Campaigns and Marketing Operations
A campaign is a system of channels, landing pages, tracking and follow-up that has to work as one. I plan multichannel programs, run them with your team, and report on the leads they produce.
I have run campaigns from several seats. I planned digital media at FRWD@Bain. At UnitedHealth Group I developed and managed programs across email, social, display, SEO and SEM, defined the KPIs and reported performance through Google and Adobe Analytics. At Bio-Techne I prioritized multichannel campaigns for awareness, leads and conversion, coordinating landing pages, tracking and A/B tests in an Agile team. Earlier, at TN Marketing, I led acquisition and retention through multichannel and direct-mail campaigns.
Marketing operations is the part of campaign work that decides whether results repeat. I set up the campaign brief, the tracking plan, the landing pages and the reporting before anything launches. Then I run the program with your design, content and development teams, in whatever delivery rhythm you already use, and report against the KPIs you and I agreed on. The goal is a program your team can keep running after I step back.
Campaign and marketing operations services
Multichannel Campaign Management
Campaigns planned and run across email, social, display, search and web, with one brief, one tracking plan and one report.
Learn moreEmail and Marketing Automation
Email programs and automated journeys built in Mailchimp or Salesforce, from list strategy and segmentation to templates, testing and reporting.
Learn moreSocial Media and Display Advertising
Social and display campaigns planned around audience, creative and landing page, with tracking that ties spend to leads.
Learn moreLead Generation Programs
Programs that connect offers, landing pages, forms and follow-up so that qualified leads reach sales with the context they need.
Learn moreFractional Digital Marketing Leadership
Part-time digital marketing leadership for teams that need a roadmap, priorities and an experienced hand without a full-time hire.
Learn moreHow I run campaigns
One Tracking Plan
Every campaign starts with a tracking plan that names the KPIs, the conversion events and the tags that fire them. Reporting in Google or Adobe Analytics then describes what happened without guesswork.
Landing Pages Included
A campaign is only as good as the page it sends people to. I build and optimize the landing pages alongside the channel plan, with A/B tests scheduled from the start rather than added later.
Built to Repeat
I document briefs, review steps, approval paths and launch checklists as I go. Your team gets a process it can run on the next campaign, including the regulatory and brand reviews that healthcare and other regulated industries require.
Three ways to engage
Every engagement starts with a conversation about goals. From there it usually takes one of these shapes, and it can move between them as the work matures.
Assessment
A fixed scope with a defined deliverable: a review of one area, findings ranked by impact and effort, and a plan your team can start on the next day.
Program
Ongoing work against a roadmap we set together, with KPIs agreed up front and a regular readout on what shipped, what moved and what comes next.
Fractional Leadership
Part-time or interim ownership of the digital marketing function: priorities, roadmap, KPIs and direction for your teams and agencies.
Where this comes from
The operations side of this work comes from running it at UnitedHealth Group, Bio-Techne and Polaris. At UnitedHealth Group I led process re-engineering across cross-functional teams. I also directed creative services and made sure healthcare content met strict regulatory, risk and security standards. At Bio-Techne I executed email, event and promotional tactics alongside the campaign plan. At Polaris I maintained the dashboards that guided roadmap decisions with product, creative and marketing teams.
See my experienceBrittany has a wide array of digital marketing skills. She is proficient in Google Analytics, campaign creation and execution, and can compile results and make recommendations for next steps. She is also willing to make the extra effort to get the job done.
Director of Marketing, Membership Corporation of America
Worked on the same team
Frequently asked
Which channels do you run campaigns in?
Email, social, display, paid search and the website, with direct mail where it fits. The channel mix follows the audience and the offer, not a default list. I plan the campaign as one program with shared tracking, so each channel's contribution shows up in the same report.
Do you work inside our email and marketing automation platform?
Yes. I have worked in Mailchimp and Salesforce and can build and run programs in your account, or document the setup and train your team to run it. Either way the list strategy, segmentation, templates and reporting are set up so they survive a handoff.
What does fractional marketing leadership look like in practice?
A set number of days or hours each week or month, in which I own the digital marketing roadmap, set priorities and run the team's delivery rhythm. It suits companies that need senior direction but not a full-time hire. The scope and cadence are agreed up front and reviewed as the work settles.
How do you measure whether a campaign worked?
Against the KPIs you and I set in the brief before launch, usually leads, conversions and cost per lead rather than impressions alone. Tracking is specified in a plan, tested before launch and reported through Google Analytics or Adobe Analytics. The report says what changed, why, and what the next campaign should do differently.
Let's talk about your next campaign
Tell me what you are launching, who it is for and when it needs to go live. I will tell you what the program needs and where I can help.