Marketing consultant

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

A marketing consultant works on developing, implementing, and evaluating marketing strategies for companies and organizations. Tasks often include market analysis, target audience identification, campaign design, and advice on brand positioning. The consultant may work in-house at larger companies, within an agency environment, or as an independent consultant with various clients. The work environment is characterized by a fast pace, tight deadlines, and the need for constant environmental scanning, where digital tools and communication platforms are central to daily tasks.

Salary development over time

The salary of a marketing consultant has shown steady growth over recent years. In 2022, the average salary was 50,400 SEK, rising the following year to 51 600 and finally reaching 54 500 in 2024. This represents a total increase of approximately 8 percent over three years. The trend reflects both the increasing demand for qualified marketing skills and the digital transformation within marketing, where specialist knowledge has become increasingly valuable. The industry has also been influenced by competition for talent, especially in digital marketing and analysis, which has driven up salaries further. At the same time, clear regional and gender differences persist, with men's salaries still higher than women's in the profession.

Marketing consultant salary – comprehensive overview

• Average salary: 54 500 SEK/month
• Lowest salary: 48,700 SEK/month (female, public sector, post-secondary education less than 3 years)
• Highest salary: 78,400 SEK/month (male, private sector employee, postgraduate education)
• Hourly wage (average): 328 SEK
• Women: 51 800 SEK/month (88% of men's salary)
• Men: 58 500 SEK/month
• Regional differences: Differences exist, generally higher salaries in metropolitan regions

Education and qualifications

The path to becoming a marketing consultant usually involves a university degree in marketing, economics, communication, or similar fields. The profession requires both theoretical knowledge and practical experience, and many supplement their education with certifications or specialized courses in digital marketing and analysis. Internships and trainee programs are common steps on the way to a consulting role. Success also requires continuous learning, as the industry is constantly changing.

• Bachelor's degree in marketing, economics, or communication (3 years)
• Certifications in digital marketing (e.g., Google Analytics, Meta Blueprint)
• Internships or trainee programs in marketing
• Courses in data analysis and project management
• Experience with digital tools and platforms

Common benefits and compensation

Marketing consultants are often offered benefits such as flexible working hours, remote work options, wellness allowances, and professional development. Other common compensations include performance bonuses, company pension schemes, and sometimes insurance solutions. In agency environments, perks like team activities and subsidized lunches are also common.

Competition and challenges

The competition for attractive roles as a marketing consultant is high, especially in metropolitan areas where many companies and agencies operate. At the same time, there is a paradoxical recruitment situation: despite the large supply of educated candidates, it is difficult to find applicants with the right experience and specialized skills, particularly in digital marketing and analysis. The profession is rapidly evolving with technological advancements, demanding ongoing training and adaptability. Many also experience uneven workloads with intense project periods followed by quieter phases. Success requires broad knowledge and the ability to switch focus quickly.

Tips for those wanting to become a marketing consultant

To succeed as a marketing consultant, it is good to be analytical and possess strong communication skills, as the work involves interpreting data and transforming insights into clear messages. Flexibility and the ability to quickly adapt to new industries and projects are crucial, as assignments often vary in content and scope. Good teamwork skills facilitate collaboration, as the role often involves working in teams with clients and colleagues from different disciplines. A proactive attitude and a desire to constantly develop are important traits, especially given the rapid digital development in marketing. Building a network early and participating in industry events or seminars provides valuable contacts and insights into current trends. It is also wise to take advantage of internship opportunities and stay updated on new tools and methods to stay ahead in the job market.

Key facts about marketing consultants

• Education level: Usually a bachelor's degree in marketing or economics
• Work environment: Office-based, often project-oriented and digitally focused
• Common work form: Consulting assignments via agency or own business
• Demand: High, especially within digital marketing
• Special skills: Data analysis, digital tools, communication

Career paths and future prospects

After three to five years as a marketing consultant, there are good opportunities to advance to roles such as senior consultant, project manager, or strategist within larger organizations and agencies. Some choose to specialize further in areas like digital marketing, data analysis, or brand strategy, while others start their own consulting business. The employment agency's forecast for the profession of marketing analysts and marketers shows that job opportunities are abundant and expected to remain steady over the next five years. The recruitment situation is characterized by difficulties in finding candidates with the right profile, despite many leaving the profession. As of the latest survey, there are 550 job openings nationwide, highlighting the continued high demand for skills in the field.

Common questions about marketing consultants

• What is the average salary of a marketing consultant?
  - A marketing consultant earns an average of 54 500 SEK per month.
• How do salary differences between men and women look?
  - Men earn an average of 58 500 SEK while women have an average salary of 51 800 SEK, which corresponds to 88% of men's salary.
• What education is required to become a marketing consultant?
  - Usually a bachelor's degree in marketing, economics, or communication, along with certifications in digital marketing.
• What does the job market look like for marketing consultants?
  - The job market is assessed as very good with many opportunities and 550 job openings nationwide.
• Are there regional salary differences?
  - Yes, salaries are generally higher in metropolitan regions compared to other parts of the country.
• What is the highest and lowest salary for a marketing consultant?
  - The highest salary is 78,400 SEK per month and the lowest 48,700 SEK per month.
• What personal qualities are important in the profession?
  - Analytical ability, strong communication skills, and flexibility are especially important for success as a marketing consultant.