Audience Planning – Leading

What do you do?

You’re the client’s head go-to person for your particular department. You’ll be leading strategic conversations with clients and be an escalation point for both clients and your own teams. In addition to having commercial accountability, you’ll be the one to set the roadmap and steer your department’s output. You’ll also be expected to keep ahead of market innovations and identify projects that drive progress for your department.

Job titles could include:

  • Head of Audience Planning

What do your responsibilities look like?

As well as leading your departmental teams, you’ll also be the one to set goals, direct progression and keep up morale. In other words, you’ll be instrumental in instilling a culture of excellence within the agency. In addition, you’ll be a key contact for client leads. This is what your job entails:

  • Minimal oversight needed to translate client briefs into actionable insights and addressable, buyable audience cohorts
  • Contributing to pitches with senior strategist/audience planning support
  • Overseeing team development and progression, alongside managing team workstreams for wider client portfolio
  • Data creativity – identifying new sources, vendors, and methodologies
  • Ability to oversee and deliver client and new business responses with little or no oversight

How do you affect process and innovation?

As a departmental leader, you’ll help set the direction for your own department and work out the roadmap to get there.  You’ll also help develop your department’s work and achievements. In addition, you should keep both clients and your department up to speed on the latest market innovations, as well as identify projects that help drive progress.

What skills do you need?

  • Broad understanding of data, tech and platform audience targeting
  • Day-to-day team resource coordination and continuous/proactive project management
  • Significant line management experience in data, insight, analytics, or audience capacities

What training is required?

  • Advanced Leadership Training
  • IPA Excellence in Leadership
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