Career Overlap Transition record
RecordMove

Digital marketing manager to marketing manager

A digital marketing manager already meets 24% of what the marketing manager role asks for. The move turns on 31 required skills not yet in the profile.

Fig. 1 · Skill transfer ESCO v1.2.1 · directional
From digital marketing manager
24 % overlap
Distant match
To marketing manager
23 You already bring
31 Still to learn
109 Skills in the target role2
Learning distance A rebuild

84/ 100

1 How much of what a marketing manager is expected to do is already part of a digital marketing manager’s work. Directional: the figure for the reverse move differs, because moving into a speciality is not the same problem as moving out of one. 2 Every skill the marketing manager role is recorded as needing, required and optional together. What these numbers mean.

Why

Why this move works

A marketing manager role treats 12 of its required skills as things a digital marketing manager already does. You would walk in with these on day one.

  • analyse consumer buying trends
  • brand marketing techniques
  • content marketing strategy
  • implement marketing strategies
  • integrate marketing strategies with the global strategy
  • marketing analytics

What stands in the way is 31 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 23 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 digital 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 12 the marketing manager role treats as required.

Table 3

Table 3 · What you may need to learn

The 86 missing skills fall into 9 areas of the ESCO skill hierarchy, numbered in the order worth working in. Areas carrying the most required skills come first, and inside each one the required skills sit above the optional ones. Nothing here is a verdict on you: it is a list of what this particular job asks for that your current one does not.

Skill to pick up Tier
01 management skills 10 required, 17 supplementary
  • still to learn organise participation in local or international events required
  • still to learn apply strategic thinking required
  • still to learn coordinate marketing plan actions required
  • still to learn create annual marketing budget required
  • still to learn define measurable marketing objectives required
  • still to learn identify potential markets for companies required
  • still to learn integrate strategic foundation in daily performance required
  • still to learn manage budgets required
  • still to learn manage profitability required
  • still to learn plan marketing strategy 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 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
  • optional, not held use theoretical marketing models optional
02 business, administration and law 9 required, 13 supplementary
  • still to learn corporate social responsibility required
  • still to learn market pricing required
  • still to learn project management required
  • still to learn channel marketing required
  • still to learn market research required
  • still to learn marketing management required
  • still to learn marketing mix required
  • still to learn marketing principles required
  • still to learn pricing strategies required
  • optional, not held cost management optional
  • optional, not held customer insight 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 customer segmentation optional
  • optional, not held international trade optional
  • optional, not held market entry strategies optional
  • optional, not held public relations optional
  • optional, not held sales department processes optional
  • optional, not held telemarketing optional
03 information skills 9 required, 4 supplementary
  • still to learn analyse business plans required
  • still to learn analyse customer service surveys required
  • still to learn analyse external factors of companies required
  • still to learn analyse internal factors of companies required
  • still to learn analyse work-related written reports required
  • still to learn evaluate advertising campaign required
  • still to learn evaluate marketing content required
  • still to learn study sales levels of products required
  • still to learn track key performance indicators 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
  • optional, not held use analytics for commercial purposes optional
04 communication, collaboration and creativity 3 required, 14 supplementary
  • still to learn align efforts towards business development required
  • still to learn collaborate in the development of marketing strategies required
  • still to learn impart business plans to collaborators 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 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 advertising agencies optional
  • optional, not held liaise with distribution channel managers optional
  • optional, not held liaise with managers optional
  • optional, not held use different communication channels optional
05 generic programmes and qualifications 2 supplementary
  • optional, not held communication principles optional
  • optional, not held teamwork principles optional
06 information and communication technologies (icts) 2 supplementary
  • optional, not held information confidentiality optional
  • optional, not held keywords in digital content optional

3 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 23 skills that carry over
Skill Type
  • already held analyse consumer buying trends skill
  • already held brand marketing techniques knowledge
  • already held content marketing strategy knowledge
  • already held implement marketing strategies skill
  • already held integrate marketing strategies with the global strategy skill
  • already held marketing analytics knowledge
  • already held perform market research skill
  • already held perform project management skill
  • already held plan marketing campaigns skill
  • already held plan social media marketing campaigns skill
  • already held relationship marketing knowledge
  • already held services marketing knowledge
  • already held apply social media marketing skill
  • already held conduct online competitive analysis skill
  • already held conduct search engine optimisation skill
  • already held e-commerce systems knowledge
  • already held manage staff skill
  • already held neuromarketing techniques knowledge
  • already held online ads campaign techniques knowledge
  • already held social media management knowledge
  • already held social media marketing techniques knowledge
  • already held web analytics knowledge
  • already held web strategy assessment knowledge
The 3 learning areas not shown above
Skill to pick up Tier
07 arts and humanities 1 supplementary
  • optional, not held content development processes optional
08 natural sciences, mathematics and statistics 1 supplementary
  • optional, not held statistics optional
09 working with computers 1 supplementary
  • optional, not held use content management system software optional
55 supplementary skills, helpful but not required
Skill to pick up 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 customer insight 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 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 content development processes optional
  • optional, not held contract law optional
  • optional, not held coordinate events optional
  • optional, not held customer segmentation 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 international trade optional
  • optional, not held liaise with advertising agencies optional
  • optional, not held liaise with distribution channel managers optional
  • optional, not held liaise with managers optional
  • optional, not held manage accounts optional

15 further entries not listed here

26 held skills the marketing manager role does not ask for
Skill Type
  • not needed by the target role advertising techniques knowledge
  • not needed by the target role apply customer engagement strategy skill
  • not needed by the target role carry out event management skill
  • not needed by the target role company policies 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 design brand's online communication plan skill
  • 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 ethics of sharing work through social media knowledge
  • not needed by the target role execute email marketing skill
  • not needed by the target role execute marketing plan skill
  • not needed by the target role identify new business opportunities skill
  • not needed by the target role interactive media knowledge
  • not needed by the target role mobile marketing 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 customers’ needs analysis skill
  • not needed by the target role perform online data analysis skill
  • not needed by the target role plan digital marketing skill
  • not needed by the target role reputation management knowledge
  • not needed by the target role set brand positioning skill
  • not needed by the target role stimulate creativity in the team skill
  • not needed by the target role use e-services skill
28 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 pick up Tier
  • still to learn corporate social responsibility required
  • still to learn market pricing required
  • still to learn project management required
  • still to learn channel marketing required
  • still to learn market research required
  • still to learn marketing management required
  • still to learn marketing mix required
  • still to learn marketing principles required
  • still to learn pricing strategies required
  • optional, not held cost management optional
  • optional, not held customer insight 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 customer segmentation optional
  • optional, not held international trade optional
  • optional, not held market entry strategies optional
  • optional, not held public relations optional
  • optional, not held sales department processes optional
  • optional, not held statistics optional
  • optional, not held teamwork principles optional
  • optional, not held telemarketing optional
Index

Other moves recorded from digital marketing manager

Full index of moves from digital marketing manager

FAQ

Common questions about this move

Can a digital marketing manager become a marketing manager?

Yes, and it is a career change move. A digital marketing manager already covers 24% of what a marketing manager is expected to do: 23 skills carry over, 12 of which the marketing manager role treats as required.

What skills does a digital marketing manager need to become a marketing manager?

31 required skills are missing, plus 55 optional ones. They fall into 9 areas of the ESCO skill hierarchy, led by management skills. The single most important is organise participation in local or international events.

How hard is the move from digital marketing manager to marketing manager?

Its learning distance is 84 out of 100, which is the career change band. That accounts for both how much is missing and how specialised those skills are.

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.