If there’s one area that never really slows down in the job market, it’s intermediate marketers. Even through the quieter years, demand for hands-on talent has stayed steady. In 2025, this question keeps landing in my inbox from candidates and hiring managers alike:

 

What are employers actually looking for at mid-level right now?

The short answer is capability, confidence, and commercial awareness. But as always, the real picture is a bit more textured, so let’s break it down.

The lay of the land

Mid level roles are still the engine room of marketing teams. They’re where strategy meets execution, and where businesses feel the pain first when teams are understaffed.

After two lean years, many teams across NZ are still small. That means employers want people who can hit the ground running, juggle a mix of priorities, and bring enough experience to work with light oversight.

From what I’m seeing at Campfire, mid level briefs at the $80k–$110k level continue to make up the bulk of agency and brand side hiring.

There’s a lot of pressure on this part of the market. This is the talent bracket who often head off for their OE or relocate overseas permanently. At the same time, it’s exactly this profile, the hands on “doers”, that businesses need to get marketing campaigns out the door.

 

The core skills employers are asking for

Hands-on execution

This is the biggest one. Employers want people who can actually do the work, not just talk about it. Whether it’s running paid campaigns, building content calendars, pulling analytics, or updating product feeds, execution matters.

The market has very little appetite for theoretical marketers at mid level.

Channel literacy

You don’t need to be a deep specialist, but you do need to understand how the core channels work together. Think:

  • Paid social
  • SEO
  • SEM
  • Email and automation
  • Content production
  • Analytics basics

Employers want marketers who can move comfortably across channels without getting lost.

Measurement basics

Teams are watching budgets closely, so marketers need to know what success looks like. That doesn’t mean being a data scientist. It means knowing:

  • How to read a dashboard
  • What metrics matter for each channel
  • How to communicate performance clearly

The ability to translate results into decision making is becoming a real differentiator.

 

The traits that help candidates stand out

Commercial thinking

This is the number one soft skill employers mention to me. Marketers who understand revenue, cost, margin, and business models always rise to the top. It’s not about being a finance expert, it’s about joining the dots.

Adaptability

Teams are small, workloads shift quickly, and tools change constantly. Employers want people who stay calm, stay curious, and stay solution focused.

Low ego

This comes up again and again. Managers want team mates, not prima donnas. They’re looking for people who collaborate, pitch in, and keep momentum high.

AI literacy

We’re seeing more and more mid level briefs call for the ability to introduce AI into workflows and to keep up with fast moving developments in the space.

 

The surprise resurgence: SEO and performance

One of the most interesting shifts this year has been the renewed attention on SEO. With AI changing how search works, brands want people who can future proof their visibility and understand the technical basics.

Performance channels are also busy again, especially for intermediate specialists who can manage campaigns without heavy supervision.

If you’re in mid level territory, adding depth in either of these areas will only help you.

 

How to stand out if you’re aiming for your next step

A few practical things I talk candidates through every week:

  • Refresh your metrics. Show the real impact of your campaigns.
  • Build a simple portfolio or project list. A PDF is fine.
  • Learn one emerging tool or skill. Even a basic AI workflow goes a long way.
  • Tighten your LinkedIn. Recruiters look at it instantly.
  • Practice telling your story without jargon. Clear beats clever.

Small improvements make a big difference in a competitive field.

My final word

The mid level market is incredibly active, and employers are looking for capable, confident marketers who can turn ideas into outcomes. If you’re hands on, commercially minded, and willing to keep learning, you’re in a fantastic position going into 2026.

If you’re thinking about your next move or want a sense check on your skill set, the Campfire team and I are always happy to talk.

Got a question for an upcoming #AskAmelia?

Email me at askamelia@campfirerecruitment.co.nz, and your question could be featured in the next post.

 

Source: Amelia Cranfield, 2nd December 2025