Career Overlap Transition record
RecordMove

Marketing manager to online marketer

A marketing manager already meets 46% of what the online marketer role asks for. The move turns on 14 required skills not yet in the profile.

Fig. 1 · Skill transfer ESCO v1.2.1 · directional
From marketing manager
46 % overlap
Partial match
To online marketer
19 You already bring
14 Still to learn
46 Skills in the target role2
Learning distance Substantial retraining

61.2/ 100

1 How much of what an online marketer is expected to do is already part of a 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

Why this move works

An online marketer role treats 14 of its required skills as things a marketing manager already does. You would walk in with these on day one.

  • apply social media marketing
  • apply strategic thinking
  • conduct mobile marketing
  • content marketing strategy
  • e-commerce systems
  • implement marketing strategies

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

Table 2 · What you already bring

Of the 19 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 marketing manager background worth leading with.

Skill the target role also needs Area
  • already held conduct mobile 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
  • already held plan social media marketing campaigns management skills

All 19 carried skills, including the 14 the online marketer role treats as required.

Table 3

Table 3 · What you may need to learn

The 27 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.

Skill to pick up Tier
01 working with computers 7 required, 2 supplementary
  • still to learn execute conversion testing required
  • still to learn digital communication and collaboration required
  • still to learn perform video editing required
  • still to learn creatively use digital technologies required
  • still to learn develop digital content required
  • still to learn perform image editing required
  • still to learn perform online data analysis required
  • optional, not held use e-services optional
  • optional, not held use personal organization software optional
02 communication, collaboration and creativity 3 required, 4 supplementary
  • still to learn create new concepts required
  • still to learn execute email marketing required
  • still to learn perform copywriting 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
03 management skills 2 required, 1 supplementary
  • still to learn apply customer engagement strategy required
  • still to learn plan digital marketing required
  • optional, not held supervise brand management optional
04 business, administration and law 1 required, 3 supplementary
  • still to learn company policies required
  • optional, not held competition law optional
  • optional, not held intellectual property law optional
  • optional, not held printed goods processes optional
05 information skills 1 required
  • still to learn inspect data required
06 assisting and caring 2 supplementary
  • optional, not held apply information security policies optional
  • optional, not held protect personal data and privacy optional

1 further area in the appendix

Table 4

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.

Each entry opens a course search for that skill. Career Overlap earns nothing from these links.

Appendix

Appendix · The rest of the record

All 19 skills that carry over
Skill Type
  • already held apply social media marketing skill
  • already held apply strategic thinking skill
  • already held conduct mobile marketing skill
  • already held content marketing strategy knowledge
  • already held e-commerce systems knowledge
  • already held implement marketing strategies skill
  • already held implement sales strategies skill
  • already held manage budgets skill
  • already held online ads campaign techniques knowledge
  • already held perform market research skill
  • already held perform project management skill
  • already held use content management system software skill
  • already held use different communication channels skill
  • already held web strategy assessment knowledge
  • already held conduct online competitive analysis skill
  • already held conduct search engine optimisation skill
  • already held information confidentiality knowledge
  • already held neuromarketing techniques knowledge
  • already held plan social media marketing campaigns skill
The 1 learning area not shown above
Skill to pick up Tier
07 engineering, manufacturing and construction 1 supplementary
  • optional, not held ICT communications protocols optional
13 supplementary skills, helpful but not required
Skill to pick up Tier
  • 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 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 e-services optional
  • optional, not held use personal organization software optional
90 held skills the online marketer 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 carry out sales analysis skill
  • not needed by the target role channel marketing 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 content development processes 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 annual marketing budget skill
  • 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 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
  • not needed by the target role integrate marketing strategies with the global strategy skill

50 further entries not listed here

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 pick up Tier
  • still to learn company policies required
  • optional, not held ICT communications protocols optional
  • optional, not held competition law optional
  • optional, not held intellectual property law optional
  • optional, not held printed goods processes optional
Index

Other moves recorded from marketing manager

Full index of moves from marketing manager

FAQ

Common questions about this move

Can a marketing manager become an online marketer?

Yes, and it is a substantial move. A marketing manager already covers 46% of what an online marketer is expected to do: 19 skills carry over, 14 of which the online marketer role treats as required.

What skills does a marketing manager need to become an online marketer?

14 required skills are missing, plus 13 optional ones. They fall into 7 areas of the ESCO skill hierarchy, led by working with computers. The single most important is execute conversion testing.

How hard is the move from marketing manager to online marketer?

Its learning distance is 61.2 out of 100, which is the substantial 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.