Marketing Career Track Template

Marketing includes multiple specialties that support brand building, pipeline generation, customer engagement, and strategic growth. This career path framework outlines several distinct marketing tracks, each with its own growth ladders for individual contributors (ICs) and people managers.

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Each role ladder in this document contains IC and manager titles. Descriptions are written for each track separately and assume different expectations, even when titles are adjacent in level.

✍️ Content Marketing

Career Path Table

Individual Contributor (IC) Track

ICs in content marketing grow by deepening their craft, expanding their impact, and owning programs across the content lifecycle — without managing people. They are responsible for executing high-quality content that serves business objectives while maintaining editorial integrity and brand voice.

Level 1: Content Marketing Associate

An entry-level role focused on building foundational content skills while supporting editorial workflows and production.

• Writes blog posts, landing pages, and short-form content
• Edits and formats content in CMS tools
• Assists with research and SEO optimization
• Supports publishing schedules and asset distribution

Key Competencies:
Reliability, Communication, Tools, Collaboration & Feedback

Level 2: Content Marketing Specialist

A developing content professional who owns content creation for specific programs or channels.

• Produces long-form content for campaigns, lifecycle, or SEO
• Collaborates with stakeholders to execute content briefs
• Applies best practices for readability, tone, and optimization
• Begins tracking and reporting on content performance

Key Competencies:
Autonomy & Prioritization, Communication, Problem Solving, Product Knowledge

Level 3: Senior Content Strategist

A strategic IC who leads content campaigns and drives measurable results.

• Owns cross-functional editorial planning and content calendars
• Leads research and development of new content formats
• Mentors junior writers or contractors
• Uses analytics to improve conversion and reach

Key Competencies:
Scope & Complexity, Expertise, Problem Solving, Collaboration & Feedback

Level 4: Content Lead / Managing Editor

Owns editorial quality, voice, and operational efficiency for a domain or content stream.

• Manages content operations across multiple initiatives or teams
• Edits and approves high-visibility assets
• Defines editorial standards and governance
• Aligns content with brand, SEO, and campaign priorities

Key Competencies:
Expertise, Scope & Complexity, Communication, Autonomy & Prioritization

Level 5: Principal Content Strategist

A senior IC with org-wide influence, shaping content direction and systems.

• Develops scalable content strategies across formats and teams
• Acts as strategic advisor to PMM, Demand Gen, and Brand
• Owns editorial frameworks, messaging hierarchies, or templates
• Leads high-stakes content initiatives and executive storytelling

Key Competencies:
Scope & Complexity, Expertise, Communication, Product Knowledge

Level 6: Staff Content Strategist / Editor-at-Large

The most senior IC role. Drives vision for editorial strategy, systems, and storytelling across the org.

• Owns long-term content direction, tone, and narrative vision
• Leads content for flagship campaigns, launches, and leadership messaging
• Defines best-in-class standards across teams and regions
• Partners with execs on internal and external storytelling

Key Competencies:
Expertise, Communication, Scope & Complexity, Autonomy & Prioritization

People Manager Track

People leaders in content marketing grow by scaling their team’s creativity and output. They build editorial teams, align work to strategy, and ensure quality and consistency across all content touchpoints.

Level 2: Content Marketing Manager

First-line manager responsible for team output, calendar execution, and career development.

• Manages a team of writers or freelancers
• Sets goals and priorities aligned with campaigns or brand
• Provides coaching and editorial feedback
• Collaborates with stakeholders on content needs and timelines

Key Competencies:
Supervision, Communication, Development, Tools, Responsibility

Level 3: Senior Content Marketing Manager

Leads a broader or more experienced team and owns end-to-end content strategy for key initiatives.

• Oversees content planning for campaigns, launches, or segments
• Leads hiring, onboarding, and performance reviews
• Aligns content strategy with product, brand, and demand
• Defines reporting metrics and team KPIs

Key Competencies:
Scope & Complexity, Communication, Development, Autonomy & Prioritization

Level 4: Director of Content

Owns content as a functional area, with responsibility for team structure, operations, and strategy.

