0% | $49,972 |
Marketing Specialist job outlook: Expert opinions
Our panel of marketing specialist experts
University of Louisiana at Monroe
Susquehanna University
New Jersey Institute of Technology
Coastal Carolina University
Grand Valley State University
Saint Mary's College
University of Kentucky
Elon University
Winthrop University
Montana State University - Billings
Arizona State University
University of Connecticut
Bowie State University
What will help Marketing Specialists increase their earning potential?
Dr. Joy Daggs: I have quite a bit of advice:
1. Get as much experience as an undergraduate as possible. Many programs require internships, but even if they don't, seek opportunities to get experience. Take leadership roles in student organizations. Even if it's not specifically a 'public relations' entitled position, anything where you practice your skills is helpful. Even if you need to work a job in retail or service, those jobs still provide important benefits other than a paycheck. Don't discount your experiences!
2. Don't pass up opportunities to meet professionals. Many schools and departments bring their alumni on campus or do virtual events so that you can meet and chat with professionals. Even if it's not required for class, GO. You never know when a casual conversation may lead to an internship or an important professional connection.
3. Use your LinkedIn profile to your advantage. Make sure you have a professional picture that shows you in your best light. Follow organizations that you want to work for and other professional organizations related to your interests. I know of people getting interviews based off of LinkedIn interactions. Check your other social media accounts to make sure that you are not presenting yourself poorly. Most likely, organizations will Google you or look up your personal social media. There are reports of students losing opportunities because of poor social media choices.
What general advice would you give to a Marketing Specialist?
Mr. Daniel Routh: More and more companies want to expand their presence on social media, and someone with good video, photography, writing, and spoken communication skills is in demand. Someone who communicates well also has potential for leadership and promotion, especially in HR and PR fields.
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Andrew Wood Ph.D.: People entering the field should become increasingly familiar with technologies related to social media, artificial intelligence, and augmented reality, while demonstrating an interest in contemporary issues such as health care, climate change, environmental justice, community engagement, and similarly high-impact issues. It's one thing to possess a degree in communication studies; it's a much more important thing to translate the field's concepts and theories to the problems (and opportunities) that are transforming our planet.
What general advice would you give to a Marketing Specialist?
Amy Mehaffey: A Marketing Specialist's daily tasks include developing and implementing marketing campaigns, analyzing market trends, and creating content for various platforms. They also coordinate with other departments at any given company to ensure brand consistency and monitor the effectiveness of marketing efforts through data analysis. Oftentimes, a marketing specialist may be the only person at a company who has an understanding of the importance of outreach, communication, marketing, and telling the business's story. Therefore, this person often becomes somewhat of an internal advocate for the purpose of marketing itself and acts as an educator to their peers on various marketing concepts and tactics. Day-to-day duties are highly dependent on the number of marketing people on the team, ranging from ad buying, writing, public relations, content creation, and more. Larger firms may have marketing specialists with specific emphasis areas like email marketing, social media, analytics, etc.
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Amy Mehaffey: There is an increasing reliance on digital marketing and data analytics in the field of marketing. Businesses understand the importance of digital technologies, online platforms, and targeted marketing, creating a high demand for skilled professionals in this dynamic and evolving field. Understanding the strategy behind marketing and the connection between data, psychology, and human behavior is crucial. Marketing offers creativity, strategic thinking, and the opportunity to see tangible results from efforts, making it a rewarding career.
What will help Marketing Specialists increase their earning potential?
Amy Mehaffey: People like being a Marketing Specialist because it offers creativity, strategic thinking, and the opportunity to see tangible results from their efforts. It can be fulfilling to help a business grow. However, individuals in this field may dislike the fast-paced environment, tight deadlines, and the constant need to stay updated with rapidly changing marketing trends and technologies. It requires risk-taking, trusting instincts, and a commitment to lifelong learning to succeed in the marketing field.
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Dr. Alice Veksler Ph.D., BCPA: Practice your interpersonal skills and think about how what you have learned in your coursework translates to your chosen field of work. Teamwork, conflict resolution, social media savvy, and professionalism can make or break a career. Being able to articulate and demonstrate mastery of these skills with concrete examples during an interview can help land the job and then embodying the skillset of an excellent communicator will lead to professional success. Networking is also key so making sure that you do internships and engage with others in your chosen field helps with securing a job. Forging connections early in one's career can pay massive dividends down the road. We say that 'you get jobs by talking to people' and this maxim is especially true for a broad field like communication studies. Finally, I always encourage a healthy work-life balance to avoid burnout and maximize productivity.
