I recently compared year-over-year jobs data for the companies that were in my database and hiring back in 2024 and that are still in my database and hiring in March of 2025. One of the things that stood out is that these companies had shifted away from certain roles (especially Curriculum and school-based L&D) towards certain other roles, one of them being Marketing. So in today’s newsletter post, I wanted to explore what trends I’m currently seeing in edtech/edjacent marketing roles.

We often think of marketing as social media marketing or creating digital content (blogs, web copy, and newsletter copy) but there are a variety of different types of marketing roles that I post on a regular basis, including content marketing / digital marketing, growth/demand gen, marketing operations and analytics, field/event marketing, communications/PR, and programs & community engagement. Each of these roles has its own specializations and unique responsibilities but they also share many core marketing job responsibilities. 

The marketing roles I post typically expect some direct marketing experience – so they are good moves for those who have worked directly in a marketing function (either full-time or contract/part-time). I do post early career roles in marketing (ones that are looking for 0-2 years experience, experience which you can gain through volunteer work, internships, or part-time/full-time work) but 95% of the marketing roles I post expect specific marketing experience.

This doesn’t mean your marketing experience has to be in edtech, however.

About half the roles I post are looking for relevant skills (which you can demonstrate in a wide variety of ways) while the other half either want specific (edtech) marketing experience or agency experience (which means that you’ve worked as an employee rather than freelancing).

If you’re currently working in marketing in education – so in a university’s marketing department (I see roles explicitly looking for this background) or in a district-level marketing role – you should definitely consider roles looking for relevant experience (i.e. your skillset) and strongly consider roles looking for edtech or agency experience. 

For the latter, you’ll want to evaluate whether the marketing subject matter is relevant for you. For example, one role I tagged as looking for ‘edtech/industry skills’ was looking for literacy product marketing experience – that’s requires specialized GTM experience and likely not a good fit. Demand generation roles are another that tend to need industry-specific experience. But general marketing roles, communications, or digital marketing roles could very well leverage the tasks you’re doing regularly right now. 

If you’re pivoting from one industry to another — especially education or non-profit to corporate — another consideration is the audience you’re targeting. Some marketing roles focus on marketing to senior leaders while others focus on teachers. This is where your specific background and knowledge of the potential customer can help you craft more effective messages. Showing that deep understanding of pain points and the product’s value add is a plus. This is why some marketing roles might require marketing experience but they’re also looking for former educators or even former educators who taught specific subject areas. 

For the rest of this article, I’m going to share exactly what I’m seeing in the marketing field — the distinct individual contributor roles within the department along with data about how frequently these roles are posted and what skills are typically required to move into these roles.

Table of Contents

What Kinds of Marketing Roles Am I Posting?

Individual Contributor Roles in Edtech/Edjacent Fields

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