If you’re a marketer in Australia or thinking about entering the field, frankly, the landscape right now feels quite shaky. The field is transforming at a very fast pace, and if you can’t keep up, you’ll probably get left behind.
Last year's data from Deloitte Access Economics paints a challenging picture, with numbers showing that new hiring in white-collar jobs has fallen off a cliff with “just 21,000 white-collar jobs being added in 2024, which would be the weakest growth since 2017. This compares to the 778,800 workers added in 2021 and 2022.”
But don’t panic just yet. There still are opportunities out there. You just have to know where to look.
Marketing is an ever-evolving field. While traditional marketing has seen a deep decline, machine learning, sophisticated analytics, and content marketing are some of the new skills you’ll need to attain to stay relevant and on top of your game in 2025.
The State of Marketing Jobs in 2025
The Australian job market has been showing signs of strain, and marketing professionals are taking a punch.
Deloitte's forecasts suggested that marketing roles have been particularly affected within industries like professional services, education and finance.
This slowdown comes amid broader job cuts, with the overall unemployment rate having risen to 4.5% by mid-2024 (MacroBusiness).
Advertising and marketing-related fields have seen budget pullbacks in some sectors, with a significant pivot towards digital communications.
Despite these challenges, there’s still robust activity in areas like tech, healthcare, and e-commerce, which have sustained demand for digitally skilled marketers.
For example, in the healthcare industry, telemedicine and virtual healthcare platforms have become exceptionally popular in the last few years, especially amongst working professionals that want to save time.
One Australian company making strides in the field is Eucalyptus. A former head-marketer of a mattress company pivoted to found the company in 2019 in Sydney, Australia.
Eucalyptus’ has experienced skyrocketing growth since its founding, largely in line with the growth of the global telehealth market, which grew to US$101.2 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 24.3% between 2024 and 2030, according to GrandView Research.
Starting out in marketing today?
If you’re starting your marketing career in 2025, you’ve got to be innovative and stay up-to-date.
Strategies to focus on
- Upskill and reskill
Digital skills continue to dominate the marketing space. Skills in social media advertising, Google Ads, SEO, AI, and analytics are in high demand, especially as businesses focus on cost-effective ways to reach audiences. - Target resilient industries
Not all industries are experiencing the same level of disruption. Tech, health, and e-commerce are thriving, and they often have a strong appetite for marketers who can help them grow their customer base.
Smaller businesses, especially in the B2B space, are also increasingly relying on inbound marketing strategies to drive their growth.
- Freelance and contract opportunities
Companies are constantly trying to cut costs in an unstable environment. With companies cautious about committing to full-time hires, freelance marketing is a growing trend.
This allows businesses to tap into talent without long-term commitments, providing a window of opportunity for marketers willing to work project-to-project.
- Develop niche expertise
Specialising in a niche like influencer marketing, content strategy, storytelling or performance marketing can make you more appealing to potential employers. Niche expertise helps you stand out in a crowded job market.
Areas to focus on (and avoid)
Hot Areas
- Tech and SaaS companies: These sectors are continuing to innovate, and many are expanding their marketing departments to meet growing demand. Expertise in digital customer acquisition or content marketing can be particularly valuable.
- Healthcare and wellness: With the ongoing emphasis on public health, marketers with experience in branding or patient engagement are in demand.
- E-commerce and retail: As consumer behavior shifts further online, brands are seeking creative marketers who can enhance the online shopping experience.
Areas to Avoid (For Now)
- Traditional media advertising: While still relevant, traditional advertising budgets are being trimmed as companies allocate more towards digital.
- Finance and consulting: Job losses in these sectors mean fewer opportunities for marketers focused on high-end services or corporate branding
Final thoughts
Breaking into marketing in 2025 is not for the faint-hearted, but it’s far from impossible.
The key is to remain adaptable, continuously build your digital skill set, and align yourself with industries that are resilient or growing. The marketing landscape is evolving rapidly, and those who can anticipate and adapt to these changes will find their place, even in challenging times.
Stay ahead of the curve by investing in yourself and being open to unconventional paths like freelancing. Know which industries are flourishing right now and try to align yourself with their needs and demands. The market may be tough, but if you’re ready to pivot and learn new skills, opportunities are still out there!