Digital Marketing Salaries 2025: What Social, Consultancy & Leadership Roles Are Really Worth

Digital marketing roles have evolved far beyond content calendars and clever captions. Today’s professionals are strategists, analysts, creators, community builders and commercial drivers and salaries now reflect that shift.

Social Media: More Than Just Pretty Pictures

Social media has become a high-impact, strategic discipline. Today’s professionals balance community management, content creation, analytics, paid performance, and even crisis communications.

What’s driving salaries up? Versatility. Algorithm expertise. Commercial impact. The ability to manage end-to-end brand presence.

Key Salary Insights

• Social Media Managers with multi-platform expertise (TikTok, Instagram, LinkedIn) typically earn £30k–£55k+.

• Paid social specialists, those comfortable with targeting, analytics and tightening privacy rules, now command the highest salaries.

• Platform specialists (TikTok, Meta Business Suite, LinkedIn) often earn more than generalists.

• While London still pays around 10–15% more, remote and hybrid roles are closing the gap.

In-Demand Skills

Paid ad management, algorithm fluency, performance reporting, strategic planning.

Salary Snapshot

• Junior: From £30,000

• Experienced: Up to £55,000+

• Paid social specialists: Highest earning potential

• Platform specialists: Premium rates

• Remote roles: Narrowing the London gap

Digital Marketing Consultants: Strategy Meets Specialism

Consultancy has become one of the most lucrative areas in digital marketing, with businesses seeing consultants as essential strategic partners rather than optional extras.

Those who combine technical expertise with commercial clarity continue to stand out.

Key Salary Insights

• Experienced consultants typically earn £60k–£90k+.

• Day rates now sit between £500 and £1,200, depending on specialism.

• Demand is strongest in SEO, PPC, content strategy, and specialist industries like healthcare, sustainability and cybersecurity.

• Many consultants now work in hybrid models, blending retainer and project work, giving businesses flexible, scalable digital support.

In-Demand Skills

Deep expertise, sector niche knowledge, commercial insight, adaptable delivery models.

Salary Snapshot

• Base salary: £60k–£90k+

• Day rates: £500–£1,200

• Premium niches: Healthcare, financial services, sustainability, cybersecurity

• Remote-first working: More consistent pay across regions

Digital Marketing Leadership: Where Strategy Pays Off

At senior levels, digital marketing becomes a blend of commercial leadership, team management and strategic direction, increasingly underpinned by data and AI.

Key Salary Insights

• Heads of Digital and Digital Marketing Directors earn £80k–£120k+, with higher ranges in larger enterprises.

• London still leads on pay, but hybrid models are expanding high-salary opportunities nationwide.

• Leaders now need a mix of AI literacy, MarTech fluency, strategic thinking, and the ability to influence at C-suite level.

• Start-ups or scale-ups often offer equity and greater influence in exchange for slightly lower salaries.

In-Demand Leadership Traits

AI literacy, commercial alignment, change management, strategic oversight.

Salary Snapshot

• Base salary: £80k–£120k+

• Enterprise roles: Higher salary bands + structured benefits

• Start-up/scale-up roles: Salary + equity

• Hybrid working: Location flexibility without pay sacrifice

Know Your Value in 2025

With 65% of marketers exploring new roles and AI reshaping skill demands, specialists with niche expertise and measurable impact are in the strongest position.

Whether you’re: scaling a brand through social, guiding businesses as a consultant or leading digital transformation at enterprise level now’s the time to level up, specialise and secure the salary your skills deserve.

Looking for your next digital marketing role We can help you find a future that works for you.