Kalam

Kalam Way:

Digital Marketing

Competencies at a Glance

Digital Marketing Strategy & Business Alignment: What are we trying to achieve and how should Digital Marketing support it?
Audience, Customer Journey & Campaign Planning: Who are we trying to influence and how should we move them toward the desired outcome?
Content Strategy & Digital Engagement: What should we communicate to engage the audience effectively?
SEO, Website Performance & Organic Growth: How do we make KALAM discoverable and create sustainable organic digital growth?
Campaign Execution & Performance Optimization: How do we execute effectively and continuously improve campaign performance?
Marketing Analytics, Reporting & Commercial Insight: What does the data tell us, why does it matter, and what should we do about it?
Cross-Functional Marketing Leadership: How do we align stakeholders around shared Marketing outcomes?
Marketing Innovation, AI & Automation: How do we use technology to improve Marketing capability, efficiency, and impact?
Digital Growth, Lead Generation & Marketing Value Management: How do we translate Marketing activity into measurable demand and business value?
Digital Marketing Excellence & Marketing Governance: How do we make Digital Marketing consistent, scalable, accountable, and continuously improving?

Digital Marketing Strategy & Business Alignment

Definition

The ability to translate organizational goals into clear digital marketing strategies by defining objectives, target audiences, channel priorities, campaign approaches, success measures, and resource requirements that align digital activities with KALAM's business priorities and measurable outcomes.

Why It Matters

Digital marketing creates value when it supports clear business objectives. Strong strategic alignment ensures campaigns have a defined purpose, resources are focused on the right priorities, and marketing activities contribute to measurable outcomes such as brand awareness, lead generation, recruitment, website traffic, and business growth.

Critical for Success

This competency is critical because it enables the Digital Marketing function to:

Translate business priorities into clear marketing objectives.
Select appropriate digital strategies and channels.
Focus resources on high-impact marketing activities.
Establish meaningful measures of success.
Connect marketing activities to business outcomes.
Avoid execution without strategic purpose.

Functional Application

Within Digital Marketing, this competency is demonstrated by understanding business objectives, defining campaign goals, selecting appropriate channels, establishing relevant KPIs, prioritizing initiatives, and ensuring digital activities remain aligned with KALAM's commercial, recruitment, brand, and organizational priorities.

Behavioral Indicators

Level 1: Digital Marketing Coordinator / Junior Digital Marketing Specialist

Understands the objectives behind assigned digital marketing activities.
Executes tasks according to approved campaign plans and priorities.
Recognizes the difference between marketing activities and intended business outcomes.
Tracks assigned activities against defined campaign objectives.
Uses established KPIs and performance measures correctly.
Seeks clarification when business or campaign objectives are unclear.

Level 2: Digital Marketing Specialist / Senior Digital Marketing Specialist

Translates defined business needs into practical digital marketing activities.
Defines clear campaign objectives and relevant success measures.
Selects appropriate digital channels based on campaign objectives and target audiences.
Prioritizes activities according to expected business impact.
Connects campaign execution to measurable marketing and business outcomes.
Adjusts tactical plans when business priorities or campaign conditions change.

Level 3: Digital Marketing Supervisor / Assistant Manager

Develops integrated digital plans across multiple campaigns or business objectives.
Guides team members in translating business requirements into effective digital marketing activities.
Challenges activities that lack clear strategic purpose or measurable value.
Balances short-term campaign requirements with longer-term marketing priorities.
Coordinates digital priorities across relevant internal stakeholders.
Reviews campaign direction regularly to ensure continued alignment with intended business outcomes.

Level 4: Digital Marketing Manager / Senior Manager

Develops Digital Marketing strategies aligned with KALAM's business priorities.
Converts Commercial, Recruitment, Brand, and organizational objectives into coordinated digital marketing plans.
Determines strategic priorities across channels, campaigns, and initiatives.
Allocates marketing resources according to expected business impact.
Establishes meaningful performance measures for Digital Marketing.
Advises leadership on how Digital Marketing can support organizational objectives and growth priorities.

Level 5: Head of Marketing / Marketing Director

Defines KALAM's overall Digital Marketing strategic direction.
Integrates Digital Marketing with broader organizational and growth strategies.
Determines where Digital Marketing should invest, scale, reduce, or transform its efforts.
Ensures marketing priorities evolve with KALAM's markets, services, talent requirements, and business ambitions.
Establishes the strategic role of Digital Marketing across Commercial, Employer Branding, Recruitment, and corporate positioning.
Positions Digital Marketing as a measurable contributor to organizational growth rather than an isolated communication or execution function.

Ineffective Behaviors

Individuals demonstrating ineffective performance in this competency may:

Execute campaigns without understanding their business purpose.
Focus on posting frequency or activity volume rather than outcomes.
Select channels based on habit, preference, or trends rather than objectives.
Pursue digital trends without considering their strategic relevance.
Measure activity without connecting results to business value.
Continue ineffective activities without challenging their purpose.
Fail to reprioritize marketing efforts when business needs change.

Evidence Sources

This competency may be assessed through:

Digital Marketing strategies and plans.
Campaign briefs and objectives.
Marketing KPIs and performance measures.
Channel strategies.
Campaign performance reviews.
Digital Marketing calendars and roadmaps.
Business and stakeholder feedback.
Strategic planning and business review discussions.

Development Suggestions

To strengthen this competency, individuals should:

Develop Digital Marketing strategy and planning capabilities.
Strengthen understanding of KALAM's business model, markets, services, and strategic objectives.
Learn structured campaign planning methodologies.
Improve objective-setting and KPI development skills.
Build stronger commercial and business acumen.
Participate in cross-functional business and marketing planning discussions.
Study how different digital channels contribute to different stages of the customer journey and business objectives.

Assessment Guidance

Assessors should evaluate whether the individual:

Understands the business purpose behind Digital Marketing activities.
Translates business objectives into coherent digital marketing plans.
Selects channels and priorities based on clear strategic rationale.
Establishes meaningful and relevant measures of success.
Adjusts strategies when business priorities or market conditions change.
Connects Digital Marketing decisions to measurable business outcomes.

Assessment Pitfalls

Avoid assessing this competency based solely on:

Number of campaigns launched.
Number of social media posts published.
Social media activity levels.
Website traffic alone.
Followers, likes, impressions, or engagement without business context.

These indicators measure marketing activity or isolated campaign outcomes, rather than the individual's ability to translate business objectives into strategically aligned Digital Marketing actions that create measurable organizational value.

Audience, Customer Journey & Campaign Planning

Definition

The ability to identify and segment target audiences, understand their needs, behaviors, motivations, and digital touchpoints, and translate these insights into structured campaign plans that deliver relevant messages through the right channels at the right stages of the customer journey.

Why It Matters

Effective digital campaigns depend on reaching the right audience with relevant messages at the appropriate stage of their journey. Strong audience understanding and campaign planning improve targeting, engagement, conversion, and resource efficiency while reducing disconnected or generic marketing activities.

