Trade guide
Strategic planner
Are you passionate about marketing and communication and want to influence the strategic decisions of brands? Do you enjoy analysing consumer behaviour and turning these insights into concrete recommendations to guide advertising campaigns? Becoming a Strategic Planner could be the ideal option for your professional future, combining creativity, analysis and a direct impact on the commercial success of companies.
The business
What is a strategic planner?
Its role
The strategic planner defines the optimum communication direction for brands by analysing their marketing challenges and commercial objectives. You will make precise strategic recommendations to the creative teams to direct their campaigns towards the right targets. Your mission: to transform consumer insights into impactful strategies.
Its field of action
As a strategic planner, you will mainly work in a communications agency or in the marketing departments of companies. You will work closely with creative teams, art directors and account managers to build coherent and effective strategies. Your work is based on constant monitoring of sociological and economic trends. You analyse consumer behaviour through qualitative and quantitative research, enabling you to anticipate market trends and identify strategic opportunities for your clients.
The functions
What does a strategic planner do?
Your day-to-day work as a strategic planner is punctuated by in-depth analyses and strategic recommendations.
You define communication guidelines by analysing customer marketing issues
You make strategic recommendations to the advertising creative teams
You advise the sales teams with precise consumer insights
You keep a constant economic watch on market trends
You will carry out a sociological watch to decipher contemporary lifestyles
You study consumer trends and new buying patterns
You analyse consumer behaviour using qualitative and quantitative research
You identify opportunities and anticipate competitive changes
Qualifications
Qualities and skills needed to be a good strategic planner
Strategic analysis and market intelligence
Your main expertise lies in your ability to analyse consumer trends and behaviour. You master market research tools and transform data into actionable insights for communication strategies.
Communication and consultancy
Your ability to synthesise and present complex analyses into clear recommendations is an asset. You know how to convince and guide creative teams towards strategically relevant and creatively inspiring solutions.
Curiosity and adaptability
Your open-mindedness and constant curiosity fuel your understanding of changes in society. You anticipate change and adapt your methods to the new challenges of digital marketing and modern communication.
The benefits
What are the advantages of working as a strategic planner?
This job puts you at the heart of brand strategy, with a direct impact on their commercial success. You help shape the messages that reach millions of consumers, in a sector that is constantly evolving, driven by digitalisation and the growing importance of data in marketing decisions.
Your strategic expertise gives you a high degree of intellectual autonomy and attractive career prospects. You could progress to strategic planning director, strategy consultant or digital marketing manager, with opportunities in major Parisian agencies or the marketing departments of innovative companies.
Remuneration
Strategic planner: salary and career development
The job of strategic planner offers an attractive salary that rises significantly with experience. At the start of your career, you can expect to earn €25,000. After a few years’ experience, this salary rises to €47,500, with experienced planners earning up to €80,000.
In addition, there are often significant benefits: a variable component that can represent an additional €1,000 to €3,000 per year, bonuses based on targets, and in some structures, benefits in kind. Your career prospects will take you towards positions as strategic planning director or strategy consultant.
Up to
80 000€
Salary per year
Training courses
How do I become a strategic planner?
Our training courses
INSEEC offers a number of excellent courses to help you gain access to this strategic profession, combining marketing analysis and creative communication in a sector undergoing rapid digital transformation.
For example, you can opt for :
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