Article
Let’s Talk About Soft Skills: The Future of Marketing Careers
September 18, 2025
Right now, it feels like every marketing conversation starts (and ends) with AI. From automated content creation to predictive analytics, technology is shaping the industry in big ways. But if you’re building a successful marketing career, or even hiring for one, AI isn’t the only piece of the puzzle.
Because here’s the thing: people connect with people, not brands.
In our work in marketing recruitment across Australia and New Zealand, we’ve seen time and again that the candidates who stand out aren’t just technically strong. They bring something extra: the soft skills that help them connect, inspire, and lead.
Why Soft Skills Still Matter in Marketing Jobs
From user-generated content campaigns to high-performing social posts, the marketing that cuts through is the content that feels real. The stuff that solves genuine problems, highlights real benefits, or resonates with daily life.
Often, the “rough-and-ready” content outperforms the perfectly polished. And do you know why? Because it’s built on empathy, creativity, and human connection - soft skills that no AI tool can replace.
Emotional Intelligence: The Real Career Differentiator
When we speak to hiring managers about what makes someone truly successful in a marketing role, the answer often isn’t “their Google Ads skills” or “their ability to write prompts.” It’s their emotional intelligence (EI).
EI is what allows marketers to:
- Create campaigns that
speak to an audience, not just sell.
- Manage client relationships with empathy.
- Navigate stakeholder challenges with confidence.
- Lead teams in a way that inspires collaboration.
In short: EI is still everything - and in today’s competitive market for marketing jobs, it can set you apart from the pack.
Storytelling: A Future-Proof Marketing Skill
Data might tell you what’s happening, but storytelling is what makes people care.
Strong storytelling helps marketers:
- Frame products within real-life benefits.
- Create campaigns that people actually
want to share.
- Build brand trust through authentic narratives.
It’s one of the most future-proof marketing skills because stories never go out of style.
Other Soft Skills That Boost Your Marketing Career
Alongside EI and storytelling, these soft skills regularly come up in conversations we have as part of marketing recruitment:
- Curiosity – Great marketers are lifelong learners.
- Collaboration – Marketing rarely happens in isolation.
- Adaptability – With technology constantly shifting, flexibility is key.
- Critical Thinking – The ability to cut through trends and identify what really drives results.
These are the qualities that hiring managers look for when reviewing candidates for marketing jobs, because they’re harder to teach than technical skills.
Blending Tech and Humanity
AI and automation are powerful tools. But they’re just that: tools. The marketers who thrive are those who blend technical know-how with human skills.
In other words: use AI to streamline, but rely on soft skills to truly differentiate.
Because at the end of the day, the campaigns that win hearts (and wallets) are the ones that feel human.
Whether you’re looking to grow your marketing career or hire top talent, don’t underestimate the power of soft skills. They’re not just “nice to have” - they’re the very thing that makes marketers stand out in a crowded, tech-driven market.
Contact Lucy
Ready to start your next chapter?
Looking for a new role? Explore our current marketing jobs
Hiring top marketing talent? Get in touch
✉️ lucy@newchaptertalent.com.au
📞 +61 416 153 144
𝐍𝐞𝐰 𝐓𝐚𝐥𝐞𝐧𝐭
𝑵𝒆𝒘 𝑺𝒕𝒂𝒓𝒕
𝐍𝐞𝐰 𝐂𝐡𝐚𝐩𝐭𝐞𝐫
Or connect with me ~ Lucy on LinkedIn ~ as I'll share all the insights on recruitment you could ask for! For more updates, career tips, and job opportunities, follow New Chapter Talent on LinkedIn.
