Primary Function / Position Summary:
The job of Senior Planner is critically important and requires a rare blend of analytical and intuitive skills, marketing and consumer research experience, principles and pragmatism, thoughtfulness and oratory power.
Major Responsibilities / Principal Accountabilities:聽
The Senior Planner is responsible for the consumer relevance of the brand communication strategy and execution for his/her brands.聽 Acting in concert with a team that includes clients, account managers, creatives, the Senior Planner takes a lead role in formulating consumer-driven creative briefs -- documents that help the copywriters and art directors with the message, style and tone of the campaign.聽 To do this, the Senior Planner will collaborate with the team members to explore and analyze consumer data and conduct research with a sensitive eye for insights that spark the creative process.
The Senior Planner will also be actively involved throughout the creative process, helping the agency arrive at the most powerful work by using consumers as a sounding board for ideas.聽 Again, this stage of research requires highly developed interpretive skills on the part of the Senior Planner, since he/she is on the front-line conducting and analyzing what people say about the work.
Brand communications takes many forms beyond advertising and the Senior Planner plays an important role in focusing on consumer insight-based ideas that create integrated campaigns exploiting all channels and touchpoints.
The Senior Planner must also take primary responsibility within the agency for evaluating the effects of the campaign in the marketplace.聽 This requires superimposing sales and share data with consumer research tracking brand saliency and image over time.聽
The successful Senior Planner will be a strong team player whose opinion is valued and respected by creative people and account people at the agency, and by clients in both the marketing and research areas.
聽Job responsibilities may include other duties as assigned.
Qualifications / Specific Skill Requirements: