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I actually made the switch out of performance marketing a few years ago. Before, I was focused on campaign optimization, analytics, and audience targeting. I moved into product management and found that my skills in analyzing data, running tests, and measuring ROI transferred really well. The most challenging part was adjusting to the new pace and learning the industry-specific knowledge, but leaning on my analytical and problem-solving background helped me get up to speed quickly. This was about four years ago, so some things may be different now, but much of it likely still holds true.