Trends +
Salary Guide
Marketing & Advertising
2025
UPDATED AUGUST 2025
The Great Reset: Growth, Change, & MomentumHiring Trends &
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In fact, this is when the smartest moves are often
made — not during growth spikes, but in seasons
that require more focus, adaptability, and
long-view thinking.
That’s why 2025 is still shaping up to be The Great
Reset: a time when forward-thinking companies
build smarter, more resilient teams.
It’s time to reset — not pause.
Yes, the headlines are noisy. But what matters most
is what’s actually happening on the ground — and
here’s what we’re seeing in Q3 2025: Our most
successful clients aren’t standing still. They’re
making strategic hires, rethinking team structure,
and staying nimble as budgets change.
The playbook is different, but the opportunities are
real. In this updated guide, we’ll share what hiring
managers are planning, what candidates are
prioritizing, and how you can move forward with
clarity into the rest of 2025, and beyond.
In 2025, businesses are navigating change, finding
new ways to adapt, grow, and lead through
uncertainty. But after an energetic first quarter, the
second quarter brought a rebalancing. Job postings
declined. Hiring cycles lengthened. Entry-level
opportunities tightened. There’s no denying reality.
Still, what we see isn’t a market in decline.
It’s a market in flux.
Growth is happening, but it’s uneven, and highly
dependent on industry, skill set, and business
priorities. While some marketing teams are
expanding, others are evolving: reskilling,
restructuring, or being asked to do more with less.
Where we’re seeing consistent traction: senior-level
roles, especially at the executive tier. Demand for
Product and Growth Marketing talent remains strong,
both in volume and compensation. Digital strategists
are still highly sought after, and roles tied to
measurable business impact continue to be in high
demand. Remote opportunities also remain stable,
with some growth having returned in June.
Even with uncertainty, there’s an opportunity to make
progress and build flexibility into your decisions.
A LETTER FROM KATHY LEONARD | AUGUST 2025
KATHY LEONARD
PRESIDENT & CMO, FREEMAN+LEONARD
Kathy Leonard
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2025 Marketing & Advertising Trends & Salary Guide | © 2025 Freeman+Leonard 02
white-collar roles. Meanwhile, candidates who 3
do land interviews are often fielding multiple
offers, causing them to decline roles, leaving
employers scrambling.
But there are signs of movement. Companies
that have operated lean for years are finally
hiring again, providing relief to overworked teams.
Many are also utilizing freelance talent to bridge
gaps and stay flexible.
In this climate, the smartest hiring strategies
involve versatile, high-impact talent. Budget
pressures aren’t going away, so leaders must
make hiring decisions that balance impact and
flexibility — so they deliver ROI today, with room
to adjust tomorrow.
The hiring landscape may seem
contradictory, but it’s evolving.
For companies, this means staying agile and
competitive to secure top talent. For candidates,
it means being proactive, strategic, and well-
connected. The market isn’t frozen — it’s changing,
and those who adapt will come out ahead.
1
2
3
4
5
How can companies be hiring, laying off
employees, and restructuring all at once? These
seem contradictory, and they are.
The . has low unemployment , yet a high
number of job seekers. Companies are struggling
to secure top talent, even as layoffs continue. It’s
a confusing time for everyone.
1
Different industries are experiencing vastly
different realities — so we must look
beyond headlines to analyze real trends.
Scrolling through LinkedIn reveals more mixed
signals. You may see people celebrating new jobs
and a steady stream of work anniversaries
alongside layoff notices and posts about looking
for work. Retention is strong for companies that
treat their employees well, but elsewhere,
uncertainty remains.
Some say the job market feels “frozen” — not
because hiring has stopped, but because
movement has slowed. Fewer people are quitting,
and employers aren’t backfilling as quickly. It’s
not stagnation; it’s hesitation, especially in
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WHAT WE’RE SEEING
IN THE MARKET:
Executive roles grew considerably.
C-level positions surged %
year-over-year, with VP and senior
director roles up 17%.4
Entry-level professionals face
the steepest climb. Associate-
level marketing roles are down
%
Many jobs are never posted
publicly. A significant portion of
jobs today are filled through
networking and talent firms like
Freeman+Leonard. As a result, it
can seem as though there are
fewer available jobs.
Employment at ad agencies held
steady the first half of 2025. And
from June-July, employment in
advertising, PR, and related
services rose %.1
Product and growth marketing
roles continue to grow in both
volume and compensation.
This reflects business’ focus on
measurable
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Contract work is on the rise,
even for senior leadership roles.
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CLICK TO JUMP TO SECTION: 61%
increase in demand for
contract talent YOY.
At Freeman+Leonard,
we’re experiencing a
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These specialized roles are seeing more
contract and freelance opportunities:
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3
4
5
6
1
Operations/project managers
Product designers
Email marketers
Social media & e-commerce strategists
The demand for contract, fractional, and
gig-based work continues to grow.
