Table 1Transition record

digital marketing managertomarketing manager

A digital marketing manager already meets 24% of what the marketing manager role asks for. The move turns on 31 required skills not yet in the profile.

From digital marketing manager

24%

Overlap1

To marketing manager

23 Skills carried over

31 Required, not held

84 Difficulty2

Career overlap Distant match

24%

Learning distance A rebuild

84/ 100

adjacentmoderatesubstantialcareer change

1 Share of the marketing manager role’s weighted skill requirement already met by the digital marketing manager profile. Required skills count in full, supplementary skills at 0.35. Directional: the figure for the reverse move differs. 2 Combines what is missing with how specialised it is, so a gap of general skills scores easier than the same number of narrow ones.

Why

Why this move works

A marketing manager role treats 12 of its required skills as things a digital marketing manager already does. These are the ones it depends on most.

analyse consumer buying trends
brand marketing techniques
content marketing strategy
implement marketing strategies
integrate marketing strategies with the global strategy
marketing analytics

What stands in the way is 31 required skills the profile does not yet cover. Table 3 groups them; Table 4 says which to take first.

Table 2

Table 2 · What you already bring

Of the 23 skills that carry over, these are the ones fewest other occupations ask for. A marketing manager role needs them, and most people applying for one will not have them already. This is the part of a digital marketing manager background worth leading with.

Skill the target role also needs Area

already held neuromarketing techniques business, administration and law
already held conduct online competitive analysis management skills
already held online ads campaign techniques business, administration and law
already held web strategy assessment business, administration and law
already held plan social media marketing campaigns management skills
already held integrate marketing strategies with the global strategy management skills

All 23 carried skills, including the 12 the marketing manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 86 missing skills fall into 9 areas of the ESCO skill hierarchy, numbered below in the order worth working in: the areas carrying the most required skills come first, and inside each one the required skills sit above the supplementary ones.

Skill to acquire Tier

01 management skills 10 required, 17 supplementary

required, not held organise participation in local or international events required
required, not held apply strategic thinking required
required, not held coordinate marketing plan actions required
required, not held create annual marketing budget required
required, not held define measurable marketing objectives required
required, not held identify potential markets for companies required
required, not held integrate strategic foundation in daily performance required
required, not held manage budgets required
required, not held manage profitability required
required, not held plan marketing strategy required

optional, not held create media plan optional
optional, not held develop business plans optional
optional, not held manage content development projects optional
optional, not held perform product planning optional
optional, not held set sales goals optional
optional, not held supervise sales activities optional
optional, not held analyse data about clients optional
optional, not held assist in developing marketing campaigns optional
optional, not held coordinate events optional
optional, not held identify market niches optional
optional, not held manage accounts optional
optional, not held manage distribution channels optional
optional, not held manage the handling of promotional materials optional
optional, not held perform multiple tasks at the same time optional
optional, not held plan events optional
optional, not held prepare exhibition marketing plan optional
optional, not held use theoretical marketing models optional

02 business, administration and law 9 required, 13 supplementary

required, not held corporate social responsibility required
required, not held market pricing required
required, not held project management required
required, not held channel marketing required
required, not held market research required
required, not held marketing management required
required, not held marketing mix required
required, not held marketing principles required
required, not held pricing strategies required

optional, not held cost management optional
optional, not held customer insight optional
optional, not held sales argumentation optional
optional, not held sales strategies optional
optional, not held search engine optimisation optional
optional, not held business intelligence optional
optional, not held contract law optional
optional, not held customer segmentation optional
optional, not held international trade optional
optional, not held market entry strategies optional
optional, not held public relations optional
optional, not held sales department processes optional
optional, not held telemarketing optional

03 information skills 9 required, 4 supplementary

required, not held analyse business plans required
required, not held analyse customer service surveys required
required, not held analyse external factors of companies required
required, not held analyse internal factors of companies required
required, not held analyse work-related written reports required
required, not held evaluate advertising campaign required
required, not held evaluate marketing content required
required, not held study sales levels of products required
required, not held track key performance indicators required

optional, not held carry out sales analysis optional
optional, not held estimate profitability optional
optional, not held forecast sales over periods of time optional
optional, not held use analytics for commercial purposes optional

04 communication, collaboration and creativity 3 required, 14 supplementary

required, not held align efforts towards business development required
required, not held collaborate in the development of marketing strategies required
required, not held impart business plans to collaborators required

optional, not held develop online community plan optional
optional, not held implement sales strategies optional
optional, not held maintain relationship with suppliers optional
optional, not held negotiate sales contracts optional
optional, not held promote event optional
optional, not held approve advertising campaign optional
optional, not held communicate with customers optional
optional, not held conduct mobile marketing optional
optional, not held ensure client orientation optional
optional, not held ensure cross-department cooperation optional
optional, not held liaise with advertising agencies optional
optional, not held liaise with distribution channel managers optional
optional, not held liaise with managers optional
optional, not held use different communication channels optional

05 generic programmes and qualifications 2 supplementary

optional, not held communication principles optional
optional, not held teamwork principles optional

06 information and communication technologies (icts) 2 supplementary

optional, not held information confidentiality optional
optional, not held keywords in digital content optional

3 further areas in the appendix

Table 4

Table 4 · Where to start

The 3 entries a marketing manager role is least likely to hire without. The ordering is computed from the skill data, not from what pays.

