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

product managertomarketing manager

A product manager already meets 23% of what the marketing manager role asks for. The move turns on 31 required skills not yet in the profile.

From product manager
23%
Overlap1
To marketing manager
21 Skills carried over
31 Required, not held
84.7 Difficulty2
Career overlap Distant match

23%

Learning distance A rebuild

84.7/ 100

1 Share of the marketing manager role’s weighted skill requirement already met by the product 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 marketing manager role treats 12 of its required skills as things a product manager already does. These are the ones it depends on most.

  • analyse consumer buying trends
  • apply strategic thinking
  • integrate marketing strategies with the global strategy
  • manage budgets
  • manage profitability
  • market pricing

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 21 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 product manager background worth leading with.

Skill the target role also needs Area
  • already held analyse data about clients management skills
  • already held integrate marketing strategies with the global strategy management skills
  • already held organise participation in local or international events management skills
  • already held web analytics information and communication technologies (icts)
  • already held manage the handling of promotional materials management skills
  • already held pricing strategies business, administration and law

All 21 carried skills, including the 12 the marketing manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 88 missing skills fall into 9 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 business, administration and law 11 required, 16 supplementary
  • required, not held corporate social responsibility required
  • required, not held project management required
  • required, not held services marketing required
  • required, not held brand marketing techniques required
  • required, not held channel marketing required
  • required, not held content marketing strategy required
  • required, not held marketing analytics required
  • required, not held marketing management required
  • required, not held marketing mix required
  • required, not held marketing principles required
  • required, not held relationship marketing required
  • optional, not held customer insight optional
  • optional, not held neuromarketing techniques optional
  • optional, not held sales argumentation optional
  • optional, not held search engine optimisation optional
  • optional, not held web strategy assessment 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 online ads campaign techniques optional
  • optional, not held public relations optional
  • optional, not held sales department processes optional
  • optional, not held social media management optional
  • optional, not held social media marketing techniques optional
  • optional, not held telemarketing optional
02 management skills 9 required, 14 supplementary
  • required, not held plan social media marketing campaigns required
  • required, not held coordinate marketing plan actions required
  • required, not held create annual marketing budget required
  • required, not held define measurable marketing objectives required
  • required, not held identify potential markets for companies required
  • required, not held integrate strategic foundation in daily performance required
  • required, not held perform project management required
  • required, not held plan marketing campaigns required
  • required, not held plan marketing strategy required
  • optional, not held conduct online competitive analysis optional
  • optional, not held create media plan 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 assist in developing marketing campaigns optional
  • optional, not held manage accounts optional
  • optional, not held manage distribution channels optional
  • optional, not held manage staff 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
03 information skills 7 required, 3 supplementary
  • required, not held analyse business plans required
  • required, not held analyse customer service surveys required
  • required, not held analyse external factors of companies required
  • required, not held analyse internal factors of companies required
  • required, not held analyse work-related written reports required
  • required, not held evaluate advertising campaign required
  • required, not held evaluate marketing content required
  • 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 4 required, 15 supplementary
  • required, not held align efforts towards business development required
  • required, not held collaborate in the development of marketing strategies required
  • required, not held impart business plans to collaborators required
  • required, not held implement marketing strategies 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 apply social media marketing 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 information and communication technologies (icts) 3 supplementary
  • optional, not held e-commerce systems optional
  • optional, not held information confidentiality optional
  • optional, not held keywords in digital content optional
06 generic programmes and qualifications 2 supplementary
  • optional, not held communication principles optional
  • optional, not held teamwork principles 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 21 skills that carry over
Skill Type
  • already held analyse consumer buying trends skill
  • already held apply strategic thinking skill
  • already held integrate marketing strategies with the global strategy skill
  • already held manage budgets skill
  • already held manage profitability skill
  • already held market pricing knowledge
  • already held market research knowledge
  • already held organise participation in local or international events skill
  • already held perform market research skill
  • already held pricing strategies knowledge
  • already held study sales levels of products skill
  • already held track key performance indicators skill
  • already held analyse data about clients skill
  • already held carry out sales analysis skill
  • already held coordinate events skill
  • already held cost management knowledge
  • already held develop business plans skill
  • already held identify market niches skill
  • already held manage the handling of promotional materials skill
  • already held sales strategies knowledge
  • already held web analytics knowledge
The 3 learning areas not shown above
Skill to acquire Tier
07 working with computers 2 supplementary
  • optional, not held conduct search engine optimisation optional
  • optional, not held use content management system software optional
08 arts and humanities 1 supplementary
  • optional, not held content development processes optional
09 natural sciences, mathematics and statistics 1 supplementary
  • optional, not held statistics optional
57 supplementary skills, helpful but not required
Skill to acquire Tier
  • optional, not held conduct online competitive analysis optional
  • optional, not held create media plan optional
  • optional, not held customer insight optional
  • optional, not held develop online community plan optional
  • optional, not held e-commerce systems 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 neuromarketing techniques optional
  • optional, not held perform product planning optional
  • optional, not held promote event optional
  • optional, not held sales argumentation 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 web strategy assessment optional
  • optional, not held apply social media marketing 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 conduct search engine optimisation optional
  • optional, not held content development processes optional
  • optional, not held contract law 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 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
  • optional, not held manage distribution channels optional

