Assessment criteria — Brand Manager

Evaluation criteria 35

• 01Delivers on: Managing PR initiatives

  canon · responsibility · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 02Delivers on: Monitoring brand engagement metrics

  canon · responsibility · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 03Delivers on: Developing brand campaigns

  canon · responsibility · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 04Delivers on: Collaborating with cross-functional teams

  canon · responsibility · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 05Delivers on: Analyzing market trends

  canon · responsibility · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 06Delivers on: Managing brand budgets

  canon · responsibility · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 07Delivers on: Enhancing brand visibility

  canon · responsibility · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 08Delivers on: Reporting on brand performance

  canon · responsibility · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 09Performs to standard: Collect fees, commissions, or other payments, according to contract terms.

  O*NET task · observed · IM 4.57
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 10Performs to standard: Send samples of clients' work and other promotional material to potential employers to obtain auditions, sponsorships, or endorsement deals.

  O*NET task · observed · IM 4.49
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 11Performs to standard: Keep informed of industry trends and deals.

  O*NET task · observed · IM 4.28
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 12Performs to standard: Conduct auditions or interviews to evaluate potential clients.

  O*NET task · observed · IM 3.99
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 13Performs to standard: Negotiate with managers, promoters, union officials, and other persons regarding clients' contractual rights and obligations.

  O*NET task · observed · IM 3.99
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 14Performs to standard: Confer with clients to develop strategies for their careers, and to explain actions taken on their behalf.

  O*NET task · observed · IM 3.95
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 15Performs to standard: Develop contacts with individuals and organizations, and apply effective strategies and techniques to ensure their clients' success.

  O*NET task · observed · IM 3.86
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 16Performs to standard: Schedule promotional or performance engagements for clients.

  O*NET task · observed · IM 3.59
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 17Performs to standard: Arrange meetings concerning issues involving their clients.

  O*NET task · observed · IM 3.52
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 18Performs to standard: Manage business and financial affairs for clients, such as arranging travel and lodging, selling tickets, and directing marketing and advertising activities.

  O*NET task · observed · IM 3.5
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 19Performs to standard: Hire trainers or coaches to advise clients on performance matters, such as training techniques or performance presentations.

  O*NET task · observed · IM 3.43
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 20Performs to standard: Prepare periodic accounting statements for clients.

  O*NET task · observed · IM 3.42
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 21Effectiveness at: Supervise employees.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 22Effectiveness at: Maintain data in information systems or databases.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 23Effectiveness at: Examine financial records.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 24Effectiveness at: Analyze business or financial data.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 25Effectiveness at: Explain regulations, policies, or procedures.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 26Effectiveness at: Confer with personnel to coordinate business operations.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 27Effectiveness at: Correspond with customers to answer questions or resolve complaints.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 28Effectiveness at: Verify accuracy of records.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 29Effectiveness at: Establish organizational guidelines or policies.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 30Effectiveness at: Prepare financial documents.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 31Effectiveness at: Prepare financial documents, reports, or budgets.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 32Effectiveness at: Advise others on business or operational matters.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 33Effectiveness at: Investigate legal issues.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 34Effectiveness at: Assess financial status of clients.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

• 35Effectiveness at: Update professional knowledge.

  O*NET work activity · observed
  Rating frame (5-point BARS)

  5 · Exceeds

  — rating anchor pending —

  3 · Meets

  — rating anchor pending —

  1 · Below

  — rating anchor pending —

  Rating anchors are completed by the rater against observed behavior — leveled anchor text lands with the next source edition.

Performance standards at this level 21

What good looks like at this level, by dimension — verbatim level and JFM rubric text, with this profile's performance metrics attached where a real keyword match exists. Work activities are O*NET-derived (basis: derived).

• Scope

  canon · level dimension · observed

  Features or a sub-system end-to-end

• Autonomy

  canon · level dimension · observed

  Works independently on standard work; reviewed on the non-standard

• Complexity

  canon · level dimension · observed

  Diverse problems; adapts existing approaches

• Impact

  canon · level dimension · observed

  Project / team outcomes

• Decision rights

  canon · level dimension · observed

  Owns implementation decisions for own scope

• Leadership

  canon · level dimension · observed

  Mentors juniors informally

• Work activities

  O*NET work activity · derived

  Effectiveness at: Supervise employees.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Maintain data in information systems or databases.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Examine financial records.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Analyze business or financial data.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Explain regulations, policies, or procedures.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Confer with personnel to coordinate business operations.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Correspond with customers to answer questions or resolve complaints.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Verify accuracy of records.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Establish organizational guidelines or policies.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Prepare financial documents.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Prepare financial documents, reports, or budgets.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Advise others on business or operational matters.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Investigate legal issues.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Assess financial status of clients.

• Work activities

  O*NET work activity · derived

  Effectiveness at: Update professional knowledge.

