Author: Kristen Harris
The Hot (and Not-So-Hot) List: Marketing & Creative Jobs in 2024
The marketing and creative landscapes are like a fast-paced game of musical chairs. What was a coveted position a few years ago might be on the sidelines today. We continue to see significant transformations in 2024, driven by rapid technological advancements, shifting consumer behaviors, and the increasing influence of AI.
If you’re looking to land that dream job or pursue the next evolution of your creative career, it’s crucial to understand the current hiring trends. In this post, we’ll break down the roles in high demand in 2024 and some that might be on the decline. We’ll also explore how AI will play a role in the future of marketing and creative jobs.
Roles in High Demand and Growing
Data-Driven Warriors
We love engaging copy and eye-catching graphics, but marketing isn’t just about catchy slogans and creative visuals. Today’s data-driven marketers use insights to unearth valuable customer behavior and optimize strategies. A recent report found that 55% of creative and marketing managers are specifically looking to hire for roles that leverage data.
- Marketing Analytics Managers / Data Analysts
- Role: Oversees marketing data collection, analysis, and interpretation to measure campaign effectiveness and inform future strategies.
- Data: The Bureau of Labor Statistics projects a 23% growth rate for market research analysts and marketing specialists from 2023 to 2033.
- Reason: Companies increasingly rely on data-driven decision-making, making data analysts crucial for interpreting complex datasets and informing marketing strategies.
- Performance/Growth Marketing Managers
- Role: Develops and executes data-driven marketing campaigns to acquire new customers and drive business growth.
- Data: A report from the Growth Marketing Conference shows a 28% increase in demand for performance/growth marketing managers in 2024.
- Reason: As companies prioritize measurable outcomes and ROI, the need for professionals who can drive customer acquisition, retention, and revenue growth through data-driven strategies is rising. These roles focus on optimizing marketing funnels, leveraging performance metrics, and ensuring marketing efforts align with business growth objectives.
Content Kings and Queens
Content is still king (or queen!), but how it’s created and consumed is changing. Compelling narratives that resonate across different platforms is crucial.
- Content Strategists
- Role: Develops and oversees a content marketing strategy, ensuring content aligns with brand messaging and audience needs.
- Data: A survey by the Content Marketing Institute reports a 20% increase in job openings for content strategists in 2024.
- Reason: With content being a central component of digital marketing, businesses need professionals to develop and manage comprehensive content strategies to ensure consistency, alignment with business goals, and effective audience engagement.
- Social Media and Marketing Content Creators
- Role: Brings content strategies to life with engaging visuals, videos, and written content for social media platforms and other marketing channels.
- Data: A study by HubSpot reveals that 75% of marketers plan to increase their content marketing budgets in 2024, highlighting the growing demand for content creators.
- Reason: Brands are investing heavily in content to engage and retain customers across multiple platforms, requiring skilled writers, videographers, graphic designers, motion designers, editors, and more.
UX/UI Dream Team
The user experience (UX) and user interface (UI) are critical for any online interaction. With the continued rise of e-commerce and mobile apps, these specialists are in high demand.
- UX Designers
- Role: Focuses on creating user-centered experiences, ensuring users have a smooth and intuitive interaction with a product or service.
- Data: A report by Adobe indicates a 30% rise in demand for UX designers in 2024.
- Reason: As user experience becomes a critical differentiator in the digital marketplace, the need for professionals who can design intuitive and engaging experiences is skyrocketing.
- UI Designers
- Role: Crafts the visual elements of a website or app, ensuring it’s not only beautiful but also functional and user-friendly.
- Data: The same Adobe report shows a 25% increase in demand for UI designers in 2024.
- Reason: With an ever-increasing number of digital interfaces, ensuring your brand’s platform is visually appealing and easy to use is critical.
Influencer Insiders
Influencer marketing isn’t going anywhere, but the days of simply throwing money at a celebrity or household name are over. Brands need specialists who can navigate the complex world of influencer identification and partnership.
- Influencer Marketing Specialists and Managers
- Role: Identifies the right social media influencers who align with the brand’s target audience, negotiates deals, and tracks campaign results.
- Data: Influencer Marketing Hub states that influencer marketing is projected to grow to a $21.1 billion industry in 2024, up from $16.4 billion in 2022.
- Reason: Brands are increasingly leveraging influencers to reach target audiences in a more authentic and relatable manner.
Roles Least in Demand or Showing a Decline
Traditional Print, Advertising, and Broadcast Roles
While print media still has its place, the rise of digital marketing has put a damper on some traditional roles. Roles like Print Graphic Designers, Radio Ad Copywriters, TV Commercial Directors, and Broadcast Media Buyers are becoming less prevalent. The good news is that creative people are flexible and lifelong learners! Generally, people leverage their experience and skills to shift into similar digital roles, or expand to work on both traditional and digital projects.
The Solo Flyer
It’s becoming difficult to be a one-person marketing team or lone wolf marketer. Companies need a variety of creative folks with a wide range of marketing skills, so a Marketing Coordinator or Manager is no longer expected to be the single expert in everything marketing-related. Instead, they are truly coordinating a team of experts and specialists, often comprised of both internal staff and outsourced talent with specific skill sets.
Content Custodian
With the rise of content automation tools and SEO best practices that favor fresh content, the role of the content editor or proofreader who simply edits and revises existing content might become less necessary. Writing needs will be more creative and concept-driven, with content professionals leveraging their skills in areas like content strategy or SEO optimization.
The AI Factor: Friend or Foe?
We can’t talk about which marketing and creative roles are rising or falling without acknowledging the impact of artificial Intelligence. AI is undoubtedly impacting the marketing and creative landscape. Here are a few ways it may influence future roles.
AI as a Partner
AI can automate repetitive tasks like data analysis, ad buying, and content creation (think basic blog posts or social media updates). This frees up human marketers to focus on higher-level strategic thinking and creative endeavors.
Rise of the Human-AI Duo
We expect to see a rise in hybrid roles that combine human creativity with AI’s analytical muscle. For instance, a copywriter might leverage AI-powered writing tools to generate content drafts and refine them with their own creative touch. (For example, AI helped by providing research I could use to craft this article.)
AI Specialists and Machine Learning Engineers
As AI becomes integral to marketing strategies, there is a growing need for professionals who can develop and manage AI systems.
What’s Next?
Currently, the marketing and creative job market is dynamic, with some roles seeing a surge in demand while others are facing a decline. The influence of AI and technology is undeniable, creating both opportunities and challenges for creatives. The only way to keep up is to stay informed, learn new skills, and keep adapting to changes! Our future is already here.
References
- LinkedIn’s 2024 Jobs Report
- HubSpot 2024 Marketing Statistics
- Bureau of Labor Statistics (BLS)
- Adobe UX/UI Design Report 2024
- Influencer Marketing Hub
- American Institute of Graphic Arts (AIGA)
- Zenith Media Consumption Forecasts
- Content Marketing Institute (CMI) 2024 Survey
- Growth Marketing Conference 2024 Report
- Direct Marketing Association (DMA)
- PwC Annual Media Report
- Nielsen TV Viewership Report
- We're on DesignRush!
