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.

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 reponsibilities.

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 with tasks (generic examples are provided by the essence statements for each level)

Where higher levels are not defined...

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


Defined at these levels: 5 6 7

Show/hide extra descriptions and levels.

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.

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.

Level 4

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

Marketing management: Level 5

Level 5 - Ensure, advise: Essence of the level: Provides authoritative guidance in their field and works under broad direction. Accountable for achieving workgroup objectives and managing work from analysis to execution and evaluation.


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

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


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

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.


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.