Attachment 3_DRAFT Labor Categories.docx

DRAFT LABOR CATEGORIES AND DESCRIPTIONS

Protecting Americans from Tobacco-Related Death and Disease

Key personnel highlighted in yellow.

1. Account Director Provides strategic leadership and serves as director of overall contract management, including overseeing team and budgets, and will be the day-to-day point of contact with FDA. Has at least 10 years of experience in the strategic planning and management of comprehensive national public education programs designed to educate large and diverse audiences; and a bachelor’s or advanced degree in marketing, advertising, communications or other relevant field.

2. Account Manager Provides oversight and management of assigned campaigns, including overseeing junior staff and budgets. Has at least 5 years of experience in the management of comprehensive advertising campaigns; and a bachelor’s or advanced degree in marketing, advertising, communications or other relevant field.

3. Analyst Provides support in the research and evaluation of campaign broadcast and digital media, including data collection and analyses, with the ability to synthesize and communicate results. Has at least 1 year of experience in media analytics; and a bachelor’s degree in marketing, advertising, communications, or other relevant field.

4. Art Buyer Provides leadership in the purchase and placement of art for broadcast, print, online, out-of-home (OOH) and other forms of media, with the ability to conceptualize the campaign’s brand to align with appropriate materials. Has at least 5 years of experience in a similar line of work.

5. Art Director/Designer Develops creative materials, which may include television, radio, print, digital advertising and product packaging. Has at least 5 years of experience developing creative materials; and a bachelor’s degree in the creative arts.

6. Assistant Account Executive Provides support for and coordination of campaign components as directed by senior staff. Has at least 2 years of experience in a professional environment, including experience with campaigns; and a bachelor’s degree in marketing, advertising, communications or other relevant field.

7. Assistant Producer Provides assistance in various aspects of production such as script writing, audio, camera work, and music. Oversees the work of support staff and ensures program scripts meet the intentions and requirements of the campaign goals. Has 3-5 years of experience in production; and a bachelor’s degree in communications, media production, film, or other relevant field, or equivalent professional experience.

8. Associate Creative Director Implements creative direction and develops creative materials, including television, radio, print, and digital advertising, that resonate with audiences. Has at least 7 years of experience developing and executing creative direction for national advertising campaigns; and a bachelor’s or advanced degree in the creative arts.

9. Broadcast Traffic Supervisor Provides oversight for the scheduling and forwarding of campaign material to networks for use on the air, with a strong understanding of ordering broadcast commercial material for air, seeing that material is delivered on time, estimating costs, and coordinating commercial schedules. Has at least 5 years of experience in traffic and broadcast management for complex campaigns; and a bachelor’s degree in communications, advertising, business, media management, or other relevant field, or equivalent professional experience.

10. Contract Manager Provides oversight to contract execution, maintains communication with the contractor, and ensures that timelines, budgets, and deliverables are met according to the contract and federal guidelines. Has at least 5 years of experience in contract management; and a bachelor’s degree in business administration, public administration, finance, legal studies, or other relevant field.

11. Copywriter Provides translation of creative concepts into the written and spoken word, including the development of scripts. Has at least 5 years of experience writing advertising copy and scripts; and a bachelor’s degree in the creative arts.

12. Creative Director Provides overall vision and direction needed to design and develop a range of compelling creative materials, including video, print, OOH and digital advertising, and associated products, that resonate with large and diverse audiences. Has at least 10 years of experience developing and executing creative direction across platforms for large-scale and/or complex public health behavior change programs; and a bachelor’s or advanced degree in the creative arts.

13. Digital Account Professional Provides hands-on management in support of the development and execution of digital strategies to reach target audiences with relevant and engaging content that creates attitudinal and behavioral change as directed by senior staff. Has at least 5 years of experience working on campaign digital tactics; and a bachelor’s degree in marketing, advertising, communications or other relevant field.

