UK

United Kingdom · Marketing · Lead (8-12 years)

Lead Campaign Strategist

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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Free to start: a plan built for this role, and a Future Fluency module to try first. No card.

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One email: what AI is changing in this job, and where to start free. With a link back here. Nothing else follows unless you confirm your address.

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  • Experience bandLead (8-12 years)
  • Direct reportsNo direct reports
  • Reports toMarketing Automation Manager
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Campaign Lead · Marketing Strategist · Demand Generation Lead

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

OCNLR Level 4 Diploma in Digital Marketing OCN London · Level 4 · covers 3 of 10 standards
OCNLR Level 4 Certificate in Digital Marketing OCN London · Level 4 · covers 1 of 10 standards
OCNLR Level 4 Award in Digital Marketing Planning OCN London · Level 4 · covers 1 of 10 standards
Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England Pearson Education Ltd · Level 4 · covers 1 of 10 standards
OCNLR Level 4 Award in Social Media Marketing OCN London · Level 4 · covers 1 of 10 standards
OCNLR Level 4 Award in Content Marketing OCN London · Level 4 · covers 1 of 10 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Social Media Marketing OCNLR Level 4 Diploma in Digital Marketing
Digital Marketing Planning OCNLR Level 4 Certificate in Digital Marketing
Managing Marketing and Digital Communications Pearson BTEC Level 4 Higher National Certificate in Marketing Management for England
Content Marketing OCNLR Level 4 Award in Content Marketing

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Systems Fluency seeing the whole picture
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Your Plan Illustration

Built for Lead Campaign Strategist

4 units that map to this job, from the qualifications that cover it.

  1. Social Media Marketing OCN London · covers 3 of 10 standards Level 4
  2. Digital Marketing Planning OCN London · covers 1 of 10 standards Level 4
  3. Managing Marketing and Digital Communications Pearson Education Ltd · covers 1 of 10 standards Level 4
  4. Content Marketing OCN London · covers 1 of 10 standards Level 4
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Lead Campaign Strategist?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Ethical AI in Marketing & Personalisation
  • Advanced Data Storytelling for Executive Buy-in
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Lead Campaign Strategist plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

Start my Lead Campaign Strategist plan, free Ready to pay? Subscribe for £70 a month

3What this role really is

A Lead Campaign Strategist designs the strategy behind demand generation. The work involves deciding which campaigns to run, why, and how they fit into wider goals for attracting and converting prospects.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

HubSpot / Adobe Marketo Engage / Salesforce Marketing Cloud (SFMC) Expert

Designing and optimising complex, multi-branch nurture streams, implementing lead scoring and lifecycle models, troubleshooting platform issues, and overseeing campaign deployment.

Salesforce (Sales Cloud) Advanced

Creating custom reports and dashboards to track MQL-to-SQL conversion, managing data hygiene, and designing the marketing-to-sales handoff process within the CRM.

Google Analytics (GA4) / Tableau / Looker Studio Advanced

Setting up custom event tracking and conversion goals, building new dashboards to answer specific campaign performance questions, and integrating disparate data sources for unified reporting.

Asana / Monday.com / Jira Advanced

Owning and managing the entire project plan for multiple multi-channel campaigns, creating templates and automations for recurring tasks, and overseeing your team's project execution.

Segment / Tealium (CDP) Advanced

Using the CDP to build highly specific audience segments for campaign targeting, validating event data capture, and contributing to the overall customer data strategy.

Anaplan / Workday Adaptive Planning Intermediate

Providing detailed data inputs for marketing financial planning cycles, contributing to budget forecasts, and understanding the marketing performance model.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Campaign Strategy & Planning Executes pre-defined campaign tasks within a larger plan, no strategic input. Proposes minor tactical adjustments to existing campaigns; executes single-channel campaigns from brief to report. Designs multi-channel campaign programmes; makes recommendations on channel mix and messaging strategy.
Lead Lifecycle & Scoring Model Changes Updates lead statuses in CRM based on instructions. Identifies issues with lead routing or scoring; proposes minor fixes. Designs and implements changes to specific lead scoring rules or lifecycle stages.
Budget Allocation (within team's scope) No budget authority; requests resources from manager. Manages small project budgets (e.g., £1K-£5K for a single webinar platform). Manages project budgets up to £25K for complex programmes, with manager approval.
Team Management & Hiring N/A Provides informal guidance to new starters. Mentors 0-2 junior team members; provides input on performance reviews.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

MQL Generation
The number of Marketing Qualified Leads (MQLs) sourced by your team's campaigns.
Target · Source >500 qualified MQLs per quarter, with a consistent 10%+ month-over-month growth in net-new MQLs.

