Campaign Manager

A campaign manager plans and manages a marketing campaign for a media product. They decide how the product will be promoted and coordinate the work so the campaign runs to time and reaches the right audience.

Organising advertising and promotion

The campaign manager organises advertising and promotion across different media. Launching a digital comic called Sky Pirates for 9 to 12 year olds, they could place free sample pages in a school reading app, book animated adverts before craft videos on a video-sharing site, hand out character bookmarks at a weekend comic market, and run a design-a-pirate competition on the comic's website. Each medium reaches the same audience: children who already read comics online, plus the adults who buy for them. Reusing the same logo, tagline and release date everywhere means the comic is recognised whatever the audience is looking at.

Arranging promotional interviews

The campaign manager may arrange promotional interviews to raise awareness. For Sky Pirates they could book the illustrator for a live Q&A on a book-review video channel and record a chat with the writer for a comic shop's online reading club. They agree the key messages with the interviewee beforehand and check the interview goes out when the audience is likely to be online. This helps because viewers already trust the channel or club, so the comic feels worth trying.

A senior role across the phases

This is a senior role: the campaign manager leads the campaign, makes the big decisions and coordinates other people's work, such as briefing a graphic designer on the advert artwork. Their work spans the phases — planning in pre-production, checking adverts and interviews appear during production, and reviewing which promotion worked best in post-production. If one advert gets little response, they shift effort to another medium so the whole campaign stays joined up.