Structured-interview dimensions

The work-style constructs a structured interview for this occupation should probe (importance-ranked). Pair with past-behavior questions and anchored rating scales — the evidence-backed format.

Level-calibrated behavioral anchors 28

Verbatim anchors from open leveled frameworks, mapped onto this profile's level (basis: derived — competency-scoped, not per-criterion). Use them to calibrate what "exceeds / meets" looks like at this level.

• Creativity and Innovation

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Creates a new quality control system to monitor unit processes Uses cutting-edge ideas to develop business unit services Works with coworkers to coordinate a project using a creative process

• External Awareness

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Gathers and summarizes information to predict stakeholder views on a new policy Considers external policies and trends when reviewing correspondence, reports, and policy documents

• Flexibility

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Uses staff feedback to streamline processes in order to meet deadlines Adjusts project plan based on input from staff and stakeholders

• Resilience

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Meets with employees resistant to organizational change to address concerns Maintains composure and direction in high- pressure situations Accepts negative feedback in a constructive manner and adjusts behavior accordingly

• Strategic Thinking

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Considers customer needs and trends in the development of strategic plans Implements strategic objectives and develops metrics to assess attainment of work unit goals

• Vision

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Involves staff in setting annual goals to ensure buy-in Conducts interviews with staff to ascertain organization's needs Conveys vision of agency to staff and stakeholders

• Conflict Management

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Implements changes to ensure work environment is fair and equitable based on employee concerns Ensures employees receive mediation to resolve issues affecting the workgroup Resolves issues by meeting one-on-one with team member

• Leveraging Diversity

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Adheres to EEO policies, goals, objectives, and philosophies of valuing diversity in performing everyday duties and responsibilities Builds teams leveraging diverse capabilities of staff

• Developing Others

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Encourages employees to participate in mentoring programs and other learning opportunities Pairs new staff with seasoned employees to facilitate understanding of the position and organization Provides orientation to new employees

• Team Building

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Encourages staff to share skills and abilities within work group to facilitate completion of challenging tasks Forms teams to identify and address agency concerns Informs team members of issues requiring resolution and considers input

• Accountability

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Investigates claims of employee violations and encourages staff to take responsibility for actions Outlines goals and assesses workgroup progress towards goal achievement Plans and researches safety issues and contacts agency to ensure safety standards are fully utilized Distributes workload among staff to ensure staff meet key deliverables

• Customer Service

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Develops guides and user manuals for customers Ensures products and services comply with customer requirements Streamlines procedures based on customer feedback

• Decisiveness

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Makes sound and timely decisions for a project, team, or work unit Seeks out best practices to make organizational decisions

• Entrepreneurship

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Identifies concepts for new programs, products, or services Seeks feedback for new products or services based on customer needs

• Problem Solving

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Addresses routine organizational problems by leading a team to brainstorm solutions Establishes guidelines to clarify complex and/or controversial processes

• Technical Credibility

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Provides staff with feedback and support on technical issues Makes technically sound recommendations to develop effective work products

• Financial Management

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Justifies requested budget allocation to management in relation to program objectives Allocates program budget across multiple projects

• Human Capital Management

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Recognizes and addresses deficiencies of human resources processes or tools Provides positive feedback to high-performing staff and rewards exceptional performance Considers impact of personnel decisions on current staff

• Technology Management

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Works with contractors to implement an IT system change to meet requirements of a new legislative mandate Researches information technology systems to meet specific program needs Adapts processes to keep pace with new technological developments

• Partnering

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Considers stakeholder input when developing strategies to ensure mutually agreeable initiatives Coordinates with various agencies to plan and conduct annual events Coordinates across and within organizations to determine required resources to support goals Works with a team of managers or employees across agencies to address mutual issues and concerns

• Political Savvy

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Addresses political issues that may impact internal and external stakeholders Develops relationships with new political leaders in the agency

• Influencing/Negotiating

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Meets with team leaders to gain buy-in for new direction of division Uses factual information to support own point of view when meeting with team members

• Interpersonal Skills

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Shows employees empathy and respect Welcomes new employees into organization by explaining mission and agency goals

• Oral Communication

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Communicates effectively with staff by conducting regular meetings to discuss initiatives and current events Explains and clarifies policy to affected parties Provides status updates to management team during quarterly division meeting

• Integrity/Honesty

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Provides staff with accurate information about the vision of the agency and outlines changes in an upfront manner Remains fair and objective when determining skill set needed for projects to select effective team members

• Written Communication

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Writes daily briefs or guidelines to ensure employees are provided with updated information Develops press releases to ensure important issues are addressed

• Continual Learning

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Solicits periodic feedback to continually improve quality of own work Visits other work sites to gain understanding of staff functions and daily tasks

• Public Service Motivation

  OPM Leadership Proficiency Levels · Level 2 - Basic

  Reviews unit's policies and procedures on a regular basis to ensure they are consistent with public needs Determines community needs by surveying citizens