Table 1Transition record

search engine optimisation experttodigital marketing manager

A search engine optimisation expert already meets 26% of what the digital marketing manager role asks for. The move turns on 21 required skills not yet in the profile.

From search engine optimisation expert

26%

Overlap1

To digital marketing manager

12 Skills carried over

21 Required, not held

78.3 Difficulty2

adjacent 0–30

moderate 30–55

substantial 55–75

career change 75–100

this move, 78.3

This move: 78.3 of 100 · career change

1 Share of the digital marketing manager role’s weighted skill requirement already met by the search engine optimisation expert 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 12 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 search engine optimisation expert background worth leading with.

Skill the target role also needs Area

already held mobile marketing business, administration and law
already held execute email marketing communication, collaboration and creativity
already held web analytics information and communication technologies (icts)
already held perform online data analysis working with computers
already held conduct search engine optimisation working with computers
already held plan digital marketing management skills

All 12 carried skills, including the 8 the digital marketing manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 37 missing skills fall into 7 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 7 required, 5 supplementary

required, not held company policies required
required, not held neuromarketing techniques required
required, not held web strategy assessment required
required, not held brand marketing techniques required
required, not held marketing analytics required
required, not held online ads campaign techniques required
required, not held social media management required

optional, not held pay-per-click optional
optional, not held services marketing optional
optional, not held advertising techniques optional
optional, not held relationship marketing optional
optional, not held reputation management optional

02 management skills 6 required, 5 supplementary

required, not held design brand's online communication plan required
required, not held conduct online competitive analysis required
required, not held plan social media marketing campaigns required
required, not held identify new business opportunities required
required, not held integrate marketing strategies with the global strategy required
required, not held plan marketing campaigns 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

03 communication, collaboration and creativity 2 required, 2 supplementary

required, not held set brand positioning required
required, not held perform customers’ needs analysis required

optional, not held execute marketing plan optional
optional, not held implement marketing strategies optional

04 working with computers 2 required, 1 supplementary

required, not held digital communication and collaboration required
required, not held use e-services required

optional, not held creatively use digital technologies optional

05 information skills 2 required

required, not held analyse consumer buying trends required
required, not held perform business analysis required

06 arts and humanities 1 required, 2 supplementary

required, not held 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

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.

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

Appendix

Appendix · The rest of the record

All 12 skills that carry over

Skill Type

already held apply social media marketing skill
already held develop digital content skill
already held digital marketing techniques knowledge
already held mobile marketing knowledge
already held perform market research skill
already held plan digital marketing skill
already held social media marketing techniques knowledge
already held web analytics knowledge
already held conduct search engine optimisation skill
already held content marketing strategy knowledge
already held execute email marketing skill
already held perform online data analysis skill

The 1 learning area not shown above

Skill to acquire Tier

07 information and communication technologies (icts) 1 required, 1 supplementary

required, not held e-commerce systems required

optional, not held data protection optional

16 supplementary skills, helpful but not required

Skill to acquire Tier

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 services marketing optional
optional, not held advertising techniques optional
optional, not held apply customer engagement strategy optional
optional, not held carry out event management optional
optional, not held creatively use digital technologies 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 project management optional
optional, not held relationship marketing optional
optional, not held reputation management optional
optional, not held stimulate creativity in the team optional

15 held skills the digital marketing manager role does not ask for

Skill Type

not needed by the target role behavioural science knowledge
not needed by the target role create content title skill
not needed by the target role enhance website visibility skill
not needed by the target role identify ICT user needs skill
not needed by the target role integrate content into output media skill
not needed by the target role keywords in digital content knowledge
not needed by the target role manage content development projects skill
not needed by the target role provide cost benefit analysis reports skill
not needed by the target role provide written content skill
not needed by the target role sales strategies knowledge
not needed by the target role study website behaviour patterns skill
not needed by the target role translate requirements into visual design skill
not needed by the target role use content management system software skill
not needed by the target role use customer relationship management software skill
not needed by the target role use different communication channels skill

17 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 e-commerce systems required
required, not held neuromarketing techniques required
required, not held web strategy assessment required
required, not held brand marketing techniques required
required, not held digital media required
required, not held marketing analytics required
required, not held online ads campaign techniques required
required, not held social media management 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 services marketing optional
optional, not held advertising techniques optional
optional, not held interactive media optional
optional, not held relationship marketing optional
optional, not held reputation management optional

Index

Other moves recorded from search engine optimisation expert

Full index of moves from search engine optimisation expert

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.