L2 Standards - Marketing
Overview
L2 marketing is about strategic ownership. An L2 member plans, initiates, and elevates the team's marketing, going beyond executing tasks they're assigned. They've demonstrated they can develop a content strategy, represent the team externally, mentor L1 members, and understand how YETI's programs connect to broader goals.
Prerequisite: L1 must be completed before pursuing L2.
Benchmarks
| # | Benchmark | Description |
|---|---|---|
| 1 | Content Strategy | Plan and execute a 4-week content calendar with documented rationale tied to the season arc. |
| 2 | External Representation | Present or speak on behalf of the team in at least one external context (sponsor meeting, Impact presentation, awards interview, etc.) with positive mentor feedback. |
| 3 | Mentorship | Review and give actionable feedback on 3+ pieces of L1 member work, improving the output without redoing it yourself. |
| 4 | Metrics Awareness | Pull social analytics and explain what is working and what is not, citing specific numbers. |
| 5 | Capstone Deliverable | Serve as primary author on at least one high-stakes artifact: sponsor packet, Impact/EI essay, pit display, or equivalent used in a real context. |
| 6 | Program Storytelling | Independently develop a compelling narrative around one team program — human angle, photos/quotes, impact and mission alignment. |
| 7 | Cross-Program Strategy | Articulate how YETI's programs connect to broader goals (sponsor retention, award submissions, community presence, pipeline) and why each one matters. |
Assessment Process
1. Portfolio Review
Your L2 portfolio builds on your L1 portfolio. The evaluator is looking for evidence of strategic thinking: did you plan things, or only execute what you were assigned?
Marketing Portfolio — [First Last]/
Published Work/
Drafts & Revisions/
Copywriting/
Strategy/ ← content calendars, planning docs, campaign briefs
Analytics/ ← screenshots or exports from social analytics
What belongs at L2:
- A documented content calendar with rationale
- Analytics pulls showing you tracked and interpreted performance
- Your capstone deliverable
2. Structured Conversation
You will walk a mentor through your portfolio. Sample questions: Walk me through how you planned this content calendar and why you made those choices Pick an outreach program and pitch me a content piece about it on the spot: what's the angle, who's the audience, what's the takeaway? Show me an analytics report and explain what it tells you How would you onboard a brand-new marketing member on their first day?
3. Peer Signal
Mentors will ask 2–3 members—typically L1 members you've worked with—whether you helped them improve their work and whether they sought you out for feedback. This is separate from the portfolio review.
4. Real-World Test
Before your assessment, you will be given ownership of a bounded campaign — a sponsor outreach push or a full week of social content. You are responsible for planning it, executing it, and reflecting on what worked. This is evaluated alongside your portfolio.