The primary duty of the Account Planner is to use primary and secondary research to uncover customer insights and develop consumer-driven strategies and marketing plans that can be implemented into cross-channel touch points – ultimately resolving client business challenges and needs. Overall, the Account Planner has the responsibility for:
- understanding consumer issues
- conducting research
- leveraging insights
- writing strategy briefs
- guiding creative brief direction and messaging
- developing and project managing strategy plans
- Research, analytics and measurement initiatives for our clients and needs to be fully immersed in a client’s business and category.
- Web and E-commerce strategy
- Social media strategy and implementation
- Brand management and integration
- Mobile application and marketing strategies
- Website and Intranet design and development (including CMS and Portal solutions)
- Usability testing
- Online marketing
Specific accountabilities and job functions include:
- Work with the Director on planning/strategy schedules and processes
- Lead, write/develop, project manage and review all marketing and strategyplans created for all clients
- Oversee implementation of approved plans and strategies
- Lead a strategy session prior to development of creative brief – and then provide clearly defined, concise information on the product/service, marketenvironment, target audience and strategy so the creative team can develop ideas applicable to the media channel(s) that will promote the idea most effectively
- Review creative brief key message and info and provide any additional research/insights for teams
- Develop primary research techniques to unearth customer insights that spark the creative process
- Conduct quarterly (or as needed) research to monitor and report on markettrends, marketing trends, cultural trends and social trends and their impact on consumers’ attitudes, behaviors and perceptions
- Proactively provide research results to internal and external clients, including recommendations for changes, improvement and optimization
- Schedule quarterly meetings with selected account leads, creatives and directors to work on identifying business-building opportunities with client partners
- Act as a catalyst to the brand team in seeking out new ways to add value to the brand presentation and in indentifying future opportunities
- Ensure that confidentiality is maintained in the collection, maintenance, and dissemination of highly sensitive information
- Attend creative and account services meetings, as well as meetings with clients (this may include travel)
- Keep Account Services and Creative Director up to date on project status and progress
- Ensure all items are reviewed by Account Services and/or a Creative Director before they are sent to clients
- Make internal and client presentations (this may include travel)
- Enter billed time daily in order to properly bill clients for services rendered
- Make any revisions as directed by the client or supervisors
- Work collaboratively with the Creative team, Account Executives and clients
- Perform various other duties as may be assigned from time to time
General requirements:
- Requires an undergraduate degree in Advertising, Marketing, Journalism, or related field
- Prefer two (2) to four (4) years (or the equivalent) agency experience increative or account services department
- Prefer proficiency with Microsoft Office programs, Keynote and all Macintosh programs
- Previous research and account strategy experience and knowledge is needed
- Ability to help clients solve complex communication problems, and a strong business understanding
- Strong analytical and strategic thinking ability, attention to detail and a willingness to learn and grow
- Ability to adapt to changing conditions, including redefining responsibilities as appropriate
- Ability to work well with others, including internal and external contacts
- Must have strong presentation skills, as well as excellent written and verbal communications skills in both raising questions and describing/clarifying findings
- Ability to make original observations and develop fact-based strategic insights that effectively communicate the value of proposed ideas and actions
- Must grasp industry and competitor information and integrate that knowledge into recommendations and planning materials
- Puts personal perceptions aside and acts as the consumer’s voice within the agency
Please send resumes to Mary Kate Gulick at marykateg@ervinandsmith.com.
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