Responsibilities

• Lead development of integrated brand strategies towards affluent and luxury-focused audiences that are a key target group for Mastercard to perform well with.
• 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.

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.
• Preferred Background: 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.

Preferred

• 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.