Digital marketing manager to online marketer
A digital marketing manager already meets 52% of what the online marketer role asks for. The move turns on 12 required skills not yet in the profile.
56.1/ 100
1 How much of what an online marketer 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 online marketer role is recorded as needing, required and optional together. What these numbers mean.
Why this move works
An online marketer role treats 16 of its required skills as things a digital marketing manager already does. You would walk in with these on day one.
- apply customer engagement strategy
- apply social media marketing
- company policies
- content marketing strategy
- creatively use digital technologies
- develop digital content
What stands in the way is 12 required skills the profile does not yet cover. Table 3 groups them; Table 4 says which to take first.
Table 2 · What you already bring
Of the 21 skills that carry over, these are the ones fewest other occupations ask for. An online marketer 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.
- already held apply customer engagement strategy management skills
- already held execute email 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
All 21 carried skills, including the 16 the online marketer role treats as required.
Table 3 · What you may need to learn
The 25 missing skills fall into 8 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.
- still to learn implement sales strategies required
- still to learn conduct mobile marketing required
- still to learn create new concepts required
- still to learn perform copywriting required
- still to learn use different communication channels 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
- still to learn execute conversion testing required
- still to learn perform video editing required
- still to learn perform image editing required
- still to learn use content management system software required
- optional, not held use personal organization software optional
- still to learn apply strategic thinking required
- still to learn manage budgets required
- optional, not held supervise brand management optional
- still to learn inspect data required
- optional, not held competition law optional
- optional, not held intellectual property law optional
- optional, not held printed goods processes optional
- optional, not held apply information security policies optional
- optional, not held protect personal data and privacy optional
2 further areas in the appendix
Table 4 · Where to start
The 3 entries an online marketer role is least likely to hire without. The ordering is computed from the skill data, not from what pays.
- 01 execute conversion testing practise this
- 02 implement sales strategies practise this
- 03 perform video editing practise this
Each entry opens a course search for that skill. Career Overlap earns nothing from these links.
Appendix · The rest of the record
All 21 skills that carry over
- already held apply customer engagement strategy skill
- already held apply social media marketing skill
- already held company policies knowledge
- already held content marketing strategy knowledge
- already held creatively use digital technologies skill
- already held develop digital content skill
- already held digital communication and collaboration skill
- already held e-commerce systems knowledge
- already held execute email marketing skill
- already held implement marketing strategies skill
- already held online ads campaign techniques knowledge
- already held perform market research skill
- already held perform online data analysis skill
- already held perform project management skill
- already held plan digital marketing skill
- already held web strategy assessment knowledge
- already held conduct online competitive analysis skill
- already held conduct search engine optimisation skill
- already held neuromarketing techniques knowledge
- already held plan social media marketing campaigns skill
- already held use e-services skill
The 2 learning areas not shown above
- optional, not held ICT communications protocols optional
- optional, not held information confidentiality optional
13 supplementary skills, helpful but not required
- 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 information confidentiality 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 personal organization software optional
28 held skills the online marketer role does not ask for
- 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 brand marketing techniques knowledge
- not needed by the target role carry out event management 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 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 marketing plan skill
- not needed by the target role identify new business opportunities 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 manage staff skill
- not needed by the target role marketing analytics 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 plan 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 services marketing knowledge
- not needed by the target role set brand positioning skill
- 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 stimulate creativity in the team skill
- not needed by the target role web analytics 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.
- optional, not held ICT communications protocols optional
- optional, not held information confidentiality optional
- optional, not held competition law optional
- optional, not held intellectual property law optional
- optional, not held printed goods processes optional
Other moves recorded from digital marketing manager
- employer branding manager 53% covered · moderate
- search engine optimisation expert 47% covered · moderate
- publications coordinator 45% covered · substantial
- online sales channel manager 38% covered · substantial
- brand manager 37% covered · substantial
- chief marketing officer 26% covered · career change
- marketing consultant 26% covered · career change
- eBusiness manager 25% covered · career change
Common questions about this move
Can a digital marketing manager become an online marketer?
Yes, and it is a substantial move. A digital marketing manager already covers 52% of what an online marketer is expected to do: 21 skills carry over, 16 of which the online marketer role treats as required.
What skills does a digital marketing manager need to become an online marketer?
12 required skills are missing, plus 13 optional ones. They fall into 8 areas of the ESCO skill hierarchy, led by communication, collaboration and creativity. The single most important is execute conversion testing.
How hard is the move from digital marketing manager to online marketer?
Its learning distance is 56.1 out of 100, which is the substantial band. That accounts for both how much is missing and how specialised those skills are.
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.