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How to Become a Marketing Analyst: Australian Careers in Marketing

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What is a Marketing Analyst?

What will I do?

What skills do I need?

Resources

What is a Marketing Analyst?

A Marketing Analyst studies market data to help businesses reach the right customers with the right message. They research consumer behaviour, track campaign results, and turn data into clear recommendations. The role suits people who are good with numbers and enjoy solving real business problems.

Day to day, a Marketing Analyst designs and runs market research. They analyse consumer trends and check how well marketing campaigns perform. They work with marketing and sales teams to shape ad strategies that match what customers want.

Marketing Analysts also track KPIs and use data tools to present findings to managers and senior staff. Their insights help businesses adapt quickly to market shifts and stay ahead of rivals.

With Australian businesses relying more on data to guide their spending, demand for skilled Marketing Analysts is growing. The role offers a clear path to senior positions such as Marketing Manager or Brand Strategist.

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Career snapshots For Marketing Analysts

Around 71,700 Marketing Specialists are employed in Australia (Jobs and Skills Australia, 2025). This group includes Marketing Analysts. The median age is 35, and 62% of the workforce is female. Most roles are full-time: 76% work full-time hours at an average of 42 hours per week (ABS, 2021 Census).

New South Wales (40%) and Victoria (30%) hold the largest share of roles. This reflects where most corporate offices and agencies are based. Key industries are professional, scientific and technical services; financial and insurance services; and retail trade. Average annual pay is between $95,000 and $115,000, with senior roles reaching $135,000 or more (SEEK, June 2026).

What will I do?

Marketing Analysts help businesses understand their market and run effective campaigns. They analyse data to find what drives consumer decisions and use those insights to improve marketing results.

  • Plan and develop advertising policies and campaigns: create strategies that match sales goals and help products stand out.
  • Advise on advertising strategies: brief executives and clients on how to reach target customers and lift brand awareness.
  • Run advertising campaigns: manage production to keep campaigns on time and on budget.
  • Analyse consumer data: study patterns in consumer behaviour to guide marketing decisions.
  • Forecast consumer trends: use data to predict what customers will want next.
  • Research market demand: assess market potential for new and existing products and services.
  • Support business growth: prepare and carry out marketing plans and programs.
  • Commission market research: find new opportunities through research into existing and potential markets.
  • Advise on marketing mix: provide guidance on product, price, promotion, and distribution strategies.

What skills do I need?

A Marketing Analyst needs a mix of data and communication skills. Reading data and spotting trends in consumer behaviour is at the core. Turning numbers into useful insights is a key skill. Strong skills in tools like Excel, Google Analytics, and data visualisation platforms are essential.

Clear communication matters just as much as data work. Marketing Analysts present findings to managers and cross-team groups. The ability to explain complex data in plain terms is highly valued. A solid grasp of marketing principles rounds out the skills needed to succeed. This includes brand positioning, campaign measurement, and consumer psychology.

Skills/attributes

  • Data analysis and interpretation
  • Market research design and execution
  • Statistical analysis
  • Proficiency in Excel, SQL and data visualisation tools
  • Google Analytics and digital marketing platforms
  • Consumer behaviour analysis
  • Clear written and verbal communication
  • Campaign performance measurement
  • Problem-solving and critical thinking
  • Attention to detail
  • Project and time management
  • Team collaboration
  • Knowledge of digital marketing and SEO
  • Presentation and data storytelling

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About the author

Laura Atkinson

Laura Atkinson

Laura Atkinson is an Account Management and SEM specialist at Course Finder Group with six years' experience in the Australian education sector. She works day to day with universities, TAFEs and independent training providers, which gives her a close view of how courses map to real career outcomes. She writes practical guidance on career pathways, choosing the right qualification and what to expect when moving into a new field.