Elements and Performance Criteria
- Manage marketing performance
- Manage marketing effort to ensure it is directed towards areas of greatest potential for the organisation
- Manage integration of marketing, promotional and sales activities in accordance with strategic marketing objectives
- Monitor product, distribution, pricing and marketing communication policies according to market movements, marketing plan objectives and organisational requirements
- Use marketing metrics to monitor overall marketing progress against performance targets, ensuring activity, quality, cost, and time requirements are met
- Manage marketing personnel
- Communicate strategic marketing objectives across the organisation in ways suited to levels of knowledge, experience and specific needs of personnel
- Identify and agree roles, responsibilities and accountabilities of staff and contractors involved in all elements of marketing effort
- Develop communication strategy to ensure personnel responsible for each element in the marketing mix work together to meet organisation’s marketing objectives
- Provide mentoring, coaching and feedback to support individuals and teams to achieve agreed objectives and use resources to required standard
- Identify individual and team performance, and instigate corrective action promptly to safeguard marketing outcomes
- Evaluate and improve strategic marketing performance
- Analyse marketing outcomes, review strategic objectives and marketing metrics, and revise if required
- Analyse successes and performance gaps considering cause and effect, and use this to improve strategic performance
- Analyse overperformance against targets for trends and set new targets
- Analyse changes in market phenomena, and identify and document their impact on strategic marketing objectives
- Document review of marketing performance against key performance indicators in accordance with organisational requirements