OBS Report: Top Digital Profiles 2026
Spain leads the demand for digital talent among Spanish-speaking countries
- Software developers are establishing themselves as the structural profile of today's digital market. They are followed by ICT consultants and digital project managers.
- Data analytics, project management and ICT consulting are now strategic areas within digital talent.
- Traditional social media profiles are losing prominence in a context where organisations are moving towards more complex solutions based on data and technology.
- There is a need for profiles specialising in technology, innovation and digital marketing, as well as profiles focused on data, the cloud and project management.
February 2026. OBS Business School, an institution belonging to the Planeta Formación y Universidades higher education network, publishes the 13th edition of Top Digital Profiles, directed by professors Gustavo Díaz and Jorge Tuñón.More than 126,000 job offers from five different countries were analysed for this study: Spain, Colombia, Mexico, Peru and Ecuador, although Spain represents the largest number of these (64,000), accounting for 51% of the total. Our country maintains a solid lead in the demand for digital talent in the region with a robust and constantly evolving technological ecosystem. This leadership reflects the high degree of digital transformation in the country and the growing need for profiles specialised in technology, innovation and digital marketing, as well as profiles focused on data, the cloud and project management.
The digital talent market is undergoing a period of maturity and structural transformation characterised by a combination of high demand for advanced technical profiles and a growing appreciation of strategic, management and business-technology liaison roles. Figures such as ICT consultants, digital project managers and hybrid profiles have taken on an increasingly prominent role in a context where technological complexity requires integration, leadership and systemic vision skills. We have moved from a market dominated by marketing and digital communication to a scenario in which technological, analytical and engineering talent prevails. And the expansion of artificial intelligence, cloud computing, automation and modern digital architectures will continue to redefine not only the most sought-after profiles, but also the skills expected within each role.
The Top 10 Digital Profiles
- Top 1: Software Developer (43%)
It accounts for up to 43% of digital job offers, displacing traditional marketing roles from the top spot in the ranking. Its dominance confirms the central role of technological development as a driver of business innovation, driven by the modernisation of systems, the creation of digital products and the integration of artificial intelligence-based solutions. This demand is increasingly focused on profiles with knowledge of modern architectures, APIs, cloud, DevOps and AI integration, rather than purely generalist developers. Therefore, this profile is no longer just about technical execution, but has become a strategic business capability.
- Top 2: ICT consultants (19%)
This consolidates their relevance in the Spanish market. This role is essential in supporting organisations in the adoption of emerging technologies, the definition of architectures and the strategic management of digital transformation. Their significant weight reflects a mature business ecosystem, which has already moved beyond the initial digitisation phase and is now committed to optimisation and technological governance.
- Top 3: Digital Project Manager (8%)
A key role in the field of innovation and entrepreneurship. Its importance lies in the need for professionals capable of coordinating multidisciplinary teams, managing agile projects and ensuring the correct implementation of digital initiatives using modern methodologies.
- Top 4: Systems Administrator (7%)
It is an essential role in ensuring the stability, security, and availability of technological infrastructure. Its presence is consistent with a market where the volume of digital platforms and services requires continuous technical maintenance.
- Top 5: Data Analyst, Scientist or Engineer (7%)
Data analysis is once again positioning itself as a strategic discipline in Spain. This profile allows for the interpretation of large volumes of information and the generation of insights that are fundamental to business decision-making. Its stable demand shows the consolidation of data-driven management in the Spanish market. Integration with AI and automation will be the main driver of future growth.
- Top 6: Digital Marketing Specialist (6%)
This role has fallen to sixth place in the ranking after leading it until 2018. Even so, its presence in these top positions underlines the role of the digital environment in commercial strategies. The expansion of online channels, content personalisation and the growth of e-commerce continue to drive the need for specialists with expertise in positioning, performance and marketing analytics. Demand is concentrated on profiles focused on Paid Media, Analytics, Automation, and Performance and Growth, which consolidates digital marketing as a function directly associated with results, rather than institutional communication. As a result, some profiles such as Community Manager, Social Media Manager, and SEO Specialist, which dominated the rankings in the past, are losing relevance.
- Top 7: Software Architects (4%)
They are fundamental in defining and designing scalable and robust solutions. Their demand shows that Spanish companies are moving towards more complex technological models where architecture becomes a critical factor in ensuring the efficiency and evolution of systems.
- Top 8: Cloud Specialist (2%)
It accounts for 2% of demand, placing it eighth in the ranking. This role is key to enabling modern, flexible and secure infrastructures that support digital services.
- Top 9: Quality Assurance Specialist (2%)
Their presence reflects the need to ensure the quality, reliability, and proper functioning of digital products, especially in environments where iterations and deployments are increasingly frequent. This profile is essential to ensure scalability.
- Top 10: Community Manager (2%)
It remains important for managing online communities, interacting with users, and building brands in highly competitive digital environments.
Hybrid skills
The job market values profiles that combine technology, business, and human skills. Professionals who are able to understand the economic and strategic impact of their work, communicate with non-technical areas, and actively participate in decision-making will have a competitive edge over other profiles.
