This week, LinkedIn released the third edition of their annual 2020 Emerging Jobs Report for the US. This US emerging trends report makes startling revelations on the unique job avenues and opportunities within the fast-growing ‘data economy’. LinkedIn’s annual report for 2020 pushes the bar higher for MarTech CMOs who would benefit from this well-examined emerging jobs report, identifying with top 15 jobs in the US that have emerged in the last five years. The emerging workforce trends in the space of Marketing, Sales, Customer Success, Advertising, Social Media, Content and Media, Business Intelligence and Cloud Management are all stacked and interlaced together with the common DNA materials – Data Science and Automation.

In this article, we pick the top five revelations from the LinkedIn 2020 Emerging Jobs Report that every MarTech CMO should know about.

MarTech Engineers: It’s Not a Bad Time to Be an Engineer

LinkedIn jobs report for 2020 pegs its money on engineering roles. MarTech engineers and Cloud architects working in MarTech automation platforms would continue to be the most revered group of technologists compared to their engineering compatriots working in industrial automation, manufacturing, and food and agri-tech.

Back in January 2019, Chief MarTech Scott Brinker had personified the role of MarTech Engineers to (Citizen) Engineers. Scott had said, “In a digital world where every company asymptotically becomes a “software business,” organizations will extend (the) commercial platforms with customized customer experience apps and business process logic, many via “citizen developers.”

We found out some of the top MarTech engineering roles in the US, courtesy job advertisements from the companies. Clearly, the future of Marketing is molded by key roles in data analytics. These roles comprise of Data Engineers, Analysts, AIOps and NLP Architects, DMP Consultants and so on.

There are over 500+ MarTech engineering roles and titles making their cut through the competition in the US MarTech ecosystem. Some key titles hiring for MarTech engineers and consultants include –

• Full Stack Engineer
• Manager Marketing Technology
• VP or Director of Product Marketing
• Manager- Marketing Analytics
• Global Marketing Director – CRM and MarTech
• Customer Experience Technology Engineer
• Head of MarTech Enablement
• Head of Web Analytics
• Director- MarTech Infrastructure and Operations

SF Bay Area Remains ‘the’ MarTech Heaven; Washington DC Fast-catching up with Others

For the top 15 emerging LinkedIn jobs in the US, Bay Area in SF remains the go-to destination for all MarTech leaders, including those who are start-ups. Whether you are hiring for a Customer Success Specialist or for Data Engineers,  you are more likely to find the best talent in SF Bay Area.

Other cities that have become MarTech destinations for CMOs include Seattle, New York, and a silent climber in ranks- Washington D.C. The LinkedIn Emerging Jobs 2020 report, Washington DC and neighboring cities are attracting tech talent for Cloud, Security, IoT design, and Marketing-Sales roles.

The top secondary cities with emerging job markets are Austin, Raleigh-Durham, Pittsburgh, Portland, and Charlotte. 

Give Blockchain a Miss!!!!

In this report, Robotics and Data Science continued to swell in their numbers and popularity in the US. However, Blockchain saw a decline in the recent months, despite MarTech platforms chasing Blockchain-related technology to improve their Cloud Operations. For example, Salesforce introduced its Blockchain-based Marketing Automation platform. Facebook also introduced its bitcoin-inspired cryptocurrency and wallet for the market. Beyond these developments, we could not find much inspiration within MarTech for Blockchain technologies.

However, Blockchain-based DMPs and Payments Systems could still make their re-entry in the next couple of years.

Currently, Blockchain-related roles and titles include –

• AWS Blockchain and Audience Analytics/AWS Databases
• IBM Watson Blockchain Engineer
• Blockchain Product Marketing- Walmart
• VP Engineering- Blockchain
• Accounting Manager and Partnerships- Blockchain – Facebook
• Blockchain Sales Specialists

Jobs Galore in the Apps Business

Global mobile app revenues seem to have been bottled up like a Genie. However, in the last 18 months or so, that genie has been unleashed, raking in 365 billion dollars in revenue for 2018. The projections for this year is 500+ billion in annual mobile app sales. According to Statista, by 2023, the mobile app business would cross 900 billion in annual sales. This would be largely driven by mobile gaming apps, publisher content apps, and non-gaming apps led by Google, Pandora, Spotify, and Instagram.

LinkedIn has listed Site Reliability Engineer as one of the top 15 emerging job titles in the US. The role is part of the growing MarTech industry which comprises of many big and small mobile app development, marketing and in-app branding and advertising companies. With higher focus placed on unique demands of every MarTech CMOs such as Lead-gen, consumer data privacy, site automation, personalization, and chatbot services, this role will only find more acceptance in every MarTech company in the next 2-3 years.

Similar roles such as Cybersecurity Specialist and Back-end Developer would continue to play an assistive role to Site Reliability Engineer. Therefore, LinkedIn’s top job titles for 2020 also features these specialist titles.

The New Heroes in the Neighborhood- Product Owners

In the countless MarTech interviews with CEOs, CMOs and VP of Product, we have witnessed the empowered group of product developers surfing through the disruptive waves of Data Science, Automation, and SaaS modeling. LinkedIn adjudged the rise of ‘Product Owners’ as a dramatic turn of events in the US tech industry. Apart from the obvious IT-based projects, Product Owners have found their relevance in MarTech, FinTech, Health and Insurance, and Behavioral analytics.

Titles We Would Love to Take the Spotlight in 2020

According to LinkedIn’s admission, The Emerging Jobs analysis is based on all LinkedIn members with a public profile that has held a full-time position within the U.S. during the past five years. Yet, we feel that some unique job titles specific to MarTech and SalesTech could rally together in the New Year 2020.

These specific roles that MarTech CMOs should watch out for, include –

• Chief AI Officer
• Chief Data Officer (GDPR and CCPA)
• Chief Experience Manager
• ERC Content and Communications Specialist
• MarTech Adoption Specialist/CRM Adoption Marketer
• Demand Gen Mobile and IoT
• Head of Content Acquisition

In short, countless opportunities, but limited talent pool for CMOs to pick from. Hopefully, things will change with better resources and content available to every tech aficionado who wishes to make a solid career in MarTech and related industries.

In 2020, MarTech CMOs should be prepared to embrace the new opportunities emerging from further unification of IT, AI and Machine Learning Ops, Marketing and Sales Tech, Automation, RPA, Unified Communications, and Cloud Security capabilities.

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