Here are the most in-demand marketing jobs of 2022

In today’s job market, hiring is at an all-time high, but available talent is at an all-time low. However, this talent squeeze hasn’t affected all marketing and advertising roles equally. 

In 2021, mid-level marketers were in highest demand. That trend has continued in 2022, but we’re also now seeing strong demand for the most senior-level candidates to fill executive-level leadership positions.

Certain skills are also more coveted by hiring managers than others. The hottest jobs are often the result of shifting strategic priorities. In 2022, those priorities unfortunately are also the roles they’re having the toughest time filling:

Based on our recent conversations with clients, the top strategic priorities for marketing and creative leaders in 2022 are: 

  1. Improving customer experience and internal employee experience
  2. Brand consistency in messaging and image across channels
  3. Leveraging data analytics more effectively to improve digital marketing strategies

Yet these same marketing and creative leaders say it’s most challenging to find qualified and available candidates in:

  1. Project management, traffic and operations
  2. Consumer insights
  3. Digital design and production
  4. Digital marketing and data analytics

If you happen to be a marketer in one of these fields, this gap in the market presents an opportunity to advance your career or move into a role that better suits your current needs. Employers are eager to fill these roles and are more open than ever to flexible arrangements like hybrid and remote work – especially since that means they can recruit top candidates from beyond their immediate geographic area.

And if you’re looking to diversify your skill set in hopes of standing out in a sea of applicants, you may also want to take some notes! Adding a certification or two in one of these areas could be just the edge you need to get the attention of your dream job’s hiring manager.

Here are the most in-demand skills and jobs for 2022, projected using data from our own client orders:


From digital strategists and digital transformation experts to digital media managers and analysts, digital roles are now one in every four job requests we get from clients! Developing your digital expertise is a must for achieving faster career growth and long-term success.

Email marketing managers 

Email marketers strategize, develop and manage email campaigns that inform consumers and business partners of new products/services or company announcements. They’re responsible for managing and segmenting contact lists using marketing automation software, writing email copy and crafting effective designs with CSS and HTML. They also may handle customer feedback. After analyzing results, they develop testing plans to continuously improve email performance.

Data analysts and marketing analytics

Data analysts develop models and generate reports to optimize a company’s or client’s marketing matrix. Their analyses can also provide insight into consumer behaviors and identify opportunities to maximize optimal campaign outcomes. We’ve specifically seen a rise in demand for experts in Python and Tableau.


All disciplines and all levels of social media, digital, traditional, paid and direct response media have been growing rapidly. Media strategy, planning and execution are all in high demand on both the Agency and the Corporate side, and for every industry.

Consumer insights experts

Customer insights analysts help businesses understand their clients in new ways, from needs to purchase patterns. Their work involves determining how to gather relevant data about current and potential customers. They collect this data and break it down in a meaningful way to create an actionable plan for products, communications and even customer experience.

SEO/SEM specialists

These experts formalize SEO and SEM strategies and tactics and help lead technology teams in implementation across all websites and brand extensions. They work closely with marketing and product teams as well as agency partners, and serve as a functional expert for inbound linking strategies. They must have in-depth knowledge of online media and SEO, including keyword selection and utilization.

Copywriters and content strategists

Content strategists plan, create and manage content that is relevant, engaging, easy to find, actionable and shareable across digital platforms. They deliver assets to satisfy the goals of a company or client and the needs of a customer or end user, provide guidance on channels for delivery, and measure the effectiveness through customer engagement.

Art directors and graphic designers

Designers and art directors deliver a variety of creative assets, from logos and print and publication graphics, to social media templates, advertisements and much more. Before embarking on this career path, it pays to decide whether you want to specialize in certain types of graphic design, or motion or video design, or if you’d prefer to be a generalist. These skills are all in demand from junior to senior levels.

Front-end web developers

Front-end web developers utilize code to develop appealing and user-friendly web- and mobile-based applications. Using a combination of markup languages, they write web pages and provide website maintenance and enhancements. They must be proficient in programming languages, such as CSS, HTML and JavaScript.

User interface (UI) designers

UI designers decide how a product or website will be laid out and presented visually, and create wireframes. They work closely with UX and other designers to ensure that every touchpoint users encounter in their interaction with a product conforms to the overall vision created by UX designers. Prototyping, CSS handoff, Freehand, Craft, Sketch, InVision, Adobe XD and Figma are key functions and tools.

User experience (UX) designers

UX designers identify the architecture and wireframes that will help users navigate a product or website. They zero in on users’ underlying emotional and functional needs and apply that knowledge to create an enjoyable experience that also supports business objectives. UX designers are responsible for the full design process, from research, ideation and concept development, to prototyping and evaluation. They’re typically also responsible for user-acceptance testing on prototypes or finished products. This role requires the ability to collaborate with business, customer service, design and technology teams, as well as an expert understanding of design principles and wireframing tools, such as Adobe XD, Maze, Axure RP, Balsamiq, InVision and Sketch.

Ready to make your next move? 

No matter your current marketing and advertising skill set, Freeman+Leonard can help position you for long-term success.

Even if you’re not actively looking for a new role, get in touch with our recruiters on LinkedIn. We know the market well, and we know marketing and advertising; many of us worked in that world before joining this independent, woman-owned talent agency.

We understand your role and talents more than you might expect – and we know what your talent is worth. And there’s never any charge to work with us. Let us be your career advisor – in today’s market, and the next.

Submit your résumé or portfolio to today.