Organisations of all sizes need marketing professionals to engage audiences, drive growth, and protect their reputation - making it a career where creativity meets real business impact
The marketing sector at a glance…
- The field supports around 1.7 million UK jobs - roughly 5% of total employment.
- There are approximately 952,100 marketing professionals in the UK.
- In the six months to February 2026, over 3,400 UK job vacancies were in marketing.
What areas of marketing can I work in?
The sector is typically divided into three main areas:
- advertising - creating and delivering campaigns that capture attention across multiple channels.
- marketing - understanding customer needs, developing strategy and analysing performance across areas such as brand, content and data.
- public relations (PR) - managing reputation, building media relationships and leading communication during high pressure situations.
Discover how to start a career in PR.
Many roles now blend elements of all three areas, particularly in digital marketing. Online advertising accounted for around 83% of total UK ad spend in the second half of 2025, reflecting the shift towards digital channels. Within marketing itself, roles are often divided into:
- brand marketing - long term positioning, storytelling and reputation building.
- performance marketing - data driven campaigns aimed at measurable results such as clicks, leads and sales.
Other areas include:
- B2B (business to business) marketing
- B2C (business to consumer) marketing
- customer relationship marketing (CRM)
- customer lifecycle marketing
- growth and digital transformation roles
- marketing technology and automation.
In PR and communications, you could specialise in:
- consumer media relations
- corporate communications
- crisis management
- public affairs.
You may work in-house, managing one organisation's brand and campaigns, or in an agency, delivering services to multiple clients.
Freelancing or consulting is another option, offering flexibility while building expertise.
For examples of specific roles, jobs in marketing.
How big is the UK marketing industry?
The UK's marketing industry is dominated by a few top agencies, each earning over £185 million annually. The latest Institute of Practitioners in Advertising report forecasts steady marketing spending in 2024, followed by modest growth from 2025 to 2027. This positive trend suggests increasing demand for skilled marketers.
The digital revolution has transformed the industry, shifting focus to online advertising. Digital ad spending reached £29.6 billion in 2023, highlighting the growing importance of online platforms for reaching consumers.
The UK's marketing industry also plays a significant role in international marketing, with many UK-based agencies and brands operating globally. This international presence contributes to the industry's size and influence.
Where are the UK's marketing hubs?
London is still the largest centre for marketing, advertising and PR, but strong regional hubs are growing. Cities such as Manchester, Leeds, Birmingham and Bristol have thriving digital, creative and media sectors, offering strong graduate opportunities with lower living costs than London.
Many brands now operate hybrid or fully remote teams, widening access to roles across the UK. While salaries may vary by region, remote working has helped reduce geographical barriers, particularly for digital and performance marketing roles.
Who are the main graduate employers?
Marketing roles exist across almost every sector. In-house opportunities include:
- financial services firms such as Barclays, HSBC and Lloyds Banking Group
- healthcare providers including Bupa and Nuffield Health
- retail and ecommerce brands including Amazon, ASOS and Tesco
- technology companies such as Apple, Google and Meta.
Agencies also offer a range of roles, from full service to specialist digital or PR positions. Major firms include:
You'll also find opportunities in non-profits, government departments and consultancies, allowing you to align your career with sectors or causes you care about.
Search graduate jobs in marketing, advertising and PR.
Why should I work in marketing?
A career in marketing, advertising or PR combines creativity, strategy and impact. You'll have the chance to:
- generate innovative ideas
- see your work make a real difference for brands and audiences
- solve challenges across communication, engagement and business growth.
Marketing vacancies are up by around 31%, rising from 2,600 to 3,400 in the six months to February 2026.
See our marketing, advertising and PR job profiles to explore typical salaries, responsibilities, and working conditions.
What's it like working in marketing?
Marketing is creative and rewarding, but it's also fast paced and commercially driven. Busy periods, such as product launches or seasonal campaigns like Black Friday, can involve longer hours and greater responsibility.
At its core, marketing drives business growth. Your work is tied to measurable targets - it's not just about ideas - but delivering results. Even creative roles rely on data, including:
- conversion rates
- cost per acquisition
- engagement levels
- revenue growth
- website traffic.
