Marketing skills Employers should be recruiting for in 2026

As businesses prepare for the challenges of 2026, the UK marketing sector is entering a new phase of transformation. Technology, consumer behaviour, and the rise of AI are reshaping how businesses communicate and compete, and marketing teams are under growing pressure to deliver measurable results in a fast-changing economy. Our recent Oxfordshire Recruitment Market Overview found that employers are balancing tighter budgets, rising employment costs and shifting candidate expectations, while still needing to find specialists who can drive growth and brand impact.

In this environment, marketing hires can’t simply be effective communicators; they must combine analytical thinking with creativity, use technology productively and make confident, insight-led decisions. Here, we explore the key marketing skills that employers should be prioritising, and how working with a recruitment expert can help you to secure the right talent to ensure a flying start to 2026

Data literacy – turning insight into information

Modern marketing is powered by data, and the ability to interpret it, spot trends and use those insights to guide decisions on everything from budget allocation and campaign performance to customer engagement is one of the most powerful skills a marketer can offer an employer.

Data-driven marketers, who can use tools such as Google Analytics 4, Power BI, Tableau and CRM dashboards, and who can clearly explain the story behind the numbers to interpret campaign metrics and translate figures into commercial impact, are highly sought after. Data fluency is no longer the sole driver but the foundation of effective decision-making.

At Allen Associates, we assess not just technical competence but practical application, to identify candidates who’ve used data to influence decisions or demonstrate ROI – a crucial capability at a time when many organisations are scrutinising their spend more closely.

SEO – driving sustainable visibility

Even with the rise of AI-driven searches and voice assistants, SEO (Search Engine Optimisation) remains a core marketing discipline, underpinning brand visibility, driving organic traffic and ensuring businesses stay front of mind. With paid advertising costs continuing to rise, organic visibility has become one of the most valuable sources of long-term growth and, in 2026, SEO will be increasingly integrated with content strategy, AI-driven search tools and voice optimisation. It’s important, therefore, that marketers have technical understanding and strategic planning skills to give their employers an edge.

Recruiting for SEO isn’t just about finding someone who understands the algorithms; it’s about finding someone who recognises who your audience is and how they search. A strong SEO specialist can reduce dependence on paid media and deliver sustained growth. We help employers to source professionals who understand both the technical and creative aspects of SEO and who can integrate it seamlessly into broader marketing strategies, optimise site structure and analyse keywords that resonate with a wide audience.

Content strategy – creating value with purpose

Content remains one of the most powerful tools in a marketer’s repertoire. But in 2026, the focus won’t just be on quantity; it will be on strategic storytelling. Businesses need content professionals who align storytelling to their needs and objectives and can plan, produce and repurpose content that supports every stage of the customer journey.

Whether it’s commissioning engaging blog posts, videos or interactive campaigns, content professionals must understand brand voice, distribution channels and performance management and how to link storytelling directly to commercial outcomes and create consistent, value-led experiences that move customers along the buying journey. Allen Associates can connect you with marketers who understand how to craft narratives that resonate, measure their impact and optimise for multiple platforms. We look for people who combine commercial awareness with creativity to influence behaviours, not just fill a calendar.

Paid media and performance marketing – maximising ROI

Despite growing emphasis on organic tactics, paid media remains central to brand performance, particularly for businesses competing in overcrowded digital spaces. It’s one of the fastest-growing areas of marketing. It has evolved into a sophisticated, data-rich discipline, spanning everything, optimising campaigns across Google Ads, Meta, TikTok and emerging platforms, while adapting to privacy regulations and AI-driven bidding strategies.  With budgets under scrutiny in 2026, paid media professionals who can balance performance with efficiency are in high demand.

Our analysis points to rising competition for qualified professionals, particularly in specialist and digital-first roles, and employers should prioritise marketers who can demonstrate both analytical and creative thinking, continually refining their approach using data. This will help employers to build marketing teams that deliver impact and efficiency from day one.

CRM and marketing automation – personalising customer relationships

The ability to automate intelligently has become a key differentiator for marketing teams. Customer Relationship Management (CRM) systems and automation tools such as HubSpot, Salesforce and Marketo have become essential for managing and nurturing leads. 2026’s most effective professionals use CRM systems not simply to manage databases but to gain an understanding of segmentation, personalisation and lifecycle marketing. However, our Market Overview found a persistent shortage of skilled candidates – a reminder that not all marketing professionals are comfortable working with complex data ecosystems.

Recruiting for these roles requires specialist knowledge. Our consultants understand the balance between technical skills and customer-centric thinking, helping employers to find professionals who can build scalable, personalised marketing journeys that truly connect with audiences, strengthen loyalty and drive long-term growth. We’ll source professionals who combine automation expertise with empathy, ensuring that your brand’s communications feel personal, not mechanical.

Social media strategy – turning engagement into growth

Social media has matured into one of the most powerful ways to connect with audiences who expect more than promotional messaging. It’s about creating authentic conversations, building communities and delivering measurable business outcomes. In 2026, social media will require marketers who are strategists, analysts and brand ambassadors, and who can combine community management with paid social, influencer partnerships and social listening tools.

We work with employers to identify social media specialists who combine strategic thinking with creative execution, who can interpret analytics, manage campaigns and craft brand narratives that resonate across multiple platforms and build trust and advocacy.

AI – working smarter, not harder

Artificial intelligence is now embedded in every stage of marketing, from predictive analytics and personalisation to customer segmentation and insight. It helps professionals to work faster and smarter. But true success lies in knowing how to use AI, ethically, creatively and effectively, enhancing creativity rather than replacing it. In 2026, employers will need people who know how to use AI thoughtfully to improve productivity and decision-making.

Our consultants are skilled at identifying candidates who can critically evaluate AI tools, understand their limitations and integrate them responsibly into workflows so that they can bridge the gap between data automation and human intuition and ensure that campaigns remain both innovative and authentic.

Project management and customer journey mapping – seeing the bigger picture

Finally, as marketing becomes increasingly collaborative and cross-functional, employers need professionals who can manage projects effectively, align multiple teams and keep activities on time and on budget, especially in today’s hybrid working environment. Equally important is the ability to map and understand the customer journey; candidates who can visualise how prospects move from awareness to loyalty can design joined-up, customer-first campaigns. Professionals need strong project management and journey mapping skills to ensure that every touchpoint works together to deliver a seamless experience.

Allen Associates understands the value of these skills. We help employers to find marketers who can manage multi-stakeholder initiatives with structure, empathy and clear communication.

Building your marketing team for 2026

Recruiting for marketers with the right blend of technical, strategic and creative skills can be challenging. Our Recruitment Market Overview highlighted that, across the UK and particularly in competitive regions such as Oxfordshire, businesses continue to struggle to attract suitably qualified marketing professionals. Candidates are demanding more in terms of flexibility, wellbeing support and career progression, and employers must balance these expectations against rising operational costs.

At Allen Associates, we combine deep sector knowledge with a consultative approach. We’ll help you to define the skills you need, shape job descriptions and identify candidates who bring both capability and cultural fit. Our network spans every area of marketing, from digital and content to CRM, analytics and leadership. Whether you’re hiring your first marketing professional or expanding a high-performing team, we’ll make sure that you attract the talent that gives your business a flying start in 2026.

To discuss your next marketing hire, explore which skills are most in demand or to benchmark the salaries shaping marketing, contact us on hello@allen-associates.co.uk, or call us on 01865 335600.