New Chapter Talent – Your specialist partner in:
Marketing Jobs | Digital Marketing Jobs | eCommerce Jobs | CRM Jobs | CX Jobs | Product Jobs | Brand Jobs | Creative Jobs | Communications Jobs | Category Jobs | Executive Marketing Roles
share this
Related Articles
Related Articles
It’s official: we’ve entered the era of inflated job titles paired with deflated salaries – and it’s creating frustration, confusion, and mistrust in the marketing job market. At New Chapter Talent, we’ve been hearing the same story over and over again from CMOs, Heads of Marketing, and Senior Managers: A role looks senior on paper. The scope and responsibilities are extensive. But when it comes to the salary package? It falls well below market. The Numbers Don’t Stack Up We’re seeing worrying trends in the market: GM / CMO roles pitched at $180K Base + Super – well below what’s reasonable for that level of leadership. Head of Marketing roles advertised at $120–140K Base + Super (sometimes even as low as $90K – alarming!). Senior Strategy positions under $100K , despite requiring responsibilities that span strategy, execution, and delivery. When the title, scope, and expectations are senior, the salary needs to reflect that. Otherwise, you risk alienating the very talent you’re trying to attract. Why This Matters Misaligned roles don’t just hurt candidates – they damage the hiring organisation too. Here’s why: Short-term hires : Strong titles with weak pay often attract candidates looking for a stepping stone rather than a long-term move. Exhausted employees : Asking one person to wear every hat – from strategy to template design – at a mid-level salary is unsustainable. Brand credibility : Candidates talk. Advertising senior-level roles with junior-level salaries creates a reputation that’s hard to shake. Wasted time : Senior marketers won’t apply, while those who do will quickly discover the mismatch and walk away. The “Smoke & Mirrors” Effect Several marketers have described the trend as “smoke and mirrors.” On the surface, the job looks like a big opportunity. But when you dig deeper, it becomes clear the organisation either doesn’t understand – or doesn’t value – what experienced marketers actually bring. Sometimes, employers see inflated titles as a shortcut to attract a bigger talent pool: “We can’t pay for senior talent, but we’ll give the title instead as an incentive.” For ambitious marketers looking to step up, this might appeal in the short term. But for those already operating at that level, it’s frustrating, and often a waste of time. What Salaries Should Look Like To bring some transparency to the discussion, here are realistic salary bandings for senior marketing roles in Melbourne and Sydney (2025 benchmarks): Chief Marketing Officer (CMO) / General Manager Marketing $250K – $350K Base + Super (depending on business size, sector, and scope) Head of Marketing $160K – $220K Base + Super (with higher ranges in competitive industries like tech, finance, or FMCG) Senior Marketing Manager / Marketing Manager $120K – $160K Base + Super (with some roles stretching higher if leadership/team management is included) These ranges reflect both the scope of responsibility and the market’s expectation of senior marketing talent. Anything significantly below this should raise red flags for candidates – and prompt employers to reconsider their positioning. Where Do We Go From Here? The solution isn’t simple, but a few things need to happen: Market alignment – Salary bandings should reflect the true responsibilities of the role. Role clarity – Employers need to define scope honestly. Is this a leadership role, or a hybrid execution role? Be clear upfront. Standardisation – More transparency and consistency in job titles would help candidates (and employers) navigate the market. Value recognition – Experienced marketers deliver real commercial impact. Salaries should reflect that. Final Word Calling out this issue matters. Without change, organisations risk losing top talent, damaging their employer brand, and creating teams that are overworked and underpaid. At New Chapter Talent, we’ll keep highlighting these mismatches – and championing fair, transparent recruitment practices. Because when salary, scope, and title are aligned, everyone wins : candidates, employers, and the marketing industry as a whole. Contact Lucy Ready to start your next chapter? Looking for a new role? Explore our current marketing jobs H iring top marketing talent? Get in touch ✉️ lucy@newchaptertalent.com.au 📞 +61 416 153 144 𝐍𝐞𝐰 𝐓𝐚𝐥𝐞𝐧𝐭 𝑵𝒆𝒘 𝑺𝒕𝒂𝒓𝒕 𝐍𝐞𝐰 𝐂𝐡𝐚𝐩𝐭𝐞𝐫 Or connect with me ~ Lucy on LinkedIn ~ as I'll share all the insights on recruitment you could ask for! For more updates, career tips, and job opportunities , follow New Chapter Talent on LinkedIn . New Chapter Talent – Your specialist partner in: Marketing Jobs | Digital Marketing Jobs | eCommerce Jobs | CRM Jobs | CX Jobs | Product Jobs | Brand Jobs | Creative Jobs | Communications Jobs | Category Jobs | Executive Marketing Roles
