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Become A Strategic Planner

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Working As A Strategic Planner

  • 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

  • $97,000

    Average Salary

What Does A Strategic Planner 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 Strategic Planner

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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Strategic Planner Jobs

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Strategic Planner Career Paths

Strategic Planner
Project Manager Business Development Manager Business Development Director
Senior Director Of Business Development
13 Yearsyrs
Project Manager Owner Marketing Director
Regional Marketing Director
7 Yearsyrs
Project Manager Marketing Manager Marketing Director
Brand Director
10 Yearsyrs
Operations Officer Operations Manager Marketing Director
Director Of Consumer Marketing
10 Yearsyrs
Operations Officer Director Marketing Vice President
Executive Vice President Marketing
11 Yearsyrs
Operations Officer General Manager Market Manager
Senior Market Manager
10 Yearsyrs
Program Manager Product Manager Product Marketing Manager
Strategic Marketing Manager
8 Yearsyrs
Program Manager Product Manager Senior Product Manager
Director Of Marketing And Product Management
9 Yearsyrs
Program Manager General Manager Business Development Director
Director, Strategic Alliances
12 Yearsyrs
Senior Planner Senior Buyer
Vice President, Merchandising
12 Yearsyrs
Senior Planner Planning Manager Product Marketing Manager
Partner Marketing Manager
7 Yearsyrs
Senior Planner Senior Project Manager Senior Manager Of Marketing
Integrated Marketing Director
8 Yearsyrs
Strategist
Senior Strategist
8 Yearsyrs
Marketing Manager Marketing Manager/Project Manager Marketing Account Manager
Retail Marketing Manager
7 Yearsyrs
Manager Marketing Manager Digital Marketing Manager
Brand Strategist
5 Yearsyrs
Strategist Product Marketing Manager Brand Marketing Manager
Marketing Services Manager
6 Yearsyrs
Military Analyst Senior Analyst Research Manager
Consumer Marketing Manager
7 Yearsyrs
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Do you work as a Strategic Planner?

Help others decide if this is a good career for them

Do you work as a Strategic Planner?

Average Yearly Salary
$97,000
View Detailed Salary Report
$51,000
Min 10%
$97,000
Median 50%
$97,000
Median 50%
$97,000
Median 50%
$97,000
Median 50%
$97,000
Median 50%
$97,000
Median 50%
$97,000
Median 50%
$186,000
Max 90%
Best Paying Company
Google
Highest Paying City
Colorado Springs, CO
Highest Paying State
North Dakota
Avg Experience Level
2.5 years
How much does a Strategic Planner make at top companies?
The national average salary for a Strategic Planner in the United States is $97,737 per year or $47 per hour. Those in the bottom 10 percent make under $51,000 a year, and the top 10 percent make over $186,000.

Real Strategic Planner Salaries

Job Title Company Location Start Date Salary
Strategic Planner Marketing Creative Artists Agency Los Angeles, CA Apr 08, 2013 $200,000
Strategic Planner Marketing Creative Artists Agency Los Angeles, CA Apr 20, 2015 $200,000
Senior Strategic Planner Saatchi & Saatchi North America, Inc. New York, NY Feb 22, 2013 $160,000
Strategic Planner, Agency Development Google Inc. New York, NY Nov 03, 2014 $150,000
Strategic Planner Encana Oil & Gas (USA) Inc. Dallas, TX Jan 01, 2011 $149,000
Strategic Planner Intel Corporation Austin, TX Mar 10, 2016 $143,146 -
$200,300
Strategic Planner Intel Corporation Hillsboro, OR Oct 07, 2014 $138,900 -
$280,700
Strategic Planner & Project Director, Growth Strategies NIKE, Inc. Beaverton, OR May 04, 2015 $135,000
Senior Strategic Planner Saatchi & Saatchi North America, Inc. New York, NY Feb 22, 2013 $135,000
Senior Strategic Planner Saatchi & Saatchi North America, Inc. New York, NY Oct 01, 2012 $135,000
Digital Strategic Planner (Product Planning) Samsung Telecommunications America, LLC Richardson, TX Jun 02, 2015 $134,826
Senior Strategic Planner Wieden+Kennedy, Inc. New York, NY Apr 01, 2014 $89,586 -
$155,000
Strategic Planner Emerson Process Management Regulator Technologies McKinney, TX Oct 01, 2012 $86,300 -
$128,300
Strategic Planner Emerson Process Management Regulator Technologies, Inc. McKinney, TX Oct 01, 2012 $86,300 -
$128,300
Strategic Planner Saatchi & Saatchi North America, Inc. New York, NY Nov 05, 2014 $86,070
Strategic Planner Admerasia Inc. New York, NY Oct 01, 2015 $85,000
Strategic Planner Intel Corporation Santa Clara, CA Jan 10, 2016 $84,573 -
$112,000
Strategic Planner GRMS It Consulting, Inc. Jersey City, NJ Sep 20, 2014 $81,393
Strategic Planner Intel Corporation Hillsboro, OR Jan 08, 2016 $67,475 -
$129,500
Strategic Planner M. Arthur Gensler, Jr. & Associates, Inc. CA Oct 02, 2011 $66,997 -
$96,000
Strategic Planner Emerson Electric Co. Saint Louis, MO Sep 09, 2011 $65,900 -
$110,000
Strategic Planner Ogilvy Commonhealth Worldwide New York, NY Feb 09, 2016 $65,000
Strategic Planner Shulogique LLC Jersey City, NJ Oct 01, 2012 $65,000
Manufacturing Strategic Planner Micron Technology, Inc. Boise, ID Aug 29, 2016 $63,939
Strategic Brand Planner Prime Access LLC New York, NY Sep 24, 2016 $61,589 -
$73,000

