Email Marketing
Email Marketing is the ability to strategically create and distribute content to targeted audiences via email. This capability includes understanding audience segmentation, crafting compelling messages, and analyzing campaign success. Effective Email Marketing can drive customer engagement, retention, and ultimately boost business revenue.
Level 1: Emerging
At a foundational level you are learning to create and send simple email campaigns to specific groups from provided templates or guidelines. You follow instructions to support marketing goals and follow basic rules on content, timing, and audience. Your work helps the team keep customers informed and engaged at a basic level.
Level 2: Proficient
At a developing level you are beginning to plan and send email campaigns with guidance, using basic audience lists and templates. You focus on following best practices for messaging and presentation, and you track basic results such as open and click rates. Your efforts help support wider marketing goals and build your understanding of what works for your audience.
Level 3: Advanced
At a proficient level you are able to plan and deliver targeted email campaigns that engage your audience and drive results. You segment lists, tailor messages, and regularly measure performance to improve impact. Your work supports broader marketing goals by growing customer relationships and increasing conversions.
Value Proposition Design
Value Proposition Design is the strategic development of unique selling points in marketing. This capability involves analyzing audience needs, understanding the competitive landscape, and crafting compelling reasons for consumers to choose a specific product or service. It underpins successful campaigns by clearly communicating the distinctive ways a brand delivers value.
Level 1: Emerging
At a foundational level you are able to recognize what makes a product or service appealing to customers and can describe basic features that set it apart. You follow guidance to learn about audience needs and competitor offerings. Your input helps your team shape marketing messages that start to highlight the brand’s unique value.
Level 2: Proficient
At a developing level you are starting to contribute to the creation of value propositions by gathering information on customer needs and competitor offerings. You assist in shaping messages that highlight what makes your product or service stand out in the market. Your input helps your team create clearer, more relevant marketing communications.
Level 3: Advanced
At a proficient level you are able to develop clear and relevant value propositions that address your target audience’s needs and set your offering apart from competitors. You analyze market trends and consumer feedback to shape messaging that resonates and drives engagement. Your work helps marketing campaigns connect with customers and support business growth.
Social Media Management
Social Media Management is the ability to strategically utilise online platforms to market products or services, engage with audiences and expand brand awareness. It involves creation, curating and analyzing content, and overseeing consumer interactions. Success in this capability enhances customer relations, drives sales and supports organizational growth.
Level 1: Emerging
At a foundational level you are able to use social media platforms to post basic content about products or services and respond to simple customer enquiries. You follow established guidelines and schedules, supporting wider marketing goals under supervision. Your work helps maintain a visible and consistent brand presence online.
Level 2: Proficient
At a developing level you are able to manage social media accounts and schedule posts that follow your team’s marketing plan. You can respond to basic enquiries and share content that helps promote brand messages. With support, you contribute to building engagement and audience growth on key platforms.
Level 3: Advanced
At a proficient level you are confident managing multiple social media platforms to deliver engaging campaigns that support marketing goals. You plan, create, and schedule content that reflects brand identity while responding thoughtfully to audience interactions. Your approach builds stronger customer connections and helps your organization grow its reputation and reach.
SEO and SEM
SEO and SEM is the knowledge, application and optimization of strategies that improve online visibility and engagement. This involves understanding search engine algorithms and audience behavior. Effective use extends reach, augments brand recognition, and drives traffic, quantifiably enhancing marketing outcomes.
Level 1: Emerging
At a foundational level you are aware of the purpose of SEO and SEM in marketing, recognizing how they help make brands more visible online. You follow basic instructions to apply keyword research and simple optimization techniques, supporting campaigns that reach more people and drive website visits. Your work helps the team build a stronger online presence.
Level 2: Proficient
At a developing level you are starting to apply basic SEO and SEM tactics to your marketing activities, such as using relevant keywords and improving website content for search engines. You rely on guidance and existing frameworks to build your understanding of how search engines and customers interact. Your contribution helps lay the groundwork for increased online visibility and traffic.