Critical for Success

This competency is critical because it enables the Digital Marketing function to:

Identify and understand priority audiences.
Segment audiences according to meaningful characteristics and behaviors.
Map relevant digital customer journeys.
Select appropriate channels and touchpoints.
Structure campaigns around audience needs and business objectives.
Improve campaign relevance, engagement, and conversion potential.

Functional Application

Within Digital Marketing, this competency is demonstrated by defining target audiences, analyzing their digital behaviors and needs, mapping key journey stages, selecting relevant touchpoints, developing campaign structures, coordinating messaging across channels, and planning how audiences move from awareness toward the intended action.

Behavioral Indicators

Level 1: Digital Marketing Coordinator / Junior Digital Marketing Specialist

Understands the target audience defined within campaign briefs.
Executes assigned activities according to established audience segments and campaign plans.
Recognizes that different audiences may require different messages and channels.
Supports collection and organization of audience and campaign information.
Follows defined customer journey stages when executing campaign activities.
Identifies basic differences in audience responses across digital channels.

Level 2: Digital Marketing Specialist / Senior Digital Marketing Specialist

Defines target audiences based on campaign objectives and available data.
Segments audiences according to relevant characteristics, needs, behaviors, or interests.
Maps basic customer journeys across appropriate digital touchpoints.
Selects channels according to audience behavior and campaign purpose.
Develops campaign plans that connect audience, message, channel, timing, and intended action.
Adjusts targeting or campaign structure based on audience response and performance.

Level 3: Digital Marketing Supervisor / Assistant Manager

Develops integrated audience and journey strategies across multiple campaigns.
Guides the team in audience segmentation and customer journey planning.
Identifies gaps or friction points across digital customer journeys.
Coordinates messaging and campaign activities across multiple touchpoints.
Challenges assumptions about audiences when evidence indicates different behavior.
Ensures campaign plans maintain alignment between audience needs and business objectives.

Level 4: Digital Marketing Manager / Senior Manager

Develops audience strategies for major business, Commercial, Recruitment, and Brand objectives.
Establishes segmentation approaches that improve campaign relevance and effectiveness.
Designs integrated customer journeys across digital channels and touchpoints.
Uses behavioral and performance insights to refine audience strategies.
Aligns campaign planning across Digital Marketing, Media Buying, Omnichannel, Graphic Design, and relevant business stakeholders.
Ensures resources and channel investments reflect audience priorities and expected business value.

Level 5: Head of Marketing / Marketing Director

Defines KALAM's strategic approach to audience segmentation and customer journey management.
Establishes how Marketing identifies, prioritizes, and engages different stakeholder and customer groups.
Integrates audience intelligence into broader Marketing and business strategies.
Shapes end-to-end journeys that connect awareness, engagement, consideration, conversion, and long-term relationship development.
Ensures evolving audience behaviors, markets, and technologies continuously influence KALAM's marketing approach.
Positions customer and audience understanding as a fundamental input into strategic Marketing decisions.

Ineffective Behaviors

Individuals demonstrating ineffective performance in this competency may:

Target audiences too broadly without meaningful segmentation.
Assume audience needs without using available evidence.
Use identical messaging for significantly different audience groups.
Select channels based on popularity rather than audience behavior.
Plan campaigns as isolated activities rather than connected journeys.
Focus only on campaign launch without considering what should happen next.
Ignore audience behavior when campaign performance indicates that the original assumptions are incorrect.

Evidence Sources

This competency may be assessed through:

Audience profiles and segmentation models.
Customer or candidate journey maps.
Campaign briefs and plans.
Channel selection rationale.
Targeting strategies.
Campaign funnel and conversion analysis.
Audience behavior and engagement reports.
Campaign performance reviews.

Development Suggestions

To strengthen this competency, individuals should:

Develop audience research and segmentation skills.
Learn customer journey mapping methodologies.
Strengthen understanding of digital customer behavior.
Develop campaign planning and funnel management capabilities.
Improve knowledge of channel roles across different journey stages.
Practice translating audience insights into actionable campaign decisions.
Study how customer needs and behaviors change across awareness, consideration, conversion, and relationship stages.

Assessment Guidance

Assessors should evaluate whether the individual:

Identifies audiences based on clear business and campaign rationale.
Understands audience needs, behaviors, and digital preferences.
Develops meaningful audience segments rather than broad classifications.
Connects channels and messaging to different stages of the customer journey.
Builds coherent campaigns rather than disconnected marketing activities.
Adjusts campaign plans based on actual audience behavior and results.

Assessment Pitfalls

Avoid assessing this competency based solely on:

Audience size.
Number of audience segments created.
Number of channels included in a campaign.
Reach or impressions.
Campaign complexity.

These indicators measure campaign scale or activity rather than the individual's ability to understand audiences, design meaningful journeys, and translate those insights into focused campaigns that support the intended business outcome.

Content Strategy & Digital Engagement

Definition

The ability to develop and manage digital content strategies by defining relevant themes, messages, formats, channels, timing, and engagement approaches that connect with target audiences, strengthen brand presence, and contribute to measurable marketing and business objectives.

Why It Matters

Content is one of the primary ways KALAM attracts, informs, and engages digital audiences. A strong content strategy ensures that communication is purposeful, audience-relevant, channel-appropriate, and aligned with business objectives, rather than simply maintaining online activity.

Critical for Success

This competency is critical because it enables the Digital Marketing function to:

Translate marketing objectives into purposeful content strategies.
Deliver relevant messages to different target audiences.
Strengthen KALAM's digital presence and brand consistency.
Select appropriate content formats and distribution channels.
Increase meaningful audience engagement.
Connect content performance to broader marketing objectives.

Functional Application

Within Digital Marketing, this competency is demonstrated by developing content plans, defining messaging and themes, selecting suitable formats and channels, coordinating content requirements with creative resources, managing publishing schedules, monitoring audience engagement, and continuously improving content based on performance insights.

Behavioral Indicators

Level 1: Digital Marketing Coordinator / Junior Digital Marketing Specialist

Executes content activities according to approved plans and calendars.
Understands the intended audience and objective of assigned content.
Maintains accurate publishing schedules and content records.
Applies approved messaging and brand guidelines consistently.
Coordinates basic content requirements with relevant contributors.
Monitors basic audience engagement indicators.

Level 2: Digital Marketing Specialist / Senior Digital Marketing Specialist

Develops content plans aligned with campaign objectives and target audiences.
Adapts messaging according to audience, platform, and communication purpose.
Selects appropriate content formats and distribution approaches.
Coordinates effectively with Graphic Design and other content contributors.
Monitors content performance and identifies opportunities for improvement.
Uses audience response to refine future content decisions.

Level 3: Digital Marketing Supervisor / Assistant Manager

Develops integrated content strategies across campaigns and digital platforms.
Guides the team in translating campaign objectives into effective content approaches.
Ensures consistency of messaging across digital channels.
Reviews content performance to identify patterns, gaps, and opportunities.
Balances planned content with emerging business or audience needs.
Coordinates content priorities across Digital Marketing, Graphic Design, and relevant stakeholders.

