Company Details

Social Sector Advisory Firm

Assignment Details

Our client, a public sector advisory firm is implementing the E-services component of ACCELERATE – a USAID funded program to make progress towards the end of HIV epidemic in India. They are looking to engage with a media buying consultant who can expand the online/digital presence of the project.

Responsibilities Include:

The E-services component of the program aims to:
A. Reach out to populations (men, women and trans) at risk of HIV via online
platforms
(Search Engines, Social Media, Others)
B. Create content and engage with them online and provide messaging on HIV
prevention
C. Encourage the populations at risk to access HIV related services like Risk
assessment, HIV/STI Testing, PrEP, HIV self-testing, ART, ART Adherence etc
D. Link the populations to services and follow up for prevention messaging or other
services required
E. Provide insights on impact of online strategies and effectiveness

1. Develop Media Strategy for the E-demand Generation by:
a. Review previous BLA led E-services campaigns to see what worked and what
didn’t
b. Understanding ACCELERATE program goals and desired outputs
c. Identifying relevant platforms based on the population to be targeted
d. Devising means to target (by age, geography, interests etc) the populations as
tightly and effectively as possible
e. Creating an annual media plan specifying campaigns, budgets, targeting and
the possible quantitative outcomes of the execution of the plan

2. Execute the Media Strategy and support on Ad Hoc media requirements
a. Implement the approved media buying strategy by running initial pilots and then
scaling them up as per the results
b. Monitor campaigns and optimizing Ad spends to ensure minimum Cost/Result
and max reach and exposure in the given budgets
c. Improve targeting, creating look alike audience etc, hence improving quality of
ad audience
d. Pausing campaigns or adding more budgets (after prior approval) based on the
performance of the ad campaigns

3. Innovations and Partnerships
a. Innovate in the space of media buying by inventing new ways to target and
achieve the program goals
b. Keep updated with latest technologies or methods that are being launched by
media platforms
c. Form partnerships with possible affiliate websites or health related websites,
organizations, brands etc
d. Form partnerships with Google, Amazon Web Services, Facebook etc to
receive Advertising Grants for the program
e. Create a list and reach out to relevant influencers (micro and macro). Create an
online strategy with them that supports program goals, negotiate and contract,
implement (pilot to scale, if applicable) and report

4. Reporting and Measurement
a. Generate reports on each campaign run and provide intelligence and
recommendations
b. Measure end to end funnel – from reach to the end goal and provide cost
analysis accordingly
c. Compare the costs with other advertising methods (within or outside
ACCELERATE) or with other traditional methods to reach the same goals
d. Create list of challenges and leverage support of ACCELERATE team to
troubleshoot those challenges and increase the efficiency of media buying
strategy

5. Traditional Media Partnership (Optional – added advantages if candidate has this
expertise)
a. Engage with print, TV, radio for placements etc. (especially local to target
context)
b. Inform program on effectiveness of traditional versus online and help the
program take informed decision on media spends
c. Negotiate, contract and monitor the performance of traditional ads

Note: This project is based out in Delhi.

Skills Required

1. Must have demonstrated expertise in media booking/buying process, digital
media and experience in procurement processes
2. Research and analytical skills required to develop solutions to complex
problems and analyse complex financial proposals
3. Ability to develop sophisticated commercial procurement strategies that align
with the business’s needs.
4. Demonstrated expertise in Procurement processes or understanding of Media
Booking/Buying processes is required along with marketing procurement
experience particularly with respect to developing & implementing
significant strategies
5. Demonstrated experience in marketing procurement categories with focus on
Media
6. Well versed with digital marketing and social media
7. Exceptional oral, interpersonal, presentation skills, writing skills and the ability
to effectively interface with senior management