Despite the economic challenges, the logistics, industrial, manufacturing and fast-moving consumer goods (FMCG) sectors are poised for expansion in Hong Kong.
Download the 2025 Job Market and Salary Guide report to find out more about the key trends influencing the job market, in-demand specialised and soft skills as well as the latest salary benchmarks to attract the right talent in sales and marketing.
the shift in talent demand towards e-commerce and emerging technologies
Within the sales and business development functions, employers are strategically hiring talent with a strong network and specific channel experiences.
Within FMCG, we see a strong focus on e-commerce growth in the local market, with more product categories entering online channels, driving the demand for sales and marketing talent. Logistics continues to benefit from the resurgence of cross-border e-commerce, encouraging more small and medium-sized enterprises (SMEs) to set up and provide customers with more competitive pricing and flexible solutions.
The demand for sales talent in software products and services has gradually declined due to the disruption caused by AI and a saturated market filled with start-ups. Instead, optimism has improved slightly, and companies are conservatively hiring revenue-generating roles in sales, pre-sales and business development for cybersecurity, telecommunications, and data.
At the start of 2025, we can expect to see more hiring activities from companies in system integration, and several fintech and professional services companies planning to hire new headcount.
in-demand and emerging digital marketing skills
Digital transformation remains a key theme in Hong Kong's sales and marketing landscape, especially as companies increasingly adopt digital strategies to engage audiences. Companies are using numerous digital platforms to increase brand awareness and lead generation across multiple customer touch points.
This shift is driving greater demand for roles in digital marketing, content creation, customer relationship management (CRM), and social media management. Employers prioritise talent experienced in using different technology platforms, as data analytics is becoming increasingly critical for marketing professionals.
skills demands shaping the future of sales and marketing
As traditional marketing techniques become less effective, companies are strategically turning to digital and creative marketing strategies. Organisations are also implementing digital transformation initiatives, including the use of AI, to streamline internal operations and improve productivity.
While this has made some operational or administrative roles obsolete, it has also created new jobs as companies seek more specialised skills to meet their digital transformation objectives. However, companies that are hiring find themselves facing talent shortages and skills gaps.
Sales talent is in high demand, as supported by our dipstick survey, which revealed that 34% of respondents expect hiring to be more competitive for sales and business development talent. Companies are now prioritising candidates with strong self-motivation, effective communication skills, and the ability to quickly adapt to new environments.
Talent is also increasingly pursuing roles that offer opportunities to deliver measurable results, particularly revenue generation. They are less attracted to traditional positions in marketing, communications, and event management, and prefer jobs that include sales targets and clear metrics to measure return on investment for a more fulfilling and satisfying work experience.
Soft skills such as communication, critical thinking, teamwork, and leadership adaptability remain vital. These skills enable employees to collaborate effectively and contribute to organisational growth.
Given the talent scarcity, we can expect some companies to address workforce gaps by hiring remote talent outside Hong Kong or relocating foreign talent to the city.
salary trends and expectations
Despite growth opportunities, the marketing and sales industry faces challenges due to global economic uncertainties. Looking ahead to 2025, talent movement will likely remain cautious due to market uncertainties.
In response to these challenges, many organisations have become more flexible in their hiring requirements. They are willing to consider job seekers who demonstrate the right mindset and motivation over specific experience or qualifications.
Senior candidates in stable positions are more hesitant to switch roles due to the potential risks of redundancy in new environments. Conversely, junior talent may be more open to transitions driven by salary packages, company reputation, and flexible work arrangements.
download randstad hong kong’s 2025 job market and salary trends report
Our 2025 Job Market and Salary Trends report cuts through the complexity to deliver actionable insights and expert analysis for insurance firms. In our annual report, you can find salary benchmarks to 60 jobs ranging from digital marketing to public relations, customer services to e-commerce channel experts.
The report examines key talent expectations as well as current industry trends and salary benchmarks in the following industries:
- Accounting and finance
- Banking and financial services
- Business support
- Construction, property and engineering
- Human resources
- Insurance
- Legal
- Life sciences and healthcare
- Luxury and retail
- Supply chain and logistics
- Sales and marketing
- Technology
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