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Posts Tagged ‘ATU’

What the hell does a digital strategist / planner do, anyway?

Sunday, September 25th, 2011

Someone asked me the other day to explain my job function. I started to talk about one thing and then another and then another and then another…and then I stopped when I realized I was jumping all over the place and said, “I think I need to visualize the structure and get back to you”.

This was an eye opening moment for me in many ways because over the past 2 years my responsibilities have grown, shifted, adapted and redefined themselves on a need-based timeline. I know what I do on a daily basis; I know no day is ever the same; I’m in a needs-based position. I am also cognizant of having the word strategist in my title; it begs for a “functional” definition of what do you “do”? Not what do you “think”– but what is it that you “do”, what do you “produce”?

So I’ve gone through this exercise to sketch out what is I think a digital strategist/planner does. (based on my personal experiences and what skills I believe are needed for optimal cross-channel marketing integration)

 

 

 

 

 

 

 

 

 

 

The net-net: I believe a digital strategist provide guidance to departments: account, creative, UX and production & works as a liaison with departments such as UX, IT, project management and analytics. We facilitate the path for others to define and design sustainable ideas, quality engagement initiatives and memorable experiences across digital channel opportunities, and sometimes I even create those paths alone, by myself. (more…)

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