The labor market in Digital: which marketers are most in demand this spring
The digital job market this spring is as harsh as a cold shower after a warm-up in the release — there is demand, but only specific skills are paid for reasonably. The main trend is that employers pay for results and measurable skills, rather than for “universal marketers” with impressive resumes. According to a job portal, the average salary for a “marketer” position in the country is almost at the average corporate offer level, but the range is wide and depends on specialisation.
Who is currently most sought after
- Marketing analysts and data-driven specialists. Demand for analytics has grown: there are many job ads requiring SQL, Power BI, Google Analytics or GA4 skills and experience with attribution. Examples of analyst vacancies offer salaries above average, sometimes significantly higher.
- Performance marketers (PPC, digital acquisition). Companies are willing to pay for people who bring in customers cheaply and consistently. These positions are particularly in demand in e-commerce and SaaS.
- Head of SMM and specialists in influence and short-form content. TikTok and Reels have forced budgets to shift to where the attention is — and salaries for senior positions reflect the channel’s new importance. There are job advertisements with Head SMM roles above the sector average.
- Content and SEO specialists who know how to write for results and understand technical SEO. Demand is stable, but pay varies more than in performance.
- CRM, email, and retention marketers. Companies value those who know how to generate repeat sales from their database and work with automation.
What salaries do we see on job portals, and what does this mean for candidates? The average figures for the “Marketing, Advertising, PR” category show a median close to the average monthly market level, but specific positions exhibit a wide range. This means that analytical and performance skills often add +30-50% to the base salary, and management roles can reach completely different figures.
What they pay in examples
Some analyst and SMM manager vacancies show impressive salary ranges — from industry averages to significantly higher offers for professionals with proven track records. This is not an abstraction: specific advertisements show offers that are two or even three tens of thousands of hryvnias above the median.
Practical conclusions for candidates and employers
— For candidates: improve your analytical skills, learn SQL, and learn how to calculate advertising economics based on KPIs. Knowing how to calculate LTV and CAC means getting a better salary.
— Employers: pay for the ability to bring in money, not for good presentations. Instead of an “average marketer,” hire specialists for specific tasks and scaling.
— Everyone: keep an eye on the market on large job portals so you don’t fall behind real rates.
Where to look for vacancies right now
Platforms with a large number of current advertisements let you understand real salary trends and quickly compare your qualifications to the market. It is worth checking your salary expectations against data for the category and specific vacancies to avoid asking for or paying vague amounts.
In short, this season, those who measure and optimise are valued. Those who know how to do this will get more. Those who don’t know how will sit in a pile of CVs and wait for the market to take pity on them.
