Citizens engagement and innovative data use for Africas development (DataCipation-II) - African Union communications strategy and implementation

Senior Digital Marketing Expert seconded to the AU, Addis Ababa, Ethiopia


Senior Digital Marketing Expert seconded to the AU, Addis Ababa, Ethiopia

Project description

As a joint AU-German Government initiative, the GIZ project "Citizen Engagement and Innovative Data Use for Africa's Development (DataCipation)" project aims to strengthen the engagement between AU Organs, Regional Economic Communities, Member States, and citizens leveraging data, digital and non-digital approaches for good governance and development.

Core activities foreseen for the joint initiative are the development and implementation of communication formats enabling participatory, inclusive, and creative engagement for citizens in line with the AU brand identity as well as capacity development for AU staff on interactive communication tools and methodologies.

The Digital Marketing Expert is responsible for coordinating the AU’s various social media channels, which involves both proposing original content and adapting existing content to an appropriate social media style. In addition, the Digital Marketing Expert will coordinate relevant social media projects and suggest innovative and meaningful activities to further develop the AU’s social media presence.

The expert will also prepare regular reports on uptake of social media activities to assess their impact in supporting AU’s communications goals and follow-up on associated actions.

The specific objective of this assignment is to support the AU in the implementation of campaigns, projects and events under Work Packages 1 and 2 and the Key Expert Team throughout the contract duration.

Work Package 1 includes activities related to the “Development and implementation of communication formats”, whereas Work package 2 focuses on “Capacity development on interactive communication tools and methodologies ”. 

Job description

The Expert shall be seconded to the AU Information and Communication Directorate of the AU and work from the AU offices. The Expert can work remotely (from Addis) on a part-time basis upon prior agreement. The specific tasks will be to:

  • Lead in designing digital media campaigns aligned with defined goals
  • Lead coordination and the creation of digital content (e.g., website, blogs, videos and podcasts)
  • Adapt the AU ICD digital communication strategy for social media platforms, and audiences, in coordination with the management
  • Create comprehensive social media strategies for campaigns and related activities
  • Lead in coordinating a social-media content calendar to use as a basis for individual posts, social media campaigns to support the ongoing activities
  • Manage end-to-end digital projects
  • Provide the monthly and weekly social media plans including content calendars for all social media channels
  • Propose engaging text, image and video content across all channels in line with the AU’s brand guidelines in the absence of active campaigns
  • Establish web presence to boost brand awareness
  • Maintain a strong online voice through social media
  • Liaise with AU ICD Graphic Design, Communication and Web development teams to ensure brand consistency
  • Suggest and implement direct marketing methods to increase reach
  • Implement metrics to measure the outcome of social media activities and use for preparing clear and regular reports on AU ICD’s social medial uptake; Monitor ROI and KPIs
  • Stay up to date with digital media developments
  • Review available AU digital communication channels, establish baseline (report) and create M&E framework for rollout of campaigns
  • Enhance the AU ICD‘s usage and understanding of digital marketing metrics;
  • Support content creation for all channels; feed, moderate and monitor selected social media channels
  • Facilitate the exchange of material and information between AU ICD, the Key Expert Team, participate in regular jour fixes and monitoring meetings, contribute to reporting.
  • Support the day-to-day management of all social media channels under supervision of the AU ICD
  • Provide content for and work with Hootsuite (scheduling tool)



  • Master's degree in digital marketing or social media management.
  • Minimum 5 years professional experience in a digital agency, including researching stories; managing social media accounts, providing engaging content and creative campaigns.
  • Minimum of 3 proven experiences in managing corporate, NGOs and/or international organizations’ social media accounts
  • Proven work experience as a Digital media specialist or Digital marketing manager
  • Experience of managing and producing the creation of social media material
  • Knowledge of Photoshop, Final Cut Pro, Premiere Pro, Audacity or other media editing software
  • Minimum of 3 years proven work experience in different African countries
  • Proficiency in English language and preferably in French.
  • Hootsuite business pro
  • Social media marketing and ability to stay informed about the changes in Social Media Algorithm
  • Understanding of the “Consumer Journey” concept
  • Search Engine Optimization (SEO) and its implementation to increase traffic, visibility and branding.
  • Copywriter skills
  • Paid advertising
  • Data analysis
  • Strategic thinking

Additional information

The assignment duration is of 7 months with a work input of up to 130 working days. The expert will be based in Addis.

Please note that the application deadline is 1st of June. Interviews will be held on a rolling basis. The expert shall start working at the earliest possible date.



Duration of assignment


Deadline for applications


Job type

long term

Job status


Project reference


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To apply please contact Carolin Grasi by filling in the form below.

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