Singapore sees high demand for niche marketing professionals

There is also a stronger emphasis on immediate revenue generation. 

Singapore's sales and marketing sector is shifting toward specialised roles, with companies moving away from generalist marketers.

According to Randstad Singapore's 2025 Job Market Outlook and Salary Guide, companies are increasingly building specialised teams, with separate professionals managing social media, influencer relationships, SEO, and content creation. As a result, the demand for sales and marketing professionals with broad skill sets is decreasing, whilst the need for deep expertise in specific areas is rising.

There is also a stronger emphasis on immediate revenue generation. Unlike in previous years when companies were more focused on long-term brand-building, organisations now prioritise professionals who can directly contribute to sales and build efficient customer funnels.

Certain skill sets that are particularly sought after include, revenue generation and enterprise sales, digital marketing, product marketing, CRM, and data analytics.

Despite widespread discussions about artificial intelligence (AI), its impact on job roles in the sales and marketing industry has been less profound than expected. Whilst companies are exploring AI capabilities, the focus has been on upskilling existing teams rather than replacing them with AI-specific hires.

However, AI is exerting considerable influence on the data centre industry. As large language models demand vast amounts of data, there has been a surge in talent demand for data-related roles.

Despite space constraints in Singapore, the city-state remains a key hub for data centre operations, with many companies also establishing physical facilities in Johor Bahru to access more land and skilled talent.

Singapore’s fintech sector is becoming increasingly competitive, with new players like Chocolate Finance joining established names such as GXS Bank and MariBank. This growth is boosting demand for marketing professionals, especially those skilled in product marketing and user acquisition.

Moreover, the digital payments sector is expanding, with cross-border PayNow now available in Thailand and Indonesia. With Southeast Asia's digital payments market projected to hit $1.5t by 2030, Singapore continues to be a key financial hub, fueling the need for user acquisition and CRM experts.

The crypto sector is also hiring, with companies focusing on high-net-worth and accredited investors, creating a demand for specialised marketers.

In the retail space, luxury sales are down compared to 2019, and luxury brands are concentrating on replacing staff rather than expanding. In contrast, lifestyle brands are growing, leading to greater demand for marketing talent.

However, those transitioning from luxury to lifestyle sectors may face challenges due to differences in marketing strategies. E-commerce demand remains strong despite restructuring, though companies are now relocating or restructuring to reduce costs.