WHAT DOES A CAMPAIGN MANAGER DO?

The Campaign Manager coordinates the production of creative assets, optimizes lead generation and sales, and ensures timely delivery of campaigns in alignment with strategic objectives. This role involves close collaboration with internal teams and external partners to produce quality marketing materials and detailed performance reports. Additionally, the manager oversees the planning, execution, and budgeting of diverse marketing campaigns, incorporating A/B testing to enhance campaign effectiveness.

A Review of Professional Skills and Functions for Campaign Manager

1. Campaign Manager Responsibilities

  • Campaign Management: Create, implement, and execute global campaigns, monitor and evaluate the impact.
  • Creative Production Oversight: Oversee the production of creative assets (copy, video, graphics, photography) in-house or through agencies.
  • Trend Analysis: Research and implement current trends to campaign strategy, as well as work closely with various departments to make the campaigns successful.
  • Brand Alignment: Align requirements and creative ideas with the brand value and corporate message.
  • Content Management: Manage the content workflow, budget, and agency relationship and act as editor for content strategies under his or her scope.
  • Holistic Strategy Development: Creates, develops, and implements holistic ideas and plans tightly connected to business strategy and brand objectives.
  • Leadership: Lead the global campaigns across multiple consumer connections and media channels.
  • Content Ownership: Own the local content development from the understanding of consumers' needs and go-to-market plans, resulting in more effective and better quality content delivery.
  • Campaign Execution: Responsible for the whole campaign running smoothly, both online and offline, including creative delivery and all media plan alignment.
  • Campaign Evaluation: Regular summary of the campaign weekly/bi-weekly, pointing out the improvement during the campaigns.
  • Brand Consistency Assurance: Ensure brand consistency across communications channels.
  • End-to-end Campaign Management: End-to-end management and cooperation with the regional team to make sure the campaign KPIs are met.

2. Campaign Manager Job Summary

  • Agency Management: Brief, direct, and manage appropriate agency partners to deliver top-quality content.
  • Content Quality Assurance: Ensure the content is inspiring and engaging, on brief and message, on brand, accurate, and error-free.
  • Process Improvement: Make recommendations for continual improvements to the end product and the process.
  • Trend Analysis: Constantly look for content trends to keep up with the market and provide team inspiration.
  • Relationship Building: Build and maintain strong relationships with key internal stakeholders and agency partners.
  • Team Support: Provide support to other immediate team members of the Marketing Strategy and Campaigns team.
  • Cross-functional Collaboration: Collaborate with the acquisition, content, and marketing automation teams.
  • Strategic Planning: Identify trends and opportunities, and take part in creative brainstorming and strategic planning.
  • Performance Analysis: Track KPIs and provide reports and performance analysis.
  • Digital Content Creation: Work closely with the Digital Demand Generation team to create class-leading content to their specified requirements for multiple campaigns and programs.
  • PPC Campaign Management: Plan, execute, and optimize large-scale performance-based PPC campaigns, mainly on Search (Google and Bing), Native platforms (Taboola and Outbrain), and programmatic media buying.

3. Campaign Manager Accountabilities

  • Channel Optimization: Own the day-to-day optimization of lead acquisition channels, in partnership with a media agency.
  • Ad Experimentation: Experiment with new tactics, ad formats, messaging, and audience targeting.
  • Vendor Coordination: Coordinate testing of new vendors, platforms, and channels for customer acquisition.
  • A/B Testing: Constantly test and iterate on lead gen forms and landing pages.
  • Performance Analysis: Analyze end-to-end campaign performance (from ad impression to purchase).
  • Media Optimization: Recommend media planning and optimization decisions based on CAC.
  • Cross-functional Collaboration: Work cross-functionally with product marketing, design, and analytics.
  • Campaign Design: Design new campaigns and tests, produce and collate creative assets, and set up measurements.
  • Sales Partnership: Develop a close partnership with the sales team to continuously improve lead quality and manage lead volume.

4. Campaign Manager Functions

  • Campaign Management: Implement campaigns including setup, launch, monitoring, tracking, and optimizing budgets, spend caps, and lead delivery.
  • Quality Assurance: Take responsibility for the QA of campaigns before launch, and troubleshoot technical issues.
  • Asset Production Collaboration: Create and collaborate with clients and internal teams to produce required assets for campaign integration, creative, copy, technical specs, links, etc.
  • Performance Monitoring: Closely monitor and communicate campaign performance data to internal teams and clients.
  • Data Analysis: Proactively create, interpret, and distribute data, reports, and dashboards.
  • Ad Spending Efficiency: Work with internal and external teams to drive the efficiency of ad spending within the network.
  • KPI Adherence: Work to strict deadlines and KPIs as set by the Marketing Manager.
  • ROI Analysis: Report on campaign return on investment and make recommendations.
  • Customer Value Analysis: Understand LTV and customer acquisition cost, as well as iterative A/B testing to help ensure campaign initiatives meet or exceed expectations.
  • Ad Network Mastery: Master the Zeeto Ad Network (ZAN), utilizing insights and data to optimize campaigns across the portfolio to deliver on individual and client KPIs.

5. Campaign Manager Job Description

  • Production Coordination: Coordinate the production of design, copy, and production.
  • Lead Optimization: Optimize the quality and quantity of inbound marketing leads and online sales.
  • Campaign Tracking: Track all campaign activity progress and ensure delivery timeframe commitments are being met.
  • Performance Reporting: Produce timely and accurate reporting on campaign performance.
  • Fulfillment Partnership: Work closely with internal and external fulfillment partners to deliver quality campaign assets that meet the brief.
  • Marketing Planning: Plan a variety of marketing campaigns for the organization (online, email automation, ATL, BTL…).
  • Content Adaptation: Define and adapt content with graphic design to suit the local market.
  • Media Liaison: Liaise with the media buying agency to execute strategy and continually optimize.
  • Campaign Delivery: Ensure all marketing campaigns are delivered on time and within budget.
  • Project Management: Manage all campaigns from beginning to end ensuring they meet the target objectives.
  • Team Collaboration: Work closely with the rest of the marketing team on campaign input.
  • A/B Testing: Test campaigns to trial new ideas for effectiveness.