Brand Planner

Carmichael Lynch

 About Us:

Carmichael Lynch was established in 1962, and we’ve been re-establishing ourselves every day since to deliver the Unfair Ideas that give our clients an unfair advantage. Because we believe that’s what this business requires: a fresh perspective, a new approach, and an interdependent group of people dedicated to taking on whatever new challenge or opportunity the day brings.

That’s why we bring a holistic approach to marketing, gathering together the best of all disciplines under one roof. We understand that today’s modern companies need a creative partner that works the way they do: fast, open, and collaboratively. Which, done correctly, is itself a little unfair.

Position Details

Brand Planner
Twin Cities Metro
Minneapolis, MN

We are seeking a Brand Planner to join our team!


The brand planner is responsible for partnering closely with the planning director and internal teams to help shape strategy on client accounts. This individual should understand their client's business context, their competitive position, and their consumer target audience(s), executing research, creating trend reports, and writing inspiring creative briefs.

Areas of Focus:

Inform & Create Brand Strategies:

  • Comfort with tools such as brand architecture, consumer segmentation, etc. Ability to begin identifying which tools are needed at different points in the strategy development process. 
  • Develops inspiring creative briefs based on a deep knowledge of the client’s business, competitive landscape, cultural environment and target consumer. 
  • Inspires integrated teams with kickoff presentations that bring the brand, the consumer and the strategy into sharp relief, crystallizing what we are doing and why. 
  • Provides ongoing inspiration to integrated teams throughout the creative development process. 
  • Develops strong, collaborative partnerships with integrated internal teams including creative, account management, media, PR, social and analytics, to ensure cohesive cross-channel strategy from start to finish. 
  • Demonstrates a clear understanding of client businesses and begins to proactively identify opportunities.


  • Leads development and execution of all primary and secondary research projects, everything from setting objectives, to developing the questions that need to be answered, to partnering with research providers, to developing and presenting the final client deliverable. 
  • Creates target audience profiles in Simmons/MRI tools, bringing the audiences to life in interesting ways for mutliple stakeholders. 
  • Understands and can help shape client research efforts, including segmentation studies, A&U studies and ad testing. 
  • Power user of secondary resources like Mintel, Kantar MONITOR and WARC. 
  • Develop relationships with research suppliers and vendors, staying up-to-date on the best research methodologies to use for various needs.


  • Shapes and reframes approaches to each project with the integrated team.

What We Believe:

We believe that when the best of strategy and creativity come together, brands stand apart.



  • A bachelor’s degree with an emphasis on psychology, sociology, anthropology, advertising, or related field or strong relevant experience.

Preferred Skills and Experience:

  • A minimum of 3+ years of brand planning or related experience at an advertising agency or on the client side. 
  • Proven ability to work with creative teams. 
  • Proven ability to execute quantitative and qualitative research projects. 
  • Experience working with Simmons/MRI and syndicated research partners. 
  • Ability to coach junior planners on projects. 
  • Ability to develop a positive and collaborative relationship with clients. 
  • Ability to proactively drive work forward while collaborating with key partners throughout. 
  • Strong writing, reasoning and presenting skills.


  • Curiosity and desire to understand culture and what drives human behavior. 
  • Passion for the creative process and developing break-through work. 
  • Proactive, accountable, resourceful, and results-driven. 
  • Motivated to seek new opportunities and to take initiative.

Our Hiring Philosophy:

Carmichael Lynch is committed to creating a diverse, safe and welcoming workplace with opportunity for all. We strive for inclusion, equity and diversity in both our words and actions. BIPOC, women, marginalized communities, LGBTQIA+, veterans and persons with disabilities are encouraged to apply. To learn more, please visit:

What’s In It for You:

  • Professional Development (performance reviews 2x annually, training opportunities related to your field of development, one-on-ones with managers, etc.) 
  • We offer competitive, equitable salaries (reviewed annually to ensure equity and competitiveness) 
  • A strong, vibrant, continually-evolving Diversity, Equity and Inclusion belief (in thought and action), encompassing our agency and our Employee Resource Groups (ERGs). Recognizing the voices that need to be heard. 
  • Competitive, company and employee sponsored benefits, including: Medical, Dental, Vision, 401k (company matched 50% of first 6%), PTO (vacation/sick time) allowance, 12-week maternity leave, 6-week parental leave, 20 paid company holidays, Family Building Benefit (adoption, surrogacy benefit), tuition reimbursement and much more.

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