Career Path Options in Strategic Communications

Account Management / Client Services Account Planning / Market Research Brand Strategy Corporate Communications / In-House Marketing Corporate Social Responsibility / Cause Marketing Digital Strategy/Social Media Media Planning / Public Relations/Crisis Communications Event Planning/Promotion Strategy/Innovation/Creative

  Account Management/Client Services
      Sample Job Titles •    Assistant Account Executive •    Account Executive •    Senior Account Executive •    Associate Account Manager •    Assistant Account Manager—Client Services •    Associate, Client Solutions
              Skills •    Plan, coordinate, and direct advertising/creative campaigns that meet agency clients’ objectives and budget •    Internally communicate client goals and develop alternative strategic or operational solutions •    Liaise between client and agency from planning to development to completion •    Develop solid business relationships while managing agency resources/budgets •    Manage/coordinate client projects •    Execute strategies and solve problems •    Ensure that client expectations are met •    Increase client engagement and anticipate future client needs •    Work with technical/product and sales/marketing teams to maintain and grow existing accounts
  Types of Employers •    Advertising agencies •    Digital agencies •    Companies in the tech sector •    Start-ups
              Career Strategies You will be viewed as a competitive candidate if you can demonstrate the following in interviews and on your resume and cover letter: •    Ability to successfully represent the agency and the client •    Ability to manage the advertising/creative development process and partner effectively with the creative team in a deadline-focused environment with multiple priorities and accounts •    Ability to develop project management skills •    Passion about technology/innovation and desire to provide excellent customer experience •    Ability to quickly learn internal tools and technologies •    Understanding of software, marketing, and analytics terminology and basic proficiencies in widely used social media, software, and digital platforms
                    Supplemental Links Job/Industry Overview: •    Agency of the Future: Survival of the Fittest •    New Competitive Threat •    Account Services Department of an Advertising Agency •    Structure of an Advertising Agency •    WARC Sample Job Descriptions: •    Account Executive – BBDO •    Account Executive/Project Manager – Ogilvy •    Account Executive –  McCann New York Associations: •    4A’s •    American Advertising Federation •    Association of National Advertisers •    New York Women in Communications LinkedIn Groups: •    SMAP (Sales, Marketing, Advertising, PR)

 

  Account Planning/Market Research
  Sample Job Titles •    Assistant Account Planner •    Account Planner •    Associate Research Analyst •    Research Analyst
                  Skills •    Contribute to the strategic and creative process through brief generation and research and analysis •    Assist in quantitative and qualitative research including focus groups, surveys, and competitive analysis •    Assist in the development and implementation of research studies •    Provide insights regarding trends and behavioral and attitudinal shifts to account management, creative, and media departments •    Provide thought leadership on trends and topics •    Translate customer insights into advertising, brand, and creative strategies •    Support business development and sales activities in planning and building proposals through research and data •    Think strategically •    Clearly and persuasively communicate insights and recommendations •    Meet deadlines and planning components for research projects, pitches, and campaigns to satisfy client/staff expectations
  Types of Employers •    Advertising agencies •    Marketing research agencies •    Digital agencies •    Consumer-, media-, and advertising- focused industry sectors
      Career Strategies You will be viewed as a competitive candidate if you can demonstrate the following in interviews and on your resume and cover letter: •    A focused interest in consumer behavior •    Ability to think analytically and write persuasively •    Ability to use advanced features in Excel and PowerPoint •    Familiarity with research tools and software
                          Supplemental Links Job/Industry Overview: •    Agency of the Future: Survival of the Fittest •    New Competitive Threat •    Account Services Department of an Advertising Agency •    Structure of an Advertising Agency •    WARC Sample Job Descriptions: •    Manager, Insights and Analytics -Edelman •    Analyst – Nielsen •    Research Analyst – Nielsen •    Analyst, Research & Insights – Mastercard •    Market Research Analyst – Ipsos •    Senior Strategic Planner – FCB Global •    Planner – JWT Associations: •    4 A’s •    American Advertising Federation •    Association of National Advertisers •    American Marketing Association •    New York Women in Communications LinkedIn Group: •    SMAP (Sales, Marketing, Advertising, PR)

 

