VP, Comms Planning

ABOUT VAYNERX

VaynerX ( is the most contemporary family of companies, working together to build and grow brands. Subsidiaries include VaynerMedia, Eva Nosidam Productions, The Sasha Group, Gallery Media Group, Tingley Lane Trading, VaynerSpeakers, and VaynerCommerce.

ABOUT VAYNERMEDIA

VaynerMedia is a contemporary global creative and media agency with an expertise in driving relevance for clients and delivering impactful business results. The independently-owned company was founded in 2009 by Gary Vaynerchuk, and has offices in New York, Los Angeles, Toronto, Mexico City, London, Amsterdam, Singapore, Delhi, Kuala Lumpur, Bangkok, Tokyo, and Sydney. VaynerMedia has been recognized for its work at Cannes Lions, the Clio Awards and The Webby Awards. It is part of the VaynerX family of companies.

Job Title: VP of Communications Planning (Social-First, CPG)

Overview

We’re looking for a VP of Communications Planning to lead integrated communications strategy for a major CPG client within a social-first agency model.

Our approach is grounded in a clear operating model: strong insights create relevance, relevance earns attention, and attention drives behavior. This role is responsible for ensuring that every communications plan is built from real human insight—translated into culturally resonant ideas that capture attention and drive measurable business outcomes.

Equally critical to success in this role is a deep, instinctive understanding of culture. The right candidate doesn’t rely solely on research to “find” relevance—they are actively embedded in culture and able to recognize it in real time. They bring a point of view shaped by participation, not observation, and can translate fast-moving cultural signals into immediate strategic and creative opportunities.

This is not a “plan and hand off” role. You will work closely with creative, media, and analytics teams to ensure ideas are not only strategically sound, but built to earn attention in-market—and continuously improved based on performance.

Reporting into the Strategy Lead, you’ll own communications planning across the CPG account, partner closely with senior leaders in media planning and buying, and lead a team of strategists to elevate how we think and work, in addition to supporting other accounts within the group.

Champion Insight-Led, Culturally Fluent Planning

• Lead the development of sharp, actionable insights grounded in human behavior, cultural context, and platform dynamics

• Bring a real-time understanding of culture—identifying emerging signals, shifts, and conversations without over-reliance on traditional research cycles

• Ensure every communications strategy is rooted in a clear, defensible insight that translates into culturally relevant creative expression

Operationalize Insight → Relevance → Attention → Behavior

• Translate insights into communications strategies that create cultural and contextual relevance

• Design plans that earn attention through meaningful engagement—not just paid exposure

• Define how attention will drive specific brand and business behaviors

Shape Creative Through a Communications Lens

• Partner closely with creative teams to ensure ideas are designed to earn attention within platform and cultural realities

• Contribute to the development of creative territories, content systems, and channel-native executions

• Bring a strong point of view on what will work in-feed, in culture, and in context—not just in theory

Support Test, Learn, and Iterate in Market

• Stay close to live work, partnering with analytics and creative teams to understand what is driving attention and why

• Identify patterns in performance and translate them into creative and communications optimization

• Champion a test-and-learn approach where strategy evolves based on real-world feedback and cultural response

Own Communications Planning for the Account

• Lead full-funnel, cross-channel strategy across campaigns, launches, and always-on activity

• Define the role of channels across paid, owned, earned, and creator ecosystems

• Build communications architectures that reflect how people actually discover, engage, and act

Bridge Strategy and Media Execution

• Partner with VP-level leaders in media planning and buying to translate strategy into actionable, optimized media plans

• Align communications strategy with investment decisions, platform mix, and in-market performance

Lead and Grow a Team

• Manage and mentor a team of communications planners/strategists

• Coach junior team members on how to identify insights and connect them to cultural relevance, creative ideas, and communications strategy

• Instill a consistent approach grounded in insight, relevance, attention, and behavior

Drive Integration Across Functions

• Ensure tight collaboration across strategy, creative, media, influencer, and analytics

• Champion a connected ecosystem across content, media, creator partnerships, and cultural touchpoints

Champion Measurement & Learning

• Define success across the full chain: insight strength, cultural relevance, attention quality, and business outcomes

• Build clear test-and-learn agendas and learning frameworks

• Translate results into forward-looking strategic and creative recommendations

Who You Are

• 10–15+ years of experience in communications planning, media strategy, or integrated brand planning

• Strong experience leading communications strategy for large, complex CPG businesses

• Proven ability to uncover compelling human insights and translate them into effective communications and creative direction

• Deeply attuned to culture, with the ability to recognize and apply emerging cultural signals in real time

• Experience working closely with creative teams and contributing to idea development and iteration

• Deep understanding of how platform dynamics and creative execution influence attention

• Proven ability to partner closely with media planning and buying teams

• Experienced leader with a track record of developing strong strategic thinkers

• Clear, compelling storyteller with strong client presence

What Sets You Apart

• You don’t stop at the plan—you care how the work shows up in the world

• You have a genuine, lived-in understanding of culture—not just awareness, but participation

• You know what makes ideas resonate in culture and earn attention in-feed

• You use performance and cultural signals as inputs—not just reports

• You connect insight, idea, execution, and outcome seamlessly

• You build teams that think, test, and evolve

Why Join Us

• Lead communications strategy on a high-profile CPG account

• Help define and scale an insight-led, culturally fluent, attention-first planning model

• Work at the intersection of strategy, media, and creative execution

Unsure if you meet the qualifications? We are always looking for talent which will continue to cultivate an inclusive and representative team that will enhance our perspectives, skill sets, background, and behaviors. We encourage those who are passionate about what we do to apply!

• Exact compensation may vary based on skills, experience, and location.

• Employer-sponsored 401k with match

• Medical, Dental, and vision coverage

• Unlimited PTO

• Caregiver (Parental) Leave

• Health and Wellness benefits

Base Salary

$220,000 — $240,000 USD