Level 3: Advanced
At a proficient level you are able to plan and execute SEO and SEM strategies that strengthen your brand’s online presence and generate measurable results. You know how to use insights from keyword analysis and audience behavior to optimize content and campaigns. Your actions increase website traffic, improve engagement, and support broader marketing goals.
Partner Marketing
Partner Marketing is the capability of building and managing mutually beneficial relationships with strategic commercial partners. This capability involves identifying, securing, and nurturing partnerships that align with the company's marketing objectives and amplify brand messages. Effective Partner Marketing drives enhanced customer engagement and business growth.
Level 1: Emerging
At a foundational level you are able to support simple partner marketing tasks, such as gathering information about potential partners and helping to coordinate basic marketing activities. You follow established processes and instructions, learning how partnerships contribute to marketing outcomes. Your work ensures accuracy and helps build a reliable base for more experienced colleagues.
Level 2: Proficient
At a developing level you are starting to support partner marketing activities by helping to coordinate joint campaigns and manage communications with partners. You follow established processes and seek guidance to ensure partnerships align with marketing goals. Your efforts help build trust and contribute to the value partnerships bring to the brand.
Level 3: Advanced
At a proficient level you are able to independently manage and grow ongoing partner marketing relationships that support the company's strategy. You create and deliver joint campaigns, ensuring both parties benefit and brand messages are amplified across channels. Your efforts result in increased reach, stronger customer engagement, and measurable business growth.
Marketing Strategy Development
Marketing Strategy Development is the ability to design and implement effective marketing plans. It encompasses the understanding of market trends, consumer behavior, and the competitive landscape. This capability requires strategic thinking to create campaigns that enhance brand awareness, increase customer engagement and drive sales, ultimately contributing to business growth and success.
Level 1: Emerging
At a foundational level you are beginning to understand the basics of marketing strategy and how it shapes successful campaigns. You can follow direction to gather market information and support the creation of marketing plans. Your contribution helps the team build a clear picture of customers and competitors, supporting stronger brand awareness efforts.
Level 2: Proficient
At a developing level you are beginning to contribute to the planning and execution of marketing strategies, drawing on basic knowledge of market trends and customer needs. You support routine campaign activities and apply guidance from more experienced colleagues. Your work helps build your understanding of effective marketing plans and their role in supporting business goals.
Level 3: Advanced
At a proficient level you are able to develop and execute marketing strategies that align with business goals and respond to changing market conditions. You consider consumer needs, market trends, and competitor actions when shaping plans and campaigns. Your capability helps build brand recognition, strengthen customer relationships, and support sustainable business growth.
Marketing ROI Measurement
Marketing ROI Measurement is the capacity to evaluate the efficacy of marketing campaigns through financial success indicators. This involves calculating the return on investment (ROI) by tracking expenses incurred and revenues generated. It enables marketers to make data-driven decisions, reinforcing profitable strategies and identifying areas for improvement.
Level 1: Emerging
At a foundational level you are aware that marketing activities cost money and can impact business results. You can identify basic marketing expenses and recognize that tracking results helps show value. This understanding helps you support team efforts to measure and discuss the impact of simple marketing campaigns.
Level 2: Proficient
At a developing level you are learning to track and compare basic marketing costs and revenue results to assess campaign effectiveness. You use straightforward methods to calculate and present ROI, seeking support when interpreting data or addressing gaps. Your work helps your team start making informed decisions about which activities offer the best value.
Level 3: Advanced
At a proficient level you are able to consistently track, analyze, and report on marketing spend against clear financial outcomes. You use data to link campaign activities to revenue, helping your team refine strategies and maximize budget effectiveness. Your insight guides informed decisions that improve future marketing performance.
Marketing Automation
Marketing Automation is the strategic deployment of technology to manage, execute and evaluate marketing efforts on a streamlined platform. It equips marketers with skills to create personalized customer experiences, enhancing efficiency and scalability. Its impact not only boosts brand engagement but optimizes business returns by freeing resources for deep-level tactics.
