The Group Director, Digital Planning ensures precision thinking and smart strategy is provided to internal and external clients, with a particular focus on new business (prospecting, pitching, and proactive “selling” to existing clients). S/he seeks to inspire the creative, paid and earned distribution teams, tech, and production departments with insight-driven, actionable briefs and compelling briefings. Responsibilities may include, but are not limited to:
Manages a team of brand and comms planners with a digital-first focus; nurture talent, resource effectively across incumbent and new business.
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Collaborates seamlessly with Edelman business units (Corporate, Consumer, Health) to identify and articulate opportunities where there is no formal RFP or RFI; serve as a conduit between Edelman Digital and those teams, primarily in NY but also globally
Articulates insights to Account Executives, Creative and Production teams, artfully organizing information from observations and implications, to recommendations
Can present case studies (ours and those of our competitors), effectively articulating how consumer behaviors are informing how a brand should behave and interact online (and off)
Understands and explains market conditions, landscape and trend analysis
Maps research timelines and milestones that can adjusted and budgeted by Project Management and Account leads
Develops data-driven personas and social/digital consumer journey maps
Leads development/execution of ideation sessions, including moderating and/or conducting upfront briefing of one/more areas
Writes strategic narrative; collaborate with account teams to ensure seamless story.
Determines if campaigns met goals; consult on course corrections, as necessary
Determines priorities and develop /challenge the brief; set the bar for depth of insights and creative fodder
Is able to bridge the gap between the consumer trends and the industry and determine appropriate channels for the brand based on editorial themes, target audience, brand objectives etc.
Explores the intersection of culture, brands and audiences from new angles to arrive at deeper insights, more provocative marketing strategies and breakthrough brand-building platforms
Consults on primary research initiatives ensuring methodologies match research objectives
Oversees secondary research by analyzing data research to learn new insights and support strategy and provide guidance on which key insights should inform the narrative
Shares work continually based on user not client (I.e. Millennial moms, millennial employees, Gen We, etc).
Basic Qualifications
The Group Director, Digital Planning must have held a senior strategy or planning position for 10 to 15 years in a digital agency, integrated marketing, or communications firm, and demonstrates high levels of collaboration, leadership by influence, and relationship-building. This individual can demonstrate experience working with other Brand and Comms Planners, New Business and Client Strategy leads, clients, and creatives to develop solutions through market intelligence and meaningful consumer insights. S/he should be comfortable developing and presenting strategy to all levels and stakeholders and is a passionate advocate for the consumer (or end user) throughout the creative process.
Qualifications
The Group Director, Digital Planning is the day-to-day conduit between creative, the client, and the consumer, focused on getting to insights and unearthing digital-first truths. S/he must be a passionate consumer of digital media and infuse that knowledge into every aspect of the planning process. With a background in advertising, digital strategy, marketing, account planning, research, this individual should possess a passionate and encyclopedic knowledge of online advertising and digital campaigns -- and can effectively find, share, and articulate case studies, explaining how and why things worked or did not work. A graduate degree in Psychology, Social Sciences, Behavioral Economics or related field is preferred.
Experience in planning, insight and analysis within a diverse array of practices/sectors and across multiple brand categories
Has played a significant role in successfully establishing a new brand, leading a “Challenger Brand” to greater prominence, or reinventing an established brand so that it’s now flourishing again and is able to speak to results of these efforts
Experience in an integrated marketing, advertising, digital or public relations agency setting
Ability to develop big ideas into communications frameworks
Familiarity with agency planning models and capabilities
Solid grasp of brand strategy and brand equity assessment
Ability to consult on primary research and lead secondary research (based on core research skills in designing and executing ethnographies, focus groups and brand workshops, as well as data analysis)
Proven track record of building effective interpersonal relationships with direct reports, strategy, creative and account management colleagues, leadership and clients, and successfully navigating matrixed organizations
Strong presentation skills, ability to articulate smart and sometimes complex solutions in a straightforward and lucid manner to a variety of internal and external audiences
Deft at developing powerful narratives to deliver insights and strategy for client buy-in
Understands role that PR and social media play in the overall communications marketing mix
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