Head of Content Strategy for ShareTheMeal

DEADLINE FOR APPLICATIONS: 30 November 2024 - 23:59 - GMT+01:00 Central European Time (Berlin)

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, colour, national origin, ethnic or social background, genetic information, gender, gender identity and/or expression, sexual orientation, religion or belief, HIV status or disability.

ABOUT WFP

The World Food Programme is the world’s largest humanitarian organization saving lives in emergencies and using food assistance to build a pathway to peace, stability and prosperity for people recovering from conflict, disasters and the impact of climate change.

At WFP, people are at the heart of everything we do and the vision of the future WFP workforce is one of diverse, committed, skilled, and high performing teams, selected on merit, operating in a healthy and inclusive work environment, living WFP's values (Integrity, Collaboration, Commitment, Humanity, and Inclusion) and working with partners to save and change the lives of those WFP serves.

To learn more about WFP, visit our website: https://www.wfp.org

JOB TITLE:

Head of Content Strategy for ShareTheMeal

TYPE OF CONTRACT:

CST level II

UNIT/DIVISION:

PSP

DUTY STATION (City, Country):

Berlin, Germany / remote

DURATION:

11 months

LINE MANAGER/SUPERVISOR:

Head of ShareTheMeal

BACKGROUND AND PURPOSE OF THE ASSIGNMENT:

The United Nations World Food Programme (WFP) is the 2020 Nobel Peace Prize Laureate. WFP is the world’s largest humanitarian organization, saving lives in emergencies and using food assistance to build a pathway to peace, stability and prosperity for people recovering from conflict, disasters and the impact of climate change. Around 20,000 people work for the organization, most of them in remote areas, directly serving the hungry poor.

To reach a world with zero hunger, WFP is investing in and growing private sector partnerships. ShareTheMeal is WFP’s fundraising and awareness-raising app. Free to download, the award-winning app is a pioneering way for people to join our efforts in creating a world with zero hunger.

ShareTheMeal currently has more than 1.6 million users worldwide, who have shared more than 235 million meals (USD 188 million). WFP is pursuing an ambitious growth strategy for individual giving, and ShareTheMeal is a key driver for this strategy going forward. The team, located in Berlin, is focused on further developing the app to include new and innovative features, and on increasing the engagement of existing users and growing the user base through marketing and communication initiatives.

ACCOUNTABILITIES/RESPONSIBILITIES:

The Consultant, reporting to the Head of ShareTheMeal, is expected to:

1. Lead in developing and implementing the content strategy for STM to support business growth
2. Develop the vision, objectives and overall goals for the content strategy to support STM's growth and achieve business objectives, e.g. revenues from single and recurring donations
3. Develop strategy for fundraising campaigns and manage pipeline, including launch and communications around emergency campaigns
4. Drive the execution of the strategy; Set yearly and quarterly goals and KPIs; monitor, present and own results from the content decisions
5. Manage the documentation process for creation of new content pieces and of ongoing content (guidelines, standards, tone, voice)
6. Coordinate the collaboration between the Content and the UX/Product team on new features and epics related to the content strategy, including conducting user research and user-centric testing to better understand target audience
7. Work with Business Intelligence team on deriving data insights to drive business decisions eg. around campaign goals

Lead on the planning and cross-collaboration on marketing themes and objectives

1. Manage all content sourcing by liaising with Regional Bureaux, Country Offices and HQ, as well as implement new sourcing strategies together with the PSP Content Hub
2. Manage content production including agile prioritization and planning
3. Ensure that the content meets the requirements of WFP’s content strategy and brand book, as well as STM’s brand and tone of voice
4. Coordinate and ensure excellence in localization for the existing portfolio of 14 languages
5. Manage workflows on all channels (incl. social media, emails, push notifications, web and in-app)
6. Manage video production pipeline and oversee video creation for paid and organic channels as well as product

Manage team performance and development

1. Lead high-performing teams(covering copywriting, CRM, localization, motion design) to create and implement strategic initiatives in support of the goals and priorities, across the board
2. Mentor and coach direct reports and their reports as needed, to ensure performance in the team is sustained and continuously improved
3. Ensure ways of working and team processes optimize for high impact output, all the while striking a balance between agility and the need to navigate established external structures
4. Instil a culture of customer centricity and experimentation, based on data and insights

Other

1. Stay abreast of sector trends in major donor fundraising content and bring relevant learning to the team
2. Work with our existing global systems, policies, and processes to deliver the objectives of this role in a compliant, collaborative, and efficient way
3. Any other tasks as consummate with the level of experience and required to support the Content team and PSP

DELIVERABLES AT THE END OF THE CONTRACT:

1. A content strategy for ShareTheMeal that scales the current operations seamlessly and globally
2. Global delivery of content and copy for new app features as well as for CRM campaigns and advertising campaigns across all media channels
3. Diverse, engaging and impactful in-app fundraising campaigns that support the business needs for scaling ShareTheMeal

QUALIFICATIONS & EXPERIENCE REQUIRED:

Education:

Bachelor’s degree, Master’s degree is preferred

Experience:

At least 7 to 8 years of relevant experience across content and project management experience, preferably in marketing, journalism or communications

Knowledge & Skills:

1. Strong writing skills and meticulous attention to detail
2. Excellent project management skills, with an ability to plan ahead, prioritize and work to tight deadlines
3. Familiarity with the workings of the WFP internally across regions and country offices, including Friends organization
4. Experience scaling content operations across multiple geographies and associated languages and local considerations
5. Mature judgment with strong interpersonal skills for direct and indirect management and mentoring responsibility of other team members
6. Strong influencing and negotiating skills
7. Experience with tools like Figma, Miro, JIRA, Confluence, Contentful is a major plus
8. Collaborative spirit able to liaise with a wide range of people at all levels and across different cultures and to act with credibility and diplomacy
9. Strong time management skills with an ability to plan ahead, anticipate requirements, problems and obstacles, and an ability to juggle competing priorities successfully, and to work to tight deadlines
10. Self-motivated and able to work with a high degree of autonomy
11. Fully committed and motivated to achieve the aims of the World Food Programme
12. Data-driven approach to decision making with experience in A/B testing and iterative innovation

Languages:

In addition to a high proficiency in written and spoken English, knowledge of a second UN language is a plus