Companies are increasingly building a bench of
niche experts — specialists they can call on
when needed without committing to a full-time
hire. Long-term contracts, short-term gigs, and
using fractional talent provide strategic ways to
fill critical roles and specialized skill gaps.
In fact, more CMOs are turning to fractional
talent for executive-level insights without adding
another salary to the payroll. Businesses can
then tap into high-level expertise without the
expense of hiring someone full-time.
Bringing in contract talent can also help
reduce workload and burnout for teams
stretched too thin.
By supplementing existing staff with on-demand
experts, companies gain flexibility, ensure
business continuity, and maintain productivity —
all while managing costs.
This trend isn’t just for entry-level or even
mid-tier roles.
We’re seeing contract and fractional hiring at the
highest levels, including technology leaders,
CMOs, UX designers, and project managers.
Businesses are embracing this to stay agile,
competitive, and efficient in today’s evolving
workforce landscape.
UX designers
Digital content & creative managers
2025 Marketing & Advertising Trends & Salary Guide | © 2025 Freeman+Leonard
Improving the employee and candidate
experience is crucial to retain your current
team and attract new talent.
Today’s candidates expect more from employers
and interviewers. At the same time, companies
are expecting more of both current employees
and new hires.
It starts with the first interview. The hiring process
must move faster. Decision makers need to be
available, aligned with one another, and ready
to act.
Dragging out the process kills momentum.
Companies that hesitate become known for
indecisiveness, and leaving roles open for
months sends the message that the company
isn’t serious.
If you’re ready to hire, be truly ready.
Some companies require 8–10 interviews, yet still
hesitate, hoping for consensus. This backfires.
Candidates lose interest — and trust. They start
thinking, “If you still don’t know after four months
Companies and candidates are
demanding more from each other.
of talking to me, this isn’t the place for me.”
In fact, 48% of Freeman+Leonard clients say
their biggest hiring challenge involves moving
fast enough so that top talent isn't lost.
CANDIDATES WANT MORE —
BUT SO DO EMPLOYERS.
Candidates expect higher salaries, greater
flexibility, and better career development
opportunities. Employers, on the other hand,
look for something different:
Broader skill sets, especially among art
directors and writers. Employers need more
marketing generalists who can connect
dots across disciplines.
Stronger digital fluency in all teams.
Employers need to upskill and reskill existing
staff to keep pace with the rapid rise of
technology in marketing.
Clearer ROI and impact from every hiring.
Employers are facing increased pressure to
do more with less budget. They need
marketers who can drive measurable value
and communicate the ROI of each channel.
Greater data literacy and audience insight.
Employers need marketers who, with
complex data, can produce meaningful
insights, map customer journeys, and deliver
more personalized, effective campaigns.
Stronger integration of insights and tech.
Employers need marketers who can
integrate technology and consumer data to
deliver timely messages that convert
browsers into buyers.
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The way we work — and what employees expect —
has changed dramatically. But many companies
have not yet embraced this with their culture or
policies.
Today’s top talent wants more than a
paycheck. They want purpose. Growth.
Flexibility.
They want their work to have meaning, but they
don’t want work to become their whole life.
They want a company that truly values their
contributions — and proves it through actions,
not just words.
That means offering more than just a competitive
salary. It means looking at the complete picture:
Remote and hybrid options that support real
work-life balance
Mental health support as part of benefits, not
tacked on
Flexibility to do great work without burning out
The good news? You don’t need a Fortune 500
budget to compete. Smaller companies can win
What type of flexibility matters most to you?
53%
14%
31%
2%
Location (I can work remotely)
Hours (my hours are flexible)
Overall (understanding, human)
Flexibility isn’t important to me
06
Work-life balance matters as
much as pay.
by being nimble — offering the autonomy and
flexibility big corporations often can’t. And bigger
companies? You’ve got the resources to go bold
with benefits and culture.
Either way, what today’s workforce wants isn’t out
of reach. But it does require proactive planning.
This isn’t just about who and how you hire — it’s
about showing up for your people in a way that
attracts (and keeps) the right ones.
Remember: Flexibility means different
things to different people.
When employees have a true
work-life balance, everyone wins.
Teams are more engaged, productivity
rises, and morale improves. Even sick
days drop. And companies that prioritize
balance don’t just retain great people —
they build a reputation as a place
top talent wants to be.
Source: Freeman+Leonard LinkedIn Poll
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2025 Marketing & Advertising Trends & Salary Guide | © 2025 Freeman+Leonard
You’ve found the one. You’ve made the offer. And
then … they walk away. Few things frustrate hiring
managers more. But there’s always a reason and
usually, it’s avoidable.
