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Become A Planning Director

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Working As A Planning Director

  • Communicating with Supervisors, Peers, or Subordinates
  • Establishing and Maintaining Interpersonal Relationships
  • Interacting With Computers
  • Organizing, Planning, and Prioritizing Work
  • Making Decisions and Solving Problems
  • Mostly Sitting

  • Stressful

  • $119,647

    Average Salary

What Does A Planning Director Do

Advertising, promotions, and marketing managers plan programs to generate interest in products or services. They work with art directors, sales agents, and financial staff members.

Duties

Advertising, promotions, and marketing managers typically do the following:

  • Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media
  • Plan promotional campaigns such as contests, coupons, or giveaways
  • Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards
  • Negotiate advertising contracts
  • Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement
  • Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
  • Develop pricing strategies for products or services marketed to the target customers of a firm
  • Meet with clients to provide marketing or technical advice
  • Direct the hiring of advertising, promotions, and marketing staff and oversee their daily activities

Advertising managers create interest among potential buyers of a product or service. They do this for a department, for an entire organization, or on a project basis (referred to as an account). Advertising managers work in advertising agencies that put together advertising campaigns for clients, in media firms that sell advertising space or time, and in organizations that advertise heavily.

Advertising managers work with sales staff and others to generate ideas for an advertising campaign. They oversee the staff that develops the advertising. They work with the finance department to prepare a budget and cost estimates for the campaign.

Often, advertising managers serve as liaisons between the client and the advertising or promotion agency that develops and places the ads. In larger organizations with extensive advertising departments, different advertising managers may oversee in-house accounts and creative and media services departments.

In addition, some advertising managers specialize in a particular field or type of advertising. For example, media directors determine the way in which an advertising campaign reaches customers. They can use any or all of various media, including radio, television, newspapers, magazines, the Internet, and outdoor signs. 

Advertising managers known as account executives manage clients’ accounts, but they are not responsible for developing or supervising the creation or presentation of advertising. That task becomes the work of the creative services department.

Promotions managers direct programs that combine advertising with purchasing incentives to increase sales. Often, the programs use direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or special events to target customers. Purchasing incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, or contests.

Marketing managers estimate the demand for products and services that an organization and its competitors offer. They identify potential markets for the organization’s products.

Marketing managers also develop pricing strategies to help organizations maximize their profits and market share while ensuring that the organizations’ customers are satisfied. They work with sales, public relations, and product development staff.

For example, a marketing manager may monitor trends that indicate the need for a new product or service. Then he or she oversees the development of that product or service. For more information on sales or public relations, see the profiles on sales managers, public relations and fundraising managers, public relations specialists, and market research analysts.

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How To Become A Planning Director

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. These managers typically have work experience in advertising, marketing, promotions, or sales.

Education

A bachelor’s degree is required for most advertising, promotions, and marketing management positions. For advertising management positions, some employers prefer a bachelor’s degree in advertising or journalism. A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography.

Most marketing managers need a bachelor’s degree. Courses in business law, management, economics, finance, computer science, mathematics, and statistics are advantageous. For example, courses in computer science are helpful in developing an approach to maximize online traffic, by utilizing online search results, because maximizing such traffic is critical for digital advertisements and promotions. In addition, completing an internship while in school can be useful.

Work Experience in a Related Occupation

Advertising, promotional, and marketing managers typically have work experience in advertising, marketing, promotions, or sales. For example, many managers are former sales representatives; buyers or purchasing agents; or public relations specialists.

Important Qualities

Analytical skills. Advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization. 

Communication skills. Managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively with the public.

Creativity. Advertising, promotions, and marketing managers must be able to generate new and imaginative ideas.

Decisionmaking skills. Managers often must choose between competing advertising and marketing strategies put forward by staff.

Interpersonal skills. These managers must deal with a range of people in different roles, both inside and outside the organization.

Organizational skills. Advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members.

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Planning Director Demographics

Gender

Male

65.4%

Female

32.5%

Unknown

2.1%
Ethnicity

White

63.5%

Hispanic or Latino

13.2%

Black or African American

11.4%

Asian

8.1%

Unknown

3.9%
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Languages Spoken

Spanish

37.8%

French

9.8%

Portuguese

6.1%

Japanese

6.1%

Chinese

4.9%

Mandarin

4.9%

Arabic

4.9%

German

4.9%

Italian

3.7%

Russian

2.4%

Cantonese

2.4%

Urdu

2.4%

Swahili

1.2%

Kutchi

1.2%

Gujarati

1.2%

Hebrew

1.2%

Hindi

1.2%

Dakota

1.2%

Vietnamese

1.2%

Dutch

1.2%
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Planning Director Education

