Director, Planning

The Director, Integrated Planning’s role is managerial, but also one of agency leadership.  The role of the Director, Integrated Planning is to own the relationship with Brand Management and partner agencies – the key sources of business problem/opportunities for which communication planning ideas can be solutions.  The Director demonstrates the ability to design and drive programs (not just strategies) that improve sales performance of the brand.  

This person is directly responsible for the holistic communication plan and design aspects for the assigned accounts. The Director also provides strategic direction for assigned accounts and should understand all aspects of their client’s business as well as the overall technology/competitive landscape.
* Translate strategy statement into ideas and actions; expand communications planning influence beyond Context Strategies and communications plans into orchestrated marketing tactics that deliver on stated goals using agreed to marketing and communications strategies
* Lead or co-lead with Strategy Director in strategic positioning, segmentation initiatives and in areas of holistic program planning and communications idea generation/execution.  Use Group Director, Integrated Planning strategically to broaden perspective or sharpen selling power
* Create coherent communications plan (appropriate channels, suitable mix) based on all info available (sales, MMM, METT, publicly available info, etc.) – not just receptivity data
* Oversee strategic implementation and measurement/optimization of communication plans; create projects that are critical to each brand’s marketing and learning plans and be the point-person on strategic and broader implementation questions (leverage management strength of team to implement media plan specifics)
* Earn shared leadership role with creative agency in holistic brand management and marketing planning process, including new product development, positioning concepts, segmentation, marketing planning, creative execution, message distribution, measurement, and optimization
* Brief partner agencies on strategic implementation needs and roles of specific communication channels; use specific examples that relate to your brands, retail environments, and competitive set with real or estimated metrics for success to help clients and other partner agencies understand how to communications strategy comes to life in the communications plan
* Work with internal & external teams to ensure that strategic themes and communications plans are implemented faithfully; provide critical leadership in helping others on the team understand how strategies and plans impact sales and ensure output is in synch with the business goals
* Build and sustain strong client relationships-attending client meetings and maintaining regular contact; contact frequency, depth of understanding of client business and effectiveness in selling recommendations are typically related especially in first 12 months on account
* Partner and support Strategy Director
* Collaborate with Group Director, Integrated Planning in creating and negotiating yearly client contracts and supplemental proposals and manage account profitability
* Demonstrate a keen knowledge of client brands, brands equity, consumer definition and motivations
* Lead and contribute to the development of strategic and tactical communications plans
* Articulate effective strategic rationale and logic flow
* Develop specific, measurable client business objectives
* Develop strategies and tactics by media discipline, where appropriate
* Ensure key information is provided to team regarding client issues, internal agency issues, changes in account status, etc.
* Respond appropriately when presented with problems and issues
* Seek lasting solutions rather than quick fixes
* Ensure group is properly trained on all internal procedures, best practices and Media tools – (DDS, Tempo – additional as needed)
* Assists with evaluation of new tools and technologies
* Evaluate media/communication opportunities and provide sound recommendations as appropriate
* Ensure appropriate staff utilization
* Train, motivate, develop and lead a…