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PERFORMANCE REVIEW EXAMPLES BY ROLE

Marketing performance review examples

What good looks like: Creates work that reaches the right people and moves a business number, and learns from what doesn’t.

Marketing reviews often list activities ("ran 12 campaigns"). The useful ones talk about results, judgement and how the person learned from tests that failed.

Replace [Name] and [example] with the person and a real piece of work.

Strengths: exceeds expectations

  • [Name]’s [example] campaign brought in [number] qualified leads at [number]% lower cost than our average.
  • [Name] tests before scaling. Their small experiments on [example] saved budget we would otherwise have wasted.
  • [Name] writes clear briefs, so designers and agencies get it right the first time.
  • [Name] works closely with sales. Leads from their campaigns convert better because the message matches what sales says.
  • When [example] underperformed, [Name] shared the numbers openly, explained why, and changed course within a week.

Solid: meets expectations

  • [Name] delivers campaigns on time and to brand standards.
  • [Name] reports results regularly; linking them to revenue, not just clicks, is the next step.
  • [Name] is creative and full of ideas; picking the two with the biggest impact would focus the effort.
  • [Name] manages agencies and freelancers well.

Needs improvement

  • Several campaigns launched without a clear goal or way to measure it. From next quarter, every brief needs a target metric agreed before launch.
  • Projects often slip at the end ([example]). Build in review time and flag risks a week before the deadline.
  • Reports focus on what was done rather than what changed. Lead with the result and what you’d do next.
  • Work more with sales before campaigns launch, so leads arrive with the right message.

Self-review examples for a marketing

  • My [example] campaign brought in [number] leads; I learned that [insight].
  • I want to get better at measuring marketing’s effect on revenue.
  • One thing I would do differently is test the message with customers before building the full campaign.

How to make these phrases land

  • Give credit for good judgement on failed tests. People stop experimenting if only wins are praised.
  • Use one phrase per point and follow it with what happened. A phrase without an example reads like a template.
  • For areas to improve, say what good looks like and what support you will give.
  • Nothing in a review should be a surprise. Raise problems in one-on-ones during the year.

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Review examples for other roles

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