The 7 families of communication jobs: understanding roles and opportunities.

Communication today encompasses a wide variety of jobs, ranging from creation to strategy, including digital, data, and commercial. To better understand these opportunities, the Afdas has classified the communication jobs into 7 major families.

At the École Supérieure de la Publicité, we train students in all these families of jobs, enabling them to build a coherent and evolving professional path.

5 minutes de lecture

Management and optimization of media campaigns

This family of jobs includes professionals who manage the dissemination of communication campaigns and analyze their performance. Their mission is to leverage data, understand audience behaviors, and adjust communication actions to improve visibility, engagement, and return on investment for brands. These jobs are at the heart of digital and new media usage.

Jobs in this family: data analyst, community manager, media traffic manager, media planner, social media manager.

École Supérieure de Publicité

L'auteur(e)

Une école reconnue et engagée. Première école de communication en France depuis 1927, l’ESP a été fondée par des professionnels du secteur avec une ambition forte : allier excellence académique et exigence professionnelle. Près de 100 ans plus tard, cette ambition reste intacte.

École Supérieure de Publicité

Publié le 22 déc. 2025

The 7 families of communication jobs: understanding roles and opportunities.

At the École Supérieure de la Publicité, we train students in all these families of jobs, enabling them to build a coherent and evolving professional path.

5 minutes de lecture

Management and optimization of media campaigns

Jobs in this family: data analyst, community manager, media traffic manager, media planner, social media manager.

Selling and monitoring commercial operations

Jobs in this family ensure the link between advertisers, agencies, and production teams. Their role is to identify client needs, propose suitable communication solutions, and monitor campaigns throughout their deployment. These professionals combine relational skills, strategic understanding, and project management.

Jobs in this family: new business manager, sales director, advertising manager, client manager.

Creating the visual identity of a campaign

This family brings together creative jobs that give a strong and recognizable identity to brands. Their mission is to translate a strategic message into a visual universe, by designing coherent and impactful images, animations, or graphic materials. They directly contribute to the emotion and memorization of a campaign.

Jobs in this family: motion designer, graphic designer, creative director, art director (AD).

Leveraging logistics and communication assets

Jobs related to logistics and assets ensure the concrete implementation of communication devices, particularly in advertising and events. Their mission is to manage supports, infrastructures, and advertising spaces, while respecting technical, regulatory, and environmental constraints.

Jobs in this family: logistics manager, technical display agent, heritage development manager, operations manager.

Strategic management of the company and brands

This family includes the professions that define the major directions of communication and marketing. These professionals drive global strategies, manage teams, and anticipate market changes. They also integrate major issues such as digital transformation, innovation, and corporate social responsibility.

Professions in this family: marketing director, communication director, Chief Technical Officer (CTO), CSR manager.

Developing a strategic concept

Before any creation or dissemination, it is essential to define a clear and relevant concept. The professions in this family analyze markets, consumer behaviors, and trends in order to design effective communication strategies. They provide direction and meaning to campaigns while coordinating the various expertise involved.

Professions in this family: research manager, media consultant, project manager, strategic planner.

Production of communication campaigns

The production professions ensure the realization of creative and strategic ideas. Their mission is to organize, coordinate, and supervise the production of communication content, whether digital, audiovisual, or interactive. They ensure the quality of deliverables, adherence to deadlines, and user experience.

Professions in this family: UX/UI designer, production director, digital producer, production project manager.

ESP, a school that trains in all communication professions

The Higher School of Advertising trains students in all families of communication professions, from post-bac to bac+5. Thanks to a professionalizing pedagogy focused on projects, work-study, and real cases, ESP prepares future talents to enter the job market with solid and recognized skills.

Are you wondering which communication profession is right for you? At ESP, we support you in building your future in an exciting and constantly evolving sector!

École Supérieure de Publicité

L'auteur(e)