14. Digital Project Manager Provides leadership to the development of interactive digital media through an understanding of the campaign’s goals, objectives, and target audience, working to integrate emerging media and technologies into content that creates attitudinal and behavior change. Has at least 5 years of experience in the interactive space, with a focus on site development, usability and analytics; and a bachelor’s degree in digital media, communications, marketing, advertising, information systems, or other relevant field.

15. Digital Strategist Provides support to the development of interactive digital media through an understanding of the campaign’s goals, objectives, and target audience, with ongoing efforts to integrate emerging media and technologies into content that creates attitudinal and behavior change. Has 1-3 years of experience in the interactive space, with a focus on site development, usability and analytics; and a bachelor’s degree in digital media, marketing, communications, advertising, information systems, or other relevant field.

16. Director, Analytics Provides direction to research and evaluation aimed at measuring the impact of campaign broadcast and digital media, with the ability to synthesize and communicate results and a thorough understanding of the target population. Has at least 10 years of experience in media analytics; and a master’s degree communications research, marketing analytics, media studies, public health, or other relevant field.

17. Director, Broadcast Production Provides direction to the planning and production of campaign-related broadcast media, including radio and television advertisements, ensuring the alignment of scripts to the campaign’s goals, objectives, and target audience. Has 10 years of experience managing complex media production for a national campaign; and a bachelor’s degree in film/television production, media studies, or other relevant field, or equivalent professional experience.

18. Director, Experience Architecture Provides direction in the planning, design, and delivery of campaign web-based material, ensuring that material encompasses strong interaction that is relevant for the target audience based on key audience insight research. Requires strong digital design skills and experience in user-centered, interactive design. Has 10 years of experience in the design of web-based content; and a bachelor’s degree in human-computer interaction, UX design, interaction design, or other relevant field or equivalent professional experience.

19. EVP Chief Analytics Officer Provides oversight to the research and evaluation plan aimed at measuring the impact of campaign broadcast and digital media, with a thorough understanding of the campaign’s target population and appropriate methodologies. Has 15+ years of experience in large-scale media analytics; and a PhD degree in the social sciences.

20. Executive VP/General Manager Provides strategic and corporate leadership and serves as key decision-maker for campaigns and related contract management. Has at least 20 years of experience in the strategic planning and management of comprehensive, national advertising campaigns; and a bachelor’s or advanced degree in marketing, advertising, communications or other relevant field.

21. Graphic Designer Conceptualizes and designs visual elements or copy for print, interactive, broadcast, and collateral materials. Participates in graphic design, layout execution, typography, photo research, illustration, photography, comp development, and mechanical production at the direction of the Art Director or Senior Art Director. May art direct photography sessions and work with freelancers as needed. Works with other Art Directors, Copywriters and additional designated team personnel in production of materials. Coordinates with client on concepts. Has at least 2 years of professional experience and a bachelor’s degree in graphic design, visual communication, or other relevant field, or equivalent experience with a strong portfolio.

22. Interactive & Social Media Director Provides strategic, creative, and technical expertise and direction in the development and execution of digital strategies to reach target audiences with relevant and engaging content that creates attitudinal and behavioral change. Has at least 10 years of experience developing and implementing interactive, mobile, and innovative new media strategies; and a bachelor’s degree in marketing, advertising, communications, or other relevant field.

23. Junior Media Planner Works with Media Planning, Buying, & Measurement Director in the planning, purchasing, and measurement of paid media activities. Has at least 3 years of experience supporting media planning in an advertising environment; and a bachelor’s degree in marketing, advertising, communications or other relevant field.

24. Media Planner Provides oversight to all media planning efforts, including researching and recommending placement for earned and paid media. Ensures that media is placed in target-relevant media outlets, and evaluates and analyzes audience responses and adjusts strategies accordingly. Has 5 years of experience; and a bachelor’s degree in marketing, advertising, communications, media studies, business, or other relevant field.

