Senior Account Planner; Remote

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.

The Senior Account Planneris 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…