Job description
Company Description
Vericast is the financial institution (FI) performance partner. We help banks and credit unions drive growth, improve efficiency, increase engagement and navigate change through the power of data, technology and people. Our advanced analytics, data-driven insights and integrated solution set enable better execution with agility, precision and scale. That’s why thousands of financial institutions look to Vericast and our 150 years of financial services expertise to help them achieve more.
Job Description
The Senior Account Planner is a strategic leader within Vericast’s performance marketing agency, responsible for developing and maintaining comprehensive, data-driven media strategies and always-on campaign plans for financial institution clients across all digital channels. This role translates client business objectives into integrated, long-term strategic roadmaps and tactical media plans that drive measurable results, supporting Vericast’s evolution toward a managed services and agency-of-record model rather than ad-hoc campaign execution. The Senior Account Planner collaborates extensively with Client Strategists, Media Directors, Media Specialists, Account Managers, and cross-functional teams to ensure strategic alignment, best-practice implementation, and continuous optimization across client portfolios. This position requires deep expertise in omnichannel digital marketing strategy, financial services marketing nuances, and the ability to synthesize complex business requirements into actionable media plans. Operating as a strategic consultant internally and externally, the Senior Account Planner provides thought leadership on media strategy, channel selection, audience targeting, and performance optimization while partnering closely with execution teams to ensure campaigns are built to plan and positioned for success.
KEY DUTIES/RESPONSIBILITIES
Account & Campaign Strategy Development: Develop comprehensive, integrated media strategies for client accounts that align with business objectives, target audience insights, competitive positioning, and performance goals; Create always-on strategic roadmaps and ongoing optimization frameworks that support long-term client relationships and managed services engagements rather than one-off campaign executions; Design detailed campaign strategies and media plans that specify channel mix, budget allocation, audience targeting, messaging frameworks, creative requirements, and success metrics; Partner with Client Strategists to translate client business goals and success plans into actionable marketing and media strategies that support sustained growth; Establish strategic priorities across multiple concurrent client accounts, balancing resource constraints with growth opportunities and continuous improvement initiatives; Develop test-and-learn frameworks, quarterly optimization roadmaps, and strategic pivots based on performance data, market dynamics, and evolving client needs (25%)
Media Planning & Channel Strategy Orchestration: Architect cross-channel media plans spanning
paid search, paid social, programmatic display, direct mail, CTV, and emerging channels based on
client objectives and audience behavior; Partner with Media Directors (Paid Search, Paid Social,
Programmatic) to incorporate channel-specific best practices, platform capabilities, and tactical
recommendations into strategic plans; Develop audience segmentation strategies, targeting
parameters, and data activation plans leveraging first-party, third-party, and proprietary consumer
data assets; Create media mix models and scenario planning to optimize budget allocation across
channels and campaigns for maximum ROI; Design holistic, year-round media strategies that
support agency-of-record relationships and continuous optimization rather than discrete campaign
cycles; Stay current on platform innovations, industry trends, competitive tactics, and emerging
opportunities in financial services marketing (20%)
Client Consultation & Strategic Presentation: Serve as a strategic voice in client interactions,
presenting media strategies, campaign plans, performance insights, and optimization
recommendations with clarity and confidence; Facilitate strategic planning sessions and workshops
with clients to align on objectives, review performance, and co-create strategic roadmaps for
always-on programs; Translate complex data, channel mechanics, and technical concepts into
accessible, actionable insights for client stakeholders at all levels; Partner with Account Managers,
AEs, and Sales to support relationship management, renewals, upsells, and strategic account
growth within a managed services framework; Build trusted advisor relationships with clients by
demonstrating deep understanding of their business challenges, market dynamics, and growth
opportunities (20%)
Campaign Implementation Oversight & Quality Assurance: Provide strategic guidance during
campaign setup and implementation to ensure Media Specialists and execution teams build
campaigns according to strategic plans and industry best practices; Review campaign structures,
targeting configurations, creative applications, and tracking implementations to validate alignment
with strategic intent; Participate in campaign launch readiness reviews, identifying risks and gaps
before go-live; Monitor in-flight campaign performance against strategic benchmarks, providing
course-correction guidance and optimization directives as needed; Ensure compliance with
financial services regulations and platform policies throughout campaign planning and execution
(15%)
Performance Analysis & Strategic Optimization: Analyze campaign performance data across
channels to identify trends, diagnose issues, and uncover optimization opportunities within
always-on programs; Develop actionable recommendations for budget reallocation, audience
refinement, creative pivots, and channel expansion based on performance insights and continuous
learning; Build post-campaign and ongoing performance analysis reports that connect outcomes to
strategic decisions, documenting learnings for future application; Establish performance
benchmarks and success frameworks that guide ongoing optimization and strategic decision-
making across client portfolios; Partner with Data Analysts and Performance Intelligence teams to
access advanced insights, validate hypotheses, and refine strategic approaches (10%)