  Brand Strategy
  Sample Job Titles •    Associate Brand Strategist •    Analyst, Customer Insights & Brand Strategy •    Junior Brand Strategist
            Skills •    Assist in the development of strategies to differentiate and maintain brand identity •    Contribute to the synthesis of insights and use of consumer/cultural trends to increase market share and brand awareness •    Work as part of an integrated team to create brand and communications strategies •    Utilize knowledge of client’s/company’s business objectives, competitive landscape, and marketplace analysis to inform strategy and recommendations •    Help apply strategic, analytical, and creative thinking to solve challenging brand issues •    Brainstorm and contribute to the development of presentations and pitches for internal and external audiences
Types of Employers •    Branding agencies •    Consumer products, media, technology, and brand-focused industry sectors
      Career Strategies You will be viewed as a competitive candidate if you can demonstrate the following in interviews and on your resume and cover letter: •    Ability to tell compelling stories •    Ability to write simply and persuasively to create a unique brand voice •    Passion for brands •    Understanding of how consumers and brands engage, especially through the use of social media
                  Supplemental Links Job Overview: •    The Role of Insights in Brand Strategy Sample Job Descriptions: •    Interbrand – Strategy Consultant •    Wolff Olins – Strategist •    Landor – Strategy analyst intern •    Siegel+Gale – Associate Strategist •    R/GA – Brand Consultant •    NIKE – Brand Communications Manager – Basketball Associations: •    American Marketing Association •    New York Women in Communications LinkedIn Groups: •    Brand + Marketing Strategy •    Branded Content Strategy

 

  Corporate Social Responsibility/Cause Marketing
  Sample Job Titles •    Corporate Responsibility Specialist •    Public Affairs Specialist •    Cause Marketing Associate •    Corporate Partnerships Associate
              Skills •    Assist in the creation and implementation of internal and external corporate responsibility communication using social media, the company website, press releases, announcements, internal program promotion tools, and reports •    Build awareness of programs and initiatives and increase employee engagement across functional areas and departments •    Support the collection and analysis of key metrics for the CSR program •    Help plan and execute existing and new initiatives based on best practices •    Brainstorm and identify ways to use company resources and expertise to deliver solutions for positive change consistent with the social, philanthropic, and environmental objectives of customers and stakeholders •    Build relationships with vendors, partners, and organizations that align with CSR programs and objectives
  Types of Employers •    Private, public, and nonprofit sectors, in particular ones with large companies, foundations, and NGOs •    Agencies and consulting firms with CSR practices
    Career Strategies You will be viewed as a competitive candidate if you can demonstrate the following in interviews and on your resume and cover letter: •    Commitment to corporate social responsibility as a business practice •    Ability to develop research and program/project management skills •    Familiarity with social good practices and successful CSR programs
                Supplemental Links Job /Industry Overview: •    CSR Companies •    Engage for Good •    2017 Cone Communications CSR Study •    CSR Research Sample Job Descriptions: •    Bob Woodruff Foundation – Marketing Manager •    NBCUniversal – Manager, Partnerships and Employee Engagement •    Fenton – Account Executive Associations: •    Engage for Good •    Association of Corporate Citizenship Professionals •    New York Women in Communications LinkedIn Group: •     Cause Marketing Group

 

  Digital Strategy/Social Media
    Sample Job Titles •    Associate, Digital Marketing •    Social Media Strategist •    Community Manager •    Digital and Social Media Specialist •    Digital Media Product Specialist
              Skills •    Day-to-day management of email campaigns and social media channels, including monitoring, content creation, and community engagement •    Support execution of digital strategy including updating and maintaining websites and social media channels, implementing SEO and SEM plans, and managing the content delivery schedule •    Analyze, review, and report on effectiveness of digital campaigns to maximize results •    Participate in brainstorming and strategy sessions to improve engagement levels, online visibility, brand/company awareness, and brand/company reputation •    Create digital strategy decks •    Review briefs/reports and work with planning, creative, and user experience teams to identify insights for digital campaigns and optimize results for users and brands
  Types of Employers •    Digital agencies •    Advertising and public relations agencies •    All industry sectors, in particular consumer products, media, technology, and brand- focused industry sectors
          Career Strategies You will be viewed as a competitive candidate if you can demonstrate the following in interviews and on your resume and cover letter: •    Knowledge and understanding of digital landscape and social media platforms •    Ability as a digital native with a strong interest in leveraging social media engagement and the use of digital tools and trends to support business objectives •    Knowledge of digital content management systems, web analytics, and social listening tools including HTML and Google Analytics •    Understanding of content trends and how they affect digital communications strategy
              Supplemental Links Sample Job Descriptions: •    STORYCORPS – Associate Manager, Digital Communications •    L’Occitane International S.A. – Influencer Marketing Associate Manager •    Publicis Health, Heartbeat – Associate Director of Social Media Strategy •    UNIVISION – Social Media Specialist. Digital Innovation Group •    Deloitte – Social Media Senior Specialist Associations: •    American Marketing Association •    New York Women in Communications LinkedIn Groups: •    Digital Marketing •    Digital Marketing: Social Media, Search, Mobile & more

