Key Responsibilities and Required Skills for Brand Campaign Manager

🎯 Role Definition

The Brand Campaign Manager is responsible for planning, executing, measuring and optimizing integrated brand campaigns across paid, owned and earned channels. This role blends brand strategy, creative collaboration, media planning, data-driven optimization and stakeholder management to drive awareness, consideration and long-term brand equity. The ideal candidate demonstrates strong campaign execution experience across TV, digital, social, OOH and experiential channels, deep familiarity with measurement frameworks and a proven track record of driving efficient reach and engagement while protecting brand voice and guidelines.

📈 Career Progression

Typical Career Path

Entry Point From:

Marketing Coordinator / Marketing Specialist (brand-focused)
Paid Media Specialist / Social Media Manager
Account Executive at creative or media agency

Advancement To:

Senior Brand Campaign Manager
Brand Director / Head of Brand Marketing
Marketing Communications Director

Lateral Moves:

Performance Marketing Manager
Content Strategy Lead
Product Marketing Manager

Core Responsibilities

Primary Functions

Develop and execute end-to-end brand campaign strategies that align with overarching marketing and business objectives, including awareness, consideration, preference and brand health goals.
Lead integrated campaign planning across paid, owned and earned channels (TV, video, display, social, audio, OOH, SEM, influencers, content and experiential) to maximize reach and resonance with target audiences.
Define campaign goals, KPIs and measurement frameworks (e.g., reach, frequency, brand lift, CPM, CTR, viewability, engagement, aided/unaided awareness) and translate them into actionable media plans and reporting dashboards.
Manage media planning and allocation of budget across channels; collaborate with media planners, agency partners and internal stakeholders to optimize spend for both short- and long-term brand impact.
Collaborate closely with creative teams, designers and copywriters to brief, iterate on and approve creative assets, ensuring all executions adhere to brand guidelines and campaign objectives.
Oversee campaign production, timelines and asset management; coordinate motion, art, audio and editorial production across internal and external teams to deliver high-quality creative on schedule.
Manage relationships with external agencies (creative, media, PR, influencer, production) and vendors; establish clear scopes, SLAs, performance expectations and feedback cycles.
Execute audience segmentation and targeting strategies using first-, second- and third-party data to improve message relevance while safeguarding privacy and compliance (e.g., CCPA, GDPR).
Implement and optimize paid media buys across programmatic, social (Meta, TikTok, X), display, video (YouTube, connected TV), and search where appropriate; negotiate rates and monitor delivery.
Establish and monitor real-time campaign performance through dashboards (e.g., GA4, Looker, Tableau, Data Studio) and make iterative optimizations to creative, placements, bids and targeting.
Run A/B and multivariate tests for creative, messaging, landing pages and calls-to-action to improve brand recall and engagement metrics while preserving long-term equity.
Manage cross-functional stakeholder communications, including weekly status updates, executive summaries, post-campaign analysis and presentations that translate insights into actionable recommendations.
Drive brand measurement programs such as brand lift studies, panel research, surveys and econometric modeling in partnership with analytics and insights teams to quantify campaign impact on brand metrics and sales.
Ensure consistent brand voice and visual identity across all campaign touchpoints; enforce brand governance, legal review and regulatory compliance for claims, endorsements and sponsorships.
Lead influencer and partner marketing initiatives: identify partners, negotiate deals, coordinate creative briefs, and measure contribution to brand KPIs and engagement.
Own campaign calendar and go-to-market sequencing to maximize seasonal and product moments, coordinating launches with PR, product, retail and sales teams.
Forecast campaign outcomes, model budget scenarios and produce ROI and ROAS analyses that inform future planning and resource allocation.
Identify and mitigate campaign risks (e.g., brand safety, fraud, viewability, creative fatigue) through proactive monitoring, vendor audits and adoption of verification tools (e.g., Moat, Integral Ad Science).
Mentor and manage junior members of the campaign team; provide guidance on campaign best practices, creative feedback and cross-channel strategy.
Prepare comprehensive post-campaign analyses and “lessons learned” documents, synthesizing performance, creative effectiveness and audience insights to inform future campaigns.
Maintain up-to-date knowledge of media trends, platform changes, privacy regulations and emerging channels (e.g., CTV, audio streaming, VR/AR) to continuously evolve the brand’s media mix.

