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Marketing Managers

SOC 11-2021.00Job Zone 4 · Considerable Preparationv.26.05

Context coveredThis framework covers marketing management practice from entry-level campaign support and data compilation through executive-level enterprise strategy, financial governance, and organizational capability development across B2B and B2C environments.

Sources:O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.SkillsCrosswalkSkillsCrosswalk — O*NET enrichment + adjacency index. Opens in new tab.
Emerging
Entry / Apprentice
  1. Marketing strategy components — identify and document under supervisor guidance using established frameworks tied to organizational objectives and market data.
  2. Product and service offering lists — compile and format accurately using internal product documentation and CRM databases.
  3. Market research reports — read, summarize, and extract relevant findings to support team-level planning activities.
  4. Presentation software and desktop publishing tools — use to prepare draft marketing materials and internal briefing decks under direction.
  5. Sales and marketing terminology — apply correctly in written and verbal communications within cross-functional team meetings.
  6. Customer satisfaction data — gather and organize from survey tools and databases to assist in pricing and product strategy discussions.
  7. Marketing activities calendar — track and monitor assigned tasks and deadlines using project management tools in a team environment.
  8. Product specifications such as design, color, and packaging — document stakeholder input from product development meetings for manager review.
  9. Basic financial data including budgets and expenditure reports — compile and reconcile under supervision to support marketing planning cycles.
  10. Graphics and photo imaging software — use to assist in producing visual assets aligned with brand standards under creative direction.
Developing
Mid-level / Established
  1. Marketing strategies — formulate draft recommendations based on market characteristics, cost factors, and company objectives with moderate oversight.
  2. Pricing strategies — develop and propose options that balance firm profitability goals and customer satisfaction using competitive benchmarking data.
  3. Marketing campaigns — coordinate execution across advertising and promotion teams, managing timelines and deliverables in a mid-sized organizational environment.
  4. Sales forecasting models — apply to evaluate product line profitability and identify emerging market trends with limited supervisory review.
  5. Return-on-investment projections — prepare for new product initiatives by analyzing historical expenditure data and financial performance reports.
  6. Marketing and sales staff performance — evaluate through structured reviews and provide day-to-day guidance to support individual development goals.
  7. Web page creation and data base query software — use routinely to update campaign content, pull audience segmentation data, and monitor digital performance metrics.
  8. Stakeholder communications — deliver persuasive oral and written presentations to internal teams and external partners advocating for marketing recommendations.
  9. Product development consultations — participate in cross-functional discussions to align packaging, design, and feature decisions with market positioning strategies.
  10. Market trend analyses — monitor and synthesize industry publications and competitive intelligence sources to inform quarterly planning decisions.
Proficient
Senior / Expert IC
  1. Comprehensive marketing strategy — develop and evaluate autonomously by integrating organizational objectives, market characteristics, and financial viability across product portfolios.
  2. Multi-channel marketing activities and policies — direct and coordinate across advertising, digital, and promotional channels to drive measurable revenue and brand outcomes.
  3. Full product development financial analysis — conduct independently, encompassing R&D appropriations, budget variance, and profit-loss projections for executive decision-making.
  4. Dynamic pricing strategies — design and refine across complex market segments, balancing competitive pressures, cost structures, and long-term customer retention objectives.
  5. Strategic sales forecasting — lead business development analysis and market trend monitoring to ensure sustained profitability across product lines and service categories.
  6. Marketing and sales team — hire, train, and conduct performance evaluations for a full departmental team, overseeing daily operations and capability development.
  7. Non-routine competitive and consumer insight challenges — resolve through advanced critical thinking, synthesizing quantitative data and qualitative market signals into actionable strategy.
  8. Cross-functional product specification alignment — lead consultations with product development teams to ensure market-driven design, color, and packaging decisions are embedded in development cycles.
  9. Video creation, data visualization, and presentation platforms — leverage proficiently to produce high-impact executive communications and market-facing campaign assets.
  10. Complex negotiations with agency partners and media vendors — conduct autonomously, securing favorable terms while maintaining strategic brand and budget objectives.
Advanced
Lead / Principal / Executive
  1. Enterprise-wide marketing strategy — set long-term direction by synthesizing organizational vision, macroeconomic trends, and competitive intelligence to position the firm for sustained market leadership.
  2. Marketing investment portfolio — govern across business units by establishing ROI thresholds, reallocating budgets, and holding senior leaders accountable for financial performance outcomes.
  3. Organizational marketing capability — build by designing talent pipelines, mentoring senior managers, and establishing career development frameworks for the full marketing function.
  4. Pricing architecture and revenue strategy — establish at the organizational level by integrating economic modeling, customer lifetime value analysis, and cross-functional margin objectives.
  5. Marketing systems and operational models — evaluate and redesign to improve efficiency and scalability, applying systems analysis principles across technology, process, and people dimensions.
  6. Executive-level stakeholder influence — exercise through compelling, evidence-based communications that align boards, C-suite leaders, and external partners around strategic marketing priorities.
  7. Adaptive marketing leadership — model and institutionalize by cultivating a culture of innovation, experimentation, and continuous learning across diverse and dynamic market conditions.
  8. Cross-enterprise product and commercial strategy — lead by coordinating marketing, product, sales, and finance executives to ensure coherent go-to-market execution at scale.
  9. Industry and regulatory landscape — monitor and interpret at the systems level to proactively reposition organizational marketing strategy ahead of market disruptions or policy shifts.
  10. Marketing technology ecosystem — champion adoption and governance of emerging platforms, data management systems, and AI-driven tools to sustain competitive analytical and creative advantage.

