Torchora
Back to Home

Key Responsibilities and Required Skills for Marketing Campaign Specialist

💰 $50,000 - $85,000

MarketingDigital MarketingCampaign ManagementGrowth

🎯 Role Definition

The Marketing Campaign Specialist designs, launches, optimizes, and reports on multi-channel marketing campaigns to generate qualified leads, drive customer acquisition, increase retention, and maximize ROI. This role manages end-to-end campaign execution across email marketing, paid social, paid search, display, programmatic, and partnership channels while leveraging marketing automation platforms, analytics tools, and creative teams to hit performance targets. Ideal candidates combine tactical execution with strategic thinking, strong data literacy, and clear communication for cross-functional impact.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Marketing Coordinator with hands-on campaign experience across email and social channels
  • Digital Marketing Assistant focused on PPC, social ads, or email execution
  • CRM/Email Marketing Specialist responsible for lists, segmentation and automation

Advancement To:

  • Senior Campaign Manager / Campaign Lead
  • Marketing Manager — Demand Generation or Performance Marketing
  • Growth Marketing Manager or Head of Demand Generation

Lateral Moves:

  • Content Marketing Manager (campaign-focused content strategy)
  • Product Marketing Manager (go-to-market execution)
  • CRM Manager / Marketing Automation Specialist
  • Marketing Analytics or Performance Analyst

Core Responsibilities

Primary Functions

  • Develop and own the end-to-end campaign plan: define objectives, target audiences, channel mix, budgets, timelines, creative needs, and success metrics to achieve acquisition, activation, retention and revenue goals.
  • Build detailed campaign briefs and creative requirements for design and copy teams, ensuring messaging aligns with brand guidelines and conversion objectives across landing pages, emails, display creative and social assets.
  • Configure and execute email marketing programs from segmentation and personalization to scheduling, automation workflows, dynamic content and suppression logic using platforms such as HubSpot, Marketo, Pardot or similar.
  • Plan, launch, and optimize paid search and paid social campaigns (Google Ads, Microsoft Ads, Meta Ads, LinkedIn Ads, X/Twitter Ads) including keyword strategy, audience targeting, bidding strategies, ad copy tests, and performance tuning to lower CPA and maximize ROAS.
  • Manage programmatic display, retargeting and prospecting campaigns with attention to creative rotation, frequency caps, viewability and brand safety standards; collaborate with DSP vendors and partners as needed.
  • Implement and manage tracking across campaigns including UTM tagging, conversion tracking, server-side or client-side events, and integration with analytics and attribution tools for accurate channel performance measurement.
  • Analyze campaign performance using GA4, Looker, Tableau, or Excel/Sheets to identify trends and optimization opportunities; present actionable insights and next-step recommendations to stakeholders.
  • Own campaign reporting cadence, build dashboard visualizations, and deliver weekly/monthly performance summaries that surface KPIs (CTR, CVR, CPA, CPL, CAC, LTV, revenue, pipeline contribution).
  • Conduct A/B and multivariate testing across subject lines, creative, CTAs, landing pages and audience segments to improve conversion rates and lifetime value; interpret test results and scale winning variations.
  • Design and execute audience segmentation and targeting strategies (first-party data, CRM segments, custom audiences, lookalikes) to increase relevance, engagement and conversion across lifecycle stages.
  • Manage marketing automation workflows, lead scoring models, and handoff processes to sales/BDR teams to ensure timely follow-up and accurate pipeline attribution.
  • Coordinate with Sales, Product, Creative, Legal and Data teams to align campaign messaging, offers, pricing, compliance (GDPR/CCPA) and promotional calendars.
  • Oversee campaign budgets, pacing and vendor invoices; forecast spend and outcomes for quarterly planning and ensure campaigns deliver to target ROI thresholds.
  • Develop landing pages and conversion funnels in collaboration with web/UX teams, ensuring clear value propositions, on-brand design and optimized forms for lead capture and tracking.
  • Lead creative iteration cycles by providing data-driven feedback to designers and copywriters, prioritizing high-impact creative tests and versions.
  • Manage external agencies, freelancers and channel partners; define SLAs, review deliverables, and ensure execution quality and timeliness.
  • Execute influencer and partnership campaigns when relevant: develop outreach lists, negotiate terms, manage content approvals and measure performance against partnership KPIs.
  • Maintain up-to-date documentation of campaign processes, tagging conventions, audience taxonomies, playbooks and SOPs for consistent execution and scale.
  • Monitor competitive activity and market trends to inform campaign opportunities, channel shifts and messaging adjustments; translate market intelligence into tactical tests.
  • Drive cross-channel attribution modeling experiments and collaborate with analytics teams to improve multi-touch attribution, incrementality testing and media mix optimization.
  • Troubleshoot campaign delivery and performance issues including deliverability, ad disapprovals, tracking discrepancies and platform outages; implement corrective actions quickly.
  • Mentor junior campaign specialists or coordinators, providing training on tools, testing methodology, reporting best practices and cross-channel tactics.