Cross-Functional Collaboration & Team Integration: Work seamlessly across execution teams,
providing strategic guidance and ensuring consistency in planning approaches across all client
engagements; Collaborate with Media Specialists to leverage their channel expertise while
providing strategic direction and prioritization; Partner with Data Analysts and Performance
Intelligence teams to access insights, build reporting frameworks, and validate hypotheses; Engage
with Creative, Compliance, and Technology teams to ensure strategic plans are feasible, compliant,
and optimized for execution; Contribute to the development of standardized planning frameworks,
templates, and processes that scale as the agency grows and matures (10%)
Qualifications
EDUCATION
Bachelor’s Degree in Marketing, Advertising, Business, Communications, or related field (Required)
Master’s Degree (MBA, Marketing, or related field) (Preferred)
EXPERIENCE
8-10+ years of experience in digital marketing strategy, media planning, or account planning within
an agency or in-house marketing environment (Required)
5+ years developing integrated, multi-channel media strategies and campaign plans (Required)
Proven track record of translating business objectives into effective media strategies that drive
measurable results (Required)
Experience working in cross-functional, collaborative environments with media specialists, creative
teams, and client-facing roles (Required)
Demonstrated expertise across multiple digital channels including paid search, paid social,
programmatic display, and emerging media (Required)
Financial services marketing experience (banking, credit unions, fintech) (Strongly Preferred)
Experience with always-on marketing programs, managed services models, or agency-of-record
relationships (Preferred)
KNOWLEDGE/SKILLS/ABILITIES
Strategic Thinking & Planning: Exceptional ability to synthesize complex business requirements,
audience insights, and competitive dynamics into cohesive, actionable media strategies; Strong
strategic frameworks including PESTLE analysis, SWOT, customer journey mapping, media mix
optimization, and test-and-learn methodologies; Ability to think holistically across channels while
understanding the nuances and best practices of individual platforms; Experience developing long-
term strategic roadmaps and always-on optimization frameworks that support managed services
relationships
Financial Services & Regulatory Knowledge: Understanding of financial services marketing
challenges including compliance requirements (CFPB, FDIC, Fair Lending), consumer trust factors,
and attribution complexity; Familiarity with banking and credit union business models, product
lifecycles, and key performance indicators (account growth, loan origination, deposits, etc.);
Awareness of data privacy regulations (GDPR, CCPA, GLBA) and their impact on audience targeting
and campaign execution
Media & Channel Expertise: Deep knowledge of digital media channels, platforms, targeting
capabilities, and performance benchmarks across paid search, paid social, programmatic display,
direct mail, CTV, and emerging media; Understanding of audience data activation, identity
resolution, and first-party data strategies; Familiarity with ad tech ecosystem including DSPs,
DMPs, CDPs, attribution platforms, and analytics tools
Analytical & Data-Driven Decision Making: Strong analytical skills with the ability to interpret
performance data, identify patterns, and derive actionable insights; Proficiency with data analysis
tools, Excel/Google Sheets modeling, and data visualization; Comfort working with KPIs, conversion
funnels, attribution models, and ROI calculations
Communication & Presentation: Exceptional written and verbal communication skills with the
ability to craft compelling narratives around strategic recommendations; Confident presenter
capable of facilitating workshops, delivering strategy presentations, and defending
recommendations to senior client stakeholders; Ability to translate technical marketing concepts
into accessible language for non-marketing audiences
Collaboration & Influence: Proven ability to work effectively across cross-functional teams, building
consensus and influencing without direct authority; Skilled at partnering with subject matter
experts (Media Directors, Specialists, Data Analysts) to leverage their expertise while maintaining
strategic direction; Strong interpersonal skills with the ability to navigate competing priorities,
manage stakeholder expectations, and drive alignment
Detail-Oriented Execution: Meticulous attention to detail when reviewing campaign plans,
ensuring strategic intent is reflected in tactical execution; Ability to balance strategic thinking with
practical implementation considerations, identifying risks and dependencies early
Adaptability & Continuous Learning: Intellectual curiosity and commitment to staying current on
platform innovations, industry trends, and marketing best practices; Comfortable operating in a
fast-paced, evolving environment where priorities shift based on client needs and business growth;
Growth mindset with willingness to experiment, learn from failures, and iterate on strategic
approaches
Additional Information
Base salary: $120,000-$150,000
*Applications will be accepted through January 8, 2026, after which the posting will be closed and no longer available for submissions.*
The ultimate compensation offered for the position will depend upon several factors such as skill level, cost of living, experience, and responsibilities.
At Vericast, we don’t just accept differences - we celebrate them, we support them, and we thrive on them for the benefit of our employees, our clients, and our community. As an Equal Opportunity employer, Vericast considers applicants for all positions without regard to race, color, creed, religion, national origin or ancestry, sex, sexual orientation, gender identity, age, disability, genetic information, veteran status, or any other classifications protected by law. Applicants who have disabilities may request that accommodations be made in order to complete the selection process by contacting our Talent Acquisition team at [email protected]. EEO is the law. To review your rights under Equal Employment Opportunity please visit: www.dol.gov/ofccp/regs/compliance/posters/pdf/eeopost.pdf.
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