Campaign Managers devise and run marketing campaigns for products, services or events that target consumers or other businesses. Usually working under a head of marketing but managing a marketing team, campaign managers oversee campaigns in a variety of formats.
The day-to-day
Typically a campaign manager will:
Conceptualize campaigns (create ideias);
Devise B2C (business to consumer) or B2B (business to business) integrated marketing campaigns with the aim of acquiring and retaining customers;
Manage the implementation, tracking and measurement of marketing campaigns;
Brief and oversee the work of internal and external agencies, such as designers, animators and printers, who will deliver much of the campaign activity;
Work within a budget and report any overspend;
Write, edit and proofread copy for promotional materials within marketing campaigns;
Ensure that the organisation’s brand and identity is adhered to in campaigns and in all communication channels;
Deliver regular reports of campaign results, including web analysis and evaluation of KPIs;
Maintain regular measurement of the ROI of campaigns;
Ensure accuracy of marketing materials and provide formal sign off if necessary;
Collect and use data to inform new campaigns and the evaluation of existing campaigns;
Take responsibility for the organisation of any trade shows or exhibitions;
Administer the website(s);
Keep abreast of current trends in marketing.
Key skills
Management skills: As a campaign manager you will devise marketing plans but your team or external agencies will deliver them. Therefore, campaign managers need to guide their team and establish parameters but also delegate rather than micro-manage.
Communication skills: Excellent writing skills are a pre-requisite as you will frequently have to write copy for marketing promotions. But campaign managers also need pristine speaking skills. They have to manage relationships with agencies and third parties as well as persuade a non-marketing audience, such as senior level managers within the organisation, of the wisdom of proposed campaigns.
Project management skills: As a campaign manager you will have to work with a budget, meet deadlines for multiple projects and ensure ROI on marketing campaigns. You will need to manage the organisation’s output effectively and intervene if things are going off-track.
Numerical skills: A challenging combination, perhaps, but campaign managers need to be good with words and numbers. You will need to acquire data and use it to target selected groups, as well as analyse the success or otherwise of campaigns.
Demands are mixed. Occasionally, employers are looking to attract recent graduates but more commonly between two and five years’ experience in marketing, specifically in developing marketing campaigns, is sought.
