Senior Principal Demand Generation Manager

Enterprise-wide authority

Career Explorer · Marketing & Communications · Demand Generation

IC6 · Senior PrincipalIndividual contributorSenior Principal

Standard where business need supports the level

What the role involves

Autonomy: Leads highly consequential ambiguous domains
Scope: Multiple business units / global platforms
Time horizon: Multi-year
Expertise and judgement: Anticipates industry shifts; resolves novel problems; develops other experts
Expected impact: Creates durable enterprise advantage or risk reduction

Expected skills (22)

Grouped as human, professional and technical. Target proficiency uses the P1–P5 scale, and each row says what that level means for that particular skill.

Human (10)

Skill	Importance	Target	What that level looks like
Accountability Personal Effectiveness	Core	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Active listening Communication & Influence	Core	P4	Sets standards, integrates the skill across teams and resolves novel or high-impact problems.
Collaboration Collaboration & Leadership	Core	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Critical thinking Thinking & Judgment	Core	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Customer empathy Personal Effectiveness	Core	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Learning agility Thinking & Judgment	Core	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Ownership Personal Effectiveness	Core	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Problem solving Thinking & Judgment	Core	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Verbal communication Communication & Influence	Core	P4	Sets standards, integrates the skill across teams and resolves novel or high-impact problems.
Written communication Communication & Influence	Core	P4	Sets standards, integrates the skill across teams and resolves novel or high-impact problems.

Professional (12)

Skill	Importance	Target	What that level looks like
Business acumen Business & Strategy	Core	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Marketing strategy Marketing & Communications	Core	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Brand management Marketing & Communications	Supporting	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Content strategy Marketing & Communications	Supporting	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Corporate communications Marketing & Communications	Supporting	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Demand generation Marketing & Communications	Supporting	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Go-to-market planning Marketing & Communications	Supporting	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Market research Marketing & Communications	Supporting	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Marketing analytics Marketing & Communications	Supporting	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Messaging Marketing & Communications	Supporting	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Positioning Marketing & Communications	Supporting	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.
Public relations Marketing & Communications	Supporting	P5	Defines enterprise or industry practice, develops other experts and shapes strategy through the skill.

Career ladder

Reached from

Principal Demand Generation ManagerIC5

Next steps

This is the last level on this ladder. Specialization continues; the level does not.

What changes to advance

Move from enterprise authority to company/industry authority; establish new paradigms and visibly shape company-wide direction.

Source: AMA; Microsoft Careers · JF0213-IC6