Level 4: Digital Marketing Manager / Senior Manager

Develops Digital Content strategies aligned with KALAM's Marketing and business priorities.
Establishes content pillars, messaging priorities, and engagement approaches for key audiences.
Ensures content strategies support Commercial, Recruitment, Brand, and other organizational objectives where relevant.
Uses performance insights to optimize content investment and direction.
Aligns content requirements across campaigns, channels, and creative resources.
Ensures KALAM maintains a relevant, consistent, and strategically purposeful digital presence.

Level 5: Head of Marketing / Marketing Director

Defines KALAM's strategic direction for digital content and audience engagement.
Establishes how content supports KALAM's brand, market positioning, talent attraction, and business growth objectives.
Ensures content strategy evolves with changing audience behaviors, platforms, markets, and organizational priorities.
Integrates digital content into the broader Marketing and communication strategy.
Establishes governance for strategic messaging, content priorities, and digital engagement.
Positions content as a strategic business asset rather than simply a communication output.

Ineffective Behaviors

Individuals demonstrating ineffective performance in this competency may:

Publish content without a clear objective.
Focus on content volume rather than relevance or impact.
Use identical messages across different audiences and platforms.
Select content formats based on personal preference rather than audience behavior.
Prioritize trends without considering KALAM's brand or business objectives.
Treat engagement metrics as the final objective without understanding their business relevance.
Continue ineffective content approaches despite performance evidence.

Evidence Sources

This competency may be assessed through:

Content strategies and plans.
Editorial and publishing calendars.
Campaign briefs.
Content performance reports.
Audience engagement analysis.
Digital platform analytics.
Messaging frameworks.
Stakeholder and leadership feedback.

Development Suggestions

To strengthen this competency, individuals should:

Develop content strategy and planning skills.
Strengthen understanding of audience behavior across digital platforms.
Learn digital storytelling and messaging principles.
Improve knowledge of content formats and their appropriate applications.
Develop a stronger understanding of brand positioning and tone of voice.
Practice analyzing content performance beyond surface-level engagement metrics.
Study emerging content trends while evaluating their relevance to business objectives.

Assessment Guidance

Assessors should evaluate whether the individual:

Develops content with clear strategic purpose.
Connects content decisions to target audiences and campaign objectives.
Adapts messaging appropriately across channels and audiences.
Coordinates effectively with creative and business stakeholders.
Uses performance insights to improve content strategy.
Contributes to a consistent and purposeful KALAM digital presence.

Assessment Pitfalls

Avoid assessing this competency based solely on:

Number of posts published.
Likes, reactions, or followers.
Content volume.
Visual attractiveness.
Personal creativity.
Use of trending formats.

These indicators measure content activity or isolated engagement rather than the individual's ability to develop strategically relevant content that engages target audiences and contributes to defined marketing and business objectives.

SEO, Website Performance & Organic Growth

Definition

The ability to improve KALAM's organic digital presence by applying Search Engine Optimization principles, analyzing search behavior, optimizing website content and performance, and using data to increase relevant traffic, visibility, engagement, and conversion opportunities.

Why It Matters

Organic visibility enables KALAM to reach relevant audiences without depending entirely on paid campaigns. Effective SEO and website optimization strengthen discoverability, improve user experience, increase qualified traffic, and make the website a stronger digital asset that supports Marketing and business objectives.

Critical for Success

This competency is critical because it enables the Digital Marketing function to:

Improve KALAM's organic search visibility.
Attract relevant audiences to KALAM's website.
Strengthen website performance and digital discoverability.
Align website content with audience search behavior.
Identify opportunities for sustainable organic growth.
Use website and search insights to improve marketing decisions.

Functional Application

Within Digital Marketing, this competency is demonstrated by monitoring organic visibility, applying SEO principles, identifying relevant search opportunities, optimizing website content, analyzing website behavior and traffic, coordinating required website improvements, and using performance insights to strengthen organic growth.

Behavioral Indicators

Level 1: Digital Marketing Coordinator / Junior Digital Marketing Specialist

Understands basic SEO principles and their role in digital visibility.
Applies approved keywords, metadata, links, and content requirements accurately.
Supports website content updates according to defined requirements.
Monitors basic website and organic traffic indicators.
Identifies obvious content, link, or website issues and escalates them appropriately.
Maintains accurate records of SEO and website activities.

Level 2: Digital Marketing Specialist / Senior Digital Marketing Specialist

Conducts keyword and search-intent research for relevant audiences and campaigns.
Applies on-page SEO practices to improve content discoverability.
Analyzes organic traffic, website behavior, and search performance.
Identifies opportunities to improve website content and user journeys.
Coordinates website optimization requirements with relevant technical or creative resources.
Uses performance data to improve organic visibility and traffic quality continuously.

Level 3: Digital Marketing Supervisor / Assistant Manager

Develops SEO and organic growth plans aligned with Marketing priorities.
Guides the team in keyword strategy, content optimization, and website performance analysis.
Identifies significant opportunities and barriers affecting organic growth.
Reviews website and search performance to determine improvement priorities.
Coordinates SEO initiatives across Digital Marketing, content, design, and technical stakeholders.
Ensures organic activities focus on relevant traffic and business value rather than traffic volume alone.

Level 4: Digital Marketing Manager / Senior Manager

Develops KALAM's SEO, website performance, and organic growth strategy.
Aligns organic search priorities with KALAM's markets, services, recruitment needs, and business objectives.
Establishes meaningful measures for website and organic performance.
Prioritizes website improvements according to audience impact and business value.
Uses search and website intelligence to influence broader Digital Marketing decisions.
Ensures the website operates as a strategic Marketing asset rather than simply an informational platform.

Level 5: Head of Marketing / Marketing Director

Defines the strategic role of organic growth within KALAM's overall Marketing strategy.
Ensures KALAM builds sustainable digital visibility across relevant markets, audiences, services, and geographies.
Aligns website evolution with KALAM's long-term brand and business direction.
Guides strategic investment in organic growth, website capability, and digital infrastructure.
Uses search behavior and website intelligence to inform broader market and audience decisions.
Positions KALAM's digital ecosystem as a scalable business asset that supports long-term visibility, credibility, demand generation, and organizational growth.

Ineffective Behaviors

Individuals demonstrating ineffective performance in this competency may:

Treat SEO as simply adding keywords to content.
Focus on traffic volume without considering traffic relevance.
Ignore search intent when developing or optimizing content.
Make website changes without reviewing performance data.
Focus exclusively on rankings without considering audience behavior or business outcomes.
Ignore technical or content issues affecting website visibility and performance.
Depend entirely on paid advertising for digital visibility when relevant organic opportunities exist.

Evidence Sources

This competency may be assessed through:

Organic traffic trends.
Search visibility and ranking reports.
Keyword and search-intent analysis.
Website analytics.
Website engagement and conversion behavior.
SEO audits and optimization plans.
Organic content performance.
Website improvement initiatives.