Level 1: Emerging
At a foundational level you are aware of how marketing automation tools work and can follow basic processes to support campaigns. You use provided templates and simple workflows to help deliver scheduled emails or posts. Your actions save time for your team and help keep marketing efforts consistent.
Level 2: Proficient
At a developing level you are able to use basic marketing automation tools with guidance, sending simple campaigns and monitoring responses. You follow set processes and begin to understand how automation can improve marketing efficiency. Your work helps the team save time, letting them focus more on creative and strategic efforts.
Level 3: Advanced
At a proficient level you are confident in using marketing automation tools to deliver tailored campaigns and monitor results across multiple channels. You can independently set up, run, and refine automated workflows to improve efficiency and customer engagement. Your work helps drive better marketing outcomes and allows the team to focus on higher-value activities.
Marketing Analytics
Marketing Analytics is the practice of measuring, managing and analyzing market data to enhance effectiveness. This capability involves knowledge of data analysis techniques, interpreting trends and patterns, and applying insights to marketing strategies. Its impact lies in informed decision-making, maximizing return on investment and predicting market trends.
Level 1: Emerging
At a foundational level you are able to gather and review basic marketing data, such as campaign results or customer responses, using set tools and simple techniques. You can spot obvious patterns and share your observations with your team to support their decisions. Your careful approach helps build confidence in using data to improve future marketing activity.
Level 2: Proficient
At a developing level you are able to gather and organize basic market data using standard analytical tools. You interpret straightforward trends and patterns with guidance, applying simple insights to marketing activities. This helps you support informed decisions and contribute to improving campaign results.
Level 3: Advanced
At a proficient level you are able to independently analyze and interpret marketing data to identify trends and draw practical insights. You routinely apply these findings to improve campaign effectiveness and support business objectives. Your work helps guide informed decisions and increases value from marketing investments.
Target Market Research
Target Market Research is the methodical process of gathering and analyzing data about a specific market. It involves recognizing and investigating potential market opportunities and threats, and understanding the target customer's preferences and behaviors. Effective Market Research significantly contributes to strategic decision-making, benefiting the overall performance of marketing endeavours.
Level 1: Emerging
At a foundational level you are able to help collect and organize basic market information under guidance. You follow clear instructions to support research activities, such as gathering customer feedback or summarising competitor details. Your efforts contribute to a shared understanding of the market and help inform simple marketing decisions.
Level 2: Proficient
At a developing level you are able to assist with collecting and organizing market data under guidance, using basic research tools and following set processes. You help identify simple trends and customer preferences, contributing to the team's understanding of the market. Your work supports more informed marketing decisions and helps shape campaign planning.
Level 3: Advanced
At a proficient level you are able to independently design and conduct thorough market research, using a range of methods to gather and analyze relevant data. You can identify patterns and insights that inform marketing strategies and help your team respond to changing market conditions. Your work directly supports better decision-making and improves campaign effectiveness.
Event Marketing
Event Marketing is the strategic and purposeful planning, organization, and promotion of specialized events to foster an engaged audience. It focuses on generating returns through public, private, or hybrid gatherings, by directly targeting ideal prospects. The impact realized is increased brand awareness, improved customer relationships, and boosted sales.'
Level 1: Emerging
At a foundational level you are able to support the planning and delivery of simple events under guidance, helping with basic tasks like preparing materials and assisting with logistics. You follow instructions and seek direction to understand how events contribute to marketing goals. Your work helps the team create positive experiences for guests and raise awareness of the brand.
Level 2: Proficient
At a developing level you are able to support the planning and delivery of marketing events by following established processes and seeking guidance. You handle assigned tasks such as coordinating logistics or assisting with promotions, contributing to the event’s smooth execution. Your input helps build your confidence and ensures the event connects with its intended audience.
Level 3: Advanced
At a proficient level you are able to independently plan and deliver effective marketing events that achieve set objectives. You confidently manage event promotion and logistics, ensuring events run smoothly and engage the right audiences. Your approach leads to stronger brand presence and measurable results in customer interest and sales.
