Data Reveals The 10 Marketing Skills American Employers Are Begging for in 2025

Article courtesy of First Rank.

New study lists the marketing abilities that will give fresh graduates the edge in today’s competitive job market.

Key Findings:

New data reveals the most in-demand marketing skills that hiring managers are looking for, just in time for graduation season

Customer experience management is the most desired skill, followed by brand management in second and competitive analysis in third

Data also reveals the top marketing skills that are in demand in Canada’s marketing industry

As graduation season approaches,

thousands of marketing students will be polishing their resumes and wondering, which skills will actually help them land a job? Marketing isn’t only clever slogans and eye-catching graphics – it’s a field that demands a diverse mix of abilities, from data-driven analytics to creative storytelling. And with so many options, it can be difficult to know which marketing skills are actually in demand right now.

To help navigate this, Jacob Kettner, the founder of First Rank, a top-ranked SEO and digital marketing company, and his team analyzed current job market data to identify precisely which marketing abilities give candidates the best shot at landing their dream roles in today’s competitive environment.

First Rank compiled a comprehensive list of 47 marketing skills covering all aspects of the industry and then used Glassdoor to analyze current job postings requiring these specific skills. Each skill was ranked based on the total number of job listings where employers explicitly requested that expertise.

“Whether you’re a fresh graduate entering the job market or an experienced professional looking to update your skills, these insights reveal where you should focus your development goals,” says Jacob.

Table 1: The Most In-Demand Marketing Skills In The US

Rank	Marketing Skill	Number Of Job Postings
1	Customer Experience Management	877,673
2	Brand Management & Positioning	242,501
3	Competitive Analysis	125,852
4	Content Strategy	63,365
5	Project Management	56,036
6	Marketing Strategy Development	38,485
7	Product Marketing	34,805
8	Content Marketing	29,433
9	Email Marketing	25,879
10	Copywriting	22,432

1. Customer Experience Management

It’s no surprise that Customer Experience Management (CXM) takes the top spot with 877,673 job postings. Brands know customer loyalty hinges on more than just a great product—it’s about the entire journey. CXM professionals focus on optimizing every interaction a customer has with a company, from initial awareness to post-purchase engagement.

Why is this skill in such high demand? “Consumers expect seamless, personalized experiences across multiple touchpoints, whether online, in-store, or through customer support,” explains Jacob. “With data analytics, AI-driven insights, and omnichannel strategies becoming standard practice, companies need skilled professionals who can design and execute top-tier customer experiences that drive retention and brand advocacy.”

2. Brand Management & Positioning

A strong brand is a company’s most valuable asset, making Brand Management & Positioning a key priority for employers. This skill involves shaping a company’s identity, voice, and market perception to differentiate it from competitors and create an emotional connection with consumers.

“With consumers constantly bombarded with endless choices, standing out is tougher than ever,” Jacob shares. “Skilled brand managers make sure a brand remains relevant, engaging, and aligned with consumer expectations.” These attributes earned this skill a second-place spot, with 242,501 job postings.

3. Competitive Analysis

Knowledge is power, and Competitive Analysis is all about using data to gain an edge. This skill involves researching competitors, analyzing market trends, and identifying strengths, weaknesses, and opportunities within the industry.

Why the demand? “In today’s hypercompetitive landscape, brands can’t afford to operate in a vacuum,” says Jacob. “Businesses need professionals who can monitor competitor moves, consumer behavior shifts, and emerging market trends to make informed strategic decisions.”

With the sophistication of digital analytics tools and AI-powered insights, the ability to turn data into action is more valuable than ever, leading to the 125,852 job postings that rank this skill third.

The Broader Picture: Other Key Marketing Skills

Beyond the top three, several other skills are shaping today’s marketing job market:

Content Strategy & Content Marketing: Content remains king. Companies are investing in content strategy and content marketing to engage audiences, boost SEO, and build brand authority. The rise of video content, interactive media, and AI-generated content makes this a hot area of expertise.
Project Management & Marketing Strategy Development: With marketing campaigns becoming more complex and multi-channel, project management and strategy development are critical. Companies need professionals who can oversee workflows, manage budgets, and make sure that marketing efforts align with business goals.
Product Marketing: As businesses introduce new products and features, they need specialists who can bridge the gap between product development and market demand. Product marketers translate technical features into compelling value propositions that drive sales.
Email Marketing & Copywriting: Despite the rise of social media and AI-powered advertising, email marketing remains one of the most effective tools for lead nurturing and customer retention. Similarly, copywriting is essential for crafting compelling messaging across all marketing channels.

Jacob Kettner, the founder of First Rank, commented:

“The data clearly reflects where marketing is headed—brands are prioritizing customer experience, differentiation, and data-driven decision-making. While digital skills like content marketing, email marketing, and competitive analysis remain important, companies are equally focused on strategic roles that drive long-term brand success.

“For marketers looking to future-proof their careers, focusing on customer experience, brand positioning, and competitive intelligence is a smart move. However, the broader list of skills highlights the need for a well-rounded approach, blending strategy, creativity, and analytics to meet the demands of today’s dynamic market.”

Further Study Insights:

Data reveals Canada’s most in-demand marketing skill is Customer Experience Management, followed by Customer Relationship Management (CRM) and Brand Management & Positioning.

About First Rank

First Rank is a top-ranked Winnipeg-based SEO and digital marketing company focused on helping businesses generate leads through their websites. Founded by Jacob Kettner, the company specializes in search engine optimization and comprehensive digital marketing strategies.

Methodology

First Rank first put together a seed list of 47 marketing skills that covered all elements of the industry. Then, they used Glassdoor to collect data on all current job postings that contained the required skills, setting the region to the US or Canada as required. The skills were ranked based on the number of job postings for each skill.

Source: https://www.glassdoor.com/Job/index.htm