Marketer Pathways - The Marketing Institute of Ireland · Marketer Pathways provides a toolkit for...

MarketerPathways

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The Marketing Institute of Ireland exists to enable marketers to build great brands, and great careers. Marketing capability is key to achieving success on both fronts.

We recognise the fact that the success of a business depends in the first instance upon its understanding of markets, customers, products and positioning. We believe that such perspectives are essential at the most senior levels of the organisation, if strategic decision-making is to be most effective.

To make this a reality, the marketing profession must generate a continuous pipeline of highly qualified executives with the requisite competencies to claim the most senior executive positions, and create the business impact that fully realises the true potential of the business.

This means that senior marketing executives must become leading candidates for Chief Executive Officer positions. This is a long-term project, that requires commitment and focus on the part of ambitious individuals and companies, and it must engage marketers at all levels of seniority from new entrants through to established leaders.

Our Competency Framework, Marketer Pathways, is designed to help marketing professionals and their employers to understand and together assess the capabilities required for both current and desired roles.

The framework is intended to be a firm foundation that will help everyone using it to demonstrate the relevance, the capabilities and the potential of a professional marketer as a trusted business executive.

The Marketer Pathways Competency Framework was developed through three phases of research: online surveys, round tables and face-to-face consultations. We took on board feedback from marketing practitioners across a range of sectors, as well as from educators and HR professionals. We are grateful to all who contributed to this project.

We believe that structured usage of this framework can be a game changer in terms of skills development for the marketing profession in Ireland, as it enables every marketer to identify and pursue personal development goals, and accelerate their career progression.

All of our learning and development programmes will align with the framework, making clear to learners which ones are relevant to their personal development plans.

Tom Trainor Chief Executive Marketing Institute of Ireland

01 The Marketing Institute of Ireland

Marketer Pathways


“this framework can be a game changer in terms of skills development for the marketing profession in Ireland, as it enables every marketer to identify and pursue personal development goals, and accelerate their career progression.”


Marketer Pathways provides a toolkit for marketing professionals to:

• Understandwhatisrequiredateachmarketingcareerstage• Identifywhereyouareonyourcareerjourney• Assesswhatyouneedtodonext• Developaplanofaction

The first part of the toolkit brings you the Pathways Competencies. Here we highlight three Competency Sections; People, Business and Marketer.

In order to consider yourself an expert in marketing, you must also have a deep understanding of the wider world of work; a core knowledge in business and people matters, regardless of your role, sector or specialism, or business.

Each competency is described at 5 levels of expertise from basic to exceptional, which should closely align with marketing career stages from Graduate to CMO or Board Level. Using this structure, you can assess the competency level you should be demonstrating, developing and aspiring towards, at every stage of your career in order to achieve success where you are or to reach the next level.


Introduction


REVIEW ASSESS PLAN ACT ACHIEVE

Career Stages Chart

Marketer Pathways – CompetencyFramework

Other Business TopicsOverview

SelfReflectionGROWmodel

Career Stages Sheet

RoleProfiles

DevelopmentPlan Guide & 70:20:10

DevelopmentTemplate

Career ConversationsGuide

Act&AchieveChecklist

Act&AchieveChecklist

Review,checkagainst your GROWmodel

Measure track progressgetfeedbackselfawareness etc

Whereareyounow?

Endorsements 1. AnBordBia2. Bord Gàis3. Deloitte4. Diageo5. Facebook6. KBC7. KerryGroup8. Laya Healthcare9. LinkedIn

10. LucozadeRibenaSuntory11. McDonalds12. OpenJawTechnologies13. PTSB14. SSEAirtricity15. TheConventionCentre16. TUDublin17. UCDSmurfitBusinessSchool1.8 Virgin Media19. WilliamFry

Our Thanks


We are grateful to Marketing Institute members from the companies below who have provided input, guidance and advice to this project.


Marketer Pathways

CompetenciesOverview

1 Communication & InterpersonalSkills 352 ConflictManagement 363 DevelopingPeople 374 Influencing 385 Leadership 39

6 ManagingPeople 407 Negotiation Skills 418 RelationshipManagement 429 Resilience 4310 Team Building 44

PeopleCompetencies-Behavioural

Critical Business

1 Action&Results 092 Change&Improvement 103 CommercialAwareness 114 Ethics&Integrity 125 Decisions&Judgment 13

6 Innovation 147 OrganisationalAwareness 158 Planning & Prioritisation 169 ProjectManagement 17

BusinessCompetencies-Fundamental

Relevant to all marketers regardless of their role, their industry sector. Different level of competence depending on career stage

Skills required in specific areas of marketing and special to our profession

1 IntegratedAnalytics 212 Brand 223 MarketingCapability 234 Channel Management 245 CorporateCommunications 256 DigitalMarketing 26

7 MarketingCampaigns 278 NewProductDevelopment 289 Marketing Strategy 2910Research 3011 Customer Centricity 31

MarketerCompetencies-Technical

Behavioural capabilities needed to effectively contribute to the achievement of business goals

Understandingof/Exposureto/Principlesof Risk Management, Financial Management, Governance, Legal & Compliance, Sales

As marketing professionals, it is critical that we understand our organisation; internally; it’s purpose, priorities and strategic direction. Externally, the commercial context and trends that influence the internal factors.

Practical business knowledge; planning, project management, change management and customer focus are some of the competencies addressed in this section. These business competencies will serve you throughout your career, regardless of role or level.


IntroductiontoBusinessCompetencies

1. Action&Results (Drive, Energy, Persistence, Performance) 00

2. Change&Improvement (Champion, Driver, Efficient, Quality) 00

3. CommercialAwareness(Business Savvy, Growth Focus) 00

4. Ethics&Integrity (Role Model; Values) 00

5. Decisions&Judgment (Analytical Thinking, Problem Solving) 00

6. Innovation (Creative, Challenging) 00

7. OrganisationalAwareness (Knowledge, Impact,) 00

8. Planning & Prioritising (Structured, Aligned) 00

9. ProjectManagement (Plan, Manage. Deliver) 00

Marketer Pathways

Business Competencies


Approaches initiatives with high levels of drive and energy, while understanding the importance of effective planning and quality. Focuses on the achievement of results, will set clear goals for success and will display urgency and enthusiasm. Will seek to win over supporters through their own personal commitment, energy and enthusiasm and will act as a role model for others. Proactive and resilient in their approach to work, dealing effectively with setbacks and seeking practical solutions to overcome significant challenges and obstacles.

• Takesclearactionandwillworkonowninitiative.Willconsultwithothersasrequired andarelikelytorequirealimitedlevelofsupervision.

• Takesproactiveresponsibilityandisclearlyaccountablefortaskswithinownrole.

• Clearfocusontherequiredoutcomeandoverallobjective.

• Makesdaytodayplanstoensuretargetsanddeadlinesareconsistentlymetand managesowntimeandefforttoachieve

• Demonstratesenthusiasmfortheirworkandfollowsthroughoncommitments. Toavoiddelaysortopreventproblemsescalating.

• Activelyseeksincreasingresponsibilityanddemonstratesanabilitytomanage additionalworkload.

• Goodself-awarenessandsenseoftheirownperformance.Benchmarkstheirown workagainsttimeandqualitymeasures

• Prioritiestasksascircumstanceschangetoensuretimelydelivery.Takestheinitiative toincreasetheirpersonalcontributionandtakesresponsibility.

• Isresilientandcanpositivelydealwithsetbacksanddisappointments.

• Willmoveoutsidetheirown“comfortzone”,toachieveobjectives.

• Providesoveralldirectionandencouragesteamstoproblemsolveandbesolutions driven.Createsahigh-performanceculturewithintheteam.

• Assignsprioritieswhenmanagingmultipleprojectsandadaptstheirapproachto takeaccountofmultipledemandsandshiftingpriorities.

• Developsandimplementsnewwaystoaddvaluetothebusinessandwilladdress difficultandcomplexsituationsinacontrolledandcomposedmanner.

• Isarolemodelforfosteringahighperformanceandactionorientatedcultureacross theorganisation.

• Worksinafocusedwaytoachieveresultsintimeofchangeandorganisationupheaval. Willnotuseadversebusinessconditionsasan“excuse”fornotachievingobjectives.

• Stronglycontributestoahigh-performanceculturewithintheexecutiveteam.Setshigh andattainableperformanceexpectationsforthebusinessanddelegatesappropriately.

• Thecapacitytotranslateanddelegatechallengingstrategicobjectivesintoclearwork streamsandspecificandmeasurableactions.

• Coachesandmentorsotherstofosterabiastowardtakingactionandseeking efficiencyacrossthebusiness.

• Setsthestrategicgoalsfortheorganisationandsecuresthenecessaryresourcesto achievethesetargets.

CompetencyEvidence

IndicativeBehaviours

Career Stage

Developing

Solid

Strong

Exceptional

Basic

2

3

4

1

5

3

4

5

1 2

6 7

01 Business Competencies Action&Results(Drive,Energy,Persistence,Performance)


Comfortable operating in an environment where there is ambiguity and where priorities and business objectives change and adapt. Sees the necessity for the organisation to be flexible and agile and advocates the need for change as a key driver of business success and continuous improvement. Adjusts to accommodate changing situations and responds positively to new demands or circumstances. Strongly focused on maximising efficiency, enhancing overall quality and creating a culture of ongoing improvement.

• Recognisesandrespondspositivelyandflexiblytonewandchangingpriorities.

• Seeksclarificationonhownewinformationorprojectsimpactonownwork.

• Learnsandappliesnewskillstoaccommodatechangingsituationsandcanadapt theirapproachasrequired.

• Hasaclearqualityfocus,seekswaystobringaboutimprovementsandefficiencies withintheircurrentrole.withoutsacrificingworkqualityorincreasingrisk.

CompetencyEvidence


Career Stage

Basic

1

• Demonstratesawillingnesstochallengethewaythingshavebeendone

• Committedtoaprocessofcontinuousimprovement.Activelysupportschanges andimprovements,helpingotherstounderstandhowtheycanbestadapt.

• Keepsup-to-datewithprofessionalandtechnicaldevelopmentsrelevanttoarea andtakesresponsibilityfortheirownpersonaldevelopment.

Developing

23

• Actsasachangeagentacrosstheorganisationandcanleadchangeandhelpover- comeresistantbyactingasarolemodelandactivelymakingthecaseforchange.

• Fosterscontinuousimprovement,adaptability,changeorientationandinnovation withintheteamandseekstoincreasetheirabilitytoadapttonewsituations.

• Demonstratesresiliencebyquicklyrecoveringfromunexpectedchangesindirection

• Appropriatelychallengestheconventionalapproachwithaviewtomakingthe organisationmoreagile,efficientandresponsivetomarketandcustomerexpectations

Solid

34

• Displaysflexibilityincomplex,ambiguousorstressfulsituationsandtakesa leadershiproleinthiscontext.Isseentoleadbyexample.

• Isinfluentialwithintheexecutiveteamingainingcompany-widecommitment toanongoingprocessofcontinuousimprovement.

• Workswiththeexecutiveteamtoidentifyanderadiatelowvalueactivities acrosstheorganisationandtocommittoanambitiousprogrammeofrapid workprocessimprovement.

