Several of the folks who have reached out to me recently for help have mentioned that they are interested in changing job roles. This always makes the career search a little more challenging and I am open with people about what I think they are up against; companies tend to hire folks that match their job specs and typically that means that they are looking for someone who did the same job somewhere else. Job shifts are more easily accomplished internally, when a company knows you and your competencies and are willing to take the risk of moving you into a different role.
All of that is not to say that you can't change job roles between employers. I know that significant change of any kind can be challenging so I understand the desire to want to push ahead and make it happen.
This Business Insider article gives tips on how to tweak your resume for the work you want when you are trying to make a shift.