Global Influencer Programme Manager

WFP celebrates and embraces diversity. It is committed to the principle of equal employment opportunity for all its employees and encourages qualified candidates to apply irrespective of race, color, national origin, ethnic or social background, genetic information, gender, gender identity and/or expression, sexual orientation, religion or belief, HIV status, physical or mental disability.

Job Title: Global Influencer Programme Manager

Type of Contract: Regular CST (Level 1)

Division: Communications, Marketing and Advocacy Division

Duty Station (City, Country): Rome HQ, Italy

Duration: 11 months

BACKGROUND AND PURPOSE OF THE ASSIGNMENT:

To promote public engagement and thus influence and increase individual giving while supporting private sector and government funding, the profile of World Food Programme (WFP) and its work must be raised, building the WFP brand as the leading humanitarian organization fighting hunger worldwide.

Through strategic projects and campaigns that leverage influential voices, tailored content, memorable experiences and data insights, the Brand-Building and Engagement Team (BBE) supports the work of our colleagues toward increased fundraising and resource mobilization. By increasing brand visibility, deepening brand familiarity and solidifying brand trust, WFP will establish the optimum conditions for fundraising from governments, the private sector, and individuals.

Under the supervision and guidance of the Brand Partnerships Manager, the Global Influencer Programme Manager will lead the day-to-day management and be responsible for regular operations of WFP’s influencer marketing programme, including Goodwill Ambassadors, chefs, social media influencers and content creators. In addition, the Global Influencer Programme Manager will work through GOs, RBs and COs to develop and execute strategic outreach campaigns that leverage influencers around WFP priority narratives to reinforce organizational objectives and mobilize stakeholders.

ACCOUNTABITLITIES / RESPONSIBILITIES:

Goodwill Ambassador & Advocate Programme:

• Manage and implement day-to-day activities of WFP’s Goodwill Ambassador (GWA) programme****: Liaise and interact with GWA focal points around the world and through them manage outreach and engagement with WFP’s GWAs, Advocates, and High-Level Supporters.
• Lead all relevant processes and procedures: Enable GWA focal points to maintain and foster GWA relationships, including providing guidance on and managing the formal appointment processes for GWAs and Advocates and ensuring that GWA activities adhere to relevant UN policies and practices.
• Provide strategic guidance to WFP stakeholders including Global Offices, Country Offices and Regional Bureaus: Provide strategic guidance to WFP’s Offices in their continued engagement of influencers to help reach their strategic resourcing goals, providing insights and best practices for influencer engagement.

Digital Influencers and Content Creators:

• Lead, manage and implement WFP’s informal influencer engagement programme: Work closely with WFP’s Offices to help them identify, develop and steward relationships with chefs, celebrities, social media influencers, and content creators, providing guidance and tools to maximize the impact of these engagement opportunities, initiatives and public moments, while ensuring strategic focus and alignment with organizational goals.
• Develop and refine engagement strategic ideas and engagement opportunities for influencers to support WFP campaigns, high-profile moments and priority communications activities. Deliver these ideas and opportunities through clear guidance to GOs, RBs and COs, with close coordination and analysis in order to optimize ongoing activities.

Asset Development and Creation of Materials:

• Develop materials and maintain tools: Utilizing an understanding of influencer marketing and relationship development best practices, develop and maintain a set of tools and materials through which WFP RBs, COs and GOs can engage and develop relationships with influencers from all sectors and regions and at all levels (micro- to mega-influencer).
• Create materials & messaging: Write and develop toolkits, project management timelines, briefings, guidance documents, and other engagement materials and messaging for internal and external stakeholders; design and compile presentations and documents that explain campaign strategy and results for key stakeholders;
• Proactively contribute to writing, fact-checking, outreach and additional management projects as necessary

Measurement and Evaluation:

• Monitor and evaluate the performance of influencer engagement activities, reporting back on key results and providing expert recommendations with the aim to adapt and improve WFP’s influencer marketing strategy over time.
• Internal Communication: Proactively provide regular analysis and reports on influencer activities to BBE, CAM and key WFP stakeholders in a timely and organized manner.

Other Responsibilities:

• Management, understanding and learning of emerging trends and best practices: Conduct analysis of emerging influencer marketing trends and best practices and present these as a foundation to brainstorm new, creative approaches to inform WFP’s strategy in influencer marketing.
• Reputational Risk Management: Lead the informal reputation risk assessment on behalf of the unit, providing inputs to RBs, GOs, COs, Individual Fundraising and other divisions who engage in influencer outreach on maintaining low reputation risk. Liaise with CAM’s reputational risk management team to assess any potential high-risk activities.

DELIVERABLES:

• Create and organize a skills-sharing and knowledge training program that will help lend expertise and educate colleagues in various areas of influencer marketing, including outreach, relationship management and performance analysis.
• Produce a portfolio of influencer activities, segmented by campaign or initiative, including relevant measurements against smart KPIs and constructive learnings.

QUALIFICATIONS AND EXPERIENCE REQUIRED:

Education:

Advanced University degree in Branding, Communications, Marketing or other relevant field, or First University degree with additional years of related work experience and/or trainings/courses.

Experience:

At least 3 years postgraduate progressively responsible professional experience.

Knowledge & Skills:

1. The ability to manage multiple workflows simultaneously with effective prioritization;
   2. Ideally, experience in influencer marketing and engagement;
   3. Extensive project management and coordination experience;
   4. An understanding of KPIs and audiences and the understanding of how to develop a project to work toward them;
   5. Effective writing skills;
   6. Well organized and detail oriented;
   7. Experience managing multiple stakeholders across time zones and cultures;
   8. Ability to handle a large volume of work and to meet strict deadlines.

Languages: Excellent knowledge of English (level C) is required. An intermediate knowledge of another official UN language (Arabic, Chinese, French, Russian and Spanish) or Portuguese (one of WFP’s working languages) is a plus.

Terms and Conditions

WFP offers a competitive compensation package which will be determined by the contract type and selected candidate’s qualifications and experience.

Please visit the following websites for detailed information on working with WFP.

http://www.wfp.org Click on: “Our work” and “Countries” to learn more about WFP’s operations.

Deadline for applications: 12 July 2022

Ref.: VA No. 167924

All employment decisions are made on the basis of organizational needs, job requirements, merit, and individual qualifications. WFP is committed to providing an inclusive work environment free of sexual exploitation and abuse, all forms of discrimination, any kind of harassment, sexual harassment, and abuse of authority. Therefore, all selected candidates will undergo rigorous reference and background checks.

No appointment under any kind of contract will be offered to members of the UN Advisory Committee on Administrative and Budgetary Questions (ACABQ), International Civil Service Commission (ICSC), FAO Finance Committee, WFP External Auditor, WFP Audit Committee, Joint Inspection Unit (JIU) and other similar bodies within the United Nations system with oversight responsibilities over WFP, both during their service and within three years of ceasing that service.