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
About UnitedMasters, Inc.
UnitedMasters Inc. represents the creative solutions company, Translation, and the leading software and services platform for independent creators, UnitedMasters. UnitedMasters enables ownership, exposure, and new paths for financial return for independent creators, while Translation helps brands leverage the power of contemporary culture to achieve transformational growth. Combined, UnitedMasters, Inc. is the world’s leading marketplace for cultural capital, connecting independent artists and brands to realize a future in which all creators own their future. Backed by Alphabet, Andreessen Horowitz, and Apple, UnitedMasters, Inc. is reimagining how brands and artists come together to tell their stories, build profitable growth, and push culture forward.
Salary Hiring Range: $119,000 - $140,000
Our salary ranges are based on paying competitively for our size and industry, and are one part of many compensation, benefits and other reward opportunities we provide (e.g. bonus, stock options, 401(k) match, etc.)
Individual pay rate decisions are based on a number of factors, including qualifications for the role, experience level, skillset, and balancing internal equity relative to peers at the company. We expect the majority of the candidates who are offered roles at our company to fall healthily throughout the range based on these factors.
The range above is for the expectations as laid out in the job description, however we are often open to a wide variety of profiles, and recognize that the person we hire may be less experienced (or more senior) than this job description as posted. If that ends up being the case, the updated salary range will be communicated with you as a candidate.
The salary range above is for the NY/CA. As a company, we have a location based strategy, which means the salary range could be lower or higher than this if the role is hired in another location.
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