Consultant, marketing

What does a marketing consultant do? – Tasks and work environment

A marketing consultant analyzes, develops, and implements marketing strategies for companies and organizations. Tasks vary depending on the client and project but often include creating market analyses, identifying target audiences, planning campaigns, and monitoring results. The consultant acts as an advisor and works closely with the client's management, sales, and marketing teams to find solutions that strengthen the company's market position. The work environment is characterized by a fast pace, multiple ongoing projects, and a wide variety of workdays, including both office work and client meetings.

Salary development over time

Over the past three years, salary development for marketing consultants has been steadily positive. In 2022, the average salary was 50,400 SEK per month, increasing to 51 600 SEK in 2023. In 2024, the average salary has reached 54 500 SEK, representing a total increase of about 8.1% over three years. This salary growth can be linked to increased demand for specialist skills in marketing analysis and digital marketing, as well as a growing need for external resources as companies intensify their focus on data-driven marketing. The trend also reflects competition for qualified consultants in metropolitan areas, where salaries are often driven upward.

Marketing consultant salary – comprehensive overview

• Average salary: 54 500 SEK/month
• Lowest salary: 48,700 SEK/month (female, public sector, post-secondary education <3 years)
• Highest salary: 78,400 SEK/month (male, private sector, doctoral degree)
• Hourly wage: 328 SEK (calculated based on 166 hours/month)
• Men's average salary: 58 500 SEK/month
• Women's average salary: 51 800 SEK/month
• Women earn: 88% of what men do

Education and qualifications

To work as a marketing consultant, a post-secondary education in marketing, economics, or communication is usually required. Many have a bachelor's degree, but some hold master's or postgraduate degrees, especially for more advanced consulting assignments. Practical experience, relevant certifications, and continuous skills development are highly meritorious, as are strong analytical and communicative skills.

• Bachelor's degree in marketing/economics/communication: 3 years
• Master's or postgraduate degree: 1–2 additional years
• Certifications: Examples include digital marketing, Google Analytics, or project management
• Internship/Trainee: Common entry point into the profession
• Courses and self-study: Online courses in current tools and methods are recommended
• Prerequisites: Strong analytical ability and communication skills

Common benefits and compensation

Marketing consultants are often offered benefits such as flexible working hours, remote work options, wellness allowances, and occupational pension. Other common compensations include performance-based bonuses, professional development allowances, and sometimes private health insurance. The extent of benefits varies between larger consulting firms and smaller agencies, as well as depending on whether employment is permanent or project-based.

Competition and challenges

The competition for assignments is intense, especially in metropolitan areas where many experienced consultants operate. The recruitment situation is characterized by difficulties in finding the right skills, while many leave the profession for other roles. The market is changing rapidly, demanding continuous skills development and adaptability. Consultants also need to navigate balancing client expectations with realistic deliverables while managing multiple projects simultaneously. Digitalization and new technology are transforming work methods, requiring openness to new tools and approaches.

Tips for aspiring marketing consultants

To succeed as a marketing consultant, it is beneficial to be analytical and able to interpret data to provide clients with concrete insights and advice. Being communicative and pedagogical facilitates explaining complex marketing strategies to different target groups. Flexibility and the ability to quickly adapt to new industries and work environments are crucial, as assignments often vary. Self-leadership and structure are important qualities for managing many parallel projects and deadlines. Building a broad network during your education, staying updated on the latest trends in digital marketing, and actively seeking internships or trainee positions to gain relevant experience are highly recommended.

Key facts about a marketing consultant

• Educational level: Bachelor's degree or higher in marketing/economics
• Work environment: Office-based with elements of remote work and client meetings
• Demand: Large opportunities for national employment
• Number of job openings: 550 (within the profession)
• Common work form: Consulting assignments, often project-based

Career paths and future prospects

After three to five years as a marketing consultant, there are opportunities to advance to more senior consulting roles, project manager positions, or strategic roles within larger consulting firms or client companies. Others choose to specialize in digital analysis, brand development, or marketing automation. According to the Employment Service's forecast, job opportunities remain plentiful, and demand is expected to stay unchanged over the next five years, despite some recruitment challenges. The role also provides a solid foundation for moving into leadership positions within marketing and communications departments across various industries. The broad skill set also enables international work or starting your own consultancy.

Frequently asked questions about a marketing consultant

• What is the average salary for a marketing consultant?
  - The average salary for a marketing consultant is 54 500 SEK per month.
• How large is the salary difference between men and women?
  - Women earn an average of 51 800 SEK, which is 88% of men's average salary.
• What education is required to become a marketing consultant?
  - Usually, a bachelor's degree in marketing, economics, or communication plus practical experience.
• What are the future prospects for the profession?
  - The Employment Service assesses that job opportunities are plentiful and demand is expected to remain unchanged over the next five years.
• Are there regional salary differences for marketing consultants?
  - Salaries tend to be higher in metropolitan areas, where competition for qualified consultants is strongest.
• What are common benefits in the profession?
  - Flexible working hours, remote work options, wellness allowances, and bonus opportunities.
• How many job openings are there in the profession?
  - Approximately 550 job openings in the fields of marketing analyst and marketing professional.