In a nutshell
This individual will support the design and development of our marketing communications for all campaigns across all marketing channels and touch-points. They will support the Marketing Campaign Manager on larger campaigns, or they might be individually accountable for smaller campaigns.
This individual is likely to be accountable for planning and execution within individual marketing channels
They will play a major part in our ability to differentiate our brand, excite our customers and create demand.
What I need to do
Campaign Planning and Delivery
Marketing Campaign Assistants will work with Marketing Campaign Managers to help them take marketing briefs generated in the Marketing Planning team and bring them to life. They are responsible for supporting the development of manageable portions key outputs, including:
The development of a creative treatment, design and production of all creative work, where their role is likely to be the development an individual piece of creative work – i.e. Press activity; or
The development of a media plan by week, by channel where their role is likely to be the development of a single channel plan – i.e. TV planning
This individual will need to support the Marketing Campaign Manager to translate each planning brief into an inspiring brief for the cross-channel and agency team.
Their role is more executional than the Marketing Campaign Manager or Executive, and they will play less of a role in upfront planning, but a greater role in downstream delivery of campaigns
They will be responsible for developing key pieces of creative, such as press advertising
The individual will work closely with agencies and channel teams to ensure that individual marketing communications are delivered with the correct creative and media at the right time. They will be critical in ensuring that campaigns are delivered correctly to a plan
They will need to develop the execution brief and create a virtual team with key members of the Marketing Communications team, as campaigns move into the execution phase.
This individual will need to work with other Marketing Campaign Executives and Assistants to ensure that individual campaigns dovetail effectively without duplication or over-exposure whilst still achieving individual campaign objectives.
They will need to work with Marketing Planners to ensure that each campaign has clear metrics and that the recommendations are able to meet these objectives
Media Planning and Budget Management
It is critically important that this individual is an excellent and diligent budget manager. They will have campaign budgets to manage (<£500k) and will need to ensure that these budgets are spent as efficiently and effectively as possible at all times
The individual must be knowledgeable of key above-the-line media and have a working understanding of the technical details of how media is planned and bought.
Challenge the external creative and media agency to deliver best in class advertising that delivers to the brief: always striving to be one step ahead with every campaign.
This individual must have some agency experience to ensure that they are able to manage the relationship with key agency personnel, manage performance regularly, and get the very best output from our partners
Responsible for management and evaluation of agency performance and relationship to ensure consistently high delivery of work
How I will succeed
Campaigns are delivered on plan, to brief and meet pre-agreed marketing and commercial objectives
Creative output is consistently excellent, on brand and well applied
Highly organised – this individual will need to manage complex briefs through a network of channel teams and agencies
Budget management – all campaigns are delivered within budget
Communication – this individual needs to work effectively with the Marketing Campaign Manager to execute the campaign as a whole. It is therefore critical that they maintain open communication, share challenges and work together
Strong relationships – builds strong and lasting relationships across marketing channel, agency and commercial teams
What I need to know
A knowledge of key marketing principles (preferably within the retail sector) and the end to end process for a marketing campaign from brief to execution
Experience of media planning and buying across key ATL channels
A working knowledge of digital marketing channels and a curiosity to learn more
Ability to operate as an effective tactical thinker – someone who is responsive and quick to act
An understanding of the communication channels available and how to best communicate in them. The ability to make decisions and recommendations on the best media mix to deliver campaigns.
A good understanding of the metrics that drive customer brand perceptions and media performance
How to influence and engage stakeholders to deliver effective campaigns
What I need to show
The ability to get the best out of virtual teams, influence across teams and bring diverse stakeholders together to meet a single goal
Self-motivation and decisiveness to build and execute campaigns
Willingness to learn new skills and develop an understanding of new channels and media
Strong communication and an ability to influence others