• Develops long-term editorial roadmap and systems
• Manages budget and resourcing for internal and external contributors
• Aligns content with broader GTM or brand strategy
• Leads cross-functional collaboration and stakeholder alignment

Key Competencies:
Responsibility, Scope & Complexity, Communication, Expertise, Supervision

Level 5: Senior Director of Content

Scales the content function across teams, regions, or business units.

• Leads multiple content teams or verticals (e.g., thought leadership, brand, demand)
• Shapes company-wide content planning processes
• Defines org structure, hiring plans, and systems for scale
• Collaborates with senior execs on messaging and positioning

Key Competencies:
Development, Communication, Scope & Complexity, Expertise, Responsibility

Level 6: VP of Content / Head of Content

Executive responsible for content as a strategic growth lever.

• Defines content’s role in brand, growth, and engagement
• Partners with the CMO and executive team on messaging direction
• Leads investment in content operations, talent, and tooling
• Represents content in executive planning and external positioning

Key Competencies:
Scope & Complexity, Responsibility, Expertise, Communication, Autonomy & Prioritization

📈 Demand Generation / Growth

Career Path Table

Individual Contributor (IC) Track

ICs in demand generation grow by mastering campaign strategy, channel operations, and revenue impact — without taking on formal people management responsibilities. They often operate cross-functionally and are evaluated on pipeline contribution and marketing efficiency.

Level 1: Marketing Campaign Coordinator

Entry-level role supporting campaign execution and reporting.

• Schedules emails, webinars, and paid ad campaigns
• Tracks deliverables, timelines, and assets
• Assists with data entry and marketing automation tools
• Supports events or field marketing efforts

Key Competencies:
Reliability, Communication, Tools, Collaboration & Feedback

Level 2: Demand Generation Specialist

Owns individual campaigns or program streams with limited supervision.

• Executes multi-channel programs (email, paid, content syndication)
• Manages campaign calendars and asset production
• Builds workflows in MAP/CRM platforms
• Begins analyzing performance data to recommend improvements

Key Competencies:
Autonomy & Prioritization, Tools, Problem Solving, Communication

Level 3: Growth Marketing Manager

Owns channels or initiatives with full lifecycle accountability.

• Manages strategy, spend, and performance for 1–2 growth channels
• Leads testing and optimization across campaigns
• Partners with sales to improve lead quality and velocity
• Defines KPIs and contributes to marketing-sourced pipeline

Key Competencies:
Scope & Complexity, Problem Solving, Product Knowledge, Communication

Level 4: Demand Gen Lead / Campaign Architect

Designs cross-functional campaigns and system-wide programs.

• Owns quarterly campaign strategy and channel mix
• Leads nurture, scoring, and conversion programs
• Collaborates with PMM, Content, and RevOps on campaign design
• Supports GTM for product launches and segment expansion

Key Competencies:
Expertise, Autonomy & Prioritization, Collaboration & Feedback, Scope & Complexity

Level 5: Senior Growth Strategist

Operates at the intersection of strategy, data, and cross-team leadership.

• Drives ABM, lifecycle marketing, and new channel experimentation
• Shapes strategy across demand, brand, and lifecycle marketing
• Mentors demand marketers across multiple teams
• Partners with RevOps on attribution, ROI modeling, and funnel health

Key Competencies:
Scope & Complexity, Expertise, Communication, Product Knowledge

Level 6: Staff Growth Marketer

The most senior IC level. Defines company-wide demand strategy and thought leadership.

• Leads innovation for growth models and campaign infrastructure
• Drives alignment between execs, sales, and marketing strategy
• Partners on budgeting, forecasting, and market expansion
• Acts as internal advisor on performance, testing, and optimization

Key Competencies:
Expertise, Communication, Scope & Complexity, Autonomy & Prioritization

People Manager Track

Managers in demand generation scale pipeline results by building high-performing teams, aligning with revenue strategy, and overseeing efficient marketing programs. They lead both people and systems to drive measurable business outcomes.

