Role Purpose:
The Manager - Campaign will be the central point of coordination across our marketing, commercial, and retail teams ensuring our go-to-market (GTM) plans are integrated, timely, and effective.
The role holder will bring structure and cohesion to how we plan, priorities, and execute marketing campaigns across both our e-commerce app and brick-and-mortar retail businesses. The Manager Campaign will establish frameworks, processes, and rhythms that help our teams work as one unified marketing engine delivering impactful campaigns that drive customer growth, sales, and brand equity.
Role Details Key Responsibilities and Accountabilities:
Campaign Planning & Coordination
- Lead the end-to-end campaign planning process from brief to execution ensuring alignment between e-commerce, retail, and marketplace commercial teams.
- Create and manage an annual and quarterly campaign calendar that integrates key business priorities across both digital and physical channels.
- Facilitate cross-functional campaign kick-offs, ensuring clarity on objectives, audience, timelines, and deliverables.
- Maintain visibility of all marketing activities to avoid duplication and improve efficiency.
Campaign Prioritization Framework
- Develop and implement a tiering and prioritization model for campaigns, ensuring focus and resourcing are aligned with business impact.
- Partner with senior marketing and commercial leaders to evaluate and rank campaign opportunities based on strategic importance, revenue potential, and customer impact.
- Manage governance processes to ensure that campaign priorities are communicated, agreed upon, and executed consistently.
Cross-Functional Project Management
- Serve as the operational bridge between marketing, retail operations, e-commerce, and commercial teams.
- Drive accountability by managing campaign timelines, deliverables, and dependencies across teams.
- Identify and remove roadblocks to ensure on-time and high-quality delivery.
- Support the creation of clear documentation (briefs, workback schedules, post-mortems, campaign reports).
Campaign Measurement & Analysis
- Partner with the insights and performance marketing teams to design campaign measurement frameworks.
- Consolidate post-campaign reporting to evaluate ROI, customer engagement, and commercial uplift.
- Lead campaign retrospectives to capture learnings and improve future GTM planning.
Process Improvement & Governance
- Build and evolve campaign management processes, templates, and tools (e.g., campaign tracker, planning dashboards, Asana/Notion boards).
- Champion cross-functional alignment and communication through regular planning sessions, WIPs, and reporting routines.
- Serve as the voice of integration ensuring both online and offline marketing activities reinforce one another.
People & Organization Responsibilities
- Proactively identify and seek professional development opportunities to improve leadership and technical skills pertaining to the direct line of work
- Apply and follow MAF Retail's People & Organization corporate policies and relevant procedures and instructions
- Provide training and feedback to direct repartees when required
Definition of Success
- A unified marketing calendar that aligns e-commerce, retail, and commercial teams.
- Clear campaign tiering and prioritization, with resources focused on the highest-impact initiatives.
- Faster and smoother GTM execution across teams.
- Improved post-campaign analysis and learnings feeding into future plans.
- Greater collaboration and reduced duplication between online and offline marketing activity.
Functional/Technical Competencies
- Basic SQL or data querying knowledge to pull campaign data independently.
- Understanding of MarTech ecosystems (e.g., CDPs like Segment or mParticle).
- Experience in retail or CPG categories, where omni-channel GTMs are common.
- Familiarity with brand compliance and creative production workflows.
Qualification, Experience & Skills:
Minimum Qualifications/Education
- Bachelor's degree in Marketing, Business Administration or related field.
Minimum Experience
- 5+ years experience in marketing or campaign/project management roles (ideally in retail, e-commerce, or FMCG).
Skills
- Proven success in managing cross-functional campaigns across digital and physical channels.
- Strong project management and organisational skills - able to manage multiple campaigns simultaneously.
- Experience building and optimising marketing processes and governance frameworks.
- Excellent communication, stakeholder management, and facilitation skills.
- Analytical mindset - comfortable interpreting performance data and turning insights into actions.
- Familiarity with campaign management tools (e.g., Asana, Trello, Airtable) and marketing analytics platforms.
