From the bustling metropolis of Houston to the vibrant counter-culture of Austin, Texas offers a dynamic landscape for individuals looking to carve out their niche in the world of marketing.
In this article, we'll unravel why Texas is a premier destination for marketing talent—and marketer salaries, explore specialized marketing niches, spotlight top employers and empower you to navigate your marketing career journey with confidence.
There are roughly 36,900 people employed as marketing managers in Texas, making it the third largest state in the U.S.for employment of marketing manager professionals according to the U.S. Bureau of Labor Statistics (BLS). The median wage per hour is $65 and the forecasted job growth for the coming decade is 6.6%.
Texas's automotive and food manufacturing industries give rise to specialized marketing niches tailored to the state's economic landscape. Marketers in Texas often find themselves immersed in campaigns targeting diverse audiences, from consumers of cutting-edge automotive technology to aficionados of Tex-Mex cuisine. Additionally, with Texas's prominent role in the energy sector, marketers may specialize in promoting renewable energy initiatives and sustainable practices, catering to the state's environmental consciousness.
Here are just five of the biggest employers for marketing professionals in the state:
AT&T Inc.:
Dallas, TX. AT&T leverages marketing professionals to drive brand awareness, develop advertising campaigns and enhance customer engagement across various platforms in the telecommunications industry.
The University of Texas at Austin:
Austin, TX. The University of Texas at Austin employs marketing experts to promote its academic programs, engage prospective students through targeted marketing campaigns and enhance the university's brand reputation.
H-E-B:
San Antonio, TX. H-E-B relies on marketing professionals to develop and execute marketing strategies for its grocery retail business, drive product promotion and customer loyalty and strengthen brand positioning in the competitive retail landscape.
Dell Technologies:
Round Rock, TX. Dell Technologies utilizes marketing expertise to promote its portfolio of technology products and services, engage with corporate clients and consumers and drive sales through innovative marketing campaigns and initiatives.
Toyota Motor North America:
Plano, TX. Toyota Motor North America employs marketing professionals to support its automotive marketing efforts, develop targeted advertising campaigns and strengthen brand presence in the competitive automotive market.
Several other renowned brands deploy big national marketing campaigns in Texas to engage with consumers and drive brand awareness. Brands such as Southwest Airlines, ExxonMobil, Whataburger and Texas Instruments leverage strategic marketing initiatives to connect with audiences in the state and capitalize on Texas's market landscape.
Marketing salaries in Texas: A quick look
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.
Salaries for different marketing roles in Texas
Let's delve into the average annual salaries for key marketing roles in Texas, based on data from the Bureau of Labor Statistics (BLS):
Marketing manager:
The Bureau of Labor Statistics (BLS) reports that the median annual wage for marketing managers in Texas is around $135,050, with larger cities like Houston paying $136,970.
Digital marketing manager:
Digital marketing managers in Texas earn a median annual wage of approximately $107,840 or more based on expertise and company size says the BLS.
Public relations specialist:
The median annual wage for public relations specialists in Texas is about $60,720 says the BLS, and is influenced by experience and employer. Austin pays best at $63,430.
Market research analyst and marketing specialist
Market research analysts and marketing specialists in Texas earn a median annual wage of around $64,690, with salaries in Austin paying $77,810, more than Dallas, San Antonio or Houston.
Median marketing manager salary in Texas
The median annual salary for marketing managers in Texas is $135,050. Even with its size, population and high employment of marketing managers, Texas does not rank in the top five highest-paying states listed by the BLS. Here are the median, lowest and highest 10% salary figures for the state and several metro areas.
Marketing Managers
10%$74,340
25%$98,570
50%$135,050Median
75%$181,930
90%N/A
Median Hourly Wage$65
Job growth6.6%
Total Employment36,900
Metro area
Median Salary
Bottom 10%
Top 10%
Austin-Round Rock, TX
$154,010
$79,390
N/A
Odessa, TX
$153,270
$66,880
$237,550
Midland, TX
$137,630
$74,400
N/A
Houston-The Woodlands-Sugar Land, TX
$136,970
$74,750
N/A
Dallas-Fort Worth-Arlington, TX
$136,000
$77,620
N/A
Longview, TX
$126,990
$65,360
N/A
San Antonio-New Braunfels, TX
$125,290
$71,170
$219,350
Beaumont-Port Arthur, TX
$117,520
$65,000
$218,370
Corpus Christi, TX
$116,780
$65,770
$211,140
Sherman-Denison, TX
$115,450
$62,940
$191,660
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 ranges for marketing managers in Texas
The salary range for marketing managers in Texas typically spans from $74,340 for the lowest 10% to well over $181,930for the upper 25% of people in the field per year. These competitive salary figures underscore Texas's reputation as a lucrative destination for marketing professionals, offering robust compensation packages and abundant opportunities for growth.
Pay by metro area within Texas
Your earning level may depend upon where you live within a state. Geographic location within a state as large and diverse as Texas 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 Austin, Midland, Houston and Dallas 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 El Paso, San Angelo or Beaumont.
