Interactive Marketing Strategist

The job is upstream of execution — defining which interactive channels get budget, what audiences are targeted, how attribution will be measured, and what success actually looks like before a campaign brief is written. The actual building — ad sets, landing pages, email flows — gets handed to specialists or agencies. Your job is to make sure they're building the right things.

Most of the work involves briefing, reviewing, and challenging. You write the strategic rationale for a channel allocation, review creative that came back from the agency, and push back when the attribution logic in the dashboard doesn't match what the customer journey actually looks like. Stakeholder communication is constant — translating channel metrics into language finance and leadership understand, and defending budget decisions with data rather than instinct.

The measurement layer is what separates a strategist from a coordinator. Being able to define attribution before the campaign starts — not just measure it afterward — means the data that comes back is actually usable. Campaigns that run without a clear measurement plan produce noise; strategies that defined their success criteria upfront produce insight. That discipline is harder to maintain than it sounds, especially under pressure to launch quickly.