SG marketers, here are your 2025 salary benchmarks

Despite challenges such as layoffs, junior and mid-level candidates are expected to find opportunities in 2025, with 51% of APAC marketers saying AI and automation will be the biggest marketing focus in 2025, according to MCG Talent's APAC Recruitment Market Guide 2025. Meanwhile, 66% believe AI will replace some jobs, while 24% see AI creating more jobs.

Whether friend or foe, AI is here to stay and will be valuable for marketers who leverage it. According to the experts MCG Talent spoke to, the APAC job market will demand digital and tech skills, focus on DE&I, and highlight the importance of soft skills and company culture. Adaptation to these trends will be key to success. 

The guide also explores the evolving skills required for marketing roles. Leon Ho, managing director Asia at Ptarmigan Media also stressed that candidates will need a balance of technical, strategic, and interpersonal skills. “The most in-demand skills and qualifications will be those of well-rounded individuals who can combine technical capabilities with strategic and analytical skills.”  

“Digital marketing and on-platform experience will continue to be highly sought after, but siloed technical skills alone won't suffice. Interpersonal and communication skills will also be crucial, as emotional intelligence and the ability to handle difficult situations are harder to teach. For candidates looking to differentiate themselves in the 2025 job market, attitude and self-motivation will be key," he said, adding that employers recognise potential in candidates even if they don't tick every skill box.

With disruptive technologies entering the ad land, creative needs are ever-changing, and with tools powered by AI offering ways to improve processes, candidates need to stay ahead of the curve and ensure that they’re upskilled.

Rhys Taylor, managing director, global client lead, Publicis Groupe Hong Kong, explained that the industry is streamlining, automating, and scaling a wider range of tasks with software, AI, and nearshore/offshore teams. “It will be less about specific skills and more about adaptability and having a good attitude. The ability to change, willingness to change, and seeing the change coming will be crucial. The earlier someone learns to do this in their career, the greater the opportunity to get ahead there is.”

Meanwhile, big data is reshaping global communications, with Saprina Leung, director at MSL explaining, “Big data tools have not only increased our revenue but also our efficiency. These tools allow us to provide professional advice beyond client instructions. For instance, tools like Brandwatch and Fluency help us in influencer collaborations and audience analysis.” According to the survey, 54% of the respondents predict copywriting and content creation will be the most affected by AI, and 49% believe the human touch in PR remains irreplaceable.

In light of these trends, MCG Talent has provide a snapshot of what you should be earning in 2025 in the marketing, creative and communications industries in Singapore below.

Marketing

Creative

PR and communications

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