What general advice would you give to a Marketing Specialist?
Zachary Moore Ph.D., M.B.A.: Marketing is a very diverse field, and salaries can vary considerably depending on the types of jobs young marketers pursue. But generally, taking a bet on oneself by pursuing jobs with a commission-based compensation plan can lead to higher earnings in the long term. In marketing, these positions tend to be in sales. Being willing to take risks and betting on yourself to succeed are important determinants of your career earnings potential.
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Zachary Moore Ph.D., M.B.A.: Marketing is a dynamic, rapidly evolving field. It always has been, and it always will be. Marketing tactics are driven by the popular culture of the societies companies serve. This said, aspiring marketers must realize that as things change, they must be willing to adapt their tactics to meet the consumer where they are. However, just as things change, there are enduring truths that shape marketing practice. Consumers want to be valued and heard. By keeping these touchstones in mind and staying up to date with modern trends, marketers can develop long-lasting careers and maintain relevancy as society evolves. My biggest advice is to be a successful marketer, you must do three things: 1. Keep your customers at the heart of what you do. 2. Meet your customers where they are. 3. Create value for your customers, company, and self. If a marketer can accomplish these three things, they can develop a career that will withstand the forces of change.
What will help Marketing Specialists increase their earning potential?
Zachary Moore Ph.D., M.B.A.: Over the next few years, Artificial Intelligence (AI) will continue to evolve and become more important in marketing practice. Learning to work with AI will be a very important skill for marketers. AI skills are broad and encompass many different uses of the technology. While there are some skills that are specific to certain facets of the marketing industry, all aspiring marketers should be familiar with AI tools for content creation (written, graphic, and audio/video), data visualization, text scraping, and marketing research. While AI will certainly shape the marketing field in the coming years, marketers must still be excellent storytellers and communicators. Marketers who can tell compelling stories to various stakeholder groups using traditional tools with the assistance of artificial intelligence will have a potent skill set that will allow them to succeed in their endeavors.
What general advice would you give to a Marketing Specialist?
Dr. Hualu Zheng PhD: Be data-driven – be able to draw conclusions based on meaningful data analysis is key to the success of a marketing leader. Continuously honing your skills in collecting, visualizing, and analyzing marketing data will pave the way for better knowledge of your company, the competition, and the industry. Be curious and stay updated – marketing is dynamic; it demands the professionals to continue to learn the new trends, news, policy changes, and technology innovations, to keep up with the evolvements and remain competitive. Network – build and expand your connections with other professionals in the field – Stay open-minded; people from other categories can offer invaluable insights that can be inspiring. These connections not only provide fresh perspectives but also open doors to potential future opportunities.
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Dr. Hualu Zheng PhD: Given the importance of data-driven decision making in the field of marketing, mastering data analysis is critical for the success of young marketing professionals. Additionally, the ability to utilize AI tools for analyzing market trends and data is equally essential.
What will help Marketing Specialists increase their earning potential?
Dr. Hualu Zheng PhD: Invest in Your Skills: Continuously investing in acquiring new skills and qualifications is critical. It can be especially beneficial to pursue sequential qualifications in one specialty, such as digital marketing or marketing analytics. For example, if a young professional is interested in the field of digital marketing, diving into the details of this sub-field and enhancing as many relevant skills as possible will significantly enhance the professional's competitiveness, their value to the organization, and therefore their salary potential. This might involve learning various facets like content creation, PR, digital posting, social media scheduling, graphic design, and digital analytics, etc.
What general advice would you give to a Marketing Specialist?
Yao Sun: The world has never been so eager for enhanced communication. Individuals, parties, organizations, etc. all need conversations and dialogues to improve the understanding toward each other as well as toward the new challenges that we are facing. Being a Communication Specialist can play an important role in this regard.
Wendy Weinhold Ph.D.
Associate Professor of JournalismCoastal Carolina University
Communication And Media Studies
What general advice would you give to a Marketing Specialist?
Wendy Weinhold Ph.D.: Negotiation is so important whenever you start a job. Research will help you understand what people are making in similar jobs in your area, and you will be more likely to get a better offer if you know what to ask for based on what’s reasonable. Beyond salary, you can negotiate technology—such as laptop computers, tablets, phones—as well as other perks, such as professional development stipends. And remember: your first salary is just a start!