Level 2: Demand Generation Manager

Manages campaign owners and sets tactical goals across channels.

• Leads campaign calendar and prioritization
• Mentors specialists and new marketers
• Collaborates with sales and product marketing on GTM initiatives
• Tracks team metrics and reporting

Key Competencies:
Supervision, Development, Communication, Tools, Responsibility

Level 3: Senior Demand Generation Manager

Owns team performance across programs and pipeline goals.

• Leads planning and execution across multiple campaign tracks
• Aligns strategy with sales leaders and GTM teams
• Oversees lead scoring, nurturing, and MQL quality
• Tracks attribution and return on spend across segments

Key Competencies:
Scope & Complexity, Communication, Development, Responsibility

Level 4: Director of Demand Generation

Owns strategy, team structure, and performance across the function.

• Defines demand roadmap, priorities, and performance benchmarks
• Oversees budget, hiring, and execution of marketing campaigns
• Partners with exec team on strategic growth planning
• Leads demand tech stack, tooling, and vendor relationships

Key Competencies:
Responsibility, Expertise, Development, Communication, Product Knowledge

Level 5: Senior Director of Growth Marketing

Leads growth initiatives across business units or global regions.

• Oversees entire demand organization or regions
• Shapes org-wide growth and performance strategy
• Aligns pipeline generation with company OKRs
• Mentors other directors and senior ICs

Key Competencies:
Scope & Complexity, Communication, Responsibility, Autonomy & Prioritization

Level 6: VP of Growth / Head of Demand Gen

Exec-level leader responsible for marketing contribution to revenue.

• Owns long-term demand generation vision and GTM strategy
• Partners with CMO, CRO, and RevOps to forecast and deliver pipeline
• Defines team structure, tech investments, and metrics
• Represents growth marketing to the Board or investors

Key Competencies:
Scope & Complexity, Expertise, Communication, Responsibility, Product Knowledge

🚀 Product Marketing

Career Path Table

Individual Contributor (IC) Track

ICs in product marketing drive business impact by owning messaging, enablement, and go-to-market success — without formally managing people. They grow through market expertise, narrative clarity, and launch execution.

Level 1: Product Marketing Coordinator

Supports the PMM team by helping with research, documentation, and content development.

• Assists with competitive research and persona profiling
• Supports product launches with asset updates
• Helps coordinate cross-functional workflows
• Maintains internal enablement materials

Key Competencies:
Reliability, Communication, Tools, Product Knowledge

Level 2: Product Marketing Specialist

Owns deliverables in support of launches, messaging, or customer insights.

• Writes messaging briefs and supports feature-level positioning
• Builds enablement materials (battlecards, one-pagers)
• Contributes to GTM strategy and release planning
• Collaborates with Product, Sales, and Content

Key Competencies:
Autonomy & Prioritization, Communication, Collaboration & Feedback, Tools

Level 3: Product Marketing Manager

Drives go-to-market success for a product area or vertical.

• Crafts core positioning and messaging for launches
• Owns enablement and training for product features or lines
• Influences roadmap with customer and competitive insights
• Partners with demand gen to align campaigns to product narrative

Key Competencies:
Scope & Complexity, Expertise, Communication, Product Knowledge

Level 4: Senior Product Marketing Manager

Leads high-impact product marketing initiatives with broad visibility.

• Oversees GTM strategy for cross-functional or cross-product initiatives
• Defines messaging frameworks and content strategy
• Leads pricing, packaging, and competitive positioning
• Mentors junior PMMs and reviews critical deliverables

Key Competencies:
Expertise, Communication, Scope & Complexity, Autonomy & Prioritization

Level 5: Lead Product Marketing Manager

Operates across product lines or segments, bringing senior perspective to business strategy.

