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CMO (Chief Marketing Officer)
ExecutiveCompetency profile for a CMO who sets marketing strategy, owns brand and demand generation, leads the marketing organisation and drives revenue growth.
12SFIA skills
L5.8Avg target
L7Highest required
Strategy and architectureMain category
SFIA 9 Responsibility Levels — what each level means
L1 — FollowL2 — AssistL3 — ApplyL4 — EnableL5 — Ensure / AdviseL6 — Initiate / SetL7 — Set Strategy
Most skills in this template are L5–L7. L3 means you work independently on tasks. L4 means you own decisions and guide others.
Not sure which level to pick? During self-assessment, each level shows its definition and a suggested STAR evidence prompt.
Required Competencies
12 SFIA Skills for this Role
On smaller screens, this table scrolls horizontally so you can still read full level guidance.
| Code | Skill | Category | Target Level | What you need to demonstrate |
|---|---|---|---|---|
| RLMT | Stakeholder relationship management Systematically analysing, managing and influencing stakeholder relationships to achieve mutually beneficial outcomes through structured engagement. | Relationships and engagement | L7 — Set Strategy | Set strategy at the highest level and lead organisational transformation. |
| MKTG | Marketing management Developing, implementing and managing marketing strategies and plans to achieve organisational objectives and drive business growth. | Relationships and engagement | L7 — Set Strategy | Set strategy at the highest level and lead organisational transformation. |
| ITSP | Strategic planning Creating and maintaining organisational-level strategies to align overall business plans, actions and resources with high-level business objectives. | Strategy and architecture | L6 — Initiate / Set | Initiate new approaches, set standards and drive enterprise-wide change. |
| INOV | Innovation management Identifying, prioritising, incubating and exploiting opportunities provided by information, communication and digital technologies. | Strategy and architecture | L6 — Initiate / Set | Initiate new approaches, set standards and drive enterprise-wide change. |
| MEAS | Measurement Developing and operating a measurement capability to support agreed organisational information needs. | Strategy and architecture | L6 — Initiate / Set | Initiate new approaches, set standards and drive enterprise-wide change. |
| CNSL | Consultancy Providing advice and recommendations, based on expertise and experience, to address client needs. | Strategy and architecture | L6 — Initiate / Set | Initiate new approaches, set standards and drive enterprise-wide change. |
| CEXP | Customer experience Ensuring the delivery of high-quality interactions and experiences that meet customer expectations across all touchpoints and channels. | Development and implementation | L6 — Initiate / Set | Initiate new approaches, set standards and drive enterprise-wide change. |
| GOVN | Governance Defining and operating frameworks for decision-making, risk management, stakeholder relationships and compliance with organisational and regulatory obligations. | Strategy and architecture | L5 — Ensure / Advise | Ensure overall quality, advise on strategy and influence organisational direction. |
| BUSA | Business situation analysis Investigating business situations to define recommendations for improvement action. | Change and transformation | L5 — Ensure / Advise | Ensure overall quality, advise on strategy and influence organisational direction. |
| OCDV | Organisational capability development Providing leadership, advice and implementation support to assess organisational capabilities and to identify, prioritise and implement improvements. | Change and transformation | L5 — Ensure / Advise | Ensure overall quality, advise on strategy and influence organisational direction. |
| DAAN | Data analytics Enabling data-driven decision making by extracting, analysing and communicating insights from structured and unstructured data. | Development and implementation | L5 — Ensure / Advise | Ensure overall quality, advise on strategy and influence organisational direction. |
| WFPL | Workforce planning Strategically projecting the demand for people and skills and proactively planning the workforce supply to meet organisational needs. | People and skills | L5 — Ensure / Advise | Ensure overall quality, advise on strategy and influence organisational direction. |
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Ready to build your CMO (Chief Marketing Officer) profile?
Review the 12 required skills above, then start your self-assessment. You can save a draft and return anytime.
① Rate each skill L1–L7② Write evidence (~15 min)③ Save draft and continue later