Marketing Generalist / Management — M2

MARKET1.MARKETIN58FE.M2

M2M2 — Manager IIhigh0.80approvedglobalv1

The Marketing Generalist / Management focus leads the people, budgets, and operational execution of the marketing function — campaign delivery, channel management, performance reporting, and team supervision. Distinct from specialist individual-contributor focuses (e.g., content, social, performance/paid media, brand design), this focus is accountable for managing marketers, owning marketing budgets, and translating business goals into coordinated campaign execution across teams. At the highest envelope level (M5) the role sets function-wide direction and org design, but executive-tier accountability (CEO reporting, board engagement, hiring and leading directors, full CMO ownership of brand/demand/revenue) sits above this band in the Executive (VP+) track.

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Level

M2 · M2 — Manager II · 5–8 yrs

Function · Focus

Marketing Strategy & Management · Marketing Generalist / Management

Market pay (median)

$110k ($87k–$141k)

Pay basis

function-anchored · wide bars

Focus — Marketing Generalist / Management

General focus — no material pay or skill differential vs the function baseline.

Responsibilities by level

What this person actually does at each level on the management track — escalating scope, not one generic blob. Your level is highlighted.

Supervises a unit of marketing coordinators and specialists executing day-to-day campaign activities — scheduling posts, publishing email newsletters and digital ads, and managing responses on time.
Allocates daily workflows across the team and ensures campaign deadlines for social media, content, and email are met within established processes.
Oversees small campaign budgets and tracks performance against plan, escalating variances to the marketing manager.
Coordinates with vendors and creative resources to keep campaign assets moving through production and publication.
Compiles routine performance reporting (engagement, publishing cadence, basic channel metrics) in Google Analytics and surfaces issues to leadership.

M2this profile

Leads a skilled team of social media specialists, campaign coordinators, and performance marketers, owning tactical execution outcomes across multiple channels.
Manages campaign-level budgets and resource allocation, making judgment calls within known parameters on media spend and vendor selection.
Analyzes performance data across channels and adjusts in-flight tactics (targeting, scheduling, creative rotation) to hit campaign KPIs.
Coordinates cross-functionally with sales, product, and creative teams to align campaign goals and asset requirements.
Mentors junior coordinators on channel execution, reporting standards, and workflow discipline.

Manages the operations and budget of a marketing department or channel team, responsible for delivery across content, social, email, and paid programs.
Evaluates performance trends across diverse campaign and channel issues to reallocate spend and redirect tactical strategy.
Sets quarterly channel plans and forecasts spend requirements, owning approval of mid-sized media buys and agency engagements.
Leads functional and cross-functional teams, partnering with sales and product on integrated demand programs.
Builds and develops the team — hiring specialists, setting performance objectives, and managing CAC and channel-efficiency metrics.

Manages multiple marketing sections or critical functions (e.g., demand generation, brand, and lifecycle), aligning their strategies with business objectives.
Sets annual budget allocations across teams and approves major media buys, technology investments, and agency contracts.
Develops marketing strategies that protect against risks to business activities — pipeline shortfalls, brand exposure, and channel underperformance.
Engages senior leaders on functional marketing strategy and demonstrates measurable impact through CAC, LTV, and marketing-attributed pipeline growth.
Oversees multiple managers, standardizing reporting and operating cadence across sections and developing managers' capability.

Directs the marketing department through subordinate managers, owning overall marketing budget and financial governance with division-wide impact.
Defines marketing methods, operating models, and org design across brand, demand, and revenue-contribution mandates for the function.
Makes high-impact financial decisions on large-scale brand initiatives, technology platforms, and major agency relationships.
Influences executives and major customers on key marketing issues and reports marketing-attributed pipeline and ROI to senior leadership.
Sets the strategic direction for the function and accountability for ROI of marketing initiatives, defining how performance is measured division-wide; partners with VP/CMO-level executive ownership above this band.

Level guidelines

The universal leveling rubric applied to this function — how scope, complexity, collaboration, and experience step up across levels.