On Thursday 11 September , more than 90 marketers, founders, students, and industry leaders came together in Melbourne for The Future of Marketing panel event hosted by The Marketing Club AU/NZ . The evening explored what’s next for our industry across content, brand, AI, recruitment, education, strategy, and research , with insights from some of the brightest minds in marketing. We were proud to see Lucy Bolan, Director of New Chapter Talent , representing the recruitment and hiring perspective, joining an incredible line-up of speakers. Panel 1: Fresh Thinking in Marketing 🎙️ Ebony Tewierik – Senior Marketing Manager, KeepCup 🎙️ Ebony Coatsworth – Social Media Executive, Melbourne Social Co 🎙️ Sarah No – Director of Brand & Marketing, BlueRock 🎙️ Indianna Symons – Executive Podcast Producer, Lost in Sound Panel 2: The Future of Marketing Careers 🎙️ Lucy Bolan – Director, New Chapter Talent 🎙️ Catherine Toms – Founder, AI Growth Academy 🎙️ Daniel Rayne – Marketing Lecturer, RMIT University 🎙️ Casey Kudrenko – Strategic Client Partner, Ideally Together, both panels shared powerful perspectives on where marketing is heading and how individuals and teams can stay ahead of the curve. A Bubble Bath of Change When asked to describe the current state of the industry, Lucy summed it up in one memorable line: 👉 “A bubble bath of change!” That opening sentiment, along with those of the panellists, sparked a rich discussion about the pace of transformation and the opportunities it presents for marketers who are ready to adapt. Hiring Trends Under the Spotlight Lucy also highlighted the key shifts she’s seeing in marketing recruitment: AI & Upskilling – Employers want marketers who can embrace martech, improve efficiency, and use insights to drive personalisation. ROI Under Pressure – Marketers are under more scrutiny than ever to prove the commercial impact of their work. T-Shaped Marketers – Specialists with deep expertise and strong knowledge across the wider marketing mix (brand, SEO, content, performance, CRM) are highly sought after. Soft Skills Matter – Curiosity, bravery, and innovative thinking are becoming just as important as technical expertise. Key Takeaways from the Evening Across both panels, a number of consistent themes emerged—practical, actionable advice that every marketer can apply: AI is here to stay - embrace it Pair AI with a strong brand strategy to ensure consistency and authenticity Emotional intelligence matters - stay focused on the people you’re trying to connect with Networking is critical to the future of marketing Stay curious and keep learning Soft skills will set you apart in a competitive recruitment market Listen more - the best marketers pay attention before they act Don’t be afraid to ask for help or seek clarity by asking questions Strive to be a T-shaped marketer with both deep expertise and broad knowledge Adaptability is key - be ready to pivot with change Find a mentor to help you grow and navigate your career Insights & Connection From the rise of AI and automation to the enduring importance of creativity and human connection, both panels left attendees with practical strategies to help future-proof their careers. And beyond the insights, the networking was just as valuable. With more than 90 attendees, the room buzzed with conversation, ideas, and new connections between marketers, students, founders, and hiring managers. Thank You A huge thank you to The Marketing Club AU/NZ for curating such a forward-thinking event, to Lost in Sound for partnering and supporting with their expertise in podcasting and content, and to BlueRock for generously hosting us in their Melbourne space. Events like these show just how powerful it is when the marketing community comes together to share ideas, collaborate, and imagine the future. At New Chapter Talent , we’re committed to helping marketers thrive through change, whether that’s taking the next step in their career or building future-ready teams. Lucy’s contribution to The Future of Marketing was part of that mission, and we’re excited to keep these conversations going.
