Senior Brand Planner

Minneapolis, MN

4 weeks ago

We are seeking a Senior Brand Planner to join our Brand Planning (Strategy) Team. The senior brand planner is responsible for partnering closely with the planning director and internal teams to guide the strategy on client accounts. This individual will need to fully and deeply understand the client’s business context, lead the development of research projects, trend reports, creative briefs and consumer-driven strategies to inspire effective creative campaigns.

Areas of Focus: Lead and Guide Strategy Development • Creates and communicates brand strategies using tools such as brand architecture, consumer segmentation, etc. Ability to identify which tools are needed at different points in the strategy development process. • Develops inspiring creative briefs based on a deep knowledge of the client’s business, competitive landscape, cultural environment and target consumer. • Inspires integrated teams with kickoff presentations that bring the brand, the consumer and the strategy into sharp relief, crystallizing what we are doing and why. • Collaborates with integrated internal teams including creative, account management, media, PR, social and analytics, to ensure cohesive cross-channel strategy from start to finish. • Provides ongoing inspiration to integrated teams throughout the creative development process. • Leads discussions of relevant cultural trends with the internal team and clients, with key implications for the client’s brand and business. • Develops expertise in client(s)’ businesses, proactively identifying opportunities for improvement and bringing informed POVs that lead our client’s business forward. • Leads cross-functional idea generation workshops for internal and client teams. • Is a skilled storyteller who can develop and lead client presentations and working sessions that make strategy comprehensible for a variety of collaborators (agency, client, vendor, etc.).

Research • Oversees development and execution of all primary and secondary research projects. Including setting research objectives, developing questions that need to be answered, identifying and negotiating with research providers and presenting the final client deliverables. • Guides team in target audience creation and insight development using targeting tools such as Simmons/MRI, segmentation studies and other primary and secondary research reports. • Keeps up-to-date on the best research methodologies to use for various needs.

Leadership: • Develops strong relationships with assigned clients serving as the primary point of contact for all strategy-related needs. • Reframes client requests and digs deeper on the problems the clients are looking to solve.
• Mentors junior planners on projects, helping them grow and develop in their careers.

Qualifications/Traits: Education: • A bachelor’s degree with an emphasis on psychology, sociology, anthropology, advertising, or related field or strong relevant experience.

Preferred Skills and Experience • A minimum of 4+ years of strategy and/or brand planning at an advertising agency or on the client side. • Proven ability to work with creative teams. • Proven ability to plan and execute quantitative and qualitative research projects. • Expert at working with Simmons/MRI and syndicated research partners. • Experience leading and coaching junior planners on projects. • Ability to develop a positive, collaborative and influential relationship with clients, at times serving as the primary contact for clients within planning team. • Ability to proactively drive work forward while collaborating with key partners throughout.
• Strong writing, reasoning and presenting skills.

Competencies: • Curiosity and desire to understand culture and what drives human behavior. • Passion for the creative process and developing break-through work. • Proactive, accountable, resourceful, and results-driven. • Motivated to seek new opportunities and to take initiative.

What We Believe: We believe that when the best of strategy and creativity come together, brands stand apart.

Our Hiring Philosophy: Carmichael Lynch is committed to creating a diverse, safe and welcoming workplace with opportunity for all. We strive for inclusion, equity and diversity in both our words and actions. BIPOC, women, marginalized communities, LGBTQIA+, veterans and persons with disabilities are encouraged to apply. To learn more, please visit:

What’s In It for You: • Professional Development (performance reviews 2x annually, training opportunities related to your field of development, one-on-ones with managers, etc.) • We offer competitive, equitable salaries (reviewed annually to ensure equity and competitiveness) • A strong, vibrant, continually-evolving Diversity, Equity and Inclusion belief (in thought and action), encompassing our agency and our Employee Resource Groups (ERGs). Recognizing the voices that need to be heard. • Competitive, company and employee sponsored benefits, including: Medical, Dental, Vision, 401k (company matched 50% of first 6%), PTO (vacation/sick time) allowance, 12-week maternity leave, 6-week parental leave, 20 paid company holidays, Family Building Benefit (adoption, surrogacy benefit), tuition reimbursement and much more.

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