Who we are

Girl Effect is an international non-profit that builds media that girls want, trust and need. From chatbots to chat shows and TV dramas to tech, our content helps adolescent girls in Africa and Asia make choices and changes in their lives.

We create safe spaces for girls, sharing facts and answering questions about health, nutrition, education, and relationships, empowering girls with the skills to negotiate and redefine what they are told is possible “for a girl”.

Our reach is 50 million and counting. And we’re using technology to reach girls at scale so every girl can choose to be in control of her body, her health, her learning and her livelihood.

Because when a girl unlocks her power to make different choices that change her life, it inspires others to do so too. She starts a ripple effect that impacts her family, community, and country.

That’s the Girl Effect.

Background

Girl Effect uses a branded media approach towards delivering behavioural change messaging.

We reach girls across the world, where they are -online and offline, to support them at the critical moments in life when choices around their health, education and economic future need to be made.

We use our expertise in behaviour change science to motivate and equip girls with information and support to help them see a different future for themselves, act on those choices, and drive greater demand for the opportunities and services available to them.

Chhaa Jaa in India, Tujibebe in Tanzania, and Yegna in Ethiopia - are some of our youth brands. They exist across multiple channels - digital (Facebook, Instagram, Youtube, Tiktok, Whatsapp), TV, radio, print and offline. Together, these brands reach millions of young people across Africa and South Asia.

The Brand

Tujibebe is a brand that provides adolescent and young Tanzanian women with the information and the inspiration they need to make choices about their health, learning and livelihood- from setting up a small business and saving for the future, to navigating parenthood and visiting a health centre.

Meaning “let’s lift ourselves up, together” in Swahili, Tujibebe brings young people together to overcome life’s challenges and realise their ambitions. Tujibebe’s content is accessible online whether girls own or borrow a mobile phone - connecting with girls via a radio drama, radio chat show, interactive audio stories, and digital channels.

Our Interactive Voice Response (IVR) line features inspirational stories and advice from female entrepreneurs, top tips and quizzes - girls can call for free using Tanzania’s most extensive network provider, Vodacom.

Tujibebe currently reaches 4.3M people through its radio drama, has 820,000 IVR users, 800,000 web product users and 96,000 girls connected to its social media platforms. We started with a target of 400,000 girls and have reached between 1.7M to 2.3M girls so far.

The Scope

It is an exciting time to be a part of Tujibebe. We are in the process of revamping the brand as we seek to create a household brand that reaches a core audience of adolescent Tanzanian girls and young women (15 - 29 years old), and coupled with funding, we have launched key programmes in key regions in Tanzania addressing barriers and enabling positive behaviours across SRH, routine and HPV immunization uptake, economic empowerment and Early Childhood Development for young parents.

The Marketing Manager will play a pivotal role in raising the profile of the Tujibebe brand among our audience. Working with the digital and production manager and content manager they will ensure audiences know, love and trust our brand to help them to design a future.

Responsibilities

Raise Tujibebe’s Profile

Develop and lead the marketing strategy for the Tujibebe brand
Lead brand campaigns to elevate Tujibebe’s profile among target audiences and stakeholders
Design and roll out media and performance reports, ensuring campaign stories are easily shareable and well-documented
Identify new promotional opportunities for the brand to engage with our audience

Develop & Implement Communication Strategies

Develop communication strategies for both analogue and digital channels, ensuring they resonate with girls and stand out in the market
Create communication and marketing strategies for new products, launches, events, and promotions
Collaborate with the evidence and insights teams to inform content creation and briefs
Work with in-house creatives to deliver regular promotional activities
Lead online initiatives across Facebook, Instagram, and the website to drive consistent traffic and top-of-funnel growth
Collaborate in an Agile process to enhance calls-to-action, messaging, and design elements
Collaborate with the global communications team and in country program team to gather success stories, human interest stories and documentaries on program achievement.
Create informative and interesting press releases, press kits, newsletters, and related marketing materials

Optimize Marketing Performance

Analyze incoming marketing data and continually optimize marketing performance for Tujibebe
Provide insights and support to the data team for metric identification, data ingestion, and report generation
Offer recommendations to improve Tujibebe services and products based on marketing insights

Input into Brand & Product Strategy

Provide input into the product strategy to test effective marketing strategies for audience growth
Stay updated on local marketing trends to run effective marketing campaigns
Benchmark the brand's perception among the target audience in collaboration with the Evidence and Insights team

Event Management & Coordination

Ensure smooth management of events Tujibebe is invited to or hosting, with support from vendors
Organize and attend promotional events such as press conferences, open days, exhibitions, tours, and visits

Management

Manage marketing progress, budgets, and timescales, keeping the Creative Director informed
Lead a team of consultants to create compelling brand campaigns
Respond to communication and marketing related issues in a timely manner across existing programs

Who you are

Skills and expertise

Minimum 5 years experience of relevant, hands on, marketing with accounts that have had national or multi-regional scale and complex audience sets
Must have managed a team - even a small scale team
Degree in marketing, media management, public relations, Journalism, communications is a plus, but not essential - hands on experience will be given higher weightage
Strong understanding of marketing and public and media relations is essential
Very comfortable with numbers, digital data sets like spreadsheets, dashboards
Strong communication, writing, coordination and organizational skills
High attention to detail and ability to work under pressure and tight deadlines
Ability to remain flexible and find solutions to challenges
Positive, energetic, can-do attitude
Commitment to realizing the potential of girls and to the vision and values of Girl Effect
Strong language skills in speaking, writing, presenting and reading in Kiswahili and English

Attitudes we are looking for

Comfortable with complex organizational structures and multiple stakeholders
Comfortable with shared decision-making
A ‘do-er thinker’
Enthusiastic about talking to and interacting with people across cultures and geographies - this role will require extensive conversations, presentations, documentation and fire-fighting
Highly empathetic and context-sensitive - able to balance conflicting needs and priorities decisively
Mission-driven and cares about making a difference in the lives of young people and vulnerable sections of society
You’re accustomed to a fast pace team dynamic with sharp ability to prioritize and follow-through
You bring positivity and excitement to making an impact and producing high quality work
You represent work with professionalism, while offering high quality information and follow-through along the way

What else you should know

As we continue to scale and grow - we are hugely ambitious for our future and we are looking for people who are driven to change the world for girls.

Our teams are a diverse mix across sectors (non-profit and commercial) and specialisms (from Brand and Creative through to Gender and Insight). You’ll learn and grow in an environment that will challenge you to think and work with a fresh perspective. In turn, you can expect to work somewhere where you will be stretched and developed in your role, a place where you can build your career and work with talented, engaged people committed to our cause.

Girl Effect is committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, marital status, disability, gender, gender identity or expression. We are proud to be an equal opportunity workplace.

We are committed to building an organization that is increasingly representative of the communities that we serve. To this end, due regard will be paid to recruiting candidates with diverse professional, academic and cultural backgrounds.

This role is being recruited on a 12 month contract basis

Closing date for applications: 30th April 2024