Digital Marketing

Digital Marketing is an individual-contributor career path within Marketing & Communications. Professionals progress from guided execution to independent delivery, senior problem solving, cross-team leadership and enterprise-level expertise without requiring people management.

Función: Marketing & Communications
Arquetipo: Marketing
Nivel más alto: L6 · Senior Principal Marketing Strategist

Para qué existe

Enables the organization to deliver reliable outcomes in digital marketing by building progressively deeper expertise, judgment, ownership and business impact.

Responsabilidades típicas

Execute discipline-specific work; apply professional standards; solve increasingly complex problems; collaborate with stakeholders; improve quality and efficiency; share expertise; at senior levels, shape practices and decisions beyond the immediate team.

Dónde se trabaja

Common in Marketing & Communications teams across technology companies, shared-services organizations, consulting firms, multinational operations and other employers that require digital marketing capability.

Cómo avanza la carrera

Marketing Associate → Marketing Specialist → Senior Marketing Specialist / Strategist → Lead Marketing Strategist → Principal Marketing Strategist → Senior Principal Marketing Strategist

Niveles de esta carrera

Seis etapas estándar. La séptima existe solo donde la carrera la contempla.

Qué se espera en L3 · Senior Marketing Specialist / Strategist

Handles complex work; mentors others and influences team-level outcomes. The focus is successful individual contribution at this stage, not people management.

Las cinco dimensiones que cambian

Autonomía: Operates independently on complex work and mentors others.
Alcance: Projects, services or a meaningful domain.
Complejidad: Complex problems requiring analysis and trade-offs.
Influencia: Influences team decisions and multiple stakeholders.
Impacto en el negocio: Improves team outcomes, quality and execution.
Ambigüedad: Moderate.

Cómo se ve un buen desempeño

Senior Marketing Specialist / Strategist consistently demonstrates the expected autonomy and judgment for L3, delivers outcomes appropriate to the scope of the role, applies required Human, Professional and Technical skills at the mapped proficiency, and produces evidence of impact rather than relying on tenure alone.

Evidencia típica

Completed work with measurable quality/outcome; stakeholder feedback; examples of problems solved and decisions made; reusable artifacts or improvements; demonstrated skill proficiency; mentoring/influence evidence at senior levels.

Habilidades esperadas en L3

Agrupadas en humanas, profesionales y técnicas. La proficiencia meta usa la escala P1–P7, y cada fila dice qué significa ese nivel para esa habilidad.

Humanas15

Humanas	P	De apoyo
AccountabilityExecution & Self-Management	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
Active listeningCommunication & Language	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
AdaptabilityExecution & Self-Management	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
Clear verbal communicationCommunication & Language	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
Clear written communicationCommunication & Language	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
CollaborationCollaboration & Relationships	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
Continuous learningExecution & Self-Management	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
Critical thinkingThinking & Problem Solving	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
Cross-functional collaborationCollaboration & Relationships	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
Decision makingThinking & Problem Solving	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
ProfessionalismEthics & Professional Conduct	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
Stakeholder alignmentInfluence & Leadership Without Authority	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
Structured problem solvingThinking & Problem Solving	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
Time managementExecution & Self-Management	P4ProficientCentral	Handles complex situations, adapts methods and guides peers in the skill.
Giving constructive feedbackCommunication & Language	P3WorkingDe apoyo	Applies the skill independently in normal and moderately complex situations.

Profesionales9

Profesionales	P	De apoyo
Data product managementData & Analytics Practice	P3WorkingDe apoyo	Applies the skill independently in normal and moderately complex situations.
Marketing strategyMarketing, Brand & Communications Practice	P3WorkingCentral	Applies the skill independently in normal and moderately complex situations.
Partner marketingMarketing, Brand & Communications Practice	P3WorkingCentral	Applies the skill independently in normal and moderately complex situations.
Product marketingMarketing, Brand & Communications Practice	P3WorkingCentral	Applies the skill independently in normal and moderately complex situations.
Responsible AI principlesData & Analytics Practice	P3WorkingDe apoyo	Applies the skill independently in normal and moderately complex situations.
Schedule managementProject, Program & Portfolio Management	P3WorkingDe apoyo	Applies the skill independently in normal and moderately complex situations.
Scope managementProject, Program & Portfolio Management	P3WorkingDe apoyo	Applies the skill independently in normal and moderately complex situations.
Statistical inferenceData & Analytics Practice	P3WorkingDe apoyo	Applies the skill independently in normal and moderately complex situations.
Status reportingProject, Program & Portfolio Management	P3WorkingDe apoyo	Applies the skill independently in normal and moderately complex situations.

Técnicas9

Técnicas	P	De apoyo
AI-assisted content creation toolsAI Productivity & Knowledge Tools	P3WorkingDe apoyo	Applies the skill independently in normal and moderately complex situations.
HubSpot Marketing HubMarketing & Digital Platforms	P3WorkingCentral	Applies the skill independently in normal and moderately complex situations.
Marketing attribution platformsMarketing & Digital Platforms	P3WorkingCentral	Applies the skill independently in normal and moderately complex situations.
Microsoft CopilotAI Productivity & Knowledge Tools	P3WorkingDe apoyo	Applies the skill independently in normal and moderately complex situations.
QlikAnalytics, BI & Data Visualization	P3WorkingDe apoyo	Applies the skill independently in normal and moderately complex situations.
Salesforce Marketing CloudMarketing & Digital Platforms	P3WorkingCentral	Applies the skill independently in normal and moderately complex situations.
Technical writing toolsDesign, Research & Content Tools	P3WorkingCentral	Applies the skill independently in normal and moderately complex situations.
UserTestingDesign, Research & Content Tools	P3WorkingCentral	Applies the skill independently in normal and moderately complex situations.
Wireframing toolsDesign, Research & Content Tools	P3WorkingCentral	Applies the skill independently in normal and moderately complex situations.

Qué cambia al pasar de L3 a L4

Moving from Senior Marketing Specialist / Strategist to Lead Marketing Strategist means demonstrating sustained performance at a larger scope with greater autonomy, complexity, influence and business impact—not simply spending more time in role.

Cómo se demuestra que ya estás

Repeatedly performs key aspects of Lead Marketing Strategist before promotion; demonstrates the required skill increases; handles high complexity, dependencies and competing constraints.; receives credible stakeholder evidence; shows measurable outcomes at the next-level scope.

Cómo prepararse

Take stretch assignments at the next-level scope; deepen the listed skill gaps; seek feedback from experienced practitioners; document measurable outcomes and decisions; mentor/share knowledge where appropriate; pursue relevant learning or certification when it strengthens capability.

Carreras cercanas

Calculadas por habilidades compartidas. Es una señal para explorar, no una garantía de contratación ni de elegibilidad.

Marco de carreras v21, activo desde 17 de agosto de 2026.