Strong

45

1 2

• Akeyadvocateofchangeacrosstheorganisation;isconsideredinfluentialand crediblewiththeboardandkeystrategicpartners.

• Buildsthecapacitytobeadaptablethroughouttheorganisation,byseekingrapid adjustmentsinrespondingtochangingbusinesssituationsandseekstocounter anypotentialforcomplacencyorlackofpace.

• Providesclearleadershiponkeyissues,attimesofpressureandrapidchangeand providesasourceofdirectionandfocusforothers.

• Proactivelysupportstheorganisationthroughsignificantchangebyclarifying ambiguitiesanduncertainty.

Exceptional

5 6 7

02 Business Competencies Change&Improvement(Champion, Driver, Efficiency, Quality)


Seeks to develop a broad and deep understanding of the business and is not limited to a “marketing view, of the world”. Can assess the likely commercial implications of significant marketing decisions or business and industry trends. Can provide strong commercial insights into the strategy and business planning processes across the organisation.

• Understandsthelinkbetweencurrentroleandtheorganisation’sbusinessand commercialobjectives.

• Knowledgeofthecompetitorenvironmentandcaninputtothecommercial rationaleforvariouscompetitorproductandservicepropositions.

• Basicunderstandingofthekeydriversofcommercialsuccesswithinthebusiness.

• Astrongpersonalcommitmenttodevelopingtheirownoverallbusinessand commercialknowledge.

• Usescommercialawarenesstoidentifyandpromotebusinessandgrowth opportunitiesacrosstheorganisation.

• Capacitytomakeastrongbusinessandcommercialcasetogainsupportfor keymarketinginitiatives.

• Usestheirbroadcommercialknowledgeandinsightstoprovideeffectivesolutions tosignificantmarketingchallenges.

• Developsmarketingstrategiesandimplementationplanswhichhaveastrong commercialfoundationandwhichcandeliverclearbusinessresults.

• Adaptstheoverallmarketingstrategyandthethrustofkeymarketinginitiatives basedonshiftingbusinessdemandsandchallengestothecommercialenvironment.

• Makesasignificantbusinesscontributionacrosstheorganisationandwitha mindsetandinfluencebeyondthemarketingfunction

• Astrongcommercialfocustokeybusinessdecisionsandusesstrongmarketing insightstounderpinthebusinesscase.

• Makesastrongcommercialcontributionatboardlevelandwithkeycustomers andexternalstrategicpartners.

CompetencyEvidence


Solid

Strong

Exceptional

Basic

3

4

1

5

• Hasasolidoverviewoftheoverallcommercialcontext.

• Stronggraspofkeycommercialandbusinesstrendswithintheindustryandin otherrelatedandrelevantsectors.

• Contributeseffectivelytoproblemsolvinganddecisionmakingacrossthe organisationbyprovidingstrongmarketingandcommercialinsights,inshaping thebestsolutions.

Developing

23

4

5

1 2

6 7

03 Business Competencies CommercialAwareness (BusinessSavvy;GrowthFocus)


Career Stage

A role model for ethical conduct and promotes a values-based approach to doing business, as a potential basis of competitive advantage and as a clear basis for long-term sustainable business success. Highly credible and acts with personal integrity, matching words with action and generating trust. Ensures that organisation values (such as ethics and integrity) are integrated into company problem solving and decision making. Promotes an ethical way to do business and in resolving ethical dilemmas, will take the required action, consistent with organisation values.

• Consideredapproachable,supportive,fair,andwillingtolisten,withintheteam. Workstobetterunderstandteammemberconcernsandwilldiscussdifficult issues,inanopenmanner.

• Personallyopentodevelopment,willavoidbeing“defensive”andwilladmitmistakes andseekassistancewherethisisrequired.

• Understandstheneedtofollowestablishedpractice,particularlywithregardto matterswhicharesubjecttothelaworregulation.

• Withinthemarketingteam,identifiesethicaldilemmasandconflictsofinterestand willcoachandsupporttheteamtomakethecorrectdecisionsandtaketherightaction.

• Accountablefortheperformanceofthemarketingteamandwillbeconstructivein addressingpoorperformanceandwillnotseektoblameothersormakeexcuses.

• Actsasarolemodelforethicalconductandbehaveswithpersonalintegrity.Matches wordswithdeedsandwillleadbyexample,evenifthiscomesatapersonalcost.

• Inleadingmarketingfunction,willmodelethicalbehaviourandseektopromotethe organisation’scorevaluestoteammembers.

• Fostersopendiscussionanddebate.Encouragesdiscussiononethicaldilemmasand willnotdiscourageteammemberfromdelivering“badnews”orraisingdifficultissues.

• Buildsstrongerteamsbybringingtogetherpeoplewithdifferentstylesandapproaches, creatingadiverseapproachtoproblemsolvinganddecisionmaking.

• Respectsandvaluestheperspectivesandcontributionsofpeers,evenwhenstyles andapproachesaredifferentorareinconflictwithownfunctionalinterests.

• Displayscourageandcommunicatesopenlyandhonestly,whenraisingdifficultissues relatingtoorganisationvalues,withtheexecutiveteamandtheboard.

• Workswiththeexecutiveteamandtheboardtodevelopaclearcodeofconductwith regardtoethicsandconflictsofinterest.

• Supportstheboardinadvocatinganethicalapproachtoachievingbusinesssuccess. Ensuresthattheethicalcodeofconductreflectshowbusinessisdoneinpractice.

• Ensuresthattheorganisation’ssystemofrewardandrecognitioniscloselyalignedto motivatesustainablebusinesssuccessandpromoteethicalconduct.

• Supportstheboardinadvocatinghighethicalstandardsacrosstheindustry,asameans ofcounteringpossiblepressureforincreasedstatutoryregulation.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

4

1

5

3

4

5

1 2

6 7

04 Business Competencies Ethics&Integrity(Role Model; Values)


Career Stage

Makes appropriate and informed decisions about own area of responsibility. Contributes to effective analysis and decision making within marketing and across the organisation. Develops the ability to make well informed decisions, with available information taking account of the consequences of the chosen course of action. Effectively problem solves, by correctly identifying and diagnosing the underlying issues, in complex situations.

05 Business Competencies Decisions&Judgment(Analytical Thinking, Problem Solving)


• Recogniseswhenadviceorassistanceisrequiredinmakingdecisionsonnon- routineissuesandlookstootherstoprovidesupport.

• Behaveswithintegrityandinanethicalmanner.Isconfidentandprofessionalin dealingwithday-todaydecisions.

• Distinguishesbetweencriticalandirrelevantpiecesofinformation.Gathersinput andinformationfromavarietyofsourcestoreachaconclusion.

• Identifiesthecoreissueinproblemsolving,considerspossiblesolutionsandseeks directionandadviceasappropriate.

• Recognisescausesandconsequencesofactionsandeventsthatarenotreadily apparent.Anticipatesandthinksaheadaboutnextsteps.

• Seekstoproblemsolveeffectivelybycorrectlyanalysingtheissues,seekingexpert adviceasrequiredandconsultingandcollaboratingwithothersasappropriate.

• Correctlydiagnosestheproblemandworksasolutionthroughtoasuccessful conclusion.Looksforpracticalandworkablesolutionswhichcanbeimplemented.

• Maintainstheutmostintegrityandbehavesethicallyatalltimes.Identifiesgapsin informationandmakesinformedassumptionsinordertotaketimelyaction.

• Addressesverycomplexissuesandmakesajudgmentcallontheneedfor additionalanalysisorthebusinessnecessitytotakeatimelydecision,withthe availableinformation.

• Abletomatchappropriatesolutionstoavarietyofbusinessneeds/demands. Consistently“thinksahead”whenmakingdecisionsandseekstopreemptpossible consequencesconsideringtheoverallbusinessimpactofthechosencourseofaction.

• Takesultimateresponsibilityforkeydecisionswithintheirareasofresponsibility.

• Stronglycontributestoeffectiveproblemsolvinganddecisionmakingwithin marketingandacrosstheorganisationandisclearlyaccountableandseeksto effectivelymanagerisk.

• Providesclearleadershipacrosstheorganisationwithregardtoproblemsolvingand strategicdecisionmakingandbuildseffectivealliancestoensuretimelyactionistaken.

• Consistentlyprovidesinnovativesolutionstoincreasinglycomplexbusinessneeds. Willconsultappropriatelywithcolleaguesandtheboardonmajorbusinessdecisions.

• Keepstheboardappraisedofkeydecisionstakenandthelikelybusinessimpact.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

4

1

5

3

4

5

1 2

6 7

Career Stage


Creates and develops new thinking, ideas, solutions, methods, business processes and market or customer opportunities, to transform or improve overall organisation performance. The capacity to turn the innovation process into a key growth driver within the business. Challenges the status quo and introduces more dynamic thinking and disruptive technologies.

• Findsalternativewaysandinnovativesolutionstocompleteworkwhereobstaclesarise.

• Notfazedbyambiguityandhastheabilitytoadapttheapproach.Isopentopersonal development,acceptsvalidfeedbackandactsonsuggestionstoimprove.

• Createsnewideasordevelopdifferentperspectivesinproblemsolvingoraddressing businessissues.

CompetencyEvidence


Basic

1 1 2

06 Business Competencies Innovation (Creative, Challenging)

• Takestheinitiativeinseekingtocontinuouslyimprovehowdaytodaytasksarecompleted.

• Makesroutinebusinessprocessesmoreefficientandclearlyfocusesondeliveringthe requiredoutcomes.

• Capacitytoundertakeideasgenerationexerciseswithintheteam;ensuringthatthe team’screativestrengthsareutilisedandinnovationissupported.

• Seekstoinfluencekeyshareholdersacrosstheorganisationtosupporttheinnovation processasakeydriverofgrowthandaclearmeanstoachievebusinesssuccess.

• Arolemodelforinnovationacrosstheorganisation.Isopentoconsideringboth conventionalaswellasnon-conventionalsolutionswhenproblemsolving.

• Constructivelychallengesthestatusquoforthegoodoftheorganisation.Willseekto enlistsupportersfortheinnovationprocessfromacrossthebusiness.

• Championsacultureofcontinuousimprovementthroughinnovationacrossthe organisation.Willmakeaninformedassessmentofmore“radical”businesssolutions andwillseektobalancepotentialriskswithlikelybusinessadvantage.

• Promotesinnovationbygeneratingcommitment,enthusiasmandenergy.

• Seekstoinnovateandtakecalculatedandmanagedrisksinordertoachievelong-term businesssuccess.

• Leadstheinnovationeffortacrosstheorganisation.Willfacilitatethedevelopment ofbreakthroughthinkinganddisruptivetechnologiesbymakinginnovationacore competencywithinthebusiness.

• Workswiththeboardtoensurethattheorganisationinvestsinresearchand developmentandtheinnovationprocesstoensurefuturebusinesssuccess.

• Reviewsthelong-termimpactofinnovationwithinthebusinesstoaccurately accessreturnoninvestmentandothermeasuresofvalueadd.