Advertising Channel Selection
Advertising Channel Selection is the ability to strategically pick the most effective platforms for sharing a marketing message. It involves assessing the alignment between audience demographics and channel reach, improving advertising return on investment. This capability can dramatically increase marketing campaign success by ensuring the targeted message reaches the right audience.
Level 1: Emerging
At a foundational level you are learning to recognize different advertising channels and understand their basic uses for reaching audiences. You follow established plans and seek guidance when choosing platforms to support marketing activities. By building this awareness, you help ensure the right message can begin to reach the right people.
Level 2: Proficient
At a developing level you are able to identify some advertising channels that match your campaign goals and audience profiles, with guidance. You use basic research and available data to inform your choices, considering the reach and relevance of each channel. This helps you start to focus advertising efforts where they are more likely to be effective.
Level 3: Advanced
At a proficient level you are able to select the most suitable advertising channels by matching your audience’s needs with the strengths of each platform. You confidently use data and insights to compare options and recommend a mix that fits the campaign goal. This ensures your marketing messages reach the right people and improve your advertising results.
Digital Marketing
Digital Marketing is the strategic planning and execution of online promotional tactics for product exposure. This capability requires a sound understanding of online platforms, social media, SEO, content creation, and data analysis. Leveraging these skills, marketers can increase brand visibility, drive customer engagement, and boost revenue, fulfilling business objectives effectively.
Level 1: Emerging
At a foundational level you are learning to use basic digital marketing tools, such as social media platforms and simple email campaigns, to support marketing activities. You follow instructions to help build online presence and participate in creating straightforward content. Your actions contribute to increasing brand awareness and supporting team goals in a digital environment.
Level 2: Proficient
At a developing level you are able to use basic digital marketing tools and platforms to support simple campaigns, following clear direction. You understand how channels like social media or email can build awareness and reach audiences. Your contribution helps lift brand visibility and supports the work of more experienced marketers.
Level 3: Advanced
At a proficient level you are able to plan and deliver digital marketing campaigns across multiple online platforms, using insights from data analysis to refine your approach. You create engaging content and manage social media channels to grow your brand’s audience and impact. Your work reliably increases customer engagement and helps achieve marketing goals.
Customer Segmentation
Customer Segmentation is the ability to categorise customers based on shared characteristics, behaviors, and preferences. In a marketing context, it leverages data-driven methods to target more effectively. This capability influences campaign strategies, creates tailored customer experiences, and optimizes marketing spend for improved return on investment.
Level 1: Emerging
At a foundational level you are able to recognize that customers have different needs and can be grouped based on traits like age, location, or buying habits. You use simple information to help identify basic customer segments for marketing activities. This supports your team in creating more relevant messages and reaching the right groups.
Level 2: Proficient
At a developing level you are able to identify basic customer groups using existing data and simple criteria. You help marketing teams understand broad audience segments and support more effective targeting. Your work contributes to campaigns that better reach their intended customers and improve results with early-stage segmentation.
Level 3: Advanced
At a proficient level you are able to confidently use customer data to segment audiences based on key characteristics and behaviors. You apply these insights to design targeted marketing campaigns that speak to each group’s needs and preferences. This helps your team achieve stronger engagement and better results from marketing spend.
Customer Insight Analysis
Customer Insight Analysis is the process wherein a marketer harnesses and interprets data about customer behaviors, preferences, and needs for informed marketing decisions. This involves the ability to capture, scrutinize, and interpret customer data accurately and creatively. The outcomes drive impactful, customer-centric marketing strategies and interventions.
Level 1: Emerging
At a foundational level you are able to collect basic customer data and recognize simple patterns in customer behavior or preferences relevant to marketing activities. You use available tools and guidance to help interpret information, asking for support as needed. Your actions help inform straightforward marketing decisions and contribute to a better understanding of customer needs.