As the marketing job market begins to show signs of recovery in Australia and New Zealand, many professionals are brushing off their CVs and stepping back into the interview room after months—or even years—away. But here’s the challenge: knowing your experience inside-out doesn’t always mean you can clearly communicate it under pressure. At New Chapter Talent, we’ve noticed a recurring theme with marketers we support: the STAR technique (Situation, Task, Action, Result)—a framework many interviewers expect—is often misunderstood or underused. And when nerves or self-doubt creep in, it becomes even harder to tell your career story with confidence. Whether you’re a Marketing Manager, Digital Specialist, or Head of Brand, here’s how you can prepare and deliver STAR-powered interview answers that make you stand out. Why the STAR Technique Matters for Marketing Interviews The STAR technique helps structure your answers so hiring managers can quickly understand not just what you did , but how you did it and the measurable impact. Situation : Provide context—what was happening? Task : What were you responsible for? Action : What did you actually do? Result : What was the outcome, ideally with metrics? In marketing interviews, this framework is especially valuable. It allows you to highlight creativity, problem-solving, and business impact while avoiding rambling or getting stuck in unnecessary detail. 5 Practical Tips to Nail Your STAR Responses Here are some actionable steps we’ve been sharing with our marketing network: 1. Put Pen to Paper List your top three accomplishments from your last role. What was the mandate? How did you deliver it? What were the results? For example: “I was tasked with revitalising customer engagement. I led the rollout of a new CRM program, introducing segmentation and automation. As a result, email open rates increased by 25% and churn reduced by 12% within six months.” 2. Reflect on Challenges Think about three significant challenges you’ve faced in your career. How did you navigate them? Marketing roles often involve tight budgets, shifting consumer trends, or new tech adoption—these are great opportunities to showcase adaptability and resilience. 3. Show Stakeholder Influence Marketing isn’t just about campaigns—it’s about collaboration. Prepare an example where you influenced a senior stakeholder, brought a cross-functional team onside, or shifted a business mindset. This shows leadership and strategic influence beyond day-to-day delivery. 4. Practice Out Loud It might feel awkward at first, but practising your answers out loud will help you tighten your delivery. Aim to be clear, concise, and confident. Try recording yourself or running through answers with a recruiter, mentor, or trusted friend. 5. Ditch the Jargon Avoid buzzwords like “synergy,” “best-in-class,” or “cutting-edge.” Instead, talk about impact in real, relatable terms. Employers are far more impressed with results than with corporate clichés. Common Mistakes Marketers Make in Interviews Through countless interview coaching sessions, we’ve noticed a few pitfalls: Overloading on detail – STAR answers should be sharp and structured, not an essay. Focusing on tasks, not outcomes – Results are what count. Did you increase ROI? Drive engagement? Improve brand equity? Undervaluing soft skills – Influence, collaboration, and resilience are just as critical as campaign results. Not tailoring answers – Align your examples with the specific role and company. Final Thoughts Interviewing is a skill—and like any skill, it improves with preparation and practice. If it’s been a while since your last interview, don’t leave it to chance. Rehearse with a recruiter, mentor, or trusted colleague. Mock interviews can surface blind spots and help you sharpen your story. In a competitive marketing job market, mastering the STAR technique could be the difference between blending in and standing out. By reflecting on your achievements, practising delivery, and focusing on real impact, you’ll be ready to tell a compelling career story that resonates with employers. ✅ Looking for your next marketing role in Australia or New Zealand? At New Chapter Talent, we specialise in connecting top marketing talent with leading brands. Contact Lucy Ready to start your next chapter? Looking for a new role? Explore our current marketing jobs H iring top marketing talent? Get in touch ✉️ lucy@newchaptertalent.com.au 📞 +61 416 153 144 𝐍𝐞𝐰 𝐓𝐚𝐥𝐞𝐧𝐭 𝑵𝒆𝒘 𝑺𝒕𝒂𝒓𝒕 𝐍𝐞𝐰 𝐂𝐡𝐚𝐩𝐭𝐞𝐫 Or connect with me ~ Lucy on LinkedIn ~ as I'll share all the insights on recruitment you could ask for! For more updates, career tips, and job opportunities , follow New Chapter Talent on LinkedIn . New Chapter Talent – Your specialist partner in: Marketing Jobs | Digital Marketing Jobs | eCommerce Jobs | CRM Jobs | CX Jobs | Product Jobs | Brand Jobs | Creative Jobs | Communications Jobs | Category Jobs | Executive Marketing Roles
STAY UP TO DATE
Get the latest
Receive regular updates from New Chapter Talent.
