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Manager, Creative Strategy

Location: Denver, CO.
Company Description:

Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency's heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 5,500 employees, Merkle is headquartered in Columbia, Maryland, with 24 additional offices in the US and 25 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network.

We are champions for meaningful progress and we strive to be a force for good—for our people, for our clients, for the industry and for our society. We keep our people at the center, creating space for growth, understanding and learning so they can thrive. We embed diversity, in our mindset, in our solutions and in our teams to empower an inclusive, equitable and culturally fluent environment. Building this culture within our teams makes us better collaborators with each other and with our clients, driving better outcomes for all. Merkle is an agency of dentsu.

Job Description:

A Manager of Creative Strategy within Performance Creative (PC) at Merkle partners with a Sr Director / VP Creative strategies to deliver creative strategy for assigned clients.  Their responsibilities will break into three categories, but may extend beyond these functions as required:

  1. Dynamic Creative Optimization Management and Execution
  2. Learning Agenda Management and Execution
  3. Audience and Competitive Insights

1.     Dynamic Creative Optimization Management and Execution

Creative Strategy Managers will partner with Senior Creative Strategists to develop the Personalization and Optimization plan for a client’s Dynamic Creative strategy.  Dynamic Creative may encompass Display, Paid Social or Email Channels.  Upon the creation of the strategy, the Creative Strategy Manager will be responsible for the continued improvement and execution of the approach.

The following are the responsibilities for Dynamic Creative Optimization:

  • Develop and ongoing management of audience / content matrix
  • Engagement with external DCO partners to ensure the accurate execution of the plan outlined within the audience / content matrix.  This includes requirements development, creative oversite and test design
  • Working with other agency functional teams (Analytics, Vertical Strategy, Media, Client Services) and acting as the coordinator/ integrator between those teams to executive the Dynamic Creative Optimization strategy
  • Ongoing monitoring of in-market test results.  Under the supervision of a Senior Creative Strategist, develop recommendations for testing next steps and the presentation of those recommendations to internal and client stakeholders

2.     Learning Agenda Management and Execution

Creative Strategy Managers will partner with Senior Creative Strategists to develop the creative Learning Agendas for assigned clients.  Upon the creation of the Learning Agenda, the Creative Strategy Manager will be responsible for the continued improvement, execution, reporting of the Learning Agenda.

The following are the responsibilities for Learning Agenda:

  • Understand the strategic intent behind the development of creative test planning and roadmaps
  • Develop strategic briefs and communicate test approaches to Performance Creative Teams.  Partner with Creative Teams to ensure the accurate and high quality execution of in-market testing
  • Coordinate with other agency teams (Analytics, Media) to ensure the sound execution and measurement of test plan recommendations
  • Maintain and communicate reporting / tracking of all test results to internal and client stakeholders
  • Ongoing monitoring of in-market test results.  Under the supervision of a Senior Creative Strategist, develop recommendations for testing next steps and the presentation of those recommendations to internal and client stakeholders

 

3.     Audience and Competitive Insights

When required on given client, Creative Strategy Managers will independently develop insights on targeted audiences within client campaigns as well as maintain a focused understanding of competitive creative approaches

  • Utilize insight tools (e.g., Merkury Insights Platform, social listening tools, search/ key word analysis, etc.) to develop meaningful audience insights that drive relevance into Merkle’s creative executions.  Leverage these insights to develop Audience Insights maps for targeted audiences.
  • Partner with Senior Creative Strategist and Performance Creative teams to convert audience insights into Positioning Prisms and Message Blueprints.  Serve as the “voice of the audience” in these strategic conversations.
  • Develop insights on competitive positioning and in-market creative tactics.  Develop and communicate insights to internal and client stakeholders. Leverage those insights to improve clients Creative Strategy.
  • Providing creative strategic support for the account management teams and their Performance Creative accounts
Qualifications:
  • 5+ years marketing experience, with exposure to client strategic approaches
  • Demonstrable experience successfully communicating integrated marketing solutions internal and client audiences in B2C and B2B organizations.
  • Experience in an agency or marketing capacity in multiple of the following industries: consumer products, financial services, insurance and wealth management, travel, media and entertainment, health care, pharma/life sciences, and non-profit
  • Passion and desire to understand of current trends and capabilities in performance media and CXM, including responsive content strategy and development, display /paid social media and emerging trends in addressable media.
  • Experience working with analytic teams, ability to interpret results and develop meaningful and actionable insights.
  • Strong writing, presentation and client-facing communication skills (presentation samples may be requested)
  • Good multi-tasking, networking, time management and interpersonal skills.
  • Comfort and experience working within a highly matrixed organization in roles with a wide degree of latitude
Additional Information:

All your information will be kept confidential according to EEO guidelines.

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More Information:

Graduate Opportunities: Whether you're still studying, recently graduated or are already working and fancy a career hop, we could have a perfect opportunity for you.
Experienced Hires: Leverage your expertise, challenge the status quo and grow your career at Merkle.