Director - Communications Planning - CFA Institute - London

Job description
JOB SUMMARY
The Director, Communications Planning is responsible for translating product and customer goals and budgets into marketing communications campaign plans and briefs that will guide the organization’s execution against its business and MarComm goals.
They will have a deep expertise and understanding of customer needs, of which methods and tactics best address specific goals and audiences, and how to determine the optimal tactical mix by channel, medium and geography. They will also evidence a clear understanding of how defined audiences consume and respond to communications content, across all aspects of today’s media landscape (PSOE).

At the heart of the Customer Marketing team with CFA Institute Marketing & Communications division, the role will apply customer insights and communications and channel planning to the development and execution of all MarComm plans globally. The position will be supported by the Head, Customer Marketing.
ESSENTIAL FUNCTIONS
Responsible for translating audience and customer journey knowledge into integrated, multi-channel and digital marketing strategies
Developing integrated annual MarComm plans and communications briefs which enable the organization to maximize its use of internal and external/agency resources
Responsible for distilling audience/customer needs insights into compelling briefs for our communications agencies
Co-lead the agency relationship (along with Director, Campaign Management), to ensure that optimal strategies and creative campaign solutions are delivered on time and on budget
Analyze plan effectiveness and recommend actions accordingly.
Outline the role of channels within a given campaign opportunity
Collaborate with creative and media in the development of creative ideas and engagement tactics
Organize, concept, and develop culturally relevant tactical ideas that live in media environments in the context of specific communication tasks
Take high-level strategies and creative ideas and break them into their specific communication tasks
Examine and interpret client data and research to ensure it is reflected in the strategy
Identify compelling motivators, barriers and channel insights
Constantly review and align the customer experience with the mission while taking into account the latest trends and technologies
Helps author communications strategic frameworks and deliverables including customer journey (Consumer goal, barriers, drivers, tasks) and communications ecosystem

Desired Skills and Experience
EDUCATION / EXPERIENCE
Minimum 10 years Brand and Marketing Communications planning and operational experience, including demonstrable success in developing and delivering multi-dimensional campaigns.
Has a deep understanding of CFA Institute audience by market, segment and product.
Good understanding of best practice and the relevant experience in how to translate a customer journey into marketing strategies
Previous experience in Communications Planning
Strong digital understanding
Knowledgeable of communications and connections planning disciplines
Proven understanding of customer insights and their role in communications development
Integrated marketing planning knowledge
Broad and deep knowledge of analytics, marketing tactics and channels
Previous experience of working with agencies.
Proven ability to lead multi-function project teams, demonstrating excellent influencing and relationship building skills.
Ability to think strategically and to innovatively shape and communicate new concepts.
Familiar with operating within a matrix organization, leading local and virtual teams.
Capable of, and experienced in, briefing both agency and marketing teams.
Global cultural orientation and working experience
Excellent interpersonal skills including a professional and diplomatic demeanor
Excellent communication skills including written, verbal, listening, and presentation
Experience in project management, with skills necessary to interpret what is needed for the success of a project and to create appropriate schedules for timely delivery
Very high level of organizational and time management skills
Flexibility in competently juggling competing priorities and changing expectations
Must demonstrate outstanding judgment and mature business skills with the ability to establish a strong rapport with senior management
TRAVEL REQUIREMENTS
Travel will be approximately 20 percent of the time

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