Entering the job market can be daunting, especially in the creative industry, where careers are diverse and salary expectations can feel like a mystery. Many students step into their first roles blindly, uncertain of what financial future awaits them. The truth is, creative careers are becoming more lucrative, provided you have the right skills and adaptability.
If you search for a brand position on LinkedIn today, you’ll find hundreds of available roles in South Africa alone. Whether at an agency, corporate, or start-up, the demand for creative professionals is on the rise. But what does that mean for salaries?
The good news is that creativity pays, literally. But how much you earn depends on your role, experience, and employer.
- Entry-level: According to Talent.com, entry-level positions start at around R181,000 annually.
- Mid-level: Those with a few years of experience can expect anywhere from R350,000 to R600,000 per year, depending on their specialisation. Most experienced workers make up to R 692 790 per year.
- Senior-level: Creative Directors and highly experienced professionals can earn up to (and even exceed) R1 million per year, but this depends on company success, personal performance, and industry demand.
Jo Glanville-Shein, Manager of the School for Creative Communications at Red & Yellow Creative School of Business, explains: “Creative industries have long been underestimated in terms of earning potential. But the reality is, as brands invest more in digital and content-driven marketing, those with the right skills can command impressive salaries both locally and abroad.”
The international perspective: What do creatives earn globally?
If you’re considering an international career move, salaries are even more promising:
- Europe: Experienced digital marketing managers with 10+ years of experience can earn €75,000 annually (R1.7 million+).
- USA: The average advertising salary in the United States is $71,187 per year (R1.3 million+) or $34.22 per hour (R624).
- Australia: Advertising professionals earn an average of $87,500 per year (R1 million+) or $44.87 per hour (R514).
This doesn’t mean that earning well requires packing up and searching for jobs abroad. Many South African creatives are securing international salaries while working remotely. While these salaries may be higher, so is the cost of living in many overseas locations—so working remotely can offer financial advantages without the expenses of relocating. In February 2025, a Pnet search showed that 2% of all advertised jobs were for international companies hiring remote South African talent. Today, a LinkedIn search still lists nearly 150 such opportunities.
Glanville-Shein adds that “The South African creative industry is globally recognised, and thanks to remote work, professionals here can now earn international salaries while living locally. It’s about staying ahead of industry trends and continuously upskilling.”
How are marketing skills evolving?
This year’s trends shaping the job market include AI and automation, where AI-driven content creation and campaign management tools are transforming marketing strategies. Data-driven decision-making is also a priority, with companies looking for marketers who can interpret data to drive business outcomes. Additionally, personalisation has become a must, as hyper-targeted advertising plays an important role in audience engagement. As these trends continue to impact the industry, staying ahead requires those in the creative field to develop a blend of technical and strategic skills.
The top five marketing skills employers want?
- AI and automation proficiency – Mastering AI-powered tools and CRM automation is crucial. You need to also be able to detect if AI has been used in a manner that taints the work at hand – spotting excessive use of ChatGPT for instance.
- Data analytics – Platforms like Google Analytics help track performance and optimise campaigns.
- Content creation and storytelling – Engaging content remains the backbone of brand success.
- SEO and paid advertising – Understanding search engine optimisation is key to online visibility.
- Social media and community management – Leveraging TikTok, Instagram Reels, and online communities keeps brands relevant.
Take this route if you want to future-proof your career
Staying competitive means continuously upgrading your skills. Hard skills like data analysis and content creation are now at the top of the ladder. Institutions like Red & Yellow offer an 11-week online Data Analysis for Marketers course that is designed to help narrow the gap between creative strategy and technical execution. It equips marketers to stay on top of data-driven decision-making and communicate effectively with developers without having to become coders themselves.
The demand for skilled creative professionals is undeniable. Whether you’re aiming for a high-paying local role or eyeing international opportunities, having the right skills will set you apart. Creativity in advertising and related fields is no longer just a ‘nice-to-have.’ Simply put, it’s an investment in your future.