Salary data
Marketing Specialist Salary (May 2025 BLS Data)
The median annual pay for market research analysts and marketing specialists in the US is $78,760, according to the Bureau of Labor Statistics (May 2025); the top 10% earn more than $155,480. This page shows what US marketing specialists earn, from the BLS May 2025 survey of market research analysts and marketing specialists: the median, the spread from the bottom to the top 10%, and medians by state.
Key takeaways
- This page shows what US marketing specialists earn, using BLS data for market research analysts and marketing specialists from the May 2025 survey.
- BLS combines marketing specialists with market research analysts, so the figures cover both jobs.
- Marketing specialist pay varies by state, which is why the page lists state medians next to the national range.
- Marketing specialists tend to move up the range by deepening a channel skill, taking on bigger budgets or moving into management.
- Use the BLS median as a reference point and the posting's own range, where one is listed, as the anchor in a salary conversation.
How much does a marketing specialist make?
The median annual pay for market research analysts and marketing specialists in the US is $78,760. The middle half earn between $58,350 and $108,310, and the top 10% earn more than $155,480. About 899,580 people work in this occupation.
Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025. Occupation 13-1161.
The pay range for market research analysts and marketing specialists
Read the range, not only the median. Half of everyone in the group earns between the 25th and 75th percentile.
| Pay level | Annual pay |
|---|---|
| Bottom 10% earn less than | $43,390 |
| 25th percentile | $58,350 |
| Median | $78,760 |
| 75th percentile | $108,310 |
| Top 10% earn more than | $155,480 |
| Mean (average) | $89,490 |
US, all industries. Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025.
Which BLS figure covers marketing specialist roles?
Marketing specialist maps directly onto a BLS occupation: market research analysts and marketing specialists (13-1161). It’s one of the largest groups in marketing, covering channel specialists, researchers and analysts. Because it spans so many kinds of work, the median is a useful midpoint but the spread matters more. Specialists early in their careers sit near the bottom quarter; senior specialists with deep channel or analytics skills sit near the top.
What affects marketing specialist pay?
Level and scope move pay more than anything else. After that:
- Specialism: analytics, paid media and marketing operations usually pay more than general marketing support.
- Seniority: senior and lead specialist titles often overlap with junior manager pay.
- Industry: software, finance and healthcare pay more than retail and nonprofits.
- City: the state table below shows the spread between the highest- and lowest-paying states.
Marketing specialist salary by state
The median for market research analysts and marketing specialists varies a lot by state, mostly with the cost of living and where the employers are. The table runs from highest to lowest.
| State | Median pay |
|---|---|
| Massachusetts | $101,810 |
| Delaware | $101,270 |
| New York | $98,580 |
| District of Columbia | $98,090 |
| Washington | $95,120 |
| California | $94,700 |
| Colorado | $93,050 |
| New Jersey | $88,190 |
| Minnesota | $87,510 |
| Rhode Island | $86,240 |
| Oregon | $79,150 |
| Illinois | $79,120 |
| North Carolina | $78,410 |
| Connecticut | $77,740 |
| Virginia | $76,980 |
| Maryland | $76,370 |
| Georgia | $75,850 |
| Florida | $75,450 |
| Vermont | $74,880 |
| Ohio | $72,790 |
| Texas | $72,520 |
| Maine | $71,980 |
| Arizona | $71,940 |
| Nevada | $71,840 |
| Kansas | $70,430 |
| Missouri | $70,140 |
| Tennessee | $69,790 |
| South Carolina | $69,440 |
| Pennsylvania | $68,760 |
| Montana | $68,080 |
| Michigan | $66,780 |
| Alaska | $66,710 |
| Iowa | $66,390 |
| Arkansas | $65,430 |
| Wisconsin | $64,800 |
| New Hampshire | $64,570 |
| Indiana | $63,700 |
| South Dakota | $63,490 |
| Utah | $62,630 |
| New Mexico | $61,950 |
| Oklahoma | $61,940 |
| North Dakota | $61,580 |
| Kentucky | $61,480 |
| Wyoming | $60,990 |
| Idaho | $60,970 |
| Nebraska | $60,000 |
| Louisiana | $59,690 |
| Alabama | $59,530 |
| Hawaii | $59,390 |
| Mississippi | $56,640 |
| West Virginia | $52,340 |
Highest first. States BLS doesn't publish a median for are left out. Source: U.S. Bureau of Labor Statistics, Occupational Employment and Wage Statistics (OEWS), May 2025.
How to use this in a salary negotiation
Use the range to anchor, not to argue. Find where the role sits: an entry-level coordinator belongs near the 25th percentile, a senior lead running a team and budget near the 75th or above. Then check the posting, since a growing number of states require employers to publish a pay range. If the posting’s range and the BLS range disagree, the posting wins: it’s the budget for this job. The BLS figure is still useful when there’s no range at all, or when you’re asked for your number first. Bringing up pay can feel awkward, but a number backed by public data is a normal, professional thing to discuss, and hiring managers expect the conversation. Put it in your own words and your own tone, say it once, then give them room to respond. Our salary negotiation guide covers what to say and when. Before your first call, write down your number and where it sits in the range above, so it’s ready when the question comes.
FAQ
What does a marketing specialist do?
Runs one part of marketing hands-on: a channel like email or paid social, content, events or research. It’s usually the step after coordinator and before manager.
Is marketing specialist an entry-level job?
Sometimes. Some companies use it for entry-level roles, others for experienced people who go deep in one area instead of managing a team.
How do marketing specialists earn more?
By going deep in a skill that’s hard to hire for, like analytics or paid media, or by moving into management. Both show up in the upper part of the range.
How much does a digital marketing specialist make?
BLS counts digital marketing specialists in the same market research analysts and marketing specialists group, so the range above applies. Specialists who own a paid budget or a channel with clear results usually sit in the upper half. Our digital marketing specialist guide covers the role.
Do SEO, email and content marketing specialists earn the same?
BLS doesn’t split the group by channel, so there’s no official difference. In practice, pay follows how directly your work ties to revenue and how hard the skills are to hire: specialists in paid search, marketing automation and SEO with proven results often sit higher in the range. The SEO specialist salary page covers that role in more detail.