9 Most Challenging Marketing Roles to Fill and Why

In the quest to pinpoint the Most Challenging Marketing Roles to staff, we’ve gathered insights from nine industry professionals, including Directors and CEOs. From the challenges of “Project Manager Recruitment Hurdles” to the “Copywriter Search Complexity,” these experts shed light on the roles that companies struggle to fill and the reasons behind the talent scarcity.

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One of the Most Challenging Marketing Roles is Project Manager 

I’m a marketing recruiter and cover all roles within the marketing and creative industry. One of the most challenging marketing roles I dread getting on the books is for a Marketing Project Manager. This isn’t because there aren’t a lot of candidates out there, but because it’s really hard to get people to move roles, as people don’t usually want to move when they are in the middle of projects. 

As anyone will know who works in that kind of role, they are always in the middle of projects, so it makes hiring time a lot longer, and you have to keep a warm pool of candidates waiting, so you can hopefully reach them when a project is coming to an end.

Heather Scott, Independent Recruiter

Marketing Automation Experts

The most challenging marketing role to fill is the role of marketing automation due to the high demand for specialists in various platforms like HubSpot, Salesforce, Selligent, Marketo, Eloqua, and more. Companies often seek experts in the specific platform they use, such as a Marketo expert for a company using Marketo.

This approach isn’t always the best. Many platforms haven’t been around for very long, making it difficult to find someone with extensive experience in one specific tool. I suggest looking for marketing automation experts who may have experience with other platforms. Skills in optimizing any marketing automation platform to enhance digital marketing are just as, if not more, valuable than expertise in one tool.

When hiring, it’s important to consider the broader requirements of the role and the soft skills needed, like problem-solving or quick-learning abilities. These skills can often be just as critical to future success as specific platform experiences.

Amy Tribe, Director, OGLF (Our Good Living Formula)

Product Owner

The most challenging marketing roles to fill a Project managers and product owners because they are becoming super important in all sorts of businesses. Because of fast-moving technology, changing customer needs, and dealing with complicated issues internationally, having a good project manager can be the key to doing well or not. Companies totally get this, and they’re really looking for these kinds of people.

However, it’s tough to find someone who’s both good at this job and available. More companies are looking for these experts, and there aren’t that many of them around. To find the right project manager with the experience you need and to know when they’re free, you have to really be part of the community. We see this a lot when companies want to bring in project managers for the long haul. 

Most of these folks are freelancers right now, but businesses need them all the time. They’re often surprised at how long it takes to find someone if they try to do it on their own. If you’re not clear about what you really need from this role, and you don’t have the connections or the know-how to find the right people, or if you’re not sure how to really judge if someone’s right for the job, then the search can drag on forever.

James McNally, Managing Director, SDVH [Self Drive Vehicle Hire]

PPC Pro 

I think there are two: A good PPC marketer is hard to find. Everyone claims they’re great, but very few produce results or really know the ins and outs of PPC. Marketing Analytics Managers can also be tough to find, as that position requires great analytic skills, marketing expertise, and a really good understanding of both the business and technical aspects of the position. It can be really tough to translate complex data into actionable insights for the marketing team.

John Frigo, Ecommerce Manager, Best Price Nutrition

Technical Marketing Specialist 

Hiring Technical Marketing Specialists is becoming increasingly one of the most challenging marketing roles to fill. These specialists plan, develop, create, and implement marketing campaigns and materials aimed at technical subjects or targeting an audience with technical expertise. The types of materials they work on include sales and specification sheets, demo videos, case studies, and various other content types. 

They perform market research to understand the needs and main interests of their intended users or consumers, integrating solutions or pertinent information into their communications. This marketing role is commonly seen in the business-to-business (B2B) sector, where the audience often consists of technical experts. In addition, they quickly address and fix coding problems.

The reason these roles are hard to fill is twofold: first, the combination of deep technical knowledge with marketing expertise is rare, making it challenging to find candidates who excel in both areas. Second, the evolving nature of technology and marketing tools means that candidates need to be continuously learning and adapting, which is a demanding requirement that not many can meet.

Lucas Ochoa, Founder and CEO, Automat

Data Analyst 

In my experience, the most challenging marketing role to fill is that of a Data Analyst. You might wonder why. Well, it’s because it combines a unique blend of skills. It requires technical knowledge, like SQL and Python, but also an understanding of marketing strategies.

I once had a candidate, Sam, who was a whiz at coding but struggled to translate the data into actionable marketing strategies. Conversely, I’ve met marketing gurus who could strategize in their sleep but were lost in the sea of data. The challenge lies in finding someone who can bridge this gap, a task which becomes even more difficult due to the high demand and limited supply of such professionals.

Hence, in my opinion, the Data Analyst role is the hardest to fill in marketing.

John White, MBA – Owner, White Fox Cleaning Services

CMO

Filling the role of a CMO is one of the most challenging marketing roles to fill. The marketing field is vast, and the responsibilities of a CMO are incredibly wide-ranging. They must be adept at leading, recruiting, training, and developing. Unlike other roles, which might be more focused, a CMO’s job is to be versatile. 

They have to understand their own weaknesses and build a team that fills those gaps. It’s a role that requires a unique blend of skills. You need someone who not only knows marketing inside and out but also can grow in areas they’re less familiar with and support their team in doing the same.

Amar Ghose, CEO, ZenMaid

Data Scientist

I find the most challenging marketing role to fill is the Marketing Data Analyst or Data Scientist role. This difficulty arises from the need for a rare combination of in-depth data analysis skills and solid marketing knowledge. These professionals must adeptly interpret data and apply their insights to our marketing strategies. Their dual expertise in technical data analysis and understanding of marketing dynamics is complex to come by, making them highly sought-after. 

Additionally, the constant evolution in data analytics and marketing technologies requires these individuals to continually learn and adapt, adding to the challenge of finding the right candidate for this vital role in our data-driven marketing approach.

Khurram Mir, Founder and Chief Marketing Officer, Kualitee

Copywriter

One of the most challenging marketing roles to fill is that of a copywriter. Copywriters wear many hats and require a unique blend of technical skills, industry knowledge, and creativity. 

Looking for the perfect copywriter can feel overwhelming, as it’s not just about finding a good writer. It’s about finding someone who truly gets the brand’s voice, tone, and values, and can effortlessly bring them to life in impactful messaging across all channels.

Diane Howard, RN and Founder, Esthetic Finesse

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