Each entry opens a course search for that skill. Career Overlap earns nothing from these links.

Appendix

Appendix · The rest of the record

All 23 skills that carry over

Skill Type

already held analyse consumer buying trends skill
already held brand marketing techniques knowledge
already held content marketing strategy knowledge
already held implement marketing strategies skill
already held integrate marketing strategies with the global strategy skill
already held marketing analytics knowledge
already held perform market research skill
already held perform project management skill
already held plan marketing campaigns skill
already held plan social media marketing campaigns skill
already held relationship marketing knowledge
already held services marketing knowledge
already held apply social media marketing skill
already held conduct online competitive analysis skill
already held conduct search engine optimisation skill
already held e-commerce systems knowledge
already held manage staff skill
already held neuromarketing techniques knowledge
already held online ads campaign techniques knowledge
already held social media management knowledge
already held social media marketing techniques knowledge
already held web analytics knowledge
already held web strategy assessment knowledge

The 3 learning areas not shown above

Skill to acquire Tier

07 arts and humanities 1 supplementary

optional, not held content development processes optional

08 natural sciences, mathematics and statistics 1 supplementary

optional, not held statistics optional

09 working with computers 1 supplementary

optional, not held use content management system software optional

55 supplementary skills, helpful but not required

Skill to acquire Tier

optional, not held carry out sales analysis optional
optional, not held cost management optional
optional, not held create media plan optional
optional, not held customer insight optional
optional, not held develop business plans optional
optional, not held develop online community plan optional
optional, not held implement sales strategies optional
optional, not held information confidentiality optional
optional, not held keywords in digital content optional
optional, not held maintain relationship with suppliers optional
optional, not held manage content development projects optional
optional, not held negotiate sales contracts optional
optional, not held perform product planning optional
optional, not held promote event optional
optional, not held sales argumentation optional
optional, not held sales strategies optional
optional, not held search engine optimisation optional
optional, not held set sales goals optional
optional, not held supervise sales activities optional
optional, not held analyse data about clients optional
optional, not held approve advertising campaign optional
optional, not held assist in developing marketing campaigns optional
optional, not held business intelligence optional
optional, not held communicate with customers optional
optional, not held communication principles optional
optional, not held conduct mobile marketing optional
optional, not held content development processes optional
optional, not held contract law optional
optional, not held coordinate events optional
optional, not held customer segmentation optional
optional, not held ensure client orientation optional
optional, not held ensure cross-department cooperation optional
optional, not held estimate profitability optional
optional, not held forecast sales over periods of time optional
optional, not held identify market niches optional
optional, not held international trade optional
optional, not held liaise with advertising agencies optional
optional, not held liaise with distribution channel managers optional
optional, not held liaise with managers optional
optional, not held manage accounts optional

15 further entries not listed here

26 held skills the marketing manager role does not ask for

Skill Type

not needed by the target role advertising techniques knowledge
not needed by the target role apply customer engagement strategy skill
not needed by the target role carry out event management skill
not needed by the target role company policies knowledge
not needed by the target role creatively use digital technologies skill
not needed by the target role data protection knowledge
not needed by the target role design brand's online communication plan skill
not needed by the target role develop digital content skill
not needed by the target role digital communication and collaboration skill
not needed by the target role digital marketing techniques knowledge
not needed by the target role digital media knowledge
not needed by the target role ethics of sharing work through social media knowledge
not needed by the target role execute email marketing skill
not needed by the target role execute marketing plan skill
not needed by the target role identify new business opportunities skill
not needed by the target role interactive media knowledge
not needed by the target role mobile marketing knowledge
not needed by the target role pay-per-click knowledge
not needed by the target role perform business analysis skill
not needed by the target role perform customers’ needs analysis skill
not needed by the target role perform online data analysis skill
not needed by the target role plan digital marketing skill
not needed by the target role reputation management knowledge
not needed by the target role set brand positioning skill
not needed by the target role stimulate creativity in the team skill
not needed by the target role use e-services skill

28 gaps that are knowledge rather than practice

Knowledge gaps usually close through study. Practical skill gaps usually need something you can point at.

Skill to acquire Tier

required, not held corporate social responsibility required
required, not held market pricing required
required, not held project management required
required, not held channel marketing required
required, not held market research required
required, not held marketing management required
required, not held marketing mix required
required, not held marketing principles required
required, not held pricing strategies required
optional, not held cost management optional
optional, not held customer insight optional
optional, not held information confidentiality optional
optional, not held keywords in digital content optional
optional, not held sales argumentation optional
optional, not held sales strategies optional
optional, not held search engine optimisation optional
optional, not held business intelligence optional
optional, not held communication principles optional
optional, not held content development processes optional
optional, not held contract law optional
optional, not held customer segmentation optional
optional, not held international trade optional
optional, not held market entry strategies optional
optional, not held public relations optional
optional, not held sales department processes optional
optional, not held statistics optional
optional, not held teamwork principles optional
optional, not held telemarketing optional

Index

Other moves recorded from digital marketing manager

Full index of moves from digital marketing manager

Note

How this record was compiled

Both occupations are taken from ESCO, which lists the skills and knowledge each occupation is expected to have and marks every one required or optional. Nothing here is a prediction about hiring, and nothing here knows that a particular employer wants a particular certificate. Treat Table 3 as a starting point for your own research rather than a syllabus. The full method states what these figures can and cannot tell you.