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This guy. I got hired to do part time SM work for an ecomm shop. Proved I knew what I was doing and expressed interest in doing email work as well (their previous email partner was god awful) and got the okay from my boss. Proved myself again, started studying up on paid and took that over as well. It's very much possible to make that switch, you just have to be a self-starter and willing to learn as much as you can about the work you're interested in before approaching your boss about taking it on.
Started in comms/social and eventually moved into PMM. I started inserting myself in conversation, pitching ideas, and stretch goals to be included for certain projects. Doing that got my name out there and when a positioned opened up, I got moved to PMM. That's all internal movement though. I'd imagine it's tougher trying to pivot going to a different company.
Chief
A few people on my team have made that transition over the years. Social is such an amazing way to start because it’s intersection of consumer intelligence and trends, content, media/data/tech. There are so many angles to bring thought leadership and be really strategic