Career change as a social media manager
With your experience you can switch to 13 jobs in Germany: 12 with on-the-job training and 1 with training or a course.
In the job search you can sort by what matters to you, save jobs and see where they lead.
Career change paths
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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
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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
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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
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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
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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
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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
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Head of corporate communications
Also: Communications manager
With on-the-job trainingPromotion
As head of communications, you are responsible for how a company, public authority or association presents itself to the public, lead a team and advise senior management.
- What you bring:
- You know press work, crisis communication, campaigns and internal communication from hands-on experience.
- How to get there:
- This move usually works out after a few years as a communications officer or press spokesperson in the same industry. Courses on leadership and communications management take a few weeks. Expect to be reachable outside working hours, for example during crises.*
* No guarantee of accuracy.
Mostly no weekendsFixed daytime hoursPhysically lightIn an office€7,384gross per monthMedian salary
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Editor at a trade publisher
Also: Editor for corporate media
With on-the-job training
As an editor at a trade publisher, a content agency or in employee communication, you create articles, interviews and magazines.
- What you bring:
- You can research, develop topics and write for different audiences.
- How to get there:
- Trade publishers and agencies hire PR professionals who have good work samples and train them in editorial procedures; some require a traineeship (Volontariat). In independent journalism, editorial offices pay attention to whether you keep your distance from former clients.*
* No guarantee of accuracy.
Mostly no weekendsFixed daytime hoursPhysically lightLittle customer contactIn an officeHome office possible€4,728gross per monthMedian salary
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Speechwriter
Also: Writer of specialist texts
With on-the-job training
As a speechwriter, you write speeches, welcome addresses and guest articles for executive board members, ministers or association heads.
- What you bring:
- You can boil messages down to the point and know how executives and politicians speak.
- How to get there:
- Ministries, large corporations and associations hire experienced communications professionals as speechwriters, often on a freelance basis too. Seminars on speechwriting take a few days. Good work samples and the trust of clients are decisive.*
* No guarantee of accuracy.
Mostly no weekendsFixed daytime hoursPhysically lightIn an officeHome office possible€5,083gross per monthMedian salary
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Policy officer
Also: Research assistant to a member of parliament
With on-the-job training
As a policy officer for an association, a parliamentary group or members of parliament, you prepare positions, write statements and stay in contact with ministries and experts.
- What you bring:
- You know political procedures, the media and lobbying and can state positions clearly.
- How to get there:
- Parliamentary groups, members' offices and associations hire communications professionals with a feel for politics and train them in legislation and specialist topics. Jobs with members of parliament are tied to the legislative term.*
* No guarantee of accuracy.
Mostly no weekendsFixed daytime hoursPhysically lightLittle customer contactIn an office -
Association managing director
Also: Head of advocacy
With on-the-job training
As managing director of an association, you run the head office, represent the members' interests and organize the work of the committees.
- What you bring:
- You represent positions in public, know politics, media and networks and can unite members behind a message.
- How to get there:
- Associations often fill managing director positions with experienced communications and public affairs specialists and train them in association law and specialist topics. The route usually leads through a policy officer role within the association.*
* No guarantee of accuracy.
Mostly no weekendsFixed daytime hoursPhysically light€6,815gross per monthMedian salary
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Event manager
Also: Conference and events planner
With on-the-job training
As an event manager, you plan conferences, company events or political events and coordinate service providers, guests and the schedule.
- What you bring:
- You have organized press conferences, receptions and campaign events and know how to reach guests and media.
- How to get there:
- Agencies, associations and companies train communications specialists in event planning, contracts and safety requirements. Expect evening and weekend work around the events.*
* No guarantee of accuracy.
Often at weekendsLots of contact with people€4,165gross per monthMedian salary
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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
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.
Frequently asked questions
Which jobs can I do as a social media manager without vocational training or retraining?
Without a new qualification, often with on-the-job training: Head of marketing, Online marketing trainer, Marketing consultant, Product owner, Customer success manager, Employer branding manager, Head of corporate communications, Editor at a trade publisher, Speechwriter, Policy officer, Association managing director and Event manager.
Which retraining or further training suits me as a social media manager?
With vocational training, retraining, further training or a course: Business teacher at a vocational school.
What promotion options do I have as a social media manager?
Promotions include, for example: Head of marketing and Head of corporate communications.
Which of these jobs pay the most?
According to official statistics, the highest median full-time salaries are: Head of marketing (€7,900 gross per month), Head of corporate communications (€7,384 gross per month) and Association managing director (€6,815 gross per month). Half of employees earn more, half earn less; when you start it is often lower. Source: Federal Statistical Office of Germany (Destatis), April 2025. No guarantee of accuracy.
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