Developing

23

Solid

34

Strong

45

Exceptional

5

6 7

Career Stage

Has a clear understanding of organisation culture and how key stakeholders interact. An ability to understand the formal rules and structures, including the ability to identify key decision makers, as well as the individuals who directly influence them. An effective influencer with a clear capacity to navigate complexity across an organisation.

07 Business Competencies OrganisationalAwareness (Knowledge, Impact)


• Goodunderstandingofthecommercialcontextandorganisationalculturewithinwhich thebusinessoperates.

• Understandsandusestheorganisation’sstructures,rulesandnetworks.

• Knows,respectsandfullysubscribestotheorganisation’scodeofconductandvalues.

• Clearlyunderstandsthevision,missionandoverallobjectivesoftheorganisation andhowtheserelatetotheirownareaofresponsibilities.

• Contributestoandunderstandstheorganisation’soverallstrategy.

• Sharesknowledgeaboutandencouragesotherstokeepuptodatewiththe organisation’srules,structures,networks,systemsandenvironment.

• Aneffectiveinfluencer;canprogressandgainsupportandagreementacrossthe organisationforkeyinitiatives.

• Ensuresthatcompliance,ethicsandorganisationvaluesareconsideredwhen significantbusinessdecisionarebeingtaken

• Contributestofosteringanorganisationculturewhichexemplifiesbestpracticeand avalues-basedapproachinworkingwithkeystakeholdersandstrategicpartners.

• Highlyinfluentialandcredibleacrosstheorganisationwithastrongcapacitytogain supportformajorbusinessinitiatives.

• Usestheirinfluencingabilitytohelpovercomeresistancetochangeandtoachieve “buyin”atseniorlevelsacrosstheorganisation

• Communicatesasharedunderstandingoftheorganisation’sstrategicdirectionto motivateemployeesandtoovercomeresistancetochange.

• Highlycredibleandinfluentialwiththeboard,keystakeholdersandexternal strategicpartners.

• Usestheirknowledgeandinsightsinorganisationcultureanddecisionmaking tohandlecomplexsituationseffectively,forthegoodofthebusiness.

• Arolemodelforethicalandvalues-basedconductandisseentoexemplifythe bestaspectsoforganisationculture.

CompetencyEvidence


Developing

Basic

23

1 1 2

Solid

34

Strong

45

Exceptional

5

6 7

Career Stage


08 Business Competencies Planning & Prioritisation (Structured, Aligned)

An ability to plan successfully and to set clear priorities. Promotes the benefit of effective planning in order to achieve business success. Has the ability to plan, change direction and adjust business priorities, to respond to significant changes in business and market conditions.

• Takesastructuredandplannedapproachtoworkandhastheabilitytoprioritise whatneedstobedone,tobestachieveindividualandteamobjectives.

• Abilitytoplanandstructureindividualandteamworkstreams,tomaximiseefficiency.

• Hastheabilitytobeflexibleandresponsivetotheneedsofkeyinternaland externalstakeholders.

• Aneffectivetimemanagerandseekstotakeaplannedandstructuredapproachto bringingkeymarketinginitiativestoasuccessfulconclusion.

• Highlyplannedapproachtomakethebestuseofavailableresourcesandtotake accountofpossibleobstaclesorbottlenecks.

• Canmanagemultipleandcompetingprioritiesandcannegotiateeffectivelywith variousstakeholderstoachievethebestoutcomefortheorganisation.

• Aneffectiveprojectmanager,whowillregularlyreviewperformanceagainstkey milestonesandwilltakecorrectiveaction,asrequired.

• Successfullyimplementsbusinessplansandconductstimelyreviewstoassess outcomesandtheeffectivenessoftheplanningandprojectmanagement approachestaken.

• Undertakesaregularreviewofmarketingandbusinessplans,toensurethat plannedobjectivesandprioritiescontinuetoberelevantandtakeaccountof changingmarketconditions.

• Balancestheneedtoplanforthelong-termandmaintainstheorganisation’stactical abilitytoachieveshort-termgoals.

• Ensuresthatkeymarketingprioritiesareclearlyalignedtoorganisationstrategyand businessgoalsandtakesaccountofsignificantmarketchangeandcustomertrends.

• Fostersacultureofeffectiveplanningandprioritysettingwithinthemarketing functionandacrosstheorganisation.

• Bringsstrongplanningskillstothestrategydevelopmentandbusinessplanning processes,aspartoftheexecutiveteam.

• Assiststheboardintakingaplannedandlong-termperspectiveindirectingthe organisationandutiliseseffectiveplanningtoensurethataclearstrategyand effectiveprioritiesareinplace.

• Conductsacomprehensivereviewsofoverallbusinessprioritiesregularly,toensure thatkeycompanyactivitiesareclearlyalignedtooverallbusinessstrategy.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

23

34

45

1 1 2

5 6 7

Career Stage


The ability to successfully manage and deliver sizable projects within own area of responsibility. Seeks to identify key milestones and resource requirements to deliver on time and within budget. The capacity to harness the efforts of others, across the business, to ensure key deadlines are achieved and that project objectives as delivered on time and within budget. Over time develops the capacity to effectively manage a range of diverse and complex projects, across the organisation.

• Producesabasicprojectplanwhichidentifiesthekeyactivities,scheduleskey actions,estimatesresourcerequirements,identifiespossibleinterdependencies andspecificprojectdeliverables.

• Developsunderstandingofprojectmanagementbestpracticeandcanusebasic planning,workflowandtrackingtools.

• Understandstheorganisation’sapproachtoeffectiveprojectplanning.Canprovide regularprojectupdatesandseeksassistancewheresignificantissuesarise.

• Effectivelymanagesaprojectteamandco-ordinatescrossfunctionalinputs. Providesregularupdatestokeystakeholdersandidentifiesanyemergingissues.

• Developsincreasingcomplexprojectplansorplanformultipleprojects.Develops theirabilitytobetterestimatepeopleresourcerequirementsandtimerequirements.

• Identifiesmajorobstaclestoprojectsuccessandidentifiespracticalsolutionsto address.Wherearesolutionisnotpossible,willescalatethematter,wherenecessary.

• Anexperiencedandtrustedprojectmanager,whoiscredibleandinfluentialacross theorganisationandwithkeyexternalstakeholders.

• Hastheknowledgeandexpertisetosuccessfullydeliverccomplexandlarge-scale projects,successfullymanagingkeystakeholdersandexternalprojectpartners.

• Ensurestherequiredprocessesareinplaceforeffectivebudgetmanagementand compliancewiththerequiredapprovalsprocessandanyregulatoryobligations.

• Takesastrategicroleinmanagingstakeholderexpectationsandconcluding negotiationsonoverallstakeholder/clientrequirements.

• Leadskeyprojectsandobtainsexecutiveandboardapprovalsprocess.

• Accountableandresponsibleforthedeliveryofarangeofcomplexprojectsor changeprogrammeswithinmarketingandacrossthebusiness.

• Consideredanexpertprojectmanager,acrosstheorganisation.Hasakeyrolein buildingprojectmanagementcapabilitywithinthebusiness.

• Actsasprojectsponsorforkeystrategicprojectsacrosstheorganisation,isconsidered anexpertinleadinganddeliveringhighlycomplexprojectsandchangeprogrammes.

• Championsahigh-performancecultureforprojectmanagementwithinthebusiness.

CompetencyEvidence


Developing

Basic

23

1 1 2

09 Business Competencies ProjectManagement(Plan, Manage, Deliver)

Solid

34

Strong

45

Exceptional

5

6 7

Career Stage

This section focuses on Marketing specific competencies and indicative behaviours. At each level we describe the core areas of marketing specialisation from brand, channel, digital marketing and new product development.

At the early career stages, you can use this to explore areas of specialisation, at the latter career stages it will aid you in facilitate the development of your marketing team.


IntroductiontoMarketerCompetencies

Marketer Pathways

Marketer Competencies


1. IntegratedAnalytics (Behavioural; Data) 00

2. Brand (Strategy; Development; Managing; Positioning) 00

3. MarketingCapability (Encouraging; Building; Developing) 00

4. Channel Management (Distribution Development; Category Management) 00

5. CorporateCommunications (PR; Media; Reputation) 00

6. DigitalMarketing (Strategy; Capability; Integration) 00

7. MarketingCampaigns (Communications, Advertising; Brand) 00

8. NewProductDevelopment (Product; Service; Value; Proposition) 00

9. Marketing Strategy ( 00

10. Research (Analysis; Customer Insights) 00

11. Customer Centricity (Expectations, Relationships, Data) 00

A capacity to draw together information from both qualitative sources, such as behavioural, attitudinal, psychological, cultural; and to merge with quantitative sources, such as big data, analytics and other numerical information. Using high quality customer and market information to inform and guide business and marketing strategies. Using data analysis to evaluate the success of key marketing initiatives and overall business performance.

• Isfamiliarwiththeorganisation’svarioussourcesofbusiness,customerandmarket information,bothbehaviouralanddata

• Isfamiliarwithandusestheorganisation’sinformationsystemstoextrapolateand interpretrelevantcustomer,serviceandmarketinformation.

• Understandstherangeofmetricsusedtomeasurevalueandeffectiveness.Canuse analyticstoreviewthebusinessimpactofkeymarketingactivities.

• Supportsthedevelopmentandimplementationofaneffectivebusiness/marketing insightsstrategy,toinformthestrategicplanningacrosstheorganisation.

• Demonstratesanabilitytotakeacomprehensiveapproachtoinsightsdevelopment, throughdemonstratingintegratedthinking(bothbehaviouralanddata).

• Workswithcrossfunctionalteamsacrossthebusinesstoensurethattheorganisation isgatheringgoodqualitybehaviouralinformationanddata;

• Leadsthebusinessinsightsstrategyfortheorganisationandmakesasignificant contributiontotheoverallmarketingandstrategicplanningprocess

• Promotesthebenefitsandpowerofintegratedthinkingin,problemsolving, opportunitiesdevelopmentandstrategysetting,acrosstheorganisation

• Isconsideredhighlyinfluentialandcredibleinprovidingcustomer,marketand businessinsights(deliveredthroughIntegratedThinking)toinformandimprove thequalityofdecisionmakingacrosstheorganisation.

• Expertinbehaviouralinformationanddata;usestomakeastrongcontributionto theexecutiveteam,theboard,problemsolvinganddecision-makingprocesses.

• Ensuresthatthepowerandbenefitsofallrelevantinformationsources,isshared acrosstheorganisationandnotrestrictedtomarketing.

• Willseektoinfluencetheorganisation’sICTstrategy,toensurethattheorganisation hasthetechnicalcapabilitytomanageandminebigdata.

• Drivesthedevelopmentofaneffectiveanalyticsstrategyacrosstheorganisation. Seekstobuildastronginformationculture,asakeydriverforoverallbusinesssuccess.

• Providesclearleadershipacrosstheorganisationanddemonstratesthepowerof analyticstodriveeffectiveproblemsolvingandstrategicdecisionmaking.

• Workswiththeboardtodrivethedevelopmentofaneffectiveinsights’strategy acrosstheorganisation.Seekstobuildastronginformation/behaviouralandanalytics cultureasakeydriverformarketingandoverallbusinessperformance.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

4

1

5

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5

1 2

6 7

01 Marketer Competencies IntegratedAnalytics(Behavioural; Data)


Career Stage

Capacity to develop an effective brand strategy which defines what the brand stands for and sets out the brand’s personality and competitive positioning. The ability to implement the agreed brand strategy, deliver on the brand promise, create brand guidelines, manage the brand’s development, assess brand performance and adapt the chosen strategy as required, to drive business success.

