Who we are
Girl Effect is an international non-profit that builds media that girls want, trust and need.
From chat-bots to chat-shows and TV dramas to tech, our content is reaching millions of girls in Africa and Asia to make choices and changes in their lives. Igniting their confidence to act differently at a time that can define their future.
We create safe spaces for girls, sharing facts, and answering questions about health, nutrition, education, relationships and so much more. And we use innovative technology so we can reach girls at scale. We arm girls with the skills to negotiate and redefine what they are told is possible, so every girl can choose to be in control of her body, her health, her learning and livelihood.
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, her community, her country. That’s the Girl Effect.
Girl Effect in South Africa
Girl Effect has been present in South Africa for the last 7 years through its global digital brand ‘Springster’, and its AI powered chatbot for girls - ‘Big Sis’.
Springster was launched as a series of mobi-sites under the Facebook Free Basics program and later pivoted to social media. It has made girl-friendly content accessible to girls for free, reaching 6.1M users across the African continent.
Big Sis, Girl Effect’s chatbot in South Africa, offers girls a virtual friend to talk to about their health concerns and curiosities. Launched 3 years ago, Big Sis has scaled to 75,000 conversations, started over 1.2 messages sent/received, proven impact across behavioural drivers, and been shortlisted for multiple awards.
Campaigns run on the Springster and Big Sis ecosystem have also been able to successfully direct girls to services.
Girl Effect continues to invest in South Africa - we are launching new campaigns around sexual and reproductive health and mental well being, connecting girls to services and expanding Big Sis’s AI models to understand the language young people use to express mental health and SRHR issues so that we may respond appropriately, timely, and efficiently at scale.
And now, we have a new opportunity to bring hope and inspiration to an entire generation of South African youth. We are building a national scale youth brand that will help young South Africans to rise up and take charge of their dreams, take different actions and make informed choices about their sexual health and economic prospects.
Context of the role
In light of the above, Girl Effect is looking for someone to lead the strategizing, development, marketing and distribution of content, products, and branded experiences for adolescent girls and young women in South Africa.
The role will report into the South Africa Create Lead and require both strategic and operational knowledge around marketing - communication strategies, brand building, promotional tactics across the digital, mass media and offline ecosystem, including for hard to reach audiences.
Our new brand in South Africa will be a national scale youth brand encompassing digital and mass media, as well as offline products and environments, and the role will require a deep understanding of youth culture, mass media as well as digital/social media trends. The Marketing Lead delivers the brand experience that millions of young people from vulnerable backgrounds want, love and need when it comes to their health and skilling choices.
What you will do
As the Marketing Lead for South Africa, you will be responsible for developing and executing the marketing strategy for our new brand across all of its products. This might need you to work with an external agency or bring SEO and ad-ops support inhouse - making sure that we are using the right people, processes and principles to produce great marketing and distribution results.
In this context, the role will need to be able to move, sometimes rapidly, from detailed, hands-on execution and supervision of execution to high-level discussions on the strategic direction of our work.
The Marketing Lead will work closely with the Create Lead and the Global Marketing Lead to develop the strategy, applying best practices and recommendations from the global team. They will also support the Create Lead in understanding how the distribution and marketing strategy will need to inform the selection of the right channels, formats and creative concepts. They will also work closely with our Evidence team to ensure that we are designing our campaigns in a way that we can best capture learnings around specific areas for ex: the ‘value for money’ data for on-ground vs digital. You responsibilities on a day to day basis may include:
Who you are
Work Experience & Education
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.
We are committed to safeguarding and promoting the welfare of all those we work with and for, especially children and young people. We expect all staff to share this commitment, uphold standards in our safeguarding policy and our code of conduct. In particular:
This role is being recruited on a 12-month fixed term contract basis.
This role is subject to a standard background check.
Application closing date – 1st May 2024
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