Job-hunting marketers face a shifting landscape made more complicated by escalating layoffs, AI's adoption, and the expectation for varied skill sets.

As many marketers have faced recent layoffs, new job openings have reduced.

• This month, following Omnicon's $9 billion merger with Interpublic Group, the agency group announced upwards of 4,000 layoffs.
• Meanwhile, total active job listings in Q3 2025 for full-time, in-house positions dropped 5.2% quarter-over-quarter, according to the recent "US Marketing Jobs Report" from Taligence, while new listings declined 4.4%. At the quarter's end, it made for a YoY decrease of 1.3%.

Marketers who aspire to be cross-functional and AI-ready will set themselves up for success in this difficult job market, disrupted by tech challenges and agency shakeups.

The AI paradox

As more companies bring on new tools to improve efficiencies, many marketers are scrambling to gain new expertise while hoping the AI doesn't replace their jobs.

• 91% of agency leaders see AI reducing headcount, per August data from Sunup.
• Over a third (37%) of marketers in the US ad industry are concerned about job displacement due to AI adoption, according to a January survey from the IAB.

Though the technology may threaten some workers, most companies now actively seek marketers who can skillfully use AI tools.

"AI will allow the next generation of talent to become even more technologically well-rounded whilst learning from tenured, skilled departmental leads," said Ricky Abbott, president of B2B marketing company Transmision. "They'll be the first of the next 'cross functional' leaders of tomorrow equipped with analog, digital and AI acumen."

• 62% of worldwide companies say their workforce strategy is to hire new people with skills to better work alongside AI, according to a January survey from the World Economic Forum and Qualtrics.
• Over two-thirds (68%) of marketers believe gaining AI skills will help them progress in their career, according to a January report from LinkedIn.

Marketers seeking jobs would do well to familiarize themselves with an array of AI tools and strategies, both to appeal to current hiring managers and to futureproof their careers for further disruption.

Bigger video presence

As many businesses lean into video for campaigns, multimedia expertise has grown more valuable for job seekers. Searches for AI video creators jumped 66% in the last six months, according to the Fall 2025 Business Trends Index by talent search platform Fiverr.

Digital video has grown into a top concern for companies, making multimedia skills that much more in demand. Unsurprisingly, experience with TikTok is valuable to hirers.

• 88% of marketers cite digital video as a top priority, outranking display and audio, according to an October Integral Ad Science and YouGov survey.
• 84% confirm social media as a top priority compared to other digital environments, according to the same survey.
• Searches for expertise in TikTok promotion rose 66% in the last six months, according to the Fiverr study, with US-specific searches rising 121%.

An emerging trend to watch is a demand for “faceless” YouTube video creators. Searches in this category, which refers to content that doesn’t feature an influencer or a spokesperson, spiked 488% in the latest Fiverr report.

“We know YouTube is growing dramatically,” said Fiverr CMO Matti Yahav. “Scaling video content with AI tools, you don’t necessarily need to put your face to the front.”

Along with AI, a focus on video has exploded for platforms and brands. Talents like production, measurement, editing, targeting, and platform optimization could prove extremely valuable to employers.

Adapting with a cross-functional approach

Marketers in this rapidly changing job market should embrace widening skill sets across disciplines and teams to show collaborative potential and domain expertise.

“Everybody has access to technology and creative tools,” said Yahav. “The ones who master these tools have a competitive advantage, and the ones who find the right talent for video artists make content that really stands out. It’s still about human talent.”

An expansive skill set can potentially help employers focus on breaking down silos and enhancing cross-channel strategy. This could prove exceptionally useful for job seekers at or near the beginning of their careers.

• In the US, workers ages 20–24 made up just 6.5% of advertising, public relations, and related services jobs last year, according to the US Bureau of Labor Statistics.

"Agencies need to completely rethink structures to allow for young professionals entering the workforce to cultivate cross-functional skills," said Abbott.

Whether job seekers have an established career or are just starting out, they can make their value to employers known by showcasing broad skills, proficiency with new technologies, and a keen eye towards multimedia campaigns.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.