In Q1, your team sourced 550 MQLs, exceeding the 500 target. We'd then look at the quality of those MQLs, of course.

Pipeline Influence & Creation
The total value of new sales pipeline influenced or directly created by your demand generation strategies.
Target · Directly influence >£750K in new sales pipeline per quarter, aiming for 35%+ of total company new business bookings.

Your Q2 campaigns were attributed to £820K in new pipeline, showing a strong correlation between your strategy and sales opportunities.

Conversion Rate Optimisation (CRO)
Demonstrable improvements in key conversion points within the marketing funnel.
Target · Achieve a >10% lift on a core conversion metric (e.g., landing page conversion, MQL-to-SAL rate) via A/B testing each quarter.

You designed a new landing page test that increased demo requests by 12% for our flagship product, directly impacting lead volume.

Marketing ROI & CAC Efficiency
The return on investment for marketing spend and the efficiency of customer acquisition costs.
Target · Maintain a Marketing ROI of 3:1 or better, and reduce Customer Acquisition Cost (CAC) by 15% year-over-year through optimisation.

By optimising ad spend and improving landing page performance, your strategies contributed to a 17% reduction in CAC this year.

Strategic Alignment & Influence
How well your campaign strategies align with overall business objectives and how effectively you influence key stakeholders.
  • You're proactively consulted by Sales and Product leadership on GTM plans. Your strategic proposals are adopted, and you're seen as a trusted advisor, not just an executor. Feedback from cross-functional peers consistently highlights your collaborative approach and strategic input.
Team Development & Mentorship
Your ability to grow and develop the Campaign Specialists on your team.
  • Your direct reports show clear progression in their skills and autonomy. They consistently meet their individual performance targets. You're regularly conducting effective 1:1s, providing constructive feedback, and helping them navigate challenges. Junior team members actively seek your guidance.
Process Innovation & Standardisation
Your contribution to improving and standardising our campaign processes and playbooks.
  • You've introduced new, more efficient campaign workflows that reduce errors or time-to-launch. Your team's campaign briefs are consistently comprehensive and clear. Other teams adopt processes you've designed, showing their effectiveness and scalability.
Attribution Model Optimisation
Your efforts in refining and improving our multi-touch attribution models to give a clearer picture of marketing's impact.
  • You're actively proposing and implementing changes to our attribution models (e.g., moving beyond last-click). Your dashboards provide a more nuanced view of campaign influence across the funnel, which is understood and accepted by Finance and Sales.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Seeing Your Strategy Come to Life

You love sketching out a new demand generation funnel, then watching it get built and start delivering MQLs. The satisfaction comes from seeing your plan translate into tangible business growth.

You've just launched a new product GTM motion you designed, and the initial MQL numbers are exceeding projections. That's your fuel.

Optimising for Impact

You're constantly looking at the numbers, identifying bottlenecks, and figuring out how to squeeze more performance out of every pound spent. It's about making things work better, faster, and more efficiently.

You spend an afternoon deep-diving into attribution reports, finding that a specific content piece is consistently influencing deals, and you immediately plan to amplify it.

Building and Mentoring a Team

You enjoy guiding junior specialists, helping them grow their skills, and seeing them successfully execute the strategies you've designed. It's rewarding to build capability within the team.

One of your direct reports successfully launched their first complex multi-channel campaign, and you were there every step of the way, offering advice and support.

