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Key Responsibilities and Required Skills for Campaign Manager

💰 $ - $

MarketingDigital MarketingPerformance Marketing

🎯 Role Definition

A Campaign Manager is responsible for planning, executing, optimizing, and reporting on multi-channel marketing campaigns that drive measurable business outcomes. This role focuses on performance marketing across paid search, paid social, display, programmatic, and email channels, ensuring campaigns meet KPIs such as conversion volume, CPA, ROAS, and lifetime value. The Campaign Manager partners with creative, analytics, product, and sales teams, manages budgets and vendor relationships, and continually iterates using data-driven experiments and attribution modeling.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator
  • Digital Marketing Specialist
  • Paid Media Specialist

Advancement To:

  • Senior Campaign Manager
  • Digital Marketing Manager / Performance Marketing Manager
  • Head of Performance Marketing / Director of Acquisition

Lateral Moves:

  • Account Manager (agency)
  • Product Marketing Manager
  • CRM / Lifecycle Marketing Manager

Core Responsibilities

Primary Functions

  • Develop and execute end-to-end paid media campaigns (search, social, display, programmatic, video, and retargeting) aligned to business goals, audience segments, and lifecycle stages to maximize conversions and lifetime value.
  • Own campaign strategy and media plans, including channel selection, audience targeting, creative briefs, bidding strategy, and budget allocation to meet CPA, ROAS, CAC and revenue targets.
  • Set up, QA, and launch campaigns in ad platforms (Google Ads, Meta Ads Manager, DV360/The Trade Desk, LinkedIn Ads, TikTok Ads) with precise tracking, conversion events and UTMs to ensure accurate measurement.
  • Monitor daily campaign performance and pace budgets to achieve efficiency goals, adjust bids, and reallocate spend across channels to maximize ROI and meet weekly/monthly targets.
  • Design and run A/B and multivariate tests across creative, copy, landing pages, audiences, and bid strategies; analyze results and implement winning variants to scale performance.
  • Build and maintain attribution models and measurement frameworks (first-touch, last-touch, data-driven, incrementality testing) in partnership with analytics and data teams to improve decision-making and reporting accuracy.
  • Create granular performance dashboards and weekly/monthly executive reports using Google Analytics 4, Looker Studio, Tableau, or internal BI tools; translate metrics into clear recommendations and action plans.
  • Collaborate with creative and content teams to develop high-performing ad assets, including static and dynamic creatives, video scripts, and responsive ads, ensuring on-brand messaging and best practices for each channel.
  • Implement conversion rate optimization (CRO) initiatives on landing pages and funnels, partnering with UX/Product teams and using heatmaps, session replays, and A/B testing platforms like Optimizely or VWO.
  • Maintain and audit tracking, pixels, and tag management (Google Tag Manager, tracking pixels, server-side tagging) to guarantee data integrity for performance measurement and attribution.
  • Manage agency and vendor relationships including briefing, performance monitoring, contract negotiation, and ensuring Service Level Agreements (SLAs) and deliverables are met.
  • Forecast campaign performance and build models for budget planning, seasonality management, incrementality scenarios, and scale projections to inform quarterly and annual planning.
  • Optimize creative and audience segmentation for lifecycle campaigns and retention efforts in CRM and email platforms (Braze, Mailchimp, Salesforce Marketing Cloud) to reduce churn and increase repeat purchase rates.
  • Coordinate cross-functional launch plans for product features, promotions, and geographic expansions with product, sales, and operations to ensure on-time execution and integrated measurement.
  • Conduct competitive and market analysis (audience trends, channel benchmarks, keyword research, share-of-voice) to identify growth opportunities and inform campaign strategy.
  • Ensure compliance with platform policies, data privacy regulations (GDPR, CCPA) and internal brand safety standards; implement consent and data controls across tracking and measurement systems.
  • Drive operational excellence by documenting SOPs, campaign templates, and runbooks for campaign setup, creative production, tagging, daily optimizations, and closing processes.
  • Troubleshoot delivery, tracking, and attribution issues in collaboration with engineering and analytics teams; rapidly identify root cause and deploy fixes to minimize downtime and data loss.
  • Mentor and train junior marketers and interns on campaign setup, reporting best practices, and platform optimizations to build team capability and scale execution.
  • Lead post-campaign analysis and performance retrospectives that extract learnings, quantify attribution insights (incrementality, lift studies), and recommend permanent process improvements.
  • Implement advanced bidding strategies (smart bidding, target CPA/ROAS, portfolio bidding) and leverage automation and scripts while maintaining human oversight to maximize performance.
  • Manage paid media budgets across channels, maintain pacing and burn-rate discipline, and produce reconciled spend reports for finance and leadership review.
  • Drive cross-channel integration and orchestration (paid + organic + email + SEO) to maximize funnel efficiency, reduce overlap, and improve overall marketing ROI.