• Contributestothedevelopmentofaneffectivebrandstrategy.Makesastrong contributiontotheimplementationoftheagreedstrategy.

• Workstoprotectthedevelopmentofthebrandanddevelopsclearguidelines andputsinplacetherequiredprocessestoensurethesearefollowedacross theorganisation.

• Identifiestherelevantmetricsandgatherstherequiredinformationtoassess brandperformance.Inputsthisinformationintothemarketingand businessplanningprocesses.

• Developstherequiredimplementationplanstodeliverontherequiredbrand positioningandbrandpromise

• Workstomanagethedevelopmentofthebrandandexecutesontheagreed implementationplantoachievebrandmanagementobjectives.

• Ensuresthatthebrandstrategyisclearlyalignedwiththeoverallmarketingstrategy.

• Overallmarketingresponsibilityfortheeffectivemanagementofkeybrands.

• Makesthebusinesscaseacrosstheorganisationfortheoverallbrandstrategyand toensurethatthebrandguidelinesaresupportedandfollowedbythebusiness.

• Responsibleandaccountableforbrandperformanceandtoensurethatmarketing deliversontheagreedbrandpromiseandpositioning.

• Developsthebrandstrategyandensuresthatthestrategyiscloselyalignedwiththe organisation’sbusinessandmarketingstrategies.

• Strategicabilitytoaddresssignificantbrandchallenges.Theabilitytopersuadethe executiveteamtoprovidetherequiredresourcestodeliverbrandsuccess.

• Ensurestheoverallbrandstrategycanbeadaptedtoreflectchangingcustomeror marketconditionsandtorespondeffectivelytosignificantbrandperformanceissues.

• Providesthevisionandthestrategicinsightstochampiontheimportanceof developinganeffectivebrandstrategy,todrivesustainablebusinesssuccessand tocreatebrandequity.

• Persuadesandinfluencestheboardandtheexecutiveteam,ofthepowerofbrands, indrivingandfosteringcustomerengagementandcustomerloyalty.

• Ensuresthatbrandbuildingknowledge,capabilityandexpertiseistransferredfrom marketingtootherfunctions,acrosstheorganisation.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

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1

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3

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1 2

6 7

02 Marketer Competencies Brand (Strategy, Development, Managing; Positioning)


Career Stage

Takes responsibilities for own personal and professional development and seeks to proactively manage and direct own career. Has the ability to coach, motivate and performance manage marketing teams to deliver strong business performance. Seeks to grow the organisation’s marketing capability and puts clear plans in place to manage marketing talent and to ensure strong succession planning and continuity.

• Hasgoodself-awarenessandisaccountablefortheirownpersonalandprofessional development.

• Canreflectobjectivelyontheirownperformanceandseeksfeedback,inorderto identifycleardevelopmentactions.

• Makesavailabletherequiredtoolsandtrainingtoteammembers,sothattheycan successfullycompletetheirmarketingrolesandachievebusinesssuccess.

• Encouragesmarketingteammemberstodevelopeffectivecareerplansandsupports thisprocessbyprovidingregularfeedback.

• Ensuresthateachteammemberdevelopsgoodself-awarenessandhasagoodgrasp oftheirrelativestrengthsandweaknesses.Encouragesindividualstooperateoutside their“comfortzone”.

• Providesmarketingteammemberswithamixofchallengeswithintheirrole,which willplaytotheirrelativestrengthsandwillalsoseektoaddressdevelopmentneeds.

• Establishesaprogressivelearningenvironmentwithinmarketingandencourages individualstolearnfromtheirmistakes

• Seekstobroadentheskillsetsofhighpotentialmarketers,byprovidingopportunities toworkinotherpartsoftheorganisation

• Developsnewandinnovativetoolsandtraininginordertoimproveindividual andmarketingteamperformanceandencouragesthesharingoftrainingand developmentresourcesacrosstheorganisation.

• Keyroleindevelopingthenextgenerationofmarketingleadersandwillensurethatthe businesshaseffectivetalentmanagementandsuccessionplanningstrategiesinplace.

• Developstheorganisation’smarketingcapabilitywithintheteamandbyhiring externaltalentasrequired.

• Makesthebusinesscasewithintheexecutiveteamtobuildstrongmarketingcapability, asakeydriverofbusinesssuccess

• Ensurestheboardgivessufficientattentiontosuccessionplanningandtalent managementatalllevelsacrosstheorganisation,andalsoseekstobuild marketingcapability.

• Encouragestheexecutiveteamtodeployhighperformancemanagersinwayswhich createthebestbusinessimpactandensuresthatfunctionalinterests,donotprevail. Encouragesthedeploymentofsuccessfulmarketersacrosstheorganisation.

• Makesthemarketingteamahigh-performanceenvironmentandseekstopersuade theboardofthevalueofcontinuingtobuildmarketingcapability.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

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6 7

03 Marketer Competencies MarketingCapability(Encouraging, Building, Developing)


Career Stage

Capacity to develop an effective channel management strategy, aligning the organisation’s overall business, marketing and sales strategies. Ensures that there is a clear channel to market for their products and services. Ability to select the most effective channels to promote, sell and distribute the organisation’s products, services and value propositions.

• Contributestothedevelopmentofaneffectivechannelstrategyandplaysakeyrole inimplementing“channelstomarket”actionplans.

• Identifiesthemosteffectivechannelsandpartnerstobesttargettheirchosencustomer segments,toaddresscustomerneedsandtoachievesalesandotherbusinessobjectives.

• Operationalresponsibilityforaspecificchanneloragroupofchannelpartners.Seeks tobuildeffectiveandsustainablebusinessrelationshipswithchannelpartners.

• Developsthemarketingplanstodirectmarketingactivitytosupportandmotivate channelpartnerstopromotetheirproductsandservices.

• Responsibleforoperationalchannelmarketinganddirectsparticularpromotional effortsatspecificlinksinthechannelssuchasdistributors,wholesalersorretailers.

• Developstherequiredmarketingcommunicationsstrategieswithchannelpartners tomosteffectivelycommunicatewithcustomersandasaresultdeliveronthe organisation’smarketingandsalesobjectives.

• Developstheoverallchannelstrategyandensuresthattheagreedstrategyisclearly alignedandsupportedbytheoverallmarketingstrategy.

• Manageskeyrelationshipswithchannelpartnersandleadskeynegotiationsonbehalf ofthebusinessandisakeypointofescalationinaddressingrelationshipchallenges withpartners.

• Performancemanageschannelpartnersandputsinplaceclearactionplanstoaddress performanceissues,inatimelyfashion.

• Drivestheoverallchannelmanagementstrategyfortheorganisationandcontinuously reviewstheavailablechannelstomarket.Considerstherelativecontrolordependency whichthebusinesshasinrelationtoitscurrentchannelpartnershiparrangements.

• Makesthemosteffectiveuseoftechnologyincludingmarketanalyticsanddigital marketingtocreatethemostsuccessfulchannelmanagementstrategiesforthe organisation.

• Ensuresthatthemarketingandchannelmanagementstrategiesarecloselyaligned toensurethatclearsynergiesareachievedbetweenthemarketingandsalesefforts.

• Workingwiththeboardandtheexecutiveteamtoensureaneffectivechannel managementstrategythatisfullyintegratedwiththeoverallbusinessstrategy.

• Representstheorganisationinmanagingrelationshipswithkeystrategicpartners, includingchannelpartners.Leadsnegotiationsandreachesfinalagreementtoensure thebusinesshasthemosteffectivepartners,intheirchosenchannels.

• Workswiththemarketingteamandotherfunctionalmanagerstobuildeffective channelmanagementexpertisewithinthebusiness.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

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04 Marketer Competencies Channel Management (Distribution Development; Category Management)


Career Stage

Ability to develop an effective corporate communications strategy, which ensures that there is clear two-way communication between the business and its key internal and external stakeholders. Ensures that the strategy delivers clear and consistent messaging which is credible, authentic and consistent with the organisation’s values and brand personality. Ability to identify the most appropriate communications mix for each specific audience and to adjust the approach, based on a regular review of the strategy and audience feedback.

• Developsagoodunderstandingofthekeyelementsofcorporatecommunicationincluding overallstrategy,mediarelations,crisiscommunications,internalcommunications,reputation management,corporateresponsibility.

• Hasdevelopedgoodoperationalexperienceinsuccessfullycompletingcorporate communicationscampaignsandhastherequiredenergy,driveandresiliencetoovercome operationalobstaclesindeliveringasuccessfulbusinessoutcome.

• Workseffectivelywithkeyinternalstakeholderstoachieveclear“buyin”andsupportforkey corporatecommunicationsinitiatives.

• Astrongunderstandingofthecorporatecommunicationsstrategyandimplementationplans; canmakeastrongcontributiontodevelopingeffectivecommunicationscampaigns.

• Abilitytodeliversuccessfulcorporatecommunicationscampaigns,whichachievetheir objectiveswithregardtotone,impact,andtherequiredaudienceresponse.

• Workssuccessfullywithinternalstakeholdersandexternalcommunicationspartnersinorder todevelophighlyeffectivecampaigns.

• Developstherightstrategiestoengagewithkeyaudiences,suchas:aneffectiveemployee communicationsstrategyorthedevelopmentofanauthenticorganisationalvoicewith regardtocorporateandsocialresponsibility.

• Strongabilitytoidentifyqualityexternalcommunicationspartnersandacapacitytoeffective briefpartnersandperformancemanagetheiroutputs.

• Ensuresthatoutputsfromthecorporatecommunicationsstrategyareconsistentinmessaging andcloselyalignedwiththeoverallbusinessandmarketingstrategies.

• Candeliveracomprehensivereviewofthecorporatecommunicationsstrategy,toensureitis deliveringontherequiredcommunicationsandbusinessobjectives.

• Workswiththeexecutiveteam,topromotethevalueofhighimpactcorporatecommunications asameansofachievingcommunicationgoalsandtoensuremajorreputationalchallengesare effectivelymanaged.

• Buildsthecorporatecommunicationsexpertisewithinthemarketingfunctionandacrossthe organisation

• Highlyinfluentialandcangaincommitmentfromtheboardandtheexecutiveteam,toprovide therequiredresourcestoensureanappropriatecorporatecommunicationsstrategyisinplace.

• Makesthebusinesscaseforcorporatecommunicationsinitiativesasameansofcommunicating theorganisation’sstrategyandtofostergoodrelationshipswithkeystakeholders.

• Providesassurancetotheboard,thattheorganisation’sapproachtocorporatecommunication providesagoodreturnoninvestmentanddeliverstherequiredbusinessimpact.Willalsoensure thatallcorporatecommunicationsinitiativesareauthenticandreflecttheorganisation’svalues.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

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05 Marketer Competencies CorporateCommunications (PR; Media; Reputation)


Career Stage

Career Stage

Ability to develop, lead and implement a highly effective digital marketing strategy. Uses strong market and customer insights to guide the strategy and deliver high impact digital campaigns. Works with external digital agencies. Strong expertise in the component elements of digital marketing overall and ensures that the approach is consistent and fully integrated into the business and marketing strategies.