• Drives company-level narrative alignment across teams
• Leads segmentation, ICP refinement, and GTM experimentation
• Partners with leadership on product launches and investments
• Acts as advisor for sales enablement and positioning strategy

Key Competencies:
Scope & Complexity, Communication, Product Knowledge, Expertise

Level 6: Principal Product Marketing Manager

The most senior IC PMM, operating at the org-wide level as a strategic architect.

• Defines and evolves the company’s top-level positioning
• Leads product marketing for strategic initiatives (e.g., new markets, platform shifts)
• Partners with C-suite on executive messaging and customer story development
• Mentors PMMs across teams and influences team-wide standards

Key Competencies:
Expertise, Scope & Complexity, Autonomy & Prioritization, Communication

People Manager Track

PMM people managers lead teams that scale product stories, enablement, and market understanding. They are responsible for coaching ICs, aligning strategy, and representing product marketing at the leadership level.

Level 2: Manager, Product Marketing

Manages a small team of product marketers focused on delivery and execution.

• Reviews positioning, content, and enablement deliverables
• Guides career growth and day-to-day execution
• Leads launch planning meetings and stakeholder syncs
• Aligns PMM work with product and sales priorities

Key Competencies:
Supervision, Communication, Development, Responsibility

Level 3: Senior Manager, Product Marketing

Oversees strategy and execution for a major product area or buyer segment.

• Manages multiple ICs or other managers
• Aligns GTM work to business goals and metrics
• Partners with cross-functional leads to shape go-to-market processes
• Defines team strategy, roadmap, and reporting

Key Competencies:
Scope & Complexity, Development, Responsibility, Communication

Level 4: Director, Product Marketing

Leads the product marketing function or a large division within it.

• Owns positioning, messaging, and launch readiness at a strategic level
• Builds team structure and hiring plans
• Collaborates with executives on product planning and strategy
• Oversees cross-functional GTM process

Key Competencies:
Responsibility, Expertise, Scope & Complexity, Communication

Level 5: Senior Director, Product Marketing

Executes strategy and leadership across multiple product areas or global teams.

• Owns portfolio-level GTM and messaging frameworks
• Sets the standard for enablement and sales partnership
• Leads analyst relations and strategic positioning
• Mentors directors and senior managers across the org

Key Competencies:
Scope & Complexity, Communication, Development, Responsibility

Level 6: VP, Product Marketing

Executive leader responsible for the PMM function across the company.

• Defines the vision, structure, and charter for PMM
• Partners with CPO, CMO, and Revenue leadership
• Shapes company narrative and market positioning
• Represents PMM at executive and board levels

Key Competencies:
Responsibility, Communication, Expertise, Autonomy & Prioritization

🎨 Brand & Communications

Career Path Table

Individual Contributor (IC) Track

ICs in brand and communications roles are responsible for shaping the company’s voice, identity, and market presence — without managing people. Their impact scales through strategic storytelling, brand guardianship, and narrative alignment across channels.

Level 1: Brand & Communications Coordinator

An early-career role supporting execution and production across brand and internal/external comms.

• Formats presentations, templates, or marketing materials
• Schedules content across channels (email, social, internal)
• Assists with press or PR logistics
• Maintains creative and editorial asset libraries

Key Competencies:
Reliability, Tools, Communication, Collaboration & Feedback

Level 2: Brand Designer / Communications Specialist

Creates content that supports brand integrity and messaging consistency.

• Writes or designs content for campaigns, events, and brand channels
• Supports internal comms, PR, or visual design
• Applies tone of voice and brand guidelines consistently
• Begins managing small creative or comms projects

Key Competencies:
Autonomy & Prioritization, Communication, Tools, Product Knowledge

Level 3: Senior Designer / Comms Strategist

Owns core brand systems or strategic comms workstreams.

• Leads design or messaging for integrated campaigns
• Shapes narrative structure for web, pitch decks, or media content
• Partners with execs on internal or external messaging
• Contributes to strategic storytelling or design frameworks

Key Competencies:
Expertise, Communication, Scope & Complexity, Product Knowledge

Level 4: Brand Lead / Editorial Director

Leads brand or comms strategy for key areas of the business.