AI-at-Work Competency Framework

Sources:Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab.Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab.WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab.
Subscriber feature

Authoritative source data identified for 998 occupations

How a worker at each mastery level uses, directs, and evaluates AI tools in this occupation. Each statement cites its evidence inline; click a citation chip to verify the source.

Emerging
  1. AI-assisted market research synthesis — uses an LLM to summarize competitor briefs and industry reports, reviewing outputs for factual accuracy before incorporating findings into strategy decks Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
  2. Basic content drafting delegation — prompts an AI tool to generate first-draft product descriptions and promotional copy, then edits for brand voice and accuracy Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab. WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
Developing
  1. Campaign brief acceleration — directs an AI assistant to structure marketing briefs from raw notes, reducing time-to-draft while retaining authorship over strategic objectives and messaging hierarchy Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
  2. Pricing and budget scenario modeling — feeds cost and revenue assumptions into an AI tool to generate multiple ROI and profit-loss projection scenarios, then applies critical judgment to validate assumptions against firm objectives Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab..
  3. Audience segmentation drafting — instructs an AI tool to cluster customer data descriptions into preliminary segments, then applies social perceptiveness and market knowledge to refine segment definitions WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab. Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab..
Proficient
  1. Full-funnel strategy co-development — orchestrates an AI assistant across sequential prompts to draft, critique, and revise integrated marketing strategies, exercising final authority on market positioning and stakeholder alignment Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab. Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab..
  2. Cross-channel policy coordination — uses AI to rapidly synthesize input from advertising and promotion managers into consolidated activity plans, then negotiates final direction through active listening and human stakeholder engagement Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab. WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
  3. Performance analysis delegation — hands off structured campaign metrics and expenditure data to an AI tool for pattern identification and narrative summary, then evaluates the output against financial objectives and strategic context Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
  4. Product offering documentation at scale — directs an AI tool to compile and format comprehensive product or service listing content across large catalogs, applying critical review to ensure accuracy and competitive positioning.
Advanced
  1. Strategic AI workflow architecture — designs multi-step AI-assisted pipelines that move marketing intelligence from raw data ingestion through competitive analysis to boardroom-ready strategy documents, retaining human judgment at every decision gate where the Q2 augmentation profile requires contextual interpretation Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab. WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
  2. AI autonomy governance — sets explicit escalation rules defining which marketing decisions — pricing strategy, brand positioning, go-to-market timing — require human sign-off rather than AI-generated recommendation, calibrating tool autonomy to organizational risk tolerance Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab. Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab..
  3. Vendor and tool evaluation leadership — assesses emerging AI marketing platforms against SAFI-informed automation feasibility criteria, selecting tools that amplify human-technology interaction rather than displace the strategic and social judgment central to the role Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab. WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
  4. Cross-functional AI capability uplift — coaches advertising managers, product teams, and agency partners on effective AI prompt construction and output validation, translating 95% collaborative usage patterns into organization-wide productivity gains Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
Evidence pack
AEI usage
Task observations: 1423
Augment share: 95%
Time saved: 78.6%
AI autonomy: 3.45
SAFI positioning
Top skill: Reading Comprehension
Score: 45.5 / 100
Quadrant: Q2_ai_augmented
precision: exact
WEF cluster
Human-Technology Interaction
human_technology_interaction
Sources:Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab.WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab.Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab.

