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About the Role

McCann XBC is seeking a Brand Strategy Director with expertise in social-first brand building and experience with luxury, premium, and affluent audiences. This role focuses on brand strategy, cultural intelligence, social storytelling, and business growth, serving as a senior strategic lead for Mastercard initiatives.

Responsibilities

• Lead development of integrated brand strategies towards affluent and luxury-focused audiences.
• Develop a strong understanding of affluent passion areas and opportunities within across travel, wellness, music, sports and other premium lifestyle categories.
• Create clear strategic frameworks, audience architectures, messaging platforms, and go-to-market strategies.
• Translate business objectives into culturally relevant and commercially effective brand initiatives.
• Identify whitespace opportunities, emerging consumer behaviors, and evolving luxury trends.
• Develop social-first strategic frameworks that align the Mastercard brand with platform behavior and audience expectations.
• Lead social ecosystem planning across Instagram, TikTok, YouTube, LinkedIn, Pinterest, emerging platforms, and private/community-driven channels.
• Shape creator, influencer, partnership, and community strategies that feel premium, authentic, and brand-right.
• Guide content strategies that balance aspiration, exclusivity, storytelling, and engagement.
• Apply social listening, trend analysis, and cultural intelligence to strategic recommendations.
• Serve as a senior strategic advisor to executive-level clients and marketing leadership teams.
• Lead strategic workshops, brand audits and insight presentations.
• Build trusted client relationships through thoughtful leadership, clear communication, and proactive problem solving.
• Present strategic recommendations with executive presence and persuasive storytelling.
• Partner closely with creative, business leadership, media, PR, influencer, experiential, and production teams to ensure strategic alignment.
• Inspire creative teams through compelling briefs, cultural insights, and clear strategic direction.
• Support agency thought leadership.

Requirements

• 8+ years of experience in brand strategy and social strategy within an agency, consultancy or luxury brand.
• Proven experience leading strategy for luxury, affluent, or premium-positioned brands.
• Strong understanding of social platforms, creator ecosystems, and evolving digital culture.
• Demonstrated ability to connect brand storytelling with measurable business outcomes.
• Experience managing senior-level client relationships and presenting to executive stakeholders.
• Strong portfolio of strategic thinking across integrated campaigns, brand platforms, and social initiatives.
• Experience in luxury retail, travel or other premium lifestyle sectors.
• Familiarity with affluent audience segmentation, luxury consumer behavior, and cultural trend forecasting.
• Experience with social listening and analytics platforms.
• Understanding of paid social, performance metrics, and integrated media strategy.

Skills

• Strategic thinking and brand vision
• Deep social and cultural fluency
• Executive communication and storytelling
• Affluent / Luxury consumer understanding
• Creative collaboration
• Insight development and synthesis
• Leadership and team contributor
• Curiosity, taste, and trend awareness
• Ability to balance data with intuition

Location

• New York City

Work Type

• Hybrid

Experience Level

• 8+ years

Salary/Compensations

• 170K - 200K

About the Company

• Omnicom is committed to hiring and developing exceptional talent. We agree that talent is uniquely distributed, and we’re focused on developing inclusive teams that can bring the best solutions to everything we do. We strongly believe that celebrating what makes us different makes us better together. Join us—we look forward to getting to know you. We will process your personal data in accordance with our Recruitment Privacy Notice.

Equal Opportunity

• It is the policy of Omnicom and any of its affiliates to provide equal employment opportunities to all employees and applicants for employment without regard to race, religion, color, ethnic origin, gender, gender identity, age, marital status, veteran status, sexual orientation, disability, or any other basis prohibited by applicable federal, state, or local law. EOE/AA/M/D/V/F.