Marketing Consultant
Digital Marketing salary 2025
As digital marketing recruitment specialists, we’re able to advise on the latest trends within marketing recruitment including salary information. This guide was last updated in January 2025.
Chief Digital Marketing Officer salary
Average salary £225,000
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VP Digital Marketing salary
Average salary £150,000
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Digital Marketing Director salary
Average salary £125,000
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Head of Digital salary
Average salary £95,000
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Digital Marketing Manager salary
Average salary £55,000
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Factors that may affect a digital marketing salary
Budget
The budget allocated for the digital marketing team can play a significant role in determining the salary offered to a prospective employee. What is the structure of the team? Do you require junior people (but perhaps more of them to get the job done) or are you hiring in a senior digital leader to cover more responsibilities? The structure of the team, number of team members and hiring budget will directly impact advertised salary.
The budget available for a hire will also depend on the type of business: start-up, scale-up or enterprise business. A more established business may have more financial security and investment behind them, whereas a business in start up mode may have to offer more modest salaries but showcase its potential: greater responsibility, more autonomy, potential for growth, and potential to become a leader quickly.
Specific or niche expertise required
Some companies may require specific or niche expertise for their digital marketing team, such as experience with a particular platform, industry or product launch. If this is the case, the company may need to offer a higher salary to attract someone with the necessary skills and experience, especially if they are being headhunted from a competitor in the industry.
Specific discipline experience needed
Digital marketing encompasses a wide range of disciplines, including SEO, PPC, social media, email marketing, content marketing and more. If the company requires expertise in a particular discipline, they may need to offer a higher salary to attract a specialist who has the specific skills, competencies and experience required by the business at that time.
Geographical location
The cost of living and salaries can vary depending on the geographical location. For example, salaries may be higher in London than in other parts of the UK due to the higher cost of living and commuting costs. This may also be relevant across other cities in the UK; however, some argue this should no longer be the case with the rise of hybrid / remote working, and employees should be rewarded on skills and competencies rather than location.
Company culture
Company culture can also impact the salary offered. Some companies may offer lower salaries but with other benefits, such as flexible working hours, remote work options, or a generous bonus scheme
Benefits to improve the take-home package
Flexible working hours
Many employees value flexible working hours, which can improve work-life balance and increase productivity. Offering flexible working hours can be an attractive benefit for senior digital marketers and digital leaders.
Remote work options
Remote work options have become increasingly popular over the past few years, especially after the pandemic. Offering remote work options can be an attractive benefit for senior digital marketers and digital leaders, as it allows them to work from anywhere and avoid a long commute.
Bonus scheme
A generous bonus scheme can be an attractive benefit for senior digital marketers and digital leaders. Bonuses can be based on performance or company-wide targets and can provide a significant boost to the employee’s overall compensation.
Health and wellness benefits
Health and wellness benefits, such as gym memberships or mental health support, can help improve employee wellbeing and reduce stress.
Professional development opportunities
Many employees value professional development opportunities, such as training courses, conferences, or mentorship programs. Offering these opportunities can help attract and retain top talent by demonstrating a commitment to employee growth and development.
Equity and stock options
Equity and stock options can provide a significant financial incentive for senior digital marketers and digital leaders. Offering these options can demonstrate a commitment to long-term growth and success, while also aligning the employee’s interests with the company’s goals.
Childcare support
Childcare can be a significant expense for many employees, especially for those with young children. Offering childcare support, such as onsite or subsidised childcare, can be an attractive benefit for working parents and can help improve work-life balance.
Sabbaticals and paid time-off for volunteer work
Sabbaticals and paid time-off for volunteer work can help improve employee wellbeing and engagement while also demonstrating a commitment to social responsibility. These benefits can be attractive for employees who value work-life balance and community engagement.
Digital Marketing Salary 2025: trends, insights & future projections
As businesses continue to invest heavily in digital marketing, the demand for skilled professionals remains high. Understanding salary expectations for 2025 is crucial for both employers looking to attract top talent and professionals navigating their career progression.
This guide provides a comprehensive overview of digital marketing salaries in the UK, including salary variations by role, industry and region, as well as the impact of emerging skills, hiring trends and future salary projections.