Pathsmith Durable Skills Framework

Sources:Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Subscriber feature

Ten durable-skill domains mapped to four proficiency/role levels for each occupation. Each statement is aligned to the Pathsmith taxonomy, derived from trusted grounding data and mapped to occupation-specific O*NET tasks and skills.

1Communication16 statements
Emerging
  1. Brand message articulation — drafts initial marketing copy and product descriptions using established brand voice guidelines for internal review Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Stakeholder briefing — presents basic campaign updates to team members using prepared slides and talking points in routine meetings Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Market research summary — synthesizes vendor or agency reports into readable summaries for manager review using standard templates O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  4. Cross-functional listening — captures notes and action items during product development consultations with packaging or design personnel Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Campaign narrative development — constructs cohesive messaging frameworks across digital and print channels to align product positioning with target audience expectations Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Executive audience adaptation — tailors marketing performance presentations to senior leadership by adjusting technical depth and emphasizing ROI metrics Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Agency communication — conveys campaign briefs and feedback to external advertising or promotion partners with sufficient clarity to minimize revision cycles O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  4. Sales team alignment — communicates pricing strategy rationale and promotional goals to sales staff through structured briefings that connect tactics to firm objectives Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Integrated marketing storytelling — develops and delivers compelling brand narratives across channels that consistently reflect establishment objectives and differentiated positioning Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Budget justification communication — presents financial aspects of marketing plans including expenditures and profit-loss projections to executive stakeholders with persuasive clarity Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Crisis and issue messaging — drafts and coordinates rapid-response communications when product or brand issues arise, maintaining consistent voice across internal and external audiences Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  4. Cross-departmental coordination — leads marketing communication workflows with product development, sales, and operations teams, ensuring specifications and timelines are understood and actioned O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Organizational voice authority — establishes and governs enterprise-wide brand communication standards, ensuring all marketing output reflects strategic positioning with precision Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. C-suite advisory communication — synthesizes market intelligence, competitive analysis, and campaign performance into board-level strategic narratives that drive resource allocation decisions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Industry thought leadership — represents the organization through keynotes, publications, or media appearances, translating internal marketing strategy into externally credible expertise Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  4. Communication system design — architects scalable communication protocols for marketing departments, including briefing templates, escalation paths, and cross-functional reporting cadences Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
2Leadership13 statements
Emerging
  1. Team task coordination — manages daily task assignments for junior marketing or sales staff under manager guidance, tracking progress against campaign deadlines Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Initiative ownership — takes responsibility for a discrete marketing deliverable such as a promotional calendar or product listing compilation without requiring close supervision Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Staff performance guidance — conducts structured performance check-ins with marketing staff, providing actionable feedback aligned to campaign objectives and individual development goals Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Campaign ownership — directs the end-to-end execution of a marketing campaign, coordinating agency partners, internal teams, and budget allocations toward defined outcomes Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Hiring process participation — contributes to recruitment and selection of marketing staff by defining role requirements and evaluating candidate fit against team needs O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Department performance management — oversees hiring, training, and performance evaluations for marketing and sales staff, aligning individual objectives to departmental strategy Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Strategic direction setting — formulates and communicates marketing strategy that translates establishment objectives into prioritized initiatives with measurable outcomes Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Agency and vendor leadership — directs external advertising and promotion partners with clear accountability structures, milestone reviews, and performance standards O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  4. Budget stewardship — leads financial planning for marketing expenditures, including R&D appropriations and ROI projections, and holds team accountable to fiscal targets Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Marketing organization design — restructures marketing department capabilities, roles, and processes to match evolving market conditions and long-range business strategy Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Cross-functional executive leadership — leads enterprise-wide initiatives that span marketing, product, sales, and operations, influencing outcomes beyond formal authority Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Talent pipeline development — designs mentorship and career development frameworks that build the next generation of marketing leadership within the organization Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  4. Organizational culture shaping — models and instills a high-performance, customer-centric culture across the marketing function through visible behaviors and deliberate practices Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
3Metacognition11 statements
Emerging
