Integrated Campaign Lead - Mid-Market Demand Generation

This role owns the strategy, orchestration, and execution governance of integrated campaigns across priority Mid-Market motions. Operating as the connective tissue between PMM, Demand Generation, channel teams, Marketing Operations, Sales, Finance, Analytics, and Product, this leader ensures campaigns move from strategy to execution without becoming disconnected channel tactics.

This role is broader than project management. It requires operating discipline, but the core value is campaign strategy, orchestration, and business accountability. This is a commercially oriented campaign owner who understands the business goal, target audience, motion, message, channel mix, readiness requirements, dependencies, and performance expectations.

The role builds on the traditional Integrated Marketing remit, while expanding the mandate to include campaign strategy, architecture, launch readiness, and campaign-level performance connection.

Responsibilities

This role owns the integrated campaign operating system across assigned pods, motions, or priority campaigns:

• Campaign architecture across product x motion (e.g., "Advanced / IES across New to Franchise, Upgrader, and DTM")
• Campaign strategy, including audience, motion, campaign thesis, behavior change, CTA, offer logic, and KPI definition
• Integrated campaign briefs that align PMM, channels, MOPs, Analytics, Sales, Finance, and execution partners
• Cross-channel orchestration across email, paid, web, lifecycle, sales, events, content, accountant, services attach, and other relevant channels
• Launch readiness, including gaps, dependencies, blockers, risks, decision needs, and greenlight inputs
• Execution governance, including workbacks, milestones, QA visibility, trafficking coordination, escalation, and operating cadence
• Campaign performance readout, connecting channel-level activity to campaign-level business outcomes
• R&R clarity across PMM, channel owners, MOPs, Sales, Finance, and leadership stakeholders

1. Campaign Strategy and Architecture
Define the campaign structure for assigned pods, products, or motions. Translate business goals into clear campaign constructs, including audience, motion, buyer problem, campaign thesis, behavior change, CTA, offer, journey, and success metric. Ensure leadership can see which campaigns exist, which are TBD, what each campaign is meant to do, and where the gaps are.

2. Integrated Campaign Brief Ownership
Own the integrated campaign brief as the source of truth for each priority campaign, clarifying:

• Business objective
• Target audience or account pool
• Product / motion focus
• Buyer insight or problem
• Campaign thesis
• PMM messaging inputs
• Primary behavior change
• Offer / CTA
• Channel requirements
• Sales handoff needs
• Measurement plan
• Dependencies and decision points

PMM contributes the product truth. Channel teams contribute execution requirements. MOPs and Analytics contribute data, routing, tracking, and reporting inputs. The Integrated Campaign Lead owns bringing those inputs into one campaign plan.

3. Orchestration Across Channels and Stakeholders
Translate the campaign brief into an integrated go‑to‑market plan across relevant channels and teams, aligning:

• Lifecycle and email
• Paid media
• Web and landing experiences
• Events and webinars
• Sales and BDR plays
• Content and creative
• Accountant / partner channels
• Services attach motions
• Industry or vertical overlays
• MOPs, routing, tracking, and reporting
• Finance or budget dependencies

The role does not execute every channel tactic — it ensures the channel work ladders back to the same campaign objective.

4. Launch Readiness and Dependency Management
Own the campaign readiness view. Identify what is ready, what is blocked, what is missing, what is at risk, and what requires a leadership…