Digital Campaign Production Manager

votre rôle

Within the "Campaign Production" team, the "Campaign Manager" oversees the implementation and smooth execution of Marketing Automation campaigns directed at Orange Business clients and prospects (France and International scope).

In collaboration with Campaign Owners, the Campaign Manager ensures that all necessary ingredients for a successful campaign are in place before taking charge of end-to-end execution. This role includes project management, planning, and executing "awareness" or "nurturing" campaigns aimed at identifying opportunities classified by "maturity" level and transferring them to sales teams (after qualification).

Main Activities Related to the Position:

Identification

• Collaborate with internal clients (Marketing and Communication teams, sales channels, Business Units) to identify needs and new campaign initiatives.
• Ensure campaign objectives are clear and coherent: Strategy and goals are well-defined and shared among all stakeholders (sales channels, BUs, communication teams), themes and topics are consistent, target and sales channel are identified, and communications and content are tailored to specific business profiles.
• Consider targeting criteria to optimize the effectiveness of each campaign: "the right campaign sent to the right contact."
• Identify necessary "contact" data sources for the successful triggering and execution of the campaign.
• Anticipate elements for activity tracking, campaign monitoring, and reporting on campaign effectiveness (dashboards).

Implementation and Execution

Project Management:

• Plan all steps necessary for the setup and execution of the campaign.
• Campaign Programming in Marketing Automation Tool:
  • Implement client communications (mailing).
  • Set up links to the OB website hosting campaign content or implement content pages if hosted directly on the Marketing Automation platform.
  • Establish tracking elements.
  • Set up campaign workflows: schedule sends, sequence actions (reminder emails, redirect to other content if the contact is receptive, etc.), and implement journey tracking and campaign dashboards/reporting.
  • Set up targeting: extract targeted contacts and companies from the CRM based on criteria defined in the campaign.
  • Verify the smooth execution and sequencing of the campaign through a mini pilot phase.

Campaign Launch and Monitoring:

• Inform channels and partners of the campaign launch date.
• Trigger the campaign.
• Monitor and track the campaign's progress.

Results and Continuous Improvement:

• Provide results and reports for each managed and implemented campaign.
• Contribute to identifying dysfunctions or improvement points to maximize the success of campaigns directed at clients.
• Implement A/B Testing on content when justified to maximize campaign performance.
• Share experiences and contribute to developing best practices for campaigns (targeting, content, scheduling).

Prospective Analysis:

Contribute to researching new channels or communication methods for clients. Propose and experiment with new ways to interact with clients through pilot initiatives to demonstrate the validity of the approach.