Manager - Campaign

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.