Marketing Budgets: This Time its Personal
Marketing Budgets Are Tightening - And So Are Personal Finances
Us marketers are used to seeing budgets clawed back in Q4 (sometimes even Q3!) and quite often we enter a new financial year with leaders quoting Mark Choueke’s popular podcast “Do more with less.”
But, rather alarmingly, we’re finding that our personal finances are under attack too.
A few years ago, a steady marketing salary in the UK still meant watching your spending, but you could usually cover the bills and put a little aside. Fast forward to now, and even experienced marketers are wondering why payday money seems to vanish faster than a swipe on TikTok.
The Shrinking Value of Marketing Salaries
For many marketers, the maths simply does not work like it used to. A mid-level salary of around £35,000 to £45,000 today does not stretch anywhere near as far as it did even a few years ago. Pay rises, when they happen, often fail to match the real world increases in rent, utilities, and food. And if you were lucky enough to receive a bonus? They are trending downwards.
Reports show that almost one in five UK workers are struggling to pay their bills, with two in five having very little left at the end of the month. Over a million people have taken on second jobs to make ends meet, and for marketers, that often means freelance copywriting, social media management, or even weekend work unrelated to marketing just to boost income. This clearly presents risk to their personal development and career trajectory, in addition to their mental health.
The financial squeeze is making people rethink their careers. Many professionals are considering moving jobs for better pay, with younger marketers especially drawn to roles offering hybrid perks, extra training, or faster promotion prospects.
Even in London, where many marketing agencies and in house teams are based, the numbers are tight. The average salary in the capital is about £44,000, yet after bills, even a dual income household may have just a few hundred pounds left each month.
Senior Marketing Leaders Are Also Feeling the Pressure
A recent Marketing Week ‘Career & Salary Survey’ revealed senior marketing leaders—such as CMOs and Marketing Directors—are not immune: 42.6% say their workload has increased, yet they haven’t received a pay rise to match. That gap between effort and reward adds stress even for those already on substantial salaries. Throw in the fact that their tenures are often short (3 years and 6 months right now according to Vestd)…and any senior roles on LinkedIn seemingly receiving 100+ applicants within the 1st hour…
Some employers are offering cost of living pay rises, but not enough to bridge the gap. Only a minority of professionals say they have received one, and even fewer feel it has made a real difference. This leaves many marketers trimming personal budgets, skipping expensive conferences or networking events that they cannot get through expenses, and delaying career investments like courses or industry memberships.
The New Reality for UK Marketing Professionals
The message is clear: the cost-of-living crisis is no longer just a concern for low-income households. It is reshaping career paths, job expectations, and even creative choices for UK marketing professionals. From pay negotiations to exploring side income, the industry is adapting to a reality where “comfortable” is no longer a given.
Challenge | Impact on UK white collar workers |
Wage stagnation | Many feel their salary no longer buys the same standard of living it used just three years ago |
Rising essential costs | Energy, water, and inflation increase household budget strain |
Financial insecurity | Lower savings, reduced ability to handle emergencies |
Job mobility | Push to seek better pay or additional roles |
Regional affordability gap | Higher pay in cities doesn’t always translate to more savings |
References
Marketing Week: Career and Salary survey
Vestd: The C-Suite Churn Report 2025
