Xpresso Global
Website:
xpressoglobal.net
Job details:
Strategist cum Planner
Experience: 3-6 Years in Strategy, Planning, or Marketing
Location: Calicut
Department: Strategy & Planning
Employment Type: Full-Time
About the Role
The Strategist cum Planner is responsible for converting business challenges into clear, insight-driven
marketing strategies and campaign plans. This role acts as the bridge between client requirements,
research, creative thinking, and execution defining strategic direction for campaigns across ATL, BTL,
digital, and experiential platforms.
The role begins when a business problem, brief, or campaign requirement is identified, and ends
when the creative and execution teams have a clear, actionable plan. While not directly responsible
for execution, the Strategist cum Planner is accountable for ensuring that the direction provided is
strong, relevant, and aligned with business objectives.
Key Responsibilities
Strategic Planning
● Understand client business challenges and convert them into strategic opportunities.
● Develop campaign strategies, brand positioning, and communication frameworks.
● Define campaign objectives, target audience, messaging, and campaign roadmap.
● Build structured strategic plans for integrated campaigns across ATL, BTL, digital, and on-ground platforms.
Research & Insights
● Conduct market research, competitor analysis, and audience behaviour studies.
● Analyse consumer psychology, cultural trends, and regional market insights.
● Identify what is working in the market, saturated opportunities, and potential gaps.
● Use data, observations, and research findings to build actionable insights.
Strategy Development
● Create strategies backed by research, data, and logic.
● Define communication architecture and content direction.
● Develop campaign and monthly planning frameworks.
Creative Collaboration
● Create clear and inspiring briefs for creative, digital, and communication teams.
● Collaborate with copywriters, designers, and production teams.
● Ensure all creative outputs align with strategic objectives.
● Support ideation for campaigns, activations, and brand experiences.
Documentation & Presentation
● Prepare research summaries, key insights, strategy direction, and campaign plans.
● Build strategy decks and pitch presentations.
● Present ideas and rationale clearly to clients and internal teams.
Performance Review
● Monitor campaign effectiveness and analyse results.
● Identify learnings and convert them into improved future strategies.
● Continuously refine plans based on performance insights.
Team Leadership
● Lead the POD.
● Guide creative, communication, and digital teams with strategic inputs.
● Share research findings and market insights internally.
● Ensure all departments work toward a common strategic direction.
● Take ownership of strategic outcomes and accountability for results.
Qualifications & Skills
● Bachelor's degree in Marketing, Advertising, Business, or a related field.
● 3-6 years of experience in strategy, planning, or marketing roles.
● Experience in integrated campaigns within an agency or brand environment preferred.
● Strong strategic and analytical thinking.
● Market research, competitor analysis, and consumer behaviour understanding.
● Brand positioning, campaign planning, and data interpretation.
● Presentation and storytelling skills - ability to sell an idea in a room.
● Leadership and cross-functional collaboration skills.
Key Performance Indicators
● Quality and clarity of strategic direction provided to creative and execution teams.
● Strength and originality of insights and research.
● Effectiveness of campaigns and ideas developed under strategic guidance.
● Alignment between strategy and final creative output.
● Contribution to successful pitches and client growth.
● Ability to improve outcomes through data-backed planning.
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