• Developsastrongabilitytoimplementdigitalmarketingcampaigns,makingastrong contributionaspartofamarketingoperationsteam.

• Hastheenergy,driveandresiliencetoovercomeoperationalobstaclesinimplementing successfuldigitalcampaigns

• Workseffectivelywithkeyinternalstakeholderstoachieve“buyin”andsupportfor digitalmarketing.Seekstoco-ordinatetheeffortsoftherelevantfunctionswithinthe organisation,toensurethatthedigitalcampaignsachievetheirobjectives.

• Strongunderstandingofthedigitalstrategymakingprocessandmakesastrong contributiontothedevelopmentofsuccessfuldigitalcampaigns.

• Strongabilitytointegratedigitalmarketingwithmoretraditionalmarketing,inorder todeliverthemosteffectivepossibleapproach.

• Workswithinternalstakeholdersandexternaldigitalpartnerstodevelopsuccessful digitalmarketingcampaigns

• Usesmarketinganalyticsandstrongcustomerinsightstoinformthedigitalstrategy, whichdelivershighimpactcampaignsandachievesthemarketingandsalesobjectives.

• Strongabilitytoselecthighqualityexternaldigitalpartnersandacapacitytoeffectively briefpartnersandperformancemanageagencyoutputs.

• Ensuresthatkeymarketingdigitalcampaignsarecloselyalignedwithmarketing strategyandwiththeoverallbrand(s)strategy.

• Comprehensivelyreviewseachcampaign,toassessthemarketingandbusiness impacts.Followingreview,makestherequiredchangesinapproachtoimprove overallbusinessimpacts

• Workswiththeexecutiveteam,topromotethevalueofsuccessfuldigitalmarketing, asameansofdrivingbusinessgrowthandachievingclearmarketingobjectives.

• Buildsdigitalmarketingcapability,bytransferringskillsandexpertisetoteammembers andalsobybringinginadditionaltalent,asrequired.

• Creativityanddigitalexpertisetoinspireideasgenerationandtomotivateexternal digitalpartnerstoexcelintheirqualityandimpact

• Highlyinfluentialandpersuasivewiththeboardandtheexecutiveteam,toprovide therequiredresourcestofundaneffectivedigitalmarketingstrategy.

• Makesthebusinesscaseforkeydigitalmarketingcampaignsasameansofdriving sales,customerloyaltyandbrandequity.

• Providesevidencetotheboard,thatthedigitalstrategyrepresentsagoodreturnon investmentanddeliverstherequiredbusinessimpact.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

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6 7

06 Marketer Competencies DigitalMarketing (Strategy; Capability; Integration)


Ability to develop successful marketing campaigns and lead and guide implementation. Uses strong market and customer insights to inform strategy and to deliver high impact campaigns. Works well with external agencies to develop highly creative campaigns. Strong expertise in the key campaign elements, including: analytics, research, brand development, advertising, digital marketing, sponsorship, promotional activities, direct marketing and consumer PR. A strong marketing communications capability and an ability to develop the best approach to effectively communicate to customers and other key audiences.

• Developsastrongabilitytoimplementsuccessfulmarketingcampaigns,makingan impactfulcontributionaspartofamarketingteam.

• Energy,driveandresiliencetoovercomeoperationalobstaclestoimplementsuccessful marketingcampaigns,whichdeliverclearresults.

• Workseffectivelywithkeyinternalstakeholderstoachieve“buyin”andsupportforkey marketinginitiatives.Seekstoco-ordinatetheeffortsoftherelevantfunctions,toensure eachcampaigndeliverstronglyforthebusiness.

• Developsagoodunderstandingofthemarketingcommunicationsprocessand canmakeastrongcontributiontothedevelopmentofhighlyeffectivecampaigns.

• Hasastrongabilitytodeliverhighlysuccessfulmarketingcampaigns,whichare highimpact,highquality,deliveredontimeandwithinbudget.

• Workseffectivelywithinternalstakeholdersandexternalcreativepartnersinorder todevelophighlyeffectivecampaigns.

• Strongabilitytoselecthighqualityexternalcreativepartnersandacapacityto effectivebriefpartnersandperformancemanageexternalagencyoutputs.

• Ensuresthatkeymarketingcampaignsarecloselyalignedwiththemarketing strategyandwithoverallbrandstrategy.

• Comprehensivelyreviewseachcampaigntoassessitsmarketingandbusiness impacts.Followingreview,makestherequiredchangesinapproachtoimprove overallimpacts

• Workswiththeexecutiveteam,topromotethevalueofhighimpactmarketing campaignsasameansofdrivingbusinessgrowthandsuccess.

• Buildsthecreativeandmarketingcommunicationsexpertise,bytransferringskills andexpertisetoteammembersandalsobybringinginexternaltalent,asrequired.

• Thecreativityandcampaignexpertisetoinspiretheinternalideasdevelopment processandtomotivateexternalcreativepartners,todeliverhighqualitycampaigns.

• Canpersuadetheboardandtheexecutiveteam,toprovidethenecessaryresources tofundtheoverallstrategyandtoproducehighqualitycampaigns.

• Makesthebusinesscaseforkeymarketingcampaignsasameansofdrivingsales, growingcustomerloyaltyandbuildingbrandequity.

• Providesassurancetotheboard,thatthecampaigndevelopmentprocess,provides agoodreturnanddeliverstherequiredbusinessimpact.Ensuresthateachcampaign reflecttheorganisation’svaluesandcomplywithallrelevantregulation.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

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1

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6 7

07 Marketer Competencies MarketingCampaigns(Communications, Advertising; Brand)


Career Stage

Ability to develop an effective new product development (NPD) strategy for the business. Capacity to create an effective NPD process to generate a range of products, services and value propositions, consistent with overall business and marketing strategies. Ensures that the organisation’s overall product and service offerings, delivers on the brand promise and an excellent customer experience. The capacity to make the organisation’s product and service range, a key point differentiation and competitive advantage.

• Goodunderstandingofthenewproductdevelopmentstrategyandcanmakeastrong contributiontotheNPDprocess,

• Developsagoodunderstandingofthemarketandcananalyseandinterpretkeytrends withregardtocompetitorproductofferingsandemergingcustomer/markettrends.

• Canusemarketanalyticsandcustomerinsights(research)asameansofguidingand informingtheNPDprocess.

• Putsintheplacetherequiredprocessestoreviewtheperformanceoftheorganisation’s currentportfolioofbrands,products,servicesandvaluespropositions.

• DevelopsandimplementsaclearsetofannualNPDpriorities,basedontheNPDstrategy andtheperformanceofthecurrentproductandserviceportfolio.

• Undertakesideasgenerationexercises,acrossthebusinessandusesthesetofeedinto theNPDprocessandtoachieveorganisationalbuyin.

• InfluenceskeystakeholdersacrosstheorganisationtosupporttheNPDstrategyand thecurrentNPDpriorities

• Actsasarolemodelforinnovationwithinmarketingandacrosstheorganisationand willseektochallengemoretraditionalapproachestoNPD.

• Effectivelymanagescomplexprojectstodevelopnewproducts,serviceandvalue propositionsandcandrawtogetherarangeofcrossfunctionalelements.

• Championsacultureofcontinuousimprovementandinnovationwithregardtonew productdevelopment.

• Workswiththeexecutiveteamtoachievecrossfunctionalsupport,commitment, enthusiasmandenergyfornewproductdevelopment.

• Strongstrategiccustomerinsights,whichareusedtodirectandguidetheoverall NPDstrategy.

• Leadstheinnovationandnewproductdevelopmentprocess,acrosstheorganisation.

• Willworkwiththeboardtoensurethattheorganisationinvestsinresearchand developmentandtheNPDprocess,

• WillreviewtheoveralleffectivenessoftheNPDstrategyandimplementationprocess, toaccuratelyassessoverallbusinessimpact,returnoninvestmentandothervalueadd.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

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08 Marketer Competencies NewProductDevelopment(Product; Service; Value; Proposition)


Career Stage

Has a clear understanding of the organisation’s vision, strategy and the key strategic drivers of growth. Can use these insights to realise organization objectives and to achieve business results. Takes a broad view of the organisation and its business and has a deep understanding of its internal and external operating environments. Brings clear strategic thinking to such issues as; industry trends, the competitive environment, market and customer opportunities, emerging technology and effective stakeholder management. Can link the organisation strategy to day to day outputs and key operational deliverables.

• Basicunderstandingofoverallorganisationstrategyandthemarketingstrategy andgoals.

• Understandshowtheirownrolecontributestothestrategyoverallandunderstands thekeydriverstosuccesswithinthebusiness.

• Usestheirunderstandingofthebigpicture,tofocuseffortandprioritisetheirown outputsandthoseofthemarketingteam.

• Showsgoodawarenessofthekeysectoral,businessandcompetitivetrendsandinputs theseintothemarketingplanningprocess.

• Analysesandpinpointsthecriticalissues,avoidsbeingboggeddownindetailanduses theseclearinsightstocontributetostrategicthinkingacrossthebusiness.

• Workswiththemarketingteamtobuildtheirstrategiccapabilitiesandusethistoguide anddirectthestrategicmarketingplanningprocessandtoinformbusinessplanning.

• Ensuresthatthemarketingteamgoalsareclearlyalignedtooverallstrategyandhelps teammembersprioritisekeyactivitiesinlinewithoverallbusinessobjectives.

• Understands,interpretsandactsonkeybusinessandcustomertrendsandfeedsthese insightsintothedevelopmentandreviewofbusinessandmarketingstrategies.

• Understandstheorganisation’smission,strategy,strengthsandweaknessandcan identifykeystrategicthreatsandopportunitiesforthebusiness.

• Buildsstrategicperspectivewithinthemarketingteamandensuresthatkeymarketing initiativesareclearlyalignedtooverallbusinessstrategy.

• Ensuresthatthemarketingstrategyplanningprocessissufficientlyresponsivetoadapt tochangingcustomers,competitorandthemarketbehavioursandemergingtrends.

• Usestheirexpertiseinrelationtostrategicmarketingtomakeastrongcontributionto executiveteamproblemsolvinganddecision-makingprocesses.

• Workswiththeboardandtheexecutiveteamtoprovidestrategicleadershipacross theorganisation.

• Workswithcrossfunctionalteamstotranslateoverallbusinessstrategyintospecific goals,objectivesandresponsibilities.Ensuresthatshortandlong-termobjectivesare clearlyidentified,prioritiesareclearlyidentifiedandperformancemanaged.

• Ensuresthatthemarketingstrategyplanningprocessissufficientlyresponsivetoadapt tochangingcustomers,competitorsandthemarketbehavioursandemergingtrends.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

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09 Marketer Competencies Marketing Strategy (Visionary, Broad Perspective)


Career Stage

Ability to use high quality customer, market information and analytics, to develop key customer and market insights. The use of such insights, to inform and guide overall business and marketing strategies. Capability to use relevant customer metrics such as, satisfaction, engagement and consumer behaviors, to evaluate the overall success of the marketing strategy and to guide new product development efforts.

