Integrated Campaign Strategist

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How will you make a difference to PMI?

PMI is looking for an Integrated Growth Marketing Strategist to own the end-to-end, cross-channel activation strategy, bringing email, web, social, paid media, and content together into one cohesive approach rather than separate channel plans.

This role maintains a strong understanding of business performance, customer behavior, lifecycle trends, market dynamics, and seasonal opportunities to proactively identify and recommend initiatives that drive growth. The Strategist defines how audiences are reached and activated across the full channel mix, how channels and formats work together to achieve campaign objectives, and how performance is measured and optimized holistically.

With a deep understanding of both B2B and B2C audiences, the Strategist translates business and growth objectives into integrated activation strategies and provides clear direction to channel owners and agency partners for execution.

This is a senior individual-contributor role with direct accountability for growth and activation performance. The Strategist works closely across Marketing and other key functions to connect campaign performance to measurable business outcomes across the full customer funnel.

What you’ll bring to the role:

Campaign Activation Strategy & Channel Design

• Own the end-to-end, cross-channel activation strategy for integrated campaigns — treating paid media, email, web, social, and content as one holistic system rather than separate channel plans.
• Translate campaign and lifecycle objectives directly into a single, integrated activation plan — defining channel mix, format investment, and audience segmentation across channels, rather than aggregating plans built independently by channel owners.
• Direct channel owners and the agency in executing against the strategy; incorporate their channel-specific expertise and ideas into the strategy without ceding ownership of it.
• Identify opportunities for personalization, segmentation, and audience relevance across the full activation plan.

Paid Media Strategy & Agency Oversight

• Set paid media strategy and activation design — platform selection, format strategy, targeting approach — for campaigns executed by the agency.
• Review and approve agency media plans against activation strategy and growth goals; provide strategic direction and briefs, not just timeline coordination.
• Hold the agency accountable to performance and strategic fit, partnering on in-flight optimization and test-and-learn/new-channel pilots.

Growth & Performance Goal Ownership

• Maintain a strong pulse on overall business performance, audience behavior, market dynamics, and seasonal or cultural moments to identify and recommend campaign initiatives and optimizations that can drive growth, engagement, conversion, or lifecycle impact.
• Set and own performance goals for campaign activation and growth marketing — conversion, funnel/pipeline impact, channel efficiency (e.g., CAC, ROAS, cost-per-conversion), and lifecycle impact.
• Proactively track and report on activation and growth performance; drive optimization recommendations rather than only summarizing results after the fact.
• Partner with Product Marketing, which owns product performance and usage metrics, to maintain a shared view of business impact from awareness/activation through product adoption.

Cross-Functional & Executive Coordination

• Serve as the central strategic lead across dependencies, roles, and timelines for integrated campaigns.
• Facilitate campaign kickoffs, checkpoints, and retrospectives; represent activation strategy and growth performance directly to senior stakeholders, including CMO/VP-level review of media plans and channel investment.
• Partner with Regional Marketing to align global and regional execution requirements.

Operational Excellence & Process Leadership

• Define and evolve the operating model, templates, and workflows for activation strategy and growth performance — not only apply existing ones.
• Ensure campaign documentation is clear, accurate, and consistently maintained across a broader and more complex set of workstreams.
• Identify and lead process improvements that reduce friction between strategy, channel owners, and agency execution.

Role Qualifications:

• Bachelor's degree in Marketing, Communications, Business, or related field.
• 8–10 years of experience in integrated marketing, growth marketing, or performance marketing, including direct ownership of paid media strategy and planning (not solely coordinating with a paid media function).
• Proven track record of driving strong campaign performance across the end-to-end customer lifecycle, directly contributing to business performance and growth.Demonstrated experience setting and being accountable to growth/performance targets, not only reporting on channel activity.
• Experience managing agency relationships at a strategic level — briefing, directing, and holding agencies accountable to performance — rather than coordinating deliverables and timelines.
• Comfortable working in a matrixed, cross-functional environment with senior stakeholder visibility.
• Familiarity with marketing automation platforms, CRM systems, analytics/performance dashboards, and project management tools.
• Activation Strategy Ownership: Designs channel-agnostic activation strategy — not just coordination — across paid, owned, and earned channels.
• Business & Customer Acumen: Demonstrates strong curiosity about broader business performance, customer behavior, and audience needs, understanding how to build effective growth strategies across both B2B and B2C contexts.
• Paid Media & Performance Marketing Acumen: Deep fluency in paid channel formats, targeting, platforms, and performance metrics (CAC, ROAS, conversion).
• Growth Goal Ownership: Sets, owns, and is accountable for growth/activation performance targets.
• Agency Strategic Management: Directs and holds agency partners accountable at a strategy level, not only an execution level.
• Cross-Channel Judgment: Understands how channels work together and makes format/investment tradeoffs across them.
• Executive Communication: Clearly represents strategy and performance to senior stakeholders, including CMO/VP-level review.
• Analytics Literacy: Interprets performance dashboards and translates data into optimization decisions.
• Content & Messaging Awareness: Ensures narrative consistency across all campaign components.
• Adaptability: Comfortable working in fast-paced, dynamic environments with shifting priorities.
• Proficiency in PMI's business language (English).
• Some travel, possibly up to 15%, conditions permitting. Requirements include ability to travel nationally and globally and may occur over weekends or holidays.