What frustrates people
  • The 'Dirty List': Being handed a spreadsheet of contacts from a trade show and spending a full day cleaning, de-duping, and formatting it before it can even be uploaded. It's tedious, but essential.
  • Sales Team Ghosting: Sales complaining about a lack of leads, then failing to follow up on the high-quality MQLs you send them or log their activity in Salesforce. It's a constant battle for alignment.
  • The Last-Minute 'SVP Idea': A senior executive has a 'great idea' for a campaign that needs to launch tomorrow, completely derailing your planned sprint and ignoring all established processes. It happens, and you'll need to manage expectations and re-prioritise.
  • Attribution Black Holes: Knowing your campaign influenced a massive deal, but because it wasn't the 'last touch,' your dashboard shows zero pipeline contribution, and you have to manually fight for credit. It's not always fair, but it's the reality of complex sales cycles.
  • The Brand Police: The creative team vetoing a high-performing landing page design because it uses a button colour that is 'off-brand,' prioritising aesthetics over conversion. You'll need to be able to make a strong, data-backed case.
  • 'Can you just pull a quick list?': A seemingly simple request that requires navigating three different systems, complex filtering logic, and data validation, taking half a day. You'll learn to manage these requests and educate others on the effort involved.
What this role does not give you
  • A perfectly linear, predictable work schedule. Expect some urgent requests and shifting priorities.
  • Complete control over every variable. You'll need to influence and persuade, not just dictate.
  • A role where you only focus on one channel or tactic. You'll be thinking holistically across the entire funnel.
  • A 'set it and forget it' mentality. You'll be constantly optimising, testing, and iterating.

8Who you work with

This role shapes the direction of our demand generation function, directly influencing our marketing-sourced pipeline and revenue contribution. Your strategic decisions will dictate how we allocate significant marketing budget and resources, ultimately driving the company's growth trajectory.

Inside the business
  • VP of Sales
  • Product Marketing Leads
  • Content Marketing Team
  • Sales Operations
  • Peer Lead Strategists (across different marketing functions)
Outside the business
  • Strategic Agency Partners (e.g., paid media agencies)
  • Martech Vendors (e.g., HubSpot, Salesforce)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record (5+ years) of successfully designing and executing multi-channel demand generation campaigns in a B2B environment, specifically driving MQL and pipeline growth.
  • Expert-level proficiency with at least one major marketing automation platform (e.g., HubSpot, Marketo, SFMC), including advanced workflow building, lead scoring, and reporting.
  • Advanced analytical skills, including the ability to build custom reports and dashboards in tools like Tableau or Looker Studio, and a strong understanding of marketing attribution models.
  • Demonstrable experience in leading or mentoring junior marketing professionals, with a focus on skill development and performance improvement.
  • Strong understanding of the sales process and how marketing activities directly contribute to sales pipeline and revenue.
  • Excellent project management skills, capable of overseeing multiple complex campaigns simultaneously and managing dependencies.

10What to practise next

Where the job is going, and what to do about it starting this week.

Composability & Martech Stack Integration

The trend is moving away from monolithic platforms towards 'composable' stacks—best-of-breed tools connected via APIs. You'll need to understand how to evaluate, select, and integrate these tools to build a truly flexible and powerful marketing ecosystem.

API Fundamentals (REST, GraphQL) · Data Orchestration & ETL · Vendor Evaluation Frameworks · System Architecture Diagrams

  • This month: Research 'composable CDP' or 'martech integration platforms'.
  • Next quarter: Map out our current martech stack, identifying key data flows and potential integration points.
  • Month 3-6: Participate in a vendor evaluation process for a new tool, focusing on its integration capabilities.
  • Ongoing: Stay updated on new martech innovations and how they could enhance our existing stack.

Quick win: Identify one manual data transfer process in your current workflow and research if an existing API or integration tool could automate it.

Predictive Analytics for Campaign Optimisation

Moving beyond historical reporting, predictive analytics uses machine learning to forecast future campaign performance, identify high-value segments, and even suggest optimal budget allocation. This allows for proactive rather than reactive strategy adjustments.

Regression Analysis for Forecasting · Classification Models for Lead Scoring · Customer Lifetime Value (CLV) Prediction · A/B Testing with Bayesian Statistics

  • This month: Explore predictive features within your existing marketing automation or CRM (e.g., Salesforce Einstein).
  • Next quarter: Take an online course on basic predictive modelling concepts (e.g., on Coursera or DataCamp).
  • Month 3-6: Work with a data analyst (if available) to build a simple predictive model for MQL conversion.
  • Ongoing: Apply predictive insights to adjust campaign targeting or budget allocation, tracking the impact.