Level 2: Proficient
At a developing level you are beginning to gather and organize customer data using basic tools and approaches. You can identify simple trends or patterns, supporting your team in understanding customer needs. Your growing skills help contribute to marketing decisions that are more closely aligned with what customers want.
Level 3: Advanced
At a proficient level you are able to independently analyze customer data to uncover patterns, trends, and insights that inform marketing strategies. You select the right data sources, interpret findings accurately, and share your conclusions clearly with your team. Your work helps shape campaigns and customer experiences that are grounded in real customer needs.
Creative Brief Development
Creative Brief Development is the ability to construct concise, informative and engaging guidelines for marketing initiatives. It requires a comprehensive understanding of both company values and customer needs. The impact is targeted, effective marketing campaigns that uphold brand integrity and resonate with customers.
Level 1: Emerging
At a foundational level you are able to assist in gathering information for creative briefs and help organize basic details about the campaign. You follow set templates and work with others to understand what is required. Your contribution supports the team in ensuring early-stage marketing efforts are clear and aligned with brand goals.
Level 2: Proficient
At a developing level you are able to draft simple creative briefs with some guidance, capturing basic campaign aims and audience details. You focus on the essentials, ensuring your briefs support clear direction for marketing projects. Your work helps your team move forward, while you build confidence in aligning briefs with brand values and customer needs.
Level 3: Advanced
At a proficient level you are able to independently draft creative briefs that clearly outline objectives, key messages, and audience insights for marketing campaigns. You balance company priorities with customer expectations, ensuring briefs are relevant and actionable. This results in marketing materials that are consistent with brand values and deliver stronger engagement.
Content Strategy
Content Strategy is the planning, development and management of informative, engaging marketing content. It involves understanding target audience needs, and leveraging insights to create relevant, impactful messaging. This capability not only enhances brand visibility, but also fosters customer loyalty and drives business objectives.
Level 1: Emerging
At a foundational level you are able to follow set guidelines to help create and organize basic marketing content. You recognize the importance of tailoring messages to different audiences and seek guidance to ensure content meets business needs. Your work supports the team in building a consistent and engaging brand presence.
Level 2: Proficient
At a developing level you are starting to plan and create marketing content that connects to clear campaign goals and basic audience needs. You follow existing content strategies and contribute ideas for improvement. Your work helps build brand awareness and supports the team in reaching early marketing objectives.
Level 3: Advanced
At a proficient level you are able to develop and manage content plans that align with marketing goals and meet the needs of your target audience. You use research and insights to shape messaging, ensuring content is clear, relevant, and effective across multiple channels. Your work strengthens brand presence and supports measurable business outcomes.
Content Creation
Content Creation is the insightful generation of engaging and relevant materials for Marketing purposes. It involves the use of strategic storytelling techniques and creative abilities to deliver brand narratives across various platforms. This capability impacts by enhancing customer engagement, promoting brand visibility, and stimulating positive consumer response.
Level 1: Emerging
At a foundational level you are able to assist in creating simple, clear marketing content by following provided guidelines and templates. You focus on accuracy and consistency, making sure messages are relevant for the intended audience. Your contributions help maintain the organization’s voice and support basic brand awareness across key channels.
Level 2: Proficient
At a developing level you are able to create basic marketing content that is clear and relevant, with some guidance from others. You try out storytelling techniques and creative ideas, beginning to shape your work for different platforms and audiences. Your efforts help increase brand awareness and support broader marketing goals.
Level 3: Advanced
At a proficient level you are able to create relevant and engaging content that connects with your target audience across key marketing channels. You use storytelling and creative approaches to deliver messages that support campaign goals and brand positioning. Your content routinely boosts engagement, strengthens brand visibility, and prompts positive customer action.
Compliance in Marketing
Compliance in Marketing is the ability to ensure marketing decisions, actions and communications adhere to the applicable legal, ethical and professional standards. This includes understanding specific regulatory frameworks in various market environments and embodying ethical considerations in all marketing endeavours. It provides a basis for maintaining trust in the industry, safeguards the company from potential penalties, and sustains consumers' confidence in the brand.
