Table 1Transition record

marketing managertodigital marketing manager

A marketing manager already meets 51% of what the digital marketing manager role asks for. The move turns on 13 required skills not yet in the profile.

From marketing manager

51%

Overlap1

To digital marketing manager

23 Skills carried over

13 Required, not held

58.1 Difficulty2

adjacent 0–30

moderate 30–55

substantial 55–75

career change 75–100

this move, 58.1

This move: 58.1 of 100 · substantial

1 Share of the digital marketing 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 23 skills that carry over, these are the ones fewest other occupations ask for. A digital marketing 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 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 16 the digital marketing manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 26 missing skills fall into 7 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 business, administration and law 3 required, 3 supplementary

required, not held company policies required
required, not held digital marketing techniques required
required, not held mobile marketing required

optional, not held pay-per-click optional
optional, not held advertising techniques optional
optional, not held reputation management optional

02 management skills 3 required, 3 supplementary

required, not held design brand's online communication plan required
required, not held identify new business opportunities required
required, not held plan digital marketing required

optional, not held apply customer engagement strategy optional
optional, not held carry out event management optional
optional, not held stimulate creativity in the team optional

03 working with computers 3 required, 2 supplementary

required, not held digital communication and collaboration required
required, not held develop digital content required
required, not held use e-services required

optional, not held creatively use digital technologies optional
optional, not held perform online data analysis optional

04 communication, collaboration and creativity 2 required, 2 supplementary

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

optional, not held execute email marketing optional
optional, not held execute marketing plan optional

05 arts and humanities 1 required, 2 supplementary

required, not held digital media required

optional, not held ethics of sharing work through social media optional
optional, not held interactive media optional

06 information skills 1 required

required, not held perform business analysis required

1 further area in the appendix

Table 4

Table 4 · Where to start

The 3 entries a digital 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 apply social media marketing skill
already held brand marketing techniques knowledge
already held conduct online competitive analysis skill
already held e-commerce systems knowledge
already held integrate marketing strategies with the global strategy skill
already held marketing analytics knowledge
already held neuromarketing techniques knowledge
already held online ads campaign techniques knowledge
already held perform market research skill
already held plan marketing campaigns skill
already held plan social media marketing campaigns skill
already held social media management knowledge
already held social media marketing techniques knowledge
already held web analytics knowledge
already held web strategy assessment knowledge
already held conduct search engine optimisation skill
already held content marketing strategy knowledge
already held implement marketing strategies skill
already held manage staff skill
already held perform project management skill
already held relationship marketing knowledge
already held services marketing knowledge

The 1 learning area not shown above

Skill to acquire Tier

07 information and communication technologies (icts) 1 supplementary

optional, not held data protection optional

13 supplementary skills, helpful but not required

Skill to acquire Tier

optional, not held pay-per-click optional
optional, not held data protection optional
optional, not held ethics of sharing work through social media optional
optional, not held advertising techniques optional
optional, not held apply customer engagement strategy optional
optional, not held carry out event management optional
optional, not held creatively use digital technologies optional
optional, not held execute email marketing optional
optional, not held execute marketing plan optional
optional, not held interactive media optional
optional, not held perform online data analysis optional
optional, not held reputation management optional
optional, not held stimulate creativity in the team optional

86 held skills the digital marketing 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 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 apply strategic thinking 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 business intelligence knowledge
not needed by the target role carry out sales analysis skill
not needed by the target role channel marketing 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 content development processes 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 annual marketing budget skill
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 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
not needed by the target role implement sales strategies skill

46 further entries not listed here

10 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 digital marketing techniques required
required, not held mobile marketing required
required, not held digital media required
optional, not held pay-per-click optional
optional, not held data protection optional
optional, not held ethics of sharing work through social media optional
optional, not held advertising techniques optional
optional, not held interactive media optional
optional, not held reputation management 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.