Here’s what we’re hearing from top marketing
and creative candidates — and why they’re
saying “no” more often than you’d expect:
1. Compensation misses the mark.
Some companies assume a bigger talent pool
means they can offer less. But top candidates still
expect to be paid fairly — especially those with in-
demand skills or niche expertise. If your offer
doesn’t reflect market rates or what the
candidate thinks they’re worth, they’ll move on.
2. The hiring process sends the wrong signals.
Nearly 60% of job seekers have turned down jobs
due to bad experiences in hiring processes. A
slow, confusing process can feel like a preview of
what it’s like to work for you. Timely feedback,
clear communication, and engaged interviewers
build trust. One small but powerful gesture: Turn
on your camera during virtual interviews. It shows
respect and interest; keeping it off seems rude.
5
Why great candidates are
turning down your job offers
2025 Marketing & Advertising Trends & Salary Guide | © 2025 Freeman+Leonard 07
3. Work-life balance feels like an afterthought.
Today’s candidates want roles that support their
lives, not just their careers. Flexibility isn’t a perk
anymore. It’s a deciding factor. From remote
options to hybrid schedules or generous PTO, be
upfront about what you offer. And if you require
in-office work? Be clear, early and often.
You’ll save time and avoid last-minute surprises.
4. Expectations don’t match reality.
If the job you posted doesn’t match what’s
described in interviews, or the culture feels
different than advertised, candidates hesitate.
A job offer is a moment of truth. If something
feels off, they’ll walk away. Keep your messaging
consistent. Make sure your descriptions are
accurate and your hiring team agrees on
responsibilities, culture, and expectations.
Culture isn’t just what you say — it’s what
candidates feel. A strong offer isn’t just about
compensation. It’s about clarity, consistency,
and a great candidate experience. Get those
right, and “I’m excited to accept” will often be
the answer.
FIRSTNAME LASTNAME
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60%
of job seekers have
turned down jobs due to
bad experiences with
hiring
Nearly
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The push to get employees back in the office is
doing more than reshaping schedules — it’s
shrinking the talent pool and changing company
culture in the process.
Some companies are upping salaries to lure
employees back onsite. Others are trimming pay
for those who stay remote. But for the people
doing the work, the tradeoff isn’t always worth it.
In fact, research shows many employees
value remote work as much as an 8% raise. 7
So when companies issue blanket RTO mandates,
they risk losing top performers, especially those
who’ve proven they can thrive from anywhere.
Here’s how employees really feel about returning
to the office:
Rigid mandates are often seen as a step
backward — especially as hybrid companies
today offer an average of 3 days remote8
Pay cuts for remote work don’t sit well —
especially when productivity hasn’t dropped
Flexibility is no longer seen as a perk but rather
a baseline expectation
The return-to-office ripple effect
The good news: Flexible-work models
aren’t just better for employees —
they’re a win for employers, too.
Companies that embrace hybrid or remote
options unlock access to exceptional talent
outside their home market. They can also retain
standout employees who relocate, without
losing institutional knowledge or momentum.
And while some leaders worry that culture is
harder to build without an office, the truth is,
it’s still possible. You just have to be more
proactive.
Hybrid models are proving to be the sweet spot,
facilitating collaboration without sacrificing
autonomy. And companies embracing this
balance are seeing higher retention, better
engagement, and stronger talent pipelines.
Yes, every culture is different. But with the
majority of candidates now saying flexibility is
their top priority (even more than salary, for
many), the message is clear: Adaptability isn’t
optional. It’s a competitive advantage.
WHY RIGID MANDATES ARE COSTING YOU TALENT
Hybrid work reduces turnover.
46% of companies say allowing some
remote work has reduced attrition,
and 95% of employers say it has a
high impact on employee retention .
Hybrid work can also reduce quit
rates by as much as 35% .
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7
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And don’t forget your existing employees
while you’re onboarding the new.
Some companies are embracing “reboarding” —
reintroducing the company’s purpose, support
systems, and growth opportunities to existing
employees. It’s a chance to remind people why
they joined in the first place, and why they should
stay.
Just as “stay interviews” became popular for
retention last year, it’s all about being proactive.
Check in early and often. Listen. Adjust. Make sure
your new hire feels like they matter, because
they do.
Hiring is hard work, and great onboarding
protects that investment.
Hiring great talent is only half the battle.
The real challenge: keeping them.
With employee tenure becoming shorter,
companies can’t afford to treat onboarding as an
afterthought. It’s your first, often only, chance to
turn a great hire into a long-term team member.
And the clock starts ticking quickly. Most new
employees decide within 44 days (and in our
experience, that window is tightening) whether
they see a future with your company. If your
onboarding process is rushed or disorganized,
that decision may not go your way.
9
Turnover is more than disruptive; it’s expensive.