• Oversees editorial calendars, PR strategy, or brand refreshes
• Manages systems for design ops or editorial workflows
• Leads tone of voice evolution or visual brand expansion
• Partners with senior leaders on positioning

Key Competencies:
Expertise, Scope & Complexity, Autonomy & Prioritization, Communication

Level 5: Principal Brand Strategist

Shapes company voice and market identity across all brand touchpoints.

• Defines brand architecture, storytelling pillars, and narrative POVs
• Drives brand evolution across design, content, and campaigns
• Serves as strategic advisor on creative vision
• Mentors writers, designers, or strategists across teams

Key Competencies:
Scope & Complexity, Communication, Expertise, Autonomy & Prioritization

Level 6: Staff Brand Strategist

The most senior IC responsible for enterprise-wide brand vision and expression.

• Leads global brand narrative, evolution, and long-term strategy
• Defines executive voice and leadership messaging
• Drives flagship campaigns and reputation management
• Advises C-level on storytelling, tone, and brand visibility

Key Competencies:
Expertise, Scope & Complexity, Communication, Autonomy & Prioritization

People Manager Track

Brand and communications leaders scale narrative, identity, and storytelling by building high-performing teams and aligning creative output to business strategy.

Level 2: Manager, Brand & Communications

Leads a small team of designers, writers, or comms professionals.

• Manages team capacity and timelines
• Reviews content for alignment with tone and brand
• Collaborates with marketing, people, and exec comms teams
• Coaches junior team members and manages feedback cycles

Key Competencies:
Supervision, Communication, Responsibility, Development

Level 3: Senior Manager, Brand & Communications

Owns execution quality and team development across one or more functions.

• Leads campaign strategy or internal comms roadmap
• Oversees branding across business units or major programs
• Partners with HR, Legal, or PR on critical communications
• Drives operational process and tooling

Key Competencies:
Scope & Complexity, Communication, Development, Responsibility

Level 4: Director, Brand & Communications

Owns brand and/or comms strategy across multiple teams and stakeholders.

• Sets long-term brand vision and editorial strategy
• Oversees team hiring, resourcing, and planning
• Shapes internal messaging and external storytelling strategy
• Partners with leadership on company voice and visibility

Key Competencies:
Responsibility, Expertise, Development, Scope & Complexity

Level 5: Senior Director, Brand & Communications

Oversees the brand/comms function at scale.

• Guides evolution of company identity, reputation, and media presence
• Leads integrated strategy across internal, external, and executive comms
• Builds strategic partnerships with external agencies or media firms
• Advises execs on narrative and communications during major company moments

Key Competencies:
Scope & Complexity, Communication, Expertise, Responsibility

Level 6: VP, Brand & Communications

Executive leader for the company’s reputation, identity, and storytelling.

• Defines global brand strategy and narrative direction
• Owns long-term comms planning (internal + external)
• Partners with CEO, CMO, and CPO on voice, visibility, and influence
• Represents brand in board, investor, and external media conversations

Key Competencies:
Responsibility, Expertise, Scope & Complexity, Communication

⚙️ Marketing Operations

Career Path Table

Individual Contributor (IC) Track

ICs in marketing operations ensure the systems, data, and processes behind marketing campaigns run smoothly and scale effectively. They drive efficiency, accuracy, and visibility across marketing programs.

Level 1: Marketing Operations Coordinator

Supports operational logistics, data entry, and reporting.

• Updates campaign data in CRM and MAP systems
• Performs QA and testing for email and form workflows
• Assists with data hygiene and list management
• Supports reporting setup and dashboards

Key Competencies:
Reliability, Tools, Communication, Collaboration & Feedback

Level 2: Marketing Operations Specialist

Owns basic workflows and reporting infrastructure.

