Job Description
The Digitas Health Account Planning team uncovers breakthrough customer insights and helps our teams to turn them into big creative marketing ideas.
Planning is part of the creative organization (and tightly integrated with creative) and you will report to the SVP / Head of Planning.
The ideal Freelance Vice President / Director candidate has at least 8 years' experience developing customer insight in a marketing, creative agency or professional services firm.
Most importantly, we are looking for candidates with enthusiasm for pushing the frontier of how marketing can evolve to meet the needs of an ever more powerful consumer.
This is a freelance (hourly) position with potential for turning into a permanent role.
The VP / Director is the customer insight "lead" for designated Digitas Health clients, with 3 primary responsibilities :
- Leverage customer insight to help the team come up with great creative marketing ideas
- Identify high impact opportunities for developing creative customer insight
- Create innovative approaches for coming up with customer insight
Additional responsibilities for this position include :
- Determine where and how in-depth insight about the consumer's attitude and behavior can help make our clients' marketing more successful
- Identify customer insights from existing client / Digitas Health data and translating them into relevant marketing program implications
- Apply innovative research and "listening" methodologies to create relevant, fresh customer insights
- Partner with our primary researchers, internal analysis group and client data / research organizations to maximize their work's customer insight and marketing program application value
- Optimize the impact of customer insight in the creative / program development process by inspiring and partnering with creatives on your team
- Expertly apply the Digitas Health Branding approach to marketing program development, and inspiring your teams to embrace a "pull" approach to marketing
- Lead team brainstorms
- Build productive collaboration and enable successful teamwork
- Create demand for account planning's contributions by demonstrating its impact
- Manage 2 mid-level planners
Qualifications
- At least 8 years' experience working in marketing or strategic services organizations
- Qualitative research experience applying qualitative research techniques
- Familiarity with interpreting and applying quantitative research
- Undergraduate degree in a discipline like history, American studies, political science, anthropology / sociology, journalism, or psychology
- Familiar with segmentation, analytics and media research tools
- Understand what makes consumers "tick"
- Discern the customer insight and "human truth" from mounds of data
- A passion and empathy for the consumer's perspective
- Avid follower of how marketing is evolving
- Challenge the team to uncover "what's in it for the customer"
- Passionate about applying modern qualitative methodology to the development of insight
- Experience applying insight to marketing program development
- Experience helping creative teams understand an insight and translate it into creative magic
- An inspirational, compelling personality and way of working
- You can quickly gain the trust of clients and internal team members at all levels
- Web experience (and passion!)
- Build demand for account planning
- Experience bringing account planning to clients and teams who haven't used it before
- You like to do things in a new way and you like convincing people of your point of view
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