Discover the skills UK marketers need to thrive in 2025 and how firms can attract and retain the best.
Jacques Malecaut
Aug 29, 2025
The Shift in Marketing Skills
Marketing in the UK is evolving rapidly. The IPA’s 2024 Talent Report notes a growing demand for marketers who combine data fluency with creative ability. Traditional channel expertise is no longer enough. UK employers increasingly seek candidates with hybrid skills.
Skills in Demand
Data and analytics: Proficiency in Google Analytics 4, attribution modelling and customer journey mapping is now baseline.
Content and storytelling: With UK consumers exposed to more than 5,000 marketing messages daily, clear brand storytelling stands out.
AI literacy: From content generation to programmatic ad optimisation, UK marketers must understand how to deploy AI responsibly.
Commercial focus: Agencies and in-house teams alike want marketers who understand ROI and can present confidently to stakeholders.
These skills are particularly sought after in UK tech hubs such as London, Manchester and Bristol, where competition for talent is acute.
Preparing for 2025
Employers who invest in training and employer brand will win the war for marketing talent. LinkedIn’s 2024 UK Talent Trends survey found that 76% of marketers consider growth opportunities the top factor when choosing roles. Employers that position themselves as skills accelerators, not just workplaces, will stand out.
For candidates, continual professional development and demonstrable achievements in new tools will be the differentiator. By 2025, marketers who blend creativity with data literacy will define the UK industry’s most successful campaigns.
