Marketing Manager
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- Understand the customer, define positioning and build the full-funnel campaign logic
- Execute integrated channel programs and measure performance with disciplined analytics
- Drive lifecycle growth, experimentation and AI-enabled marketing operations
Benchmark: Google Digital Marketing Manager / Google Store Marketing Manager + OpenAI Integrated Marketing Manager, Product & Model Launches (current Sep 2026) + Chicago Booth marketing practice Market refresh: audience insight, positioning, customer journey, integrated campaigns, social/email/search, content and creative briefs, lifecycle/GTM, performance analytics, experimentation, agency/stakeholder management and AI-enabled marketing execution.
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Understand the customer, define positioning and build the full-funnel campaign logic
Customer journey, segmentation + funnel strategy
Coverage: Customer Insight / Segmentation / Funnel / Value Creation
Positioning, value proposition + campaign brief
Coverage: Positioning / Messaging / Creative Brief / Audience Value
Execute integrated channel programs and measure performance with disciplined analytics
Channel execution: email, search + content
Coverage: Email / SEO / Content / Owned-Earned-Paid Coordination
Measurement, analytics + decision storytelling
Coverage: Marketing Analytics / Google Analytics / KPIs / Data Storytelling
Drive lifecycle growth, experimentation and AI-enabled marketing operations
GTM, lifecycle + growth experimentation
Coverage: Launch / Acquisition / Activation / Retention / Experimentation
AI-enabled marketing workflows + operating discipline
Coverage: AI Use Cases / Workflow Redesign / Quality Controls / Adoption
Role-Readiness Proof / Capstone
Run a 5-day Integrated Marketing Campaign Lab: choose a product and audience; synthesize customer/market evidence; define positioning and campaign brief; build a funnel and channel plan across paid/owned/earned touchpoints; create sample content and lifecycle messaging; set budget assumptions and KPIs; configure an analytics dashboard; design one experiment; use AI for one workflow with human review; deliver a campaign readout and next-iteration decision.
Proof Rubric
- Clear audience and positioning
- coherent funnel and channel roles
- high-quality creative brief
- measurable goals
- credible channel execution
- analytics lineage and attribution limits
- experiment quality
- lifecycle logic
- cross-functional operating plan
- responsible AI workflow
- budget/resource awareness
- evidence-based optimization decision