Development Suggestions

To strengthen this competency, individuals should:

Develop knowledge of on-page and technical SEO fundamentals.
Learn keyword research and search-intent analysis.
Strengthen website analytics capabilities.
Develop understanding of website user behavior and conversion principles.
Learn how content architecture influences search visibility.
Build familiarity with SEO and website performance tools.
Stay informed about changes in search behavior and search technologies.

Assessment Guidance

Assessors should evaluate whether the individual:

Understands how organic search contributes to Marketing and business objectives.
Identifies meaningful search opportunities based on audience behavior.
Applies appropriate SEO principles to digital content.
Uses website performance data to guide improvement decisions.
Focuses on relevant traffic and meaningful audience actions rather than volume alone.
Contributes to sustainable improvement in KALAM's digital visibility.

Assessment Pitfalls

Avoid assessing this competency based solely on:

Website traffic volume.
Number of keywords ranked.
Individual keyword positions.
Number of website pages created.
Search impressions.
SEO tool scores alone.

These indicators measure isolated SEO outputs rather than the individual's ability to improve relevant organic visibility, strengthen website performance, and convert search-driven audiences into meaningful Marketing and business value.

Campaign Execution & Performance Optimization

Definition

The ability to translate approved digital marketing plans into disciplined campaign execution, monitor performance against defined objectives, identify improvement opportunities, test and adjust campaign variables, and continuously optimize activities to maximize effectiveness and business impact.

Why It Matters

Strong strategies create value only when they are executed effectively. Disciplined campaign execution and continuous optimization ensure Digital Marketing responds to actual performance, improves results over time, and directs effort toward activities that generate meaningful marketing and business outcomes.

Critical for Success

This competency is critical because it enables the Digital Marketing function to:

Translate campaign plans into effective execution.
Maintain quality and consistency throughout campaign delivery.
Monitor performance against defined objectives.
Identify underperformance early.
Test and optimize campaign elements systematically.
Improve marketing effectiveness through continuous learning.
Maximize the business value generated by digital activities.

Functional Application

Within Digital Marketing, this competency is demonstrated by launching and managing campaigns in line with approved plans, monitoring KPIs, testing campaign variables, identifying performance gaps, implementing improvements, coordinating required adjustments, and continuously optimizing campaigns based on evidence and results.

Behavioral Indicators

Level 1: Digital Marketing Coordinator / Junior Digital Marketing Specialist

Executes assigned campaign activities accurately and according to approved plans.
Follows campaign schedules, requirements, and publishing timelines.
Monitors assigned campaign indicators and reports deviations promptly.
Performs basic campaign checks before and after launch.
Maintains accurate records of campaign activities and changes.
Implements approved adjustments accurately and on time.

Level 2: Digital Marketing Specialist / Senior Digital Marketing Specialist

Manages digital campaigns from setup through completion according to defined objectives.
Monitors campaign performance regularly against relevant KPIs.
Identifies performance gaps and recommends practical improvements.
Tests appropriate campaign variables to improve results.
Adjusts targeting, messaging, timing, content, or channel execution based on performance evidence.
Documents campaign learning and applies it to future activities.

Level 3: Digital Marketing Supervisor / Assistant Manager

Oversees execution and optimization across multiple digital campaigns.
Guides the team in interpreting campaign performance and determining appropriate actions.
Establishes structured approaches to campaign testing and optimization.
Identifies patterns across campaigns and translates them into improvement opportunities.
Ensures optimization decisions remain aligned with campaign objectives rather than isolated metrics.
Promotes disciplined experimentation and continuous learning across the team.

Level 4: Digital Marketing Manager / Senior Manager

Establishes campaign execution and optimization standards across Digital Marketing.
Prioritizes optimization efforts according to expected business impact.
Reviews campaign performance across channels and initiatives to identify strategic improvement opportunities.
Ensures campaign decisions are based on reliable performance evidence.
Coordinates significant campaign adjustments across Digital Marketing, Media Buying, Graphic Design, Omnichannel, and relevant stakeholders.
Uses campaign learning to continuously improve Digital Marketing effectiveness and resource allocation.

Level 5: Head of Marketing / Marketing Director

Defines KALAM's strategic approach to Digital Marketing execution and performance optimization.
Establishes a performance-driven culture where campaigns are continuously measured, challenged, tested, and improved.
Ensures Digital Marketing resources are redirected toward the channels, audiences, and activities generating the greatest strategic value.
Uses aggregated campaign performance to influence broader Marketing priorities and investment decisions.
Establishes organizational expectations for experimentation, learning, and evidence-based Marketing decisions.
Positions continuous optimization as a core Marketing discipline rather than a corrective action taken only when campaigns underperform.

Ineffective Behaviors

Individuals demonstrating ineffective performance in this competency may:

Treat campaign launch as the completion of the work.
Monitor performance without taking appropriate action.
Continue underperforming activities without challenging them.
Make campaign changes based on personal opinion rather than evidence.
Change too many variables simultaneously, making learning difficult.
Focus on improving isolated metrics without considering the campaign objective.
Repeat previous campaign approaches without applying lessons learned.

Evidence Sources

This competency may be assessed through:

Campaign execution records.
Campaign performance reports.
Optimization plans and actions.
Testing and experimentation records.
Campaign KPI trends.
Pre- and post-optimization comparisons.
Campaign retrospectives and lessons learned.
Stakeholder feedback.

Development Suggestions

To strengthen this competency, individuals should:

Develop structured campaign management capabilities.
Strengthen understanding of digital campaign KPIs.
Learn A/B testing and experimentation principles.
Improve analytical problem-solving skills.
Develop knowledge of conversion and funnel optimization.
Practice translating performance data into specific improvement actions.
Conduct regular campaign retrospectives to identify reusable lessons.

Assessment Guidance

Assessors should evaluate whether the individual:

Executes campaigns accurately and consistently.
Monitors performance against the correct objectives and KPIs.
Recognizes performance gaps early.
Uses evidence to determine appropriate optimization actions.
Tests improvements systematically rather than making random changes.
Applies campaign learning to future activities.
Improves results through continuous optimization.

Assessment Pitfalls

Avoid assessing this competency based solely on:

Number of campaigns executed.
Campaign completion rates.
Click-through rates.
Engagement rates.
Conversion rates in isolation.
Number of tests performed.

These indicators measure campaign activity or individual outcomes rather than the individual's ability to execute campaigns effectively, diagnose performance, make evidence-based adjustments, and continuously improve results against the intended business objective.

Marketing Analytics, Reporting & Commercial Insight

Definition

The ability to collect, validate, analyze, and interpret Digital Marketing performance data, translate metrics into meaningful business insights, communicate findings clearly, and provide evidence-based recommendations that improve marketing effectiveness and support informed business decisions.

Why It Matters

Marketing data creates value only when it improves decisions. Strong analytics enables KALAM to understand performance, identify opportunities and risks, optimize marketing investments, demonstrate business contribution, and make better decisions based on evidence rather than assumptions.