1. Regional salary variations in the UK
Location plays a key role in digital marketing salaries, with London generally offering the highest pay due to the cost of living and market demand.
- London & South East – Salaries are typically 10-20% higher than the national average.
- Midlands & North West – Competitive salaries but lower than in the capital.
- Scotland, Wales & Northern Ireland – Often lower than other UK regions, but with increasing demand in tech hubs like Edinburgh and Cardiff.
2. The impact of industry sectors on salaries
Salaries vary significantly by industry, depending on budget allocations and the importance of digital marketing within the sector.
- Technology & FinTech – Often pays the highest due to the need for specialist knowledge in data-driven marketing.
- E-commerce & Retail – Competitive salaries, particularly for roles focused on conversion optimisation and performance marketing.
- Finance & Healthcare – Demand for digital expertise is growing, with premium salaries for professionals experienced in highly regulated environments.
- Start-ups & SMEs – May offer lower base salaries but compensate with stock options and performance-based bonuses.
3. The growing influence of emerging skills on salaries
The digital marketing landscape is evolving rapidly, with employers placing a premium on professionals with expertise in:
- AI and Automation – Knowledge of AI-powered marketing tools (e.g., ChatGPT, Jasper, and HubSpot AI) can boost earning potential.
- Data Analytics & Attribution Modelling – Skills in Google Analytics, Looker Studio, and customer journey mapping are highly sought after.
- Performance Marketing & CRO – Experience in paid search, programmatic advertising, and conversion rate optimisation (CRO) is increasingly valuable.
- UX & Personalisation – Understanding customer behaviour and personalisation strategies can significantly impact salary levels.
4. Current hiring trends & market demand
- Remote & Hybrid Working – Many companies now offer flexible work arrangements, making it easier for talent to work from anywhere in the UK.
- Increased Demand for Contract & Interim Roles – Businesses looking for specialist expertise without long-term commitments are offering competitive daily rates.
- The Rise of Fractional CMOs – Start-ups and SMEs are increasingly hiring part-time Chief Marketing Officers to lead their digital strategies.
5. Comprehensive benefits overview
In addition to salary, digital marketing professionals prioritise workplace benefits. Some of the most valued perks in 2025 include:
- Flexible & Remote Working – Now a standard expectation in many industries.
- Health & Wellbeing Support – Private healthcare, gym memberships, and mental health resources.
- Professional Development – Training budgets, certifications, and leadership coaching.
- Equity & Stock Options – Particularly common in start-ups and tech firms.
6. Future salary projections for digital marketing roles
The digital marketing industry is expected to continue growing, influencing salaries in the following ways:
- Salary Growth in Data & AI-Driven Roles – Professionals skilled in AI, automation, and data analytics will see above-average salary increases.
- Increased Demand for Digital Leadership – Businesses seeking transformation experts will offer higher pay for C-suite and senior marketing roles.
- Pay Rises in Niche Sectors – Industries like healthcare, cybersecurity, and sustainability will see growing demand for digital talent.
In-demand digital marketing skills in 2025
According to Career Foundry, skills that you need to possess for career development in 2025 are:
- SEO: Driving highly relevant and intent-driven traffic to your website in a way that doesn’t require active daily budgets.
- AI expertise: to analyse data, personalise marketing outreach, and save time.
- Content planning: Along with copy writing, content planning is a fundamental skill to improve digital marketing campaign performance, SEO and brand awareness metrics.
- Email marketing: skills in customer segmentation, personalising messages and best practise design.
- Social media marketing: understanding social media algorithms, paid advertising campaigns and metrics, as well as analytics and design skills.
- Performance marketing: understanding how to set up best practise paid campaigns and analysing the data for optimisation, including attribution models.
- Multichannel marketing: using a combination of channels ensuring brand consistency.
- Design: Understanding and developing user experience design skills, including colours, fonts, layouts and hierarch of messaging.
- Video marketing: creating high-quality videos that are easy for a customer to consume and engage with.
- Data literacy: effectively using web analytics platforms to measure and make changes for optimisation of campaigns. The proficient use of cross-platform digital marketing tools that amalgamate data sources into one is also useful experience to have.
Further reading