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Wendy Weinhold Ph.D.: Curiosity is the most importantly thing when it comes to skill building. Your college classes have you a solid foundation, but there is always more to learn. Seek out mentors who will help you understand your strengths and weaknesses, and be open to opportunities that help you grow.
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Dr. Mikhila Wildey PhD: I think the ability to engage and connect with people will be very important in the field as we shift more and more to a culture that is driven by AI. Although AI can be a useful tool, it likely won’t ever fully replace the value of human interaction and connection. In addition, employers often comment that they want to see employees with strong work ethic, and I think this will continue to be the case in 3-5 years. Having a strong work ethic can separate the people that move forward in their careers to those who remain stagnant.
What will help Marketing Specialists increase their earning potential?
Dr. Mikhila Wildey PhD: My general advice for a graduate beginning their career in the field is to work hard, stay open-minded, and network! Most employees won’t stay in the same position for their entire career, and so I often tell graduates to not get too hung up on the first job needing to be the 'perfect' job for them. Often, the first job will be a place where they learn how to navigate the workplace, learn about their own strengths/weaknesses, and figure out what they like and don’t like. I encourage graduates to use this information to help them make decisions about the next steps in their career. And, if they are working hard and networking with people at their job, then opportunities will often times present themselves or be more available to them as they navigate their future career path.
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Dr. Veronica Hefner: Knowing how to brand yourself, both in person and online, is becoming increasingly important. If you're networking at an event, do you have short stories or anecdotes that you can share that help you come across as interesting? A story can tell a listener about your values, work ethics, drive, and competencies much better than you sharing a laundry list of your achievements. The same thing is true when branding yourself online. Another skill is the ability to communicate, even if that sounds simple. Are you able to write a professional email? Can you carry on an intelligent conversation with a potential client? Do you know when to stop talking and actively listen? Are you able to get your message across to diverse audiences? These skills are applicable no matter what job you do.
What will help Marketing Specialists increase their earning potential?
Dr. Veronica Hefner: I would recommend that a new graduate shows up and does the work to the best of their ability. So much of success is determined by reliability, competency, and effort. Aim to achieve a work/life balance that helps you stay mentally and physically healthy, but realize that means that when you're at work, you need to work. The most successful people are not always the most talented or the most educated, but they are the ones who exert the most effort and ambition. However, when you go home at the end of the day, leave work behind and focus on yourself. Finally, show respect to others. If you disagree with them, or just don't like them, you still need to show respect. Respect diverse people, ideas, perspectives, and consider the experiences you have with people and ideas that are different from your own as a privilege that helps you learn and grow.
What general advice would you give to a Marketing Specialist?
Dr. Travis Simkins: Likes: Creativity, Analytical and Quantitative Aspects, Variety, Impact, Collaboration. Dislikes: Pressure and Deadlines, Uncertainty, Measurement and Accountability, Constant Change
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Dr. Travis Simkins: There are a lot of great reasons to enter the field of marketing now. The demand for digital marketing skills is high, marketing blends creativity and strategy, marketing is about building relationships and understanding consumers, marketing is dynamic and constantly evolving.
What will help Marketing Specialists increase their earning potential?
Dr. Travis Simkins: Here are some activities that a marketing specialist might engage in on a day-to-day basis: Market Research, Campaign Planning and Execution, Content Creation, Digital Marketing, Brand Management, Relationship Building, Analytics and Reporting, Project Management, Continuous Learning
Ying Lu Ph.D.
Associate ProfessorUniversity of Kentucky
Hospitality Administration/Management
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Ying Lu Ph.D.: Introducing and instructing customers on how to use various tech equipment to have a better consumption experience.
What general advice would you give to a Marketing Specialist?
Kenn Gaither Ph.D.: Adopt a growth mindset and keep learning. The skills from college are still valuable and useful, but so too is the ability to stay at the forefront of relevant trends. Public relations practitioners are strategic communicators, requiring disciplinary expertise, knowledge of cultural and technological trends and news, and a broad skill set. Continuing to invest in these areas will give a new graduate both a competitive edge and pathway for upward mobility.
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Kenn Gaither Ph.D.: Interpersonal skills will become as valuable as ever. AI will eliminate some of the more menial parts of public relations, allowing practitioners to get to face-to-face, which is still the space where opportunity, innovation and relationships-building thrive.
What will help Marketing Specialists increase their earning potential?