25. Media Planning, Buying, & Measurement Director Provides overall vision for media strategy that effectively, efficiently, and innovatively reaches at-risk and vulnerable target audience(s), including strategy, planning, buying, and measuring all paid media. Has at least 10 years of experience directing strategic media planning, buying, channel strategy; assessing effectiveness and return on investment for targeted and culturally sensitive advertising campaigns; and a bachelor’s or advanced degree in communications, marketing, advertising, media studies, business administration or other relevant field.

26. Media Strategist Provides media strategy for all campaign programs to ensure media placements and delivery align with CTP campaign goals and reach at-risk, vulnerable target audience(s). Ensures that media strategy aligns with overall campaign brand and goals. Develops insights and strategic implications based on media mix, targeting capabilities, and emerging digital advertising opportunities. Has at least 5 years of experience directing strategic media planning, buying, channel strategy; assessing effectiveness and return on investment for targeted and culturally sensitive advertising campaigns; and a bachelor’s or advanced degree in communications, marketing, advertising, media studies, business administration or other relevant field.

27. Media Supervisor Provides media strategy that effectively, efficiently, and innovatively reaches the defined target audiences of campaigns, including planning, buying, and measuring all paid media. Has at least 3 years of experience directing strategic media planning, buying, channel strategy; assessing effectiveness and return on investment for national advertising campaigns; and a bachelor’s or advanced degree in communications, marketing, advertising, media studies, business administration or other relevant field.

28. Partnerships Strategist Provides leadership and vision for developing successful relationships and networks with national, regional, state, and community, and tobacco control organizations that help localize campaign messages and content and engage audiences at all levels. Has at least 10 years’ experience developing national and community partnerships to tailor and deliver campaign materials and messages at the State, regional, or community level; and a bachelor’s or advanced degree in liberal arts.

29. Print Production Manager Provides oversight to the production of printed and published campaign materials and is involved in the planning and development of print materials from start to finish, with the ability to tailor content to a variety of audiences based on research. Has at least 5 years of experience managing complex media production for a national campaign; and a bachelor’s degree in graphic design, communications, publishing, marketing, advertising, print media, journalism or other relevant field, or equivalent professional experience.

30. Producer Manages the entire video/film design and production process from pre- through post-production. The producer works with director and helps select talent, directs personnel and vendors, and collaborates with the creative director and other creative staff to make the creative vision a tangible reality for any video, b-roll or film end product. Interacts and coordinates with senior account management, creative teams and client for planning and strategy. Has at least 5 years of related experience and a bachelor’s degree in film, media, communications, advertising, marketing, or other relevant field or equivalent professional production experience.

31. Proofreader Provides editorial review services for all campaign content and related material. Detects and corrects errors with consistent accuracy. Has at least 5 years of related experience in reviewing scripts and copy for broadcast and print media as well as digital media; and a bachelor’s degree in communications, journalism, English, marketing, advertising, or other relevant field or equivalent professional experience.

32. Public Relations Strategist Provides strategy and implementation oversight for public and media relations activities in support of national advertising campaigns. Has at least 10 years of public relations experience developing and executing national earned media relations strategy via traditional and online vehicles to help achieve campaign objectives; and a bachelor’s or advanced degree in liberal arts.

33. Quality Assurance Specialist Performs quality assurance reviews of all types of campaign material for broadcast and digital media, including social media content, storyboards, scripts, and website copy, to ensure that standards are being met and work is of high quality. Has at least 5 years of experience; and a bachelor’s or advanced degree in communications, journalism, English, marketing, advertising, or related field or equivalent professional experience.

34. Research Director Provides strategic direction for consumer and market research to garner key insights for the development of public education programs and message development designed to educate large and diverse audiences, including experience conducting qualitative and quantitative research to ensure audience comprehension of key materials and familiarity with behavior change outcome evaluation in order to collaborate with the campaign evaluation contractor. Has at least 10 years of experience leading formative research, including both qualitative and quantitative research, for complex public health behavior change campaigns and/or communication programs; and a PhD in the social sciences or relevant field.

