Senior Account Planner

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Why the job exists

Senior Account Planners drive our strategic clients' growth through delivering creative multi-channel campaigns that are measurably effective. 

How the role supports our business plan

Senior Account Planners are essential in supporting our goal to be globally recognised as the leading strategic and creative student marketing experts.

How the job is done

Ownership of our key strategic clients with a focus on measurable outcomes that meet client objectives, Senior Account Planners are responsible for all aspects of campaign success; from helping to build an effective brief, a creative and innovative approach to planning, in-campaign agile performance recommendations and post-campaign analysis via professional internal and external stakeholder management.

Senior Account Planners are expected to have a greater level of partnership with our strategic clients resulting in new business opportunities, growth and more accurate forecasting and being involved at QBRs and key pitches. 

Internally the Seniors will be expected to write blogs with the marketing team, train up the planning team in specific areas and potentially line manage our junior members of staff. 

Key Accountabilities:

Client Partnership & Revenues

  • Understanding the education cycle and the client’s specific requirements (marketing objectives) both short and long term including forecasting 

  • Trusted partner - seen as an extension of the client’s team, fostering new relationships with clients and identifying growth opportunities in Media / Creative / Research / Nurture

  • Work with consultants/directors - share information with them, bringing them into comms when the conversation moves outside of Campaigns

  • Help the client write strong briefs (e.g. specific objectives)

  • Responsible for maintaining contact with clients for future campaigns as per the education cycle

  • Attending and presenting at key account and strategic partner pitches

  • Working towards and achieving client’s goals and KPI's

  • Creating engaging and persuasive strategy decks for the wider stakeholders

  • Liaise with clients to identify business problems and develop new campaign ideas

  • Ensuring client spend matches forecasts created at the start of each year and reviewed quarterly

  • Creating invoices and booking in work when signed off by client

Automation

  • Able to identify and direct which campaigns booked in by clients are suitable to be directed to AI powered plans, but still able to review and discuss performance with clients

Audience Management / Strategy

  • Student Audience - Existing and new research using proprietary and licensed tools

  • Liaising with specialist media teams to find new audiences - i.e. performance, data & insight, research etc

  • Demonstrate audience understanding e.g. current and target (known and unknown) markets

  • Understand the competitive landscape and evaluate target audiences

  • Implementation of Lookalike / Custom Audiences

Campaigns

  • Ensure Akero is the single source of truth for all clients and their campaigns. Post-click to form part of the everyday communication with clients 

  • Creation of data-led brand and performance campaign plans in Akero - Research, Media, content, creative, (client assessment required)

  • Having an excellent knowledge of the advertising campaign(s), monitoring the success of the campaign(s) as it runs, suggesting changes and improvements where necessary by analysing information in great detail, including demographics, socioeconomics and the market to have the ability to share finding across multiple Natives departments and discuss recommendations/improvements with client to meet and beat agreed KPIs

  • Content marketing in all plans above £50k and considered for +£30k

  • Innovation and Test & learn to be considered for every plan, and included as mandatory in all plans >£50k

  • Coordinate campaigns across delivery teams, biddable, ad ops, creative teams to ensure the successful and timely execution of campaigns

  • Write clear, inspiring and motivating briefs for creative teams

  • Talk through the performance at the end of the campaign and provide recommendations and requirements

Data

  • Acquire data from your clients: Enquiry + Application + Enrolment 

    • sources UCAS, HESA, NCES, IPEDS

  • Use all available data as the foundations for all client recommendations 

Technology

  • Co-creation: best in class campaigns to be built using the Akero tech stack. Planning, delivery, optimisations and reporting 

  • Develop in partnership with client success team a personalised Conversion Strategy

  • All advertising driving to an Akero form, page, pixel (subject to development) 

  • Obtain a clear understanding of the client tech stack

  • responsible for identification of Enrolment Attribution through integration of Akero to client CRM

Characteristics, Knowledge, skills, qualifications and experience

  • Be the expert and manage our biggest clients

  • Comfortable in front of the client, you will need to collaborate, challenge and present (sometimes complex) proposals in a clear way

  • More strategic than detailed

  • Collaborative ways of working 

  • Curious about the sector, the audience, behavioural psychology and advertising, 

  • A proactive approach to work 

  • Experience of onboarding a client 

  • Maintain knowledge of the advertising sector to stay on top of digital/platform developments

  • Be the eyes and ears of the agency, sharing and promoting new ideas, inspiring campaigns, insights and thought-provoking ways of thinking to wider team

  • Technology first mindset - an analytical thinker, able to take a variety of different data points and compile them into compelling strategies and plans

  • Digital platform qualifications - i.e. Google and Facebook 

  • Help in training junior colleagues

 


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