Marketing campaign management MKCM

Executing, monitoring and optimising marketing campaigns across various channels to engage target audiences and achieve desired outcomes.

Revision notes

Updates for SFIA 9

This is a new skill introduced in SFIA 9.
Theme(s) influencing the updates for this new skill: Support for specialised domains in the field of marketing.
Previous SFIA assessments or skills mapping of other SFIA skills are not impacted by this new skill.

Guidance notes

Activities may include, but are not limited to:

developing campaign strategies and selecting appropriate channels and tools
writing creative briefs and evaluating creative concepts
collaborating with internal teams and external agencies to develop compelling marketing content
implementing and monitoring multi-channel marketing campaigns
selecting appropriate tools and channels to reach target audiences
developing and distributing marketing content and materials
organising and participating in marketing events and initiatives
analysing campaign performance and optimising for better results.

Understanding the responsibility levels of this skill

Where lower levels are not defined...

Specific tasks and responsibilities are not defined because the skill requires a higher level of autonomy, influence, and complexity in decision-making than is typically expected at these levels. You can use the essence statements to understand the generic responsibilities associated with these levels.

Where higher levels are not defined...

Responsibilities and accountabilities are not defined because these higher levels involve strategic leadership and broader organisational influence that goes beyond the scope of this specific skill. See the essence statements.

Developing skills and demonstrating responsibilities related to this skill

The defined levels show the incremental progression in skills and responsibilities.

Where lower levels are not defined...

You can develop your knowledge and support others who do have responsibility in this area by:

Learning key concepts and principles related to this skill and its impact on your role
Performing related skills (see the related SFIA skills)
Supporting others who are performing higher level tasks and activities

Where higher levels are not defined...

You can progress by developing related skills which are better suited to higher levels of organisational leadership.

Click to learn why SFIA skills are not defined at all 7 levels.

Show/hide extra descriptions and levels.

Levels of responsibility for this skill

Level 1

Level 1 - Follow: Essence of the level: Performs routine tasks under close supervision, follows instructions, and requires guidance to complete their work. Learns and applies basic skills and knowledge.

Level 2

Level 2 - Assist: Essence of the level: Provides assistance to others, works under routine supervision, and uses their discretion to address routine problems. Actively learns through training and on-the-job experiences.

Marketing campaign management: Level 3

Level 3 - Apply: Essence of the level: Performs varied tasks, sometimes complex and non-routine, using standard methods and procedures. Works under general direction, exercises discretion, and manages own work within deadlines. Proactively enhances skills and impact in the workplace.

Assists in the execution of marketing campaigns.

Uses selected tools and channels to engage target audiences.

Monitors campaign performance and collects data for analysis.

Participates in marketing events and initiatives.

Marketing campaign management: Level 4

Level 4 - Enable: Essence of the level: Performs diverse complex activities, supports and guides others, delegates tasks when appropriate, works autonomously under general direction, and contributes expertise to deliver team objectives.

Plans and executes marketing campaigns across multiple channels.

Selects appropriate tools and platforms to reach desired audiences.

Creates and distributes engaging marketing content and materials. Writes campaign briefs and contributes to creative evaluation.

Analyses campaign performance and makes recommendations for optimisation.

Marketing campaign management: Level 5

Level 5 - Ensure, advise: Essence of the level: Provides authoritative guidance in their field and works under broad direction. Accountable for delivering significant work outcomes, from analysis through execution to evaluation.

Develops and oversees complex, multi-channel marketing campaign strategies.

Selects optimal channels, tools and creative partners. Leads creative briefings and evaluates concepts.

Manages stakeholders and ensures brand consistency.

Monitors campaign performance and adjusts tactics as needed. Analyses campaign results and reports on key metrics and outcomes.

Level 6

Level 6 - Initiate, influence: Essence of the level: Has significant organisational influence, makes high-level decisions, shapes policies, demonstrates leadership, promotes organisational collaboration, and accepts accountability in key areas.

Level 7

Level 7 - Set strategy, inspire, mobilise: Essence of the level: Operates at the highest organisational level, determines overall organisational vision and strategy, and assumes accountability for overall success.

New skill