35. Research Manager Provides leadership to the planning and implementation of consumer and market research to garner key insights for the development of campaigns and to measure effectiveness in reaching marketing objectives. Has at least 5 years of experience leading both formative research and outcome evaluation, including both qualitative and quantitative research, for national campaigns and/or communication programs; and a master’s degree in the social sciences.

36. Senior Account Manager Provides hands-on management of assigned campaign components as directed by senior staff and serves as day-to-day point of contact with FDA. Has at least 5 years of experience working on campaigns; and a bachelor’s degree in marketing, advertising, business, communications or other relevant field.

37. Senior Art Director/Senior Designer Provides guidance to the development of creative materials in a variety of formats such as television, radio, print, and digital advertising, ensuring alignment with campaign goals and best practices for attitudinal and behavioral change campaigns. Has at least 7 years of experience developing creative materials; and a bachelor’s degree in the creative arts.

38. Senior Broadcast Producer Provides oversight to the work of various teams to produce campaign related multi-media, including television and radio advertisements. Leads the coordination of concept development with script writing, taping, editing, and other aspects of production. Has at least 10 years of experience managing complex media production for a national campaign; and a bachelor’s degree in film, media, communications, advertising, marketing, or other relevant field or equivalent professional production experience.

39. Senior Talent Manager Provides oversight to the involvement of talent in the broadcast and digital media for campaigns, ensuring that talent is appropriate for the brand, goals, and objectives of the campaign. Has at least 5 years of experience sourcing, recruiting, interviewing, and on-boarding talent; plus a bachelor’s degree in human resources, communications, marketing, business, media, or other relevant field or equivalent professional experience.

40. Senior Vice President Provides strategic and corporate leadership for campaigns and related contract management. Has at least 10 years of experience in the strategic planning and management of comprehensive, national advertising campaigns; and a bachelor’s or advanced degree in marketing, advertising, communications, business administration, or other relevant field.

41. Strategy and Planning Director Provides direction and oversight to implement campaign strategy program wide. Provides strategic planning and direction for integrating formative research insights into messaging strategies for public education campaigns, including digital/social media strategy and brand management. Experienced in measuring effectiveness of campaign messaging in reaching public health behavior change goals. Has at least 10 years of experience in strategic planning for comprehensive, national advertising campaigns including developing and executing messaging strategies across all platforms (TV, radio, digital/social, print, out-of-home, etc.); and a bachelor’s degree in marketing, advertising, communications or other relevant field.

42. Social Media Manager Provides oversight and strategic direction for campaign social media presence across all platforms. Develops and implements social media strategies that align with campaign goals and drive audience engagement, ensuring content resonates with target audiences and supports behavioral change objectives. Manages day-to-day social media operations, including content creation, community management, performance analytics, and platform optimization. Has at least 5 years of experience managing social media for large-scale campaigns or national brands; and a bachelor's degree in marketing, communications, digital media, or other relevant field.

43. Traffic Manager/Production Manager Provides detailed monitoring, tracking and reporting on the timely completion of all tasks identified in campaign project plans. Has at least 5 years of experience in traffic management for complex campaigns; and a bachelor’s degree in communications, marketing, advertising, or other relevant field or equivalent professional experience.

44. Videographer Shoots all footage for any video, b-roll, or film end product per creative direction and for any media. Knowledgeable about camera, film, lighting, cinematography, and special effect techniques to shoot all imagery effectively and per creative direction. Works closely with producer, director, and creative director. Has at least 5 years of experience and a bachelor's degree in film, cinematography, broadcast media, digital media, or other relevant field, or equivalent professional experience.

45. Web Developer Works with key digital personnel to build websites from start to finish, including assisting in the writing and development of content, designing web layout that is attractive to a target audience based on research insights, writing code, solving problems, and completing updates as needed. Has 5 years of experience in UI, cross-browser compatibility, general web functions and standards; and hands on experience with graphic design and programming language such as HTML, CSS, JavaScript, JQuery and API's; and a bachelor’s degree in computer science, information technology, software engineering, digital media, human-computer interaction or other relevant field or equivalent professional experience.