Table 1Transition record

marketing managertoonline marketer

A marketing manager already meets 46% of what the online marketer role asks for. The move turns on 14 required skills not yet in the profile.

From marketing manager

46%

Overlap1

To online marketer

19 Skills carried over

14 Required, not held

61.2 Difficulty2

adjacent 0–30

moderate 30–55

substantial 55–75

career change 75–100

this move, 61.2

This move: 61.2 of 100 · substantial

1 Share of the online marketer 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 19 skills that carry over, these are the ones fewest other occupations ask for. A online marketer 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 conduct mobile marketing communication, collaboration and creativity
already held neuromarketing techniques business, administration and law
already held online ads campaign techniques business, administration and law
already held web strategy assessment business, administration and law
already held conduct online competitive analysis management skills
already held plan social media marketing campaigns management skills

All 19 carried skills, including the 14 the online marketer role treats as required.

Table 3

Table 3 · What you would need to learn

The 27 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 working with computers 7 required, 2 supplementary

required, not held execute conversion testing required
required, not held digital communication and collaboration required
required, not held perform video editing required
required, not held creatively use digital technologies required
required, not held develop digital content required
required, not held perform image editing required
required, not held perform online data analysis required

optional, not held use e-services optional
optional, not held use personal organization software optional

02 communication, collaboration and creativity 3 required, 4 supplementary

required, not held create new concepts required
required, not held execute email marketing required
required, not held perform copywriting required

optional, not held adapt to change in marketing optional
optional, not held communicate price changes optional
optional, not held deal with pressure from unexpected circumstances optional
optional, not held develop inclusive communication material optional

03 management skills 2 required, 1 supplementary

required, not held apply customer engagement strategy required
required, not held plan digital marketing required

optional, not held supervise brand management optional

04 business, administration and law 1 required, 3 supplementary

required, not held company policies required

optional, not held competition law optional
optional, not held intellectual property law optional
optional, not held printed goods processes optional

05 information skills 1 required

required, not held inspect data required

06 assisting and caring 2 supplementary

optional, not held apply information security policies optional
optional, not held protect personal data and privacy optional

1 further area in the appendix

Table 4

Table 4 · Where to start

The 3 entries a online marketer 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 19 skills that carry over

Skill Type

already held apply social media marketing skill
already held apply strategic thinking skill
already held conduct mobile marketing skill
already held content marketing strategy knowledge
already held e-commerce systems knowledge
already held implement marketing strategies skill
already held implement sales strategies skill
already held manage budgets skill
already held online ads campaign techniques knowledge
already held perform market research skill
already held perform project management skill
already held use content management system software skill
already held use different communication channels skill
already held web strategy assessment knowledge
already held conduct online competitive analysis skill
already held conduct search engine optimisation skill
already held information confidentiality knowledge
already held neuromarketing techniques knowledge
already held plan social media marketing campaigns skill

The 1 learning area not shown above

Skill to acquire Tier

07 engineering, manufacturing and construction 1 supplementary

optional, not held ICT communications protocols optional

13 supplementary skills, helpful but not required

Skill to acquire Tier

optional, not held adapt to change in marketing optional
optional, not held ICT communications protocols optional
optional, not held apply information security policies optional
optional, not held communicate price changes optional
optional, not held deal with pressure from unexpected circumstances optional
optional, not held competition law optional
optional, not held develop inclusive communication material optional
optional, not held intellectual property law optional
optional, not held printed goods processes optional
optional, not held protect personal data and privacy optional
optional, not held supervise brand management optional
optional, not held use e-services optional
optional, not held use personal organization software optional

90 held skills the online marketer 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 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 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 integrate marketing strategies with the global strategy skill

50 further entries not listed here

5 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
optional, not held ICT communications protocols optional
optional, not held competition law optional
optional, not held intellectual property law optional
optional, not held printed goods processes 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.