It takes a wide spectrum of experience, knowledge and skills to design and run an effective search marketing campaign, particularly if it's a major campaign for a large company. While there's no substitute for hands-on experience, there are a number of good books that can help people get up to speed with the basics of search marketing. However, most SEO/SEM books tend to focus on the tactics of optimization or managing paid links.
A new book from SES veteran speakers Mike Moran and Bill Hunt goes beyond the tactical level of search marketing, drawing on their experiences running the huge global effort for IBM.com. It's an excellent read for anyone, regardless of skill level. I've got a complete review in today's SearchDay article, The Business of Search Engine Marketing.