Level 1: Emerging
At a foundational level you are aware of the key laws, regulations, and ethical standards that apply to marketing activities in your organization. You follow established procedures to ensure your marketing work meets basic compliance requirements. This helps protect the organization’s reputation and builds trust with customers.
Level 2: Proficient
At a developing level you are able to recognize and apply basic legal and ethical requirements in your marketing activities, seeking guidance when unsure. You understand how compliance affects your daily work, such as using approved content and respecting privacy rules. This helps protect your team and brand while you build confidence handling marketing regulations.
Level 3: Advanced
At a proficient level you are able to interpret and apply relevant legal and ethical standards in your marketing activities, ensuring all campaigns, content and communications meet compliance requirements. You identify and address compliance risks proactively within your team or project. This builds trust with consumers and reduces the risk of reputational or legal issues for your organization.
Campaign Planning
Campaign Planning is a core marketing capability centered on the strategic design of promotional activities. This encompasses the identification of target audiences, allocation of resources and the scheduling of specific tasks. Effective campaign planning can significantly enhance customer engagement and brand recognition, driving an organization's overall market performance.
Level 1: Emerging
At a foundational level you are able to support basic campaign planning by following clear instructions and using standard tools under guidance. You contribute to tasks like identifying simple target groups or gathering information for timelines. Your work helps ensure campaigns start with accurate details and run according to plan.
Level 2: Proficient
At a developing level you are able to support campaign planning by assisting with market research, identifying basic target audiences, and coordinating simple tasks under guidance. You help organize information and resources, learning how campaigns are structured and timed. Your involvement increases efficiency and ensures campaigns run smoothly, while you build your marketing knowledge.
Level 3: Advanced
At a proficient level you are able to independently plan marketing campaigns that align with organizational goals and effectively reach identified target audiences. You confidently set objectives, manage budgets, and coordinate timelines to ensure smooth execution. Your campaigns consistently boost customer engagement and contribute to stronger brand recognition in the market.
Campaign Execution
Campaign Execution is the ability to plan, manage, and deliver effective marketing campaigns. It requires understanding the target market, creating compelling content, and tracking performance for optimization. This capability impacts marketing success by enhancing brand visibility, customer engagement, and ultimately driving sales.
Level 1: Emerging
At a foundational level you are able to support simple marketing campaigns by following set plans and using provided templates or tools. You contribute by helping gather content, scheduling activity, and tracking basic results under guidance. This helps your team deliver campaigns on time and learn how marketing activity reaches your audience.
Level 2: Proficient
At a developing level you are able to support the planning and delivery of marketing campaigns with guidance. You help create campaign materials and assist with tracking basic results to understand what works. Your efforts contribute to stronger team execution and improved campaign outcomes.
Level 3: Advanced
At a proficient level you are able to independently plan and execute end-to-end marketing campaigns that align with business goals. You can create targeted content, manage timelines and resources, and use performance data to make improvements. Your work consistently strengthens brand presence and drives meaningful engagement with your audience.
Brand Management
Brand Management is the expertise in creating and maintaining a desired market perception for a product or business. It encompasses the ability to strategise and execute effective campaigns, while ensuring brand consistency across channels. Adept brand management significantly impacts customer loyalty, competitive edge, and market positioning.
Level 1: Emerging
At a foundational level you are learning to recognize the basics of brand identity and understand why consistency matters in marketing materials. You support brand management activities by following established guidelines and applying feedback. This helps your team present a clear and unified image to customers.
Level 2: Proficient
At a developing level you are learning to support brand management by following existing guidelines and ensuring brand assets are used correctly in marketing activities. You seek feedback to improve your understanding of brand consistency across different channels. Your careful approach helps maintain a clear and unified brand image for customers.
Level 3: Advanced
At a proficient level you are able to manage brand activities across multiple channels, ensuring a consistent and compelling brand presence. You use data and insights to shape campaigns that strengthen brand recognition and customer trust. Your work helps the business stand out in the market and builds stronger loyalty with customers.
