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Working as a Marketing Specialist [NOC 1123]

Job Description

Marketing specialists help organizations figure out how to promote and sell their products and services.

As a marketing specialist you do the following:

  • Research products, market trends, and consumer demands
  • Raise public awareness of companies’ products and services
  • Develop pricing, image, and selling strategies for products
  • Help develop promotional materials, such as flyers and pamphlets

Source: Career Cruising (profile for Marketing Specialist)

Industry Overview

According to a report prepared for the Canadian Marketing Association, Canada’s move to a digital marketplace is creating widespread change in the industry.

The report estimates there are nearly 1.1 million marketing-related jobs in Canada.

Future employment prospects are good. New opportunities in digital marketing (Internet, mobile, etc.) are expected to be the main areas of job growth over the next five years.

Source:, December 2012

Most marketing jobs in BC are located in regions with large urban centres such as Metro Vancouver and Victoria.

Job Outlook in BC


forecasted average employment growth rate; job openings; composition of job openings 2018 to 2028

Chart from WorkBC

WorkBC provides job openings for professional occupations in Advertising, Marketing & Public Relations in BC regions from 2018-2028:

Region Employment in 2018 Average Annual Employment
Number of Job Openings
Vancouver Island 1,640 1.4% 670
Lower Mainland /Southwest 9,410 1.4% 3,280
Thompson-Okanagan 680 1.1% 240
Kootenay 140 0.8% 50
Cariboo 90 0.5% 20
North Coast & Nechako 50 1.2% 20
Northeast 30 2.4% 20

You can learn more about working as a Marketing Specialist in BC from:

Types of Employers

Marketing specialists work for all types of businesses and organizations including:

  • Management consulting firms
  • Marketing companies
  • Advertising agencies
  • Government Organizations
  • Businesses of all kinds

You may also work as an independent freelance consultant.


The median annual salary for marketing specialists in BC is $56,311. Your earnings vary according to the size of the organization, your experience, education and level of responsibility.

If you work full-time for a company you usually also receive benefits, including health insurance, paid vacation and sick leave.

Sources: Career Cruising and  WorkBC Career Profile

In BC’s regions you can expect to make:

low, median and high hourly salaries in various BC regions
Source: Job Bank Wage Report [Search 1123]

See also:

Working Hours

The majority of marketing specialists work in full-time jobs. You may be expected to work evenings and weekends in order to meet deadlines.

You may also have to travel for business.

Skills, Education and Experience


  • strong oral and written communication skills
  • creative thinking
  • ability to work with others
  • good leadership skills
  • problem solving
  • decision making
  • ability to work under pressure
  • motivation and flexibility to succeed in a competitive environment
  • good eye for detail
  • ability to make cold calls
  • sales or customer service experience

Source: Career Cruising

A survey by The Creative Group found that 71% of creative and marketing managers report challenges finding job candidates with up-to-date digital skills. Employers increasingly seek creative and marketing candidates with skills in:

  • Artificial intelligence (AI) and machine learning
  • Content creation and content marketing
  • Digital strategy
  • Front-end web development
  • Search engine marketing (SEM) and search engine optimization (SEO)
  • Social media management
  • Motion graphics & video production

Source: Robert Half: 2019 Creative & Marketing Salary Guide

Education and Experience

Marketing specialists require:

  • A university degree or college diploma in business marketing or related field


This occupation is not regulated in British Columbia.

There are no mandatory requirements for licensing or professional certification in order to work as a marketing specialist in BC.

Finding Jobs

You’ll find job advertisements in local newspapers, trade journals, and electronic sources.

Local Newspapers

You can look at the Vancouver Sun & The Province at Vancouver Public Library for free. Check the job postings daily and the careers section in the Vancouver Sun on Wednesdays and Saturdays and in The Province on Sundays.

Job White Pages

  • Available in print at the Central Library or online at
    Access at VPL locations only

Online Job Postings

    Find jobs posted on a multitude of company career sites and job boards.

Professional Associations’ Career Resources

Identifying the Right Position

When you browse job advertisements, you’ll find a range of different job titles that are relevant.

For marketing specialists, look for these related job titles:

  • campaign manager
  • communications specialist
  • brand manager
  • marketing analyst
  • marketing consultant or coordinator
  • product manager
  • sales and marketing specialist
  • sales consultant or sales manager

Creating a List of Potential Employers

You can use directories to produce lists of potential employers. Contact them directly to find out if they’re hiring.

  • Reference Canada
    Click on “Start Search” beside Canadian Businesses, then select the “Advanced Search” button.
    Select both “Keyword/SIC/NAICS” under Business Type and “City” under Geography.
    In the top search box enter “marketing” and click SEARCH.
    Select the appropriate headings.
    Lower down, select the Province, choose the cities, and click the “View Results” button.
    NOTE: You can access this database from a Library computer. If you are using a computer from outside the Library, you will need a Vancouver Public Library card to login to this database. After clicking on the database name, you will be asked to enter your library card number and PIN (usually last four digits of your telephone number).

Applying for a Job

In Canada, employers usually expect to receive a resume (curriculum vitae) and a cover letter. These should identify the position you are applying for and summarize your relevant experience.

Use the library catalogue to find books on writing resumes and cover letters specific to your industry.

To learn about applying for jobs in Canada, use the following guides which are available in print at the Central Library or online:

Getting Help from Industry Sources

Industry Associations

Associations for marketing professionals in BC and Canada can provide information and assistance. Registration and fees are required for membership.

Industry Journals

Search the Vancouver Public Library catalogue for journals related to your profession.  Examples at the Central Library:

  • Strategy
    Also available in print at the Central Library, 658.805 P72