Florida not only boasts beautiful beaches and a vibrant cultural scene but also serves as a thriving hub for marketing career professionals. From the bustling metropolitan areas of Miami and Orlando to the tranquil shores of Tampa Bay, Florida offers opportunities for individuals looking to kickstart or advance their careers in marketing.
We'll delve into the unique aspects of marketing careers in Florida, exploring salaries, specializations, top employers, factors affecting pay and avenues for professional growth.
There are roughly 17,420 people employed as marketing managers in Florida, making it the fifth largest state in the U.S.for employment of marketing manager professionals says the U.S. Bureau of Labor Statistics (BLS). The median wage per hour is $67 and the forecasted job growth for the coming decade is 6.6%.
Florida's diverse economy and rapidly growing population make it an ideal destination for marketing professionals. The state's robust tourism industry, burgeoning tech sector and strong presence of healthcare, finance and real estate industries provide a solid ground for marketers. Moreover, Florida's status as a retirement haven brings forth unique marketing opportunities, catering to the needs and preferences of the aging population.
Several prominent companies and organizations drive the marketing landscape in Florida. Some of the largest employers for marketing professionals include:
The Walt Disney Company:
The headquarters of the Walt Disney Company in Florida is situated in Lake Buena Vista, near Orlando. This sprawling entertainment complex serves as the epicenter of Disney's operations in the state. Hiring process: The Walt Disney Company often recruits marketers through its official careers website, where applicants can browse job listings, submit their resumes and apply for open positions. Additionally, Disney participates in career fairs, campus recruiting events and professional networking platforms to connect with potential candidates.
Publix Super Markets:
Publix Super Markets is headquartered in Lakeland, Florida. The company's corporate offices oversee marketing initiatives, strategic planning and brand management operations. Hiring process: Publix Super Markets typically hires marketers through its corporate careers portal, where individuals can explore job opportunities, submit applications and undergo the interview process. Additionally, Publix may recruit marketing professionals through industry-specific job boards, professional associations and employee referrals.
Carnival Corporation:
Carnival Corporation's headquarters in Florida is located in Doral, near Miami. This central location facilitates collaboration among marketing teams and supports the company's global marketing efforts. Hiring process: Carnival Corporation recruits marketers through its official careers website, where candidates can search for available positions, submit their applications and engage in the recruitment process. Additionally, Carnival may partner with recruitment agencies, attend industry events and utilize social media platforms to attract marketing talent.
Universal Orlando Resort:
Universal Orlando Resort is headquartered in Orlando, Florida. This vibrant entertainment destination serves as the nerve center for marketing strategies, promotional campaigns and guest engagement initiatives. Hiring process: Universal Orlando Resort advertises marketing positions through its careers website, where individuals can explore job openings, upload their resumes and apply online. The resort also conducts on-campus recruiting events, participates in industry conferences and leverages social media channels to recruit marketing professionals.
Ryder System, Inc.:
Ryder System, Inc. is headquartered in Miami, Florida. The company's corporate headquarters oversee marketing operations, brand management and customer engagement strategies. Hiring process: Ryder System, Inc. recruits marketers through its corporate careers portal, where candidates can search for marketing roles, submit their applications and undergo the interview process. Additionally, Ryder may collaborate with staffing agencies, attend job fairs and engage in targeted recruitment efforts to attract marketing talent.
Marketing salaries in Florida: Quick statistics
While the median salary for marketing management professionals—a category that loosely includes upper level careers in social media/digital marketing, public relations and advertising fields—lands at $157,620 a year according to the U.S. Bureau of Labor Statistics, pay may vary depending upon several factors, including where you work and live and the cost of living, how much experience you have, what certifications you have earned and your level of education.
In fact, The median salary in Florida for marketing professionals with a bachelor's degree is $54,500 and for those with an associate's degree is $40,000, indicating that higher education contributes to earning potential, says ZipRecruiter.
Salaries for different marketing roles in Florida
Marketing manager:
The Bureau of Labor Statistics (BLS) reports that the median annual wage for marketing managers in Florida is around $132,560, with salaries ranging from $68,280 to $187,000 or more depending on experience and industry.
Digital marketing manager:
Digital marketing managers in Florida earn a median annual wage of approximately $106,970 or more based on expertise and company size says the BLS.
Public relations specialist:
The median annual wage for public relations specialists in Florida is about $57,780 says the BLS, and is influenced by experience and employer.
Market research analyst and marketing specialist
Market research analysts and marketing specialists in Florida earn a median annual wage of around $62,670, with salaries ranging from $36,850 to $132,180 or more, depending on qualifications and industry focus.
Given Florida's distinctive demographic makeup, marketing professionals can explore specialized roles tailored to the state's unique characteristics. For instance, marketers can leverage their skills to cater to the needs of retirees, offering services and products aligned with their lifestyles and preferences. Additionally, with the rise of eco-tourism and sustainable living initiatives, environmentally conscious marketing strategies are in high demand, presenting lucrative opportunities for those passionate about sustainability.
