Digital Marketing Advisor – Commercial Sustainability (12-Month Fixed Term) at International Planned Parenthood Federation (IPPF)

Deliverables

Strategy & Market Insights

• Conduct local market, client, and competitor analysis to inform country‑specific digital strategies.
• Build MA‑level digital roadmaps aligned to clinic revenue goals, demand generation, and patient acquisition targets.
• Identify audience segments and value propositions; map the end‑to‑end digital patient journey per market.

Social Media Marketing & Advertising

• Develop service‑led social media strategies and paid advertising plans (e.g., Meta, TikTok, YouTube, local platforms).
• Introduce and operationalize social media advertising, including campaign set‑up, A/B testing, and optimization.
• Create reusable content templates and campaign toolkits to maximize engagement and reduce production effort.

Web Experience & SEO

• Improve website content and UX to enhance patient confidence and conversion (find a clinic, services, fees, FAQs etc).
• Implement SEO & AI best practices (on‑page, technical, and local SEO) to increase organic visibility.
• Support WordPress updates, plugins, security basics, and content governance.
• Introduce and support online appointment booking and telehealth where relevant. 

Digital Media & E‑Commerce

• Explore, recommend, and pilot new digital channels (e.g., search, local listings, messaging/SMS/WhatsApp, display).
• Design a cohesive digital patient experience across all touchpoints for an optimal brand experience.
• Where relevant, support e‑commerce for products (and expansion to marketplaces/affiliates).

Content Strategy & Creative

• Support the development of an integrated content strategy (social, web, search, email) that is evidence‑based and culturally resonant.
• Guide creation of low‑bandwidth, mobile‑first assets (short video, explainers, carousels, infographics).
• Ensure accessibility and inclusive language across content; manage translations and localization.

Email, Messaging & CRM

• Establish email and CRM foundations (or strengthen existing), including list hygiene and consent management.
• Implement automated journeys (e.g., appointment reminders, post‑visit care, re‑engagement, feedback/NPS).

Capacity Building & Training

• Train and upskill MA teams across core digital disciplines; deliver live and on‑demand training materials.
• Develop a community of practice for cross‑MA learning, best‑practice sharing, and case studies/playbooks. 

Governance, Ethics & Data Protection

• Ensure compliance with local data protection and privacy laws, IPPF safeguarding, and marketing consent practices.
• Champion ethical, culturally relevant communications aligned with SRHR values and community norms.

Measurement, Reporting & Optimization

• Establish a unified KPI framework (e.g., reach, CTR, cost‑per‑lead, booking conversion, patient acquisition cost).
• Translate performance data into clear, practical recommendations for continuous improvement. 

Essential Skills

• Experience in a commercial setting (minimum 6-months) with demonstrated outputs linked to clear impact.
• Digital marketing expertise across owned/earned/paid channels; proven paid media execution and optimization.
• Website management & UX improvement; WordPress (or equivalent CMS) experience.
• Search Engine Optimization (on‑page/technical/local) and familiarity with AI‑aware content optimization.
• Analytics & insight: Google Analytics reporting; ability to translate data into actionable improvements.
• International experience working in digital and/or e-commerce settings across multiple regions.
• Capacity building: Experience training non‑specialists; strong facilitation and coaching skills.
• Cross‑cultural collaboration: Comfortable working in diverse, low‑resource settings with local teams.
• Working style: Independent, solutions‑oriented, adaptable; able to travel internationally (up to 20% travel).
• Fluent in written and verbal communication in English is essential.