Senior Communications Design

Agency: Initiative Job Function: Media Job Subfunction: Media Planning and Buying Job Description: DISCIPLINE OVERVIEW: COMMUNICATIONS DESIGN Communications design is the discipline and practice of crafting how a brand idea will be delivered through communications across an owned, earned and paid ecosystem in order to achieve a desired behavioral outcome. Initiative’s Communications Design team is creating the future of planning. Borrowing skills from User Experience, Digital, Public Relations and Content, these media professionals are responsible for curating how people connect and participate with brands through culturally rich ideas. Instead of considering the experience of a brand in components (media / channel planning), Communications Designers think about brand experience in totality (ecosystem planning) ensuring every encounter is useful and impactful. The Communications Design team dynamically brings brands to life through their actions. They: • Are experts in consumer and communications behavior, and how changes in behaviors are creating new opportunities for connection • Lead the creation of the dynamic ecosystem approach to deliver a strategy • Work with partners (media, creative, technology, platforms, Specialty Business Units) to curate how a brand should connect within culture • Lead the identification of the right audiences to address how to meet business goals, and guide the quantification of connection encounters holistically • Champion innovative, forward thinking activities that help brands create value with their audience.

OVERVIEW: SENIOR COMMUNICATIONS DESIGNER As Senior Communications Designer, you are an important part of the creation of the most appropriate communications plan for your client to achieve their business goals. You are responsible for helping to strategize, produce and make sense of the key media, consumer and market intelligence required to your clients’ connections plan. You have a passion for brands, media and ideas, and within the team are considered the go-to-person on the latest news and innovations going on in media. You spend time with media partners understanding their offerings in detail, and are up to speed on all the intricate tactics available to brands today – from new platforms, to new targeting opportunities. You are an important part of the idea design, the development of the communications architecture and tactics, and the activation of direct digital media plans. In this role, you produce and analyze consumer, brand and marketing intelligence for the communications plan development. You have a good understanding of the communications planning process, and are able to help mine through tools like Matrix and audience and competitive data from MRI, client and desk research to set the most appropriate communications goals for a given task, and understand the right channels and approaches to take. In addition, you have the ability to negotiate media plans with digital direct partners, make recommendations to clients, and ultimately activate digital direct media. ROLE AND RESPONSIBILITIES: Client • Contributor to impactful communications plan development to meet client needs and deliver communications idea • Responsible for accurate ongoing management and team dissemination of client facing information (i.e. flowcharts, wholistic media plans, creative documentation, etc.) Internal • Provide communications and audience intelligence and data inputs through the application of syndicated and proprietary systems for communications design goal setting and decision making • Work with media vendors and cross-channel activation teams to maintain and share intelligence regarding media opportunities as it relates to client’s audiences and categories, for use in planning and ideation • Support the Communication Design Managers and up in researching relevant innovations, audience trends & Partnerships opportunities with the ability to provide the