FF04 Marketing, communication and content senior marketingmanagementsales

Marketing Manager

Also known as: Head of Marketing · Marketing Lead

Sets marketing strategy, leads the marketing team and is accountable for brand positioning, budget allocation and the return on all campaigns.

The marketing manager reports to the board or the commercial director and steers marketers, specialists and external agencies. Unlike a marketer or campaign manager, this role decides on positioning, channel mix and budget rather than on execution. Selection typically fails because candidates are chosen on an appealing campaign portfolio, while the role depends on defending budget to the board and daring to stop channels that underperform.

Competencies to measure

These are the behavioural and ability constructs in this profile. Each one shows which hrmforce questionnaire measures it.

Competencies to measure	Target level	hrmforce instrument	Assessment method	Behavioural anchor at target level
Creative thinking Competency (50-framework): Creativity	N5	Big Fifty, Competency Check	Personality questionnaire	Breaks through common assumptions in the field, brings in renewing solution directions and gives others room to experiment.
Directing and steering people Competency (50-framework): Management	N5	Big Fifty, Competency Check, 360 Feedback	Assessment centre	Designs the management line for the whole organisation, addresses managers on their style and defines what good steering means here.
external awareness Competency (50-framework): Environmental Awareness	N4	Big Fifty, Competency Check	Structured interview	Follows sources outside the organisation systematically and uses those signals when adjusting working methods within the team.
Flexibility Competency (50-framework): Flexibility	N4	Big Fifty, 15PF, Competency Check	Personality questionnaire	Revises the approach independently when the request changes, keeps stakeholders informed and still delivers the result within the boundaries.

Short profile

The ten heaviest skills in this profile. The full profile with every skill, behavioural anchor and assessment method is in the download.

T	Skill	Target level	Weight	Knockout	Assessment method
V	Written expression	N5	5	yes	Work sample test
V	Content creation for target audiences	N5	5	yes	Portfolio or evidence
V	Marketing strategy	N5	5	yes	Work sample test
V	Content marketing	N5	5	yes	Portfolio or evidence
V	Marketing analytics and attribution	N4	5	yes	Work sample test
G	Creative thinking	N5	4	no	Personality questionnaire
V	Editing and plain language	N5	4	no	Work sample test
V	Storytelling	N5	4	no	Simulation
G	Directing and steering people	N5	4	no	Assessment centre
V	Value proposition development	N5	4	no	Work sample test

See all 26 skills in the full profile

Assessment instruments for this job

19 measurable constructs

Work sample test

Representative work sample under standardized conditions

11 measurable constructs

Competency Check

Behavioral-Level Competency Assessment

7 measurable constructs

Portfolio

Evaluation of prior work against fixed criteria

4 measurable constructs

Knowledge test (client-specific)

Professional knowledge test, customized for each client

4 measurable constructs

Big Fifty

Personality questionnaire, 150 items, 25 factors

3 measurable constructs

360 Feedback

Multiple assessments based on behavioral anchors

1 measurable constructs

15PF

Personality Profile, a shorter alternative to the Big Fifty

1 measurable constructs

Pulse Survey

Periodic measurement at the team and organizational levels