MARKETING IN:
CONSTRUCTION & THE BUILT ENVIRONMENT
Marketing in construction isn’t yet as mature as in other industries, but that’s exactly what makes it so rewarding for the right kind of marketer.
Across the UK and Ireland, many contractors have only recently embraced marketing as a core business function. As a result, marketing roles here are often varied, hands-on, and full of potential for those who can navigate complexity and build trust internally.
CONSTRUCTION AND THE BUILT ENVIRONMENT
WHAT TO EXPECT
Construction marketers tend to work in blended roles, covering everything from bid support and case study creation to thought leadership, CSR reporting, and internal comms. You’ll likely collaborate closely with commercial teams, bid writers, senior leadership, and sometimes field staff. Communication cycles are often project-driven, with precise timing opportunities based on stages like planning approval, supplier mobilisation, or project handover. A strong grasp of logistics, regulation, and how construction timelines work gives marketers an edge, particularly when crafting messaging that lands just as it becomes relevant to the target audience.
MARKETING IN THE CONSTRUCTION SECTOR
The industry is intensely deadline-driven, and cost pressures from tenders can create high-stress environments. These pressures can trickle down into every department, including marketing - particularly when budgets are lean or turnaround times are tight. Construction professionals take pride in delivery and precision, and marketers who support that narrative are seen as valuable. Showcasing project success, environmental credentials, and supply chain excellence are core parts of the roles, specially as sustainability and social value become key differentiators in bids and public sector work.
ADVANTAGES OF WORKING IN THE SECTOR
For marketers who enjoy tangible outcomes, this sector offers visibility. You get to promote projects that reshape skylines, support communities, and meet real-world needs. There’s real scope for innovation in how construction firms communicate, particularly when it comes to digital storytelling, employer branding, and internal cohesion across dispersed, site-based teams. Internal communications matters a lot here. Many staff are on-site and physically disconnected from head office, making consistent, engaging comms a vital, and often overlooked, part of the marketing role.
SALARY INFO
Salary bands can vary based on company size and whether the business is public or privately owned, but typical ranges are: Marketing Executive: £28,000 – £35,000 Marketing Manager: £40,000 – £55,000 Head of Marketing: £60,000 – £80,000 Director-level: £85,000+ Bonuses may be linked to project milestones or company performance, and car allowances are common in senior roles. Marketing salaries in Northern Ireland and the regions tend to be lower than in London or the South East, but the cost of living is also lower. It's worth noting that the Covid Pandemic had an impact on marketing salaries, as labour was more available on a remote basis resulting in some professionals achieving a much higher rate for the regions than would be typical.
WHAT MAKES A GREAT MARKETER IN CONSTRUCTION?
The best marketers in construction are pragmatic, resilient, and confident building trust in technically led environments. They’re often skilled at drawing out stories from delivery teams, translating complex project information into compelling narratives, and aligning messaging to business-critical timelines. Experience in stakeholder management, copywriting, and brand consistency is valued, but what sets people apart is their ability to position marketing as a function that wins work, not just decorative.
MARKETING JOBS IN CONSTRUCTION
Product Marketing
Bridging the gap between product, sales, and the market. Own messaging, positioning, feature launches, and often competitor intelligence.
Growth Marketing
Uses experimentation and data to drive acquisition, conversion, and often retention. Always testing.
Content Marketing
Create articles, guides, videos, and thought leadership to attract, nurture, and convert leads — and support product education.
Lifecycle CRM / Email Marketing
Own the post-signup or lead nurturing journey, onboarding, re-engagement, upsell, and renewal flows.
Brand Marketing & Comms
Shaping the perception of the business, sometimes includes PR, creative, design, tone of voice, and leadership visibility.
Demand Generation
Demand Generation, Create demand through targeted campaigns — working closely with Sales to generate qualified leads. ABM (account-based marketing)
Community & Advocacy Marketing (emerging)
Build trust and engagement via customer success stories, reviews, and customer-led content.
Big Title
Thinking about hiring marketing in construction?
