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Key Responsibilities and Required Skills for Image Planner

💰 $65,000 - $95,000

MarketingCreativeE-commerceMerchandisingPlanningRetail

🎯 Role Definition

An Image Planner serves as the strategic link between a company's product, marketing, and creative teams. This role is responsible for the end-to-end planning and execution of all visual assets, primarily for e-commerce platforms. More than just a coordinator, the Image Planner curates the brand's visual narrative, ensuring that every product image, campaign shot, and marketing visual aligns with the brand's aesthetic, merchandising goals, and seasonal marketing calendar. They are the architects of the digital storefront's look and feel, directly influencing customer perception, engagement, and conversion by translating business objectives into compelling, on-brand imagery.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Photo Studio Coordinator
  • Assistant Buyer / Assistant Merchant
  • Marketing Coordinator
  • Visual Merchandiser

Advancement To:

  • Senior Image Planner / E-commerce Image Manager
  • Creative Content Manager
  • Art Director
  • E-commerce Merchandising Manager

Lateral Moves:

  • Digital Merchandiser
  • Content Strategist
  • Creative Producer
  • Brand Marketing Specialist

Core Responsibilities

Primary Functions

  • Develop and own the master image plan and photography calendar, aligning with product delivery schedules, seasonal marketing campaigns, and key promotional events.
  • Partner closely with Buying, Merchandising, and Planning teams to understand product assortments, key investments, and storytelling priorities to translate them into visual strategies.
  • Create detailed creative briefs and shot lists for the photo studio, clearly outlining art direction, styling guidelines, model requirements, and specific shot needs for each product.
  • Act as the primary point of contact between the creative studio and merchant teams, facilitating communication to ensure visual execution meets business needs and brand standards.
  • Manage the end-to-end lifecycle of all e-commerce imagery, from pre-production sample coordination to post-production approvals and final asset delivery.
  • Strategically plan and sequence imagery on product detail pages (PDPs) to create a compelling narrative that highlights key features, fit, and functionality.
  • Curate and manage imagery for category landing pages, homepage features, and other digital placements to ensure a cohesive and engaging customer journey.
  • Review and approve all final retouched images, providing clear and constructive feedback to ensure consistency in color, quality, and adherence to brand style guides.
  • Oversee the organization and metadata tagging of all visual assets within the Digital Asset Management (DAM) system for easy searchability and distribution.
  • Analyze site performance, A/B testing results, and customer feedback related to imagery to derive actionable insights for future creative direction.
  • Collaborate with the marketing team to plan and source appropriate imagery for emails, social media, paid ads, and other digital marketing channels.
  • Maintain and evolve the e-commerce photography style guide, documenting standards for lighting, styling, cropping, and on-figure posing to ensure brand consistency.
  • Coordinate the physical flow of product samples to and from the photo studio, ensuring all necessary items are available for scheduled shoots.
  • Forecast photography needs and shot counts based on seasonal buy plans and product pipeline, assisting in budget and resource allocation.
  • Conduct regular competitive analysis and trend research to identify new opportunities and best practices in e-commerce photography and visual merchandising.

Secondary Functions

  • Support the Art Director and creative leadership in the development of concepts for seasonal campaigns and editorial content.
  • Partner with copywriters to ensure product descriptions and visual stories are aligned and complementary.
  • Assist in the casting process for on-figure models, ensuring talent aligns with the brand's target demographic and aesthetic.
  • Generate and present reports on image production volume, turnaround times, and other key performance indicators for the photo studio.
  • Contribute to cross-functional post-mortem meetings to review the success of campaigns and identify areas for process improvement in the creative workflow.
  • Troubleshoot and resolve any issues that arise during the production process, from sample delays to creative misalignments.
  • Participate in the selection and implementation of new creative tools and platforms, such as DAM or project management software.
  • Onboard and train new team members or freelancers on image planning processes and brand visual standards.

Required Skills & Competencies

Hard Skills (Technical)

  • Digital Asset Management (DAM): Advanced proficiency in using DAM systems (e.g., Bynder, Canto, Adobe Experience Manager) for asset organization, metadata, and distribution.
  • Project Management Software: Expertise in tools like Asana, Trello, Jira, or Monday.com to manage complex creative workflows and calendars.
  • E-commerce Platforms: Strong understanding of the back-end of e-commerce platforms (e.g., Shopify, Magento, Salesforce Commerce Cloud) and how imagery is managed and displayed.
  • Adobe Creative Suite: Foundational knowledge of Adobe Photoshop and Bridge for image review, basic cropping, and communication with retouchers.
  • Data Analysis: Ability to interpret web analytics (e.g., Google Analytics) and A/B test results to make data-driven decisions about visual strategy.
  • Microsoft Excel / Google Sheets: High level of proficiency for creating and managing complex spreadsheets for planning, tracking, and reporting.
  • Photography Knowledge: A solid understanding of photography principles, including lighting, composition, and on-set terminology, to effectively brief and communicate with creative teams.

Soft Skills

  • Exceptional Organization: Meticulous attention to detail and the ability to manage hundreds of SKUs and assets simultaneously without compromising quality.
  • Cross-Functional Collaboration: A natural ability to build relationships and communicate effectively with diverse teams, from highly creative photographers to data-focused merchants.
  • Proactive Problem-Solving: The foresight to anticipate potential roadblocks in the production pipeline and the resourcefulness to resolve them quickly and efficiently.
  • Commercial Acumen: A strong sense of how visual presentation drives business results, with the ability to balance creative aspirations with commercial goals.
  • Decisive & Objective: The confidence to make critical decisions on image selection and provide clear, objective feedback based on brand standards and strategic goals.
  • Adaptability: Thrives in a fast-paced, high-volume environment where priorities can shift rapidly.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree

Preferred Education:

  • Bachelor's Degree

Relevant Fields of Study:

  • Marketing
  • Fashion Merchandising or Management
  • Communications
  • Photography
  • Business Administration

Experience Requirements

Typical Experience Range: 3-5 years of relevant experience in a similar role.

Preferred: Direct experience within a corporate retail, e-commerce, or fashion brand environment. A background working in or closely with a high-volume commercial photo studio is highly advantageous.

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