Skip to Content Skip to Footer

Marketing Industry Stats and Information

    About the Industry

    Information gathered by AMA staff in the summer and fall of 2024

    • There are 2.5M marketers in the United States, 6M counting marketing-adjacent roles like sales, public relations, fundraising, user experience, and graphic design (Bureau of Labor Statistics, LinkedIn member data).1
    • Globally there are at least 6.5M marketers and 15M professionals in marketing-adjacent roles.2
    • One in four Fortune 500 companies have a “Chief Marketing Officer” on their executive team, and over half (57%) have a marketing or adjacent-role at the top.3
    • More than half (60%) of Chief Marketing Officers at Fortune 500 companies are women, matching the overall percentage of women in the marketing profession in the United States.4
    • Most marketers are between 25 and 35 years old (40% in the United States and 49% globally). The next largest age bracket is 35-55 years old (37% in the United States and 29% globally). 5
    • The top most common job seniorities for marketers in the United States are entry level (33%), senior (28%), and director (15%). VPs make up under 5% while c-level marketers make up almost 4%. 6
    • The United States, India, China, United Kingdom, and Indonesia are the countries with the most marketers. 
    • On average, marketing budgets make up 10% of overall company budgets. Marketing makes up a higher portion of the budget for B-to-C companies versus B-to-B, and for companies with lower versus higher annual revenues.7
    • The average tenure for senior marketing leaders is 5.2 years.8
    • The average pay for marketers is $128K per year, including salary, bonuses, and other incentives.9
    • Long-term, employment of advertising, promotions, and marketing managers is projected to grow 6% from 2022 to 2032, faster than the average for all occupations. Employment of market research analysts is projected to grow much faster than average (13%).10
    • In the short term, marketing hires are predicted to grow by 4.4% in 2024, down from a peak of 10.5% in 2022.11 
    • 20% of marketing activities are currently outsourced, according to senior marketers.12
    • Top employers for marketers13
      • Amazon
      • Estée Lauder
      • Coca-Cola
      • Unilever
      • Apple

    About AMA

    As the leading global professional marketing association, the AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. 

    • The AMA has approximately 28,000 members consisting of professionals (17,500), academics (4,200) and collegiate members (10,000)

    The AMA is home to five premiere scholarly journals. In the last year, the AMA published 56 Journal of Marketing and Journal of Marketing Research Scholarly Insights, 18 Research Insights, two Impact at Journal of Marketing Research, and one Marketing Insights from AMA Fellows, resulting in over 67,000 views, not including press releases and other academic content. Journal articles in 2024 have reached over 5 million readers. 

    Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification advance knowledge. More than 7,000 Professional Certified Marketers® currently leverage their credential for career advancement and continued education.

    • 92% of graduates have said that our digital marketing course has had a positive impact on their career.
    • 81% of graduates have been promoted after completing one of our digital marketing programs.
    • 71% of AMA Professional Certified Marketer® graduates are working at (or have been promoted to) senior or management levels.

    The association’s philanthropic arm, the AMA’s Foundation, is inspiring a more diverse industry and ensuring marketing research impacts public good. The AMA Foundation was established by the action of the AMA Board of Directors in June 1992. It was established for future restricted contributions as well as to encourage marketing women and men to contribute their time, talents, experience and other resources to foster the use of good marketing practices to benefit the larger society in addition to the organizations for which they are working, or had worked.

    Questions? Send us an email.

    __________

    1  For the number of marketers, we took the average of the BLS and LinkedIn counts. BLS is likely undercounting due to outdated job categories, and the LinkedIn number may be inflated due to fake, bot, or duplicate accounts. For the 6M number that includes marketing-adjacent roles, the counts between LinkedIn and BLS both converged around 6M.

    2  This is a conservative count based on 2023 ad spend data (Statista, 2024). We used the ad spend in the US as a percent of global ad spend and our estimate of US marketers to project the number of marketers worldwide.

    3  Analysis conducted in June 2024 by the AMA based on roles specifically listed on the executive team page of the company’s website.  

    4  Analysis conducted in June 2024 by the AMA based on roles specifically listed on the executive team page of the company’s website. According to LinkedIn member data, about 60% of marketers in the United States whose gender is specified are women. Globally the breakdown is 51% female and 49% male. LinkedIn does not account for genders not on the male/female binary. 

    5 Based on LinkedIn member data. Accessed June 20, 2024.

    6 Based on LinkedIn member data. Accessed June 20, 2024.

    7  According to the Spring 2024 CMO Survey, led by Christine Moorman in partnership with Duke University, Deloitte, and the AMA.

    8  According to the Fall 2023 CMO Survey, led by Christine Moorman in partnership with Duke University, Deloitte, and the AMA.

    9  This is an average between the Bureau of Labor Statistics May 2023 median wage for advertising, promotions, and marketing managers and Glassdoor’s median pay for marketing (accessed 6/24/2024). 

    10  According to the Bureau of Labor Statistics. 

    11  According to the Spring 2023 CMO Survey, led by Christine Moorman in partnership with Duke University, Deloitte, and the AMA.

    12 According to the Fall 2023 CMO Survey, led by Christine Moorman in partnership with Duke University, Deloitte, and the AMA.

    13  Based on LinkedIn member data. Accessed June 20, 2024.

    The owner of this website has made a commitment to accessibility and inclusion, please report any problems that you encounter using the contact form on this website. This site uses the WP ADA Compliance Check plugin to enhance accessibility.