Who We Are
We are an award-winning independent creative solutions company that aspires to be the most culturally-influential company in the world. We help ambitious brands harness the power of culture to solve their biggest challenges. As a unique mix of experts in culture, technology, and storytelling, we are united by a passion to grow brands in ways that advertising alone can never do.
We are an entrepreneurial business – not a traditional “ad agency.” That means we value resourcefulness and tenacity just as much as we value creativity and intelligence. We’re unapologetically ambitious!
We are looking for a Context Director to join Translation.
This role is based in Brooklyn, New York with four days in-office and one day remote.
What You'll Do
- Lead integrated communications and cultural strategy across all McDonald’s AACM workstreams, translating business objectives into full-funnel channel architecture and campaign systems
- Own annual and campaign-level StratPack deliverables (Fan Truth Tour, Pulse Reports, Competitive Reviews, Planning Sessions), ensuring outputs directly inform media, creative, and investment decisions
- Direct media strategy inputs in partnership with MIAT and Publicis teams, shaping channel mix, audience strategy, well-rationalized media partner recommendations, custom partnership evaluation, and Investment Briefing recommendations
- Lead Custom Partnerships strategy and oversight, from RFI/RFP development through execution, ensuring cultural credibility and measurable business impact
- Pressure-test creative concepts, talent casting, and campaign rollouts through a culturally fluent lens rooted in African-American consumer insight
- Provide ongoing audience intelligence and marketplace POV to inform Always-On brand stewardship and long-term planning
- Maintain senior-level client relationships, influencing cross-agency alignment and strengthening Translation’s credibility as a media-fluent strategic partner
- Oversee Context resourcing, workflow rigor, and mentorship of planners supporting the McDonald’s business
Knowledge, Skills and Abilities
- Advanced integrated communications planning across paid, owned, earned, experiential, and custom partnerships
- Strong command of audience strategy, channel role definition, and reach/frequency implications
- Ability to translate cultural research and data into clear, commercially grounded recommendations
- Deep fluency in African-American consumer dynamics, subcultures, and media behaviors
- Expertise evaluating media partners and partnerships using audience fit, indexing, and performance signals
- Executive-level presentation and stakeholder management skills
- Operational discipline within complex, matrixed, multi-agency systems
- Strong casting judgment across talent, influencers, and internal team configurations
- Ability to balance innovation with business practicality and investment realities
Minimum Qualifications
- 7+ years of experience in communications planning, connections planning, integrated media strategy, or cultural strategy within an agency or brand environment
- Demonstrated experience leading integrated campaigns for large, complex brands
- Proven experience developing strategies that engage multicultural or African American audiences
Preferred Qualifications
- Experience working on QSR and/or large-scale retail brands
- Experience within complex Integrated Agency Team (IAT) ecosystems
- Direct involvement in Investment Briefings, RFI/RFP development, and custom partnership negotiations
- Experience mentoring, coaching, and developing mid-to-senior planners
- Deep organizational and operational skills adapted to high-paced workflows
Salary Hiring Range: $119,000 - $140,000
#J-18808-Ljbffr