Table 1Transition record

chief marketing officertomarketing manager

A chief marketing officer already meets 52% of what the marketing manager role asks for. The move turns on 14 required skills not yet in the profile.

From chief marketing officer

52%

Overlap1

To marketing manager

44 Skills carried over

14 Required, not held

64 Difficulty2

adjacent 0–30

moderate 30–55

substantial 55–75

career change 75–100

this move, 64

This move: 64 of 100 · substantial

1 Share of the marketing manager role’s weighted skill requirement already met by the chief marketing officer 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 44 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 chief marketing officer background worth leading with.

Skill the target role also needs Area

already held use theoretical marketing models management skills
already held market entry strategies business, administration and law
already held neuromarketing techniques business, administration and law
already held conduct online competitive analysis management skills
already held customer segmentation business, administration and law
already held online ads campaign techniques business, administration and law

All 44 carried skills, including the 29 the marketing manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 65 missing skills fall into 8 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, 10 supplementary

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

optional, not held cost management 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 public relations optional
optional, not held sales department processes optional
optional, not held social media management optional
optional, not held telemarketing optional

02 management skills 4 required, 17 supplementary

required, not held organise participation in local or international events required
required, not held apply strategic thinking required
required, not held integrate strategic foundation in daily performance required
required, not held perform project management 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 staff 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

03 information skills 3 required, 3 supplementary

required, not held analyse business plans required
required, not held analyse customer service surveys required
required, not held evaluate advertising campaign 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

04 communication, collaboration and creativity 1 required, 13 supplementary

required, not held collaborate in the development of marketing strategies 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 apply social media marketing 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 distribution channel managers optional
optional, not held use different communication channels optional

05 information and communication technologies (icts) 3 supplementary

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

06 generic programmes and qualifications 2 supplementary

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

2 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 44 skills that carry over

Skill Type

already held align efforts towards business development skill
already held analyse consumer buying trends skill
already held analyse external factors of companies skill
already held analyse internal factors of companies skill
already held analyse work-related written reports skill
already held brand marketing techniques knowledge
already held content marketing strategy knowledge
already held coordinate marketing plan actions skill
already held create annual marketing budget skill
already held define measurable marketing objectives skill
already held evaluate marketing content skill
already held identify potential markets for companies skill
already held impart business plans to collaborators skill
already held implement marketing strategies skill
already held integrate marketing strategies with the global strategy skill
already held manage budgets skill
already held manage profitability skill
already held market pricing knowledge
already held marketing analytics knowledge
already held marketing mix knowledge
already held perform market research skill
already held plan marketing campaigns skill
already held plan marketing strategy skill
already held plan social media marketing campaigns skill
already held project management knowledge
already held relationship marketing knowledge
already held services marketing knowledge
already held study sales levels of products skill
already held track key performance indicators skill
already held conduct online competitive analysis skill
already held customer insight knowledge
already held customer segmentation knowledge
already held e-commerce systems knowledge
already held international trade knowledge
already held liaise with advertising agencies skill
already held liaise with managers skill
already held market entry strategies knowledge
already held neuromarketing techniques knowledge
already held online ads campaign techniques knowledge
already held social media marketing techniques knowledge
already held statistics knowledge
already held use analytics for commercial purposes skill
already held use theoretical marketing models skill
already held web strategy assessment knowledge

The 2 learning areas not shown above

Skill to acquire Tier

07 working with computers 2 supplementary

optional, not held conduct search engine optimisation optional
optional, not held use content management system software optional

08 arts and humanities 1 supplementary

optional, not held content development processes optional

51 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 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 apply social media marketing 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 conduct search engine optimisation optional
optional, not held content development processes optional
optional, not held contract law optional
optional, not held coordinate events 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 liaise with distribution channel managers optional
optional, not held manage accounts optional
optional, not held manage distribution channels optional
optional, not held manage staff optional
optional, not held manage the handling of promotional materials optional

11 further entries not listed here

19 held skills the marketing manager role does not ask for

Skill Type

not needed by the target role analyse supply chain strategies skill
not needed by the target role business management principles knowledge
not needed by the target role communicate with customer service department skill
not needed by the target role consumer law knowledge
not needed by the target role develop public relations strategies skill
not needed by the target role financial capability knowledge
not needed by the target role graphic design knowledge
not needed by the target role interpret financial statements skill
not needed by the target role make data-driven decisions skill
not needed by the target role manage development of promotional material skill
not needed by the target role manage yield skill
not needed by the target role market analysis knowledge
not needed by the target role printing techniques knowledge
not needed by the target role prospect new customers skill
not needed by the target role quality assurance methodologies knowledge
not needed by the target role reputation management knowledge
not needed by the target role subsidiary operations knowledge
not needed by the target role trading law knowledge
not needed by the target role trendwatching knowledge

22 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 channel marketing required
required, not held market research required
required, not held marketing management required
required, not held marketing principles required
required, not held pricing strategies required
optional, not held cost management 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 public relations optional
optional, not held sales department processes optional
optional, not held social media management optional
optional, not held teamwork principles optional
optional, not held telemarketing optional
optional, not held web analytics optional

Index

Other moves recorded from chief marketing officer

Full index of moves from chief marketing officer

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.