Main Responsibilities of a Head of Marketing Strategy at Storybook Marketing
Cami's role as Head of Marketing Strategy at Storybook Marketing involves developing both "long-term strategies" aligned with company goals and revenue targets, and "short-term campaigns" to execute those strategies. This includes audience analysis, messaging development, and cross-functional collaboration, with the execution varying depending on the size and structure of the organization, from overseeing many teams in a corporate setting to handling both strategy and execution in a startup.
Marketing Strategy, Campaign Management, Strategic Planning, Cross-functional Collaboration, Leadership
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Cami Bartel
Head of Marketing Strategy
Storybook Marketing, formerly The Knot Worldwide
Texas Christian University
MBA from Arizona State University (ASU) - W. P. Carey
Communications
Technology, Advertising, Communications & Marketing
Communication and Marketing
Honors Student, Greek Life Member
Video Highlights
1. Developing long-term marketing strategies aligned with company goals and revenue targets, including audience analysis, messaging, and brand development.
2. Creating and executing short-term marketing campaigns and initiatives to promote products, content, and events.
3. Collaborating with cross-functional teams (creative operations, sales, content, social media) to ensure effective campaign execution and alignment.
Transcript
What are your main responsibilities within your current role?
I would say both. My most recent role was marketing manager at Not Worldwide, and my current role is Head of Marketing there. My job function can be simplistically broken down into two different things: long-term strategies and short-term campaigns.
In long-term strategy, my responsibility is to look at what we're trying to achieve as a company, our goals, and our revenue targets. Then, I think about how we can align marketing to that. This includes defining our audience and their personas, how we'll reach them, what has worked in the past, and what isn't working.
I also consider our messaging, our services and products, and how we phrase our offerings, along with our brand pillars. This contributes to the holistic strategy.
The next function of my role is taking that long-term strategy and breaking it down into initiatives. I determine tactics and ways to reach our audience based on our goals. We need to have evergreen strategies and also planned peaks, like promoting a product or event. It's about making sure everything is cohesive in the short term.
This involves promoting a product, content asset, or event. We develop the strategy and then the actual campaign. My role also includes helping to execute on that.
In corporate marketing, I had to work with many different teams to launch a campaign. We collaborated with creative operations, sales, content, and social media teams, ensuring everyone was aligned and overseeing the execution. In a startup role, you handle both the strategy and the execution.
Those are some of the differences, but that is a very simplified version of what my role entails.