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Key Responsibilities and Required Skills for Campaign Specialist

💰 $ - $

MarketingDigital MarketingCampaign ManagementAdvertising

🎯 Role Definition

The Campaign Specialist is a hands-on marketing professional who plans, executes, monitors, and optimizes multi-channel customer acquisition and retention campaigns. This role develops targeting strategies, builds and launches campaigns across email, paid search, social, display and programmatic channels, analyzes performance to inform optimization and budget allocation, and coordinates cross-functionally to ensure alignment with brand, product and sales goals. The ideal candidate blends campaign execution experience with strong analytical skills, marketing automation knowledge, and a results-oriented mindset.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator or Marketing Assistant
  • Email Marketing Specialist or CRM Coordinator
  • Digital Marketing Associate or Paid Media Coordinator

Advancement To:

  • Senior Campaign Manager / Campaign Lead
  • Performance Marketing Manager
  • Marketing Manager (Acquisition, CRM, or Lifecycle)

Lateral Moves:

  • CRM/Email Marketing Manager
  • Content Marketing Manager
  • Paid Media Specialist / PPC Manager

Core Responsibilities

Primary Functions

  • Own end-to-end campaign strategy and execution for multi-channel programs (email, paid search, social, display, programmatic, and partners), translating business objectives into measurable campaign plans, timelines, and deliverables.
  • Develop detailed audience segmentation strategies and persona-targeted approaches using first- and third-party data to improve relevance and conversion rates across channels.
  • Build, configure and launch high-volume email and lifecycle campaigns in marketing automation platforms (e.g., Marketo, HubSpot, Pardot), including audience selection, creative setup, personalization tokens, delivery cadence and suppression lists.
  • Plan and manage paid media campaigns on Google Ads, Microsoft Advertising, Meta (Facebook/Instagram), LinkedIn, and programmatic DSPs — including keyword strategy, bidding, budget pacing and creative testing.
  • Create comprehensive campaign briefs and creative requirements for copywriters, designers and external agencies to ensure assets are on-brand and optimized for performance goals and channel specs.
  • Implement and maintain campaign tracking (UTMs, pixels, conversion events), coordinate tag deployments through Google Tag Manager, and validate end-to-end tracking to ensure accurate attribution and reporting.
  • Execute A/B and multivariate tests on subject lines, ad creative, landing pages, CTAs and send times, analyze results, and iterate to scale winners across channels.
  • Monitor campaign performance daily and weekly vs KPIs (CPL, CPA, CAC, CVR, CTR, Revenue) and proactively adjust targeting, creative, bids and budgets to meet or exceed goals.
  • Build and maintain dashboards and regular performance reports (Looker, Tableau, Google Data Studio, Excel) to communicate campaign health, insights and optimization recommendations to stakeholders.
  • Own campaign budget management and pacing, forecast spend, recommend reallocations across channels based on real-time performance and long-term testing results.
  • Coordinate lead handoff processes and SLAs with Sales/SDR teams, ensure data hygiene for MQL/SQL definitions, and support lead-scoring updates based on campaign behavior.
  • Conduct post-campaign analysis and produce clear, actionable insights, ROI calculations and experimentation roadmaps to enable continuous improvement across programs.
  • Manage relationships with external partners and agencies (creative, media-buying, affiliate networks), including RFPs, scope negotiation, deliverable QA, and performance review.
  • Optimize landing pages and user funnels in coordination with UX/product teams to reduce friction, improve conversion rates, and ensure consistent tracking and messaging across touchpoints.
  • Maintain strict adherence to privacy and compliance requirements (GDPR, CCPA, CAN-SPAM), ensuring consented marketing and correct data handling across campaigns.
  • Execute audience expansion and lookalike modeling strategies to scale high-performing segments while maintaining acceptable acquisition costs.
  • Configure and maintain CRM integrations to ensure accurate lead attribution, staging of audience syncs, and reliable reporting on downstream outcomes and pipeline contribution.
  • Conduct competitive and market research to refine positioning, messaging and channel selection and to surface opportunities for differentiation and expansion.
  • Facilitate cross-functional campaign review meetings and alignment sessions with Product, Sales, Creative, and Analytics to ensure shared objectives and timely campaign delivery.
  • Perform rigorous QA on email renders, ad creatives, landing pages, links, tracking pixels and form behavior across devices and browsers prior to launch.
  • Develop testing calendars and optimization roadmaps that balance experimentation with scale, documenting hypotheses, test designs, sample sizes and success criteria.
  • Stay current on channel best practices, ad platform policies, measurement changes (e.g., GA4), and emerging tools to keep campaigns competitive and future-ready.
  • Prepare executive summaries and presentations that translate technical campaign metrics into business impact and recommended next steps for senior leadership.
  • Manage and document campaign processes, runbooks and playbooks to scale repeatable, high-quality campaign execution across the marketing organization.