Critical for Success

This competency is critical because it enables the Digital Marketing function to:

Measure performance against defined objectives.
Transform marketing data into actionable insights.
Identify trends, opportunities, and performance gaps.
Explain why marketing results are changing.
Support evidence-based Marketing decisions.
Demonstrate Marketing's contribution to business outcomes.
Improve future strategies and resource allocation.

Functional Application

Within Digital Marketing, this competency is demonstrated by monitoring relevant KPIs, validating data quality, analyzing campaign and channel performance, identifying trends and causes, developing meaningful reports and dashboards, communicating findings, and translating insights into practical recommendations for Marketing and business stakeholders.

Behavioral Indicators

Level 1: Digital Marketing Coordinator / Junior Digital Marketing Specialist

Collects and organizes Digital Marketing data accurately.
Updates approved reports and dashboards according to defined schedules.
Understands basic Digital Marketing metrics and their definitions.
Identifies obvious data inconsistencies and escalates them appropriately.
Compares basic results against established targets or benchmarks.
Maintains accurate records and reporting documentation.

Level 2: Digital Marketing Specialist / Senior Digital Marketing Specialist

Analyzes campaign, content, website, and channel performance against defined objectives.
Selects relevant metrics according to the purpose of the campaign.
Identifies meaningful trends, patterns, and performance gaps.
Distinguishes between activity metrics and business-relevant outcomes.
Explains likely causes behind changes in performance.
Converts analysis into practical recommendations for improvement.

Level 3: Digital Marketing Supervisor / Assistant Manager

Reviews Digital Marketing performance across multiple campaigns and channels.
Guides the team in interpreting data rather than simply reporting metrics.
Identifies relationships between audience behavior, campaign execution, and business outcomes.
Challenges misleading, incomplete, or irrelevant performance conclusions.
Ensures reports focus on insights and required actions rather than excessive data.
Uses performance trends to guide campaign priorities and improvement decisions.

Level 4: Digital Marketing Manager / Senior Manager

Establishes Digital Marketing measurement and reporting frameworks aligned with business objectives.
Defines meaningful KPIs for different Marketing objectives, audiences, and campaign types.
Integrates performance information across channels to provide a broader view of Marketing effectiveness.
Translates Marketing performance into commercially relevant insights for senior stakeholders.
Uses analytics to influence priorities, resource allocation, and Marketing investments.
Ensures Marketing recommendations are supported by reliable evidence and clearly communicated business rationale.

Level 5: Head of Marketing / Marketing Director

Defines KALAM's strategic approach to Marketing measurement, analytics, and business insight.
Establishes how Marketing contribution is evaluated across brand, Commercial, Recruitment, digital growth, and other organizational priorities.
Ensures senior leadership receives meaningful Marketing intelligence rather than disconnected operational metrics.
Uses Marketing intelligence to influence strategic investment, market positioning, growth priorities, and organizational decisions.
Establishes a culture where evidence challenges assumptions and informs Marketing direction.
Positions Marketing analytics as a strategic decision-making capability that demonstrates and improves Marketing's contribution to KALAM's business performance.

Ineffective Behaviors

Individuals demonstrating ineffective performance in this competency may:

Report numbers without explaining their meaning.
Focus primarily on vanity metrics such as likes, followers, or impressions without business context.
Use the same KPIs for campaigns with different objectives.
Present correlations or assumptions as proven causes.
Ignore data quality issues.
Produce complex reports that do not support decisions.
Select only favorable metrics while ignoring contradictory evidence.
Fail to translate insights into recommended actions.

Evidence Sources

This competency may be assessed through:

Digital Marketing performance reports.
Marketing dashboards.
Campaign analytics.
Website and audience analytics.
KPI frameworks.
Campaign performance reviews.
Marketing presentations and recommendations.
Business review discussions.
Stakeholder feedback.

Development Suggestions

To strengthen this competency, individuals should:

Develop Digital Marketing analytics capabilities.
Strengthen understanding of Marketing KPIs and measurement frameworks.
Improve data interpretation and critical thinking skills.
Develop stronger commercial and business acumen.
Learn data visualization and insight communication techniques.
Practice distinguishing correlation from causation.
Develop the ability to translate Marketing performance into clear business recommendations.

Assessment Guidance

Assessors should evaluate whether the individual:

Selects metrics that reflect the actual Marketing objective.
Maintains accuracy and reliability in Marketing reporting.
Identifies meaningful patterns and performance drivers.
Goes beyond describing what happened to explaining why it matters.
Translates analysis into practical recommendations.
Communicates insights appropriately to different stakeholders.
Connects Marketing performance to relevant business outcomes.

Assessment Pitfalls

Avoid assessing this competency based solely on:

Number of reports produced.
Number of dashboards created.
Technical knowledge of analytics platforms.
Volume of data analyzed.
Complexity of presentations.
Ability to calculate Marketing metrics.

These indicators measure reporting or analytical activity rather than the individual's ability to interpret Marketing performance, generate meaningful insights, and influence better Marketing and business decisions.

Cross-Functional Marketing Leadership

Definition

The ability to align, influence, and coordinate internal stakeholders around shared marketing objectives by translating business needs into clear marketing requirements, facilitating cross-functional execution, managing dependencies, and ensuring Marketing initiatives contribute effectively to broader organizational priorities.

Why It Matters

Digital Marketing depends on multiple functions to deliver successful outcomes. Strong cross-functional leadership ensures business requirements are understood, responsibilities are aligned, dependencies are managed, and Marketing initiatives are executed as coordinated organizational efforts rather than isolated departmental activities.

Critical for Success

This competency is critical because it enables the Digital Marketing function to:

Align Marketing activities with stakeholder objectives.
Translate business needs into clear Marketing requirements.
Coordinate execution across multiple functions.
Manage cross-functional dependencies effectively.
Reduce gaps, delays, and conflicting priorities.
Strengthen shared accountability for Marketing outcomes.
Ensure Marketing supports broader organizational objectives.

Functional Application

Within Digital Marketing, this competency is demonstrated by coordinating with Business Development, Client Relations, Recruitment, Graphic Design, Media Buying, Omnichannel, and other relevant stakeholders; clarifying objectives and responsibilities; managing dependencies; facilitating decisions; and ensuring Marketing initiatives remain aligned with business needs throughout execution.

Behavioral Indicators

Level 1: Digital Marketing Coordinator / Junior Digital Marketing Specialist

Communicates assigned Marketing requirements clearly to relevant stakeholders.
Provides accurate information and updates to internal contributors.
Follows agreed responsibilities, timelines, and approval processes.
Coordinates routine Marketing activities with relevant teams.
Escalates delays, dependencies, or unclear requirements appropriately.
Demonstrates awareness of how individual Marketing tasks affect other functions.

Level 2: Digital Marketing Specialist / Senior Digital Marketing Specialist

Coordinates campaign requirements effectively across relevant stakeholders.
Clarifies business objectives before beginning Marketing execution.
Translates stakeholder needs into practical Digital Marketing activities.
Manages routine dependencies across campaigns, content, creative, and digital channels.
Communicates changes and performance concerns proactively.
Builds productive working relationships with Marketing and business stakeholders.