• Builds campaign automation workflows and lead routing
• Maintains integrations between systems
• Supports marketers in campaign setup and tracking
• Conducts regular data audits

Key Competencies:
Autonomy & Prioritization, Tools, Problem Solving, Communication

Level 3: Senior Marketing Operations Analyst

Improves performance and visibility across marketing programs.

• Designs scalable processes for tracking and attribution
• Builds dashboards for campaign and funnel metrics
• Owns martech stack administration and vendor relationships
• Provides guidance on marketing performance and insights

Key Competencies:
Scope & Complexity, Communication, Expertise, Product Knowledge

Level 4: Marketing Systems Lead

Owns systems strategy and performance across the marketing org.

• Leads martech roadmap and systems optimization
• Partners with sales, finance, and IT on integrated processes
• Sets standards for campaign execution and tracking
• Supports global or multi-region infrastructure

Key Competencies:
Expertise, Scope & Complexity, Autonomy & Prioritization, Tools

Level 5: Principal Marketing Analyst

Shapes strategy for performance measurement and infrastructure.

• Defines cross-org campaign architecture and operations strategy
• Advises leadership on tooling, budgeting, and reporting
• Leads cross-functional initiatives to improve efficiency and alignment
• Serves as thought partner to Demand Gen and RevOps

Key Competencies:
Expertise, Communication, Scope & Complexity, Problem Solving

Level 6: Staff Marketing Ops Strategist

Org-wide expert responsible for marketing systems, strategy, and governance.

• Leads architecture for marketing automation and data
• Shapes operations roadmap and performance strategy
• Mentors ops leads across global teams
• Drives change management for process transformation

Key Competencies:
Scope & Complexity, Expertise, Communication, Autonomy & Prioritization

People Manager Track

Marketing ops leaders grow by designing systems that scale, leading teams that support performance, and aligning infrastructure with business strategy.

Level 2: Marketing Operations Manager

Manages a team of ICs and supports daily execution.

• Sets team priorities for campaign ops and reporting
• Guides team development and QA practices
• Oversees martech platform management
• Partners with marketing leaders to improve execution

Key Competencies:
Supervision, Communication, Tools, Responsibility, Development

Level 3: Senior Marketing Operations Manager

Leads strategy and delivery for a key function or business line.

• Manages people, projects, and systems roadmap
• Defines KPIs and reporting standards for the team
• Aligns with Sales Ops and RevOps on process improvements
• Leads implementation of key tools and systems

Key Competencies:
Scope & Complexity, Responsibility, Communication, Development

Level 4: Director, Marketing Operations

Owns team structure, performance, and strategic direction.

• Leads the marketing ops function across teams or regions
• Shapes data, tooling, and resourcing strategy
• Collaborates with marketing leadership to align execution to goals
• Owns roadmap and reporting for marketing infrastructure

Key Competencies:
Responsibility, Expertise, Communication, Development, Autonomy & Prioritization

Level 5: Senior Director, Marketing Operations

Scales ops globally and defines cross-org strategy.

• Oversees infrastructure and operations for the full funnel
• Shapes planning, forecasting, and measurement
• Drives strategic alignment with RevOps, Finance, and IT
• Mentors directors and leads high-priority cross-functional programs

Key Competencies:
Scope & Complexity, Communication, Expertise, Responsibility

Level 6: VP, Marketing Operations

Exec leader responsible for performance, measurement, and growth infrastructure.

• Owns vision, team structure, and investment strategy
• Leads cross-functional operations planning with CMO, CRO, CFO
• Defines operating model for global execution and measurement
• Represents ops strategy in executive and board conversations

Key Competencies:
Responsibility, Expertise, Scope & Complexity, Autonomy & Prioritization

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🤝 Customer Marketing

Career Path Table

Individual Contributor (IC) Track

Customer marketing ICs build community, drive engagement, and deepen retention — without managing people. Their work supports loyalty, advocacy, and growth through storytelling and relationship-building.

Level 1: Customer Marketing Coordinator

Supports customer stories, engagement campaigns, and community activities.

