Digital Account Planner - Media - Full-time

Client Reference Code: 201815-1
Digital Account Planner

JOB SUMMARY

The Digital Account Planner is a strategic partner to Digital Sales Managers, Account Planners and Account Executives. For priority accounts with complex objectives, this position will play a key role in multi-screen campaign development and presentation. This position serves as a regional expert on digital and advanced television products and serves as a resource for digital campaign recommendations with a focus on supporting local Account Planners. Additionally, this role will help to educate Account Planners on effective strategies by category and by client objective, broadening the team’s knowledge of effective use of Spectrum Reach digital products. This key team member is integral in helping the local sales and account planning teams to maximize multiscreen solutions, which has a direct impact on our ability to deliver and exceed on client’s marketing and advertising expectations. This individual will have a passion for digital marketing and advertising sales and will be closely aligned with other sales team members and cross functional groups. This position requires strong communication skills and strong attention to detail, in a faced paced sales environment.

Spectrum Reach is the advertising sales division of Charter Communications, Inc. The company offers custom solutions for the modern media landscape utilizing national cable networks, internet advertising and promotional events supported by marketing, research and award-winning creative services. Spectrum Reach applies insightful research to understand consumer behavior and build targeted, multi-screen media plans personalized for each customer.
With offices in 41 states and 147 markets, Spectrum Reach covers over 27 million households throughout the country. From traditional commercial advertising to exciting new possibilities in interactive media and multi-screen solutions, Spectrum Reach’s consultative team brings advertisers effective, efficient ways to turn our audiences into their customers.

Key Digital Responsibilities:

• Work with the sales and/or account planning team to understand the client’s advertising objectives and develop proposals that align with those objectives.
• Serve as a regional expert and advocate for the inclusion of digital solutions in all adverting campaigns recommendations
• Understand best practices around campaign performance and recommendations (e.g. how much inventory is available and needed to be effective; how can targeting strategies be adjusted based in data to ensure effective reach and frequency)
• Assist Non Digital Account Planners in their development of the client facing presentations by providing digital recommendations and input. This may include helping with the storytelling around client needs, performance indicators and media selections as informed by appropriate media research and historical best practices for Key Regional Accounts
• Provide justification for all strategic campaign components as it relates to media choice, targeting strategy, inventory allocation, expected performance and achievement of marketing objectives internally and, when needed, externally to clients
• Recommend and align the incorporation of new products with existing client campaigns and strategies
• Collaborate cross functionally to communicate account strategies to ensure effective campaign implementation.
• Work with Digital Sales Management to prioritize a dynamic workload as it relates to overall sales strategy
• Serve as a regional resource for best practices of multi-screen advertising and product capabilities
• Work closely with Pricing and Inventory to ensure that all inventory is used effectively and priced appropriately.
• Partner with Account Executives and Digital Account Coordinators to review and evaluate campaign effectiveness; driving account strategy for retaining clients and positioning new business.

REQUIRED QUALIFICATIONS
Skills/Abilities and Knowledge

• Knowledge of cable television, digital, and advanced advertising ecosystem
• Outstanding verbal, written, and interpersonal communications with overarching skill to translate data, information, and research into powerful points of view—ability to craft and tell a compelling story.
• Previous experience supporting a team of Sales, advertising, or marketing professionals is helpful but not required. Previous experience in an Ad Agency, Media, and/or Ad Sales team is highly preferred.
• Experience and strong knowledge using research databases, tools and applications to make campaign recommendations, including (but not limited to) Nielsen, Scarborough, MRI, Kantar, BIA/Kelsey, ComScore, Set Top Box eMarketer, and comScore are helpful.
• Experience in digital marketing; understanding the fundamentals of online campaign planning, inventory estimation and allocation and programmatic media buying.
• Needs to have the ability to decipher between all levels of client marketing objectives and the related performance indicators as it relates to inventory sourcing.
• Comprehensive understanding of media targeting and inventory estimation
• Familiarity with online metrics, the digital campaign management process and optimization strategies.
• Ability to write rationales, clearly being able to articulate how media strategy and tactics relate to client marketing objectives
• Clear knowledge of media fundamental terminology and calculations for all digital pricing models (CPM, CPC, CPA). Experience with traditional media metrics, particularly television ratings is also helpful
• Excellent written communication skills, specifically research acumen using data to strategically identify appropriate media strategy
• Ability to back-up work and have good logic to creating schedules
• Mastery of all Microsoft Office and experience with CRM and data base management
• A minimum of a Bachelor’s degree in Marketing, Business or a related field is preferred

Related Work Experience Number of Years
Sales Experience 1-2 years preferred
Job Code : TWCSS0004 Account Planner Exempt

201815BR