• Usesorganisation’sinformationsystemsandexternalcustomerandmarketinformation sourcestodevelopcustomer,serviceandmarketinsights.

• Usesthisinformation,insightsandresearchtoguidethemarketingplanning process,helptosegmentthemarketandtoinform,customerpromotionaland brandcommunication.

• Understandstherangeofmetricsusedtomeasurevalueandeffectiveness.Canuse analyticsandtailoredresearch,toreviewtheeffectivenessofkeymarketingactivities.

• Developsandimplementsaneffectiveresearchstrategy,whichguidesanddirects thestrategicmarketingplanningprocessandtoinformbusinessplanningoverall.

• Commissionsresearchfromexternalagenciestoaddressinformationgapsand providethefullestpicturepossible.Reviewstheperformanceofexternalresearch agenciestoensurethattheresearchbudgetisdeployedtobesteffect.

• Contributestothemarketingplanningprocess,usinghighqualitymarketand customerinformation,gleanedfromanalyticsandkeyadditionalresearchinputs.

• Leadstheresearchstrategyfortheorganisationandmakesasignificantcontribution tothemarketingandstrategicplanningprocesses.

• Makesthebusinesscasetotheexecutiveteamandtheboardtomaketherequired investmentinordertoimplementtheagreedresearchstrategy.

• Highlyinfluentialandcredibleinprovidingcustomerandmarketinsightstoinform andimprovethequalityofdecisionmaking,acrosstheorganisation.

• Expertiseinresearchandmakesastrongcontributiontoexecutiveteamandboard, problemsolvinganddecision-makingprocesses.

• Influencestheorganisation’sICTstrategy,toensurethattheorganisationhastheability tomanageandminebigdata.

• Stronglysupportstheorganisation’scapacitytoimplementitsresearchstrategy. Ensurestheoverallstrategy,meetsthebusiness’sstrategicinformationneeds.

• Workswiththeboardtodrivethedevelopmentofasuccessfulresearchstrategy acrosstheorganisation.Seekstobuildastronginformation,analyticsandresearch cultureasakeydriverofeffectivemarketingandbusinessplanning.

• Achievesboardlevelcommitmenttoaneffectivebusinessplanningstrategy, underpinnedbyastrongapproachtoresearch,whichdeliverstherequiredcustomer andmarketinsights.

• Providesclearleadershipacrosstheorganisationanddemonstratesthepowerof effectiveresearchtoappropriatelydriveproblemsolvingandstrategicdecisionmaking.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

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10 Marketer Competencies Research (Analysis, Customer Insights)


Career Stage

Has a clear focus on meeting the evolving needs of customers. Develops a customer experience which is consistent with the brand positioning, promise and values. Drives customer loyalty and satisfaction. Seeks to develop long-term and sustainable (profitable) customer relationships, using customer data and insights to better understand customer priorities and needs and deliver the possible customer experience.

• Understandsthecustomerexperiencewithinthebusinessandcontributesto marketingplanswhichdeliversontheexperience.

• Understandstheneedtohavestrongcustomerinsightsasakeyfoundationof aneffectivebusinessandmarketingplanningprocess.

• Abletoidentifykeyinternalconsumersandotherimportantstakeholdersfor marketing,acrosstheorganisation.

• Understandstheneedsofcustomersandseekstoensurethatmarketingdevelops products,servicesandothervaluepropositionswhichbestaddressthoseneeds.

• Seekstotrackcustomerperceptionsatallrelevanttouchpointsandinputinto operationalmarketingplans.

• Workscollaborativelywithinternalcustomersandotherkeystakeholdersacross thebusiness.

• Developsandimplementsmarketingstrategieswhichdemonstrateaclear understandingofcustomerneeds.Usescustomerinsightstodrivekeymarketing initiatives,suchas;newproductdevelopment,propositiondevelopment,pricing andproduct/servicedelivery.

• Ensuresthatcustomerinsightsandstrategicmarketinginsightsarekeyelements, toinfluencethedevelopmentoftheorganisation’soverallstrategy.

• Workswithcrossfunctionalteamstoensurethattheorganisationdeliversonits servicecommitmentsandoverallcustomerexperience.

• Becomesarolemodelinchampioningthecustomeracrosstheorganisationas akeydriverofsustainablecompetitiveadvantage

• Seekstobuildlong-termcustomersatisfactionasakeydriverofcustomerloyalty andsustainable(profitable)customerrelationships.

• PromotesthevalueofeffectivecustomerinformationanalysisandaneffectiveCRM strategyacrossthebusiness,asimportantcontributorstosalesandservicesuccess.

• Isexpertinprovidingstrategiccustomerinsightstotheboardandinguidingbusiness strategy.Promotescustomerfocusasakeybusinessstrategy,acrosstheorganisation.

• Leveragesbreakthroughthinkingregardingcustomerfocus,fromothersectors andindustries.

• Championscustomerfocusasakeydriverofbusinesssuccesswithkeyexternal stakeholdersincludingstrategicpartners.

• Workswiththeboardandexecutiveteamtodevelopastrategicviewofthedesired customerexperience,asaprimarydriverofsustainablecommercialsuccess.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

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11 Marketer Competencies Customer Centricity (Expectations, relationships, data)


Career Stage

Collaborating, influencing, leading, communicating, negotiating; all activities that have people at the core. Focusing on the competencies highlighted in this section will give you a deep understanding of the range of people and leadership practices that you and your team will need to be effective. They are relevant to any role, in any industry.

Building on your people competencies will enable you to make an impact and develop capability in your team and across your organisation.


IntroductiontoPeopleCompetencies

Marketer Pathways

People Competencies


1. Communication&InterpersonalSkills (Credible; Impactful) 00

2. ConflictManagement (Connect; Collaborate) 00

3. DevelopingPeople (Coaching; Motivation) 00

4. Influencing (Win Commitment; Persuade; Ownership; Managing Upwards) 00

5. Leadership (Inspiring; Pioneering; Clear Vision) 00

6. Negotiation Skills (Listening, relationship building) 00

7. PeopleManagement (Coaching and Development) 00

8. RelationshipManagement (Sustainable; Effective Relationships) 00

9. Resilience (Overcomes Obstacles; Bounce Back from Setbacks) 00

10. Team Building (Collaborative; Team player; Work effectively with Peers) 00


Makes a strong interpersonal impact and is credible with key audiences. A strong communicator, who will successfully represent the organisation with key stakeholders and strategic partners. Demonstrates active listening and can adapt and tailor their communications style to different audiences and situations. Has good awareness of their own interpersonal style and understands how their style will impact on others.

• Communicateswithahighdegreeofenthusiasmandenergyandcanadapttheir styletodifferentpeopleandsituations.

• Activelylistenstootherswithoutpre-judgingtheotherperspectiveandisarticulate inexpressingtheirownviews.

• Appreciatestheimportanceofkeepingpeoplefullyinformedandwillcheckfor understanding,beforeproceeding.Understandsthevalueoftwo-waycommunication.

• Skilledcommunicator;iswellpreparedandmakeswell-reasonedarguments.

• Gatherstherelevantevidenceandwillusetheweightofrelevantfactsandinformation tosuccessfullypersuadeothersandtocommunicateeffectively.

• Canraisepotentialissuesandexpresstheirownviewsinaconstructiveandassertive manner.Understandsthattheirtoneisasimportantasthemessage.

• Strongcommunicatorwithinthemarketingfunction,isseenascredibleandmakes agoodimpact,withkeyaudiences.

• Stronginterpersonalimpactandanaccomplishedcommunicator,influencerand negotiator,anticipatesthereactionofothersandadaptstheirstyleaccordingly.

• Managesdifficultbusinessrelationshipsbyhavinganopencommunicationstyle, avoidingsurprisesandbykeepingkeypeoplefullyinformedonimportantissues.

• Coolandcalmunderpressureandcanstronglyrepresenttheorganisationduring timesofcrisisorseriousbusinesschallenge.Willnotbeintimidatedbyhavingto dealwiththemediaindifficultcircumstancesforthebusiness.

• Caneffectivelyrepresenttheorganisationwithcustomersandimportantstakeholders (suchasregulatorybodies),wherethereisaneedtorebuildtrustandconfidence.

• Communicateswithtact,diplomacyandempathyandisseenasauthenticinhow theycommunicate.Demonstratesresiliencewhendealingwithpersistentconfrontation.

• Usesexcellentcommunicationskillstotakeaprominentroleinleadingmajor organisationalinitiativesandhasthecredibilityandinterpersonalimpacttoenlist supportinternallyandexternally.

• Representstheorganisationandcanbea“publicface”forthebusiness,withkey externalaudiences,suchasthemedia,governmentdepartmentsandregulatorybodies.

• Excellentcommunicatorwhowillstronglyadvocateonbehalfoftheorganisationwith keyexternalstakeholdersandwithstrategicpartners.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

4

1

5

3

4

5

1 2

6 7

01 People Competencies Communication&InterpersonalSkills(Credible; Impactful)

Career Stage

Ability to effectively manage conflict within their own team and across the organisation. Understands the benefit of not allowing conflicts to fester and escalate into significant business challenges. Seeks to foster a culture of mutual respect and trust and ensures that business discussion and debate does not turn into personal conflict. Recognises the benefits of having an open and honest organisation culture, which avoids personal conflict

• Effectiveteamplayer,whosepreferredstyleistobecollaborative.Seesthebenefitof thecollective,indevelopingasharedsenseofpurposeandinensuringthatpersonal objectivesarealignedtoteamgoals.

• Contributestoanopenandhonestcommunicationstylewithintheteamandviews constructivechallengeandquestioningasameansofensuringteamsuccess.

• Worksasapartoftheteaminresolvinginterpersonalconflictwithintheteamand withindividualsinotherfunctionalareas.

• Abilitytoresolveconflictsbyidentifyingtherootcauseoftheproblemandinseeking tofindaclearcourseofaction,towhichbothpartieswillcommit.

• Supportindividualswithintheteam,toanticipateandresolveinterpersonalconflicts withotherstakeholders.

• Encouragesteammemberstospeaktoothers,wheninitialtensionorconflictemerges, asawaytopreventthematterfesteringorescalatingoutofcontrol.

• Workstoensurethatteammembersinteractconstructivelywithinternalandexternal stakeholders.Emphasisestheneedforthemarketingteamtoinvesttimeandenergy innurturingandmanagingkeybusinessrelationships.

• Encouragesthemarketingteamtoseeksupportandadvicefrompeersandother colleagues,inordertobestmanagechallengingorcontentiousbusinessrelationships.

• Followinganagreedresolutiontoaconflict,willmonitorsubsequentbehaviourto ensurethatallpartiesadheretotheagreedcourseofaction.

• Workswiththeexecutiveteamtoprovideconflictresolutionguidanceacrossthe organisation,toresolvedisputeswithkeystakeholdersandstrategicpartners.

• Representstheorganisationinnegotiatingasustainableresolutiontoresolvemajor businessdisputesorconflicts.

• Promotesthevalueofavoidinglitigationwherepossibleandrecognisesthebenefits ofexploringalternativedisputeresolutionmechanisms.