 

  Media Planning
Sample Job Titles •    Assistant Media Planner •    Assistant Planner, Digital Media
              Skills •    Provide brand planning and media strategy support •    Conduct competitive analysis to determine the best media platform and timing to advertise the company or brand •    Assist in identifying brands’ source of growth to inform media plans across different media channels •    Understand client/brand goals to achieve media and advertising exposure within designated budget •    Contribute to the planning, implementing, and maintaining of tactical digital media campaigns •    Gather and analyze research to develop strategic, consumer- insights driven media recommendations
  Types of Employers •    Media planning agencies •    Digital agencies •    Some industry sectors, in particular media and entertainment
      Career Strategies You will be viewed as a competitive candidate if you can demonstrate the following in interviews and on your resume and cover letter: •    Ability to think analytically and use quantitative skills •    Ability to use advanced features in Excel and Power Point •    Familiarity with research tools and software •    Understanding of target audience media trends and channels •    Ability to use digital, mobile, and social media in a savvy manner
            Supplemental Links Sample Job Descriptions: •    Digitas North America – Media Planning •    Horizon Media – Digital Media Planner •    Weber Shandwick – Media Planning •    BuzzFeed – Media Planner •    MediaCom – Integrated Media Planner Associations: •    American Marketing Association •    New York Women in Communications LinkedIn Groups: •    Media Planning

 

  Public Relations/Crisis Communications
  Sample Job Titles •    Assistant Account Executive •    Account Executive •    Public Relations Specialist •    Associate, Corporate Communications
                    Skills •    Assist in the development and execution of public relations strategies and programs across multiple accounts or businesses •    Help drive thought leadership, reputation management, and executive visibility for client accounts or in-house senior executives •    Interact with clients or corporate business/product teams to complete communication initiatives and client priorities •    Write press releases, fact sheets, and other promotional materials •    Cultivate media relationships, pitch stories to the media, field media calls, monitor press coverage, and maintain media lists •    Conduct industry research and track trends for media coverage of clients and competitors •    Participate in brainstorming sessions to develop strategic thinking for communications and message development with target audience and stakeholders •    Assist in planning special events; press conferences; media briefings; and broadcast, print, and new media engagements •    Assist in the research, writing, and development of new business proposals and pitches
  Types of Employers •    Public relations agencies •    All industry sectors, in particular consumer products, media, technology, financial, and brand- focused industry sectors •    Nonprofit sector and non-profit organizations
        Career Strategies You will be viewed as a competitive candidate if you can demonstrate the following in interviews and on your resume and cover letter: •    Ability to succinctly communicate client or firm messaging •    Ability to use advanced verbal communication skills needed to become a trusted advisor and spokesperson •    Knowledge of current events or major themes in specific practice areas or business/industry sectors You must have a portfolio of written work.
                Supplemental Links Job/Industry Overview: •    PR articles, reports and agency rankings Job Descriptions: •    Ketchum – Senior Account Executive •    Porter Novelli – Account Executive Corporate Communications •    LinkedIn – Corporate Communications Manager (PR) •    Meredith Corporation – Public Relations Manager •    The Estee Lauder Companies Inc. – Associate, Consumer Engagement Marketing, Clinique NA Associations: •    Institute for Public Relations •    Public Relations Society of America •    New York Women in Communications LinkedIn Groups: •    Public Relations and Communications Professionals

 

