Role profile library
Predefined role profile
Marketing and advertising managers
The behaviours this profile measures, drawn from the great{with}talent job library and occupational research. Download the full competency-based interview guide to assess them.
The full interview guideCompetency-based questions, follow-up probes and a 1–5 rating form for each behaviour — ready to print or run on screen.
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Behaviours assessed — 5 priority competencies
1
Understanding the Commercial Context
Stays informed of trends and changes in the wider market place in which they operate. Identifies commercial business opportunities and takes action to realise these. Considers the longer-term implications of decisions
Why this matters for Marketing and advertising managers: CIM Professional Marketing Competencies area 1 (Marketing strategy) defines the role of marketing in delivering organisational strategy through customer/market insight. Marketing exists to drive commercial outcomes. Reading market trends, identifying opportunities, and weighing commercial implications is the core of the senior marketing role.
2
Embracing Change and Ambiguity
Challenges the status quo, producing new ideas and approaches to improve performance. Open to new ways of doing things and modifies their approach to meet changing demands. Comfortable working without clear guidelines and rules, taking the initiative rather than waiting for direction
Why this matters for Marketing and advertising managers: CIM PMC treats continuous environmental change as a defining feature of the modern marketing role. Channels shift, audiences move, platforms evolve. Marketing leaders live in continuous change and must challenge existing approaches to stay effective.
3
Leading the Way for Others
Creates a clear and compelling vision of the future, devolving accountability for delivery to the right level whilst offering appropriate levels of support. Drives performance through regular, honest feedback and by building a climate of openness and trust
Why this matters for Marketing and advertising managers: CIM PMC area 6 (Leadership and skills) covers leading creative, digital, brand and analytics teams; honest feedback; ethical practice; and professional development. Climate matters enormously to creative output.
4
Building Positive Working Alliances
Proactively builds a wide network of internal and external stakeholders. Encourages cooperation between different groups, whilst being comfortable expressing disagreement and handling conflict. Ensures the needs of key stakeholders are met
Why this matters for Marketing and advertising managers: Marketing sits across the business — with sales, product, finance, agencies, and media partners. CIM PMC area 5 (Marketing operations) covers agency management and integrated working. Stakeholder management is half the job.
5
Making Sound Business Judgements
Makes sound decisions and commits to action based on the evaluation of complex information and consideration of alternative scenarios. Quickly cuts through the detail to identify the real issues, develops contingencies to deal with unexpected issues as they arise
Why this matters for Marketing and advertising managers: Budget allocation, campaign investment, agency selection, brand positioning — marketing leaders make significant calls on incomplete information routinely. Making Sound Business Judgements captures the cut-through-detail decision quality the role requires.