Hi fellow PMs, Question for the group: has anyone here made the switch from being a creative agency PM to a digital producer or digital agency PM? I.e. going from managing creative projects like TV to managing website builds/UX projects. If so, what was the transition like and what helped you get your bearings in the new environment? I’m thinking about making the switch myself but I don’t have a digital background.

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Yup. Here’s one long and winding path from creative to tech:

I started out in video production and creative content (field producer/writer/editor) before going to an agency where I was strictly a video content pm. That agency had some CMS projects and a small dev team... I would try to get exposure to the team and their work any chance I could and I told my managers at the time that I was eager to expand my expertise to digital. Unfortunately, it just meant working double to learn general digital and dev literacy on the side. So I left and went to work in-house on a marketing team at a SaaS company. While my day-to-day work was still pretty content and marketing focused, I was in much closer proximity to real engineering teams and was able to continue to learn digital and tech stuff “on the side.” That year I probably googled 80 tech terms a day. I studied up on web development and app basics (disclaimer, I dabbled with code, but quickly learned that you need to know what code languages are used for but not really how to speak them for a pm role) how engineering teams are typically structured, how they manage work, product management processes, all the tools tech teams use (JIRA), agile, asked for access to a scrum certification course and got training to get a CSM (which can be pricey but no where as rigorous as going after a PMP type cert). While I was at that company, I ended up managing the marketing website production team and learned a ton as I went. Then I went back to the agency world, and was very vocal that my focus was product and was fortunate to be put on some fairly large platform build projects. All while learning as I went and spending a lot of late nights catching up on concepts I didn’t understand. Now I’m about 6 years into being much more tech/Ux focused and I still google stuff everyday, but that’s sort of the beauty of working in a discipline that is constantly evolving and requires you to stay current on technology. I’m very very glad I leaned into it and highly recommend you make the move if it interests you!

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I work for a small shop and currently manage both types of projects. One thing that’s helped me is doing my research on the tools our web/UX team uses. If I can at least somewhat understand what they use and how they work it makes the project a LOT smoother.

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I did it, but the transition was easier for me because I also worked with developers and UX designers on website updates as part of the integrated campaigns I managed. Get familiar with agile project management and JIRA. Take a class. I was so lucky to have a great team who helped me along the way. You just fake it til you make it.

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Hi all,

I greatly appreciate the advice here. I made the switch and am starting my new job soon! I’ll definitely keep some of this advice in mind as I jump in to the new role.

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Yes I was lucky though, I worked with creative teams that made assets for a digital site. Another team at my agency also did the technical implementation/new features for the same site. I pushed my manager to add me to something on the technical team, but the learning curve was huge! You have to learn site development basics on your own (ie how are sites build, what is software development methodology, what platforms are they using, what is agile etc)

Hi! I actually did a boomerang: fully digital -> hybrid digital and traditional tvc -> only TVC -> integrating digital and web into my tvc work

This is because we have a brilliant head of business who lets me work on collaborative exercises to build the business which has resulted in tech and digital wins that fall under my purview.

Given most of my career has been agile by accident (waterfall really only happened on a global website replatforming) so I was set up for success by accident.

Honestly the easiest way to learn is send a tech PM and a UX lead 5$ on Venmo to get a coffee and ask to pick their brains

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