  Event Planning/Promotion
  Sample Job Titles •    Event Coordinator •    Event Management/Publicity Specialist •    Public Relations Specialist •    Assistant Account Executive
        Skills •    Help conceptualize, plan, schedule, and coordinate events to create awareness •    and promote brands, new product launches, clients, and causes •    Oversee event budgets, timelines, and logistics •    Research and select venues, vendors, and other resources •    Assist in media promotion and publicity using appropriate channels and platforms •    Participate in brainstorming meetings to identify new and interesting ways or experiences to connect client/brand/cause with target audience
    Types of Employers •    Event planning agencies •    Advertising and public relations agencies •    All industry sectors, in particular fashion, consumer packaged, media, technology, and luxury brand focused industry sectors •    Nonprofit sector including foundations and cause-focused organizations
    Career Strategies You will be viewed as a competitive candidate if you can demonstrate the following in interviews and on your resume and cover letter: •    Ability to be a calm and resourceful problem solver who can manage multiple projects independently •    Ability to manage your time well
        Supplemental Links Job Descriptions: •    Eventive Marketing – Sr. Account Executive •    MKG – Freelance Event Producer •    Alliance Bernstein – Event Marketing Manager Associations: •     New York Women in Communications LinkedIn Groups: •    Event Planning and Event Management

 

  Strategy/Innovation/Creative
  Sample Job Titles •    Associate Strategist •    Associate Innovation/Social Strategist •    Experience Strategist
                Skills •    Assist in analytical problem-solving including problem definition and framework development, and identify actionable insights from research to find key drivers and deliver recommendations across projects and clients •    Research and analyze relevant industry and cultural trends, as well as company/brand activations, for client or internal teams to support strategy •    Utilize knowledge of client’s/company’s business objectives, competitive landscape, and marketplace analysis to inform strategy and recommendations •    Participate in idea development and strategy formation •    Help create and present storyboards of ideas, pitch decks, and proposals •    Support Creative, Account, UX, Digital/Social Media, and Events teams and define an engagement strategy that can be implemented as part of the overall •    strategy and communication goals •    Contribute to the development and presentation of new business proposals for existing and new clients or products/brand
  Types of Employers •    Advertising agencies, full service and specialized •    Branding agencies •    Consumer products-, media-, technology-, and brand-focused industry sectors
        Career Strategies You will be viewed as a competitive candidate if you can demonstrate the following in interviews and on your resume and cover letter: •    Ability to think strategically and structure complex problems using data as a tool for creative inspiration •    Ability to generate new ideas, thoughts, and insights to simplify the complex and make strategic recommendations •    Ability to conduct research •    Ability to write effectively
                Supplemental Links Job/Industry Overview: •    A Chief Innovation Officer’s Actual Responsibilities •    You Need an Innovation Strategy   Job Descriptions: •    Adobe – Senior Digital Strategist •    Facebook – Creative Strategist •    J. Walter Thompson – Senior Strategist •    360i – Senior Social Marketing Strategist   Associations: •     New York Women in Communications   LinkedIn Group: •    Strategy, Marketing & Innovation Forum

 

  Corporate Communications/In-House Marketing
  Sample Job Titles •    Corporate Communications Specialist •    Marketing and Communications Specialist •    Communications Associate
                Skills •    Develop internal communications and content for corporate and marketing communications materials and projects •    Write initial drafts for newsletters, the company intranet, blogs, and social media platforms and compose event recaps, press releases, announcements, thought leadership pieces, and talking points •    Provide community management support across social media channels •    Contribute to and create marketing and promotional materials, both print and electronic, and ensure they are consistent in tone and voice •    Monitor external communication and look for opportunities to promote the company, its programs, and employees •    Arrange speaking engagements and prepare materials for senior executives •    Assist in the logistics and planning of company-wide meetings with the CCO and other senior executives •    Assist in the planning and coordination of events
    Types of Employers •    All industry sectors, in particular ones with large companies that have a global reach and multiple locations •    Global advertising and public relations agencies and strategic communications consultancies •    Non-profit organizations
        Career Strategies You will be viewed as a competitive candidate if you can demonstrate the following in interviews and on your resume and cover letter: •    Ability to articulate and communicate complex information and messages •    Ability to develop compelling content and write for multiple audiences to engage various stakeholders •    Familiarity with software and platforms pertaining to content management You must have examples of written work and a portfolio that showcases your understanding of communication channels and digital/social media platforms
                    Supplemental Links Job Overview: •    Corporate Communications Specialist Job Descriptions: •    Delta – Corporate Communications & Public Relations Specialist •    General Mills – Corporate Communications Associate •    Bloomberg LP – Communications Associate •    Google – Internal Communications Manager, Global Business •    Outbrain – Corporate Communications Manager Associations: •    Public Relations Society of America •    The International Association of Business Communicators •    New York Women in Communications LinkedIn Groups: •    Public Relations and Communications •    Employee Communications and Engagement •    Brand & Communications Management