Level 3: Digital Marketing Supervisor / Assistant Manager

Leads cross-functional coordination for multiple Marketing initiatives.
Aligns stakeholders around campaign objectives, responsibilities, timelines, and expected outcomes.
Resolves conflicting priorities or requirements constructively.
Facilitates decisions when campaigns depend on multiple functions.
Ensures teams understand how their contributions affect overall Marketing outcomes.
Promotes shared accountability rather than departmental ownership of problems.

Level 4: Digital Marketing Manager / Senior Manager

Builds strong partnerships with Commercial, Recruitment, Client Relations, and other key business functions.
Leads cross-functional planning for major Marketing initiatives.
Ensures Marketing priorities reflect broader organizational requirements.
Resolves significant cross-functional barriers affecting Marketing performance.
Aligns resources and capabilities across Marketing specialties to deliver integrated outcomes.
Influences stakeholders when Marketing expertise requires challenging or refining initial business requests.

Level 5: Head of Marketing / Marketing Director

Defines how Marketing collaborates with and supports KALAM's wider business functions.
Establishes governance for cross-functional Marketing planning, prioritization, accountability, and decision-making.
Integrates Marketing into strategic Commercial and organizational planning.
Influences senior leadership by representing Marketing's strategic perspective and business contribution.
Ensures Marketing resources are prioritized according to enterprise value rather than isolated departmental requests.
Positions Marketing as an integrated business partner that connects market understanding, brand, demand, talent attraction, and organizational growth.

Ineffective Behaviors

Individuals demonstrating ineffective performance in this competency may:

Treat Marketing requests as isolated tasks without understanding the business context.
Begin execution before objectives, responsibilities, or requirements are clear.
Work in silos without involving relevant stakeholders.
Blame other functions when dependencies affect Marketing outcomes.
Accept unrealistic requirements without constructive challenge.
Create delays through poor coordination or unclear ownership.
Prioritize departmental preferences over organizational objectives.
Escalate disagreements without first attempting constructive resolution.

Evidence Sources

This competency may be assessed through:

Cross-functional campaign plans.
Stakeholder feedback.
Marketing project and campaign reviews.
Business and Marketing planning meetings.
Campaign briefs and responsibility assignments.
Dependency and issue resolution records.
Cross-functional initiative outcomes.
Leadership observations.

Development Suggestions

To strengthen this competency, individuals should:

Develop stakeholder management and influencing skills.
Strengthen understanding of KALAM's functions and business model.
Improve facilitation and conflict resolution capabilities.
Participate in cross-functional projects and planning activities.
Develop stronger business requirement clarification techniques.
Improve project coordination and dependency management skills.
Practice influencing without formal authority.

Assessment Guidance

Assessors should evaluate whether the individual:

Understands stakeholder objectives before initiating Marketing activities.
Aligns different contributors around common Marketing outcomes.
Communicates roles, expectations, and dependencies clearly.
Influences stakeholders constructively without relying solely on authority.
Resolves cross-functional barriers proactively.
Balances Marketing expertise with business requirements.
Demonstrates enterprise thinking rather than departmental thinking.

Assessment Pitfalls

Avoid assessing this competency based solely on:

Number of meetings attended.
Personal popularity with colleagues.
Responsiveness to internal requests.
Number of departments interacted with.
Participation in cross-functional initiatives.

These indicators measure interaction rather than the individual's ability to align stakeholders, influence decisions, manage dependencies, and lead coordinated Marketing efforts toward shared business outcomes.

Marketing Innovation, AI & Automation

Definition

The ability to identify, evaluate, and apply innovative Marketing practices, Artificial Intelligence, automation, and emerging technologies to improve productivity, decision-making, campaign effectiveness, audience engagement, and business outcomes while maintaining appropriate human judgment, brand consistency, and responsible use.

Why It Matters

Digital Marketing evolves rapidly. Effective use of AI and automation can reduce repetitive work, accelerate analysis, improve personalization, and increase Marketing productivity, allowing professionals to focus more on strategy, creativity, judgment, and business impact.

Critical for Success

This competency is critical because it enables the Digital Marketing function to:

Improve Marketing productivity and efficiency.
Automate repetitive and low-value activities.
Accelerate campaign analysis and optimization.
Enhance personalization and audience relevance.
Improve Marketing decision-making through technology.
Continuously adapt to emerging digital capabilities.
Preserve human judgment where strategic or brand decisions are required.

Functional Application

Within Digital Marketing, this competency is demonstrated by identifying opportunities for automation, using AI to support research, content, analysis, reporting, and optimization, evaluating emerging Marketing technologies, testing new approaches, and ensuring technology improves Marketing outcomes rather than being adopted simply because it is new.

Behavioral Indicators

Level 1: Digital Marketing Coordinator / Junior Digital Marketing Specialist

Uses approved AI and Marketing technologies according to established guidelines.
Applies automation tools accurately to assigned repetitive activities.
Learns new Marketing platforms and technologies quickly.
Uses AI to support routine research, drafting, or analysis where appropriate.
Reviews AI-generated outputs before using or publishing them.
Demonstrates curiosity toward new technologies and ways of working.

Level 2: Digital Marketing Specialist / Senior Digital Marketing Specialist

Uses AI to improve research, content development, campaign preparation, and performance analysis.
Identifies repetitive Marketing activities that could be automated.
Uses automation to improve workflow efficiency and consistency.
Experiments with emerging Marketing tools when they address a defined business need.
Validates AI-generated recommendations rather than accepting outputs automatically.
Applies human judgment to ensure technology-supported outputs remain relevant, accurate, and aligned with KALAM's brand.

Level 3: Digital Marketing Supervisor / Assistant Manager

Identifies opportunities to integrate AI and automation across Digital Marketing workflows.
Coaches team members on effective and responsible use of Marketing technologies.
Evaluates whether new tools create measurable improvements in productivity or performance.
Leads practical experimentation with new technologies and Marketing approaches.
Standardizes successful innovations for broader team adoption.
Ensures automation improves processes without reducing necessary quality controls or human oversight.

Level 4: Digital Marketing Manager / Senior Manager

Develops Digital Marketing innovation and automation priorities aligned with business needs.
Integrates appropriate AI capabilities into Marketing workflows and processes.
Evaluates Marketing technology investments based on expected business value.
Leads transformation initiatives that improve Marketing productivity, effectiveness, and scalability.
Establishes appropriate controls for AI-supported Marketing activities.
Builds a team culture that encourages experimentation, learning, and responsible innovation.

Level 5: Head of Marketing / Marketing Director

Defines KALAM's strategic direction for Marketing innovation, AI, automation, and emerging technologies.
Determines where technology should automate, augment, or transform Marketing activities.
Ensures Marketing technology investments support long-term business and Commercial priorities.
Establishes governance for responsible, ethical, secure, and brand-aligned use of AI within Marketing.
Builds a future-ready Marketing organization that continuously adapts to technological change.
Ensures human strategy, creativity, judgment, and business understanding remain central to Marketing despite increasing automation.

