Senior Vice President, Multicultural Media Planning

PubW is a bespoke business unit set up to bring the full power of the Publicis Groupe together to support Walmart’s media and data needs. Through our Power of One model, we put Walmart at the center bringing together specialists in strategy, media investment, data, influencers, commerce, and content delivering a highly connected, purpose-led and collaborative approach for our clients. PubW’s mission is to help Walmart navigate a period of intense change, continually keeping them “one more step ahead”. This means challenging conventions, driving continual progress, and pushing the marketplace to keep Walmart at the forefront of the media industry. Our approach is grounded in using data and technology to connect with real people across the full funnel, ensuring that Walmart’s investment in media is directly contributing to innovative marketing experiences, driving brand and business growth. 

This SVP role falls into our Cultural Convergence practice, which consists of subject matter experts in the areas of Inclusive Marketing, Multicultural Marketing, and DEI Marketing. The Cultural Convergence practice reflects the various needs that clients have when it comes to reaching diverse consumers and creating inclusive media & marketing initiatives that drive business. Our goal is to lead with human insights that fuel results, inspire creative partnerships & platforms that are representative of the intersectional diversity of our world & consumer, while also positively impacting communities.

Role Overview

We are looking for a transformational, collaborative, and results-oriented individual to fill the Senior Vice President, Cultural Convergence Strategy role. This role will be focused on guiding our clients with visionary thought leadership as it pertains to diverse consumers, the diverse-reaching & diverse-owned media landscape, and elevated ways of working across teams and disciplines to ensure that culture remains at the core of our work.

The individual in this role will partner with Client, Strategy & Planning, Investment, Data & Analytics, Content, Commerce, Creative Partners, and other Leadership to address critical needs from a diverse consumer standpoint to drive business growth via bespoke solutions. The SVP will be expected to effectively leverage their culture-first experience, knowledge, industry relationships, and media skillsets to push fresh thinking while balancing client, agency, and team needs with dedicated support in the way of senior level top-down guidance. The SVP will be responsible for also be responsible for bringing proactive thought leadership and enterprise-wide adoption of diverse audience strategies.

The SVP must be able to effectively lead a team in a very fast-paced environment across various stakeholders, ensure high quality of work and accuracy, foster innovation in media and cultural strategies, and act as a trusted leader across enterprise.

Role Objectives

• Primary focus is on driving organizational change by identifying critical points in the end-to-end process that require re-assessment and revision for greater cultural impact and successful business results with diverse consumers.
• Serves as the senior client-facing subject matter expert for all things culture; establishes and cultivates strong client relationships by understanding client business needs and applying expertise to create tangible solutions.
• Partners with leadership across disciplines to align on priorities to provide short- and long-term solutions from a cultural and diverse consumer standpoint via integrated ways of working, measurement practices, and planning parameters.
• Leads the development of Inclusive, Multicultural, and DEI communications strategies that activate consumer insights, drive innovation for clients, and provide structure for brand priorities.
• Plays a critical leadership role in product and process innovation, including briefs, workshops, channel planning work sessions, and other team collaborations to enhance how we use communications to help our clients’ business when it comes to diverse consumers, diverse-reaching, and diverse-owned media ecosystems.
• Steers the development and presentation of media strategies and plans; including objectives, strategic insights, and point-of-view (POV) deliverables from a cultural standpoint.
• Manages high-level partnership conversations with critical diverse-reaching and diverse-owned media partners.
• Works upstream with agency and client leadership to inform briefs and business priorities with culturally-relevant consumer and business insights for application in media strategy development, execution, and measurement.
• Collaborates with broader Strategy team to analyze client business situation to identify key opportunities to reach and connect with diverse consumers.
• Pushes teams to go beyond demographics and top-level findings to deliver insightful illustration on diverse consumer habits, preferences, and channel behaviors that are rooted in culture.
• Leads the identification of key roles for diverse consumers, diverse-reaching and diverse-owned media partners, and targeting tactics. Helps to define how MC media should complement and connect with other activity & initiatives in the portfolio.
• Sets the foundations with Investment and Data/Analytics teams, ensuring that the diverse consumer strategies are actioned in the marketplace and accounted for appropriately within measurement frameworks and learning agendas. Works closely with broader team to ensure that strategy is followed-through to execution.
• Collaborates with partner agencies to integrate messaging and creative campaigns into overall media/communications plans from a diverse consumer standpoint.
• Develops strategic intelligence via keeping abreast of diverse audiences, industry developments, macro and consumer trends, technology, and cultural movements. Acts as a resource to the broader team, expected to share insights and learning, serving as an SME within the team for all things culture.

Above all else, this candidate must embody the values of the Cultural Convergence practice. Candidates must showcase, leadership, passion, expertise, and commitment to pushing a client’s work towards greater sophistication in connecting with diverse consumers and establishing cultural relevance. We are all about culture in this practice and value your unique perspective to drive positive results and impact with communities.

This candidate is not easily discouraged, nor are they risk-adverse. They will bravely see each team or client interaction as an opportunity to identity a problem and bring forth a culture-first solution. They love creating the ‘never been done’ and strive to stay ahead of the cultural curve, identifying opportunities for the client’s brand to build first-to-market, groundbreaking, and award-winning work.   

They are a self-starter and are not easily intimidated. We are REALLY friendly and collaborative – so don’t hold it back if you disagree or have an idea to deliver success for our clients.

The SVP will be a “culture-first” senior leader and resource to others in the resolution of complex problems/issues – and know how to unpack a client question to understand what they are really trying to solve for.

• B.A. or B.S.
• Minimum 14 years of extensive media planning experience with concentration in culture-first Strategy & Planning across
  • Hispanic/Latino, African American/Black, Asian-American/Pacific-Islander, LGBTQ+
  • Agency experience highly preferred
  • Significant experience in a management capacity that affects organizational process and ways of working
  • Experience across all media types (national, local, direct, OOH, TV/video, audio, print, experiential, sponsorships, etc.)
• Proven experience and success in presenting plans to senior clients and influencing top level client decisions related to media strategy and implementation.
• Adept at injecting ideas, innovation and leading industry developments into planning assignments.
• Thinks clearly and diplomatically when participating in a discussion to field complex or sensitive questions from clients/internal groups.
• Demonstrates an ability to be curious and passionate about our client’s business, getting ahead of category and industry trends with an informed POV.
• Strong relationships with diverse-owned, diverse-reaching, and general media partners.
• Detail-oriented and proven ability to thrive in a fast-paced environment.
• Ability to anticipate and quickly assess continually changing client needs and adapt resources and strategies accordingly.
• Excellent written and verbal communication, presentation, organizational, interpersonal, and analytical skills.
• Ability to translate numbers into viable business solutions to enhance strategies and meet deliverables.
• Excellent leadership ability to drive team to deliver results.
• Software Knowledge: Microsoft Suite, Nielsen Suite, Kantar, IMS, Flowchart Software, R/F and Optimization Software, Social Tracking tools, comScore, Prisma, MBOX, MRI/GfK, GWI.  Must understand its capabilities and applications to translate data into actionable culture-first insights

All your information will be kept confidential according to EEO guidelines.

Compensation Range: $215,000 - $230,000 annually. This is the pay range the Company believes it will pay for this position at the time of this posting. Consistent with applicable law, compensation will be determined based on the skills, qualifications, and experience of the applicant along with the requirements of the position, and the Company reserves the right to modify this pay range at any time. For this role, the Company will offer medical coverage, dental, vision, disability, 401k, and paid time off.  The Company anticipates the application deadline for this job posting will be 11/29/2024

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