  1. Learning gap identification — recognizes areas of limited knowledge in marketing analytics or channel strategy and seeks resources or mentorship to address specific gaps Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Campaign reflection — reviews personal contributions to completed campaigns to identify what was effective and what would be approached differently in future executions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Strategic thinking monitoring — evaluates own reasoning process when developing pricing strategies or market positioning to identify assumptions that may introduce bias Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Skill development planning — creates a structured personal learning plan to deepen competency in emerging marketing technologies, media channels, or analytical methods Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Decision audit practice — reviews past marketing strategy decisions against actual market outcomes to extract transferable lessons and adjust future planning approaches Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Market analysis self-regulation — monitors own interpretation of market trend data in real time, recognizing when conclusions are outpacing evidence and adjusting analytical rigor accordingly Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Strategic assumption testing — explicitly identifies and documents the assumptions embedded in marketing strategies before execution, creating checkpoints to validate or revise them Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Cognitive bias mitigation — applies deliberate practices to counteract confirmation bias when evaluating campaign performance data or competitive intelligence Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Metacognitive modeling — coaches marketing team members to develop self-monitoring habits in their strategic thinking, embedding reflection practices into team workflow rituals Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Organizational learning architecture — designs post-campaign review processes that institutionalize metacognitive reflection across the marketing department, accelerating collective knowledge growth Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Adaptive strategy cognition — demonstrates real-time awareness of own mental models during rapidly shifting market conditions and restructures strategic frameworks with deliberate intentionality Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
4Critical Thinking12 statements
Emerging
  1. Market data interpretation — reads and interprets vendor research reports and industry data to identify basic trends relevant to product or service positioning Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Campaign assumption questioning — identifies surface-level assumptions in proposed promotional tactics and raises clarifying questions before supporting execution Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Competitive landscape analysis — evaluates competitor positioning, pricing, and channel strategy using structured frameworks to identify market opportunities and threats Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. ROI evidence evaluation — assesses financial return projections for proposed marketing programs by examining underlying assumptions, data sources, and calculation methodology Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Pricing strategy reasoning — applies logical analysis of cost structures, customer willingness-to-pay data, and competitive benchmarks to recommend defensible pricing decisions O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Marketing strategy evaluation — analyzes multiple strategic options against establishment objectives, market characteristics, and cost-markup factors to select the most defensible course of action Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Sales forecast validation — critically examines sales forecasting models for methodological weaknesses, data gaps, and scenario risks before incorporating projections into strategic plans Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Campaign performance diagnosis — distinguishes between causal factors and coincidental correlations when evaluating campaign results, applying sound evidential standards to optimization decisions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  4. Budget allocation reasoning — applies structured cost-benefit analysis to competing marketing investment priorities, surfacing opportunity costs and trade-offs for leadership decision-making Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Enterprise strategy stress-testing — systematically challenges the logical foundations of long-range marketing strategy, identifying conditions under which core assumptions break down Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Critical thinking culture building — instills rigorous analytical standards across the marketing team by modeling evidence-based reasoning and creating norms that reward intellectual challenge Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Market disruption reasoning — applies independent, first-principles thinking to evaluate whether emerging market forces invalidate existing strategic frameworks before conventional indicators signal risk Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
5Collaboration12 statements
Emerging
  1. Cross-team project participation — contributes reliably to joint marketing and sales planning sessions, completing assigned tasks on time and communicating blockers proactively Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Agency onboarding collaboration — shares background materials and brand context with external advertising partners to enable effective campaign development O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Product-marketing alignment — collaborates with product development personnel on specifications such as design, color, and packaging to ensure marketing relevance and launch readiness Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Sales and marketing coordination — partners with sales managers to align promotional campaigns with pipeline priorities and seasonal demand patterns O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Diverse perspective integration — incorporates input from customer service, finance, and operations stakeholders when developing marketing strategies that affect multiple business functions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Integrated campaign collaboration — orchestrates simultaneous contributions from internal teams and external agencies across creative, media, digital, and events workstreams toward unified campaign execution Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Cross-functional conflict navigation — mediates competing priorities between marketing, product, and sales functions to maintain shared momentum on go-to-market timelines Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Customer insight collaboration — partners with customer service and market research teams to embed voice-of-customer data into campaign strategy and messaging development Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  4. Agency performance partnership — co-develops success metrics with advertising and promotion agency partners, maintaining collaborative accountability without abdicating strategic ownership O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Enterprise collaboration leadership — designs governance structures that enable sustained, high-functioning collaboration between marketing and adjacent business units at scale Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. External ecosystem orchestration — builds and manages collaborative networks of agencies, media partners, influencers, and technology vendors toward integrated strategic outcomes Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Collaborative culture development — establishes team norms, shared rituals, and psychological safety practices that elevate the quality of collaboration across the entire marketing organization Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
