As a member of the Account Team at Digitaria, the primary function of the Senior Account Planner is to be the voice of the consumer. The Account Planner should use research data to identify, plan and constructively apply digital solutions that appeal to both the priorities of the client and the consumer.
The primary responsibility of this individual is to pair traditional research with strategic thinking. The Account Planner should be the voice that shares, interprets and applies information about consumers and industry markets.
Acting as the voice of the target market/customer, the account planner is expected to contribute in defining digital solution(s) that is relevant to the target group, has the desired persuasive impact and is executed via the appropriate channel. A secondary responsibility of this individual is to manage strategically focused engagements and client/partner relationships across multiple major accounts. You'll write creative briefs, conduct qualitative research, conduct or commission and decrypt quantitative research, inspire ideation, and present strategic recommendations to some of the world's most respected brands.
Equipped with strong interpersonal communication skills, unmatched research skills and innovation approaches to data application, the Account Planner will work to ensure the client’s vision, brand and overall satisfaction.
The Account Planning team uncovers breakthrough customer insights and identifies brand opportunities that inspire impactful cross-channel marketing programs.
Create relevant, breakthrough customer insights and identify brand opportunities across key channels for clients
Be on the forefront of learning new tools and methodologies for developing consumer and brand insights
Design and direct brainstorms that are collaborative, inspiring and maximize team contributions
Lead brand positioning and brand strategy projects for client and agency teams
Drive consumer and brand insight into the company new business process
Present the consumer and brand POV in new business pitches for the agency
Driving teamwork and collaboration our processes
Leveraging research and knowledge of the client’s industry to ensure current market and consumer trends are reflected in our work
Leading and developing ongoing thought leadership initiatives based on key consumer and digital trends, consumer insight and opportunities
Communicating internally with colleagues within the agency, to ensure the digital outputs of the project match consumer-driven research and needs
Researching and reporting on various consumers in multiple industries, to gain a comprehensive background/context (e.g. demographics, socio-economics, etc.) to provide a strategic platform
Commissioning research from outside organizations to inform advertising strategies, using both qualitative methods such as: focus group discussions, research groups, structured interviews, demographic profiling and questionnaires
Executing a variety of market and research data to monitor cultural and social trends and their impact on consumers’ attitudes, behavior and perceptions, as relevant to Digitaria
Discovering approaches, angles and solutions on specific products or services on which to structure a strategic plan
Reconciling/managing the differences between consumers' current perceptions of the brand and priorities of the client’s desires as related to brand perception
Reporting concise information to key team members on the background/forecasted environment on a product/service, audience and strategy, so that applicable digital solutions can be reached
Presenting conclusions and ideas to clients and other agency staff
Analyzing and interpreting customer response and sales data to evaluate the effectiveness of each campaign, and tailoring approaches, with the consistent goal of achieving maximum positive response from the consumer.
Skills and Requirements:
The Account Planner should have strong experience and familiarity with the following:
Prior project or account management experience is required; (9-12 years project and relationship management experience with previous experience at an interactive agency is optimal).
Previous experience in industry/client/branding research
Familiarity with digital branding, across multiple industries
Experience leading brand platform definition and identity development engagements.
Experience in gathering, analyzing and interpreting and applying qualitative and quantitative research data/results.
Excellent written and verbal communication skills–augmented by strong presentation skills.
Must know how to develop and manage a budget.
Extremely organized, detail-oriented and capable of self-managing and multi-tasking in a fast-paced, deadline-oriented environment.
Excellent problem-solving skills, ability to quickly understand new technology concepts.
Innate curiosity and ability to connect insights and gain inspiration from disparate sources
Demonstrated ability to build demand for account planning; success bringing account planning to clients and teams who haven't used it before
Exceptional writing, communication and influence skills
Inspirational, compelling leader; the kind of person others always look to for ideas
Exceptional brainstorm leader; moderation and facilitation of conceptual idea development
Experience leading successful brand positioning for clients and applying customer insight to the development of marketing campaigns
Qualitative research - projective techniques, etc.; passionate about applying cutting edge qualitative methodology to insight creation
Proven success working in cross functional teams
Comfort working in highly flexible, entrepreneurial environments
Proficiency with MS Word, Excel, PPT, and Microsoft Project.
The Account Planner should strive to be perceived as a partner, trusted advisor and key solutions delivery resource. The ideal candidate should possess the following qualities:
Ability to effectively operate with high energy, flexibility and a sense of humor in a constantly evolving business environment.
Ability to build relationships, both with clients and internal team members.
Excellent listener with the ability to discern relevant information and articulate it appropriately to others.
Strong analytical skills and creative problem solving abilities.
A strong work ethic and career orientation; wants to learn, develop and attain new skill sets and improve.
Values others and acts with integrity and respect.
Ability to confront challenges or problems directly and honestly; must be able to handle difficult situations and conversations with grace.
Ability to facilitate.
Ability to think and act appropriately “on their feet.”
Has the ability to handle numerous assignments at once; is organized and thorough with professional follow through.
Displays professional “polish”; executive presence and confidence.
Digitaria provides competitive salaries, excellent benefits and 401k. This position is located in our Minneapolis office.
Digitaria - 14 months ago