Job Title: Editorial Director, Girl Effect Mobile (GEM)
Reporting Lines: Reports toSenior Director, Connectivity
Location: London, with 20% international travel
Contract: Full-time
About Girl Effect
For
over a decade, the NIKE Foundation, inspired by Nike's belief in human
potential, has been focused on investing in girls. In 2008 the NIKE
Foundation, in collaboration with NoVo Foundation, United Nations
Foundation and other partners, launched the Girl Effect movement. With
the support of over 150 partners in 90 countries, NIKE Foundation and
the Girl Effect movement have positively impacted the lives of millions
of girls and influenced investment in them.
Girl
Effect is now a newly independent organisation, with continued
multi-year funding from the NIKE Foundation and multiple partners. With a
new CEO in place since September 2015, the organisation is scaling up
with the ambition to give girls access to the critical assets they need
to achieve their full potential.
Our mission? Change the world for girls and enable girls in their unique capacity to change the world.
This approach creates a virtuous cycle of change, lifting girls, their families and communities out of poverty.
What We Do
Girl
Effect works to break the cycle of intergenerational poverty. We do
this by connecting girls to each other and to the critical assets they
need. We work to create lasting perception change by harnessing media in
innovative ways and building social networks that develop girls'
positive perceptions of themselves and shift how others see and value
them.
Even
when services and assets that girls need are available, existing
prejudices and negative social norms prevent girls from accessing them.
When
a girl is better educated, has access to sexual and reproductive
healthcare information and services, has access and control of economic
assets, is safe from violence and exploitation, and has the capabilities
and confidence to make positive choices, she can break the cycle of
poverty. Girl Effect believes that perception change is a critical
capacity-builder to improve awareness and sensitivities of communities
and families, and create an environment in which girls are better able
to overcome barriers preventing them from accessing what they need.
We
are a brand- and programmes-led operation with offices in Rwanda,
Ethiopia, Nigeria, a mobile platform live in over 30 countries, and our
headquarters in London.
Context of The Role
Girl
Effect Mobile (GEM) is our global mobile product for vulnerable girls.
Currently consisting of a mobile site optimised for low-bandwidth
environments in the developing world, Girl Effect Mobile has launched in
38 countries, in 28 languages, and has already reached more than 7.6M
unique users in under 12 months with zero advertising. GEM is one of 7
core products in Girl Effect and is now at an exciting stage where it is
ready to be refined, amplified, marketed, measured, and scaled.
GEM
is seeking to become the trusted mobile entertainment platform that
improves girls’ lives through bite-sized, practical information, stories
and tips. Its focus is on improving basic knowledge and increasing
self-esteem of vulnerable and at-risk girls through the power of
entertaining content that shifts behaviours and actions – it’s a
BuzzFeed meets Khan Academy for 10-19 year old girls living in emerging
economies.
Moving
forward, we’ll be testing and refining this product offering, value
proposition and the business model behind it, seeking to understand how
best it can benefit girls. We’ll also be building out additional
distribution partnerships, channels (SMS, voice and USSD), and formats
(audio, video and photo). We’re already teaming up with the world’s
largest networks, infrastructure players, and service providers to help
us delivery this. With partners like Facebook, XL and BRAC, we are
actively pairing our knowledge of what works for girls with best
practices from across the worlds of business and NGOs. The next step is
to take our initial content and brand to a whole new level.
Job Summary
We
are looking for an Editorial Director of Girl Effect Mobile (GEM) to
join our team in London. This is a new role and a unique opportunity for
a creative and ambitious editorial professional, ready to take the next
step in their career, to take the lead in content sourcing, creation,
proofreading, curation, localization and translation across more than 40
markets. The Editorial Director will build on the work we have already
done, looking at how we significantly advance our content and global
profile.
The Director will:
- Implement the content and community strategies, ensuring effective organization and coordination of multiple work-streams with cross-functional teams across more than 40 geographies;
- Oversee and ensure delivery of the end-to-end content process to deliver content and community interaction that will engage, inform, inspire, and equip girls;
- Oversee and ensure delivery of community management and moderation;
- Facilitate the brokering of critical content partnerships and deals;
- Regularly review and refine the content and community implementation model, actively incorporating platform metrics and analytics. Ensure strong content planning and scheduling is in place to optimise impact and lifespan;
- Build out models that provide scale, impact and sustainability;
- Deliver clear communications, helping colleagues and partners to understand and embrace the GEM concept, strategy, content, and work.