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Top Skills for A Strategic Planner

  1. Strategic Partnerships
  2. Strategic Plan
  3. Market Research
You can check out examples of real life uses of top skills on resumes here:
  • Developed strategic partnerships, mergers and acquisitions.
  • Produced the annual strategic plan, and provided information about DSL performance and metrics to Corporate and Regulatory organizations.
  • Presented strategies to optimize organizational growth and workforce practices for market research.
  • Investigated business development opportunities and new product concepts, developed proposals, and managed long-term market research and trend analysis team.
  • Provided project management leadership by facilitating Utility Group initial and ongoing capital project commitments at the Operations Manager level.

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Top 10 Best States for Strategic Planners

  1. Maryland
  2. Alabama
  3. Washington
  4. Wyoming
  5. District of Columbia
  6. Virginia
  7. New Mexico
  8. Alaska
  9. Rhode Island
  10. Michigan
  • (119 jobs)
  • (34 jobs)
  • (97 jobs)
  • (18 jobs)
  • (31 jobs)
  • (177 jobs)
  • (47 jobs)
  • (4 jobs)
  • (9 jobs)
  • (53 jobs)

Strategic Planner Demographics

Gender

Male

55.4%

Female

35.2%

Unknown

9.4%
Ethnicity

White

57.1%

Hispanic or Latino

14.0%

Black or African American

12.4%

Asian

12.0%

Unknown

4.5%
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Foreign Languages Spoken

Spanish

34.2%

French

17.1%

Chinese

7.2%

Mandarin

6.6%

Portuguese

6.6%

German

4.6%

Japanese

3.3%

Arabic

3.3%

Hindi

2.6%

Russian

2.6%

Italian

2.6%

Korean

2.0%

Cantonese

2.0%

Persian

1.3%

Swahili

0.7%

Turkish

0.7%

Gujarati

0.7%

Ukrainian

0.7%

Dari

0.7%

Thai

0.7%
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Strategic Planner Education

Schools

University of Phoenix

11.8%

Webster University

9.7%

New York University

6.9%

George Washington University

5.9%

Northwestern University

5.6%

Troy University

5.2%

U.S. Army War College

4.9%

Naval Postgraduate School

4.9%

Michigan State University

4.5%

University of Southern California

4.5%

University of Texas at Austin

4.5%

University of Maryland - University College

4.2%

Virginia Commonwealth University

4.2%

Cornell University

3.5%

University of Missouri - Columbia

3.5%

Johns Hopkins University

3.5%

Capella University

3.5%

National Intelligence University

3.1%

University of Pennsylvania

3.1%

University of Georgia

3.1%
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Majors

Business

29.4%

Marketing

12.0%

Management

8.0%

Finance

6.1%

Communication

4.8%

International Relations

4.7%

Advertising

4.0%

Public Administration

3.6%

Political Science

3.3%

Education

2.8%

Economics

2.6%

Public Relations

2.6%

Psychology

2.3%

Project Management

2.2%

Human Resources Management

2.2%

Accounting

2.1%

Computer Science

2.0%

History

1.8%

Law

1.8%

Intelligence Operations

1.7%
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Degrees

Masters

50.8%

Bachelors

29.5%

Other

10.0%

Doctorate

3.9%

Certificate

3.6%

Associate

1.5%

Diploma

0.5%

License

0.1%
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