Median marketing manager salary in Florida
The median annual salary for marketing managers in Florida is $138,340. Even with its dominant healthcare industry, Florida does not rank in the top five highest-paying states listed by the BLS. Here are median, lowest and highest 10% salary figures for the state and several metro areas.
Marketing Managers
10%$69,890
25%$101,610
50%$138,340Median
75%$198,340
90%N/A
Median Hourly Wage$67
Job growth6.6%
Total Employment17,420
Metro area
Median Salary
Bottom 10%
Top 10%
North Port-Sarasota-Bradenton, FL
$160,060
$72,000
$235,920
Orlando-Kissimmee-Sanford, FL
$153,630
$77,500
N/A
Palm Bay-Melbourne-Titusville, FL
$143,200
$51,940
N/A
The Villages, FL
$139,310
$68,280
$225,010
Tampa-St. Petersburg-Clearwater, FL
$138,920
$75,780
N/A
Miami-Fort Lauderdale-West Palm Beach, FL
$137,270
$67,170
N/A
Crestview-Fort Walton Beach-Destin, FL
$135,420
$60,200
$226,380
Lakeland-Winter Haven, FL
$133,420
$71,770
$221,690
Sebastian-Vero Beach, FL
$132,680
$63,850
N/A
Jacksonville, FL
$130,040
$75,780
$234,890
Source: U.S. Bureau of Labor Statistics (BLS) 2023 median salary; projected job growth through 2032. Actual salaries vary depending on location, level of education, years of experience, work environment, and other factors. Salaries may differ even more for those who are self-employed or work part time.
Salary range for a marketing management career in Florida
The salary range for marketing managers in Florida typically spans from $69,890 for the lowest 10% to well over $198,340for the upper 75% of people in the field per year. When considering job offers in Florida, it's crucial to understand and evaluate the entire compensation package, not just the salary, and remember salaries take into consideration other factors such as experience, education and time in the position.
Pay by metro area within Florida
Your earning level may depend upon where you live within a state. Geographic location within Florida affects salary levels, with urban areas that have a higher cost of living typically offering higher salaries to compensate.
Higher cost of living areas like Fort Lauderdale, Miami, Cape Coral, Sarasota and Orlando may necessitate higher marketing salaries to compensate for the living expenses.
Marketing professionals might find lower salaries in cities with lower living costs such as Pensacola, Tallahassee and Daytona Beach.
While the BLS reports that Florida as a whole is the fifth-highest employer of marketing managers none of its major metro areas are in the top 10 for pay or employment. Here are the top metro areas in the country for pay:
Metro Area
Median Annual Salary
San Jose-Sunnyvale-Santa Clara, CA
$217,300
San Francisco-Oakland-Hayward, CA
$209,170
Trenton, NJ
$202,000
New York-Newark-Jersey City, NY-NJ-PA
$176,530
Bridgeport-Stamford-Norwalk, CT
$174,820
Fort Collins, CO
$174,230
Boulder, CO
$173,210
Dover, DE
$172,140
Boston-Cambridge-Nashua, MA-NH
$171,080
Denver-Aurora-Lakewood, CO
$170,110
And here are the top 10 metro areas in the U.S. for employment of marketing managers, according to the BLS:
Metropolitan Areas
Employment
New York-Newark-Jersey City, NY-NJ-PA
46,610
Chicago-Naperville-Elgin, IL-IN-WI
20,690
Los Angeles-Long Beach-Anaheim, CA
20,570
San Francisco-Oakland-Hayward, CA
14,520
Dallas-Fort Worth-Arlington, TX
13,790
Boston-Cambridge-Nashua, MA-NH
11,840
Washington-Arlington-Alexandria, DC-VA-MD-WV
9,180
Houston-The Woodlands-Sugar Land, TX
7,890
San Jose-Sunnyvale-Santa Clara, CA
7,800
Atlanta-Sandy Springs-Roswell, GA
7,720
Factors affecting marketing salaries in Florida
Several factors influence what your marketing salary may be in Florida:
Experience:
Experience is a significant determinant of salary in the marketing sector, where professionals with more years of relevant experience tend to earn higher salaries.
Industry:
Different sectors such as healthcare, technology, hospitality or retail can offer varying salary ranges, affecting how much marketing professionals in Florida earn.
Education:
Educational degree, professional certifications and additional skills may contribute to the wide variation in salary progression for marketing specialists in Florida.
Size of company:
Larger corporations often provide higher salaries and more extensive benefits than smaller businesses, influencing compensation levels for marketing professionals.
How can I know if I am being paid fairly as a marketer in Florida?