Quick win: Use your current data to manually forecast next month's MQLs based on historical trends, then compare it to actuals to start building your predictive intuition.

11Staying current once you are in

What people here do to keep up
  • Regularly attend industry webinars and conferences (e.g., Marketing Nation Summit, HubSpot INBOUND, B2B Marketing Expo) to stay ahead of trends.
  • Subscribe to leading marketing publications and blogs (e.g., Marketing Week, Chief Marketer, Forrester, Gartner) for strategic insights.
  • Actively participate in online communities or forums for marketing automation users to share knowledge and troubleshoot challenges.
  • Seek out opportunities to mentor junior colleagues or participate in cross-functional working groups to broaden your influence and leadership skills.
  • Undertake specific training on advanced data analytics or visualisation techniques to enhance your data storytelling capabilities.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Ethical AI in Marketing & Personalisation

AI is becoming central to segmentation, content generation, and predictive analytics. However, growing concerns around data privacy, bias in algorithms, and 'dark patterns' mean marketers need to be highly aware of ethical implications. Regulators are watching, and customer trust is paramount.

  • Algorithmic Bias Detection
  • Transparency & Explainable AI (XAI)
  • Privacy-Preserving AI
  • Human Oversight & Intervention

Advanced Data Storytelling for Executive Buy-in

As data volumes explode, the ability to simply 'report numbers' isn't enough. Senior leaders need clear, concise narratives that explain what the data means for the business and what action they should take. It's about translating complex analytics into strategic decisions, especially when you're asking for more budget.

  • Narrative Structure & Arc
  • Audience-Centric Storytelling
  • Visualisation Best Practices
  • Call to Action & Impact Statement

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Multi-touch Attribution Modelling
  • Lead Lifecycle Management
  • Audience Segmentation & Personalisation
  • A/B & Multivariate Testing
  • Demand Generation Funnel Architecture
  • Campaign Orchestration

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Senior Campaign Specialist

    3-5 years in this role before Lead

    Skills to master

    • Mastering multi-channel campaign orchestration, advanced marketing automation workflows, and demonstrating strong analytical skills to optimise programme performance. You'll need to show you can lead projects end-to-end and mentor junior colleagues.

    You're ready to move on when

    • Consistently exceeding programme-level MQL and pipeline targets.
    • Successfully managing complex, multi-channel programmes with minimal supervision.
    • Proactively identifying and solving campaign-related problems.
    • Receiving positive feedback on mentorship and collaboration from junior team members and peers.
  2. 2

    Marketing Analyst (with Campaign Focus)

    4-6 years in this role before Lead

    Skills to master

    • Deep expertise in marketing analytics, attribution modelling, and data visualisation. You'd need to develop a stronger understanding of campaign execution and strategy, moving from just reporting to actively designing campaigns based on your insights.

    You're ready to move on when

    • Building advanced attribution models that provide actionable insights.
    • Consistently identifying significant opportunities for campaign optimisation through data analysis.
    • Proactively translating analytical findings into strategic recommendations for campaign managers.
    • Demonstrating an understanding of the practicalities of campaign execution and automation platforms.
  3. 3

    Product Marketing Manager

    5-7 years in this role before Lead

    Skills to master

    • A strong understanding of product positioning, messaging, and go-to-market strategies. You'd need to develop a deeper specialisation in demand generation tactics and the operational aspects of campaign execution and optimisation.

    You're ready to move on when

    • Successfully launching multiple products or features with strong GTM plans.
    • Developing compelling product messaging that resonates with target audiences.
    • Collaborating effectively with sales and marketing teams to drive product adoption.
    • Showing a keen interest and aptitude for the operational side of demand generation.

15Where this role leads

The long view: This role can lead to VP of Marketing, overseeing the whole marketing function, or Head of Revenue Operations, joining up marketing, sales and customer success.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Lead Campaign Strategist is actually changing.

Where it leads

Roles this leads to

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Social Media Marketing, worked against Lead Campaign Strategist.