Secondary Functions

  • Support ad-hoc performance analyses and exploratory reporting requested by stakeholders or leadership.
  • Contribute to the development of the organization’s measurement strategy and roadmap, including migration plans (e.g., UA -> GA4) and server-side tracking.
  • Collaborate with business units to translate commercial objectives into channel-specific execution plans and engineering requirements for measurement.
  • Participate in sprint planning, agile ceremonies, and campaign prioritization meetings with product and engineering teams.
  • Maintain up-to-date documentation of campaigns, audience segments, and creative asset inventories for reuse and auditability.
  • Coordinate with legal and compliance to review promotional terms, privacy notices, and third-party data usage agreements.
  • Assist in RFP creation and evaluation when assessing new ad tech vendors, DSPs, or measurement partners.
  • Provide training materials and run workshops for cross-functional stakeholders on basic ad platform reporting and how to interpret key metrics.

Required Skills & Competencies

Hard Skills (Technical)

  • Google Ads (Search, Shopping, Display, Video) — campaign setup, bidding strategies, and optimization.
  • Meta (Facebook & Instagram) Ads Manager — audience building, ad sets, creative optimization, and pixel setup.
  • Programmatic buying experience (DV360, The Trade Desk) and familiarity with PMP and RTB workflows.
  • Analytics and reporting tools: Google Analytics 4, Looker Studio, Tableau, or Power BI for building dashboards and insights.
  • Attribution and measurement: experience with multi-touch attribution, data-driven attribution models, and incrementality testing.
  • Tagging and tracking: Google Tag Manager, pixel implementation, server-side tagging, and troubleshooting tracking issues.
  • SQL for ad hoc queries and data validation; familiarity with data warehouses (BigQuery, Snowflake) is a plus.
  • CRM and email platforms: Braze, HubSpot, Salesforce Marketing Cloud, or equivalent for lifecycle and retention campaigns.
  • A/B testing/CRO tools: Optimizely, VWO, or Google Optimize and experience designing statistically valid experiments.
  • Excel / Google Sheets advanced skills: pivot tables, VLOOKUP/XLOOKUP, and modeling for budget and forecast analysis.
  • Familiarity with ad tech concepts: DSPs, SSPs, DMPs, cookies vs. server-side IDs, and privacy-safe targeting approaches.
  • Basic HTML/CSS understanding to quickly QA landing pages and ad creative rendering issues.
  • Experience with automation and scripts (Google Ads scripts, rules) to scale optimizations and reporting.

Soft Skills

  • Strong analytical mindset with the ability to translate complex datasets into clear, actionable recommendations and narratives for stakeholders.
  • Excellent project management and organizational skills to coordinate multi-channel launches, deadlines, and cross-functional dependencies.
  • Clear verbal and written communication; able to brief creative teams, present performance to executives, and write concise performance summaries.
  • Business acumen and commercial focus — prioritizes actions that move key business metrics like revenue, CAC, LTV, and ROAS.
  • Problem solving and troubleshooting under pressure when delivery or measurement issues arise.
  • Collaborative team player who can influence without direct authority and build productive relationships across product, engineering, creative, and sales.
  • Curiosity and continuous learning orientation to stay current with platform changes, privacy updates, and emerging channels.
  • Attention to detail and commitment to data quality, tracking integrity, and accurate reporting.
  • Time management and ability to prioritize multiple campaigns and requests in a fast-paced environment.
  • Leadership and mentorship capability to coach junior team members and scale best practices.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Business Administration, Communications, Advertising, Economics, or a related field — or equivalent practical experience.

Preferred Education:

  • Master’s degree in Marketing, Digital Marketing certificate (e.g., Google Ads/Analytics certifications), or specialized training in data analytics or advertising technology.

Relevant Fields of Study:

  • Marketing
  • Business Administration / Management
  • Communications / Advertising
  • Data Analytics / Economics
  • Computer Science (for tracking and analytics-focused roles)

Experience Requirements

Typical Experience Range: 3–6 years of hands-on experience managing paid media campaigns, ideally in an agency, in-house growth team, or performance marketing role.

Preferred:

  • 4–7+ years with demonstrable results scaling acquisition channels, optimizing budgets for ROAS/CPA, and experience across both paid search and paid social.
  • Proven track record with platform certifications (Google Ads, Meta Blueprint) and experience implementing advanced measurement frameworks (GA4, server-side tracking, or tag management).
  • Experience with cross-functional stakeholder management, vendor negotiation, and leading post-campaign analysis or lift studies.
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