Strategic Planner: who they are, what they do and how to become one

Who they are and what they do

A Strategic Planner works in advertising and marketing, and is responsible for developing effective strategies to promote products or services.

This professional analyses market data, consumer behaviour and industry trends to create plans that guide advertising and communication campaigns.

The role of a Strategic Planner requires a combination of analytical and creative skills. Through research and data analysis, they are able to identify meaningful insights that inform strategic decisions.

These insights are then translated into effective communication strategies for the target audience, ensuring that the brand’s message is clear and persuasive.

Strategic Planners also work closely with creative and marketing teams to ensure that campaigns are aligned with business objectives and effectively respond to market needs.

Role and responsibilities

The responsibilities of a Strategic Planner are varied and require a deep understanding of the market and consumer dynamics. Key tasks include:

- Market data analysis: gathering and interpreting data to understand trends and consumer preferences.

- Development of communication strategies: creating strategic plans that define the brand message and the most effective communication channels.

- Collaboration with creative teams: working closely with Designers, Copywriters, Art Directors and other professionals to develop campaigns that are consistent with the strategy.

- Performance monitoring: assessing the effectiveness of campaigns by analysing performance metrics and making adjustments to optimise results.

- Presentation of ideas and strategies: communicating developed strategies to clients or internal teams, ensuring all stakeholders are aligned on objectives.

Career

A career as a Strategic Planner offers growth opportunities in various sectors, including advertising agencies, consultancy firms, and marketing departments of large companies. With experience, one can progress to senior roles such as Head of Strategy or Chief Strategy Officer.

Salary levels vary depending on experience, company size, and geographic location. However, the role is generally well-compensated, reflecting the critical importance of effective marketing strategies to business success.

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Skills and training

Essential skills for a Strategic Planner include:

- Analytical skills: the ability to gather and interpret complex data to identify trends and insights.
- Strategic thinking: the ability to develop long-term plans that align marketing goals with overall business objectives.
- Creativity: the ability to translate insights into innovative ideas and successful campaigns.
- Effective communication: the ability to present ideas clearly and persuasively to various stakeholders.
- Market knowledge: an understanding of industry dynamics and consumer trends.

A background in marketing, communications, or economics is often preferred for those aspiring to become a Strategic Planner.

IED offers courses that combine theory and practice, preparing students with the skills needed to excel in this role through real projects and industry collaborations.

How to become a Strategic Planner

Becoming a Strategic Planner requires a mix of academic training and practical experience. It is advisable to pursue undergraduate or master’s degrees in marketing, communications, or related fields. Gaining hands-on experience through internships or entry-level roles in advertising or marketing is essential to developing a practical understanding of market dynamics.

If you’re interested in pursuing a career in strategic planning, explore IED’s training opportunities and choose the educational path that best suits your professional goals.