Secondary Functions

  • Support ad-hoc data requests and exploratory campaign analysis to answer business questions and validate hypotheses.
  • Contribute to the organization's marketing measurement strategy and roadmap, including attribution modeling and incrementality testing.
  • Collaborate with data engineering and analytics teams to translate campaign tracking needs into technical requirements and to implement robust data pipelines.
  • Participate in sprint planning and agile ceremonies with marketing operations and cross-functional teams to prioritize campaign work and remove execution blockers.
  • Provide training and enablement for internal stakeholders on campaign tools, reporting dashboards and best practices.

Required Skills & Competencies

Hard Skills (Technical)

  • Campaign management across digital channels (email, paid search, paid social, display, programmatic).
  • Marketing automation platforms (Marketo, HubSpot, Pardot, Eloqua) — setup, flows, segmentation, and reporting.
  • Paid media platforms: Google Ads (Search, Display), Meta Ads Manager, LinkedIn Ads, and familiarity with DSPs.
  • Web and campaign analytics: Google Analytics / GA4, mix modeling basics, and cohort analysis.
  • Tracking & tag management: Google Tag Manager, pixel implementation, UTM strategy and validation.
  • A/B testing and experimentation frameworks (Optimizely, VWO or native platform testing).
  • SQL for querying campaign and CRM data; comfortable extracting and manipulating datasets for ad-hoc analysis.
  • Data visualization and reporting tools: Looker, Tableau, Google Data Studio, Excel/Google Sheets (advanced formulas, pivots).
  • CRM experience (Salesforce, Dynamics) and lead lifecycle management, including lead routing and scoring.
  • Basic HTML/CSS for email edits and troubleshooting rendering issues.
  • Budgeting, pacing and bid management for performance optimization and forecasting.
  • Familiarity with privacy laws and compliance related to digital marketing (GDPR, CCPA).

Soft Skills

  • Strong analytical and problem-solving orientation with an obsession for data-driven decision making.
  • Clear, concise communication and stakeholder management — able to present complex results to non-technical audiences.
  • Project management and organization skills to manage multiple campaigns and deadlines simultaneously.
  • Creative collaboration and ability to write clear creative briefs and feedback for design/copy teams.
  • Attention to detail and quality assurance mindset to prevent executional errors.
  • Adaptability and continuous learning mindset in a fast-changing digital advertising landscape.
  • Cross-functional teamwork and influence without direct authority.
  • Time management and prioritization to balance testing, optimization, and production launches.
  • Business acumen with a focus on ROI and contribution to pipeline and revenue goals.
  • Curiosity and experimentation ethos — comfortable designing tests and iterating based on results.

Education & Experience

Educational Background

Minimum Education:

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

Preferred Education:

  • Bachelor’s degree plus professional certifications (Google Ads, Google Analytics, HubSpot Academy, Facebook Blueprint) or a Master’s in Marketing/Business Analytics for senior roles.

Relevant Fields of Study:

  • Marketing
  • Business Administration
  • Communications
  • Data Analytics / Statistics
  • Economics

Experience Requirements

Typical Experience Range:

  • 2–5 years in campaign execution, digital marketing, or marketing automation roles for mid-level positions. Entry-level hires may have 1–2 years with strong internship/project experience.

Preferred:

  • 3–6+ years managing multi-channel acquisition and lifecycle campaigns, with demonstrable results in lead generation, conversion optimization and measurable ROI. Prior experience with enterprise CRMs, marketing automation platforms, paid media accounts, and cross-functional stakeholder coordination is highly desirable.
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