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

marketing managertobrand manager

A marketing manager already meets 39% of what the brand manager role asks for. The move turns on 19 required skills not yet in the profile.

From marketing manager
39%
Overlap1
To brand manager
17 Skills carried over
19 Required, not held
68.4 Difficulty2
Career overlap Distant match

39%

Learning distance Substantial retraining

68.4/ 100

1 Share of the brand manager role’s weighted skill requirement already met by the 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 marketing manager already does. These are the ones it depends on most.

  • apply social media marketing
  • apply strategic thinking
  • carry out sales analysis
  • channel marketing
  • create annual marketing budget
  • 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 17 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 marketing manager background worth leading with.

Skill the target role also needs Area
  • already held organise participation in local or international events management skills
  • already held services marketing business, administration and law
  • already held channel marketing business, administration and law
  • already held conduct search engine optimisation working with computers
  • already held create annual marketing budget management skills
  • already held plan marketing campaigns management skills

All 17 carried skills, including the 12 the brand manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 26 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, 1 supplementary
  • required, not held carry out naming strategies required
  • required, not held create brand guidelines required
  • required, not held design brand's online communication plan required
  • required, not held coordinate advertising campaigns required
  • required, not held define brand identity required
  • required, not held identify new business opportunities 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
  • required, not held stimulate creativity in the team required
  • optional, not held carry out event management optional
02 communication, collaboration and creativity 3 required, 2 supplementary
  • required, not held set brand positioning required
  • required, not held execute marketing plan required
  • required, not held perform customers’ needs analysis required
  • optional, not held build rapport with people from different cultural backgrounds optional
  • optional, not held plan new packaging designs optional
03 information skills 3 required, 2 supplementary
  • required, not held perform brand 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
04 business, administration and law 2 required, 2 supplementary
  • required, not held company policies required
  • required, not held consumer goods industry required
  • optional, not held employment law optional
  • optional, not held international business 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 17 skills that carry over
Skill Type
  • already held apply social media marketing skill
  • already held apply strategic thinking skill
  • already held carry out sales analysis skill
  • already held channel marketing knowledge
  • already held create annual marketing budget skill
  • already held implement marketing strategies skill
  • already held implement sales strategies skill
  • already held manage staff skill
  • already held organise participation in local or international events skill
  • already held perform market research skill
  • already held plan marketing campaigns skill
  • already held sales strategies knowledge
  • already held conduct search engine optimisation skill
  • already held maintain relationship with suppliers skill
  • already held manage budgets skill
  • already held perform multiple tasks at the same time skill
  • already held services marketing knowledge
7 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 price product optional
  • optional, not held carry out event management optional
  • optional, not held employment law optional
  • optional, not held international business optional
  • optional, not held plan new packaging designs optional
  • optional, not held seek innovation in current practices optional
92 held skills the brand manager role does not ask for
Skill Type
  • not needed by the target role align efforts towards business development skill
  • not needed by the target role analyse business plans skill
  • not needed by the target role analyse consumer buying trends skill
  • not needed by the target role analyse customer service surveys skill
  • not needed by the target role analyse data about clients skill
  • 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 analyse work-related written reports skill
  • not needed by the target role approve advertising campaign skill
  • not needed by the target role assist in developing marketing campaigns skill
  • not needed by the target role brand marketing techniques knowledge
  • not needed by the target role business intelligence knowledge
  • not needed by the target role collaborate in the development of marketing strategies skill
  • not needed by the target role communicate with customers skill
  • not needed by the target role communication principles knowledge
  • not needed by the target role conduct mobile marketing skill
  • not needed by the target role conduct online competitive analysis skill
  • not needed by the target role content development processes knowledge
  • not needed by the target role content marketing strategy knowledge
  • not needed by the target role contract law knowledge
  • not needed by the target role coordinate events skill
  • not needed by the target role coordinate marketing plan actions skill
  • not needed by the target role corporate social responsibility knowledge
  • not needed by the target role cost management knowledge
  • not needed by the target role create media plan skill
  • not needed by the target role customer insight knowledge
  • not needed by the target role customer segmentation knowledge
  • not needed by the target role define measurable marketing objectives skill
  • not needed by the target role develop business plans skill
  • not needed by the target role develop online community plan skill
  • not needed by the target role e-commerce systems knowledge
  • not needed by the target role ensure client orientation skill
  • not needed by the target role ensure cross-department cooperation skill
  • not needed by the target role estimate profitability skill
  • not needed by the target role evaluate advertising campaign skill
  • not needed by the target role evaluate marketing content skill
  • not needed by the target role forecast sales over periods of time 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 impart business plans to collaborators skill

52 further entries not listed here

4 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 company policies 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 marketing manager

Full index of moves from 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.