Replacing a new hire can cost anywhere from
$7,500 to $28,000 . That’s a costly mistake when
onboarding can be fixed.
10
A signed offer isn’t the finish line. It’s the starting
line. Whether your new hire is remote, hybrid, or
in-office, onboarding needs to be structured and
thought out. It’s your opportunity to build a
connection, set clear expectations, and show that
your culture is something you live, rather than
something you only talk about.
Onboarding, not just orientation,
matters more than ever.
09
GET THE CHECKLIST →
Want to get it right from day one?
We created a free onboarding checklist to
help you do just that. Simple. Effective. Human.
Successful onboarding of new hires
takes the full team — not just HR.
DON’T OVERLOOK THESE ASPECTS:
“Reboarding” and stay interviews are
not just for individual contributors —
managers need them, too.
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challenge. Without investing in on-ramps for
junior talent, who will become tomorrow’s
Account Supervisors or Creative Directors?
AI can’t replace human creativity, but it
can support the process of getting the
work done. We must make sure it
empowers human flourishing as well.
When tools evolve, humans must adapt with
them. The change that marketing teams must
make is to ensure there’s a future in our industry
for the people at the heart of it.
7%
3%
29%
19%
43%
We’re not allowed to touch it
They’ve been silent about it
They’re still figuring it out
Okay in certain use cases only
Actively encouraging adoption
AI is now woven into nearly every aspect of
knowledge work, and marketing is no exception.
But instead of replacing roles, it’s reshaping them.
For both companies and candidates, that
represents opportunity — and responsibility.
The real value of AI isn’t in generating massive
amounts of content. (Let’s be honest, AI creative is
easy to spot.) It’s in what it enables behind the
scenes: sharper targeting, smarter strategy, and
better use of your team’s time.
For marketers, AI helps reduce guesswork. It can
clarify audiences, boost campaign performance,
and free up time for more strategic, creative
thinking. The best marketing teams are using AI to
move faster and work smarter, without losing the
human touch. And while AI won’t replace great
writers or designers, it can help them get to the
good stuff faster.
But these efficiencies come with a tradeoff. As AI
takes over more repeatable tasks, the entry-level
roles that once served as vital training grounds
are becoming harder to find. This affects more
than just recent grads; it’s a long-term leadership
21
AI isn’t replacing marketers, but
it’s tightening entry-level roles.
10
76%
of professionals believe
AI skills are essential to
stay competitive11
71%
of leaders would hire a less
experienced candidate
with AI skills over a more
experienced one without11
%
of advertising agencies are
embracing AI, with %
believing it will have a
somewhat or mostly positive
impact on
AI SKILLS PAY OFF:
Marketers: How is your employer handling the
use of AI at work?
Source: Freeman+Leonard LinkedIn Poll
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The problem with “ghost jobs” is real — the
jobs themselves are transparently not.
13
You’ve seen them: job postings that never seem
to close. Or roles that mysteriously resurface
every few weeks. Candidates are noticing, and
they’re asking questions.
So-called “ghost jobs” are becoming more
common. Some companies post roles they’re
not ready to fill, just to appear that they’re
growing. Others want to “see who’s out there,”
even if there’s no immediate need to hire.
But here’s the reality:
When candidates apply and never hear
back, it damages your employer brand.
When roles remain open for months, it
signals disorganization, or worse, instability.
When postings reappear again and again, it
suggests high turnover or poor planning.
In marketing and creative fields, top talent won’t
wait around. They’ll move on — and take note of
the companies that value transparency.
If you’re not ready to hire, don’t post. Every job
listing is a promise. If you can’t follow through,
don’t make it.
Because in this market, how you hire is just as
important as who you hire, and candidates are
paying attention.
FIRSTNAME LASTNAME
Real trend, or just talk?
Forget rage quitting — employees are
making thoughtful moves.
We’re not seeing mass walkouts or angry exits.
What we are seeing is well-considered career
movement. Candidates today are choosing
roles that align with their values, especially
regarding work-life balance, flexibility, and
respect. Remote and hybrid options remain a
top priority, and so does the opportunity
to grow.
If employees don’t feel appreciated or
supported, or aren’t given room to advance,
they’ll quietly explore other options. Especially
when a company’s promises don’t match the
day-to-day reality. This is where onboarding,
culture, and leadership intersect.
Are you giving new hires the tools to
succeed?
Are you offering tenured employees the
same attention and growth opportunities?
Are you backing up your values with action?
“Stay interviews” are still one of the best ways to
check in and reconnect. But the real key is
creating an environment where people don’t
need a formal interview to feel heard. Retention
starts with respect, and continues with follow-
through.
Now let’s check in on the breakroom topics
and headlines du jour — which have
substance and which are simply noise?
DEI still matters — but a formal initiative
isn’t necessary to have a real impact.