Secondary Functions

Support competitive and market research to identify white-space opportunities, category trends and consumer insights to inform creative direction and channel strategy.
Facilitate cross-functional workshops to align marketing, product and sales leaders on campaign priorities, timing and measurement.
Contribute to content calendars and owned-channel amplification strategies (email, blog, social) to extend campaign reach and nurture audiences.
Provide ad-hoc marketing analytics requests and collaborate with analytics teams for deeper attribution and incrementality studies.
Help coordinate events, sponsorships and experiential activations that support brand storytelling and campaign objectives.
Maintain relationships with ad tech vendors and recommend new platforms or tools that improve campaign efficiency, targeting or measurement.
Ensure campaign assets, rights and licensing are documented and maintained for audit, re-use and regional adaptation.
Support crisis communications or brand reputation management activities in collaboration with PR and legal teams.

Required Skills & Competencies

Hard Skills (Technical)

Campaign Strategy & Execution: Proven experience developing and running integrated brand campaigns across TV, digital, social, OOH and experiential channels.
Media Planning & Buying: Familiarity with media planning methodologies, negotiating with vendors, and managing media budgets.
Paid Social & Programmatic: Hands-on experience with Meta Business Manager, TikTok Ads, X Ads, Google DV360, The Trade Desk or equivalent platforms.
Analytics & Measurement: Proficiency with measurement tools and frameworks including GA4, Adobe Analytics, brand lift studies, attribution modeling and basic econometrics.
Reporting & Dashboarding: Ability to build and maintain dashboards in Looker, Tableau, Data Studio or Excel to track KPIs and present performance insights.
Creative Briefing & Production: Skilled at writing clear creative briefs, managing production timelines and providing constructive creative feedback.
Data & Audience Segmentation: Experience using first- and second-party data, CRM (Salesforce, HubSpot) and DMP/segmentation tools to target audiences.
SEO & SEM Fundamentals: Basic understanding of search marketing and how organic and paid search support brand campaigns.
Ad Verification & Brand Safety: Knowledge of viewability, fraud prevention, and verification tools (IAS, Moat, DoubleVerify).
Budgeting & ROI Analysis: Comfortable building media plans, forecasting spend, performing ROAS/ROI analysis and optimizing campaign economics.
Martech & Ad Tech Integration: Understanding of ad servers (Campaign Manager), tag management, pixels and CDPs.
Microsoft Excel/Google Sheets: Advanced skills for modeling budgets, pacing, and performance scenarios.
Basic SQL (preferred): Ability to query data for ad-hoc analyses and collaborate effectively with analytics teams.

Soft Skills

Strategic thinking and big-picture orientation with attention to executional detail.
Excellent verbal and written communication; strong presentation skills for stakeholders and executives.
Cross-functional collaboration and stakeholder management across agencies, creative teams, product and sales.
Project management and prioritization: ability to manage multiple campaigns, deadlines and complex asset schedules.
Analytical mindset with curiosity to dig into data and draw actionable insights.
Creative sensibility and ability to give constructive feedback to designers and copywriters.
Adaptability and comfort working in a fast-paced, ambiguous environment.
Leadership and mentorship: ability to coach junior marketers and lead cross-team initiatives.
Negotiation skills for vendor and partner contract discussions.
Problem-solving orientation, proactive ownership and a bias for action.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s degree in Marketing, Advertising, Communications, Business Administration, or related field.

Preferred Education:

Master’s degree or MBA in Marketing, Brand Strategy, or related discipline (preferred but not required).

Relevant Fields of Study:

Marketing
Advertising
Communications
Business Administration
Media Studies
Psychology (consumer behavior)

Experience Requirements

Typical Experience Range:

3–7 years of progressive marketing experience with at least 2+ years specifically managing brand campaigns or integrated marketing programs.

Preferred:

5+ years managing multi-channel brand campaigns with experience at an agency or in-house brand/marketing team.
Demonstrated success driving measurable brand metrics (awareness, consideration, brand lift) and integrating qualitative and quantitative measurement approaches.