If you’ve been scanning LinkedIn or Naukri lately, you’ve likely seen it: digital marketing jobs posting that reads like a full department’s job description.
“We’re hiring a Digital Marketing Specialist. Must be able to strategize campaigns, create and edit videos, design creatives, manage social media accounts, write compelling copy, and take high-quality photos, all while meeting tight deadlines.”
The catch? One role, one salary. For thousands of young professionals entering India’s booming digital economy, the experience is frustrating, and, many say, exploitative.
Digital Marketing Jobs: The ‘One-Man Army’ Culture
According to a 2024 survey by TeamLease Services, nearly 68% of marketing job postings in India now demand cross-disciplinary skills that traditionally span at least three separate roles.
For example, a Social Media Manager job posting at a well-known e-commerce firm last month listed the following requirements:
- knowledge of Adobe Creative Suite
- ability to write “viral” copy and long-form content
- proficiency in video editing software
- campaign strategy and analytics expertise
- photography skills “a plus”
All for a starting salary of ₹4.5-6 lakh per annum.
“Effectively, they’re asking someone to do the work of a whole team and compensate them in a way as if they’re hiring a junior,” says Disha Satra, a 5-year-old freelance strategist from Mumbai. “It’s demoralizing and unsustainable.”
Why Companies Are Doing This
Industry insiders point to shrinking marketing budgets and the pressure to deliver more content, faster.
“With the rise of Instagram reels, YouTube shorts, and personalized ads, brands now require a much higher volume of creative output,” says Samarth Sharma, who works at a mid-size advertising agency. “Instead of hiring 4–5 specialists, many firms opt for one generalist who can ‘do it all.’”
But this approach, he admits, comes at a cost, lower quality, burnout, and high turnover.
Burnout & Brain Drain
A 2023 Deloitte report on workplace mental health found that more than 50% of creative professionals in India reported feeling burnt out in the past year with workload and lack of role clarity among the top reasons.
“Most of us signed up to specialize and grow in one craft,” says Ankush Sharma, a graphic designer who quit his agency job last year after being asked to handle client strategy and copywriting in addition to design. “But what we get instead is unrealistic expectations and no room to excel.”
What Can Be Done?
Experts recommend that companies return to clear, role-specific hiring practices and invest in skill development instead of stretching individuals thin.
“Specialization matters,” says Khanna. “If you want good strategy, hire a strategist. If you want great visuals, hire a designer. Otherwise, everyone suffers, the employee, the brand, and the consumer.”
The Bigger Picture
Ironically, while the marketing industry itself preaches the value of focused messaging and targeted campaigns, it struggles to apply the same principle in its workforce.
Until then, professionals will continue to narrate their woes on social media under the hashtags #OverworkedUnderpaid and #OneManArmy, clamoring for better job descriptions and fairer compensation.
A Wake-up Call
As India’s creative economy grows, projected to cross ₹3.5 trillion by 2027, according to KPMG, companies would do well to recognize that creativity doesn’t thrive under exhaustion.
“You can’t expect one person to bring the vision of six people,” says Menon. “Not if you care about quality.”
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