Consultant, marketing

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

A marketing consultant helps companies and organizations develop and implement marketing strategies. Tasks often include analyzing markets, target groups, and competitors, creating communication plans, and advising on brand building and digital marketing. Assignments can be both strategic and operational, meaning a consultant may participate in everything from long-term planning to practical campaign execution. The role often involves project-based work, where flexibility and the ability to quickly familiarize oneself with new industries and work environments are important traits. Many work at agencies or as independent consultants, while others are employed within larger companies or organizations.

Salary development over time

The salary for a marketing consultant has shown a steady increase over the past three years. In 2022, the average salary was 50,400 SEK per month, rising to 51 600 in 2023. In 2024, the increase continued to 54 500, representing an overall growth of approximately 8.1% during the period. This salary trend reflects a strong demand for marketing skills, especially within digital channels and data-driven marketing. The salary increase can also be explained by more employers competing for skilled consultants as the marketing landscape changes rapidly. Changes in the job market, including increased digitalization and the need for specialized skills, have further contributed to this positive trend.

Marketing consultant salary – comprehensive overview

• Average salary: 54 500 SEK/month
• Lowest salary: 48,700 SEK/month (woman, public sector, post-secondary education shorter than 3 years)
• Highest salary: 78,400 SEK/month (man, private sector, research education)
• Hourly wage: 328 SEK (based on 166 working hours per month)
• Gender differences: Men earn 58 500 SEK, women 51 800 SEK (women earn 88% of men's salary)
• Regional differences: Data on regional variations is lacking, but salary levels may vary depending on location and labor market

Education and qualifications

The path to becoming a marketing consultant often goes through higher education in marketing, economics, or communication. Many also have supplementary training or courses in digital marketing, project management, or analysis. Practical experience, such as internships or trainee programs, is often crucial for landing initial assignments. The profession also requires continuous skill development to stay updated with new tools and trends.

• Higher education: Bachelor's degree in marketing, economics, or communication (3 years)
• Supplementary courses: Digital marketing, project management, data analysis
• Certifications: Google Analytics, Facebook Blueprint, etc.
• Internships/trainee: Practical experience is highly valued in hiring
• Self-study: Online courses and industry-specific training are common

Common benefits and compensations

Common benefits for marketing consultants include wellness allowances, occupational pensions, bonuses, and flexible working hours. Many employers also offer opportunities for skills development, access to modern work tools, and sometimes remote work options. The extent of benefits varies depending on whether the consultant is employed at an agency, self-employed, or within a larger company.

Competitions and challenges

Competition within the marketing consulting profession is significant, especially in metropolitan areas where many players compete for the same assignments. The fast-paced development of the industry requires consultants to constantly update their knowledge and adapt to new technologies and platforms. Clients’ demands for measurable results and clear return on investment increase pressure to deliver effective solutions. Additionally, workload can vary greatly depending on project scope and deadlines. Building long-term client relationships and a broad network are often crucial for success in the market.

Tips for those wanting to become a marketing consultant

To succeed as a marketing consultant, it’s beneficial to have strong analytical skills, which facilitate evaluating markets and target groups and developing strategies. Good communication skills help build trust with clients and effectively convey ideas. Flexibility and adaptability are essential since each assignment may involve new industries or work environments. Staying updated on the latest digital trends and investing time in continuous skill development are also important. A broad network opens doors to more assignments and collaborations, while initiative and self-leadership make it easier to handle periods of high workload. Finally, being solution-oriented and proactive is valuable for quickly meeting clients’ changing needs.

Key facts about a marketing consultant

• Educational level: Bachelor's degree in marketing, economics, or communication is most common
• Work environment: Project-based, often varying between office, client meetings, and remote work
• Demand: Great opportunities for work, approximately 550 available jobs within the profession
• Gender distribution: Women earn 88% of what men do in the profession
• Specialization: Digital marketing and analysis skills are particularly in demand

Career paths and future prospects

After three to five years in the profession, a marketing consultant can advance to more senior roles such as strategic advisor, project manager, or team leader. Some choose to specialize in specific areas like digital marketing, brand strategy, or data analysis, while others start their own consulting businesses. The Swedish Public Employment Service forecasts that job opportunities in the profession are plentiful and expected to remain unchanged over the next five years. However, recruiting the right skills can be challenging, creating good opportunities for those who continuously develop their capabilities. The profession offers excellent opportunities for career development and specialization, especially for those willing to stay up-to-date with industry developments.

Frequently asked questions about a marketing consultant

• What does a marketing consultant earn?
  - The average salary is 54 500 SEK per month, but it varies depending on experience, education, and employer.
• What education is required to become a marketing consultant?
  - Usually a bachelor's degree in marketing, economics, or communication plus supplementary courses.
• Are there significant regional salary differences?
  - Data on regional variations is lacking, but salaries can generally be higher in metropolitan areas.
• What is the job market like for marketing consultants?
  - Opportunities are plentiful, with about 550 available jobs according to the Swedish Public Employment Service.
• What personal qualities are important in this profession?
  - Analytical ability, good communication, flexibility, and self-leadership are key qualities.
• What is the highest and lowest salary for the profession?
  - The highest salary is 78,400 SEK (private sector, research education), the lowest 48,700 SEK (public sector, post-secondary education shorter than 3 years).
• What benefits are common for marketing consultants?
  - Common benefits include wellness allowances, occupational pensions, bonuses, and remote work options.