The 2026 Marketing Job Market: What Employers Are Really Hiring For (and How to Position Yourself)

If you’ve ever looked at two marketing roles with the same title but wildly different responsibilities, you’re not imagining things. In marketing, job titles are famously inconsistent. One company’s Marketing Manager is another company’s Head of Marketing . A Brand Manager role might be strategic and commercially focused in one organisation, and largely campaign execution in another. And don’t even get us started on the difference between a CMO , a Marketing Director , and a Head of Marketing . For candidates, this creates confusion, frustration, and sometimes career missteps. For employers, unclear titles can lead to misaligned hires and unrealistic expectations. After years specialising in marketing recruitment across Australia and New Zealand, we see this every single day. So let’s break it down. This guide explains what common marketing job titles usually mean , where they differ by company, and what really matters when you’re evaluating a role — whether you’re applying for one or hiring. Why Marketing Job Titles Are So Confusing Unlike professions with rigid definitions (think accounting or law), marketing roles evolve constantly. New channels emerge, technology reshapes responsibilities, and organisational structures shift as businesses grow. Add to that: Different company sizes Industry-specific needs Start-ups vs corporates In-house vs agency environments …and it’s no surprise that job titles have become blurred. The reality is this: a job title alone rarely tells you what the role actually involves . That’s why understanding scope, seniority, and expectations matters far more than the label at the top of the job description. Entry-Level & Early Career Marketing Roles These roles are often the starting point for a marketing career, but even here, titles can vary. Common titles Marketing Coordinator Marketing Executive Marketing Assistant Digital Marketing Executive What these roles usually involve Supporting campaign execution across channels Coordinating agencies, suppliers, or internal stakeholders Reporting on campaign performance Managing timelines, briefs, and assets These roles are typically execution-focused and designed to build foundational marketing skills across multiple disciplines. What to watch out for “Coordinator” roles with unrealistic senior-level expectations Roles with little exposure to strategy or decision-making Very narrow responsibilities that limit long-term development Tip for candidates: Early career roles should give you breadth. If you’re only touching one channel with no learning curve, progression may stall. Specialist Marketing Roles: Where Titles Really Start to Drift As marketers gain experience, many move into specialist roles. This is where job titles begin to vary significantly between companies. Digital & Performance Marketing Roles Common titles Digital Marketing Manager Performance Marketing Manager Growth Marketing Manager What these roles can mean Hands-on channel management (paid media, SEO, CRO) Agency oversight and budget ownership Data-driven optimisation and reporting In some businesses: team leadership In others: individual contributor roles The same title can describe a highly tactical role in one company and a strategic, commercially accountable role in another. Note: Digital marketing job titles are among the most searched in Australia — but they’re also the least standardised. CRM, Lifecycle & CX Roles Common titles CRM Manager Lifecycle Marketing Manager Customer Experience (CX) Manager What employers usually mean Ownership of customer communications across email, SMS, app, and loyalty Marketing automation and personalisation Journey mapping and retention strategies A key misconception? CRM roles are not “just email” . In many organisations, these roles sit at the intersection of data, technology, and customer strategy. What differs significantly is: Level of technical ownership Whether the role is executional or strategic Influence across the wider business Brand, Product & Category Marketing Roles Common titles Brand Manager Senior Brand Manager Product Marketing Manager Category Manager These titles are often used interchangeably — but they shouldn’t be. Brand Managers typically focus on: Brand strategy and positioning Campaign development Agency management Sometimes P&L responsibility Product Marketing Managers usually focus on: Go-to-market strategy Product launches Value propositions and messaging Sales enablement Category Managers often sit closer to: Commercial performance Pricing and promotions Range and portfolio strategy The challenge? Some businesses blur all three into one role, while others separate them cleanly. Marketing Manager vs Head of Marketing vs CMO: What’s the Difference? This is the biggest grey area in marketing recruitment — and one of the most important to understand. Marketing Manager Usually responsible for: Day-to-day marketing activity Campaign planning and execution Agency and supplier management Small teams or no direct reports In smaller businesses, this role may also cover strategy. In larger organisations, it’s often more operational. Senior Marketing Manager Often indicates: Greater autonomy Larger budgets Leadership of a small team Input into strategy, but not full ownership However, the title isn’t always used consistently. Sometimes it reflects experience rather than scope. Head of Marketing Typically responsible for: Overall marketing strategy Team leadership Budget ownership Senior stakeholder influence In SMEs and scale-ups, the Head of Marketing is often the most senior marketer in the business — effectively acting as the CMO without the title. Marketing Director More common in: Larger corporates Highly structured organisations This role usually sits above execution and focuses on: Strategic leadership Governance Long-term planning Chief Marketing Officer (CMO) A true CMO role involves: Executive-level leadership Commercial accountability Brand, growth, and customer strategy Influence at board or ELT level Not every “CMO” title reflects this reality. In some organisations, the title is aspirational rather than functional. Why Job Titles Matter When You’re Job Hunting Applying for roles based on title alone is one of the most common mistakes we see. Instead, candidates should focus on: Scope: What does the role actually own? Impact: What decisions will you influence? Progression: Where does this role lead? Smart questions to ask in interviews “How will success be measured in the first 6–12 months?” “What decisions does this role own versus influence?” “How does marketing work with sales, product, and leadership?” These questions reveal far more than any title ever could. Why Recruiters Look Beyond Titles At New Chapter Talent , we rarely assess candidates — or roles — by title alone. We look at: Commercial impact Leadership capability Scope of responsibility Environment and context Why? Because titles don’t tell us: How complex the role really is Whether a move is lateral, a step up, or a step back If the role aligns with long-term career goals Understanding this nuance helps us: Protect candidates from misaligned moves Help clients hire at the right level Build careers, not just fill jobs The Bottom Line: Titles Don’t Build Careers — Experience Does Marketing job titles will probably never be perfectly standardised — and that’s okay. What matters is understanding what sits behind the title: The scope The influence The opportunity Whether you’re exploring your next move or hiring into your team, clarity is everything. And when you look beyond the label, you’re far more likely to find the right fit. If you’re unsure how your current role stacks up — or what a title really means in today’s market — a conversation can make all the difference. At New Chapter Talent, we specialise in marketing recruitment across Australia and New Zealand, partnering with marketers at every stage of their career. If you’d like a confidential chat about your next chapter, we’re always happy to help. Contact Lucy Are you looking for your next chapter? Then let’s chat. ✉️ 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

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