You don’t need a big program or a bold slogan
to build a truly diverse team. But you do need a
strategy.
If your company has had success with DEI
efforts, keep going. But even without a formal
initiative, you can make considerable progress
by expanding your definition of “qualified” and
where you look for talent.
That means hiring across different skill sets,
educational paths, geographies, age groups,
and lived experiences.
Especially in marketing — where it’s critical to
understand your audience —diverse
perspectives aren’t just good for culture. They’re
good for business.
Focus on alignment with your company’s values
and vision for growth. Build a team that reflects
the people your brand is trying to reach.
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CONTINUED
HIRING GEN Z? HERE’S WHAT’S HYPE, AND WHAT YOU NEED TO KNOW.
New research shows a growing gender gap in
college degrees, with more women than men
graduating with four-year degrees.
So, if your company regularly hires recent
grads, you should plan to hire at a ratio of
about 5 women for every 4
If you’re not, your hiring practices may not reflect
the available talent pool, and you could be
missing out on the full range of available talent.
You’ve likely seen the headlines: Gen Z is
getting fired more often.
But let’s reframe that. What’s often labeled as a
“Gen Z issue” is more likely a workplace
preparation issue. Yes, many Gen Z professionals
are entering their first full-time roles. But that
doesn’t mean they’re not capable; it means they
need the right support. With AI tightening entry-
level opportunities, it isn’t enough to hire Gen Z;
we must also provide the right mentorship.
Hiring a recent grad? Set clear expectations.
Pair them with a mentor. Use onboarding to do
more than cover tools and policies; show them
what success looks like in your culture.
Because when new hires struggle, it’s rarely
about lack of talent. It’s about lack of guidance.
Great onboarding is what turns potential
into performance.
And companies that get this right don’t just
retain Gen Z talent, they help them thrive.
GEN Z IN THE WORKPLACE
Currently there are five generations in the
workforce. This can be either an obstacle for a
company, or a competitive advantage.
A variety of perspectives, experiences, and skills
make teams more innovative, adaptable, and
resilient. Younger generations bring fresh ideas
and evolving expectations. More-seasoned
professionals offer insights and leadership.
Bridging generational gaps can result in a
powerful competitive advantage.
Gen Z now makes up at least 18% of
the .
77% of Gen Zers worldwide believe AI
in the workplace will allow them to
learn new
86% of Gen Zers say a sense of
purpose is key to job
Real trend, or just talk?
Hiring Trends &
Strategies
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2025 Marketing & Advertising Trends & Salary Guide | © 2025 Freeman+Leonard
NAME
How starting salaries and
cost of living compare by city
New York, NY
Los Angeles, CA
Denver, CO
Seattle, WA
Nashville, TN
San Francisco, CA
Chicago, IL
Washington, DC
N
A
TI
O
N
W
ID
E
+17%
+44%
+36%
+29%
+20%
+11%
+2%
+15%
Atlanta, GA +%
CITY SALARIES COST OF LIVING
Dallas, TX
Austin, TX +%
+9%
San Antonio, TX
Fort Worth, TX +3%
-2%
TE
X
A
S
Salaries are holding strong in most markets.
The cost of living changed significantly due
to inflation, and the uncertainty around
market changes continues to put pressure
on both companies and workers.
Pay transparency is still a big factor and
even a casual, accepted conversation topic
among Gen Z. Companies need to be
prepared for talent in higher-cost-of-living
cities to not accept a pay reduction for
another market, and for those in another
market with a lower cost of living to start
demanding more. While it’s not always a
simple calculation, let the data be your
guide.
As we often advise candidates, many factors
beyond geography affect where you are
within the ranges on the next couple pages.
Entry-level candidates or those in new
markets may even earn less than these
average ranges. And for clients that can’t
compete on compensation, we advise being
creative with benefits, flexibility, culture and
opportunity. We’re here to help, so get in
touch with our team if you need advice. Sources: Payscale, , CareerBuilder, Freeman+Leonard proprietary data
+130%
+73%
+39%
+46%
+14%
+50%
-1%
+9%
-2%
+2%
+2%
-5%
-9%
Our home state of Texas has seen notable
job growth, with Austin and Dallas leading
the way (% and % YOY).4
Texas’ is the 8th largest economy in the
world and leads all states for jobs added
over the last 12 months. In 2024, the
Texan economy grew by %, double the
% achieved by the nation as a whole.
Texas offers a predictable regulatory
climate and a young, skilled, diverse, and
growing workforce. It’s predicted that
Texas will be the biggest . state by
population by 2045.
