Account Planner

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Why the job exists

Campaign Planners deliver transformative growth for our retained/contracted managed advertising service clients through partnering with clients to create and deploy creative content driven advertising campaigns that are measurably effective. 

How the job is done

Creating and deploying content driven creative campaign plans that deliver client objectives beyond AI powered campaign outcomes, planners are responsible for all aspects of managed advertising campaign success. From helping to build an effective brief to meet complex requirements, to building multi-channel, content driven campaigns, through to full funnel conversion planning. 

Key Accountabilities

 

Client Partnership & Revenues

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

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

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

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

  • Creating simple, engaging and persuasive strategy decks for the wider stakeholders

  • 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 Akero Insights, Student Hut Tracker and licensed tools

  • Liaising with media activation team to find new audiences and channels

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

  • Understand the competitive landscape and evaluate target audiences

Campaigns

  • Ensure Akero’s dashboard 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

  • Day to day planning, management and reporting on all campaigns. This includes reporting on key statistics as well as providing further insight and analysis to our clients.

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

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

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

  • Write clear, simple, but 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; 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 Enrolment Attribution through integration of Akero to client CRM

Characteristics, Knowledge, skills, qualifications and experience

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

  • Equal parts Detailed and strategic

  • Collaborative, proactive, brave, curious

  • 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


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