Hiring marketing leaders in 2026 looks very different to even a few years ago.
AI tools are everywhere, job titles are blurrier than ever, and speed matters more than most leadership teams realise.
With the increased use of automation and AI, it’s easy to assume technology now matters more than people.
It doesn’t.
Insight, experience, judgement and strategy still win out – especially when you’re hiring marketers who are expected to drive growth, not just activity.
As a marketing recruitment agency working with scaling companies, we see the same challenges come up again and again. The organisations that hire well in 2026 aren’t chasing buzzwords – they’re clear, decisive, and intentional.
Here’s what that looks like in practice.
1. Define Outcomes, Not Just a Job Title
One of the biggest mistakes companies make is hiring a title, not a set of outcomes.
Before you brief a recruiter or publish a job spec, ask:
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What does success look like in 6–12 months?
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What must be built, fixed, or accelerated?
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Is this person a generalist, a specialist, a builder, or an optimiser?
“Head of Marketing” can mean very different things depending on your stage. Without clarity on outcomes, you risk hiring someone brilliant, but wrong for now.
2. Hire for Thinking, Not Tool Expertise
AI tools, platforms and channels change constantly.
Strong thinking doesn’t.
In 2026, the best marketers are not defined by:
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Which tools they’ve used
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How many platforms they list on a CV
They’re defined by:
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Strategic judgement
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Commercial understanding
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The ability to prioritise, test, and adapt
When hiring, probe how they think, not just what they’ve touched. Tool expertise can be learned. Strategic capability is much harder to retrofit.
3. Design the Hiring Process Upfront
A surprising number of companies still design the hiring process on the fly.
Top marketers notice this immediately and often disengage.
Before you start:
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Define interview stages
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Assign interviewers
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Agree decision criteria
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Set timelines
A disorganised process is a red flag to senior candidates.
Clarity signals confidence, momentum, and respect for their time.
4. Test Real Work (Not Hypotheticals)
If you want to know how a marketer will perform, look at how they’ve actually worked.
The most effective assessments include:
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Case discussions based on real scenarios
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Walk-throughs of previous campaigns or decisions
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Short, practical exercises (not free labour)
Avoid abstract “what would you do if…” questions.
They test confidence, not competence.
5. Move Faster Than You’re Comfortable With
In 2026, strong marketers rarely stay on the market for long.
If your process drags:
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They assume internal indecision
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They accept another offer
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Or they disengage entirely
Speed doesn’t mean recklessness, it means decisiveness.
The companies that hire best are prepared to move when the right person appears.
6. Sell the Role Properly
Senior marketers are selective. They’re not motivated by vague promises or generic growth stories.
They care about:
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Autonomy
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Scope and impact
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Access to decision-makers
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The opportunity to build and influence
If you can’t clearly articulate why this role matters, neither can they.
Whether you’re making your first marketing hire or building leadership capability, getting these fundamentals right makes all the difference.
If you’re planning to hire a marketer in 2026 and want a clear, realistic view of the market, that journey starts with a conversation.