The rise of AI is changing the way entry level marketing works. Tasks you might have traditionally done are increasingly automated including:
- generating campaign copy
- producing basic analytics reports
- scheduling social media posts
- writing blog posts.
As a result, your focus will shift to orchestrating AI:
- adding brand nuance
- connecting insights across multiple channels
- guiding, validating, and refining AI generated content.
You'll also need to analyse customer feedback, interpret performance data, and respond with creativity and authenticity - skills that AI cannot replicate. Discover how to get a job in AI.
Even with these changes, marketing still offers variety and opportunities for growth. You'll gain the satisfaction of:
- driving measurable results
- making a real contribution to your brand's ethical and creative impact
- seeing campaigns succeed.
Discover marketing jobs, what they pay, and how your career could progress.
Which marketing skills do employers want?
Employers look for a mix of creativity, analytical thinking, and strong communication skills. Technical expertise is increasingly important, especially as digital channels dominate. Key skills include:
- content creation and digital storytelling
- email, search engine optimisation (SEO), and social media
- data analytics and campaign measurement.
Graduates will also need to demonstrate cultural awareness, ethical judgement, and creative problem solving, particularly when working with AI generated content.
Employers are increasingly looking for graduates who can think strategically, measure campaign performance, and navigate digital tools confidently, rather than just completing routine tasks. If you excel in these areas, you can progress into senior strategic or leadership roles, or specialise in areas such as:
- analytics
- content
- marketing automation
- paid media
- SEO.
Those who are adaptable, creative and data literate, will stand out in a competitive job market.
For information about in demand skills, see what skills do employers want?
How do I get a graduate job in marketing, advertising and PR?
Breaking into the industry usually starts with practical experience. Internships, freelance projects and voluntary work can help you build a portfolio that showcases your skills, creativity and initiative.
There are multiple pathways into the industry, including:
Alongside formal programmes, developing your personal brand online can make a real difference. Attend industry conferences and webinars, connect with professionals, and explore specialist job boards such as:
Learn how to network online.
Speculative applications to companies you admire can also open doors and help you stand out. For more guidance, see our tips on getting into digital marketing or starting a career in PR.
Check out how to get into digital marketing or explore how to start a career in PR.
Do I need a marketing degree?
You don't need a specific marketing degree to succeed, as many employers prioritise skills and experience over formal qualifications. Professionals enter the field from varied academic backgrounds, including:
That said, a marketing-specific degree can open doors. Data from the Graduate Outcomes Survey shows that around 87% of marketing graduates are in work or further study within 15 months, often moving into roles such as:
- account management
- brand management
- digital marketing
- media planning.
About 32% work as advertising and marketing associate professionals, while others move into areas such as:
Whatever your background, building a portfolio of campaigns, content, or data projects is one of the best ways to demonstrate your skills and stand out to employers.
Discover what you can do with a marketing degree.
What CPD can marketers do?
Continuous professional development (CPD) is essential to stay competitive in marketing. Employers value skills in data analytics, digital strategy, brand leadership and campaign measurement, and nearly 63% of business leaders see ongoing training as critical to improving results.
To build your skills, start by taking online courses through platforms like:
Attending industry events is another way to stay current and expand your network. Conferences provide insights into trends, best practices and emerging tools, while giving you the chance to meet professionals across the sector, such as:
Joining professional bodies can further strengthen your expertise, offering professional qualifications and networking opportunities. Consider joining:
- Chartered Institute of Marketing (CIM)
- Public Relations and Communications Association (PRCA)
- Institute of Practitioners in Advertising (IPA)
Mentorship schemes can also provide guidance, feedback and insight from experienced marketers. You can research structured programmes like:
- Bloom - Mentoring Programme
- CIM - Mentoring Scheme
- School of Marketing - Live Mentoring Sessions
- The Marketing Academy - Scholarship Mentoring
Self directed learning is equally important. Experiment with new tools and platforms, follow industry leaders and blogs, and read marketing books or case studies to keep your knowledge fresh in a fast changing marketing sector.