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

digital marketing managertobrand manager

A digital marketing manager already meets 37% of what the brand manager role asks for. The move turns on 19 required skills not yet in the profile.

From digital marketing manager
37%
Overlap1
To brand manager
15 Skills carried over
19 Required, not held
69.9 Difficulty2
Career overlap Distant match

37%

Learning distance Substantial retraining

69.9/ 100

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

Why

Why this move works

A brand manager role treats 12 of its required skills as things a digital marketing manager already does. These are the ones it depends on most.

  • apply social media marketing
  • company policies
  • design brand's online communication plan
  • execute marketing plan
  • identify new business opportunities
  • implement marketing strategies

What stands in the way is 19 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 15 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 digital marketing manager background worth leading with.

Skill the target role also needs Area
  • already held design brand's online communication plan management skills
  • already held set brand positioning communication, collaboration and creativity
  • already held carry out event management management skills
  • already held stimulate creativity in the team management skills
  • already held perform customers’ needs analysis communication, collaboration and creativity
  • already held services marketing business, administration and law

All 15 carried skills, including the 12 the brand manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 28 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, 2 supplementary
  • required, not held carry out naming strategies required
  • required, not held create brand guidelines required
  • required, not held organise participation in local or international events required
  • required, not held apply strategic thinking required
  • required, not held coordinate advertising campaigns required
  • required, not held create annual marketing budget required
  • required, not held define brand identity 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
  • optional, not held manage budgets optional
  • optional, not held perform multiple tasks at the same time optional
02 information skills 4 required, 2 supplementary
  • required, not held perform brand analysis required
  • required, not held carry out sales 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
03 business, administration and law 3 required, 2 supplementary
  • required, not held sales strategies required
  • required, not held channel marketing required
  • required, not held consumer goods industry required
  • optional, not held employment law optional
  • optional, not held international business optional
04 communication, collaboration and creativity 1 required, 3 supplementary
  • required, not held implement sales strategies required
  • optional, not held build rapport with people from different cultural backgrounds optional
  • optional, not held maintain relationship with suppliers optional
  • optional, not held plan new packaging designs 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 15 skills that carry over
Skill Type
  • already held apply social media marketing skill
  • already held company policies knowledge
  • already held design brand's online communication plan skill
  • already held execute marketing plan skill
  • already held identify new business opportunities skill
  • already held implement marketing strategies skill
  • already held manage staff skill
  • already held perform customers’ needs analysis skill
  • already held perform market research skill
  • already held plan marketing campaigns skill
  • already held set brand positioning skill
  • already held stimulate creativity in the team skill
  • already held carry out event management skill
  • already held conduct search engine optimisation skill
  • already held services marketing knowledge
9 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 maintain relationship with suppliers optional
  • optional, not held price product optional
  • optional, not held employment law optional
  • optional, not held international business optional
  • optional, not held manage budgets optional
  • optional, not held perform multiple tasks at the same time optional
  • optional, not held plan new packaging designs optional
  • optional, not held seek innovation in current practices optional
34 held skills the brand manager role does not ask for
Skill Type
  • not needed by the target role advertising techniques knowledge
  • not needed by the target role analyse consumer buying trends skill
  • not needed by the target role apply customer engagement strategy skill
  • not needed by the target role brand marketing techniques knowledge
  • not needed by the target role conduct online competitive analysis skill
  • not needed by the target role content marketing strategy knowledge
  • not needed by the target role creatively use digital technologies skill
  • not needed by the target role data protection knowledge
  • not needed by the target role develop digital content skill
  • not needed by the target role digital communication and collaboration skill
  • not needed by the target role digital marketing techniques knowledge
  • not needed by the target role digital media knowledge
  • not needed by the target role e-commerce systems knowledge
  • not needed by the target role ethics of sharing work through social media knowledge
  • not needed by the target role execute email marketing skill
  • not needed by the target role integrate marketing strategies with the global strategy skill
  • not needed by the target role interactive media knowledge
  • not needed by the target role marketing analytics knowledge
  • not needed by the target role mobile marketing knowledge
  • not needed by the target role neuromarketing techniques knowledge
  • not needed by the target role online ads campaign techniques knowledge
  • not needed by the target role pay-per-click knowledge
  • not needed by the target role perform business analysis skill
  • not needed by the target role perform online data analysis skill
  • not needed by the target role perform project management skill
  • not needed by the target role plan digital marketing skill
  • not needed by the target role plan social media marketing campaigns skill
  • not needed by the target role relationship marketing knowledge
  • not needed by the target role reputation management knowledge
  • not needed by the target role social media management knowledge
  • not needed by the target role social media marketing techniques knowledge
  • not needed by the target role use e-services skill
  • not needed by the target role web analytics knowledge
  • not needed by the target role web strategy assessment knowledge
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 sales strategies required
  • required, not held channel marketing 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 digital marketing manager

Full index of moves from digital 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.