• Gathers quotes and reviews from customers
• Coordinates reference calls and case study approvals
• Supports email newsletters and event logistics
• Maintains content libraries and satisfaction surveys

Key Competencies:
Reliability, Tools, Communication, Collaboration & Feedback

Level 2: Customer Marketing Specialist

Owns customer marketing initiatives with measurable impact.

• Builds campaigns for upsell, referrals, and loyalty
• Develops advocacy content: case studies, testimonials, spotlights
• Manages social proof and review platforms
• Partners with CS or Sales on customer engagement plays

Key Competencies:
Autonomy & Prioritization, Communication, Tools, Product Knowledge

Level 3: Senior Customer Marketing Manager

Owns customer lifecycle strategy and drives outcomes across channels.

• Leads engagement campaigns across post-sale journey
• Builds advocacy and voice-of-customer programs
• Develops content for renewals, upsells, and expansions
• Advises CS on messaging, feedback, and comms

Key Competencies:
Scope & Complexity, Expertise, Product Knowledge, Communication

Level 4: Advocacy / Community Lead

Leads strategy for customer community and programs.

• Builds councils, communities, and engagement initiatives
• Oversees reference programs and content creation
• Defines the customer voice in external marketing
• Partners with Brand, CS, and Product on customer experience

Key Competencies:
Expertise, Scope & Complexity, Communication, Autonomy & Prioritization

Level 5: Principal Customer Marketer

Senior IC shaping post-sale marketing strategy and insights.

• Defines customer journey strategy and segmentation
• Leads strategic initiatives (referral programs, advisory boards, champions)
• Mentors customer marketing ICs across the org
• Acts as voice-of-customer expert for exec and product teams

Key Competencies:
Expertise, Scope & Complexity, Communication, Problem Solving

Level 6: Staff Customer Marketing Strategist

Terminal IC role influencing customer strategy company-wide.

• Leads strategic customer programs across all touchpoints
• Partners with C-level on retention, loyalty, and community
• Owns frameworks for storytelling, experience, and advocacy
• Defines standards for enterprise and global customer engagement

Key Competencies:
Scope & Complexity, Expertise, Communication, Autonomy & Prioritization

People Manager Track

Customer marketing leaders scale customer voice, retention strategy, and advocacy programs through team development and cross-functional alignment.

Level 2: Manager, Customer Marketing

Leads a team executing advocacy, upsell, or referral programs.

• Oversees campaign execution and stakeholder collaboration
• Coaches team on content, engagement, and storytelling
• Aligns team with CS and Product feedback loops
• Tracks impact and program KPIs

Key Competencies:
Supervision, Development, Communication, Responsibility

Level 3: Senior Manager, Customer Marketing

Owns customer marketing strategy across product lines or segments.

• Leads team OKRs and customer lifecycle planning
• Aligns post-sale marketing with sales, CS, and brand
• Oversees major content and community initiatives
• Mentors ICs and supports team scaling

Key Competencies:
Scope & Complexity, Communication, Development, Responsibility

Level 4: Director, Customer Marketing

Owns the function across the company or region.

• Sets customer marketing vision and team structure
• Partners with Revenue and Marketing leadership
• Oversees high-visibility programs and outcomes
• Defines voice-of-customer strategy and systems

Key Competencies:
Responsibility, Communication, Development, Scope & Complexity

Level 5: Senior Director, Customer Marketing

Drives growth and loyalty through scaled customer strategy.

• Leads global programs and strategic campaigns
• Oversees customer segmentation, lifecycle, and advocacy operations
• Shapes executive storytelling and customer-led growth initiatives
• Advises cross-functional execs on experience and retention

Key Competencies:
Scope & Complexity, Communication, Expertise, Responsibility

Level 6: VP, Customer Marketing

Executive leader responsible for customer growth, experience, and advocacy.

