So, you want to be a marketer? You’ve made an excellent choice.

With employment in the industry expected to grow by 6% between 2022 and 2032 (per the U.S. Bureau of Labor Statistics), marketing is both an attractive and versatile field, with many specialties to choose from. Whether your interests lie in social media, brand management, product marketing, content marketing, SEO or some combination of these, there’s bound to be a role for you.

Here’s a look at 7 hot marketing jobs today — based on the projected growth in demand for relevant skills by the market analytics firm Lightcast — and the UW Professional & Continuing Education (UWPCE) programs to help you land them.

7 Hot Marketing Jobs

1. Brand Manager

If you enjoy thinking about marketing strategy at the highest level, then you might be a good fit for a brand manager role.

Brand managers are responsible for developing and maintaining a specific reputation for the company or product brand, which includes factors such as brand identity, brand architecture, brand positioning, brand equity and brand diversification. These skilled professionals work with an organization’s leadership and across teams in marketing, advertising, research and product development to ensure their brand meets business objectives.

“The increasing importance of digital marketing, e-commerce and social media has heightened the demand for skilled brand managers,” says Jonah-Kai Hancock, a veteran marketer and instructor for the new UW Specialization in Brand Management. “Trends such as data analytics, corporate social responsibility and brand authenticity further underscore the need for adaptable and strategic professionals in this field. Our program delivers these essential skills.”

▸ Learn This: UW Specialization in Brand Management

2. Social Media Strategist

Every business, from start-ups to the largest brands and corporate entities, needs to leverage social media as part of an effective overall marketing strategy.

“The truth is that social media marketing became an integral part of any digital media mix well over a decade ago,” says Kelley Myers, who works as director of social for the software company Autodesk and is the instructor for the new UW Specialization in Social Media Marketing. “Employers are looking for curious social media strategists who can connect key insights to actionable outcomes and understand audience behaviors.”

The specialization helps students learn important skills such as content creation and curation, social media analytics, audience segmentation, campaign management and community engagement. Like all UWPCE programs, the focus is on the knowledge professionals need to do the job day to day.

“Social media marketing constantly shifts and changes,” Myers says. “Professional training can give you hands-on practice and the grounding in all the skills you need to be effective.”

▸ Learn This: UW Specialization in Social Media Marketing

3. SEO Specialist

Search engine optimization (SEO) is the art and science of making sure your content (or product listing or brand name) ranks highly in major search engines. It’s a complex and ever-changing discipline, especially now as artificial intelligence (AI) impacts the field.

The SEO specialist is a vital role for any company looking to maintain or improve online visibility and drive more organic traffic to its website. These professionals follow best practices to conduct comprehensive keyword research, optimize website content and structure, and use analytics tools to track and refine SEO strategies. They must also stay ahead of algorithm updates and trends in search engine behavior as the discipline continues to evolve.

Ultimately, a powerful SEO strategy can significantly impact a company's business performance by attracting qualified leads and increasing conversion rates, making the role of an SEO specialist more and more valuable.

▸ Learn This: UW Specialization in Seach Engine Optimization (SEO)

4. Content Marketer

Content marketers play a crucial role in creating and distributing content to attract and engage an organization’s target audience. They‘re consummate communicators who deftly use the power of storytelling to build a stronger connection between the brand and customers.

These marketing pros produce content such as web copy, blog posts, videos and social media messages that align with business goals and map to a strategic brand narrative. They also leverage data analytics and other tools to track content performance and measure success across a variety of communications channels. A skilled content marketer is a valuable part of any effective marketing team.

▸ Learn This: UW Certificate in Storytelling & Content Strategy

5. Product Marketing Manager

A product marketing manager bridges the gap between product development and market success. With many market segments already saturated with products, being able to identify unique customer problems and then communicate how your product solves them is key to sparking demand and reaching new customers.

A great product marketer is adept at analyzing competitive market and consumer research, mapping customer journeys and segmenting markets effectively. They know how to craft compelling value propositions and nuanced messaging frameworks as they develop comprehensive go-to-market strategies, including pricing, packaging and product positioning elements.

“Our product marketing program will teach students not only how to master product marketing fundamentals, but also how to leverage technologies like generative AI to be more effective in their role,” says Eric Shuai, senior director of product marketing at Viant Technology and the instructor for the new UW Specialization in Product Marketing.

▸ Learn This: UW Specialization in Product Marketing

6. Digital Marketing Specialist

In today’s fast-moving marketplace, the digital marketing specialist plays a pivotal role in shaping a company’s online presence and growth. These professionals are adept at navigating various digital platforms to execute targeted marketing strategies that drive engagement and sales.

Digital marketers understand how to harness the power of digital advertising, SEO strategies, email campaigns and social media to attract and retain customers. They’re able to use modern automation and data tools to produce and execute comprehensive digital marketing plans that align with business goals.

▸ Learn This: UW Certificate in Digital Marketing

7. Marketing Specialist

Perhaps you’re not yet sure which marketing specialty is the best fit for you. Or maybe you’re looking to change fields or launch a brand-new career in marketing. A job as a marketing specialist is a great entry-level role.

Marketing specialists can be responsible for many different marketing tasks, including social media, email marketing, competitive market research, messaging, demand generation, product plans and more. The role is increasingly data-driven, and these professionals often use customer-relationship management (CRM) software and data analysis tools to analyze trends, monitor campaign effectiveness and track leads.

Because of the rapidly evolving nature of the field, getting professional training can be a big help and provide a boost in the job market.

“Modern marketing is constantly developing,” says Lucy Targett, instructor for the new UW Marketing Foundations course. “The best marketing specialists really understand fundamental marketing concepts, so they can quickly bring their creative and technical expertise to any campaign.”

▸ Learn This: Marketing Foundations (course)

Keep Learning

Check out the full range of UWPCE offerings in the fields of marketing, communication and design and find a program that can help you reach your goals.

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