6Character12 statements
Emerging
  1. Budget transparency — accurately reports marketing expenditure tracking to managers without minimizing variances or shifting accountability inappropriately Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Ethical content standards — declines to produce or approve marketing materials that misrepresent product capabilities or make unsupported claims Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Vendor relationship integrity — maintains honest and consistent communication with advertising and promotion partners, honoring commitments and addressing conflicts directly Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Performance accountability — accepts responsibility for campaign underperformance, presents accurate data to leadership, and proposes corrective actions without deflecting blame Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Confidentiality stewardship — protects proprietary pricing strategies, product launch plans, and competitive intelligence with appropriate discretion Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Ethical marketing leadership — establishes and enforces standards for truthful advertising, fair pricing communication, and responsible data use across all campaign outputs Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Resource stewardship — manages marketing budgets and R&D appropriations with fiscal discipline, treating organizational resources as a fiduciary responsibility Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Stakeholder trust maintenance — builds long-term credibility with executive leadership, agency partners, and cross-functional peers through consistent alignment of words and actions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  4. Inclusive professional conduct — models respectful, equitable behavior in hiring, performance evaluation, and team management, holding the same standards for all team members Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Organizational ethics leadership — shapes marketing department values and codes of conduct, creating accountability mechanisms that reinforce ethical behavior at all levels Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Reputational risk governance — anticipates and prevents marketing activities that would create legal, ethical, or reputational exposure for the organization, even when competitive pressure encourages shortcuts Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Industry ethical advocacy — contributes to professional standards bodies or public discourse on responsible marketing practice, elevating ethical norms beyond the organization Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
7Creativity11 statements
Emerging
  1. Campaign concept contribution — generates initial creative ideas for promotional themes or product positioning in brainstorming sessions, building on team direction with original variations Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Content format experimentation — proposes alternative formats or channels for marketing deliverables when conventional approaches show diminishing returns Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Differentiated positioning development — creates distinctive market positioning concepts that separate the product or service from competitors through original strategic framing Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Pricing model innovation — explores unconventional pricing structures such as bundling, tiered access, or value-based pricing that simultaneously advance firm objectives and customer satisfaction Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Cross-channel creative synthesis — connects creative concepts across digital, print, experiential, and media channels into coherent campaigns with original through-lines O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Go-to-market strategy invention — designs original go-to-market approaches that combine channel selection, audience targeting, messaging architecture, and timing in ways that create competitive advantage Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Creative brief development — authors briefs that provide agency partners with strategic constraints rich enough to inspire distinctive creative work rather than generic execution Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Customer experience reimagination — envisions novel touchpoints and engagement mechanisms that reshape how target customers discover, evaluate, and adopt the product or service Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Market category creation — develops and executes marketing strategies that define new product categories rather than competing within existing ones, reshaping customer mental models Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Innovation culture leadership — builds creative norms and experimentation frameworks within the marketing team that systematically produce original approaches rather than relying on individual inspiration Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Creative risk championing — advocates for unconventional marketing investments at the executive level with evidence-based creative rationale, expanding organizational appetite for experimentation Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
8Growth Mindset11 statements
Emerging