Secondary Functions

  • Support ad-hoc data requests and exploratory data analysis.
  • Contribute to the organization's data strategy and roadmap.
  • Collaborate with business units to translate data needs into engineering requirements.
  • Participate in sprint planning and agile ceremonies within the data engineering team.
  • Assist product and sales teams with campaign-aligned content calendars, product launches, and go-to-market activities.
  • Provide creative input and QA for email, landing page and ad creative to ensure technical readiness and consistent messaging.
  • Help maintain subscriber health and deliverability best practices (list hygiene, suppression, re-engagement campaigns).
  • Coordinate post-campaign retrospectives and document learnings to continuously improve playbooks and reduce time-to-launch for future campaigns.

Required Skills & Competencies

Hard Skills (Technical)

  • Marketing automation platforms: HubSpot, Marketo, Pardot, ActiveCampaign — experience building complex nurture flows, triggers and scoring.
  • Paid media execution: Google Ads (Search & Shopping), Meta Ads Manager, LinkedIn Ads, and familiarity with programmatic DSPs.
  • Web analytics & attribution: Google Analytics (GA4), Tag Manager, conversion tracking and multi-touch attribution basics.
  • Email marketing best practices: segmentation, personalization, deliverability, templating (HTML email knowledge a plus).
  • A/B testing and experimentation tools: Optimizely, VWO, Google Optimize, or platform-native testing capabilities.
  • Data analysis & visualization: Excel/Sheets advanced functions, SQL basics for data pulls, and dashboarding tools (Looker, Tableau, Power BI).
  • Landing page/CRO tools: Unbounce, Instapage, Contentful or CMS integrations and form handling.
  • CRM integration & lead management: Salesforce or similar CRM experience for campaign-to-sales workflows and attribution.
  • Tagging & tracking implementation: UTM conventions, GTM setup and troubleshooting cross-domain tracking, pixels and server-side events.
  • Basic HTML/CSS or familiarity with front-end constraints to troubleshoot email and landing page rendering issues.
  • Familiarity with privacy and compliance requirements: GDPR, CCPA, CASL and email opt-in/opt-out best practices.

Soft Skills

  • Strong project management with the ability to juggle multiple campaigns, deadlines and cross-functional stakeholders.
  • Analytical mindset with comfort translating data into actionable optimizations and recommendations.
  • Excellent written and verbal communication; able to write compelling briefs, reports and stakeholder updates.
  • Creative problem-solving and a test-and-learn attitude toward new channels and tactics.
  • Detail-oriented with strong QA discipline for tracking, budgets and creative assets.
  • Collaborative team player who can coordinate across marketing, product, sales and external partners.
  • Time management and prioritization skills, particularly in fast-paced, performance-driven environments.
  • Empathy for customer journeys and ability to craft messaging that resonates at each funnel stage.
  • Resilience and adaptability as platforms, algorithms and compliance landscapes change.
  • Leadership and mentorship capability to upskill junior colleagues and drive process improvements.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's degree in Marketing, Communications, Business, Advertising, or a related field (or equivalent practical experience).

Preferred Education:

  • Bachelor's or Master's degree plus certifications in digital marketing, Google Ads, Google Analytics (GA4), HubSpot/Marketo certifications or a growth marketing bootcamp.

Relevant Fields of Study:

  • Marketing
  • Communications
  • Business Administration
  • Advertising
  • Data Analytics or Statistics

Experience Requirements

Typical Experience Range: 2–5 years of hands-on campaign management experience across digital channels; 3+ years preferred for mid-level roles.

Preferred:

  • Demonstrable experience running full-funnel digital campaigns that drove measurable leads, revenue or retention improvements.
  • Proven track record with marketing automation platforms, paid media platforms and analytics tools.
  • Experience working with CRMs (Salesforce), reporting tools (Looker/Tableau), and some SQL or analytics capability to extract and interpret campaign data.
  • Previous agency-side or in-house experience managing multiple stakeholders, budgets and external partners is a plus.
Explore More Careers