• Fostersaculturethatpromotesspeedyidentificationandresolutionofpotentialconflicts.

• Workswithseniormanagerstoanticipate,diffuseandmitigatepotentialconflicts, withoutstiflingtheconstructivechallengeandopenness,requiredforbusinesssuccess.

• Buildstheorganisation’sconflictresolutioncapabilitybyensuringthatthereare appropriatepoliciesandclearexpectationsofbehaviour,inplace.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

4

1

5

3

4

5

1 2

6 7

02 People Competencies ConflictManagement(Connect, Collaborate)


Career Stage

Ability to develop other people, within their own team and across the organisation. Provides a learning environment for all employees, encouraging an understanding of their role and how it fits within the business. Carry out regular assessments of the team’s skills set, to determine training and development needs. Ensures each employee takes personal ownership of their own development agenda, with the support of their manager.

• Encouragescolleaguestoreflectontheirownperformanceandtoidentifydevelopment lessons,tobeappliedinthefuture.

• Providesconstructivefeedbacktocolleagues,isinnovativeinidentifyingnewwaysto buildownskillset.

• Providessupportfornewteammembers,ensureseachhasaclearunderstandingof theirroleandhowmarketingsupportsthebusiness.

• Encouragesotherstodevelopaneffectivecareerplanandprovidesregularfeedback. Encourageseachteammembertooperateoutsidetheir“comfortzone”.

• Ensuresthateachteammemberdevelopsself-awarenessandhasagoodgraspof theirrelativestrengthsandweaknessesinaworkenvironment.

• Providestheteamwithamixofchallengeswithintheirownroles,whichwillplayto theirrelativestrengthsandalsoseektoaddresstheirdevelopmentneeds.

• Establishesanopenlearningenvironmentwithinownteamandacrosstheorganisation. Encouragesotherstolearnfromtheirmistakes.Developsnewandinnovative developmenttoolsandtraininginordertoimproveindividualandteamperformance.

• Usestrainingresourcestooptimaleffectandwillseektocorrectlyprioritisethe allocationoflimitedresourcestomaximisebusinessimpactandbuildrelevantskillsets.

• Playskeyroleindevelopingthenextgenerationofleadersforthebusinessandensures thereareeffectivetalentmanagementandsuccessionplanningstrategiesinplace.

• Growsmarketingcapabilitywithintheteamandalsobyrecruitingexternaltalentas required.Ensuresthereisaclearsuccessionplaninplace,whichfacilitatescontinuity.

• Championsthedevelopmentofpeople,withtheexecutiveteam,asakeydriverof businesssuccessandalikelybasisofcompetitiveadvantage.

• Ensuresthattheboardgivessufficientintentiontoeffectivesuccessionplanningand talentmanagementatalllevelsacrosstheorganisation.

• Encouragestheexecutiveteamtodeployhighperformancemanagerstohavethe bestbusinessimpactandensuresthata“silomentality”doesnotprevail.

• Encouragestheboardtoinvestinpeopledevelopmentasthebasisofcompetitive advantageandtodevelopacontinuouslearningenvironment,acrosstheorganisation.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

4

1

5

3

4

5

1 2

6 7

03 People Competencies DevelopingPeople (Coaching; Motivation; Talent Management)


Career Stage


Capacity to be highly influential and credible with key internal and external stakeholders. Has a clear ability to adapt influencing style to different people and to difficult and complex situations. Has good self-awareness and is clear on how influencing style impacts on others and seeks to optimise the approach to achieve a “win win”, for all parties.

• Considerstheoptionsandalternativesonwhichopinionsmightbesoughtand whenpresentingtheirviewswillshowawarenessoftheirownimpactonothers.

• Activelylistenstootherswithoutpre-judgingtheotherperspectiveandisarticulate inexpressingtheirownviews.

• Communicateswithahighdegreeofenthusiasmandenergyandcanadapttheir styletodifferentpeopleandsituations.

• Raisespotentialissuesandexpressestheirownviewsinaconstructiveandassertive manner.

• Confidentandskilledcommunicatorwhoiswellpreparedandmakeswell-reasoned arguments.

• Gatherstherelevantevidenceandwillusetheweightoftherelevantfactsand informationtoseektoeffectivelypersuadeothers.

• Consideredhighlyinfluentialwithinthemarketingfunctionandisseenascredible intheirownareaofexpertise.

• Stronginterpersonalimpactandanaccomplishedinfluencerandnegotiator,who cananticipatethereactionofothersandwilladapttheirstyleaccordingly.Canidentify “emotional”objections,toreachingagreementandseekstounderstandtherootcause.

• Credibleandhighlyinfluentialacrosstheorganisationandwillseektopersuadeand influenceothersusingtheavailableevidenceandinpresentingacrediblecase.

• Highlycredibleandinfluentialwithintheexecutiveteam,withtheboardandalsowith externalkeystakeholdersandotherstrategicpartners.

• Leadssignificantnegotiationsonbehalfoftheorganisationandanticipatesthemain obstaclestoagreementandwillidentifysolutions,toreachagreement.

• Appliesanunderstandingofthepowerrelationshipsinanorganisationandconsiders theviewpointsofothers,toanticipatethestrengthoftheircase,needsandlikelyreactions.

• Stronglysupportstheboardinthedevelopmentoforganisationstrategyandwillbe highlycredibleandinfluentialwiththeboardandotherkeystakeholders.

• Representstheorganisationinthepublicarenaandisahighlyinfluentialwithkey externalaudiencesincludingthemedia,governmentdepartmentsandregulatorybodies.

• Usestheirinfluencingabilitytotakeaprominentroleinleadingmajororganisational initiativesandwillusetheirpersonalimpacttoenlistsupportinternallyandexternally.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

4

1

5

3

4

5

1 2

6 7

04 People Competencies InfluencingSkills(Win Commitment; Persuade; Ownership; Managing Upwards)

Career Stage


Ability to provide overall direction within own area of responsibility and over time across the organisation. Can clearly articulate the organisation’s vision, mission and strategic goals and makes practical links between organisation strategy and the commercial and marketing objectives of the business. An excellent capacity to motivate others and can foster strong commitment, based on their own enthusiasm, drive and credibility. Provides clear leadership, particularly during times of crisis, challenging market conditions or in times of significant change. Will lead by example, be an exemplar of organisation values and will foster a high-performance culture, as a key driver of long-term sustainable growth.

• Displaysastrongpositiveattitudetotheirworkandensuresownpersonalgoalsare clearlyalignedwithteamobjectives.

• Actsasarolemodelfortheorganisation’svaluesandwillsetanexampleforothers,by beingaccountableanddemonstratingastrongcommitmenttogettingthejobdone.

• Seekstoconnecttheteam’sobjectiveswithoverallorganisation’sstrategyandwilluse theseconnectionstomotivateothersandgainstrongcommitmentwithintheteam.

• Leadsbyexampleandactsasarolemodeltoensurethatambitiousbusinessobjectives areachieved,inanethicalmannerinlinewithorganisationvalues.

• Capacitytoleadandmotivatetheteamparticularlyindifficultandchallenging situations.Calmunderpressure,caninstillconfidenceandresiliencewithintheteam.

• Fostersahigh-performanceculturewithintheteambysettingclearexpectationsand providingtherequiredsupportstoensureothersexcel.

• Highlyeffectiveleaderbothinmarketingandacrossthewiderorganisationandprovides aclearsenseofdirectionwiththebusiness.

• Strongpresenceandhighlyinfluentialinenlistingsupportformajorinitiativesacrossthe organisationandwithkeyexternalstakeholders.

• Providespracticalleadershipfocusedonclearbusinessobjectivesduringchallenging timesfortheorganisation.

• Providesclearleadershipwithintheorganisationindevelopingeffectivebusinessand marketingstrategies.Makesothersfeelempoweredandhighlymotivated.

• Takesonadditionalleadershipresponsibilitiesandcaneffectivelyguidethebusiness throughcomplexityandperiodsofambiguityanduncertainty.

• Highlyeffectivedecisionmaker,whowilldemonstrateconfidenceinchallenging situationsandbeclearlyaccountablefortheirownactions.

• Createsacompellingvisionforthebusiness,isastrongleaderandishighlycredible withkeyexternalstakeholders.

• Providesoveralldirectiontotheorganisationandstronglysupportstheexecutiveteam intheachievementofkeybusinessobjectives.

• Fostersastrongsenseofownershipandaccountabilityfororganisationperformance. Willstepforwardduringchallengingtimesandwilladdressdifficultissuesopenlyand honestly,takingafirmstandwhennecessary.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

4

1

5

3

4

5

1 2

6 7

05 People Competencies Leadership(Inspiring; Pioneering; Clear Vision)

Career Stage

A highly effective negotiator, with the ability to adapt and adjust their approach, to take account of different people and more difficult and complex situations. Involves the ability to work towards win-win outcomes, as the basis of developing sustainable and long-term working relationships with key internal and external stakeholders.

• Hasasoundunderstandingofnegotiationandhasanabilitytodevelopempathywith others,asaneffectivemeansofestablishingasuccessfulnegotiatingapproach.

• Prepareswellinadvanceandseekstoanticipatetheotherparty’snegotiationposition andisclearontheorganisation’skeyobjectivesinthenegotiation.

• Effectivelisteningskillsandcantakeonboarddifferingpointsofview,asameansof developingmutualunderstandingandinidentifyingthebestpossibleoutcome.

• Withintheteam,seekstofosteraneffectiveapproachtobothinternalandexternal negotiations.Seekstoavoid“winlose”outcomesoroutcomeswhichdonottake accountofbroaderorganisationgoals.

• Coachesteammemberstodevelopaneffectivenegotiationstyle,asameansof developingsustainablerelationshipswithkeystakeholders.

• Ensuresthatthemarketingteamnegotiatesonthebasisofgoodqualityinformation, collectedfrombothpartiesandseekstoavoidentrenchedpositionsorpersonalbias.

• Effectivenegotiationtoachievepeerandorganisational“buyin”totheoverall marketingstrategyandtokeymarketinginitiatives.

• Workswiththeexecutiveteamtoeffectivelynegotiatetherequiredresourcesfor implementationoftheagreedstrategy.

• Workswithcrossfunctionalteamstonegotiateeffectivesolutionstodifficult organisationalandbusinesschallenges.

• Workswiththeexecutiveteamtoensurethattheorganisationhasastrongnegotiation capability,asameansofachievingthebestpossibleoutcomesfromkeynegotiations.

• Representstheorganisationinkeynegotiationswithexternalstakeholdersandother strategicpartners.Bringsexpertisetotheprocessandachievesstrongoutcomes.

• Transfersnegotiationskills,knowledgeandexpertisetopeersandhighpotential managersinordertobuildnegotiationcapability,acrossthebusiness.

• Highlyevolvednegotiationstyleandhasabroadrangeofskillsrequiredtoadapttheir approach,whentheyencounterintractableproblems,ordifficultandcomplexsituations.

• Representstheboardandtheexecutiveteaminhighlevelnegotiationswithkey externalstakeholders,suchasgovernmentdepartmentsandregulatorybodies.

