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Highlights for Children has an immediate opportunity for a Media Planner to be responsible for designing and implementing marketing database-related media strategies and campaign execution from start to finish. Develops new methods for maximizing profitability and efficiencies while navigating through a Marketing Database conversion to a relational database platform. Analyzes data, maintains data integrity, keeps accurate historical records, and provides reports that demonstrate campaign plans at both a strategic and detailed level.
Responsibilities: • Gain expertise on the media-related aspect of the upcoming Marketing Database conversion, and its impact on HFC’s marketing efforts. • Make recommendations for new and/or revised strategies for data selection, based on the new marketing database, as well as shifts in the external list environment. • Analyze historical campaign performance and segmentation strategies, and translate this knowledge into media planning for upcoming marketing campaigns. • Become expert on all external and internal data sources related to assigned campaign planning; understand how data is compiled and verified, brainstorm segmentation, modeling, and cooperative database options, and communicate strategies to the media and marketing database groups, as well as external suppliers. • Prepare and formally present data recommendations for marketing campaigns. Work closely with the market manager, service bureau, marketing database department and internal analysts to execute marketing list plans. • Provide clear, accurate reporting demonstrating relative profitability and strategy of the list and segmentation decisions. Effectively summarize and communicate database testing results and recommendations. • Process lists for use in campaigns. Manage the procurement process including setting schedules, organizing meetings, and writing merge-purge instructions to meet campaign deadlines. • Understand, execute, track, communicate and improve upon techniques related to data merge-purge, marketing test panel setup, and customer contact strategies. • Brainstorm new and “out of the box” paradigms for data use. Demonstrate flexible thinking and embrace change in database strategy and execution. • Maintain and update data for historical and reporting purposes according to media group guidelines and standard practices. • Continually evaluate existing processes and offer/implement suggestions for improvements and cost reduction. Analyze merge-purge output to ensure correct processing and to glean helpful marketing information. Alter process or recommend tests based on findings. • Manage good vendor relationships; make recommendations for new vendors and services. • Follow corporate procedures relative to List Acquisition. • Review and approve invoices related to processing. • Manage related projects in areas such as alternative media, modeling, overlays, etc.
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