In the role of senior brand planner at Hanson, you’ll develop and present strategic recommendations for a range of clients, with a focus on client engagements of significant size or complexity, high strategic value to the agency, and/or where our client contacts are senior leaders.
You and other members of the strategic planning team are the starting foundation of most agency projects, providing the team with information critical for success, gleaned from your smart assessment of the data. You’ll work on multiple projects at once, which means you’ll need the ability to balance your workload—but it also means you’ll be continually encountering new ideas, methods, and platform offerings, and applying that knowledge across projects.
Good brand planners are driven by success. They’re fast learners, great communicators, extremely curious, and maybe (ok, probably) just a little bit obsessive, following the data wherever it leads, sifting through potential solutions, and crafting a compelling story about what matters most.
This position reports to the Director of Strategic Planning, and is out of our downtown Toledo office.
Partners with Account Executive at the onset of projects to fully undertstand the business objectives, in an effort to map out and lead the most effective strategic approach
Throughout the project, efficiently adapts processes and tasks to maximize results and in an effort to be a strong steward of client’s budgets
Performs initial research to get to know client’s brand and business objectives, audience behaviors and mindsets, and the competitive landscape
Develops research plans to understand audience behaviors and needs, competitive landscape, market conditions, and specific client challenges
Executes research activities, including leading stakeholder workshops, online surveys, audience interviews, and website and competitive assessments
Interprets collected data into key insights to inform strategic plans, personas, customer journey maps, empathy maps, creative briefs, insight reports, or other strategic recommendations
Presents strategic plans or other reports to internal teams and clients, demonstrating a strong ability to make complex subjects understandable
Leads marketing and advertising planning for clients as assigned
Identifies business objectives and KPIs, audiences, platforms, and key messages
Works with account and creative teams as needed to develop campaign creative
Initiates and monitors and/or oversees the management of campaigns
Analyzes performance of campaigns, with recommendations for even greater success, and if applicable creates reports to share results directly with the client
Leads content strategy for clients as assigned
Identifies content objectives to meet audience needs
Performs or oversees keyword research to ensure content matches audience behaviors
Develops and or guides the development of content based on insights
Stays abreast of advances in strategic planning and digital marketing
Proactively brings new insights or opportunities to the appropriate team members to drive performance improvements or pitch new business opportunities with existing clients
Experience and qualifications
7 to 10 years of experience as a brand planner, or equivalent experience in business strategy, research development, marketing communications, advertising or brand management at an agency or in a corporate role
Strong research and writing skills, including attention to grammar and punctuation
Specialized knowledge in one or more of the following areas: brand strategy, content strategy, social strategy, or media strategy; with familiarity in the other areas
We value skills and qualities over specific training, but a degree in advertising, marketing, communications or business is a plus
While you may implement some of your own recommendations, many of them will fall to other team members to implement. So, while you don’t need to know how to code a website, for example, we’ll be looking for evidence of your ability to gain familiarity with the systems and processes used by our front-end developers, engineers, functional architects, and visual designers to ensure strong interagency collaboration.
What we offer
Medical, dental and life insurance
Short-term and long-term disability insurance
Paid holidays, including paid time off between Christmas Eve and New Year’s Day
Paid birthday day off
Flexible spending account
Fun, friendly atmosphere in our new office in the heart of downtown Toledo in the historic Tower on the Maumee
Paid, enclosed, attached parking
Training and growth opportunities
Company events and happy hours
We are currently working remotely for the unforeseeable future, so you’ll be collaborating with Hanson teams via Zoom, Microsoft Teams, phone calls, Slack and/or email.
Hanson, Inc. is an equal opportunity employer. We celebrate diversity and do not discriminate based upon race, religion, national origin, gender, sexual orientation, gender expression, gender identity, age, disability, veteran status, or any other status protected by law. All employment is decided on the basis of qualifications and business need.