The global skills and competency framework for the digital world

Marketing management MKTG


Developing, implementing, and managing marketing strategies and plans to achieve organisational objectives and optimise marketing effectiveness.

SFIA 9 is in development

  • SFIA 9 beta due in early July 2024
  • SFIA 9 planned for publication October 2024

Guidance notes


Activities may include, but are not limited to:

  • defining marketing strategy and goals
  • creating comprehensive marketing plans
  • managing marketing budgets
  • aligning marketing activities with business objectives
  • measuring and analysing marketing effectiveness
  • supporting business development and growth initiatives
  • evaluating and optimising marketing activities
  • collaborating with stakeholders to inform and execute strategies.


Defined at these levels: 5 6 7

Marketing management: Level 1

Marketing management: Level 2

Marketing management: Level 3

Marketing management: Level 4

Marketing management: Level 5


Manages the development and execution of comprehensive marketing plans within specified budgets.

Aligns marketing plans with business objectives and coordinates with other teams.

Finds innovative solutions to marketing problems. Uses experience and data to make recommendations to senior management.

Reviews and reports on the effectiveness of marketing approaches and services and their impact on business outcomes.

Marketing management: Level 6


Defines and oversees plans to execute the overall marketing strategy to achieve organisational goals.

Ensures the alignment of marketing plans with business objectives and market insights. Evaluates key factors for the successful execution and measurement of marketing strategies.

Identifies and addresses current and future marketing capability needs.

Collaborates with senior leadership to integrate marketing strategies with organisational vision.

Marketing management: Level 7


Leads the creation of long-term marketing strategies aligned with organisational vision and objectives.

Directs the marketing function, ensuring the integration of marketing plans with business goals. Oversees the evaluation and optimisation of marketing activities, ensuring maximum impact and efficiency.

Provides strategic advice to senior leadership on marketing trends and opportunities.

Promotes a culture of continuous improvement within the marketing team. Ensures the marketing function adapts to changing market conditions and business needs.