Ineffective Behaviors

Individuals demonstrating ineffective performance in this competency may:

Resist useful technology without evaluating its potential value.
Adopt new tools simply because they are fashionable or widely discussed.
Use AI-generated outputs without validation.
Treat AI as a substitute for Marketing judgment or strategic thinking.
Automate ineffective processes instead of improving them first.
Introduce unnecessary technology that increases complexity without meaningful value.
Ignore accuracy, brand, confidentiality, or governance considerations when using AI.
Fail to capture learning from innovation experiments.

Evidence Sources

This competency may be assessed through:

AI-supported Marketing activities.
Marketing automation workflows.
Innovation and experimentation initiatives.
Process improvement results.
Productivity improvements.
Technology adoption initiatives.
AI and automation governance compliance.
Documented experimentation and lessons learned.
Leadership and stakeholder feedback.

Development Suggestions

To strengthen this competency, individuals should:

Develop practical AI literacy relevant to Marketing.
Learn Marketing automation concepts and applications.
Strengthen understanding of emerging Marketing technologies.
Develop workflow and process improvement capabilities.
Practice effective prompting, output validation, and human review.
Learn responsible AI principles, including privacy, accuracy, and brand considerations.
Participate in controlled experimentation with emerging Marketing tools and technologies.

Assessment Guidance

Assessors should evaluate whether the individual:

Uses technology to solve genuine Marketing or business problems.
Identifies meaningful opportunities for AI and automation.
Applies appropriate human judgment to technology-supported outputs.
Evaluates innovation based on measurable value rather than novelty.
Improves productivity or Marketing effectiveness through technology.
Learns from experimentation and scales successful practices.
Uses AI and automation responsibly.

Assessment Pitfalls

Avoid assessing this competency based solely on:

Number of AI tools used.
Frequency of AI usage.
Number of automated processes.
Familiarity with the latest Marketing technologies.
Participation in AI training.
Technical sophistication alone.

These indicators measure technology exposure or adoption rather than the individual's ability to use innovation, AI, and automation intelligently to improve Marketing performance and create meaningful business value.

Digital Growth, Lead Generation & Marketing Value Management

Definition

The ability to use Digital Marketing strategically to generate and nurture qualified demand, support business and talent acquisition objectives, optimize conversion and cost efficiency, and demonstrate measurable Marketing contribution to KALAM's growth and organizational priorities.

Why It Matters

Digital Marketing must create value beyond online activity. By focusing on lead quality, conversion, cost efficiency, and business outcomes, Marketing can support Commercial growth, recruitment needs, brand visibility, and other organizational priorities while demonstrating the measurable value of its investments.

Critical for Success

This competency is critical because it enables the Digital Marketing function to:

Generate qualified leads and demand.
Support Commercial and Recruitment objectives.
Improve lead quality and conversion potential.
Strengthen lead nurturing across the digital journey.
Optimize Marketing cost efficiency.
Connect Marketing investment to measurable outcomes.
Demonstrate Marketing's contribution to business growth.

Functional Application

Within Digital Marketing, this competency is demonstrated by designing demand-generation activities, defining lead criteria with receiving functions, monitoring lead quality and conversion, supporting lead nurturing, optimizing acquisition efficiency, and evaluating Marketing contribution against agreed Commercial, Recruitment, Brand, and business outcomes.

Behavioral Indicators

Level 1: Digital Marketing Coordinator / Junior Digital Marketing Specialist

Understands the intended outcome of assigned lead-generation activities.
Executes approved lead-generation activities accurately and on time.
Maintains accurate lead and campaign information.
Tracks basic lead-generation indicators against established targets.
Understands the difference between generating traffic, inquiries, and qualified leads.
Escalates obvious lead-quality or campaign performance concerns appropriately.

Level 2: Digital Marketing Specialist / Senior Digital Marketing Specialist

Develops Digital Marketing activities designed to generate qualified leads or other defined outcomes.
Applies agreed qualification criteria when evaluating Marketing-generated leads.
Monitors lead volume, quality, conversion, and acquisition efficiency.
Identifies opportunities to improve lead-generation performance.
Supports lead-nurturing activities across relevant digital touchpoints.
Adjusts Marketing activities based on downstream lead and conversion feedback.

Level 3: Digital Marketing Supervisor / Assistant Manager

Oversees lead-generation and growth activities across multiple campaigns or objectives.
Works with Business Development, Talent Acquisition, and other receiving functions to define meaningful lead-quality criteria.
Analyzes conversion patterns to identify weaknesses across the Marketing-to-outcome journey.
Balances lead volume, lead quality, cost efficiency, and conversion potential.
Guides the team in improving demand-generation and nurturing approaches.
Uses downstream feedback to improve targeting, messaging, and campaign effectiveness continuously.

Level 4: Digital Marketing Manager / Senior Manager

Develops Digital Marketing growth strategies aligned with KALAM's Commercial, Recruitment, and organizational priorities.
Establishes clear frameworks for measuring lead quality, conversion, acquisition efficiency, and Marketing contribution.
Aligns Digital Marketing activities with Business Development, Talent Acquisition, Client Relations, and relevant stakeholders.
Uses funnel and conversion insights to identify where Marketing investment creates or loses value.
Prioritizes Marketing resources according to expected business contribution.
Demonstrates Marketing value through measurable outcomes rather than activity volume alone.

Level 5: Head of Marketing / Marketing Director

Defines KALAM's strategic approach to Digital Marketing growth and value creation.
Establishes how Marketing contribution is measured across Commercial growth, talent acquisition, brand development, and other organizational priorities.
Aligns Marketing investment with KALAM's growth strategy and highest-value opportunities.
Establishes governance for demand generation, lead management, nurturing, and Marketing-to-business handoffs.
Uses Marketing performance and conversion intelligence to influence strategic investment and growth decisions.
Positions Marketing as a measurable business growth capability rather than primarily a communication or cost function.

Ineffective Behaviors

Individuals demonstrating ineffective performance in this competency may:

Focus on lead volume without considering lead quality.
Treat every inquiry or contact as a qualified lead.
Generate leads without agreeing on qualification criteria with the receiving function.
Measure Marketing success only at the point of lead generation.
Ignore downstream conversion feedback from Business Development or Talent Acquisition.
Optimize cost per lead while producing low-quality or irrelevant leads.
Pursue growth metrics that are disconnected from actual business objectives.
Claim outcomes that are primarily controlled by another function.

Evidence Sources

This competency may be assessed through:

Lead-generation performance reports.
Lead quality and qualification data.
Conversion and funnel analysis.
Cost-per-lead and acquisition efficiency metrics.
Lead-nurturing performance.
Commercial and Recruitment feedback.
Campaign-to-outcome analysis.
Marketing contribution reports.
Growth initiative results.

