The “Middle Market” in Marketing Is Feeling the Squeeze

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

If you’ve been anywhere near LinkedIn lately, you’ve probably noticed a strange mix of vibes. Some people are celebrating new roles. Others are quietly (or not so quietly) frustrated. And a lot of very capable marketers are asking the same question: “Why does getting hired feel harder than it used to?” Welcome to the 2026 marketing job market. The good news? Companies are absolutely hiring. The reality? They’re hiring very differently from how they did in 2022, 2023 or even 2024. At New Chapter Talent , we work across Brand , Digital , CRM , eCommerce , Product and Executive Marketing roles every single day. We see the briefs, the shortlists, the offers… and the near-misses. So let’s break down what’s really going on — and how to position yourself to win in this market. So… is marketing hiring in 2026? Yes. But not in a “spray and pray” kind of way. Most businesses in Australia and New Zealand are: More commercially focused More cautious with headcount More demanding about impact That doesn’t mean fewer marketing jobs . It means better-defined marketing jobs . Employers aren’t looking for people who can just do marketing. They’re hiring marketers who can move the needle . What companies are actually hiring for in 2026 Let’s talk about what we’re really seeing in briefs right now. Brand & Communications roles Brand is back — but it’s no longer fluffy. Employers want Brand and Comms leaders who can: Build clear brand positioning Drive consistency across channels Protect and grow brand equity Connect brand activity to commercial outcomes What’s not landing anymore? “Great storyteller” without any evidence of business impact . Digital & Performance Marketing Digital marketing jobs are still in high demand — but the bar is higher. Companies want people who: Understand attribution Can optimise across paid, owned and earned channels Know how to scale what’s working Can talk ROI, not just clicks If your CV is all tactics and no results, you’ll struggle in 2026. CRM, Loyalty & CX This is one of the hottest areas of marketing recruitment right now. Businesses are investing heavily in: Customer data Personalisation Lifecycle marketing Retention and loyalty CRM and CX marketers who can link customer experience to revenue are getting snapped up fast. eCommerce & Growth Marketing eCommerce roles are no longer just about “running the website”. Hiring managers want: Conversion optimisation Funnel thinking Commercial smarts A deep understanding of customer behaviour Growth-minded marketers who can connect performance, product and experience are in demand. Product & Go-to-Market Product Marketing is having a serious moment. Companies want marketers who can: Own go-to-market Nail positioning Drive adoption Work closely with product, sales and leadership If you can bridge the gap between marketing and commercial teams, you’re extremely employable in 2026. Marketing Leadership (Head of, Director, CMO) The CMO brief has changed. Boards and CEOs are asking: “How will marketing grow revenue?” “How will marketing improve retention?” “How will marketing support our long-term strategy?” Leadership roles now demand commercial fluency , not just brand or campaign experience. The biggest shift we’re seeing as recruiters Here’s the honest truth. The market has moved from: “Can you do the job?” to “Can you prove the impact?” We see incredible marketers miss out because they: Talk about activity instead of outcomes Undersell their commercial contribution Don’t connect their work to growth, retention or profit And we see others get hired quickly because they can clearly explain: “This is what I did, and this is what it delivered.” Why good marketers are getting stuck in 2026 This is where much of the frustration comes from. You might have: A great CV Solid experience Strong brand names A good track record But if your story isn’t framed around impact , you blend in. Employers aren’t looking for “another marketer”. They’re hiring someone to solve a specific problem . How to position yourself to get hired in 2026 Here’s what’s working right now. 1. Lead with outcomes, not tasks Instead of: “Managed social media and email campaigns” Try: “Increased customer engagement by 38% through integrated social and email programs.” 2. Make your CV commercially fluent Revenue, growth, retention, conversion, efficiency — these are the words hiring managers are scanning for. If it’s not on your CV, they assume it didn’t happen. 3. Update your LinkedIn Recruiters search LinkedIn using keywords like: Digital Marketing CRM Brand Growth Product Marketing CMO Marketing Director Make sure your profile reflects what you actually want to be hired for. 4. Be clear about your “why” In interviews, the strongest candidates can clearly say: “This is the problem I love solving.” Not just: “I’ve worked in lots of roles.” The New Chapter Talent perspective At New Chapter Talent, we recruit across Brand, Digital, CRM, eCommerce, Product and Executive Marketing roles across Australia and New Zealand. The candidates getting hired fastest in 2026 are the ones who: Understand their own value Can clearly articulate their impact Know what kind of role they’re best suited for Are honest about what they want next You don’t need to be perfect. You do need to be clear . Thinking about your next move? Whether you’re actively looking, quietly curious, or just trying to work out where you sit in this market, understanding how employers are hiring in 2026 gives you a huge advantage. And if you’d like a confidential chat about how you’re positioned, that’s exactly what we do best. Here’s to a big, bright 2026. ✨ 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