Table 1Transition record

marketing managertobrand manager

A marketing manager already meets 39% of what the brand manager role asks for. The move turns on 19 required skills not yet in the profile.

From marketing manager

39%

Overlap1

To brand manager

17 Skills carried over

19 Required, not held

68.4 Difficulty2

adjacent 0–30

moderate 30–55

substantial 55–75

career change 75–100

this move, 68.4

This move: 68.4 of 100 · substantial

1 Share of the brand manager role’s weighted skill requirement already met by the 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.

Table 2

Table 2 · What you already bring

Of the 17 skills that carry over, these are the ones fewest other occupations ask for. A brand manager role needs them, and most people applying for one will not have them already. This is the part of a marketing manager background worth leading with.

Skill the target role also needs Area

already held organise participation in local or international events management skills
already held services marketing business, administration and law
already held channel marketing business, administration and law
already held conduct search engine optimisation working with computers
already held create annual marketing budget management skills
already held plan marketing campaigns management skills

All 17 carried skills, including the 12 the brand manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 26 missing skills fall into 5 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, 1 supplementary

required, not held carry out naming strategies required
required, not held create brand guidelines required
required, not held design brand's online communication plan required
required, not held coordinate advertising campaigns required
required, not held define brand identity required
required, not held identify new business opportunities required
required, not held lead the brand strategic planning process required
required, not held manage brand assets required
required, not held select optimal distribution channel required
required, not held stimulate creativity in the team required

optional, not held carry out event management optional

02 communication, collaboration and creativity 3 required, 2 supplementary

required, not held set brand positioning required
required, not held execute marketing plan required
required, not held perform customers’ needs analysis required

optional, not held build rapport with people from different cultural backgrounds optional
optional, not held plan new packaging designs optional

03 information skills 3 required, 2 supplementary

required, not held perform brand analysis required
required, not held comprehend financial business terminology required
required, not held maintain financial records required

optional, not held price product optional
optional, not held seek innovation in current practices optional

04 business, administration and law 2 required, 2 supplementary

required, not held company policies required
required, not held consumer goods industry required

optional, not held employment law optional
optional, not held international business optional

05 working with computers 1 required

required, not held have computer literacy required

Table 4

Table 4 · Where to start

The 3 entries a brand 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 17 skills that carry over

Skill Type

already held apply social media marketing skill
already held apply strategic thinking skill
already held carry out sales analysis skill
already held channel marketing knowledge
already held create annual marketing budget skill
already held implement marketing strategies skill
already held implement sales strategies skill
already held manage staff skill
already held organise participation in local or international events skill
already held perform market research skill
already held plan marketing campaigns skill
already held sales strategies knowledge
already held conduct search engine optimisation skill
already held maintain relationship with suppliers skill
already held manage budgets skill
already held perform multiple tasks at the same time skill
already held services marketing knowledge

7 supplementary skills, helpful but not required

Skill to acquire Tier

optional, not held build rapport with people from different cultural backgrounds optional
optional, not held price product optional
optional, not held carry out event management optional
optional, not held employment law optional
optional, not held international business optional
optional, not held plan new packaging designs optional
optional, not held seek innovation in current practices optional

92 held skills the brand manager role does not ask for

Skill Type

not needed by the target role align efforts towards business development skill
not needed by the target role analyse business plans skill
not needed by the target role analyse consumer buying trends skill
not needed by the target role analyse customer service surveys skill
not needed by the target role analyse data about clients skill
not needed by the target role analyse external factors of companies skill
not needed by the target role analyse internal factors of companies skill
not needed by the target role analyse work-related written reports skill
not needed by the target role approve advertising campaign skill
not needed by the target role assist in developing marketing campaigns skill
not needed by the target role brand marketing techniques knowledge
not needed by the target role business intelligence knowledge
not needed by the target role collaborate in the development of marketing strategies skill
not needed by the target role communicate with customers skill
not needed by the target role communication principles knowledge
not needed by the target role conduct mobile marketing skill
not needed by the target role conduct online competitive analysis skill
not needed by the target role content development processes knowledge
not needed by the target role content marketing strategy knowledge
not needed by the target role contract law knowledge
not needed by the target role coordinate events skill
not needed by the target role coordinate marketing plan actions skill
not needed by the target role corporate social responsibility knowledge
not needed by the target role cost management knowledge
not needed by the target role create media plan skill
not needed by the target role customer insight knowledge
not needed by the target role customer segmentation knowledge
not needed by the target role define measurable marketing objectives skill
not needed by the target role develop business plans skill
not needed by the target role develop online community plan skill
not needed by the target role e-commerce systems knowledge
not needed by the target role ensure client orientation skill
not needed by the target role ensure cross-department cooperation skill
not needed by the target role estimate profitability skill
not needed by the target role evaluate advertising campaign skill
not needed by the target role evaluate marketing content skill
not needed by the target role forecast sales over periods of time skill
not needed by the target role identify market niches skill
not needed by the target role identify potential markets for companies skill
not needed by the target role impart business plans to collaborators skill

52 further entries not listed here

4 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 company policies required
required, not held consumer goods industry required
optional, not held employment law optional
optional, not held international business optional

Index

Other moves recorded from marketing manager

Full index of moves from 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.