VK
Vikram Khanna
Head of Performance Marketing
Swiggy
Institutional architecture
Seven roles. Ten competencies. One framework.
A Factor's three frameworks define what digital marketing roles require, what competencies underpin them, and how readiness is measured. They are the institutional architecture that the rest of A Factor is built on.
Faculty
The people behind A Factor
Practitioners and builders — not observers. Every faculty member has held the role they teach.
RM
Riya Mehrotra
Director — Brand Strategy
MamaearthAN
Arjun Nair
VP — Growth & Analytics
RazorpayPG
Priyanka Ghosh
Head of Content
Zomato
Why a framework
The industry has no shared definition of what its roles require.
Job descriptions are written ad hoc, mixing strategic responsibilities with tactical tasks. The result is confusion — for professionals, for employers, and for educators.
A Factor's Role Framework defines seven distinct digital marketing roles, each mapped to ten universal competency domains with role-specific importance weightings.
The three frameworks address that structural gap directly:
- The Role Framework defines what each role demands.
- The Competency Model defines what underpins those roles.
- The Role Readiness Assessment measures where a professional stands against both.
Together they form a coherent system: clarity about the role, structure for the competencies, and diagnostic measurement of readiness.
The three frameworks
Clarity, structure, measurement.
Each framework is a public document. Each is governed by the same standards body. Each connects directly to A Factor's programmes and assessments.
Role Framework
Seven distinct digital marketing roles, each with a specific competency profile, performance expectations, and readiness criteria. The role is not a label — it is a structural specification.
7 roles
Explore →
Competency Model
Ten universal competency domains every digital marketing professional needs, weighted differently depending on the target role. Not ten courses — ten integrated dimensions.
10 domains
Explore →
Role Readiness Assessment
A diagnostic instrument that measures professional judgement under ambiguity, not recall under pressure. Twenty scenario-based questions. No textbook answers.
30 minutes
Take it →
How they fit together
One coherent system, three connected instruments.
The frameworks are not standalone documents — they are tightly coupled. The Role Framework defines the destinations. The Competency Model defines the components. The Assessment locates you on the map.
01
Define the role
Pick a target role from the Role Framework. Each role specifies its performance expectations and the competency domains it depends on most heavily.
Role Framework
02
Decompose the role
The Competency Model breaks each role into its ten weighted domains — analytical ability, strategic thinking, communication, collaboration, and so on.
Competency Model
03
Measure readiness
The Role Readiness Assessment produces a profile across those domains. The gap between your profile and the role's requirements is your programme plan.
Assessment
In practice
Programmes are calibrated to the gap.
When a learner arrives, A Factor knows their target role, their current competency profile, and the precise distance between them. The programme is shaped around that distance, not around a generic syllabus.
Frameworks at a glance
Live
Defined roles7
Competency domains10
Assessment dimensions7
Scenario items20
Readiness bands4
GovernanceCouncil-led
The thinking
Competence over proficiency.
When a tool changes, the professional adapts — because their competence is in the thinking, not the clicking. This is the stable foundation the framework is built on.
Tools change every year. Google Ads redesigns its structure. Meta revises options. Competencies remain structurally stable. A professional trained in the competencies that underlie tool use — analytical thinking, channel strategy, budget optimisation — can adapt to any interface change. A Factor trains professionals, not tool operators.
How they fit
Three instruments, one coherent architecture.
The Role Framework defines the destinations. The Competency Model defines the components. The Role Readiness Assessment locates you on the map.
Find the programme that builds your role readiness.
Every programme is built on this framework — mapped to a role, structured around competency domains, and designed for capability.
See programmes →