• Incrisisnegotiations,hastheabilitytotakeatacticalstepbackfromthenegotiation process,whilestayingfocusedontheoverallobjective.Canretaintherequired emotionaldistancetoavoidbeingaffectedbyinterpersonalconflictsthatcanarise.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

4

1

5

3

4

5

1 2

6 7

06 People Competencies Negotiation Skills (Listening, relationship building)


Career Stage

Effectively manages people and can balance a clear task focus with an effective people management style. Will seek to understand what motivates individual team members and understands what “makes them tick”. Fosters a high-performance culture while growing marketing and business capability. Supports individual team members to be personally accountable for their own development; coaches team to drive personal development by providing regular and actionable feedback. Effective approach to talent management and will ensure clear succession plans are in place.

• Takesresponsibilityforownpersonalandprofessionaldevelopmentandwillseek outopportunitiestodevelopandgrowownskillsandabilities.

• Workscollaborativelywithothers,isconfidentinownabilityandwillbecomfortable sharinginformation,insights,knowledgeandexperiencewithothers.

• Opentodevelopmentandlearningandwillseekfeedbackonownperformance fromothers.

• Managesteams,settingclearobjectives,managingperformanceandeffectively coachingteammembersbyprovidingclearfeedback.

• Evolvesanddevelopsownpeoplemanagementstyle,beingabletoadaptthe approachtakentomorecomplexanddifficultpeoplemanagementsituations.

• Fostersastrongqualityandperformancecultureandactivelyseekopportunities todriveimprovements.

• Activelymanageissuesofpoorindividualperformance.Willworkonetoonewiththe person,toidentifytherootcause.Identifiesaclearactionplantoaddressandgaina clearcommitmentfromthepersonconcerned.

• Ensuresthatthemarketingteamobjectivesareclearlyalignedwithorganisationstrategy andthatstretchmarketingobjectivesareset,withclearperformanceexpectations.

• Effectivelyleadstheteam,intimesofcrisisorambiguity,byprovidingclearleadership anddirectionandempoweringindividualstomakekeydecisionsandtobeaccountable.

• Accomplishedandhighlyexperiencedpeoplemanagerwithastrongabilityto managelargeanddiverseteamsacrossdifferentbusinessfunctions.

• Doesnotavoiddifficultpeoplemanagementsituationsandwillnotignoreissues whichcouldderailtheteamorimpactteammoraleorthebusiness.

• Aneffectivecoach,whocanapplytheseskillstomotivateothersandtoobtainand providefeedback,bothformallyandinformally.

• Aclearleaderandisahighlyaccomplishedpeoplemanager,actingasarolemodelto othermanagersindirectingandmanaginghighperformanceteams.

• Workswiththeboardandtheexecutiveteamtoensurethattheorganisationeffectively managesitspeopletoensurethattherearehighlevelsofengagementandperformance.

• Anexcellentpeoplemanager,withastrongcapacitytomanagetalent,whomakesthe businessahighlyattractiveplacetowork,forhighperformanceprofessionals.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

4

1

5

3

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1 2

6 7

07 People Competencies PeopleManagement (Mentor, Motivate)


Career Stage

Ability to forge sustainable business relationships and create powerful networks which deliver business results.Identifies key internal and external stakeholders and will seek to build effective relationships through strong communication skills and a collaborative influencing style. Develops successful cross functional relationships and can harness discretionary effort to deliver key organisational objectives and to overcome resistance to change.

• Avoidsbeinginsularandwillseektodevelopeffectiveworkingrelationshipsacross keyfunctionswithinthebusiness.

• Usescrossfunctionalnetworkstoobtain“buyin”andtoensurethesuccessful implementationofkeymarketinginitiatives.

• Operatescrossfunctionalrelationshipsona“winwin”basis,inordertobuildmutual trustandrespect.

• Aneffectiveprojectandteammanager,whocanattractadditionalresources byleveragingcrossfunctionalresourceswithinamatrixmanagementorganisation.

• Useskeyrelationshipstomakeaneffectivecaseofadditionalresources.

• Collaborateseffectivelywithotherfunctionsandseekstoaligntheirpriorities,with marketingteamobjectivesandoverallorganisationalgoals.

• Useskeyinternalrelationshipstobuildsupportandconfidencefortheoverall marketingstrategyandforkeyelementsofthemarketingimplementationplan.

• Stronginterpersonalskillsandusesthesetobuildhighlyeffectiverelationships, fostersresilienceandbuildsmorale,acrossthebusiness.

• Usesrelationshipskillstosuccessfullyleadcrossfunctionalteams,todeliverkeyprojects, byobtainingstrongsupportandeffectivelymanagingresistanceandpossibleconflict.

• Useshighqualityworkingrelationshipstogainwidespreadsupportforinnovation andtoadvocateformajorchange.

• Stronglyrepresentstheorganisationbyfosteringhighlyeffectiverelationshipswith keyexternalstakeholders.Communicateseffectivelywithkeyaudiencesandseeks toanticipatepotentialproblemsandobstaclestoprogress.

• Hasthecredibilityandorganisationalknowledgetoleadandsponsorlargecomplex projectsandcanfosterstrongorganisationwidesupport.

• Createsastrongprofessionalrelationshipbetweentheboardandtheexecutiveteam. Fostersacultureofopennessandcandorinthebestinterestsoftheorganisation.

• Usesexternalrelationshipstoidentifystrategicopportunitiesfortheorganisation, whichcandrivelong-termbusinesssuccess.

• Inaregulatedenvironment,haseffectiveworkingrelationshipswithindustryregulators andcannegotiateeffectivelyintimesofincreasedregulatoryactivity.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

4

1

5

3

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1 2

6 7

08 People Competencies RelationshipManagement(Sustainable; Effective Relationships)


Career Stage

Capacity to remain calm under pressure and to maintain perspective when faced with significant obstacles and challenges. Uses previous experience to navigate their way through unfamiliar, difficult and challenging situations. Capacity to bounce back from serious professional setbacks. Fosters a resilient culture within the team and across the organisation, based on how they react and behave in challenging circumstances.

• Capacitytobepersonallyresilientandcankeepbothsuccessanddisappointments inperspectiveandrealisticallyassessthesituation.

• Abilitytobouncebackfromsetbacks,tolearnfromtheexperienceandtakeon boardthenecessarylearning.

• Recognisestheneedtocorrectlydiagnosesignificantworkproblems,totaketimely action,avoidprocrastinationandpreventthesituationfromspiralingoutofcontrol.

• Fostersresiliencewithinthemarketingteam,bykeepingsetbacksinperspectiveand encouragingtheteam,totakethelearningandputthesituationbehindthem.

• Tenaciousandambitiousonbehalfoftheorganisationandwillviewobstaclesand setbacks,asaroutinepartoftakingriskandpushingtheboundaries.

• Coachesandleadstheteamtomaintainbalanceandperspectiveinthefaceof unexpectedchallenges,guidesthemtoadapttheirapproach,asthesituationdemands.

• Strongabilitytomaintainfocus,paceandenergyindevelopingstrategyandin implementingkeymarketinginitiatives.Isadaptableandresilientinfacingchallenge.

• Fostersinnovationandrisktakingwithinthemarketingteam,expectsindividualsto learnfromtheirmistakes,avoida“blame”cultureandbuildresilience.

• Coachteammanagerstofosterresilienceamongtheirdirectreports,encourages teammemberstokeepsetbacksinperspective,asameansofbuildingconfidence.

• Strongleader,ishighlyinfluentialandcredible.Takesaleadershiproleinchallenging situationsandistenaciousandresilientinreachingasatisfactoryconclusion.

• Actsasarolemodelfortherestoftheorganisationandwillbeperceivedascalm underpressureandmaintainscomposureinchallengingsituations.

• Constructive,positiveandfocusedoneffectivesolutions,whenfacedwithsignificant businesschallenges.

• Workswiththeboardandtheexecutiveteamtobuildresilience,asameansofcreating atenaciousandentrepreneurialculture,withinthebusiness.

• Encouragestheboardandtheexecutiveteam,toberesilientinthefaceofadversity, byensuringacultureofmutualrespectandtrustbetweenbothteams.

• Createsa‘cando’cultureandseekstobuildacapacitytoanticipatesignificantbusiness challengesanddevelopthenecessarycontingencies,tobuildorganisationalresilience.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

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1

5

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1 2

6 7

09 People Competencies Resilience (Overcomes Obstacles; Bounces Back from Setbacks)


Career Stage

An effective team player with a collaborative style. Is a natural team builder, who supports the development of individual team members. Proactively contributes to the team, seeks out contributions and opinions and builds on these contributions. Develops high performing teams, creates a shared purpose, delegate effectively and is comfortable delivering success through others.

• Effectiveteamplayer,iscomfortableoperatinginthisenvironmentandactively contributeswithknowledge,opinionsandastrongcommitmenttoteamobjectives.

• Establisheseffectiveworkingrelationshipswithintheteamandwithothersacross theorganisationandcanworkwellinmulti-disciplinaryteams.

• Preferredworkstyleistocollaboratewithothersandenjoysbeingpartofateamand seesthebenefitinworkingwithotherstosolvecomplexandchallengingbusinessissues.

• Workscontinuouslytobuildteamcapabilitiesandcreatetherequiredskillssets. Workswithteammemberstoensureeachhastheirownprofessionaldevelopmentplan.

• Ensuresthatnewmembersareeffectivelyintegratedintotheteamandeachhasa clearoveralldirection,linkedtoindividualandteamobjectives.

• Providesclearleadershipandencouragesotherswithintheteamtotakeopportunities bothformallyandinformally,todeveloptheirownleadershipskills.

• Buildshighlysuccessfulandeffectivemarketingteamswithanabilitytoleadcross functionalprojectteams.

• Highlymotivationalteambuilderandensuresthatthecontributionofteammembers isclearlyrecognised.

• Fostersastrongcollaborativecultureandencouragesinformationsharing,peerto peerfeedback,candorandconstructivechallenge,withintheteam.

• Createsanumberofhighperformanceteamsacrossdifferentpartsoftheorganisation. Theseteamsarelargelyachievementfocused,largelyautonomousandself-managed.

• Highlyexperiencedteammanagerandmakesastrongoverallbusinessandmarketing contributiontotheexecutiveteamandacrosstheorganisation.

• Usestheirteambuildingcapabilitytoensurethatteamconflictiseffectivelyaddressed, ensuringthecauseisidentifiedandspecificissuesareaddressedinafairmanner.

• Workseffectivelywiththeboardandtheexecutiveteamtoensurethatthe organisationhasastrongteambuildingcapacity.

• Coacheshighpotentialmanagersintheorganisationtocreatehighperformance teamsandensuresthereiseffectivetalentmanagementandsuccessionplanning.

• Workswithkeyinternalstakeholdersandexternalstrategicpartnerstocreateteams whichcandrivetransformationalchange.

CompetencyEvidence


Developing

Solid

Strong

Exceptional

Basic

2

3

4

1

5

3

4

5

1 2

6 7

10 People Competencies Team Building (Collaborative; Team Player)


Career Stage

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The Marketing Institute of Ireland South County Business Park, Leopardstown, Dublin 18, D18 E659, Ireland

Marketer Pathways - The Marketing Institute of Ireland · Marketer Pathways provides a toolkit for...

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