Is it necessary to add on digital marketing skills to jump from head of product marketing to VP marketing or Head marketing roles. If so, what certifications do you suggest?

Understanding the impact of digital marketing as part of marketing channels is very important to understand as a senior leader if you are managing and/or partnering with that team. Whether or not you need specific hands-on training or certifications depends on your role and industry. Here are some suggestions to upskill, including certifications, self-assessment, and hands-on experience.

Certifications

General Assembly offers comprehensive digital marketing courses. I benefited greatly from a 10-week in-person class they offered where I applied theoretical concepts to real-world scenarios by working with a local business.

Self-assessment
It’s always helpful to assess specific gaps you may have in your role and/or your industry, and pursue training in Martech tools like Marketo and Google Analytics.

Hands-on experience

As with any skill, hands-on experience is essential. I recommend partnering with colleagues for opportunities to take on projects or gain exposure in these areas.