Career change as an online marketing manager

Career change paths

• Head of marketing

  Also: Marketing director

  With on-the-job trainingPromotion

  As head of marketing, you own strategy, team and budget and work closely with sales and senior management.

  What you bring:

  You know campaigns, budgets, agencies and key metrics from many projects.

  How to get there:

  Promotion usually comes through a team lead role in your own company or a move to a smaller company. Leadership training takes a few days.*

  * No guarantee of accuracy.

  Mostly no weekendsFixed daytime hoursPhysically lightLittle customer contactIn an officeHome office possible

  €7,900gross per monthMedian salary

  View job

• PR officer

  Also: Press spokesperson

  With on-the-job training

  In press and public relations, you maintain media contacts, write press releases and handle communications for companies or organizations.

  What you bring:

  You can tailor messages to target groups and write persuasive copy.

  How to get there:

  Companies and agencies train marketing professionals in media relations. Courses on press work and crisis communication take a few days.*

  * No guarantee of accuracy.

  Mostly no weekendsFixed daytime hoursPhysically lightLittle customer contactIn an office

  €5,318gross per monthMedian salary

  View job

• Online marketing trainer

  Also: Marketing lecturer in further education

  With on-the-job training

  As a trainer or instructor, you teach marketing and online marketing to employees, self-employed people and participants in further training courses.

  What you bring:

  You know tools and channels such as search engine advertising, social media and web analytics from hands-on work.

  How to get there:

  Training providers, chambers and academies hire practitioners as instructors, often on a freelance basis, and a trainer course of a few weeks helps. Making this your main job usually only works once you have many assignments.*

  * No guarantee of accuracy.

  Mostly no weekendsFixed daytime hoursPhysically lightLots of contact with peopleHome office possible

  €5,254gross per monthMedian salary

  View job

• Marketing consultant

  Also: Management consultant for sales and marketing

  With on-the-job training

  As a consultant, you help companies improve positioning, prices and sales channels, either as an employee or self-employed.

  What you bring:

  You can analyze markets, customers and channels and derive measures from them.

  How to get there:

  Consulting firms bring experienced marketing professionals up to speed on projects. If you go self-employed, it is best to start with clients from your network and a clear focus.*

  * No guarantee of accuracy.

  Mostly no weekendsFixed daytime hoursPhysically lightLots of contact with peopleHome office possible

  €6,311gross per monthMedian salary

  View job

• Product owner

  Also: Business analyst

  With on-the-job training

  As a product owner or business analyst, you guide the development of digital products together with developer teams.

  What you bring:

  You think from the customer's side and can turn wishes, data and goals into clear requirements.

  How to get there:

  Digital companies and large corporations train marketing professionals, and you can earn a Scrum or product ownership certificate in a few days. Experience with digital products or web projects makes the switch easier.*

  * No guarantee of accuracy.

  Mostly no weekendsFixed daytime hoursPhysically lightIn an officeHome office possible

  €5,568gross per monthMedian salary

  View job

• Customer success manager

  Also: Account manager for marketing software

  With on-the-job training

  At software vendors, you look after business customers, help with the rollout and build customer relationships.

  What you bring:

  You know marketing software, analysis tools and the needs of marketing departments from using them yourself.

  How to get there:

  Software vendors give you product training of a few weeks. Part of the pay is often performance-based.*

  * No guarantee of accuracy.

  Mostly no weekendsFixed daytime hoursPhysically lightLots of contact with peopleIn an officeHome office possible

  €6,745gross per monthMedian salary

  View job

• Employer branding manager

  Also: HR marketing officer

  With on-the-job training

  In HR marketing, you design campaigns, career pages and presences at trade fairs and on social media.

  What you bring:

  You know how to reach target groups and build a brand, and that is exactly what employers need when they are looking for skilled workers.

  How to get there:

  Companies train marketing professionals in HR processes and recruiting. Courses on employer branding take a few days.*

  * No guarantee of accuracy.

  Mostly no weekendsFixed daytime hoursPhysically lightIn an officeHome office possible

  €5,147gross per monthMedian salary

  View job

• Business teacher at a vocational school

  Also: Teacher via the alternative route (Seiteneinstieg)

  With a degree

  Through the alternative route into teaching (Seiteneinstieg), you teach future commercial clerks at vocational schools, for example in marketing communication, retail or office management.

  What you bring:

  You know marketing, sales and business administration from your studies and practice.

  How to get there:

  With a master's or diploma degree in economics, the alternative route into teaching at vocational schools is possible, depending on the federal state. You teach and qualify alongside work, usually for one to two years. You often need a second subject.*Regulated by law (State law: teacher education acts and alternative-route regulations of the German states).

  * No guarantee of accuracy.

  Mostly no weekendsFixed daytime hoursPhysically lightLittle customer contact

  €5,140gross per monthMedian salary

  View job

Salary: median of all full-time employees in the job, gross per month excluding special payments, as of April 2025. Half earn more, half earn less. Source: Federal Statistical Office of Germany (Destatis), table 62361-0030, license dl-de/by-2-0. Assigned to the jobs by quereinsteiger.de. No guarantee of accuracy.