Apply on Employer Site

Vericast · 6 days ago

Senior Account Planner (Remote)

United States

Full-time

Remote

Senior Level, Lead/Staff

$120K/yr - $150K/yr

8+ years exp

Vericast is a performance partner for financial institutions, helping them drive growth and navigate change through data and technology. The Senior Account Planner is responsible for developing data-driven media strategies and campaign plans for financial institution clients, collaborating with various teams to ensure strategic alignment and optimization.

AdvertisingE-CommerceMarketing

Responsibilities

Develop comprehensive, integrated media strategies for client accounts that align with business objectives, target audience insights, competitive positioning, and performance goals; Create always-on strategic roadmaps and ongoing optimization frameworks that support long-term client relationships and managed services engagements rather than one-off campaign executions; Design detailed campaign strategies and media plans that specify channel mix, budget allocation, audience targeting, messaging frameworks, creative requirements, and success metrics; Partner with Client Strategists to translate client business goals and success plans into actionable marketing and media strategies that support sustained growth; Establish strategic priorities across multiple concurrent client accounts, balancing resource constraints with growth opportunities and continuous improvement initiatives; Develop test-and-learn frameworks, quarterly optimization roadmaps, and strategic pivots based on performance data, market dynamics, and evolving client needs (25%)

Architect cross-channel media plans spanning paid search, paid social, programmatic display, direct mail, CTV, and emerging channels based on client objectives and audience behavior; Partner with Media Directors (Paid Search, Paid Social, Programmatic) to incorporate channel-specific best practices, platform capabilities, and tactical recommendations into strategic plans; Develop audience segmentation strategies, targeting parameters, and data activation plans leveraging first-party, third-party, and proprietary consumer data assets; Create media mix models and scenario planning to optimize budget allocation across channels and campaigns for maximum ROI; Design holistic, year-round media strategies that support agency-of-record relationships and continuous optimization rather than discrete campaign cycles; Stay current on platform innovations, industry trends, competitive tactics, and emerging opportunities in financial services marketing (20%)

Serve as a strategic voice in client interactions, presenting media strategies, campaign plans, performance insights, and optimization recommendations with clarity and confidence; Facilitate strategic planning sessions and workshops with clients to align on objectives, review performance, and co-create strategic roadmaps for always-on programs; Translate complex data, channel mechanics, and technical concepts into accessible, actionable insights for client stakeholders at all levels; Partner with Account Managers, AEs, and Sales to support relationship management, renewals, upsells, and strategic account growth within a managed services framework; Build trusted advisor relationships with clients by demonstrating deep understanding of their business challenges, market dynamics, and growth opportunities (20%)

Provide strategic guidance during campaign setup and implementation to ensure Media Specialists and execution teams build campaigns according to strategic plans and industry best practices; Review campaign structures, targeting configurations, creative applications, and tracking implementations to validate alignment with strategic intent; Participate in campaign launch readiness reviews, identifying risks and gaps before go-live; Monitor in-flight campaign performance against strategic benchmarks, providing course-correction guidance and optimization directives as needed; Ensure compliance with financial services regulations and platform policies throughout campaign planning and execution (15%)

Analyze campaign performance data across channels to identify trends, diagnose issues, and uncover optimization opportunities within always-on programs; Develop actionable recommendations for budget reallocation, audience refinement, creative pivots, and channel expansion based on performance insights and continuous learning; Build post-campaign and ongoing performance analysis reports that connect outcomes to strategic decisions, documenting learnings for future application; Establish performance benchmarks and success frameworks that guide ongoing optimization and strategic decision-making across client portfolios; Partner with Data Analysts and Performance Intelligence teams to access advanced insights, validate hypotheses, and refine strategic approaches (10%)

Work seamlessly across execution teams, providing strategic guidance and ensuring consistency in planning approaches across all client engagements; Collaborate with Media Specialists to leverage their channel expertise while providing strategic direction and prioritization; Partner with Data Analysts and Performance Intelligence teams to access insights, build reporting frameworks, and validate hypotheses; Engage with Creative, Compliance, and Technology teams to ensure strategic plans are feasible, compliant, and optimized for execution; Contribute to the development of standardized planning frameworks, templates, and processes that scale as the agency grows and matures (10%)

Qualification

Digital marketing strategyMedia planningFinancial services marketingCross-channel media strategiesData analysisAudience targetingCampaign optimizationDetail-oriented executionCommunication skillsCollaboration skillsAdaptability

Required

Bachelor's Degree in Marketing, Advertising, Business, Communications, or related field (Required)

8-10+ years of experience in digital marketing strategy, media planning, or account planning within an agency or in-house marketing environment (Required)

5+ years developing integrated, multi-channel media strategies and campaign plans (Required)

Proven track record of translating business objectives into effective media strategies that drive measurable results (Required)

Experience working in cross-functional, collaborative environments with media specialists, creative teams, and client-facing roles (Required)

Demonstrated expertise across multiple digital channels including paid search, paid social, programmatic display, and emerging media (Required)