Marketing consultant to digital marketing manager
A marketing consultant already meets 48% of what the digital marketing manager role asks for. The move turns on 14 required skills not yet in the profile.
60.9/ 100
1 How much of what a digital marketing manager is expected to do is already part of a marketing consultant’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 digital marketing manager role is recorded as needing, required and optional together. What these numbers mean.
Why this move works
A digital marketing manager role treats 15 of its required skills as things a marketing consultant already does. You would walk in with these on day one.
- brand marketing techniques
- conduct online competitive analysis
- digital marketing techniques
- e-commerce systems
- integrate marketing strategies with the global strategy
- marketing analytics
What stands in the way is 14 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. A digital marketing manager role needs them, and most people applying for one will not have them already. This is the part of a marketing consultant background worth leading with.
- 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 creatively use digital technologies working with computers
All 21 carried skills, including the 15 the digital marketing manager role treats as required.
Table 3 · What you may need to learn
The 28 missing skills fall into 7 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 set brand positioning required
- still to learn apply social media marketing required
- still to learn perform customers’ needs analysis required
- optional, not held execute email marketing optional
- optional, not held execute marketing plan optional
- optional, not held implement marketing strategies optional
- still to learn digital communication and collaboration required
- still to learn develop digital content required
- still to learn use e-services required
- optional, not held perform online data analysis optional
- still to learn design brand's online communication plan required
- still to learn identify new business opportunities required
- optional, not held apply customer engagement strategy optional
- optional, not held carry out event management optional
- optional, not held manage staff optional
- optional, not held perform project management optional
- optional, not held stimulate creativity in the team optional
- still to learn company policies required
- still to learn mobile marketing required
- optional, not held pay-per-click optional
- optional, not held content marketing strategy optional
- still to learn analyse consumer buying trends required
- still to learn perform business analysis required
- still to learn digital media required
- optional, not held ethics of sharing work through social media optional
- optional, not held interactive media optional
1 further area in the appendix
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.
- 01 design brand's online communication plan practise this
- 02 set brand positioning practise this
- 03 company policies study 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 brand marketing techniques knowledge
- already held conduct online competitive analysis skill
- already held digital marketing techniques knowledge
- already held e-commerce systems knowledge
- already held integrate marketing strategies with the global strategy skill
- already held marketing analytics 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 marketing campaigns skill
- already held plan social media marketing campaigns skill
- already held social media management knowledge
- already held social media marketing techniques knowledge
- already held web strategy assessment knowledge
- already held advertising techniques knowledge
- already held conduct search engine optimisation skill
- already held creatively use digital technologies skill
- already held relationship marketing knowledge
- already held reputation management knowledge
- already held services marketing knowledge
The 1 learning area not shown above
- still to learn web analytics required
- optional, not held data protection optional
14 supplementary skills, helpful but not 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 apply customer engagement strategy optional
- optional, not held carry out event management optional
- optional, not held content marketing strategy optional
- optional, not held execute email marketing optional
- optional, not held execute marketing plan optional
- optional, not held implement marketing strategies optional
- optional, not held interactive media optional
- optional, not held manage staff optional
- optional, not held perform online data analysis optional
- optional, not held perform project management optional
- optional, not held stimulate creativity in the team optional
37 held skills the digital marketing manager role does not ask for
- not needed by the target role analyse external factors of companies skill
- not needed by the target role analyse internal factors of companies skill
- not needed by the target role carry out strategic research skill
- not needed by the target role channel marketing knowledge
- not needed by the target role conduct research interview skill
- not needed by the target role coordinate marketing plan actions skill
- not needed by the target role copyright legislation knowledge
- not needed by the target role customer insight knowledge
- not needed by the target role customer service knowledge
- not needed by the target role define technical requirements skill
- not needed by the target role develop creative ideas skill
- not needed by the target role document project progress skill
- not needed by the target role evaluate marketing content skill
- not needed by the target role financial capability knowledge
- not needed by the target role identify customer requirements skill
- not needed by the target role identify market niches skill
- not needed by the target role identify potential markets for companies skill
- not needed by the target role international trade knowledge
- not needed by the target role interpret financial statements skill
- not needed by the target role issue sales invoices skill
- not needed by the target role liaise with advertising agencies skill
- not needed by the target role maintain relationship with customers skill
- not needed by the target role make strategic business decisions skill
- not needed by the target role management consulting knowledge
- not needed by the target role market analysis knowledge
- not needed by the target role market pricing knowledge
- not needed by the target role marketing mix knowledge
- not needed by the target role marketing principles knowledge
- not needed by the target role plan marketing strategy skill
- not needed by the target role pricing strategies knowledge
- not needed by the target role project management knowledge
- not needed by the target role respond to enquiries skill
- not needed by the target role sales strategies knowledge
- not needed by the target role use analytics for commercial purposes skill
- not needed by the target role use consulting techniques skill
- not needed by the target role use different communication channels skill
- not needed by the target role use theoretical marketing models skill
9 gaps that are knowledge rather than practice
Knowledge gaps usually close through study. Practical skill gaps usually need something you can point at.
- still to learn company policies required
- still to learn mobile marketing required
- still to learn digital media required
- still to learn 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 content marketing strategy optional
- optional, not held interactive media optional
Common questions about this move
Can a marketing consultant become a digital marketing manager?
Yes, and it is a substantial move. A marketing consultant already covers 48% of what a digital marketing manager is expected to do: 21 skills carry over, 15 of which the digital marketing manager role treats as required.
What skills does a marketing consultant need to become a digital marketing manager?
14 required skills are missing, plus 14 optional ones. They fall into 7 areas of the ESCO skill hierarchy, led by communication, collaboration and creativity. The single most important is design brand's online communication plan.
How hard is the move from marketing consultant to digital marketing manager?
Its learning distance is 60.9 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.