Table 1Transition record

sales managertobrand manager

A sales manager already meets 25% of what the brand manager role asks for. The move turns on 23 required skills not yet in the profile.

From sales manager

25%

Overlap1

To brand manager

10 Skills carried over

23 Required, not held

79.5 Difficulty2

adjacent 0–30

moderate 30–55

substantial 55–75

career change 75–100

this move, 79.5

This move: 79.5 of 100 · career change

1 Share of the brand manager role’s weighted skill requirement already met by the sales 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.

Table 2

Table 2 · What you already bring

Of the 10 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 sales manager background worth leading with.

Skill the target role also needs Area

already held create annual marketing budget management skills
already held plan marketing campaigns management skills
already held carry out sales analysis information skills
already held consumer goods industry business, administration and law
already held international business business, administration and law
already held implement sales strategies communication, collaboration and creativity

All 10 carried skills, including the 8 the brand manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 33 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 12 required, 2 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 organise participation in local or international events required
required, not held apply strategic thinking 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
optional, not held perform multiple tasks at the same time optional

02 communication, collaboration and creativity 5 required, 3 supplementary

required, not held set brand positioning required
required, not held apply social media marketing required
required, not held execute marketing plan required
required, not held implement marketing strategies required
required, not held perform customers’ needs analysis required

optional, not held build rapport with people from different cultural backgrounds optional
optional, not held maintain relationship with suppliers 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 channel marketing required

optional, not held services marketing optional
optional, not held employment law optional

05 working with computers 1 required, 1 supplementary

required, not held have computer literacy required

optional, not held conduct search engine optimisation optional

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 10 skills that carry over

Skill Type

already held carry out sales analysis skill
already held consumer goods industry knowledge
already held create annual marketing budget skill
already held implement sales strategies skill
already held manage staff skill
already held perform market research skill
already held plan marketing campaigns skill
already held sales strategies knowledge
already held international business knowledge
already held manage budgets skill

10 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 maintain relationship with suppliers optional
optional, not held price product optional
optional, not held services marketing optional
optional, not held carry out event management optional
optional, not held conduct search engine optimisation optional
optional, not held employment law optional
optional, not held perform multiple tasks at the same time optional
optional, not held plan new packaging designs optional
optional, not held seek innovation in current practices optional

52 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 external factors of companies skill
not needed by the target role analyse internal factors of companies skill
not needed by the target role analyse supply chain strategies skill
not needed by the target role analyse work-related written reports skill
not needed by the target role brand marketing techniques 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 content marketing strategy knowledge
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 customer segmentation knowledge
not needed by the target role define geographic sales areas skill
not needed by the target role define measurable marketing objectives skill
not needed by the target role develop professional network skill
not needed by the target role estimate profitability 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 potential markets for companies skill
not needed by the target role impart business plans to collaborators skill
not needed by the target role integrate headquarter's guidelines into local operations skill
not needed by the target role integrate marketing strategies with the global strategy skill
not needed by the target role integrate strategic foundation in daily performance skill
not needed by the target role investigate customer complaints of food products skill
not needed by the target role liaise with managers skill
not needed by the target role make strategic business decisions skill
not needed by the target role manage accounts skill
not needed by the target role manage distribution channels skill
not needed by the target role manage profitability skill
not needed by the target role market pricing knowledge
not needed by the target role market research knowledge
not needed by the target role marketing mix knowledge
not needed by the target role motivate employees skill
not needed by the target role plan marketing strategy skill
not needed by the target role prepare visual data skill
not needed by the target role present arguments persuasively skill
not needed by the target role pricing strategies knowledge

12 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 channel marketing required
optional, not held services marketing optional
optional, not held employment law optional

Index

Other moves recorded from sales manager

Full index of moves from sales 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.