We're a creative social business. We exist to create a new normal with and for girls.

Girl Effect

Who We Are

Girl Effect is an international non-profit organization dedicated to addressing challenges faced by adolescent girls and youth in Ethiopia. Operating in the country since 2013, the organization leverages Social and Behavior Change (SBC) strategies, combining media and on-the-ground interventions to tackle various societal issues and empower young people. Girl Effect Ethiopia created the youth brand Yegna in 2014, since then has reached over 10 million people through multiple products, outreach programs, girl networks, and research pieces done all for the betterment of adolescent lives.

We create safe spaces for girls, sharing facts and answering questions about health, nutrition, education, relationships, etc. And we use innovative technology so we can reach girls at scale. We arm girls with the skills to negotiate and redefine what they are told is possible, so every girl can choose to be in control of her body, her health, her learning and livelihood.

When a girl unlocks her power to make different choices that change her life, it inspires others to do so too. She starts a ripple effect that impacts her family, community, and country.

That’s the Girl Effect.

 

Background

Girl Effect employs a branded media approach to deliver behavioural change messaging. We reach girls across the world, whether online or offline, to support them at the critical moments in life when choices around their health, education, and economic future need to be made.

We use our expertise in behavior change science to motivate and equip girls with information and support to help them see a different future for themselves, act on those choices, and drive greater demand for the opportunities and services available to them.

Chhaa Jaa in India, Tujibebe in Tanzania, Yegna in Ethiopia - are some of our youth brands. They exist across multiple channels - digital ( Meta, Google and other SM platforms), TV, radio, print and offline. Together, these brands form Girl Effect.

 

The Brand

Yegna, Girl Effect’s branded multi-media platform, focuses on empowering adolescent girls and young women (AGYW) through fun, factual and fictional content using role-modelling and storytelling to inspire them to think and behave differently. Meaning “Ours” in Amharic, Yegna brings young people together to overcome life’s challenges and realise their ambitions. Our platform comprises a national TV drama, radio talk shows, music, digital and social media channels, and club activities.

All our content is research-driven and co-designed with our audience. Testing, tracking and learning are critical to our design process. We aim for our content to be authentic, relevant, relatable to our audiences, and as engaging as possible. Yegna, the story of all of us, is the first ever adolescent-focused TV drama in Ethiopia and has had a successful six-season run.

 

Context of the Role

The Digital Marketing & Communications Manager will ensure our creative outputs not only reach audiences but also achieve meaningful engagement and impact. This role combines strategic marketing, communications, and digital-first thinking to position our products as a leading youth brand in Ethiopia. The manager will oversee brand campaigns, develop marketing and communications strategies across platforms, and strengthen Yegna’s online presence, ensuring stories are compelling, authentic, and aligned with program and safeguarding frameworks.

 

Responsibilities

1\. Brand & Campaign Development

Develop and implement integrated marketing and communication strategies that position Yegna strongly among its target audiences.Lead brand campaigns across digital, TV, radio, and offline channels to elevate Yegna’s profile.Collaborate with creative agencies and internal teams to ensure consistent and impactful storytelling.Identify new opportunities for brand promotion and partnerships.

2\. Digital Marketing & Engagement

Design and execute digital campaigns across Facebook, Instagram, TikTok, YouTube, and emerging platforms.Manage content calendars, post scheduling, and community engagement.Optimise brand websites and social platforms to drive traffic, engagement, and audience growth.Lead influencer engagement strategies and digital partnerships.Monitor, analyze, and report on digital performance metrics to inform strategy.

3\. Communications & Storytelling

Draft and oversee press releases, newsletters, success stories, and media briefs.Manage communications for events such as role model recognition, youth forums, and donor showcases.Collaborate with program and evidence teams to translate data and insights into compelling stories.Ensure all communications align with Girl Effect’s safeguarding, brand, and SBC frameworks.

4\. Reporting & Insights

Develop media and performance reports for internal and external stakeholders.Provide regular campaign analysis and optimisation recommendations.Benchmark our brand’s perception among its target audiences in collaboration with the evidence and insights team.

5\. Management & Collaboration

Manage consultants, agencies, and vendors supporting marketing and communications activities.Oversee budgets, timelines, and deliverables, ensuring efficiency and cost-effectiveness.Work collaboratively across the Create team, program team, and global communications team.

This list should not be considered exhaustive; you will be expected to deliver other duties relevant and appropriate to this position.

 

Who You Are

4–6 years of experience in marketing, communications, or digital media, ideally in a creative or NGO setting.Proven experience in developing and managing integrated marketing campaigns.Strong digital marketing expertise, including social media management, analytics, and content distribution.Skilled in brand positioning, storytelling, and community engagement.Excellent written and verbal communication skills (Amharic and English).Strong project management, organizational, and vendor management skills.Proactive, adaptable, and able to work in complex and changing environments.

 

Requirements (including but not limited to)

Working knowledge of digital platforms, CMS, and social media tools.Familiarity with digital analytics tools (e.g., Meta Business Suite, Google Analytics, social listening tools).Strong understanding of youth culture and Ethiopian digital media landscape.

Basic safeguarding and digital safeguarding knowledge is a plus.Familiarity with project management tools such as Asana and Slack.Experience with content creation tools (e.g., Canva, CapCut, Adobe Suite) is an advantage.

 

Attitudes We Are Looking For

Mission-driven and passionate about making a difference in the lives of girls and young people.Creative, innovative, and comfortable experimenting with new formats.Collaborative and culturally sensitive, able to work effectively in diverse teams.A proactive problem-solver with strong critical thinking skills.Enthusiastic about media, technology, and digital engagement.

 

Disclaimer

GE reserves the right to determine the structure of the process, the number of short-listed participants, the right to withdraw from the proposal process, the right to change this timetable at any time without notice and reserves the right to withdraw this tender at any time, without prior notice and without liability to compensate and/or reimburse any party. GE shall inform ONLY successful applicant(s). The process of negotiation and signing of the contract with the successful applicant(s) will follow.

 

Safeguarding

You may be required to undertake safeguarding checks. Shortlisted consultants will be assessed on our organizational values at the interview stage. The successful consultant will be expected to adhere to our safeguarding policy. We encourage you to read and understand our safeguarding policy, the executive summary of which can be found here. We have zero-tolerance for all forms of violence against children, beneficiaries and staff.

 

Equal Opportunities

Girl Effect Services is committed to equal opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, marital status, disability, gender, gender identity or expression. We are proud to be an equal opportunity workplace.

We are committed to building an organization that is increasingly representative of and works extensively with the communities that we serve. To this end, due regard will be paid to procuring consultancy service organizations and individuals with diverse professional, academic and cultural backgrounds.