Brand Planning 品牌策略

职位描述 Job Description

We need the person who has solid exprience in branding strategy, and bring the big picture of brand thanking to digital/social/ content/CRM work.

RESPONSIBILITIES

Understand the environmental context for a marketing challenge or opportunity including marketplace dynamics and competitive alternatives.

Develop deep understanding of the target audience, whether B2B buyer, consumer or channel partner. Including: needs, environment, rational and emotional mindset, attitudes, business and purchasing dynamics, channels of purchase, etc.

Effectively communicate these insights to the integrated agency marketing team to inform marketing strategy and program design.

Positioning Author the “story” to be communicated via marketing: develops the messaging framework and key messages to motivate the desired behavior in a target audience.

General advocacy for the target throughout the strategic and creative development cycle Be an advocate and “truth-teller”: Help facilitate the creative, interactive and campaign development process by acting as a resource for internal teams and a conscience for the target audience.

Manage primary and secondary research efforts related to the development of insights.

Primary research brief/RFP; vendor evaluation and overall project management including review/collaboration on screeners, questionnaires, reports, etc.

Conclusions and recommendations based on research. Understand and champion program best practices within key segments, such as channel marketing, vertical marketing and relationship marketing in general.

Collaborate with agency integrated marketing team to develop marketing strategy based on insights and best practices.

Partner with account service to set the strategic direction and prioritize the investments for the account.

Strengthen the agency’s client relationships by earning the respect and trust of both internal and client teams.

WHAT ARE THE REQUIREMENTS?

BA or BS

Minimum 5 years’ experience in a related marketing function (public relations, advertising, marketing).

Demonstrable capabilities in the areas of research, analysis, and messaging development.

Firm grasp of the marketing discipline in general and business-to-business marketing specifically.

Experience with B2B technology marketing, IT channel marketing, and ERP software marketing highly desired.

Solid understanding of technology and technology marketing.

Advanced business writing and oral communication skills.

Proficiency with Microsoft Office applications, especially PowerPoint.