18
19
20
How key markets compare with the national average:
13
Hiring Trends &
Strategies
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2025 Marketing & Advertising Trends & Salary Guide | © 2025 Freeman+Leonard
Data Analytics $95,000 - $150,000
Account Director $110,000 - $160,000
$65,000 - $85,000Project Manager
Account Supervisor $90,000 - $120,000
$55,000 - $70,000Account Executive
Sr. Project Manager $75,000 - $125,000
Sr. Account Director $120,000 - $170,000
UI Designer $90,000 - $150,000
ROLE SALARY RANGE
Graphic Artist/Graphic Designer $45,000 - $70,000
UX Designer $90,000 - $175,000
Copywriter $65,000 - $85,000
Sr. Copywriter/Content Strategist $85,000 - $135,000
$80,000 - $130,000Motion Designer/Modeler
Email Developer $90,000 - $125,000
$85,000 - $125,000Sr. Designer
Mobile Designer $75,000 - $125,500
Art Director $60,000 - $125,000
eCommerce Marketing Manager $90,000 - $140,000
Associate Creative Director $100,000 - $135,000
Creative Director, Video $140,000 - $185,000
Group Creative Director $160,000 - $250,000
$150,000 - $200,000Director of Strategy
Creative Director $125,000 - $200,000
$95,000 - $200,000Brand Planner/Strategist/Account Planner
VP Strategy $185,000 - $250,000
Executive Creative Director $200,000 - $300,000
ROLE SALARY RANGE
Social Strategy Coordinator $55,000 - $75,000
Sr. Account Executive $65,000 - $80,000
Digital Media Specialist $80,000 - $135,000
Paid Search/Digital Media Manager $90,000 - $130,000
Media Planner/Buyer $60,000 - $100,000
Integrated Media Director $125,000 - $165,000
ROLE SALARY RANGE
Account Service
Media
Creative & StrategyAgency salaries
Sources: Payscale, , CareerBuilder, Freeman+Leonard proprietary data 2025 Marketing & Advertising Trends & Salary Guide | © 2025 Freeman+Leonard 14
VP Client Services/GAD $185,000 - $270,000
SVP Client Services $190,000 - $295,000
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Brand Manager $90,000 - $130,000
eCommerce Marketing Manager $90,000 - $135,000
$65,000 - $95,000Project Manager
Marketing Manager $80,000 - $135,000
$60,000 - $90,000Account and Trade Manager
Sr. Project Manager $75,000 - $135,000
Performance Marketing Manager $115,000 - $150,000
UX Designer $85,000 - $175,000
ROLE SALARY RANGE
Graphic Artist/Graphic Designer $60,000 - $75,000
Sr. Copywriter/Content Strategist $90,000 - $145,000
Mobile Designer $85,000 - $135,000
Email Developer $90,000 - $115,000
$80,000 - $140,000Video Producer
UI Designer $85,000 - $150,000
$90,000 - $135,000Sr. Designer
Copywriter $75,000 - $90,000
Motion Designer/Modeler $70,000 - $135,000
Creative Director $135,000 - $165,000
$200,000 - $300,000Executive Creative Director
$135,000 - $175,000Creative Director, Video
ROLE SALARY RANGE
Social Strategy Coordinator $65,000 - $85,000
Marketing Communications Manager $75,000 - $95,000
Marketing Creative
Corporate salaries
Sources: Payscale, , CareerBuilder, Freeman+Leonard proprietary data 2025 Marketing & Advertising Trends & Salary Guide | © 2025 Freeman+Leonard 15
Paid Search/Digital Media Manager $95,000 - $135,000
Data Analytics $110,000 - $175,000
Product Marketing Manager $100,000 - $150,000
Marketing Director $115,000 - $175,000
VP Marketing $200,000 - $300,000
Hiring Trends &
Strategies
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2
3
4
5
6
7
8
9
10
1
Demand is rising for these key
marketing roles & skills in 2025
2025 Marketing & Advertising Trends & Salary Guide | © 2025 Freeman+Leonard 16
SKILLS ON THE RISE FOR ALL ROLES:
Adaptability
AI literacy
Operational efficiency
People/communication skills
Innovative thinking
Customer engagement
GTM strategy
Data analytics
Bilingual
Social media expertise
Content creation
HOTTEST JOBS OF 2025
Digital Media
Hybrid Roles
Paid Search
We’ve seen a surge in demand for
hybrid roles — positions that once
belonged to two or three specialists,
now rolled into one. This is more
than a marketing generalist. And it’s
more evidence that expectations for
talent are rising fast.
Copywriters
Paid Media
E-Commerce Management
Digital – Creative & Content
Graphic Designers
Product Designers
UI & UX Experts
Project Managers
Employers are asking more of candidates —
and it’s showing up in the salary data.
After Freeman+Leonard began publishing salary
guides in 2021, many roles remained stable despite
market shifts. But in 2025, that’s changing. Salary
ranges are increasing for a few key roles that once
held steady, because what’s expected of these
roles has evolved.