  1. Marketing feedback reception — receives critical feedback on campaign proposals or copy from managers and incorporates revisions without defensiveness Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. New channel exploration — engages with unfamiliar marketing platforms or media formats by investing time in structured learning before forming evaluative judgments Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Campaign failure learning — extracts specific, actionable lessons from underperforming campaigns and applies those insights to the design of subsequent marketing initiatives Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Analytics skill development — pursues growing competence in marketing data tools and measurement methodologies, treating skill gaps as development opportunities rather than limitations Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Market shift adaptation — responds to unexpected shifts in consumer behavior or competitive dynamics by treating disruption as information that improves strategic understanding Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Iterative strategy improvement — systematically incorporates A/B testing results, sales forecasting revisions, and market feedback into continuous refinement of marketing strategy Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Stretch goal pursuit — sets ambitious performance targets for marketing programs that require skill development and creative problem-solving beyond current capability levels Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Cross-industry learning — imports marketing frameworks and case studies from adjacent or unrelated industries to enrich strategic options and challenge category-specific assumptions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Team learning culture activation — designs team practices including retrospectives, skill-sharing sessions, and deliberate challenge assignments that embed growth mindset across the marketing department Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Organizational resilience modeling — visibly demonstrates persistence and adaptive learning during sustained market downturns or strategic setbacks, providing psychological anchoring for the team Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Growth mindset system design — creates hiring criteria, performance evaluation rubrics, and development programs that select for and reinforce growth orientation across the marketing organization Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
9Mindfulness11 statements
Emerging
  1. Meeting presence — maintains focused attention during cross-functional briefings and client presentations, minimizing reactive responses that undermine productive discussion Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Deadline stress awareness — recognizes personal stress signals during high-volume campaign periods and applies basic self-regulation techniques to sustain decision quality Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Stakeholder emotion attunement — reads the emotional register of executive presentations or agency negotiations and adjusts communication approach in real time to maintain productive dynamics Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Campaign decision pacing — resists reactive decision-making under competitive pressure by creating deliberate pause points before committing to major strategic pivots Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Intentional prioritization — applies mindful attention to workload management across simultaneous campaigns, allocating cognitive resources to highest-leverage decisions rather than urgent but low-impact tasks Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. High-stakes presentation composure — maintains regulated, present-focused attention during board-level marketing strategy presentations and high-pressure budget reviews, delivering with clarity under scrutiny Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Reactive bias interruption — identifies moments when fatigue, competitive anxiety, or pressure is distorting marketing judgment and pauses to reset analytical perspective before proceeding Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Team emotional climate awareness — monitors the emotional state of the marketing team during high-pressure launch cycles and makes deliberate leadership adjustments to sustain team effectiveness Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Organizational mindfulness culture — integrates intentionality practices into marketing team rhythms, including structured decision pauses, attention management norms, and burnout prevention protocols Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Crisis equanimity — maintains regulated, clear-headed strategic leadership during brand crises or major market disruptions, preventing panic-driven decisions that compound organizational exposure Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Mindful strategic patience — sustains long-range focus on market development strategies during periods of short-term performance pressure, modeling the discipline required for sustainable brand building Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
10Fortitude11 statements
Emerging
  1. Campaign setback persistence — continues productive contribution to marketing projects after early-stage failures or rejected proposals, treating obstacles as normal parts of the creative process Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Ambiguity tolerance — operates effectively on marketing assignments where customer data is incomplete or market direction is unclear, making reasonable progress without requiring certainty Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Budget constraint navigation — maintains strategic creativity and team motivation when marketing resources are reduced, finding viable paths to campaign objectives within tightened fiscal constraints Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Competitive pressure resilience — sustains disciplined execution of long-range marketing strategy when short-term competitive actions create pressure to abandon differentiated positioning Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Difficult stakeholder persistence — continues advocating for evidence-based marketing strategy when facing pushback from skeptical executives or resistant cross-functional partners Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Market downturn leadership — maintains team stability and strategic direction during extended periods of market contraction, poor sales performance, or organizational uncertainty Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Strategic courage — champions marketing investments with long payback horizons when organizational pressure favors short-term tactical spending, accepting accountability for the long-range bet Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. High-volume execution endurance — sustains consistent decision quality and team leadership across simultaneous multi-channel campaign cycles without compromising strategic oversight Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Organizational resilience architecture — builds marketing department structures, talent redundancies, and contingency planning capabilities that sustain performance through sustained external adversity Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Transformational change courage — drives fundamental repositioning of marketing strategy or brand identity in the face of institutional resistance, accepting personal risk in service of organizational necessity Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Adversity narrative leadership — transforms periods of organizational difficulty into credible growth stories for the team and the market, sustaining stakeholder confidence through demonstrated fortitude Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Sources:Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
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Source anchors that ground each statement

