Who this is for
People Ops and Marketing managers who need a shared meaning of IC1, IC2, and IC3. Sized for a 20 to 200 person company that already does the work and needs the standards written down.
Function template
Marketing competency framework template
This Marketing Function defines communication, ownership, audience insight, and channel execution with evidence a manager can cite. Use it as a starting draft, then edit names, levels, and examples to match how your team actually works.
Published by Peasy HRPublished 18 Aug 2026Updated 18 Aug 2026
How to customize it
Keep portable competency names if they fit, then rewrite Function descriptions and examples around your tools, artifacts, and review cycle. Add a manager track in the builder only if you will assess people leadership in this Function.
Explore the Function template
Marketing
Function
Role track
View
4 competencies2 categories3 Individual Contributor levels
Customize this Function template
Open the free builder with Marketing already selected. Edit the draft, generate missing detail, and export when it reads true for your team.
Customize this Function templateCommon questions
Does this replace your live ladder?
No. It is a public example you copy into the builder. Your company Function becomes the live standard only after you edit, review, and publish it.
Why only IC1 to IC3?
Those three levels show a real ladder: guided work, independent delivery, and multi-team standards. Add higher levels in the builder if your company uses them.
Can we change competency names?
Yes. Every word is editable. Portable names help related Functions stay consistent, but they are not locked.
Related resources
Guide
Competency frameworks for startups
A startup competency framework should cover the job families and levels the company uses now, not a future enterprise org chart. Start with the Functions in the next review cycle, write a small set of observable competencies for each one, and publish a version that managers can test and improve after the cycle.
Read guideGuide
How to use competencies in performance reviews
Use competencies in performance reviews by rating each person against the expectations for their Function, role track, and level, then supporting the rating with evidence from the review period. Keep one Function version fixed for the cycle, discuss rating differences in calibration, and update unclear criteria only for future cycles.
Read guideReview guide
Self-assessment examples
A useful self-assessment explains what you did, what changed, and what you learned. Write in the first person, use evidence from across the review period, and give each development point a practical next step.
Read guide