Marketing Planner (Business or Consumer)

Two excellent opportunities have arisen for two ambitious and passionate candidates to join us as a marketing planner – one with a consumer focus and one with a business focus. You'll lead on developing integrated channel strategies for all Consumer marketing or Business marketing activity across owned, earned and paid media. You will ensure our marketing is audience focussed and data-led, understanding the motivations and behaviours of target audiences across different channels throughout the customer journey.

You will deliver compelling and cost-effective channel strategies that achieve impact and scale to reach our target audiences in the US, China, India, France and Germany. The Consumer planner will focus on leisure tourism visitors to London and international students. The Business planner will focus on investors and conference organisers. 

This is a great opportunity to join a Sunday Times Top 100 not-for-profit company, located in modern offices, overlooking the Thames, near London Bridge station.

Key Tasks:

• Identify quantitatively what needs to change in order to achieve the desired outcomes e.g. how audience scale and change of perception or behaviour will deliver against our outcomes.
• Identify the target Business (or Consumer) audience, using a variety of approaches including demographics, behaviour and attitudes to clearly identify target segments
• Analyse the customer journey for our Business (or Consumer) audiences, identifying the points at which intervention is most likely to be effective
• Define the role of marketing, in relation to other levers (price, policy etc), in driving the desired change in behaviour or perception
• Use industry datasets alongside owned data to analyse the media consumption, lifestyle behaviours and influencers of the target Business (or Consumer) segments
• Based on this data, set an overall channel strategy for owned, earned and paid which identifies the role of each channel in the customer journey to create the desired change in behaviour or perception
• Build a model for the campaign or project (including reach, frequency, impact by channel and other metrics) to forecast expected outputs and outcomes at each stage of the customer journey
• Set targets for each channel and stage of the customer journey
• Build an evaluation model for the campaign or project, working in collaboration with the Insights Team
• Using the data analysed, identify key insights to guide the messaging and creative approach
• Create a monitoring and optimisation framework to continuously monitor and improve the campaign throughout its lifetime, ranging from real-time automated optimisation to regular campaign strategy reviews
• Work with budget holders and the resource manager to ensure channel strategies are achievable and cost-effective
• Provide actionable insights from media, competitors and the latest industry trends that evolve and enrich planning and challenge conventional thinking 

You'll have:

• A proven track record of delivering data-led, audience-first channel strategies across different international markets that deliver against target outcomes
• Excellent knowledge of Business (or Consumer) audiences and channels in US, France, Germany, India and ideally China, across display, paid search, social, email, influencer marketing and PR
• Experience working with a varied set of large data sets and the ability to translate complex data to identify targeted audience segments based on behaviour, demographics and attitudes.
• Excellent written and verbal communication skills
• Committed to continuous learning and evolving with industry best practice
• Experience working in an agile marketing environment and as part of project teams
• Desirable: Fluent in one of French, German or Mandarin

You'll get:

• Flexible working environment including remote working and the opportunity to work in our HQ with great views over Tower Bridge
• To join a Sunday Times Top 100 not-for-profit company and a fast paced, flexible and upbeat environment
• To become part of the London Family and do great things for our City
• 30 days’ holiday (pro-rated) in addition to UK public holidays