Related titles
Account Supervisor · Brand Manager · Business Developer · Business Development Director · Business Development Manager · Category Manager · Channel Manager · Commercial Director · Commercial Lines Manager · Digital Marketing Manager · Digital Product Manager · Fashion Coordinator
RAPIDS apprenticeships
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O*NET skills
Reading ComprehensionSpeakingCritical ThinkingActive LearningSocial PerceptivenessActive ListeningMonitoringPersuasionJudgment and Decision MakingComplex Problem SolvingNegotiationSystems EvaluationTime ManagementCoordinationOperations AnalysisManagement of Personnel ResourcesSystems AnalysisWritingService OrientationLearning StrategiesInstructing
Knowledge domains
Sales and MarketingEnglish LanguageAdministration and ManagementCustomer and Personal ServiceCommunications and MediaComputers and ElectronicsMathematicsDesignEconomics and AccountingEducation and TrainingAdministrative
Abilities
Oral ExpressionOral ComprehensionWritten ComprehensionDeductive ReasoningWritten ExpressionInductive ReasoningSpeech ClarityFluency of IdeasProblem SensitivityOriginality
Work styles
InnovationLeadership OrientationAchievement OrientationAdaptabilitySelf-ConfidenceSocial Orientation
Technology
Document management softwareDevelopment environment softwareVideo creation and editing softwareGraphics or photo imaging softwareWeb page creation and editing softwareDesktop publishing softwareData base user interface and query softwareData base management system softwarePresentation softwareOperating system software
Tasks · seed anchors for statements
  1. Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors.
  2. Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers.
  3. Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections.
  4. Develop pricing strategies, balancing firm objectives and customer satisfaction.
  5. Compile lists describing product or service offerings.
  6. Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities.
  7. Consult with product development personnel on product specifications, such as design, color, or packaging.
  8. Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends.
CIP education codes
19.020319.090551.201152.140152.140252.140352.140452.149952.1910

Sources: O*NET v30.2 (CC BY 4.0), SkillsCrosswalk.com, LER.me, Anthropic Economic Index, SAFI (Jadhav & Danve, 2026), WEF Skills Taxonomy 2021, Pathsmith Durable Skills Framework. © 2026 EBSCOed.