The Creative Store New Zealand Salary Survey 2026

Our 2026 salary review is a guide on how the industry is performing - a gauge on the New Zealand market.  Figures are based on the candidates we meet, their current salaries and their skills vs salaries.  This combined with our client salary expectations, gives an overall market expectation.

 

 

Changes and salary trends in the industry we have noted during 2025 / 2026:

 

2026 is looking brighter – we are off to a busy start of the year – hopefully the green shoots are growing!

 

Customer data focused roles continue to rise with demand for email marketing/marketing automation specialists, both freelance and permanent. Marketo and Salesforce platform experience are in the most demand.

 

Paid ads specialist requests are strong, with a preference for candidates who can do both Google and Meta. LinkedIn and YouTube ad requests are rising.

 

Freelance client service roles are in high demand at all levels.

 

Agency social media and content roles are in demand, both freelance and permanent.

 

Social media/content roles with the requirement for content creation, especially video as a core skillset, alongside planning and execution, are increasing as clients want employees who can manage social media end to end.

 

Influencer marketing briefs are on the rise.

 

Hybrid roles continue to be strong, though fully remote is now rare with the exception of freelance assignments.

 

Graphic Design has consistent freelance roles at the junior to intermediate level, resulting in less senior roles.

 

Content Creators requests are high, especially with video shooting and editing skills.

 

Canva and TikTok requests have increased.

 

Developer roles, both freelance and permanent, slowed down in 2025, however their rates stayed at the higher end.

 

2025 saw continued restructures and redundancies, resulting in a lot of highly skilled candidates available in the market.

 

With restructures and the wave of redundancies, more and more people are having additional responsibilities added to their remit. Multi-skilled talented creatives with skills in brand, digital, design and motion are the ones landing the higher salaries. Studios are looking to have lean teams right now, so anyone who brings hybrid skills is instantly more valuable.

 

The “big what if” around AI hasn’t resulted in everyone losing their jobs yet; however, it has flattened some roles, especially junior and BAU/content-focused positions. Production tasks can now be sped up with AI.

 

We have seen an increase in demand for senior-level candidates who are strong thinkers, storytellers, and idea leaders with AI experience, who have the ability to prompt well – this will become the game-changing elements for both client-side and studio teams.

 

Freelance requests saw a reduction in 2025; however, project-based work is still dominating in this challenging landscape. It’s easier for businesses to budget for than full-time hires.

 

Studios are keeping teams small and topping up with highly skilled freelancers instead of bringing on permanent staff. This may swing back in 2026 with recovering marketing budgets.

 

At the end of 2025, we have heard from many in the industry that there is a lot of uncertainty in the market with ongoing redundancies and reshuffling. The recurring want from candidates is stability and continuity.

 

Salaries took a hit across the board in 2025, with many candidates looking to reduce their $ expectations to secure roles.

 

 

If you have any questions or queries or would like salary $s for specific roles - contact Louise@thecreativestore.co.nz