Level | Skill (Individual) | Influence (Team) | Thinking (Team) |
L1 - Writer I | • Developing an understanding of copywriting fundamentals and beginning to apply these skills to small to medium-sized marketing projects
• Crafting precise, error-free content for marketing projects
• Beginning to create copy that reflects our brand and clearly communicates our story | • Developing your ability to present your copy decisions clearly
• Beginning to influence decision-making for marketing projects among your core team
• Supportive and engaged with the marketing team and culture | • Spending time fully understanding project needs and partnering with your manager to coordinate and organize assigned projects
• Starting to propose improvements to existing processes
• Contributing to project planning and coordination
• Learning to create clear timelines and ownership responsibilities and communicating clearly with project partners |
L2 -Writer II | • Solid understanding of core copywriting skills and confidently applying these skills to small to medium-sized marketing projects
• Creating copy that reflects our brand and clearly communicates our story | • Clearly and effectively presenting your copy decisions
• Beginning to build compelling arguments that consider brand, business, and organizational needs
• Influencing decisions among your core team and beginning to drive broader stakeholder alignment | • Spending time fully understanding project needs and contributing to the project planning process
• Proposing improvements to existing processes, prioritizing your work, and tracking project goals and progress
• Leading steps in the project planning process, such as ownership assignments, crafting budgets, and tracking deliverables |
L3 - Sr Writer | • Strong understanding of core copywriting skills and confidently applying these skills to large marketing projects
• Consistently writing copy that reflects our brand and clearly communicates our story
• Beginning to concept new copy directions and overarching narratives for projects | • Proactively developing the approach, project stages, processes, and timeline to deliver on brand design projects
• Effectively presenting copy decisions and building compelling arguments
• Proactively influencing decisions and working with leaders from other teams to drive broader alignment | • Spending time fully understanding organizational needs and establishing clear processes with multiple stakeholders or teams
• Prioritizing work effectively based on business and customer needs and documenting your thinking with minimal guidance
• Comfortable working with project tools to document your work and defining new tools, templates, or systems to recommend better ways of working |
L4 - Art Director | • Expert understanding of core copywriting skills and investing in improving the quality of overall brand systems
• Confidently applying expertise to extra-large marketing projects
• Consistently writing copy that reflects our brand and clearly communicates our story
• Proactively concepting new visual directions and overarching narratives for projects | • Clearly providing direction to others to execute your vision
• Presenting copy decisions expertly and building compelling arguments
• Proactively working with leaders from other teams to drive alignment
• Teaching others the art of storytelling, influence, and presentation skills | • Proactively developing the approach, project stages, processes, brand research plans, and timeline to deliver on brand design projects and new opportunities
• Pushing the brief to new places at early stages of work and driving strategic ideation with cross-functional teams |
L5 - Associate Creative Director | • Expert understanding of core copywriting skills and improving the quality of brand systems
• Confidently applying expertise to extra-large marketing projects
• Consistently writing copy that reflects our brand and clearly communicates our story
• Proactively concepting new visual directions and overarching narratives for projects
• Mentoring others in your areas of expertise | • Bringing a strong voice and design leadership to the company
• Articulating a strategic vision that drives stakeholder buy-in and inspires teams and leaders
• Proactively influencing brand decisions among VP-level and executive stakeholders
• Training others in storytelling, influence, and presentation skills | • Proactively identifying new brand opportunities and developing the approach, project stages, processes, brand research plans, and timeline to deliver on them
• Actively shaping the initial creative brief for main projects and confidently identifying and driving new brand initiatives |
L6 - Creative Director | • Expert understanding of core copywriting skills and investing in improving the quality of overall brand systems
• Confidently applying expertise to extra-large marketing projects
• Consistently writing copy that reflects our brand and clearly communicates our story
• Proactively concepting new visual directions and overarching narratives for projects
• Mentoring others in your areas of expertise | • Influencing the C-suite and regularly influencing copy decisions at the highest level
• Sharing work with the external design community via blog posts, conferences, etc. | • Proactively identifying and implementing new approaches to the brand process and exploring previously undefined problem spaces
• Actively shaping the initial creative brief for main projects and confidently identifying and driving new brand initiatives |