Schools

New York University

8.7%

Michigan State University

7.4%

University of Phoenix

7.4%

Pennsylvania State University

6.1%

Harvard University

5.7%

University of Southern California

5.2%

Cornell University

5.2%

University of Kansas

5.2%

Northeastern University

4.8%

University of Chicago

4.8%

Columbia University

4.3%

University of Pittsburgh -

4.3%

Syracuse University

3.9%

University of California - Berkeley

3.9%

Virginia Commonwealth University

3.9%

University of Texas at Austin

3.9%

Villanova University

3.9%

University of Florida

3.9%

University of Washington

3.9%

Franklin and Marshall College

3.5%
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Majors

Business

28.8%

Finance

12.5%

Marketing

8.1%

Management

7.0%

Accounting

6.2%

Urban Planning

5.1%

Political Science

4.4%

Economics

3.6%

Public Administration

3.3%

Communication

2.9%

Law

2.5%

Psychology

2.4%

English

2.2%

Human Resources Management

2.1%

Computer Information Systems

1.7%

Social Work

1.6%

Education

1.5%

Advertising

1.5%

International Relations

1.4%

Geography

1.4%
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Degrees

Masters

41.6%

Bachelors

35.6%

Other

10.2%

Doctorate

5.1%

Certificate

4.2%

Associate

2.9%

Diploma

0.2%

License

0.2%
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Real Planning Director Salaries

Job Title Company Location Start Date Salary
Group Planning Director BBDO USA LLC New York, NY Aug 18, 2014 $285,000
Financial and Planning Director Cabot Corporation Boston, MA Jan 01, 2014 $266,500
Group Planning Director Saatchi & Saatchi North America, Inc. New York, NY Aug 04, 2014 $230,000
Director of Planning and Reporting Proskauer Rose LLP New York, NY Jan 18, 2016 $227,178
Planning Director Brainjuicer, Inc. Denver, CO Jan 07, 2015 $207,000
Planning Director Brainjuicer, Inc. Denver, CO Jul 01, 2015 $207,000
Group Planning Director J. Walter Thompson USA, LLC New York, NY Aug 03, 2015 $199,000
Global Planning Director Microsoft Corporation Redmond, WA May 20, 2016 $196,000 -
$216,000
Strategy and Planning Director Juniper Networks Sunnyvale, CA Feb 18, 2016 $190,000
Director, Product Technology Planning Sandisk Corporation Milpitas, CA Sep 03, 2014 $187,858
Director of Product Technology Planning Sandisk Corporation Milpitas, CA Nov 12, 2015 $187,858 -
$207,858
Associate Planning Director Crispin Porter & Bogusky, LLC Boulder, CO Jun 01, 2014 $185,000
Director, Family Planning Bill & Melinda Gates Foundation Seattle, WA Jun 24, 2013 $182,017 -
$447,849
Director, Product Planning Motorola Solutions, Inc. Holtsville, NY Jul 21, 2014 $180,024 -
$220,000
Director, Planning Emerson Electric Co. Saint Louis, MO Jul 21, 2014 $164,000
Network Planning Director Lan Cargo S.A. Miami, FL May 20, 2013 $161,000
Planning Director Burnsgroupnyc, LLC New York, NY Jul 01, 2015 $160,000 -
$220,000
Director, Planning Reddy Ice Corporation Dallas, TX May 25, 2015 $155,000
Associate Account Planning Director Lopez Negrete Communications, Inc. Houston, TX Nov 23, 2016 $153,000
Planning Director R/Ga Media Group Inc. New York, NY Sep 01, 2015 $150,000 -
$170,000
Planning Director Huge, LLC New York, NY Sep 10, 2013 $150,000 -
$180,000
Market Strategy & Planning Director Cummins Inc. Columbus, IN Oct 31, 2016 $130,853 -
$140,400
Integrated Planning Director J. Walter Thompson U.S.A. LLC New York, NY Jun 30, 2014 $130,000
Planning Director SCPF America, LLC Miami Beach, FL Sep 23, 2013 $130,000
Refinery Planning & Economics Director Lima Refining Company Lima, OH Dec 02, 2016 $130,000 -
$180,000
Planning Director SCPF America, LLC New York, NY Sep 23, 2013 $130,000
Logistics and Planning Director Aquafil USA Inc. Cartersville, GA Aug 14, 2015 $129,412
Financial Planning Director SVB Financial Group Tempe, AZ Sep 02, 2013 $128,640 -
$192,960

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Top Skills for A Planning Director

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  1. Financial Statements
  2. Strategic Plan
  3. Procedures
You can check out examples of real life uses of top skills on resumes here:
  • Redesigned standard financial statements in a managerial accounting format which readily reflected the linkages between program areas.
  • Developed a comprehensive business and strategic planning model for emerging businesses including a best-in-class manufacturing model with financial/budgetary control of implementation.
  • Developed the strategy and operating procedures for One-Process designed to consolidate JNJ's and Pfizer's promotional display execution processes.
  • Automated several elements of the buying process, increased order accuracy, and facilitated reporting/decision-making throughout the product development process.
  • Formalized the Demand Planning process and instituted forecast accuracy metrics and a consensus forecasting process for all CCNA businesses.

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