Multichannel Campaign Management
A campaign only works when every channel points at the same audience, the same offer and the same page. I plan, launch and run multichannel campaigns so your email, search, social and display behave as one program with one set of results.
Multichannel campaign management is the work between the idea and the result. It covers the brief that defines the audience, offer and goal, and the channel plan that decides where budget and effort go. It also covers the landing pages and tracking that capture the response, and the reporting that shows what happened. This work runs through most of my twenty years in digital marketing, from multichannel and direct-mail campaigns for subscription-based instructional web communities to email, social, display and search programs at UnitedHealth Group.
I start from the decision the campaign has to support, not from the channel list. Every campaign gets a written brief with your audience, your offer, the action you want from them and the metric that counts as success. Channels earn a place in the plan by how well they reach that audience at that moment. I then sequence them so paid search, email, social and display reinforce each other, land on the same page and feed the same tracking. That keeps the results readable when the campaign closes.
Campaigns run on other people's calendars, so I work inside the team rather than beside it. I write the requirements and design briefs that creative and development teams build from. I coordinate landing pages, tracking and A/B tests with the people who own them, and keep a single schedule where every dependency is visible. At Bio-Techne I did this inside an Agile team. At Polaris I aligned website work with product launches alongside product, creative and marketing teams.
What campaign management includes
Campaign Brief
A short brief that states the business goal, audience, offer, primary call to action, success metric and budget split, agreed with stakeholders before any creative or media work begins.
Channel Plan and Calendar
A channel-by-channel plan showing which audiences each touchpoint reaches, what message and asset it carries, when it goes live and how it hands off to the next step.
Tracking Plan
A measurement spec covering UTM naming conventions, conversion events, form submissions and the analytics views or dashboards where each channel's results will be read during and after the campaign.
Landing Page Requirements
Page requirements and design briefs for the campaign destination: message match with each channel, form fields, thank-you flow, tracking tags and the A/B test variants to prepare.
Launch Checklist and QA
A pre-launch checklist covering links, tracking, rendering, legal or regulatory approval and handoffs, with user acceptance testing on each asset before it goes live.
Performance Readout
A dashboard during the flight and a written readout at the close: results by channel against the brief's metric, what the A/B tests showed, and what to change next time.
How I run a campaign
Define the brief
I settle the goal, the audience and the single action the campaign should produce with you, then write the brief and get it approved before anything is designed or scheduled.
Plan the channels and page
I choose and sequence the channels, set the budget split, specify the landing page and tracking, and build a calendar with every dependency and owner visible.
Build, test and launch
Creative, content and development teams work from my briefs. I review each asset, run the pre-launch checklist and acceptance tests, and confirm tracking fires before the first send or impression.
Monitor, adjust and close out
During the flight I watch the dashboard, shift budget and messaging toward what is working, and at the end deliver a readout with decisions for the next campaign.
Where this comes from
I have spent twenty years building and running customer-facing websites, content programs and multichannel campaigns. At TN Marketing I led acquisition and retention through multichannel and direct-mail campaigns for subscription web communities. At UnitedHealth Group I developed and managed digital programs across email, social, display, SEO and SEM, defined the KPIs and reported performance through Google and Adobe Analytics. More recently I prioritized awareness, lead and conversion campaigns for Bio-Techne inside an Agile team and aligned website work with product launches and campaign priorities at Polaris.
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 manage in a multichannel campaign?
Email, paid search, social, display, landing pages and promotional or event tactics, depending on where your audience is. I have run programs across email, social, display, SEO and SEM at UnitedHealth Group and email, event and promotional tactics at Bio-Techne. The channel mix follows the brief rather than the other way around.
Do you build the creative and send the emails yourself?
Usually not. I write the briefs, requirements and schedule, and your creative, content and development teams produce the assets, with me reviewing each one before launch. For smaller teams I can work hands-on in platforms such as Mailchimp and Google Ads, and I settle that split with you at the start.
How do you measure a multichannel campaign?
Against the single success metric written into the brief, with results broken out by channel. Before launch I set up UTM conventions, conversion events and a dashboard in Google Analytics or Adobe Analytics so every channel reports into the same view. After the campaign closes you get a written readout with what each channel contributed and what I would change.
Can you run campaigns that need legal or regulatory review?
Yes. At UnitedHealth Group I ensured healthcare content met strict regulatory, risk and security standards while managing programs across email, social, display and search. I build review and approval time into the campaign calendar from the first draft, so compliance is a planned step rather than a late surprise.
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Tell me what the campaign needs to produce, which channels are on the table and when it has to be live. I will tell you what a workable plan looks like and where the risks are.