AI and MarTech jobs, explained by the specialists who fill them.
Marketing and digital roles have always evolved fast. What's changed in the last two years is the speed and scale of that change. AI and MarTech skills have moved from "nice to have" to a core requirement across marketing, digital, and creative hiring, and the businesses that get ahead of this shift are the ones building the right teams now.
At Talent Hub®, we work across the full spectrum of marketing disciplines, from brand and content through to performance, CRM, and product marketing. AI and MarTech now sit inside almost every one of them. This page is about the specific skills, roles, and platforms we're seeing employers ask for, and how we help clients hire for them properly.
What we mean by AI and MarTech roles
These aren't a single job title. They span several disciplines, and understanding the difference matters when you're hiring:
AI-enabled marketing roles: marketers who use AI tools to work faster and smarter, from content and campaign optimisation to personalisation at scale
MarTech specialists: professionals who own the marketing technology stack itself, from CRM and automation platforms to CDPs and attribution tools
Marketing analytics and data roles: people who build reporting, dashboards, and models using tools like Python, SQL, and Pandas to turn marketing data into decisions
AI/ML-focused marketing roles: a smaller but growing pool who work directly with machine learning models and large language models (LLMs) to build recommendation engines, predictive tools, and AI-driven customer experiences
Hybrid creative and technical roles: designers, content creators, and strategists who now need to brief, prompt, and work alongside AI tools as part of their day-to-day output
Some of these are established disciplines with AI layered on top. Others are genuinely new roles that didn't exist five years ago. Knowing which is which shapes how you write the job spec, where you look for candidates, and what "good" looks like at interview.
Demand is rising, and it's rising fast
We're seeing this shift play out directly in the briefs coming through to Talent Hub®. More of our clients, across sectors and company sizes, are building AI and MarTech skills into marketing job specs that wouldn't have mentioned them eighteen months ago. It's no longer confined to specialist tech businesses. Retail, professional services, financial services, and consumer brands are all asking for marketers who understand how to use AI tools, work with marketing data, or manage an increasingly complex tech stack.
This is creating real competition for a relatively small pool of people who can genuinely do the work, not just claim familiarity with the tools on a CV.
Why this is hard to hire for successfully
AI and MarTech hiring has a specific problem: the language sounds similar across very different skill sets, and it's easy to hire the wrong person on paper.
AI skills can mean anything from confident use of ChatGPT for content drafting to building and fine-tuning models. Those are not the same hire.
Data skills can mean comfortable with a dashboard, or fluent in Python and Pandas for genuine data manipulation and analysis.
Platform experience varies hugely. Knowing HubSpot inside out doesn't mean someone can run a CDP, and experience with one automation platform doesn't automatically transfer to another.
LLM experience and traditional ML experience are different disciplines with different use cases in a marketing context, and candidates (and sometimes hiring managers) conflate the two.
Without a clear understanding of these distinctions, it's easy to end up interviewing the wrong shortlist entirely.
How Talent Hub® helps
We've been working closely with clients who need AI and MarTech skills, across the full range of platforms and disciplines, from LLMs and machine learning through to Python and Pandas-level data work. We know the difference between these skill sets, and we use that knowledge in two ways:
Finding the right people. We don't rely on keyword matching. We understand what genuine platform and technical experience looks like at different levels, so we can identify candidates who can actually do the job, not just talk about it.
Interviewing intelligently. Once we've found strong candidates, we know how to test the depth of their AI, ML, and MarTech experience properly. That means asking the right technical and scenario-based questions, understanding the difference between someone who has used a tool and someone who has owned a platform or project end to end, and giving you a shortlist you can trust.
Are you Hiring for AI and MarTech marketing skills?
Whether you're building out a MarTech function, adding AI capability to your marketing team, or hiring your first marketing data specialist, we'd like to talk. Get in touch with either Liz or Cath to discuss your role and the skills you actually need.
With all this technology, it's always best to start the hiring project with people talking to people. And where we excell is the relationships and culture fit, not just the skillsets. Call us to talk through your situation and ideas...