Art Directors are a prime example. Gone are the
days in which an Art Director could specialize in
just one medium. They must now work capably
with print, digital, video, direct mail, and social.
In response, today’s graduates are entering the
workforce with more diverse portfolios. That wider
skillset now commands a higher entry-level
salary, up to 20% from just a year ago.
Integrated Media Directors are navigating a
broader paid media landscape that now includes
lead gen, display, search, and beyond. This wider
range requires more expertise and versatility, and
opportunities reflect that. Since last year, salary
ranges have jumped by as much as 25% on the
low end, and 10% at the top.
Copywriters must be equally versatile, writing in
all formats and platforms. While agency salaries
have stayed consistent, we’re seeing corporate
teams begin to catch up.
Across job titles, one thing is clear: Today’s most
sought-after marketers and creatives are those
who bring a broader, deeper toolkit.
Hiring Trends &
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Standing out in today’s job market
17
READ THE ARTICLE →
Struggle with talking about your
achievements? Totally normal. We wrote
a little something to help you with that.
You're competing nationally now, against top talent
from bigger markets — but tapping into more
opportunities, too. Success starts by making yourself
easier to find, and harder to overlook. We’re here to
help. Here’s where to start:
1. Optimize your online presence.
An active digital presence is your new resume. Update
your LinkedIn profile. Build a simple website using
Squarespace, WordPress, or Wix. Secure a custom
domain. Showcase your skills with a digital portfolio —
3–5 strong, relevant examples or case studies. Whether
you’re a creative, strategist, or account lead, employers
want to see real-world results, not just responsibilities.
And check for broken links or confusing navigation.
2. Be your own brand ambassador.
Employers want to know who you are and what you
bring. Prepare three stories that highlight your
strengths, tied to real outcomes. Make them specific,
concise, and results-focused. Need a memory boost?
Start a career journal to track your wins. Every
interaction is a chance to show why you’re the right
choice, so own your story with confidence.
3. Help recruiters help you.
A good recruiter is in your corner — but we need your
story to tell it well. Share a short bio, talking points, and
key insights beyond your resume: talents, soft skills,
certifications, passions. Tell us what drives you, what
problems you love to solve, and how you want to
grow. The more we know, the better we can
advocate for you.
4. Treat every interview like it’s in-person.
First impressions still matter, even through a screen.
Camera ON. Professional attire. Clear audio.
Polished background. Double-check your tech.
Avoid distractions. If you must interview from your
car, give your recruiter or employer a heads-up,
and minimize noise. Treat every interaction like it’s
the real thing, because it is.
FINALLY, DON’T SKIP THESE ESSENTIALS:
Leverage your network. Let trusted
connections know you’re looking.
Work with a recruiter. Direct
introductions open doors.
Stay organized. Track where you’ve
applied and who you’ve talked to.
Stay positive. Progress sometimes
takes time, for everyone.
Opportunities are out there, but with fewer public postings and more remote flexibility,
standing out takes strategy.
Hiring Trends &
Strategies
Salaries:
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2025 Marketing & Advertising Trends & Salary Guide | © 2025 Freeman+Leonard
Executive Leadership Account Service
PR & Communications Product Design
Marketing Operations Data Analytics
Copywriting & Content Strategy Design & Art Direction
Motion, Video & 3D
Digital Strategy & Content Social Strategy
Project Management User Experience
Email Marketing
Web Development SEO/SEM
& more
Shopper Marketing
Consumer InsightsBrand Strategy
Media Planning & Execution
eCommerce Performance Marketing
The talent game has changed.
18
HAS YOUR HIRING STRATEGY KEPT UP?
ROLES
The world looks a little different now. Just as our
economy and industry have evolved, so have your
options for getting the work done. And we’re talking
world-class, award-winning marketing campaigns
and communications.
Employers and candidates alike are open as never
before to flexible, project-based arrangements. And
this isn't just a matter of convenience. The most
successful marketing and advertising teams employ
both full-time and contract workers.
Freeman+Leonard is leading the way in expertise
allocation for the marketing industry. Whether you
need direct hire or contract talent; flexible, on-
demand teams; or executive-level consultants, we
have the brightest minds and the most-effective
marketers. And nobody works like we do to make the
perfect match every time, connecting clients with the
best-qualified talent in the country.
How do we know? We understand marketing to a
degree that is unusual for the staffing industry at
large. In fact, many on our team are former marketers
and agency executives themselves. We’re uniquely
qualified to match the best talent to fit your specific
needs. We possess the marketing and advertising
backgrounds, relationships, and industry insights to
connect the dots and people quickly.
Get in touch with a member of our team for a
free consultation.
DID YOU KNOW?
Our marketing expertise runs
deep — because many on our
team are former marketers and
agency executives themselves.