We
are looking for a dynamic, organized, passionate and charismatic
leader, who thrives when working against tight deadlines. She/he should
also be eager to work in emerging markets and be comfortable operating
in a fast-paced environment, where strategy and product are responsive
to user needs.
While
the ideal candidate will have experience of working with girls living
in poverty, a demonstrable empathy and a willingness to acknowledge what
they don’t know, and what they need to learn, will be sufficient. This
is an opportunity to get involved in pioneering work that will be
complex, creative, challenging, fun, and meaningful, all at the same
time.
Key Working Relationships:
Director of GEM; Manager, Content and Communities (to be hired); Project Manager, GEM; Brand and Design leads; Girl Specialists and Safety & Security lead; Evidence team; Growth lead (to be hired); external partners.
Job Description:
- Responsible for evolution and implementation of the GEM content and community strategies, ensuring smart, safe and optimal growth of the platform;
- Represent the organisation amongst content partners at a global, regional and in-country level and effectively manage these relationships;
- Act as an ambassador for GEM internally, sharing inspirational thinking and work across the organisation;
- Closely liaise with Evidence and Girl Specialist leads to define objectives and measurable targets for the editorial product. Ensure that content and community planning links back to project objectives laid out with these teams;
- Work with the Director of GEM and Connectivity team to ensure the relevant tools and technologies are in place to deliver, track and measure the impact of the content and community interaction;
- Work with the Brand and Design lead to ensure appropriate and functional brand design, which conform with Girl Effect tone and style guidelines;
- Work alongside girl audiences to learn from and with them, in order to fully inform our product and content design as well as identify the best means of scaling quality girl-generated content;
- Engage ‘gatekeepers’ – including parents, family members and others in the community included in the mobile community we create;
- Work with Girl Specialist team to identify issues that need to be addressed, globally and in local markets, and develop a content strategy to address these issues;
- Identify and implement how best we localize, translate, and moderate content, and manage translations;;
- Continually refine the content strategy with a view to long-term sustainable growth opportunities for girls;
- Facilitate sharing content learning across the organisation (in real time when possible), including the sending of weekly traffic reports to contributors and leadership and end-of-month content performance presentations for staff;
- Track staff and financial resources in the content function, ensuring the team can deliver against plan on time and on budget.
Key Skills and Qualities:
- Minimum Bachelor’s degree or equivalent;
- 8+ years' of experience editorial/content work, including 5+ years' experience in digital content creation and/or management;
- Comfortable setting content strategy but also getting involved in hands-on delivery when required;
- Strong track record of creating and/or curating branded content that is age-appropriate, upbeat, informative, and entertaining;
- Knowledgeable about teen girl content, communications and trends (ideally in emerging markets);
- Experience publishing content across multiple channels (desktop, mobile, social etc) and in creating and/or managing an online community using social media or other platforms. Ideally some experience of content production and delivery in low-bandwidth markets;
- Experience managing a distributed team of content providers and/or creators;
- Some experience in behaviour change communications is preferred;
- Experience with branded content creation across multiple countries and languages, with clear understanding of localisation processes and cultural sensitivities;
- Demonstrable track record in adapting and experimenting with digital content for tone, frequency, structure and presentation;
- Familiarity with industry standards and conventions of content management systems (WordPress, Drupal, Expression Engine etc);
- Familiar with use of Google analytics and statistics;
- Understanding of the role communications and brands can play to change perceptions or behaviours;
- A supportive and collaborative team player, with ability to build and lead multicultural virtual teams
- Adaptable - able to work in complex, unfamiliar and changing environments;
- Curious and sensitive about the cultures in which we operate;
- Resourceful, solution-seeking, self-starter with an energetic, can-do attitude;
- Commitment to realising the potential of girls and to the vision and values of Girl Effect.
Salary package and benefits:
Salary
– A competitive salary and pension scheme will be offered to the
successful candidate. Visa sponsorship would be considered for the ideal
candidate, though a right to work in the UK is strongly preferred.
Closing Date: 13 April 2016
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