• Defines strategic vision for customer lifecycle and marketing
• Partners with CS, Product, and Marketing to align post-sale journey
• Owns the role of customer in brand, revenue, and product roadmap
• Represents customer voice to the Board and executive team

Key Competencies:
Responsibility, Communication, Scope & Complexity, Autonomy & Prioritization

🎟 Event Marketing

Career Path Table

Individual Contributor (IC) Roles

Level 1: Event Marketing Coordinator

Entry-level role focused on executional support for marketing-led events.

• Assists with logistics for field events, conferences, and webinars
• Manages vendor communication and shipping timelines
• Prepares materials, giveaways, and booth setups
• Tracks RSVPs and helps coordinate lead capture

Level 2: Event Marketing Specialist

Owns elements of event planning and execution with growing autonomy.

• Coordinates logistics, operations, and vendor management
• Executes pre- and post-event campaigns (email, social, lead handoff)
• Works with Sales on invites, demos, and onsite engagement
• Begins contributing to event performance tracking and reporting

Level 3: Event Marketing Manager

Leads planning and execution of individual events with clear business impact.

• Owns end-to-end management of field events or tradeshow activations
• Aligns event strategy with sales and marketing pipeline goals
• Collaborates with content, brand, and digital teams on promotion
• Manages event budgets, timelines, and performance reporting

Level 4: Senior Event Marketing Manager

Owns event programs at scale (e.g., regions, campaigns, segments).

• Defines annual event plans for programs or regions
• Leads multi-event strategy and calendar planning
• Oversees vendors, agencies, and internal resources
• Measures ROI and pipeline impact from event programming

Level 5: Lead Event Marketing Manager

Senior IC shaping event strategy and integration across GTM teams.

• Develops strategy for high-profile event presence and sponsorships
• Shapes the company’s approach to in-person, virtual, and hybrid events
• Leads executive presence and keynotes at strategic events
• Partners with Demand Gen, Brand, and Product Marketing

Level 6: Principal Event Marketing Strategist

Terminal IC role with org-wide visibility and influence.

• Owns vision for global events strategy and experience
• Designs integrated event frameworks for campaigns and lifecycle
• Advises exec team on field strategy and flagship investments
• Defines playbooks and processes for scale

People Manager Roles

Level 2: Manager, Event Marketing

Manages a team executing on campaign and field events.

• Oversees planning and execution for owned or field-led events
• Coaches team on timelines, logistics, and follow-through
• Partners with regional sales to ensure field alignment
• Tracks team impact on MQLs, pipeline, and attendance

Level 3: Senior Manager, Event Marketing

Owns event team performance and alignment with GTM outcomes.

• Leads team strategy and calendar across regions or verticals
• Partners with Revenue, Product, and Brand on integrated experiences
• Owns performance dashboards and event ROI reporting
• Mentors junior managers and senior ICs

Level 4: Director, Event Marketing

Leads the function and scales systems and team structure.

• Owns global or company-wide event strategy
• Defines team goals, process, and roadmap
• Oversees team structure, hiring, and development
• Represents event marketing in leadership planning

Level 5: Senior Director, Event Marketing

Expands the impact of events across functions and channels.

• Oversees strategy for corporate events, roadshows, and customer conferences
• Leads global presence at major tradeshows and partner events
• Manages budget, agency relationships, and operational infrastructure
• Coaches other leaders and shapes cross-functional event strategy

Level 6: VP, Event Marketing

Executive leader responsible for company-wide events vision and strategy.

• Owns the role of events in brand, pipeline, and community engagement
• Partners with exec team to define flagship experiences and strategic investments
• Leads long-term planning and performance forecasting
• Represents event strategy in company planning and external channels

📝 Final Notes

These career paths are designed to bring clarity, structure, and consistency to role expectations within the marketing function. They support growth in both individual contributor and leadership tracks — providing a foundation for leveling, performance reviews, development planning, and hiring.

Each company is unique, so treat this framework as a starting point. Adjust titles, scopes, and competencies based on your team’s size, stage, structure, and strategic goals.

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