Career Overlap Transition record Edition 1 · ESCO v1.2.1
Table 1Transition record

online marketertodigital marketing manager

A online marketer already meets 44% of what the digital marketing manager role asks for. The move turns on 16 required skills not yet in the profile.

From online marketer
44%
Overlap1
To digital marketing manager
21 Skills carried over
16 Required, not held
63.7 Difficulty2
Career overlap Partial match

44%

Learning distance Substantial retraining

63.7/ 100

1 Share of the digital marketing manager role’s weighted skill requirement already met by the online marketer 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 digital marketing manager role treats 13 of its required skills as things a online marketer already does. These are the ones it depends on most.

  • apply social media marketing
  • company policies
  • conduct online competitive analysis
  • develop digital content
  • digital communication and collaboration
  • e-commerce systems

What stands in the way is 16 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 21 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 online marketer background worth leading with.

Skill the target role also needs Area
  • already held apply customer engagement strategy management skills
  • already held neuromarketing techniques business, administration and law
  • already held execute email marketing communication, collaboration and creativity
  • 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

All 21 carried skills, including the 13 the digital marketing manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 28 missing skills fall into 6 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 6 required, 5 supplementary
  • required, not held digital marketing techniques required
  • required, not held mobile marketing required
  • required, not held brand marketing techniques required
  • required, not held marketing analytics required
  • required, not held social media management required
  • required, not held social media marketing techniques required
  • optional, not held pay-per-click optional
  • optional, not held services marketing optional
  • optional, not held advertising techniques optional
  • optional, not held relationship marketing optional
  • optional, not held reputation management optional
02 management skills 4 required, 3 supplementary
  • required, not held design brand's online communication plan required
  • required, not held identify new business opportunities required
  • required, not held integrate marketing strategies with the global strategy required
  • required, not held plan marketing campaigns required
  • optional, not held carry out event management optional
  • optional, not held manage staff optional
  • optional, not held stimulate creativity in the team optional
03 communication, collaboration and creativity 2 required, 1 supplementary
  • required, not held set brand positioning required
  • required, not held perform customers’ needs analysis required
  • optional, not held execute marketing plan optional
04 information skills 2 required
  • required, not held analyse consumer buying trends required
  • required, not held perform business analysis required
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 and communication technologies (icts) 1 required, 1 supplementary
  • required, not held web analytics required
  • optional, not held data protection optional
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 21 skills that carry over
Skill Type
  • already held apply social media marketing skill
  • already held company policies knowledge
  • already held conduct online competitive analysis skill
  • already held develop digital content skill
  • already held digital communication and collaboration skill
  • already held e-commerce systems knowledge
  • already held neuromarketing techniques knowledge
  • already held online ads campaign techniques knowledge
  • already held perform market research skill
  • already held plan digital marketing skill
  • already held plan social media marketing campaigns skill
  • already held use e-services skill
  • already held web strategy assessment knowledge
  • already held apply customer engagement strategy skill
  • already held conduct search engine optimisation skill
  • already held content marketing strategy knowledge
  • already held creatively use digital technologies skill
  • already held execute email marketing skill
  • already held implement marketing strategies skill
  • already held perform online data analysis skill
  • already held perform project management skill
12 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 services marketing optional
  • optional, not held advertising techniques optional
  • optional, not held carry out event management optional
  • optional, not held execute marketing plan optional
  • optional, not held interactive media optional
  • optional, not held manage staff optional
  • optional, not held relationship marketing optional
  • optional, not held reputation management optional
  • optional, not held stimulate creativity in the team optional
25 held skills the digital marketing manager role does not ask for
Skill Type
  • not needed by the target role ICT communications protocols knowledge
  • not needed by the target role adapt to change in marketing skill
  • not needed by the target role apply information security policies skill
  • not needed by the target role apply strategic thinking skill
  • not needed by the target role communicate price changes skill
  • not needed by the target role competition law knowledge
  • not needed by the target role conduct mobile marketing skill
  • not needed by the target role create new concepts skill
  • not needed by the target role deal with pressure from unexpected circumstances skill
  • not needed by the target role develop inclusive communication material skill
  • not needed by the target role execute conversion testing skill
  • not needed by the target role implement sales strategies skill
  • not needed by the target role information confidentiality knowledge
  • not needed by the target role inspect data skill
  • not needed by the target role intellectual property law knowledge
  • not needed by the target role manage budgets skill
  • not needed by the target role perform copywriting skill
  • not needed by the target role perform image editing skill
  • not needed by the target role perform video editing skill
  • not needed by the target role printed goods processes knowledge
  • not needed by the target role protect personal data and privacy skill
  • not needed by the target role supervise brand management skill
  • not needed by the target role use content management system software skill
  • not needed by the target role use different communication channels skill
  • not needed by the target role use personal organization software skill
16 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 digital marketing techniques required
  • required, not held mobile marketing required
  • required, not held brand marketing techniques required
  • required, not held digital media required
  • required, not held marketing analytics required
  • required, not held social media management required
  • required, not held social media marketing techniques required
  • required, not held web analytics 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 services marketing optional
  • optional, not held advertising techniques optional
  • optional, not held interactive media optional
  • optional, not held relationship marketing optional
  • optional, not held reputation management optional
Index

Other moves recorded from online marketer

Full index of moves from online marketer

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.