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Account Planner

Account Planner

Overview

The Account Planner develops an insightful understanding of consumers (targets) and their relationships with brands (products) and actively applies this understanding to the development of brand building ideas and break-through creative.

Specific Responsibilities
Client issues and solutions

  1. Helps identify and articulate key issues facing client brands
  2. Contributes effective solutions to client business/marketing problems

Consumer targets

  1. Uncovers insights about consumer, brand and consumer’s relationship with the brand
  2. Conducts consumer trend analyses and incorporates findings to help initiate and guide strategic activity on assigned brands
  3. Communicates consumer insights to agency teams and clients

Creative development

  1. Helps articulate the brand identity and act as advocate for the brand
  2. Develops inspiring creative briefs and conducts creative briefings
  3. Assists in the creative process, conducting consumer insight research to guide the process and ensure the relevance and impact of creative
  4. Works with Creative Communications Director to help ensure the strategic integrity of the creative communications
  5. Looks for ways to bring original thinking into the planning process
  6. Demonstrates solid creative judgment

Research involvement

  1. Works with Market Research Director to conduct accurate, timely and insightful research studies, including design, execution, analyses
  2. Prepares and presents research findings internally and to clients
  3. Conducts strategic qualitative research
  4. Demonstrates ability to move beyond data to discover creative solutions
  5. Stays abreast of current developments research design

Communication commitment

  1. Begins to demonstrate leadership and project management skills on collaborative brand strategy/consumer insight projects
  2. Demonstrates superior writing, presentation and organizational skills
  3. Builds and maintains solid working relationship with direct client contacts
  4. Stays abreast of current developments in account planning
  5. Attends professional conferences/seminars/conventions

Qualifications

  1. At least five years of experience account planning or similar field
  2. Strong writing and verbal communications skills, including the ability to read, analyze and interpret information from a variety of sources, draft research reports, presentations and white papers and effectively support presentation of research results to customers, clients and team members
  3. Ability to define problems, collect information, establish facts and draw valid conclusions based upon research and ability to deal with problems involving several concrete variables in standardized situations
  4. Advanced Excel and PowerPoint skills required
  5. Ideal candidate will possess food and, more specifically, fresh meat marketing and/or market research experience

Education, Training and Network:

  1. Bachelor’s degree in Marketing, Business Administration, Economics or other related field combined with relevant experience
  2. Food and fresh meat marketing experience; knowledge of livestock production and/or experience is beneficial to this position
  3. Experience with customer information analysis, agricultural/commodity datasets and syndicated consumer behavior systems
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