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How would you explain in a cover letter your desire to change careers from one industry to another?

I currently work in the pharmaceutical industry as a director of marketing and would like to apply for a position as a director of marking in the entertainment industry (specifically movie theater chain promotions). Any ideas for explaining this transition?

you can apply what you have learned already to scenerios that may occur in the entertainment industry. Basically present the skills and achievements you made so far that they show potential in the industry you would like switch to.

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