Digital Marketing Advisor – Commercial Sustainability (12-month fixed term)

Application Closing Date

07th April, 2026

Context of Role

IPPF supports service delivery in 151 countries. The MA Commercial Sustainability team partners with MAs to build viable healthcare service models. Sitting within this team, the Digital Marketing Advisor works closely with the Global Marketing Lead to deliver service-led communications and digital demand generation that increase visibility of clinic services and drive footfall - particularly in low-resource settings where digital marketing expertise is limited or absent. Generation that increases visibility of clinic services and drive footfall - particularly in low-resource generation that increase visibility of clinic services and drive footfall - particularly in low-resource.

The role requires hands-on delivery in the market, active capacity building, and the creation of scalable tools and systems that MAs can operate independently. 

Role Purpose

IPPF’s Member Associations (MAs) operate clinics and maternities across highly diverse contexts. With traditional donor funding declining, MAs must increase self-generated revenue to sustain essential SRHR services.

This role works directly with selected MAs to introduce, strengthen, and embed digital marketing capability - developing in-house skills, driving patient acquisition, and ensuring digital marketing becomes a sustainable, locally owned practice.

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