Social Media Marketing Level 4

Applied to your work in Lead Campaign Strategist

The objective of this unit is to equip learners with the knowledge and skills to effectively utilise social media for marketing purposes. Learners will understand the role of social media in marketing, identify different platforms and their target audiences, develop social media marketing strategies, create engaging content, manage online communities, and analyse campaign performance.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

Start my Lead Campaign Strategist plan, free
See Your Progress Grow Illustration
Lead Campaign Strategist
  • Multi-touch Attribution Modelling
  • Lead Lifecycle Management
  • Audience Segmentation & Personalisation
  • A/B & Multivariate Testing
  • Demand Generation Funnel Architecture
  • Campaign Orchestration
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Lead Campaign Strategist is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Marketing Automation Manager (L5)

    3-5 years as Lead Campaign Strategist

    This is a significant step, moving from strategy architect to owning the entire martech stack and managing a larger team, including other Leads or Senior Specialists.

    • Martech Stack Architecture & Governance
    • Advanced Data Governance & Privacy Compliance
    • API Integration Strategy & Oversight
    • Cross-departmental Process Standardisation

  2. Director of Demand Generation (L6)

    5-8 years as Lead Campaign Strategist (or 2-3 years as Manager)

    This role involves owning the entire marketing pipeline number, shaping business unit strategy, and working closely with Sales leadership at a senior level. It's about driving the overall growth engine.

    • Enterprise Demand Generation Strategy
    • Market Expansion & International GTM
    • Sales & Marketing Alignment at Scale
    • Advanced Revenue Operations (RevOps) Concepts
Working with AI on the job

Working with AI

Where AI is starting to help

Imagine having more time to focus on the big strategic questions, rather than getting bogged down in repetitive tasks. That's the reality with AI in marketing. For a Lead Campaign Strategist, AI isn't just a nice-to-have; it's a superpower that amplifies your impact and frees you up to innovate.

In this role, you're constantly juggling strategic planning, team management, and campaign optimisation. AI tools can take a significant chunk of the tactical burden off your plate, allowing you to dedicate your energy to refining our demand generation funnels, mentoring your team, and driving measurable growth. It's about working smarter, not just harder.

AI-Powered Copywriting & Variant Generation

Use tools like Jasper or Copy.ai to instantly generate 20 variations of an email subject line, ad headline, or social post. Feed it your top-performing copy and ask it to create new versions in the same tone, then quickly review and select the best ones. This frees up your team's time for more creative, high-level messaging.

Predictive Audience Segmentation

Leverage AI models built into your CDP or MAP (e.g., Salesforce Einstein) to analyse behavioural data and automatically identify high-intent audience segments that would be impossible to find with manual rules-based queries. This means more precise targeting and better campaign results with less manual data crunching.

Competitor Campaign Intelligence

Use AI-powered competitive intelligence tools to monitor competitor ad copy, landing pages, and email campaigns. Get automated alerts and summarised reports on their go-to-market strategy, informing your own campaign planning and helping you spot opportunities or threats faster than ever before.

Automated Reporting Narrative

Connect your analytics platforms to an AI tool that drafts the initial narrative for your weekly and monthly performance reports. It identifies trends, highlights anomalies, and provides a written summary, turning a 2-hour task into a 15-minute review. This gives you back valuable time for deeper analysis and strategic thinking.

Common questions

Common questions

How do you become a Lead Campaign Strategist?

Common routes in include Senior Campaign Specialist (3-5 years in this role before Lead), Marketing Analyst (with Campaign Focus) (4-6 years in this role before Lead) and Product Marketing Manager (5-7 years in this role before Lead). Times vary with prior experience.

Where can a Lead Campaign Strategist progress to?

This role can lead on to Marketing Automation Manager (3-5 years as Lead Campaign Strategist) and Director of Demand Generation (5-8 years as Lead Campaign Strategist (or 2-3 years as Manager)), depending on the skills you build.

What new skills matter most for a Lead Campaign Strategist?

Increasingly, Ethical AI in Marketing & Personalisation and Advanced Data Storytelling for Executive Buy-in. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

Or try another one

17Where to go from here

Other roles at Level 5

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

Skills built in this role carry across industries, particularly B2B SaaS, FinTech, EdTech and other technology-driven sectors. Demand generation, marketing automation and data-driven strategy are useful wherever growth matters.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Lead Campaign Strategist plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.