Hiring Trends &
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From direct hire and contract placements to
flexible, on-demand teams, freelancers, and
consultants, Freeman+Leonard offers a full suite
of staffing solutions for both companies and
agencies — and the flexibility to scale your staff
up or down easily and efficiently.
Whether you need marketing execution, expertise,
or ingenuity, we have the person for the job. Our
network of professionals across the . span all
marketing disciplines, including advertising,
digital, promotion, shopper marketing, public
relations, corporate communications, and
much more.
Freeman+Leonard has the people you need, as
you need them, and not when you don’t.
Get in touch today.
Reach out to a member of our team for a free,
no-strings-attached consultation.
Call 800-278-7782, send an email to
contact@, or click below.
19
Let’s make hiring your competitive edge.
We solve today’s marketing challenges with creative talent solutions.
CONTACT US NOW →
Independent, WBE certified woman-
owned company.
Headquartered in Dallas, TX, and serving
clients and talent across the .
Fully remote since 2020 and never
looking back.
Established in 2009 by Valerie Freeman
and Kathy Leonard.
Our line in the sand: You must love
dogs to join our team. We will accept
cat people as clients, however.
QUICK FACTS
Here's Rocky, one of 9
Freeman+Leonard
canine mascots (and
a very good boy!)
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tel:
mailto:contact@
Ready to make your move?
20
WORK WITH CAREER ADVISORS WHO GET YOU.
And if you’re ready for the next step, we offer a full
slate of challenging jobs and interesting projects with
virtually every type of company and agency you can
imagine.
Whatever your interests, Freeman+Leonard is here to
match your skills, talents, and ambitions with the
employers who are the right match for you.
No matter how competitive the market,
our talent experts can help you put your
best foot forward.
Now that you’ve found us, the next step is to contact
us. Don’t hesitate to reach out to the
Freeman+Leonard team on LinkedIn to start a
conversation or to follow up on a job application.
At Freeman+Leonard, we know one thing: Without
great talent, we don’t have a business. So you can
be sure that we don’t treat our talented marketing
and advertising professionals like a number. Or just
another resume to be forwarded.
We treat you honestly and fairly. We take the time to
learn about you, your goals, and your skills. And
because we have deep expertise in marketing and
advertising — many of us are former marketers
ourselves — we understand what you do and where
you want to go better than you may expect.
Whether you’re looking for a contract or full-time
position, or to maintain a flexible schedule as a free
agent, we can help you find work that is
challenging, satisfying and, yes, compensating.
We’re talent matchmaking experts with the
experience, relationships, industry insights, and
focus to find the right fit for you. And, by the way,
we’ll return your calls.
So let us be your career advisors. Even if you’re not
actively looking for a new role, it’s important to build
relationships with recruiters. We know the market,
and can be realistic with you about what’s possible
for the next step in your career.
SUBMIT YOUR RESUME →
CONNECT ON LINKEDIN →
Hiring Trends &
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21FIRSTNAME LASTNAME 2025 Marketing & Advertising Trends & Salary Guide | © 2025 Freeman+Leonard
Recommended reading
DATA SOURCES
Unemployment Situation, Economic News Release, . Bureau of Labor Statistics1
The Job Market Is Frozen, Atlantic2
White-Collar Workers See Bigger Job Losses Than Reported, WhatJobs3
. Marketing Jobs Report - Q2, 2025, Taligence4
Why Do Candidates Turn Down Job Offers? And What You Can Do About It, CareerPlug5
The Costs and Benefits of Hybrid Work, Global Workplace Analytics6
The Future of WFH, Nick Bloom (Stanford)7
Three days in the office is ideal, research shows, HRreview8
First Impressions Are Everything: 44 Days to Make or Break a New Hire, BambooHR9
From Recruitment to Onboarding, What's the True Cost of Hiring Employees?, BambooHR10
The Skills Marketers Need in 2025 and Beyond, American Marketing Association11
Ad agencies lean heavily on AI for content but miss out on deeper use cases, eMarketer12
Fake Job Postings Are Becoming a Real Problem, Wall Street Journal13
How the College Education Gap Between Men and Women May Affect Hiring Trends,
Changes in the . Labor Supply, Department of Labor15
Employees who begrudge AI think it undermines their value, eMarketer16
2024 Gen Z and Millennial Survey: Living and working with purpose in a transforming world, Deloitte17
Texas Economic Snapshot, Texas Economic Development and Tourism Office18
State Employment and Unemployment Summary, . Bureau of Labor Statistics19
The Texas Business Boom, Newsweek20
The Ad Industry is Dumping Younger Workers, AdWeek21
Hiring Trends &
Strategies
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Salaries:
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Career Solutions
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In-Demand Skills
CLICK TO JUMP TO SECTION:
2025 Marketing & Advertising Trends & Salary Guide | © 2025 Freeman+Leonard
Creative staffing solutions for
today’s marketing challenges.