While the BLS reports that the Dallas-Fort Worth-Arlington metro area ranks sixth in the nation for the highest employment level in marketing managers, it does not have any metro areas that rank in the top 10 for pay. 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 Texas
Several factors influence marketing salaries in Texas, including education, experience, industry demand and the state's economy. Individuals with advanced degrees, specialized certifications, or relevant industry experience may command higher salaries. Additionally, fluctuations in the state's economy and cost of living can impact compensation packages for marketing professionals.
How do I know if I am being paid fairly in Texas?
To determine if you're being paid fairly in Texas, it's essential to research industry benchmarks, salary surveys and comparable job listings to assess the market rate for your role and experience level. Moreover, Texas has labor laws in place to protect employees' rights against discrimination based on age, race, gender, or other protected characteristics. If you suspect unfair compensation practices, you can file a complaint with the Texas Workforce Commission or seek legal counsel for guidance.
Some things to do first:
Know your worth: Honestly evaluate your experience, skills and contributions against peers doing the same job to justify fair compensation.
Consider where you live: Salaries can vary widely within a state as large as Texas based on the cost of living and dominant industries in the region.
Get informed: Familiarize yourself with the state's labor laws.
Talk to HR: Your company's HR team is skilled in understanding the salary nuances of different regions and job titles and levels. They may be able to help you see why you are paid as you are.
Education and training for Texas
The degrees required for marketing jobs in Texas typically align with national standards, focusing on relevant fields that equip individuals with the knowledge and skills necessary to succeed in the dynamic marketing landscape. While specific degree requirements may vary depending on the employer, industry and role, here are some common degrees sought after for marketing jobs in Texas:
Bachelor's Degree in Marketing: A bachelor's degree in marketing provides a comprehensive understanding of marketing principles, strategies and tactics. Coursework typically covers areas such as consumer behavior, market research, advertising, branding and digital marketing. A bachelor's degree in marketing serves as a solid foundation for entry-level marketing roles in Texas.
Bachelor's Degree in Business Administration: Many marketing professionals in Texas hold a bachelor's degree in business administration with a concentration in marketing. This degree program offers a broader understanding of business fundamentals while providing specialized coursework in marketing topics. Students learn about market analysis, marketing strategy development and business communication, preparing them for diverse marketing roles across industries.
Bachelor's Degree in Communications: A bachelor's degree in communications offers valuable skills in written and verbal communication, which are essential for effective marketing campaigns. Students learn about persuasive messaging, public relations, media relations and interpersonal communication, making them well-suited for roles in advertising, public relations and digital marketing in Texas.
Bachelor's Degree in Digital Marketing: With the increasing importance of digital channels in marketing, a bachelor's degree in digital marketing provides specialized training in online marketing strategies, social media marketing, search engine optimization (SEO), content marketing and analytics. Graduates are equipped to excel in digital marketing roles in Texas, where companies are increasingly investing in digital initiatives to reach their target audiences.
Master's Degree in Marketing: While not always required for entry-level positions, a master's degree in marketing or a related field can enhance job prospects and career advancement opportunities in Texas. A master's degree offers advanced coursework in marketing strategy, market research, data analytics and leadership, preparing graduates for senior-level and executive roles in marketing management, consulting and entrepreneurship.
Overall, the degree requirements for marketing jobs in Texas reflect the diverse nature of the marketing profession. Individuals seeking to pursue a career in marketing in Texas can benefit from pursuing educational paths that align with their interests, skills and career goals, ultimately positioning themselves for success in the dynamic and competitive Texas market.
Cost of living in Texas and its impact on salary
Texas's cost of living is, on average 7% lower than the national average—with housing 17% lower than the national average and healthcare at 7% lower, says RentCafe.
RentCafe lists the cost of living for many major cities in Texas which are major industry hubs for marketers. Take a look:
Texas city
Cost of living % compared to national average
Austin
1% lower
Dallas
2% higher
Midland
4% lower
Corpus Christi
9% lower
Plano
17% higher
Round Rock
8% lower
Houston
6% lower
Fort Worth
6% lower
Texas professional associations and networking
Texas 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 essential for this competitive career field.
American Marketing Association (AMA)–Houston Chapter: Provides ways for marketers to connect with the resources they need to propel growth and elevate the role of marketing.
Public Relations Society of America (PRSA)-Austin Chapter: Dedicated to the advancement of the profession of communications. Members benefit from a wealth of educational information, professional services and networking opportunities locally, regionally and nationally.
Dallas/Fort Worth American Advertising Federation (AAF):Dallas and Fort Worth chapters are dedicated to the mission to protect and promote the wellbeing of the advertising industry through their many relationships, from government to local.
Texas offers a wealth of opportunities for marketing professionals seeking to excel in their careers. With competitive salaries, specialized marketing niches and a thriving business ecosystem, Texas stands as a premier destination for individuals passionate about making an impact in the ever-evolving field of marketing.
By understanding industry standards, conducting research and staying informed about relevant professional associations, individuals can navigate their career paths and ensure fair compensation in Texas'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.
