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E-commerce, digital and content marketing skills the most in-demand for APAC recruiters


By Preethi Ravi | Journalist

January 16, 2023 | 5 min read

Marketing and digital marketing skills are in demand across the APAC region; however, the difficulties in hiring talent continue to remain high in 2023.

Marketing roles on the rise

Marketing and digital marketing roles are in demand across the APAC region / Upsplash

eCommerce sales and marketing, digital and content creation marketing, business development and sales/account management are among the most sought-after professions, with skill sets in analytics, digital, eCommerce, CRM, performance marketing and Omni-channel marketing in high demand.

The Drum combined data from firms and job sites across the region to confirm the positive trends for tech and marketing roles in APAC. However, the focus will remain on specialist skills and roles rather than broad marketing positions.

LingXiang Lee, principal consultant for the sales & marketing division at Robert Walters Singapore, told The Drum, "Most firms in the tech space have expanded marketing teams aggressively in the last 2 years so the forecast for growth is relatively soft this year. There will be replacement roles mainly.”

"We also see quite a fair bit of hiring in more specialized digital marketing roles like SEO, performance marketing and content-related roles.

“Most opportunities in the marketing space at the moment are integrated roles that covers branding and digital across all platforms which would include traditional media as well as LinkedIn, Facebook etc."

Nishita Lalvani, marketing director for Indeed in India and Southeast Asia said its job listing site had seen overall growth and a surge in job postings in India - up 19% - and Singapore - up 2% - year-on-year.

"The increasing use of digital technologies and the rise of e-commerce have created a high demand for marketing and advertising professionals with expertise in these areas across the region,” said Lalvani.

Jobsite Seek also reported strong growth in tech roles across the region, despite the highly publicized global layoffs, with a 44% increase in job ads year-on-year.

Peter Bithos, CEO of Asia, Seek, said, “Hiring activities in Asia might slow down in the coming months due to the macroeconomic conditions, but they are undoubtedly still going strong."

Indonesia is one of the markets exhibiting the most demand for marketing roles, with 1 in 4 companies, or 26%, looking to fill permanent full-time marketing roles and 15% of companies looking to fill contract or temporary marketing roles. The figures from a report by JobStreet’s 2022-2023 Outlook report, which covered Thailand, the Philippines, Singapore, Malaysia, and Indonesia, revealed demand for marketing roles across the region.


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