Market Intelligence for Marketing Leaders
H1 market overview
The first half of 2026 has been a mixed one for marketing hiring in Ireland. We have seen targeted investment in senior and specialist roles, alongside pockets of redundancy and restructuring, particularly across the consumer and drinks sectors. Hiring continues, but it remains cautious and highly selective.
Across hundreds of conversations with clients, candidates and industry leaders, one theme is clear: employers have more choice, but they remain highly specific about the commercial impact and leadership capability they need.
Leadership teams are placing greater emphasis on customer growth and measurable return, while marketers are expected to combine strategic thinking, creativity, data literacy and AI capability. We expect that pattern to continue into H2.
Key H1 indicators
The market has shifted in employers’ favour in areas affected by redundancy.
Application volumes increased by 38% during H1, with strong interest in roles with recognised brands and hybrid flexibility.
Clients have more choice and are taking longer to make decisions. Mid-level hiring processes can take up to eight weeks, while senior processes can extend to 12 weeks.
Strong candidates remain selective about salary, flexibility and role scope. Candidates typically secure a 2–5% salary increase when moving, while hybrid flexibility remains at the top of their wish list. On average, marketers are onsite three days a week.
Roles are becoming broader as organisations operate with leaner teams.
Poorly benchmarked or inflexible roles are still not attracting the right talent.
A buyer’s market, with limits
Redundancies and restructuring have brought more experienced marketers into the market, giving employers greater choice. However, the strongest candidates will not move for a similar salary, reduced flexibility or an overly broad role. It may be a buyer’s market, but not at any price or on any terms.
For senior marketers, particularly those coming out of redundancy, the search can feel tough. Roles are attracting high numbers of applications and processes are taking longer, creating real frustration. Resilience and openness matter: a different sector, a contract or a strategic sideways move may provide the route forward. It is not about lowering expectations but widening the options.
Commercial influence is reshaping senior briefs
The Marketing Director brief has changed. Businesses want leaders who can influence commercial strategy, shape customer experience and demonstrate a measurable contribution to growth.
Across almost every senior search, clients have prioritised commercial acumen, customer insight and the ability to influence an executive team.
AI Is changing marketing, not replacing marketers
AI has not removed the need for experienced marketers; it has changed the brief.
Employers increasingly expect leaders to use AI to improve productivity and insight, while bringing the creativity, judgement and commercial understanding that technology cannot provide on its own.
Product, Proposition and Growth remain in demand
Demand continues for marketers who can connect product, sales and customer needs.
Product positioning, go-to-market strategy, customer proposition and sales enablement are being treated as commercial growth capabilities rather than standalone marketing activities.
Interim Leadership is gaining ground
More organisations are using interim and fractional leaders to support change, reposition or growth without immediately committing to a permanent executive hire.
Communications is moving up the agenda
Communications briefs increasingly cover executive positioning, employee engagement, transformation and corporate reputation.
As organisations navigate AI adoption and change, the ability to bring employees and stakeholders with them has become a business priority.
H2 hiring outlook
Hiring is likely to remain selective rather than high-volume. We expect the strongest activity across senior marketing leadership; product marketing, proposition and growth; communications and corporate affairs; and interim or fractional appointments.
Across each of these areas, employers will continue to prioritise commercial thinking, customer insight, AI fluency and the resilience to lead through change.
What this means for employers and marketers
H1 2026 has been a selective market rather than a uniformly strong or weak one.
Employers have more choice, but market conditions alone will not secure the right person. Meaningful scope, appropriate salary, flexibility and a credible leadership environment still matter.
About Alternatives
Alternatives is Ireland’s specialist marketing recruitment consultancy, recruiting across marketing, digital, communications, customer and insight roles on a permanent, contract, interim and executive-search basis.
www.alternatives.ie