Spokesperson to advertising manager
A spokesperson already meets 51% of what the advertising manager role asks for. The move turns on 13 required skills not yet in the profile.
57.1/ 100
1 How much of what an advertising manager is expected to do is already part of a spokesperson’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 advertising manager role is recorded as needing, required and optional together. What these numbers mean.
Why this move works
An advertising manager role treats 20 of its required skills as things a spokesperson already does. You would walk in with these on day one.
- advise on public image
- advise on public relations
- analyse external factors of companies
- communication principles
- conduct public presentations
- corporate social responsibility
What stands in the way is 13 required skills the profile does not yet cover. Table 3 groups them; Table 4 says which to take first.
Table 2 · What you already bring
Of the 22 skills that carry over, these are the ones fewest other occupations ask for. An advertising manager role needs them, and most people applying for one will not have them already. This is the part of a spokesperson background worth leading with.
- already held forming of public opinion business, administration and law
- already held give interviews to media communication, collaboration and creativity
- already held organise press conferences management skills
- already held establish relationship with the media communication, collaboration and creativity
- already held reputation management business, administration and law
- already held advise on public image communication, collaboration and creativity
All 22 carried skills, including the 20 the advertising manager role treats as required.
Table 3 · What you may need to learn
The 33 missing skills fall into 6 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.
- still to learn coordinate advertising campaigns required
- still to learn coordinate marketing plan actions required
- still to learn develop public relations strategies required
- still to learn integrate strategic foundation in daily performance required
- still to learn manage budgets required
- still to learn perform project management required
- optional, not held manage account department optional
- optional, not held manage creative department optional
- optional, not held manage media services department optional
- optional, not held manage staff optional
- optional, not held manage the handling of promotional materials optional
- optional, not held receive actors' resumes optional
- optional, not held recruit employees optional
- still to learn advertising techniques required
- still to learn copyright legislation required
- still to learn strategic planning required
- optional, not held business strategy concepts optional
- optional, not held pricing strategies optional
- still to learn draw conclusions from market research results required
- still to learn provide cost benefit analysis reports required
- optional, not held make price recommendations optional
- optional, not held evaluate advertising campaign optional
- optional, not held examine advertisement layout optional
- optional, not held manage project metrics optional
- optional, not held use analytics for commercial purposes optional
- still to learn develop creative ideas required
- still to learn manage contracts required
- optional, not held advise on communication strategies optional
- optional, not held approve advertising campaign optional
- optional, not held collaborate in the development of marketing strategies optional
- optional, not held develop inclusive communication material optional
- optional, not held graphic design optional
- optional, not held desktop publishing optional
Table 4 · Where to start
The 3 entries an advertising manager role is least likely to hire without. The ordering is computed from the skill data, not from what pays.
- 01 advertising techniques study this
- 02 coordinate advertising campaigns practise this
- 03 coordinate marketing plan actions practise this
Each entry opens a course search for that skill. Career Overlap earns nothing from these links.
Appendix · The rest of the record
All 22 skills that carry over
- already held advise on public image skill
- already held advise on public relations skill
- already held analyse external factors of companies skill
- already held communication principles knowledge
- already held conduct public presentations skill
- already held corporate social responsibility knowledge
- already held develop communications strategies skill
- already held diplomatic principles knowledge
- already held draft press releases skill
- already held establish relationship with the media skill
- already held forming of public opinion knowledge
- already held give interviews to media skill
- already held identify customer's needs skill
- already held market research knowledge
- already held organise press conferences skill
- already held perform public relations skill
- already held prepare presentation material skill
- already held protect client interests skill
- already held rhetoric knowledge
- already held use different communication channels skill
- already held give live presentation skill
- already held reputation management knowledge
20 supplementary skills, helpful but not required
- optional, not held make price recommendations optional
- optional, not held advise on communication strategies optional
- optional, not held approve advertising campaign optional
- optional, not held business strategy concepts optional
- optional, not held collaborate in the development of marketing strategies optional
- optional, not held desktop publishing optional
- optional, not held develop inclusive communication material optional
- optional, not held evaluate advertising campaign optional
- optional, not held examine advertisement layout optional
- optional, not held graphic design optional
- optional, not held manage account department optional
- optional, not held manage creative department optional
- optional, not held manage media services department optional
- optional, not held manage project metrics optional
- optional, not held manage staff optional
- optional, not held manage the handling of promotional materials optional
- optional, not held pricing strategies optional
- optional, not held receive actors' resumes optional
- optional, not held recruit employees optional
- optional, not held use analytics for commercial purposes optional
13 held skills the advertising manager role does not ask for
- not needed by the target role analyse the comments of selected audiences skill
- not needed by the target role apply diplomatic principles skill
- not needed by the target role build business relationships skill
- not needed by the target role build community relations skill
- not needed by the target role develop professional network skill
- not needed by the target role develop promotional tools skill
- not needed by the target role digital communication and collaboration skill
- not needed by the target role follow the news skill
- not needed by the target role implement marketing strategies skill
- not needed by the target role liaise with politicians skill
- not needed by the target role speak different languages skill
- not needed by the target role types of media knowledge
- not needed by the target role work closely with news teams skill
7 gaps that are knowledge rather than practice
Knowledge gaps usually close through study. Practical skill gaps usually need something you can point at.
- still to learn advertising techniques required
- still to learn copyright legislation required
- still to learn strategic planning required
- optional, not held business strategy concepts optional
- optional, not held desktop publishing optional
- optional, not held graphic design optional
- optional, not held pricing strategies optional
Common questions about this move
Can a spokesperson become an advertising manager?
Yes, and it is a substantial move. A spokesperson already covers 51% of what an advertising manager is expected to do: 22 skills carry over, 20 of which the advertising manager role treats as required.
What skills does a spokesperson need to become an advertising manager?
13 required skills are missing, plus 20 optional ones. They fall into 6 areas of the ESCO skill hierarchy, led by management skills. The single most important is advertising techniques.
How hard is the move from spokesperson to advertising manager?
Its learning distance is 57.1 out of 100, which is the substantial band. That accounts for both how much is missing and how specialised those skills are.
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.