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

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. 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 a unified KPI framework (e.g., reach, CTR, cost-per-lead, booking conversion, patient acquisition cost).
  • Translate performance data into clear, practical recommendations for continuous improvement.

Essential Skills

• Experience in a commercial setting (minimum 6 months) with demonstrated outputs linked to clear impact.
• Digital marketing expertise across owned/earned/paid channels; proven paid media execution and optimization.
• Website management & UX improvement; WordPress (or equivalent CMS) experience.
• Search Engine Optimization (on-page/technical/local) and familiarity with AI-aware content optimization.
• Analytics & insight: Google Analytics reporting; ability to translate data into actionable improvements.
• International experience working in digital and/or e-commerce settings across multiple regions.
• Capacity building: Experience training non-specialists; strong facilitation and coaching skills.
• Cross-cultural collaboration: Comfortable working in diverse, low-resource settings with local teams.
• Working style: Independent, solutions-oriented, adaptable; able to travel internationally (up to 20% travel).
• Fluent in written and verbal communication in English is essential.

Desirable Skills

• Additional French and Spanish language skills desirable.

About Us

IPPF is committed to safeguarding and promoting the welfare of children, young people and vulnerable adults and expects all employees, volunteers, contractors and partners to share this commitment. IPPF is a global movement delivering sexual and reproductive health services and rights. We are a diverse, feminist, and values-driven workplace — multi-national, multi-cultural, multi-racial, multi-lingual, and intergenerational. We are an equal opportunities employer and appoint on merit through open competition. We actively encourage applications from people with lived experience and from the communities we serve, especially those from marginalised groups.

Why Join IPPF?

IPPF offers meaningful work, an inspiring environment, professional growth, and the chance to make a lasting impact on the lives of individuals and communities around the world.

Mission-Driven Organization: IPPF is a globally recognized leader. By joining IPPF, you become part of a mission-driven organization dedicated to empowering individuals and communities, advancing gender equality, and improving access to comprehensive healthcare services.

Bringing Positive Change: IPPF brings positive change to the lives of millions of people worldwide. Reducing maternal mortality, preventing unintended pregnancies, combating gender-based violence, promoting comprehensive sexuality education, and advocating for the realization of sexual and reproductive health, rights and justice for all, especially marginalized people.

Global Reach and Influence: IPPF works across all continents, providing a unique opportunity to work on a global scale to shape change and implement innovative approaches to combat racism.

Commitment to Diversity and Inclusion: IPPF is committed to diversity, equity, and inclusion in all aspects of its work. You will play a crucial role in building an inclusive and equitable organization that respects and values individuals' backgrounds, experiences, and identities.

Your Ethos

• Demonstrate an understanding of and commitment to safeguarding in a local and international context.
• Demonstrates ability and willingness to work in a diverse, multicultural, multilingual and intergenerational environment that is anti-racist and respectful of others.
• An intersectional (pro) feminist passionate about sexual reproductive health care rights + justice, including safe abortion.
• Supportive of people's rights regardless of sexuality or gender identity/expression and supportive of workers' rights and access to health care in sex work.