State of the Marketing Job Market
With CEO and Strategic Talent Expert, Velveth Schmitz
Velveth Schmitz, CEO of HireBetter, shares her outlook on the marketing job market in 2025 and offera some thoughts for job seekers.
How did your early experiences shape your leadership style?
My early experiences taught me that leadership isn’t about authority, it’s about accountability, humility, and service. I learned to embrace discomfort early on. The challenges and opportunities I encountered cultivated both grit and empathy, two forces that have defined how I lead teams and build cultures that can thrive in uncertainty.
Was there anyone who inspired you to take on roles in both entrepreneurship and public service?
Yes, in my family we were always mandated to give of our treasure and/or to give of our talent. I entered public office because I grew up in an ideal community in Los Angeles. I used to hike with grandfather to pick berries and then go to the local candy store. I moved to my community because it is very much like the town I grew up in. And I wanted to preserve it and have my children grow up with the ideal community I had. All of that was made possible by my mother, and I work to make her proud.
There’s a premium on marketers who can connect creative vision with commercial results. Those who understand both storytelling and systems are thriving.
How would you describe the state of the marketing job market in 2025? Which roles are most in demand?
The marketing job market in 2025 is dynamic, but it’s also fragmented. Companies are prioritizing revenue-linked roles, demand generation, growth marketing, brand strategy, and marketing analytics. There’s a premium on marketers who can connect creative vision with commercial results. Those who understand both storytelling and systems are thriving.
What shifts have you observed in the types of skills marketing employers are seeking this year?
There’s been a decisive shift from “channel expertise” to “strategic adaptability.” Employers want marketers who can navigate ambiguity, extract insights from data, and pivot quickly when markets or algorithms shift. Technical proficiency matters, but it’s table stakes now. Strategic judgment and emotional intelligence are the differentiators.
How do AI and platform specialization factor into skillsets companies are looking for? Are they as dominant as job seekers seem to think?
AI and platform expertise are important, but they’re not the whole story. The best marketers aren’t just using AI; they’re shaping the strategy around it. Companies are learning that tools amplify thinking; they don’t replace the thinking human. Curiosity, creativity, and discernment remain irreplaceable. The job seekers who combine human intuition with technological fluency are winning.
How can marketers stay on top of the constant changes in marketing technology?
Think less about chasing every new tool, and more about building a system for lifelong learning. Surround yourself with peers who think differently. Experiment. Stay curious. And perhaps most importantly, reflect regularly. Innovation doesn’t come from constant motion; it comes from intentional adaptation.
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What soft skills are essential for job seekers to demonstrate? Are there any you think are often overlooked?
Resilience, self-awareness, and empathy. These are not “nice to have.” They’re the currency of effective collaboration. The one that’s most often overlooked? Humility. The ability to listen, to integrate feedback, and to lead without ego is what separates good from great.
In your view, how can marketing professionals best stand out in a crowded talent pool?
Authenticity travels farther than polish. Be clear on what makes you you: your values, your approach, your way of thinking. Employers can feel when someone is aligned with purpose rather than performing for approval. In a noisy market, clarity and integrity stand out more than volume.
Reliability is a superpower in a world full of unfinished ideas.
What advice do you have for those seeking a junior-level marketing position or trying to enter the field?
Start by becoming a student of business, not just marketing. Learn how your work drives outcomes. Volunteer for stretch projects. Be relentlessly curious, and don’t underestimate the power of follow-through. Reliability is a superpower in a world full of unfinished ideas.
How can candidates ensure they end up in a company culture that’s right for them?
Ask questions that reveal how decisions are made, how people are recognized, and how leaders behave when things go wrong. Pay attention to energy, not just words. Culture is what happens when no one’s watching.
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About Velveth Schmitz
Velveth Schmitz is the CEO of HireBetter, a national strategic talent partner that helps good people build great companies. A seasoned entrepreneur and growth strategist, Velveth leads with authenticity, curiosity, and conviction. Her leadership philosophy blends business acumen with emotional intelligence, believing that excellence requires courage and that success comes from investing deeply in people. She’s passionate about helping leaders unlock potential, align teams, and drive impact through intention and purpose.