Senior Account Planner (Automotive Retail)
OVERVIEW: Be the voice of the target and the champion of the brand in the development of strategic direction, creative briefs and engagement strategies for automotive retail business. DUTIES & RESPONSIBILITIES 1. Understand cultural trends, key consumer insights and the new ways they are consuming content and interacting with brands, as well as the market landscape to identify opportunities. Do this through a combination of secondary research, market analysis, consumer research and a good dose of curiosity. 2. Apply this learning to creating strong brand strategy for retail that is in sync with the Tier I strategy for the brand and for models. 3. Apply this learning to creating simple, clear briefs that both inform and inspire creative teams. As part of that, partner with creative teams so their point-of-view is reflected in briefs. 4. See the brief through. This includes presenting it to clients. It also includes serving as a resource and partner to creative teams as they develop work and present that work to clients. 5. Partner with the core agency team to help create imaginative retail solutions and plans. The ideas, tactics and content in these plans should reflect the brand strategy as well as the insights gained in how our target engages with media and new technology. 6. Take primary responsibility for evaluating the effects of communications in the marketplace including qualitative research and research tracking brand saliency and image over time. SKILLS, QUALIFICATIONS AND EDUCATION • 5+ years of relevant planning experience. Automotive retail experience a plus. • Strong strategic thinking ability and curiosity. • A good mix of analytical and intuitive skills. • Marketing and consumer research experience. • Experience working with technology brands not necessary but a plus. • Passion for and a POV on where our industry is going including the role of new media, new technology and how people engage with these. • Knowledge of automotive retail space with prior experience presenting to and collaborating with regional auto dealers is a plus factor.