Kenn Gaither Ph.D.: Focus on your skills honed by coursework, internships or involvement in student media organizations. Although you might not have significant full-time experience yet, offer your skill set as salary negotiation lever. Also, know your worth. If you receive an offer, consult with a mentor or career advisor to discuss strategies to maximize your salary potential and know a good starting point. Finally, ask about opportunities for promotion and timelines. Sometimes it can pay off to take slightly less than anticipated if there is a clear path toward salary increases or the company has a track-record of rapidly advancing entry-level employees.
Bonnye Stuart
Internship Coordinator, Speech Communication Coordinator, Study Abroad Adviser, Integrated Marketing Communication InstructorWinthrop University
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Marketing Specialist?
Bonnye Stuart: First of all – have an e-portfolio of your work to show what you can do! Share that during the interview. Build trust with your employer during the interview stage that you have the skills and can-do attitude necessary to be an asset to his/her company! Be willing to go the extra mile, take on extra tasks, work long and hard on projects – all without asking if you will be paid extra for doing this!
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Bonnye Stuart: Communication skills – in-person and mediated – will become more important as personal communication becomes less frequent and online communication takes center-stage. Analyzing analytics will be crucial as companies and organizations strive to 'really know' their publics behaviors and reach them where they are. Understanding Search Engine Optimization will be a great skill. Writing for a variety of formats – from long form storytelling to blogging will be important. Other skills will include videoing, photography, content creation, website editing and revision and trend watching!
What will help Marketing Specialists increase their earning potential?
Zack Stiegler Ph.D.: Having flexibility, willingness to learn new skills, and dedication to the organization can enhance one's value as an employee. Preserving work-life balance is also important to avoid exploitation.
What general advice would you give to a Marketing Specialist?
Dr. Sarah Keller: Visualize your dream job, search online to find examples of organizations and positions doing what you want to do, find the individuals doing those jobs and schedule an informational interview with them. Find out how they got there, what steps they followed.
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Dr. Sarah Keller: Be curious, be eager, hard working, and be kind. Build relationships with everyone in your network, not just those who you think will be useful to you. You never know how a relationship will benefit you down the line.
What will help Marketing Specialists increase their earning potential?
Dr. Sarah Keller: Digital strategies of persuasion; finding out what works to build engagement and action online; research evaluating social media strategies.
What general advice would you give to a Marketing Specialist?
Ms. Katie Malles: The author is Katie Malles, marketing career consultant at the W. P. Carey Career Services Center.
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Ms. Katie Malles: The author is Katie Malles, marketing career consultant at the W. P. Carey Career Services Center.
What will help Marketing Specialists increase their earning potential?
Ms. Katie Malles: The author is Katie Malles, marketing career consultant at the W. P. Carey Career Services Center.
What general advice would you give to a Marketing Specialist?
Scott Wallace: Young people entering the field like the excitement, the variety and the fast pace that comes with this work. You get to meet all sorts of people, hear their stories and use your skills to turn them into stories for the broader community. It’s a lot of fun! The biggest drawback for some is that the job usually requires working long hours and an unpredictable schedule.
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Scott Wallace: The media market is in a state of flux right now, with many new companies stepping in to the fill the void left by the disappearance of local newspapers. Technology has evolved to the point where a resourceful Digital Media Specialist can perform tasks that once required at least 3-4 people, from writing articles to shooting, editing and posting videos and photos on news sites or social media. It’s an exciting time to be entering the field!
What will help Marketing Specialists increase their earning potential?
Scott Wallace: One of the beauties of this career is that every day is different. A Digital Media Specialist might be sent out to cover an outdoor concert one day or flooding in a local community the next. A Digital Media Specialist needs to develop a range of skills that include recognizing a good story and being able to tell it with crisp, clear writing and strong visuals. It’s a wonderful way to connect with people from all walks of life. A successful professional will keep up on the news and be keeping a watchful eye on event calendars to seek out opportunities for great storytelling!
What Marketing Specialist skills would you recommend for someone trying to advance their career?
Dr. Rochelle Daniel: My general advice to a graduate who transitions into that first professional job in the Communication field is similar to advice I give Communication students for navigating internship workspaces (Communications Internship Handbook: What HBCU Students Need to Know, 2022). Be intentional about learning the organizational or office culture, really listen to find out what is expected of you, be flexible and adaptable when there are changes in workflow, and don't be afraid to ask questions.