i'm looking to pivot into paid search or programmatic from an analytics and strategy background, does anyone have any advice on what to look for in job titles, agencies, non-agency roles, and expectations in making a lateral?

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Do you have hands on keys experience with paid search and programmatic? If not, it will not be a lateral move.

If you do and it’s been years, take some refresher courses. And refresh yourself with all the new UI changes and updates and features

For strategy, you need to highlight how you were involved in anyway from a strategy perspective. Were you in pitches? Were you involved in planning or a strategy planning process in any way?

If no, don’t expect a lateral move…

I'm not sure if you are the same Sr VP as in the other response, but I left a response to the other comment to consolidate my overall motivations in one place since my reply was relevant to both comments.

I think career prospects wise, analytics and strategy have bigger potential.

Programmatic and search buying/activation is getting more and more commoditized and being offshored.

im not sure if this is the same Sr VP in the other reply, but if it is, i hope you don't mind me replying to this since my response to the other response is tied into this one.

while I wouldn't mind continuing in analytics, unfortunately, I ended up on an awful team and was misled on the work I would be doing. I only realized the reality of why my role is the way it is this year. because of that, my time spent in analytics has completely gone to waste. at this point, it is really difficult for me to lateral anywhere because of how much time in my career was wasted by a bad placement, and my egregious lack of experience I've been afforded in my current role. I have tried to lateral. it feels like my career came to an end because I made an error in where I landed currently.

long, long-term i'd like to be able to build up my own business(es). i don't dream of mega corporations. but even a small shop needs to know how to media plan and activate, at scale. and so i wanted to get into programmatic and paid search for long-term skills i can take away from my time in media that would be critical in achieving this goal. paid social was also considered, but i leaned towards paid search and programmatic from personal preference.

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