It's crucial for marketing professionals to assess whether they're being compensated fairly, taking into account factors such as age, ethnicity and gender. Resources such as salary surveys, industry benchmarks and professional networks may provide valuable insights into salary ranges and help individuals advocate for equitable compensation. Some things to consider:
Research salary benchmarks: Use salary surveys and industry reports to compare your compensation with market standards.
Know your worth: Honestly evaluate your experience, skills and contributions against peers to justify fair compensation.
Consider where you live: Salaries can vary within Florida based on the cost of living and dominant industries in the region.
Get informed: Familiarize yourself with Florida's labor laws and regulations, such as the federal Fair Labor Standards Act and the Florida Equal Pay Law, which establishes minimum wage, overtime pay, recordkeeping and child labor standards affecting full-time and part-time workers in the private sector and in Federal, State, and local governments.
Education and training for Florida
Obtaining higher levels of education, such as a master's degree or an MBA, typically corresponds with increased earning potential for marketing professionals. Most entry-level positions may require at least an associate degree, and preferably a bachelor's degree, though many pursue advanced degrees such as an MBA or master's degree for career advancement. Consider these degrees:
Bachelor's degree: A stepping stone
Educational institutions in Florida such as the University of Florida, Florida State University and University of Miami offer bachelor's degrees in business administration and marketing.
The median salary for business administration professionals in Florida, which includes marketing positions, is just over $76,850 a year.
Master's degree: The path to higher salary
A master's degree in marketing raises the average salary to $71,000, compared to the $54,500 average for bachelor's degrees, says the BLS.
Professionals with a master's degree in marketing earn approximately 53% more than those with an associate's degree and 17% more than those with a bachelor's degree, says Coursera.
Obtaining a master's degree in marketing may result in promotions within an organization and a greater earning trajectory as one moves into management or executive positions.
Certifications
Certifications may be key to enhancing a marketer's value, often leading to increased compensation due to recognized skills and expertise.
Careerfoundry cites the following specialized skills as beneficial, especially to those in digital marketing:
Proficiency in AI applications for content generation and social media analytics is increasingly sought after in Florida's digital marketing landscape.
Performance marketing is on the rise, necessitating skills in precise audience targeting, meticulous campaign tracking and strategic optimization of advertising budgets.
Data literacy and analysis capabilities are key for digital marketing managers, as they need to evaluate and act on insights drawn from various analytics tools.
Visual marketing skills, including knowledge of UX design principles, are essential for crafting compelling marketing assets.
Email marketing know-how, especially in segmentation, personalization and automation, is vital for engaging audiences effectively, especially the older generation.
Expertise in a particular social media channel or marketing area can provide marketers with a distinct edge in the Florida market.
Cost of living considerations for FL
Florida's cost of living is, on average 2% lower than the national average—with housing even with the national average and healthcare at 5% lower, says RentCafe.
RentCafe lists the cost of living for many major cities in Florida, such as Tampa, Miami and Orlando, which are major industry hubs for marketers. Take a look:
Florida city
Cost of living % compared to national average
Tampa
4% lower
Miami
17% higher
Orlando
0% higher
Daytona Beach
2% lower
Pensacola
13% lower
Gainesville
6% lower
Fort Lauderdale
18% higher
Tallahassee
7% lower
Florida professional associations and networking
Florida has their own chapters of national marketing groups and associations, providing networking opportunities, professional development resources and mentorship programs. Most of all joining groups is a great way for industry professionals to stay up to date on the latest trends and best practices in marketing, which is mandatory for this competitive and ever-changing career field.
American Marketing Association (AMA)–South Florida Chapter: Provides networking opportunities, professional development resources and events for marketers in the South Florida area.
Florida Public Relations Association (FPRA): With a network of 16 professional chapters and 14 student chapters located throughout Florida, FPRA offers its members many opportunities for engagement.
Digital Marketing Association (DMA): A national group that focuses on digital marketing trends, strategies and best practices for professionals throughout Florida.
Data and Marketing Association/ANA: A national group that connects marketers to the knowledge and resources needed to become a smarter, more capable marketer.
With its dynamic business landscape, diverse consumer base and possible career prospects, Florida undeniably stands out as a marketing mecca for professionals across various specialties. Whether you're drawn to the fast-paced energy of Miami's urban jungle or the laid-back charm of coastal communities, Florida offers a wealth of opportunities to excel in the field of marketing, with an array of exciting possibilities for professionals eager to make their mark in the industry.
By understanding industry standards, conducting research and staying informed about relevant professional associations, individuals can navigate their career paths and ensure fair compensation in Florida's competitive job market. Use this guide as a starting point to make informed decisions about your career path, negotiating salaries and for setting realistic expectations for your educational and professional future.
Find marketing salaries for other states
Learn what you may be able to earn in your state, how the cost of living and other factors could impact your pay, why education matters—especially in competitive marketing roles—and much more.
