Advertising and marketing
associate professionals
Advertising and marketing associate professionals assist in the development and implementation of projects which aim to elicit the preferences and requirements of consumers, businesses and other specified target groups so that suppliers may meet these needs.
- Employees (UK)
- 133k
- Median annual pay
- £30,479
- Exposure score ?
- 4.3/10 Moderate 9.8/10 Very high strict reading, with tools is 9.8/10 with-tools reading, strict is 4.3/10
- Wage exposure
- £1.74bn £3.97bn
Higher exposure than 95% of the 379 UK occupations we scored.
What this score means.
A real share of the task list is within reach, especially drafting, summarising, research and analysis. People in this role who learn to direct AI well will pull ahead of those who do not.
If you are in this role
Treat AI like a capable junior you manage. Where you would hand a task to a junior with a clear brief, AI can do it now. Spend the time you get back on judgement and relationships.
Almost every routine task in this role is within reach of today's models. Roles like this are being rebuilt, usually not by disappearing but by one person using AI to produce what several did.
If you are in this role
Be the person doing the rebuilding. People who learn to run this kind of work with AI become very valuable, and the ones who wait tend to have the change made for them.
Where the work usually starts.
These are the most important tasks a language model can already handle directly. In a typical engagement the first wins come from building workflows around them, so they stop eating the team's time.
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Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
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Create content strategies for digital media.
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Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
These are the most important tasks AI can already handle when paired with the right tools and context. The first wins usually come from building workflows around them. That is the difference between a model that could do the job and one that actually does it inside your business.
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Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
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Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
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Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.
Every role has three or four places like these. Finding them takes an hour. Turning them into a workflow your team actually uses takes a few days.
Every task in the role.
Every O*NET task for this occupation, split by what AI can do unaided and what still needs a person. Importance is O*NET's 1 to 5 rating of how central each task is.
Tasks via O*NET "Search Marketing Strategists" (13-1161.01).
What AI can already do
4 of 36 tasks, unaided
Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
Create content strategies for digital media.
Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
What still needs a person
32 of 36 tasks
Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.
Participate in the development or implementation of online marketing strategy.
Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
Conduct market research analysis to identify search query trends, real-time search and news media activity, popular social media topics, electronic commerce trends, market opportunities, or competitor performance.
Propose online or multiple-sales-channel campaigns to marketing executives.
Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
Implement online customer service processes to ensure positive and consistent user experiences.
Collaborate with Web, multimedia, or art design staffs to create multimedia Web sites or other internet content that conforms to brand and company visual format.
Keep abreast of government regulations and emerging Web technology to ensure regulatory compliance by reviewing current literature, talking with colleagues, participating in educational programs, attending meetings or workshops, or participating in professional organizations or conferences.
Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
Coordinate sales or other promotional strategies with merchandising, operations, or inventory control staff to ensure product catalogs are current, accurate, and organized for best findability against user intent.
Execute or manage social media campaigns to inform search marketing tactics.
Conduct financial modeling for online marketing programs or Web site revenue forecasting.
Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
Execute or manage banner, video, or other non-text link ad campaigns.
Assist in the evaluation or negotiation of contracts with vendors or online partners.
Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
Assist in the development of online transaction or security policies.
Execute and manage communications with digital journalists or bloggers.
Resolve product availability problems in collaboration with customer service staff.
Tasks via O*NET "Search Marketing Strategists" (13-1161.01).
What AI can already do
36 of 36 tasks, with tools
Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.
Participate in the development or implementation of online marketing strategy.
Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
Create content strategies for digital media.
Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
Conduct market research analysis to identify search query trends, real-time search and news media activity, popular social media topics, electronic commerce trends, market opportunities, or competitor performance.
Propose online or multiple-sales-channel campaigns to marketing executives.
Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
Implement online customer service processes to ensure positive and consistent user experiences.
Collaborate with Web, multimedia, or art design staffs to create multimedia Web sites or other internet content that conforms to brand and company visual format.
Keep abreast of government regulations and emerging Web technology to ensure regulatory compliance by reviewing current literature, talking with colleagues, participating in educational programs, attending meetings or workshops, or participating in professional organizations or conferences.
Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
Coordinate sales or other promotional strategies with merchandising, operations, or inventory control staff to ensure product catalogs are current, accurate, and organized for best findability against user intent.
Execute or manage social media campaigns to inform search marketing tactics.
Conduct financial modeling for online marketing programs or Web site revenue forecasting.
Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
Execute or manage banner, video, or other non-text link ad campaigns.
Assist in the evaluation or negotiation of contracts with vendors or online partners.
Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
Assist in the development of online transaction or security policies.
Execute and manage communications with digital journalists or bloggers.
Resolve product availability problems in collaboration with customer service staff.
Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
What still needs a person
0 of 36 tasks
When AI is paired with workflow tools, every task in this role is reachable. That doesn't mean the role disappears, it means almost all the routine surface area can be compressed.
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Related occupations.
Other roles in Associate professional occupations, and roles close by exposure.
What it means for your sector.
This role's score comes from Eloundou et al's 2023 task labels, weighted by O*NET importance within each O*NET-SOC code, then bridged to UK SOC 2020 through ISCO-08 (the ONS coding index) and US SOC 2010 (the BLS crosswalk). Employment and median pay come from ONS ASHE Table 14.7a, 2025 provisional, which covers employees only.
Back to the mapMethodologySources (PDF)Built 29 April 2026
Pictures
- "Census pantograph and 1930s keypunches" by U.S. Census Bureau employees, public domain, via Wikimedia Commons
- "Shepard Barclay, St. Louis lawyer, in his office" by Missouri Historical Society via DPLA, no known copyright restrictions, via Wikimedia Commons
- "Accountant's Office LCCN2016824374" by National Photo Company Collection, public domain, via Wikimedia Commons
- "Employment service in Oulu in the spring 1931" by Finnish Heritage Agency (Museovirasto), CC BY 4.0, via Wikimedia Commons