Higher education marketing teams are under more pressure than ever — balancing enrollment challenges, brand competition, and expanding digital expectations. To better understand how these pressures are affecting the marketing workforce, Concept3D released its Second Annual Salary Report for Higher Education Marketing Professionals.
Now in its second year, the report provides year-over-year insight into compensation trends, work preferences, and retention risks across higher education marketing roles.
Key salary trends from the 2026 report
The survey data reveals a nuanced compensation picture:
- The median salary increased to $75,000, signaling modest improvement for mid-career professionals.
- At the same time, the average salary declined slightly, reflecting fewer high-end outliers and a more concentrated middle of the market.
- Despite 75% of respondents receiving a raise, more than half still say their compensation is not competitive with other industries.
This suggests that while institutions are making incremental gains, those increases are often not enough to keep pace with broader market movement — particularly for digital and technical marketing roles.
Retention risk is rising — especially outside higher education
One of the most striking findings from the 2026 report is the scale of potential industry exit:
- 74% of respondents have considered leaving higher education for another industry.
- Compensation is the most commonly cited driver, far outweighing other factors.
This points to a growing risk for institutions: marketing teams may increasingly function as training grounds, with experienced professionals leaving for industry roles that offer higher pay or clearer advancement paths.
Work flexibility now plays a critical role
Work model preferences continue to shape how higher ed marketers evaluate roles:
- Hybrid work is now the norm, with 57% currently hybrid and nearly 70% preferring that model.
- Fully remote roles remain limited, even as demand for remote work continues to grow.
For institutions with constrained budgets, flexibility has become an important non-monetary lever for retention and recruitment.
Role expansion remains a challenge
The report also highlights continued role sprawl across higher education marketing teams. Respondents report managing an average of five distinct marketing functions within a single role, with nearly one in five indicating they handle “all of the above.”
This breadth of responsibility can compound compensation concerns and contribute to burnout when expectations are not aligned with resourcing.
Why this report matters for higher education leaders
By publishing this survey annually, Concept3D aims to provide higher education leaders with consistent, data-driven benchmarks to support hiring, retention, and workforce planning decisions.
As the 2026 report shows, progress is being made — but structural challenges around pay competitiveness, flexibility, and role design remain.
Download the full 2026 Higher Education Marketing Salary Report to explore the complete data and see how your institution compares.