General information

Agency: Initiative

Function: Strategy

Seniority Level: Sr Manager

Employment Type: Full-Time

Location: Los Angeles, United States

Job Ref#: 17447

Description & Requirements

Position Summary


Initiative is different to other media agencies. We are not trapped by a legacy structure primarily centered on paid advertising. Instead, we focus on delivering highly differentiated and effective communications strategies for our clients across paid, owned and earned.



We’re not the biggest agency in town. So rather than outsize our competitors we must outsmart them. That’s why we’ve built the strongest strategic capability of any agency in the market.

Core to this strategic capability is an obsession with culture and how brands can pivot from brand advertising (which is forgettable) to cultural branding (which is highly memorable).

Our new world model is comprised of four central “craft centers” – Client Advice and Management, Strategy, Communications Design and Partnerships.

This role sits within Rufus, a division of Initiative dedicated to the Amazon business, spanning across brand, retail and entertainment focused lines of business.


Rufus Strategists generate smart and strategic brand platforms that inspire and inform the conditions needed for each brand to grow. They are the agency’s cultural architects, single-minded in both their approach and ambition to create lasting cultural impact over fleeting media moments. Future-focused and independent, they sit as an entrepreneurial, agile unit of consumer, creative & analytical experts who are cast & deployed according to Brief/skillset vs. Client. They take a holistic ‘full world’ POV to drive smarter, better & broader ‘media’ thinking that generates more interesting and rich territories for a brand to explore, working in creative collaboration with all teams




Key Responsibilities

Identifying Insights

Maintain deep understanding of Amazon's business, target audiences and category

Using Initiative proprietary data, syndicated research (Simmons-MRI, YouGov, etc) and knack for desktop research… uncover compelling insights within consumer, brand, category, competition, culture and media

Lead development of the client's consumer profiling for core growth audiences including workshop preparation, facilitation and synthesis of findings

Act as the voice of the growth audience in all brainstorms, internal meetings and client presentations

Understand, embrace, and integrate client and creative agency research into plans Strategy and Idea Development

Craft the "strategy on a page" that articulates the insights, strategic pillars and media imperatives for campaigns using an omnichannel sensibility. Including insights, audience goals, barriers, drivers, comms tasks, and roles of channels

Develop strategies and ideas that speak to the hearts and minds of diverse audiences

Collaborate in the creation, selling and execution of activation ideas

Design and facilitate/participate in ideation sessions with integrated team

Assist in both crafting RFPs (requests for proposals) that are both inspiring and strategic, and stay involved in evaluating/shaping partner submissions

Partner with planning and investment teams to effectively pull-through strategy into plan’s ideas and tactics


Package insights, strategy, and activation ideas for simplicity and clarity

Assist in crafting compelling narratives across any client-facing presentations

Consult on development of support materials


Develop effective and inspiring working relationships within agency team and with senior clients

Drive thought leadership within the agency and clients by proactively sharing inspirational work and developing rapid-fire POVs on cultural, competitive or consumer issues our clients are facing.


Help direct report (Strategy Manager/Strategist) learn craft fundamentals, provide clear and regular feedback, and identify growth opportunities for them within the team and agency

Work to maintain a can-do, achieve-anything attitude across the integrated team – inspiring the highest quality of work and strategic thinking set by your example

Develop case studies and award submissions

Assist in development and execution of Rufus or Initiative training programs

Participate in agency new business pitches as needed

Desired Skills & Experience

         Bachelor’s degree in related field or equivalent work experience

        6+ years in comms strategy or integrated planning role in media, creative, innovation or communications discipline (digital, content, invention, social, activation or comms planning)


Wage and Benefits

We offer a Total Rewards package that includes medical and dental coverage, 401(k) plans, flex spending, life insurance, disability, employee discount program, employee stock purchase program and paid family benefits to support you and your family. To give you the ability to better meet your personal needs, and in support of your physical and emotional well-being, you will receive discretionary time off days and company-wide Appreciation Weeks and Wellness Days.

We also offer a competitive Total Compensation package, including a competitive salary and eligibility for an annual discretionary incentive award or a relevant incentive award.

The salary range for this position is $115,000 to $120,000.  Where an employee or prospective employee is paid within this range will depend on, among other factors, actual ranges for current/former employees in the subject position, market considerations, budgetary considerations, tenure and standing with the Company (applicable to current employees), as well as the employee’s/applicant’s skill set, level of experience, and qualifications.  

Minimum Salary


Maximum Salary


Employment Transparency

It is the policy of Mediabrands, division of the Interpublic group, to provide equal employment opportunities to all employees and applicants for employment without regard to race, color, ethnicity, gender, age, religion, creed, national origin, sexual orientation, gender identity, marital status, citizenship, genetic information, veteran status, disability, or any other basis prohibited by applicable federal, state, or local law. 

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice. 

The employer will make reasonable accommodations in compliance with the American with Disabilities Act of 1990. The job description will be reviewed periodically as duties and responsibilities change with business necessity. Essential and other job functions are subject to modification. Reasonable accommodations may be provided to enable individuals with disabilities to perform the essential functions.  

For applicants to jobs in the United States: In compliance with the current Americans with Disabilities Act and state and local laws, if you have a disability and would like to request an accommodation to apply for a position with Mediabrands, please email

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About Us

Initiative is different to other media agencies.
We are not trapped by a legacy structure primarily centered on paid advertising. Instead, we are liberated by a new world structure designed to deliver highly differentiated and highly effective communications strategies for our clients.
We are the world’s fastest growing media agency built upon the strongest strategic capability of any agency in the market. Core to this strategic proposition is the belief that the faster a brand can move through culture the more relevant it can become.
We call this Cultural Velocity ™.
Our process is designed to create ideas that move through culture through unique insight, market leading analytics and strategic media brilliance.
Our new world model is comprised of “craft centers” – Client Advice and Management, Strategy, Communications Design, Partnership and Culture, Insights & Analytics.