My new manager (mkt director) wants to change my title from Creative Producer to Activations Manager “because it’s a title she understands better under marketing / she doesn’t know how a creative producer fits under mkt”. Mind you this is after a glowing feedback review where I was told I excelled at everything, got the highest review mark possible and had no notes on improvements other than giving me more ownership and freedom which I asked for.How can I articulate that this is a clear demotion
What’s her background because… 😬😬😬
Sounds like she came from media and doesn’t understand her new role.
Tell her you don’t understand why she doesn’t understand.
It’s like telling someone you don’t know how to pronounce their name so you’ve decided to call them something that’s easier for you to say.
If she values you as much as she says, make it a dealbreaker.
Coach
Job description: "A Creative Producer is a recognized job in the entertainment, advertising, and media industries. They serve as a bridge between creative vision and practical execution, overseeing projects like films, commercials, and digital content from concept to post-production. They focus on the artistic direction—story, tone, and visual style—while managing the team."
Job description: "An Activation Manager (or Brand Activation Manager) is a mid-to-senior level job, primarily within marketing, advertising, or brand management industries. They are responsible for designing, executing, and managing campaigns that bring a brand to life, such as pop-up events, product launches, or experiential marketing."
Both jobs are valuable to the workflow and execution of marketing campaigns. The job title doesn't lessen your role. Just make sure you're doing the work required and getting paid what you deserve for it.
Beyond just understanding the internal roles and responsibilities, it’s also worth considering the external implications. Titles signal scope and experience to clients, partners, and future employers. Even if Activations Manager might describe certain responsibilities internally, titles carry different weight in the industry. If I introduced someone to a client as our Activations Manager, they might reasonably ask, “Wait, where’s the Creative Producer on this?” So it’s also about how the role reads externally.