What to look for when hiring a campaign manager
Whether you’re a first-time candidate or seasoned pro, running for office is a HUGE undertaking. A good team and a great campaign manager can make or break your race and drastically shape your experience.
It might feel natural to turn to a friend or someone already in your inner circle, but that can be a mistake. Campaigns aren’t just about loyalty; they’re about experience, judgment, and the ability to execute a winning strategy. You need someone who will hold you accountable, laugh with you, and push you when your tank is empty. Here are a few points to consider when searching for your perfect match.
Don’t Just Pick a Friend
Your bestie knows you, they love you, and they always have your back — but those traits are not always the right traits for you as a candidate. Campaigns require tough calls, relentless structure, and a clear head, things that personal ties can cloud.
A manager must handle pressure, keep staff and volunteers focused, manage their time effectively, and prevent them from blurting out everything that comes to mind. Friends absolutely still have their pivotal roles on your team, but the campaign manager’s chair shouldn’t be filled just because of personal ties.
We’ve seen campaigns fail because the manager was a pal who didn’t know how to say “no,” or who had no campaign experience but did have the whole ear and trust of the candidate. AND, I’ve seen campaigns where friends thrive in other roles: event host, cheerleader, kitchen-table therapist. Don’t confuse personal closeness with professional readiness.
Experience Matters
Campaigns are complicated: compliance, fundraising, media relations, field organizing, and digital strategy. A strong campaign manager knows how all the moving parts fit together and has the experience to make them work for you. This isn’t a natural instinct; sometimes the “obvious” choice can be the worst strategically. Vet your applicants carefully, ask about past campaigns, how they handled setbacks, and what measurable results they achieved. This does not have to be just wins; wins are great, but the ability to pivot when things go sideways is just as important. Experience means they won’t just talk about strategy; they’ll know how to deliver it.
Complement Your Strengths (and Weaknesses)
As a candidate, you bring your own strengths to the table. But no one has it all. Having your name on the ballot can sometimes cloud your judgment, and the right campaign manager balances you out.
If public speaking is your superpower but organization isn’t, you need someone who thrives on structure and follow-through. If you love policy but hate fundraising, find someone who isn’t afraid to lead donor outreach. You don’t need a mirror of your skills; you need a counterweight.
Think of it like building a puzzle: you don’t want pieces that duplicate what you already have. You want pieces that fill the gaps. When you find someone who enjoys the parts of campaigning you secretly dread, that’s gold.
Communication and Trust
Here’s the real deal: your campaign manager is the one person who will know everything. They will know when you’re exhausted, when you’re frustrated, when you’re regretting your choices. You have to feel comfortable being completely honest with this person, even in your ugliest moments, and trust that they’ll both protect your confidence and give you the straight truth. If you don’t trust your manager enough to hear “you blew that conversation” or “you need to apologize,” you’ve hired the wrong person. Good communication and trust aren’t just nice to have; they’re survival tools.
Red Flags to Watch Out For
Sometimes knowing what not to hire is just as important:
If someone only talks about themselves and not about how they’ll support you.
Suppose they seem obsessed with clout and proximity more than field work. If they are looking at you but yearning for that higher profile race — hard pass.
If they promise “easy wins” or downplay the areas that will require grit and hard work, they are wrong; there is no such race.
If they don’t have a plan to help you shine without putting themselves center stage — RUN.
A little skepticism at the start can save you from a lot of heartbreak later.
A TRUE Partner in the Work
Ultimately, your campaign manager isn’t just a staff member; they’re your partner on this journey. They are your co-pilot.
They carry you at your low points, share your values, and translate your vision into action. They’ll be there when things get tough, and things will get tough. Choose someone who can lead, adapt, and strengthen the places where you’re vulnerable.
You Deserve the BEST
This year has been hard. Yet somehow, you still want to serve. And because you’re stepping up, you deserve the very best. The right campaign manager is more than a scheduler or strategist. They’re the steady hand guiding you through late nights, curveballs, and impossible choices. Choose someone who brings out the best in you, who you can collapse in front of when the day is over, and who deserves to stand beside you when you make history.
If you want a consulting team that will stand by you and treat you like a human being beyond the campaign, book a FREE 15-minute call today to see how we can help.