Senior Account Planner; Remote

Overview

Vericast is the financial institution (FI) performance partner. We help banks and credit unions drive growth, improve efficiency, increase engagement and navigate change through the power of data, technology and people. Our advanced analytics, data-driven insights and integrated solution set enable better execution with agility, precision and scale. That’s why thousands of financial institutions look to Vericast and our 150 years of financial services expertise to help them achieve more.

• Account & Campaign Strategy Development:
  Develop comprehensive, integrated media strategies for client accounts that align with business objectives, target audience insights, competitive positioning, and performance goals;
  Create always-on strategic roadmaps and ongoing optimization frameworks that support long-term client relationships and managed services engagements rather than one-off campaign executions;
  Design detailed campaign strategies and media plans that specify channel mix, budget allocation, audience targeting, messaging frameworks, creative requirements, and success metrics;
  Partner with Client Strategists to translate client business goals and success plans into actionable marketing and media strategies that support sustained growth;
  Establish strategic priorities across multiple concurrent client accounts, balancing resource constraints with growth opportunities and continuous improvement initiatives;
  Develop test-and-learn frameworks, quarterly optimization roadmaps, and strategic pivots based on performance data, market dynamics, and evolving client needs (25%).
• Media Planning & Channel Strategy Orchestration:
  Architect cross-channel media plans spanning paid search, paid social, programmatic display, direct mail, CTV, and emerging channels based on client objectives and audience behavior;
  Partner with Media Directors to incorporate channel-specific best practices, platform capabilities, and tactical recommendations into strategic plans;
  Develop audience segmentation strategies, targeting parameters, and data activation plans leveraging first-party, third-party, and proprietary consumer data assets;
  Create media mix models and scenario planning to optimize budget allocation across channels and campaigns for maximum ROI;
  Design holistic, year-round media strategies that support agency-of-record relationships and continuous optimization rather than discrete campaign cycles;
  Stay current on platform innovations, industry trends, competitive tactics, and emerging opportunities in financial services marketing.
• Client Consultation & Strategic Presentation:
  Serve as a strategic voice in client interactions, presenting media strategies, campaign plans, performance insights, and optimization recommendations with clarity and confidence;
  Facilitate strategic planning sessions and workshops with clients to align on objectives, review performance, and co-create strategic roadmaps for always-on programs;
  Translate complex data, channel mechanics, and technical concepts into accessible, actionable insights for client stakeholders at all levels;
  Partner with Account Managers, AEs, and Sales to support relationship management, renewals, upsells, and strategic account growth within a managed services framework;
  Build trusted advisor relationships with clients by demonstrating deep understanding of their business challenges, market dynamics, and growth opportunities.
• Campaign Implementation Oversight & Quality Assurance:
  Provide strategic guidance during campaign setup and implementation to ensure Media Specialists and execution teams build campaigns according to strategic plans and industry best practices;
  Review campaign structures, targeting configurations, creative applications, and tracking implementations to validate alignment with strategic intent;
  Participate in campaign launch readiness reviews, identifying risks and gaps before go-live;
  Monitor in-flight campaign performance against strategic benchmarks, providing course-correction guidance and optimization directives as needed;
  Ensure compliance with financial services regulations and platform policies throughout campaign planning and execution.
• Performance Analysis & Strategic Optimization:
  Analyze campaign performance data across channels to identify trends, diagnose issues, and uncover optimization opportunities within always-on programs;
  Develop actionable recommendations for budget reallocation, audience refinement, creative pivots, and channel expansion based on performance insights and continuous learning;
  Build post-campaign and ongoing performance analysis reports that connect outcomes to strategic decisions, documenting learnings for future application;
  Establish performance benchmarks and success frameworks that guide ongoing optimization and strategic decision-making across client portfolios;
  Partner with Data Analysts and Performance Intelligence teams to access advanced insights, validate hypotheses, and refine strategic…