Campaign Manager

Primary Focus:
To design, execute, and optimize targeted merchant campaigns that drive product fit, adoption, and
retention across the existing merchant base. The Campaign Manager owns the end-to-end campaign
lifecycle—from identifying the right merchant segments to evaluating the offer fit and tracking
campaign success.

Key Responsibilities:
1. Campaign Strategy & Planning
• Collaborate with Customer Success, Product, and Data teams to define campaign objectives.
• Select target merchant segments based on product gaps, lifecycle stage, or risk indicators.
• Design relevant product offers or value propositions for each campaign.
• Work with Pricing and Product teams to structure compelling, commercially viable offers. 

2. Target List Creation & Merchant Allocation
• Analyse merchant data to build precise, high-potential target lists.
• Collaborate with Cross & Upsell, Retention, and Channel teams to allocate merchants and
avoid overlap.
• Ensure targeting aligns with account ownership structures and portfolio segmentation.

3. Campaign Execution
• Coordinate multi-channel campaigns (phone, email, SMS, digital) with internal teams.
• Brief Cross & Upsell Consultants and Customer Success teams on campaign objectives and
messaging.
• Manage campaign cadences, tracking timelines and activity milestones.

4. Performance Tracking & Optimization
• Monitor campaign engagement, conversions, and merchant feedback in real-time.
• Identify gaps in offer fit, messaging, or targeting and adjust as needed.
• Track leading and lagging indicators to evaluate commercial impact and customer outcomes.

5. Offer Suitability & Fit Assessment
• Post-campaign, assess whether the offer met merchant needs and drove intended outcomes.
• Collect qualitative and quantitative feedback from merchants and internal teams.
• Recommend refinements to product bundling, pricing, or future campaign targeting.

6. Cross-Functional Collaboration
• Work closely with Product, Pricing, Data, and Customer Success teams to ensure campaigns
align with broader growth, retention, and product penetration goals.
• Provide insights from campaigns to improve future offer design and merchant engagement
strategies.

• Drives targeted product penetration across existing merchants.
• Supports sustainable revenue growth by ensuring merchants adopt the right product mix.
• Enhances retention by providing tailored, relevant offers based on merchant needs.
• Provides actionable merchant insights to inform product, pricing, and channel strategies.

Key Competencies:
Campaign Design & Planning
Structures effective, targeted campaigns aligned to merchant needs.
Data Interpretation
Uses merchant data to segment, target, and assess offer fit.
Product Fluency Deep understanding of the Omni-Product suite and how offers add
value.
Communication & Briefing Clearly communicates campaign objectives to internal teams.
Project Management Coordinates multiple activities and stakeholders to deliver on time.
Stakeholder Collaboration Works seamlessly with Product, Data, Pricing, and Customer Success
teams.
Commercial Acumen Balances offer attractiveness with revenue and profitability
objectives.
Continuous Improvement Uses data and feedback to refine campaign approaches.

KPI’s

Leading Indicators (Proactive Inputs)
Number of targeted campaigns launched Measures proactive engagement with merchant base.
% of target list engaged Reflects effectiveness of merchant allocation and outreach.
Product recommendations made per merchant Shows relevance and tailoring of campaign offers.
Campaign briefing completion rate Ensures internal alignment before execution.
Feedback collected during campaign Enables real-time optimization and future improvements.

Lagging Indicators (Outcomes & Results)
Conversion rate (product adoption) Primary measure of campaign success and offer effectiveness.
Product penetration increase per merchant Indicates growth in product adoption and merchant value.
Revenue uplift from targeted campaigns Tracks commercial contribution of campaigns.
Merchant satisfaction with campaign offers Reflects offer relevance and quality of merchant experience.
Retention rate in campaign-exposed merchants Demonstrates link between campaigns and long-term retention.