Key skills for your marketing CV in 2025

We're still facing the challenges of a post-pandemic world. Rising costs, skills shortages, global political instability, and environmental crises are just a few of the complex issues reshaping the marketing industry. At the same time, emerging technologies like generative AI, GA4, and Web3, along with an increasing number of social media platforms and tightening data privacy regulations, are dramatically expanding the skill set marketers need to stay competitive. 

Our research has found that almost four-fifths (79%) of marketers believe the skill set required for the job has changed completely over the past decade, while one in five (19%) feel they only have some of the required skills to carry out their roles successfully. 

It's clear that the marketing industry is facing a critical skills gap. To ensure success in this increasingly crowded space, continuous investment in training is essential. So, what skills should marketers focus on to future-proof their careers? 

Standing out in a competitive market 

Marketing professionals, particularly those in small-to-medium enterprises (SMEs), are often required to wear many hats. They've had to quickly adapt to changing market conditions, consumer needs, and new platforms. Marketers are constantly pivoting from building and maintaining online visibility to developing and implementing campaigns that address consumers' changing needs. 

However, we're now seeing a gradual return to pre-pandemic behaviours, meaning marketers must adjust their strategies once again. It's a complex landscape to navigate, but with the right skills, they can not only keep up but thrive in this dynamic environment, which is why experience in the form of certifications and measurable results is important for standing out.  

Where to focus your learning 

Our Digital Marketing Skills Benchmark shows that UK marketers' skills in digital marketing and core strategic marketing are actually equal, or generally slightly higher than most other global competitors. However, this might give a false sense of security, as in reality, the current global standard of skills is generally very low. It's also apparent that there is a divide between those with strategic marketing skills and those with the latest tactical digital marketing skills. 

Marketing is increasingly digital, but we also need the strategic insights to plan these activities effectively. Our research has shown an increasing gap between those with strong strategic marketing knowledge and those with advanced tactical knowledge.  

The biggest growing gap is in analytics and data, and recent technological changes have made this problem more acute. So, ongoing investment in skills is incredibly important, with key areas of focus including: 

• AI Marketing - It's important to understand the transformative power of AI and how it's reshaping consumer behaviour, data analysis, content creation, and customer experience (CX). 

• • Get ahead: Stay informed by subscribing to relevant newsletters and blogs, following experts on social media. 

• SEO and Paid Search Management - Many customer journeys start with a search engine, and adopting a successful search engine marketing strategy is vital for improving brand reach and visibility.  

• • Get ahead: Follow SEO experts, join communities, and keep an eye on updates from Google's official channels. 

• Analytics and Data - It's incredibly hard to plan, implement, and improve marketing without measuring campaign performance, so using analytics to improve marketing effectiveness and maximise ROMI is important.  

• • Get ahead: Start with YouTube tutorials on analytics basics and explore deeper learning through training programmes. 

• Social Media - With the ever-expanding number of platforms, understanding how to effectively engage audiences, create compelling content, and manage communities across multiple channels is crucial for building brand awareness and driving customer engagement. 

• • Get ahead: You may already be on social media, but make sure you set aside time each day to scroll through your brand and competitor's social media feeds to see what's trending.  

• Email Marketing - Despite the rise of new digital channels, email remains a powerful tool. Marketers need to know how to create personalised, targeted campaigns that nurture customer relationships, drive conversions, and maintain long-term engagement. 

• • Get ahead: Follow industry blogs, subscribe to newsletters, engage in communities, and regularly experiment with tools like Mailchimp to help you continue to learn and understand the latest trends and best practices. 

• Legislation - Understanding evolving data privacy regulations and advertising standards is essential for ensuring compliance and building trust with your audiences. 

• • Get ahead: Get updates from regulatory bodies, law firms, and legislators. Go directly to the source to get a comprehensive understanding of legislative updates. 

• Ecommerce and Lead Generation - As online shopping continues to grow, mastering ecommerce strategies and optimising the lead generation funnel are essential for attracting, converting, and retaining customers in a highly competitive digital marketplace.  

• • Get ahead: Stay updated on eCommerce and lead generation by subscribing to industry blogs (e.g., Shopify, HubSpot).  

• Sustainability - With increasing consumer demand for environmentally conscious brands, marketers must align campaigns with sustainability initiatives. Communicating a brand's commitment to social responsibility can drive consumer loyalty and differentiate it in the marketplace. 

• • Get ahead: Stay informed by following sustainability-focused blogs like Sustainable Brands and Trellis. Take part in webinars, courses, and certifications related to sustainable marketing. 

Of course, to gain an even deeper understanding of any of the above topics, you may wish to consider a more formal qualification. This year, CIM launched a new suite of qualifications, developed in line with the updated Global Professional Marketing Framework. You can find out more about these here.  

Gain hands-on experience 

 Once you've thought about the skills you might need for the type of marketing position you want, the next step is gaining practical, hands-on experience. Here are some ways to get started: 

• Build relationships - By networking, you can create quality relationships, which may lead to your next big marketing opportunity. Consider attending marketing conferences and meet-ups, as they can be a great way to meet more experienced marketers who might help you get your foot in the door. If you can't network face-to-face, there are plenty of online networking opportunities, such as through LinkedIn, to help you start new conversations. Once you have a profile on there, you can connect with other professionals right away. It's also a great place to share your own content via posts or articles.  

• Apply your skills online - Put your marketing skills to good use by starting your own blog or creating a website (such as a personal portfolio). Doing so will give you hands-on experience in areas like using a CMS platform, SEO, content marketing and analytics. If you're not interested in writing, create videos for social media—any content creation will help you practise real-world marketing skills. 

Find the right mentor 

Having a mentor at any stage of your career can be especially helpful. They can answer questions, provide feedback on your work, and introduce you to other industry professionals who may help advance your career. Many organisations, including CIM, offer formal mentorship programmes to connect aspiring marketers with experienced mentors.  

Try freelancing 

Freelancing isn't for everyone, but it can be a good way of gaining valuable experience and income while building your portfolio.Many small businesses rely on freelancers for marketing support, and as they grow, they may hire full-time staff (which could be you).  

LinkedIn is usually a good place to look for freelance work, but it’s also worth exploring sites like Fiverr or Upwork. You should always approach freelance sites with caution, though, as many platforms are highly competitive and there are also fees and commission to consider, and scammers to be aware of.   

If you’re looking to take the next step in your career, CIM is here to support you. We’re serious about marketing, and we’re transforming the landscape of professional marketing qualifications with a fresh new syllabus that provides greater choice, industry relevance, and accessibility. Our assessment options are now shorter and more focused, allowing you to fit your learning into your life and achieve your CIM qualification faster than ever before. 

Find out more about CIM's new qualifications