Marketing Talent & Skills Snapshot 2021 – SW

Here, a Marketing sector talent and skills overview, specifically for the South West, based on ADLIB internal data and knowledge.

We’re publishing Technology, Data, Engineering, Science, Sustainability, eCommerce, Marketing and Design sector-specific Talent & Skills Snapshots over the next few weeks to share and provide sector knowledge specific to the Bristol and Bath regions.

Sector overview

Bristol and Bath are home to a wide range of businesses, from a booming start-up scene, to established SMEs and large blue chip corporates. With more businesses bringing their marketing resource in house, there are talented professionals with a broad range of skills and industry specific experience. From Retail/FMCG, to Professional Services, Financial Services, Manufacturing, Not for Profit and a growing Tech sector, there is a large talent pool to choose from.

Talent overview

Recent trends have seen a big rise in demand for digital marketing skills and most generalist marketing candidates have good digital marketing knowledge and experience. There are a large number of experienced marketing professionals in the area, who vary from having broader generalist experience, to others with niche and specialist skills and any talent gaps are filled with relocating candidates drawn to all the region has to offer. With a busy and vibrant city scene that attracts students and graduates, there are talented juniors ready to step into their new careers.

Skills in demand

The majority of marketing roles today require strong content and copywriting skills, with this being very high on the agenda. There is high demand for digital acquisition skills such as SEO, PPC, CRO, Paid Social and email. B2B businesses are utilising the lead generation skills of Marketers through email and automation, content marketing and CRM so these skills are all in demand.