Level	Knowledge & Application	Complexity & Problem Solving	Collaboration & Interaction	Typical Degree & Years
M1	Functional expert in marketing execution (social, email, content publishing) applying established practices to oversee a unit's daily operations.	Limited scope; solves routine campaign-delivery and scheduling problems using established processes and standard reporting.	Daily interaction with team staff and peers; coordinates with vendors and creative resources.	Functional expert with some leadership exposure, typically progressing from a Coordinator/Specialist role (~3+ years).
M2	Applies channel and campaign expertise to lead a skilled team, making judgments within known factors on tactics and spend.	Solves campaign performance issues within known parameters; adjusts tactics based on data within defined campaigns.	Cross-functional cooperation with sales, product, and creative teams; owns tactical outcomes for the team.	2–5 years in team leadership or specialist roles with growing tactical ownership.
M3	Applies broad marketing knowledge across channels to run department operations and budgets, evaluating diverse issues and trends.	Addresses diverse channel and campaign issues; evaluates performance trends to reallocate resources and redirect tactics.	Leads functional or customer-facing teams; partners cross-functionally on integrated demand programs.	5–7+ years managing marketing professionals and budgets.
M4	Applies strategic marketing knowledge to align multiple teams' plans with business objectives and protect business activities.	Develops strategic policies and resolves complex multi-section issues that could jeopardize pipeline, brand, or revenue.	Engages senior leaders on functional marketing strategy; coordinates across multiple managers and functions.	8–10+ years with complex team/organizational marketing leadership.
M5	Applies division-wide strategic and financial knowledge to define marketing methods, org design, and governance for the function.	Resolves complex org-wide marketing issues; defines methods and operating models with business-wide implications.	Influences executives and major customers on key issues; directs through department managers and reports to executive (VP/CMO) ownership.	10–12+ years, second-level management, with strategy and budget-governance experience.

Skills

Focus-specific skills the role applies — the relevance layer beyond the occupational base.

Channel Expertise: Knowledge of SEO, paid social, email, and conversion rate optimization (CRO) used to direct and evaluate channel execution.
Data Literacy: Ability to interpret and act on marketing performance data to adjust strategy and demonstrate impact.
Project Management: Planning, coordinating, and tracking marketing initiatives across teams and deadlines.
Stakeholder Communication: Communicating with and aligning cross-functional stakeholders across sales, product, and creative teams.
Financial Sense: Understanding of budgets and the financial impact of marketing, scaling from campaign budgets to full departmental financial governance.
Economics and Accounting: Financial markets, banking, and the analysis and reporting of financial data applied to budget forecasting and spend governance.
Critical Thinking: Using logic and reasoning to identify strengths and weaknesses of alternative marketing solutions and tactical trade-offs.
Persuasive Writing: Crafting compelling copy and messaging across campaigns and channels.
Design: Techniques, tools, and principles for precision creative and technical marketing assets.
Tableau: Uses this tool/technology effectively during the delivery of day-to-day tasks.
Google Analytics: Uses this tool/technology effectively during the delivery of day-to-day tasks.
HubSpot: Uses this tool/technology effectively during the delivery of day-to-day tasks.
Adobe Marketo Engage: Uses this tool/technology effectively during the delivery of day-to-day tasks.
Klaviyo: Uses this tool/technology effectively during the delivery of day-to-day tasks.
Braze: Uses this tool/technology effectively during the delivery of day-to-day tasks.
Salesforce: Uses this tool/technology effectively during the delivery of day-to-day tasks.
Mailchimp: Uses this tool/technology effectively during the delivery of day-to-day tasks.
Salesforce Marketing Cloud: Uses this tool/technology effectively during the delivery of day-to-day tasks.
Google Looker Analytics: Uses this tool/technology effectively during the delivery of day-to-day tasks.
Asana: Uses this tool/technology effectively during the delivery of day-to-day tasks.
Figma: Uses this tool/technology effectively during the delivery of day-to-day tasks.
Canva: Uses this tool/technology effectively during the delivery of day-to-day tasks.
Adobe Creative Cloud: Uses this tool/technology effectively during the delivery of day-to-day tasks.
IBM SPSS Statistics: Uses this tool/technology effectively during the delivery of day-to-day tasks.
SAS: Uses this tool/technology effectively during the delivery of day-to-day tasks.
Slack: Uses this tool/technology effectively during the delivery of day-to-day tasks.

Provenance

The evidence base behind this profile — every layer is sourced; quality is scored by an adversarial review panel (1–5; passes at ≥4 on the minimum dimension).

Level differentiation4.5Focus specificity4.0Concreteness4.0Factual accuracy4.0Real-world coverage4.0

8 sources

Level — M2 — Manager II

Manages an established team or sub-function; owns planning and performance for the group.

Scope: An established team or sub-function
Autonomy: Owns planning for the group
Complexity: Cross-project coordination and priorities
Impact: Group delivery and development
Decision rights: Owns staffing, priorities, performance for the group
Leadership: Manages a team; sometimes manages leads
Typical experience: 5–8 yrs

Adjacent roles

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