17 further entries not listed here

41 held skills the marketing manager role does not ask for
Skill Type
  • not needed by the target role advise on communication strategies skill
  • not needed by the target role analyse cultural trends skill
  • not needed by the target role analyse economic trends skill
  • not needed by the target role analyse market financial trends skill
  • not needed by the target role circular economy knowledge
  • not needed by the target role combine business technology with user experience skill
  • not needed by the target role consumer goods industry knowledge
  • not needed by the target role create prototype of user experience solutions skill
  • not needed by the target role define technology strategy skill
  • not needed by the target role design customer experiences skill
  • not needed by the target role design management knowledge
  • not needed by the target role develop communications strategies skill
  • not needed by the target role develop new products skill
  • not needed by the target role develop product design skill
  • not needed by the target role develop promotional tools skill
  • not needed by the target role develop revenue generation strategies skill
  • not needed by the target role draw conclusions from market research results skill
  • not needed by the target role ensure products meet regulatory requirements skill
  • not needed by the target role execute marketing plan skill
  • not needed by the target role follow production schedule skill
  • not needed by the target role industrial research and development knowledge
  • not needed by the target role make data-driven decisions skill
  • not needed by the target role manage feedback skill
  • not needed by the target role manage product testing skill
  • not needed by the target role manage production systems skill
  • not needed by the target role manage the customer experience skill
  • not needed by the target role maximise sales revenues skill
  • not needed by the target role oversee quality control skill
  • not needed by the target role perform product testing skill
  • not needed by the target role persuade clients with alternatives skill
  • not needed by the target role plan product management skill
  • not needed by the target role prepare market research reports skill
  • not needed by the target role product comprehension knowledge
  • not needed by the target role product data management knowledge
  • not needed by the target role product life-cycle knowledge
  • not needed by the target role production processes knowledge
  • not needed by the target role provide improvement strategies skill
  • not needed by the target role quality standards knowledge
  • not needed by the target role schedule production skill
  • not needed by the target role socio-economic trends in your sector knowledge

1 further entry not listed here

34 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 corporate social responsibility required
  • required, not held project management required
  • required, not held services marketing required
  • required, not held brand marketing techniques required
  • required, not held channel marketing required
  • required, not held content marketing strategy required
  • required, not held marketing analytics required
  • required, not held marketing management required
  • required, not held marketing mix required
  • required, not held marketing principles required
  • required, not held relationship marketing required
  • optional, not held customer insight optional
  • optional, not held e-commerce systems optional
  • optional, not held information confidentiality optional
  • optional, not held keywords in digital content optional
  • optional, not held neuromarketing techniques optional
  • optional, not held sales argumentation optional
  • optional, not held search engine optimisation optional
  • optional, not held web strategy assessment 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 online ads campaign techniques optional
  • optional, not held public relations optional
  • optional, not held sales department processes optional
  • optional, not held social media management optional
  • optional, not held social media marketing techniques optional
  • optional, not held statistics optional
  • optional, not held teamwork principles optional
  • optional, not held telemarketing optional
Index

Other moves recorded from product manager

Full index of moves from product 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.