Posted on May 20th, 2025 in Blog, Business

Marketing Specialist Career Path

Using creative marketing campaigns, market analysis, and more, marketing specialists play a crucial role in connecting organizations to their target audiences. Marketing specialists engage with their existing and prospective customers, bringing attention to their company’s products and services. These professionals also conduct market research to help their company improve its offerings.

Completing a business-focused degree program, such as a bachelor’s in business administration program, can help individuals develop the skills they need for a marketing specialist position. Through the program, they can gain knowledge of accounting, marketing, organizational leadership, and other business elements that are essential to success as a marketing specialist.

What Is a Marketing Specialist?

Marketing specialists use various marketing strategies to introduce their company’s products and services to different audiences. Marketing specialists develop promotional campaigns for a broad range of venues, from print media outlets, such as magazines and billboards, to digital outlets, such as social media platforms and browsers. Those with a primary focus on online marketing are referred to as digital marketing specialists.

Marketing Specialist Job Responsibilities

While marketing specialists’ roles can vary depending on their industry and the size of their organization, a few core responsibilities are commonplace for all professionals in the position.

A marketing specialist’s main responsibilities include:

Organizing promotional campaigns to increase audience engagement
Collaborating with creative teams to design and create recognizable brand assets and engaging graphic elements, copy, website pages, and promotional materials
Observing consumer trends, audience demographics, and competitor offers; conducting market research analysis; and applying their findings to new campaigns to create more effective marketing tactics
Working with leadership to establish marketing campaign goals and ensure their branding and promotional goals are met

Requirements to Become a Marketing Specialist

Employers look for certain skills and experiences when reviewing marketing specialist candidates’ resumes.

Educational Requirements

Marketing specialist jobs typically require at least a bachelor’s degree in marketing, communications, or another business field. A bachelor’s or master’s degree in business administration can open the door to numerous career options, including the marketing specialist role.

Experience Requirements

Candidates usually need a certain amount of work experience to qualify for marketing specialist roles. Most marketing specialist job postings ask for at least two years of experience in marketing or another business-related field. Experience working in an area such as sales, media relations, business administration, or business management can help individuals build a strong foundation of marketing skills.

While each employer will have their own set of requirements for a marketing specialist position, common positions that can lead to a marketing specialist role include the following:

Media assistant
Communications specialist
SEO specialist
Sales representative
Social media coordinator
Public relations coordinator
Marketing assistant

After earning an undergraduate or graduate degree and working as a marketing specialist for several years, individuals may be able to advance into a marketing manager or vice president of marketing role.

Marketing Specialist Job Outlook and Salary

Individuals interested in pursuing a career as a marketing specialist will find the role offers a promising job outlook and favorable salary.

Job Outlook

The U.S. Bureau of Labor Statistics (BLS) projects employment of marketing managers and market research analysts, whose roles are related to those of marketing specialists, will grow 8% between 2023 and 2033, faster than the average for all occupations. This expected growth in employment is attributed to organizations’ growing need for marketing campaigns and consumer data to increase their brand recognition and sales revenue.

Another reason for the projected growth in employment of marketing professionals is the ongoing shift in marketing strategies that will likely continue in the coming years. Digital marketing specialists are expected to be in demand as companies increase their online media presence to promote their products and services.

Salary

Marketing specialists had a median annual salary of about $59,000 as of April 2025, according to Payscale. Individual salaries for professionals in this position are influenced by their industry, job location, workplace seniority, and other factors.

According to data from the BLS on related positions, marketing managers had a median annual salary of $161,030 as of May 2024, while for market research analysts it was $76,950.

Advance in Your Career With a Degree From Warner Pacific University

Marketing specialists play an integral role in connecting companies to their ideal consumers. Because the role has specialized responsibilities, aspiring marketing specialists can benefit from gaining business expertise.

Warner Pacific University Online’s accelerated Bachelor of Arts in Business Administration degree program can help students develop skills across a range of business areas, including marketing, finance, and leadership. WPU Online’s accelerated degree format gives students the option to complete their program 100% online or through a hybrid flexible (HyFlex) learning model, making it a feasible program for working professionals with challenging schedules.

With coursework topics that range from accounting to operations management to business policies, the bachelor’s degree in business administration program can help students develop the knowledge and skills that can enable them to advance on their desired career path.

Explore WPU Online’s flexible degree offerings today.

Sources:
Indeed, “10 Entry-Level Marketing Jobs tTo Jump-Start Your Career”
Indeed, “Digital Marketing Specialist Job Description: Top Duties and Qualifications”
Indeed, “Marketing Specialist Job Description: Top Duties and Qualifications”
Payscale, Average Marketing Specialist Salary
U.S. Bureau of Labor Statistics, Advertising, Promotions, and Marketing Managers
U.S. Bureau of Labor Statistics, Market Research Analysts
ZipRecruiter, “What Is a Marketing Specialist and How to Become One”