Head of Marketing and Communications Scorecard
Marketing and Communications · Banking and Financial Services
Free download — editable Excel scorecard or PDF.
More Marketing and Communications scorecards
Other scorecards for the same role.
What’s inside the Head of Marketing and Communications scorecard
A ready-to-use balanced scorecard for the Head of Marketing and Communications role in Banking and Financial Services. It sets out 32 weighted KPIs across the four perspectives, with base and stretch targets, a rating scale and an overall score that calculates from the actuals you enter.
32 KPIs across four perspectives
- Financial
- Customer & Stakeholder
- Internal Processes
- Learning & Growth
Eight measures per perspective, each with a strategic goal written for the Head of Marketing and Communications role.
Columns on the sheet
Perspective · Strategic Goal · KPI / Measure · Unit · Reporting Frequency · Target Period · Direction · Base Target · Stretch Target · Weight % · Actual · Rating % · Weighted · Status
Only the yellow Actual cells need filling in — Rating % = (Actual − Base) ÷ (Stretch − Base) × 100, where Base = 0% and Stretch = 100%. Ratings are weighted and summed into an overall score, and the weighting total turns red if it does not reach 100%.
The sheet also carries a header block for the role holder, line manager and assessor, a rating scale with performance bands, worked examples, a governance note and a sign-off section. Direction, reporting frequency and target period are dropdowns, and each column header has a cell comment explaining what belongs there.
Head of Marketing and Communications scorecard — FAQs
What is included in the Head of Marketing and Communications scorecard template?
One Scorecard sheet containing 32 pre-written KPIs for the Head of Marketing and Communications role, split evenly across the four balanced-scorecard perspectives (Financial, Customer & Stakeholder, Internal Processes, Learning & Growth). Each row carries a strategic goal, unit, reporting frequency, target period, direction, base and stretch targets and a weighting. The sheet also has a header block for the role holder and assessor, a rating scale, worked examples and a sign-off section.
Is the Head of Marketing and Communications scorecard free to download?
Yes — it is a free download in Excel (.xlsx) and PDF, with no signup, account or payment required.
How is the overall score calculated?
Rating % = (Actual − Base) ÷ (Stretch − Base) × 100, where Base = 0% and Stretch = 100%. Each KPI's rating is multiplied by its weighting to give a weighted contribution, and those add up to the overall score. Weightings must total 100% — the total cell turns red if they do not. The yellow Actual cells are the only manual inputs; rating, weighted contribution, status and overall score all calculate from them.
Can I change the KPIs and targets for our own Head of Marketing and Communications?
Yes, every cell is editable. Direction, reporting frequency and target period are dropdowns, and each column header carries a cell comment explaining what belongs there, so you can swap in your own measures and targets without breaking the scoring.
Can I use it for a mid-year review?
Yes. Any KPI left without an actual is excluded from the overall score, so a partly completed scorecard still produces a valid weighted result for the measures you have data for.