What this template is for
Marketing campaigns get launched without a measurement plan, then quietly forgotten when the numbers don’t pan out. This template forces a primary KPI to be declared before launch and a measurement review sub-task to fire after - so every campaign closes with a recorded result, regardless of whether the result is good news.
It is built for marketing teams running multi-channel campaigns alongside product launches.
When to use it
Use this template for any campaign that crosses more than one channel or has a budget worth measuring. For one-off social posts or evergreen content updates, the template is overkill.
How to set it up in Jira
Create a campaigns project (or a marketing component in an existing project). Add the custom fields above to the Create Issue screen. Use Custom Fields for Primary KPI and Channels as select lists. Mark campaign name, owner, launch date, and primary KPI required-on-create.
Sub-task breakdown
- Align with product marketing and exec is the message-lock gate.
- Build creative and landing page is the production phase.
- Set up tracking and attribution is the measurement-prep step (often the most-skipped one).
- Launch across channels is the go-live.
- Monitor performance daily for first week catches creative or targeting issues early.
- Post-campaign measurement review records the result regardless of outcome.
Use STM Issue Templates to auto-create these sub-tasks on every campaign brief so the measurement-review step is never skipped - see /stm-overview/.
Fields to add to your Jira create screen
These are the fields a project admin should make sure exist on the Create Issue screen for this issue type (Project settings → Screens). Without these on the screen, reporters can't provide the information triage needs - and STM can't reference them either.
| Field | Example value | Required |
|---|---|---|
Summary | Campaign brief - AI summarisation launch webinar | Yes |
Campaign Name (custom) | AI Summarisation Launch Webinar | Yes |
Campaign Owner (custom) | Campaign manager | Yes |
Launch Date (custom) | 2026-07-15 | Yes |
Audience / Segment (custom) | Mid-market SaaS ops leaders | No |
Core Message (custom) | Headline value prop the campaign anchors on | No |
Channels (custom) | Email, paid social, in-product, partner | No |
Budget (custom) | $45k media, $20k production | No |
Primary KPI (custom) | MQLs generated | Yes |
Secondary KPIs (custom) | Pipeline influenced, demo requests | No |
Linked Launch / Product (custom) | AI Summarisation v1.0 launch Epic | No |
Component/s | campaigns, marketing | No |
Labels | campaign-2026-q3, webinar | No |
Attachments | Creative brief, landing page mockup, measurement plan | No |
Note on custom fields. STM currently supports up to 5 custom fields per template. You can add as many custom fields as you like to your Jira Create Issue screen - the 5-field limit only applies if you want STM to set or update those custom fields itself.
Sub-tasks STM creates automatically
Build an STM sub-task template containing the items below, then wire it to an On Create Issue Executor scoped to this issue type. Whenever a new issue of this type is created in the project, STM creates the full sub-task set in one step - with assignee, due date, and components inherited from the parent unless you override them.
- Align brief with product marketing and exec
- Build creative and landing page
- Set up tracking and attribution
- Launch across channels
- Monitor performance daily for first week
- Hold the post-campaign measurement review
Common questions
What is a Jira marketing campaign brief template?
It is a Jira task that captures the plan, execution, and measurement of a single marketing campaign. It records audience, message, channels, budget, primary and secondary KPIs, linked launches, and the post-campaign review. One issue per campaign creates an auditable history of what was promised, what was delivered, and what the campaign actually generated.
How do you brief a marketing campaign in Jira?
Create one Jira issue per campaign using this template before any creative starts. Populate audience, message, KPIs, and budget so reviewers have the full plan. Use sub-tasks to walk the campaign through alignment, build, tracking setup, launch, monitoring, and measurement review. Link the campaign to the parent product-launch Epic if one exists.
Should campaign briefs live in Jira or in a marketing planning tool like Asana?
If marketing already runs on Jira (common at companies where engineering and marketing share tooling), use it. Jira's strength is linking campaigns to product launches and tracking measurement as part of the same workflow. Dedicated marketing tools (Asana, Monday) are stronger on creative review workflows; Jira is stronger on cross-functional alignment with product.
What custom fields belong on a campaign brief?
Campaign name, owner, launch date, audience, core message, channels, budget, primary KPI, secondary KPIs, and linked launch. Configure Primary KPI via Custom Fields as a select list so reporting rolls up. Required-on-create for campaign name, owner, launch date, and primary KPI so no unmeasured campaigns get launched.
Automate the sub-tasks with STM
STM Issue Templates saves the sub-task list above as a reusable template and creates them on every new issue of this type - via an Executor on issue creation, on status transition, or triggered manually from the issue's "Create bulk sub-tasks" menu. STM does not change the parent issue's create screen (that's a Jira project-settings job) but it removes the manual work of creating the sub-tasks every time.
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