As we look ahead to 2026, the landscape for communications and marketing teams is shifting faster than ever. Organisations are navigating economic uncertainty, tighter budgets and the rapid influence of new technology, all while senior leaders face increasing pressure to build teams that are agile, strategic and future-ready.
With this in mind, some of our VMA Group team shared their thoughts on the skills that will be in highest demand, the hiring challenges leaders should prepare for, and the emerging team structures that will shape the year ahead.
The Skills That Will Define 2026
In 2026, success will belong those organisations that combine strategic expertise with technological know-how and adaptability.
- Strategic Communications & Stakeholder Engagement: Senior leaders are focused on closing skills gaps in their teams. Roles that drive reputation, handle complex issues and engage stakeholders strategically will remain highly sought after.
“Organisations continue to restructure communications teams, and we expect more changes in 2026 as budgets tighten. We do see opportunities arising for 2026, particularly in strategic communications, stakeholder-led public affairs, and corporate expertise around reputation and issues management.”
Lucy Cairncross, Managing Director
- AI & Digital Skills: Technology is transforming how teams work and how businesses maintain visibility. AI SEO, in particular, is becoming critical for brands that want to stay front-of-mind with consumers.
“One of the most important skills for 2026 will be AI SEO. Tools like ChatGPT and Perplexity draw from a wide range of sources beyond traditional search engines. Businesses that ignore this risk losing their share of attention to more agile competitors.”
Jack Pascoe, Senior Consultant
- Adaptability & Flexible Talent Models: With rapid change and project-based work on the rise, the ability to pivot and adapt is key. Contract and interim roles are increasingly important alongside permanent positions.
“AI skills will be crucial in 2026, alongside the ability to adapt to pace and change. We’re also seeing a more proportionate demand for contract and interim roles compared with permanent positions.”
Gabriel Charles, Senior Consultant
The Challenges Ahead
Hiring in 2026 won’t be straightforward. Organisations face multiple pressures that could affect how quickly and effectively they secure the talent they need.
- Budget pressures and economic uncertainty continue to shape recruitment decisions
- AI adoption is changing the skills and experience required across functions
- Competition for senior talent remains intense
“Budget pressures, economic uncertainty and the rise of AI are all shaping the hiring landscape for 2026. Those who can anticipate these challenges and adapt their recruitment strategies accordingly will have a real advantage in securing the talent they need.”
Gabriel Charles, Senior Consultant
Forward-thinking organisations will need to plan ahead, update role profiles and remain flexible in how they hire and deploy talent.
Emerging Leadership & Team Structures
Leadership models and team structures are evolving to meet new business realities. Two trends stand out:
- Fractional Leadership: Accessing senior expertise without expanding permanent headcount is becoming common.
“The trend toward fractional leadership is definitely continuing. For a lot of organisations, it’s the best way to access senior expertise without making significant structural changes to the team.”
Gabriel Charles, Senior Consultant
- Shifts in Team Shape: Traditional team hierarchies are adapting, particularly at entry and mid-level, in response to technology and workflow changes.
“There seems to be a shift in discussions around how the traditional triangular shaped team may move to become a more diamond shaped model. This may become more prevalent as we see the impact of AI adoption within communications functions and its knock-on effect on hiring at the more entry to mid-level.”
Lucy Cairncross, Managing Director
These shifts show that 2026 is about flexibility, adaptability and smarter deployment of talent, rather than simply increasing headcount.
Preparing for the Year Ahead
2026 will reward teams that can think strategically, adapt quickly and embrace new ways of working. By understanding the skills and challenges ahead, leaders can make smarter hiring decisions and strengthen their communications and marketing functions.
If you’re looking to prepare your team for the year ahead, VMA Group can support you with specialist talent support and advisory insight to help you build a function that’s ready for 2026.
