The marketing tech (martech) landscape is growing as more consumers adopt digital services, and startups and industry giants leverage marketing technology to offer unmatched user experience. Companies are looking to hire individuals who can combine innovation and technology to amp up their marketing game and deliver exactly what the consumer desires.
The martech sector is creating significant opportunities for mid-career professionals, too, particularly those with a strong understanding of marketing strategies and cutting-edge technologies, says Trupti Oak, Vice President-People Management and Talent Acquisition, LS Digital. Marketing automation specialists, data analysts and data scientists, customer experience managers, content strategists and SEO experts are some of such roles that are in high demand for mid-career professionals, she says.
Sonali De Sarker, SVP-HR, Epsilon India, estimates the industry to surpass $215 billion by 2027. This growth has skyrocketed demand for skilled engineers. “The adtech and martech fields offer exciting opportunities for mid-career professionals seeking a harmonious blend of creativity and technology,” she says.
Skill requirement for a smooth transition
According to Oak, a degree in marketing is no longer sufficient for mid-career professionals to stay relevant and thrive in the martech space. She advises them to develop a mix of tech and non-tech skills to ace in-demand roles.
To excel in the tech part of these jobs, she says familiarity with marketing automation & CRM tools like Salesforce, HubSpot or Adobe Experience Cloud is essential. These are used to manage sophisticated, data-driven marketing campaigns. In addition, understanding data analytics & visualisation tools like Google Analytics, Tableau or Power BI is equally critical. Apart from these, skills in AI and machine learning and expertise in SEO/SEM can help open several doors of opportunities in martech.
Along with these, the importance of skills like analytical thinking, strong communication & collaboration, adaptability & agility, and leadership & project management cannot be overstated in the current business landscape.
De Sarker says that professionals must adopt a learner’s mindset, embracing novel technologies like data engineering and GenAI/LLMs. In her opinion, by leveraging advanced AI tools and adopting a customer-centric approach, professionals can drive engineering ingenuity, questioning assumptions to achieve strategic outcomes. She lists the necessary soft skills as effective communication, adaptability, curiosity and critical thinking.
“By staying ahead of technological advancements, creating unified customer views, developing AI-driven algorithms, and driving hyper-personalisation, professionals play a pivotal role in connecting brands with their customers, driving business growth and customer engagement,” adds De Sarker of Epsilon.
Upskilling courses for mid-career professionals
Like every other industry, Oak says continuous learning and upskilling are the cornerstones of success in the martech space also. Therefore, her suggestion for mid-career professionals is to enrol in courses that encompass areas like web analytics and metrics to track key performance indicators and optimise marketing performance; customer relationship management platforms to create impactful customer journeys and implement marketing automation strategies effectively; content strategy and inbound marketing to build strong marketing foundations; and AI in marketing to craft more efficient, data-driven campaigns.
Freelance opportunities in martech
Freelance and contractual hiring can be seen experiencing a surge in several sectors, but is martech also experiencing the same? The rise of freelancing has certainly made its mark in the martech industry as well, says Oak of LS Digital.
Given the project-based nature of many martech initiatives, businesses are increasingly turning to freelance professionals to fill niche roles for short-term or specialised needs.
Content strategists and copywriters, SEO & SEM specialists, marketing automation consultants, and analytics and data consultants are some mid-career roles that have been registering continuous demand for skilled and talented freelancers, she adds.
The martech sector is creating significant opportunities for mid-career professionals, too, particularly those with a strong understanding of marketing strategies and cutting-edge technologies, says Trupti Oak, Vice President-People Management and Talent Acquisition, LS Digital. Marketing automation specialists, data analysts and data scientists, customer experience managers, content strategists and SEO experts are some of such roles that are in high demand for mid-career professionals, she says.
Sonali De Sarker, SVP-HR, Epsilon India, estimates the industry to surpass $215 billion by 2027. This growth has skyrocketed demand for skilled engineers. “The adtech and martech fields offer exciting opportunities for mid-career professionals seeking a harmonious blend of creativity and technology,” she says.
Skill requirement for a smooth transition
According to Oak, a degree in marketing is no longer sufficient for mid-career professionals to stay relevant and thrive in the martech space. She advises them to develop a mix of tech and non-tech skills to ace in-demand roles.
To excel in the tech part of these jobs, she says familiarity with marketing automation & CRM tools like Salesforce, HubSpot or Adobe Experience Cloud is essential. These are used to manage sophisticated, data-driven marketing campaigns. In addition, understanding data analytics & visualisation tools like Google Analytics, Tableau or Power BI is equally critical. Apart from these, skills in AI and machine learning and expertise in SEO/SEM can help open several doors of opportunities in martech.
Along with these, the importance of skills like analytical thinking, strong communication & collaboration, adaptability & agility, and leadership & project management cannot be overstated in the current business landscape.
De Sarker says that professionals must adopt a learner’s mindset, embracing novel technologies like data engineering and GenAI/LLMs. In her opinion, by leveraging advanced AI tools and adopting a customer-centric approach, professionals can drive engineering ingenuity, questioning assumptions to achieve strategic outcomes. She lists the necessary soft skills as effective communication, adaptability, curiosity and critical thinking.
“By staying ahead of technological advancements, creating unified customer views, developing AI-driven algorithms, and driving hyper-personalisation, professionals play a pivotal role in connecting brands with their customers, driving business growth and customer engagement,” adds De Sarker of Epsilon.
Upskilling courses for mid-career professionals
Like every other industry, Oak says continuous learning and upskilling are the cornerstones of success in the martech space also. Therefore, her suggestion for mid-career professionals is to enrol in courses that encompass areas like web analytics and metrics to track key performance indicators and optimise marketing performance; customer relationship management platforms to create impactful customer journeys and implement marketing automation strategies effectively; content strategy and inbound marketing to build strong marketing foundations; and AI in marketing to craft more efficient, data-driven campaigns.
Freelance opportunities in martech
Freelance and contractual hiring can be seen experiencing a surge in several sectors, but is martech also experiencing the same? The rise of freelancing has certainly made its mark in the martech industry as well, says Oak of LS Digital.
Given the project-based nature of many martech initiatives, businesses are increasingly turning to freelance professionals to fill niche roles for short-term or specialised needs.
Content strategists and copywriters, SEO & SEM specialists, marketing automation consultants, and analytics and data consultants are some mid-career roles that have been registering continuous demand for skilled and talented freelancers, she adds.
