148 marketers answered. We cleaned the data, cross-referenced it with every major signal we could find, and built you a report that tells you what pays, what does not, and where Finnish marketing is actually heading.
The middle, the inflation gap, the year of layoffs, and the careers that got bent to survive. Every later section zooms into one of these.
Seniority times company type is the classic cut, but the real question is usually more specific. Team size. Experience. Learning AI. Manager vs non-manager. Pick any two.
Titles are messy in real life. We grouped 138 free-text job titles into 14 role families and looked at what each family takes home.
Patterns that jumped out of the data hard enough to demand their own section.
Rows are what your employer expects. Columns are what you actually want. The cells on the diagonal are the happy marketers. Everything off-diagonal is friction.
| WHAT YOU WOULD PREFER → | ||||||
|---|---|---|---|---|---|---|
| WHAT YOUR EMPLOYER EXPECTS ↓ | Fully remote | Primarily remote | 50/50 hybrid | Primarily in-office | Fully in-office | Total |
| Fully remote (0 days) | 7% | 6% | 4% | · | · | 17% |
| 1 day in office | 1% | 7% | 1% | · | · | 9% |
| 2 days in office | 2% | 6% | 6% | 1% | · | 15% |
| 3 days in office | 1% | 7% | 8% | 5% | 1% | 21% |
| 4 days in office | · | · | · | 1% | · | 1% |
| Fully in-office (5 days) | 1% | · | 1% | 1% | · | 2% |
| No fixed expectation | 2% | 17% | 11% | 4% | 2% | 36% |
| Total | 13% | 42% | 31% | 11% | 3% | 100% |
Two lenses: how many people are prioritising each skill, and whether learning it correlates with earning more today. Some do. Most do not.
Four out of five Finnish marketers already work at a company whose operating language is English. That is the group setting the market rate.
Finnish fluency on its own has a weak correlation with pay (+0.168, still small at this sample size). Speaking Finnish is still not a strong money skill in Finnish marketing, though the fluency bonus inside English-speaking companies grew in this refresh. The bottom-right cell (Finnish-speaking company, no fluent Finnish) is hidden: only 2 respondents, too few to report.
Median monthly pay at each seniority level. The jump sizes tell you where the real promotions are, and where the trap floors live.
We ran correlations across every dimension in the survey. These six came out the strongest. You can pick any one to pull on.
Salaries are up. Job security feels down. Three in five marketers say the economy has already bent their career plans. Here is what they said about the year ahead.
If you read nothing else, read this. Six things that matter for your next move.
Overall median pay rose from €4,000/mo in 2022 to €4,658/mo in 2026. That is +16.4% in nominal euros over four years. Inflation over the same period was about +19%. Real pay is down about 2.6 points, and the gains are uneven.
This report samples 148 marketers who answered a public questionnaire. It is not a census. Here is how the numbers line up with the industry reference, MMA's palkkatutkimus 2025.
Transparent limitations are more useful than fake precision. Here is what you are looking at.