Development Suggestions

To strengthen this competency, individuals should:

Develop demand-generation and lead-nurturing capabilities.
Strengthen understanding of Marketing and sales funnels.
Learn lead qualification and scoring principles.
Develop stronger Commercial and Recruitment process awareness.
Improve conversion and funnel analysis capabilities.
Strengthen understanding of Marketing economics and cost efficiency.
Practice connecting Marketing indicators to downstream business outcomes.

Assessment Guidance

Assessors should evaluate whether the individual:

Generates demand aligned with defined business requirements.
Understands the difference between lead volume and lead quality.
Uses meaningful qualification and conversion measures.
Improves Marketing activities based on downstream performance.
Balances volume, quality, cost, and conversion appropriately.
Demonstrates Marketing contribution without overstating Marketing's ownership of outcomes.
Uses business results to improve future Marketing decisions continuously.

Assessment Pitfalls

Avoid assessing this competency based solely on:

Number of leads generated.
Cost per lead alone.
Website conversions.
Campaign reach.
Total Marketing spend.
Final sales or hiring results without considering ownership across the funnel.

These indicators provide useful information, but none alone demonstrates the individual's ability to generate qualified demand, improve conversion efficiency, and connect Digital Marketing activities to meaningful business value.

Digital Marketing Excellence & Marketing Governance

Definition

The ability to establish, apply, and continuously improve the standards, processes, controls, performance disciplines, knowledge practices, and governance mechanisms required to deliver consistent, responsible, scalable, and high-performing Digital Marketing across KALAM.

Why It Matters

Sustainable Digital Marketing performance cannot depend on individual talent or informal ways of working. Clear standards, governance, accountability, and continuous improvement enable KALAM to maintain quality, protect its brand, improve performance, retain organizational knowledge, and scale Marketing capabilities as the business grows.

Critical for Success

This competency is critical because it enables the Digital Marketing function to:

Establish consistent Marketing standards and ways of working.
Strengthen accountability and execution discipline.
Protect KALAM's brand and reputation.
Improve quality and consistency across Digital Marketing activities.
Capture and reuse Marketing knowledge and lessons learned.
Drive systematic continuous improvement.
Build a scalable Digital Marketing capability.

Functional Application

Within Digital Marketing, this competency is demonstrated by adhering to and improving Marketing standards, maintaining clear processes and controls, documenting campaign learnings, applying brand and approval requirements, monitoring functional performance, sharing knowledge, and continuously strengthening how Digital Marketing operates across KALAM.

Behavioral Indicators

Level 1: Digital Marketing Coordinator / Junior Digital Marketing Specialist

Follows established Digital Marketing processes, standards, and approval requirements.
Applies KALAM's brand and communication guidelines consistently.
Maintains accurate campaign documentation and records.
Uses approved systems, templates, and working methods correctly.
Completes required quality checks before publishing or launching digital activities.
Identifies process or execution issues and escalates them appropriately.

Level 2: Digital Marketing Specialist / Senior Digital Marketing Specialist

Applies Digital Marketing standards consistently across assigned campaigns and channels.
Maintains appropriate documentation of campaign decisions, changes, and results.
Identifies recurring process issues and recommends practical improvements.
Ensures Marketing activities comply with approved brand, communication, and operational requirements.
Captures lessons learned and applies them to future activities.
Shares effective practices and knowledge with other team members.

Level 3: Digital Marketing Supervisor / Assistant Manager

Monitors team compliance with Digital Marketing standards and working practices.
Coaches team members on quality, consistency, documentation, and governance requirements.
Identifies recurring performance or process gaps and leads corrective improvements.
Standardizes effective practices across campaigns and team members.
Facilitates campaign reviews and ensures lessons learned result in practical improvements.
Promotes accountability, knowledge sharing, and continuous improvement within the team.

Level 4: Digital Marketing Manager / Senior Manager

Establishes Digital Marketing processes, standards, controls, and performance disciplines.
Defines appropriate governance for campaign planning, execution, approvals, measurement, and optimization.
Ensures Marketing governance protects brand consistency while avoiding unnecessary bureaucracy.
Uses performance insights, audit findings, stakeholder feedback, and campaign learning to improve functional practices.
Establishes mechanisms for knowledge management and reuse of successful Marketing practices.
Continuously strengthens Digital Marketing capability, scalability, quality, and operational maturity.

Level 5: Head of Marketing / Marketing Director

Defines KALAM's Digital Marketing operating model and governance philosophy.
Establishes enterprise-level standards for Digital Marketing quality, accountability, brand integrity, measurement, technology use, and professional practice.
Ensures governance evolves alongside KALAM's growth, geographic expansion, Marketing channels, technologies, and business requirements.
Builds a culture where experimentation and agility operate within appropriate strategic and governance boundaries.
Ensures Marketing knowledge, methodologies, data, and learning become organizational assets rather than remaining dependent on individuals.
Positions Digital Marketing as a scalable, accountable, innovative, and continuously improving business capability that consistently contributes to KALAM's strategic objectives.

Ineffective Behaviors

Individuals demonstrating ineffective performance in this competency may:

Depend on informal or inconsistent ways of working.
Ignore established Marketing standards or approval requirements.
Apply brand guidelines inconsistently.
Repeat previous mistakes without capturing lessons learned.
Fail to document important Marketing decisions or practices.
Treat governance as bureaucracy rather than a mechanism for quality and accountability.
Create unnecessary controls that reduce Marketing agility without adding value.
Depend excessively on specific individuals for critical Marketing knowledge or processes.

Evidence Sources

This competency may be assessed through:

Digital Marketing policies and procedures.
Campaign governance and approval records.
Brand compliance reviews.
Marketing process documentation.
Campaign retrospectives and lessons learned.
Continuous improvement initiatives.
Marketing performance reviews.
Internal quality or governance assessments.
Knowledge management practices.
Stakeholder and leadership feedback.

Development Suggestions

To strengthen this competency, individuals should:

Develop knowledge of Marketing governance and operating models.
Strengthen process management and continuous improvement capabilities.
Learn quality assurance principles relevant to Digital Marketing.
Develop a stronger understanding of brand governance.
Participate in Marketing process reviews and improvement initiatives.
Practice documenting and transferring Marketing knowledge.
Develop understanding of responsible data, AI, and technology governance within Marketing.

Assessment Guidance

Assessors should evaluate whether the individual:

Applies Digital Marketing standards consistently.
Maintains appropriate quality and governance disciplines.
Identifies and improves ineffective Marketing processes.
Captures and applies lessons learned.
Contributes to consistent and scalable Marketing practices.
Balances governance requirements with the need for Marketing agility.
Strengthens organizational capability rather than relying solely on individual expertise.

Assessment Pitfalls

Avoid assessing this competency based solely on:

Number of procedures created.
Amount of documentation produced.
Compliance scores alone.
Number of approval steps established.
Audit results in isolation.
Process complexity.

These indicators measure governance activity rather than the individual's ability to create disciplined, efficient, scalable, and continuously improving Digital Marketing practices that support business performance.