Here’s the reality. There are fewer easy wins in the marketing and digital market right now. Marketing and communications roles on SEEK are sitting roughly 10 to 15 percent down year on year, while applications per role continue to rise. That means more competition, tighter shortlists and hiring managers being far more selective. Strong marketers are still moving quickly, but the middle of the market is feeling the squeeze. Commercial thinking, clear capability and real outcomes are cutting through faster than polished personal branding.

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Brisbane is quietly outperforming expectations. Hiring here feels more pragmatic and less weighed down by process than Sydney or Melbourne. Businesses are rewarding marketers who can move across brand, digital and performance without needing a large team around them. Capability matters more than title. The candidates winning roles are the ones who can switch between strategic thinking and hands-on execution without hesitation.

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Sydney and Melbourne remain the heavyweight markets with bigger brands, bigger budgets and higher expectations. Employers are sharper about capability versus title and they want proof of impact. AI and automation are lifting productivity expectations, which means marketers need to show how they drive growth, acquisition or retention rather than simply talk about campaigns. The bar for senior roles has moved up, and competition at the top end is stronger than many candidates realise.

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The real questions marketing and digital candidates need to ask themselves right now are; Am I applying for the right roles? Am I being honest about my experience and the level I am truly operating at? Self awareness has become a competitive advantage.  The candidates getting traction are clear on where they add value and position themselves accordingly. The market is not dead. It is just less forgiving of misalignment.