Sr. Brand Planner

BASIC FUNCTION:

The Senior Brand Planner is ultimately responsible for developing insights that inform major communication initiatives.  The Senior Planner will lead the planning process for assigned accounts, in close cooperation with account service, analytics and creative, as a fully integrated member of the client team.  The Senior Planner will ensure that all client brand communications are consistent and reflect the key insights of the target.  This position will serve as the lead on consumer strategy development.

 

PRINCIPAL RESPONSIBILITIES AND ACTIVITIES  (In priority order)

§ Understands the client’s consumers in depth, as well as business and competitive environment and represents them throughout the advertising development process

§ Oversees accurate, insightful and actionable conclusions from a variety of information sources and contributes strategy and direction in an impactful, engaging, and precise manner

§ Responsible for creative process from strategy to concept approval.  Writes and reviews creative briefs; ensures that clear, persuasive briefings to clients and to creatives occur

§ Help shapes the “argument” to set up and sell the agency point-of-view and recommendations, especially from the consumer need and receptivity angles

§ Work with the account and analytic leads to crystallize for clients the value or return on investment of our approach and ideas, refines and improves campaigns based on results & infuses back into the planning process

§ Provides leadership and guidance to other team members on planning initiatives

§ Recommends and implements research that will aid in developing rich consumer insights that contribute to the strategic process

-  Develops accurate and insightful conclusions from primary and secondary research data – qualitative and quantitative – and presents strategy and direction to the client

-  Monitors and interprets cultural and social trends relevant to the client’s business

§ Assures quality of all projects and interpretations related to account

 

REQUIREMENTS & QUALIFICATIONS

 

Education:

§ Bachelor’s Degree required

Experience:

§ Minimum 5 years experience working in marketing, advertising or relevant social sciences

§ Experience working with brand planning techniques and the most innovative methods for obtaining consumer insight

§ Experience in working with qualitative and quantitative research methodologies, secondary research, and competitive intelligence

Knowledge:

§ Knowledge of contemporary qualitative research techniques

§ Strong interpersonal skills – good communications with both internal and external clients

§ Excellent account managerial skills

§ Working understanding of Direct Marketing

§ Able to take and defend position on planning and advertising

§ Excellent oral presenter with strong writing skills

§ Computer skills:  MS Suite, Secondary Research Databases (i.e. Simmons, Yankelovich, Roper, etc.)

 

Rapp Collins Worldwide is an Equal Opportunity Employer and values diversity and inclusion.