1.       SUMMARY

NATO’s Public Diplomacy efforts serve a vital function within the Alliance by communicating its purpose and priorities to audiences worldwide. In fulfilling this role, the Public Diplomacy Division (PDD) actively strengthens NATO’s public image, thereby fostering trust in and support for the Alliance. The Division also acts as coordinator for strategic communication activities across all NATO civilian and military bodies and commands.

The Information Environment Assessment (IEA) Team sits within the PDD Strategic Communications Unit (SCU). The SCU supports PDD’s Assistant Secretary General (ASG) and Deputy Assistant Secretary General (DASG) in synchronising and coordinating NATO civilian and military communications to promote the political and military objectives of the Alliance to external audiences. In order to better understand and effectively reach NATO’s key audiences, and to mitigate hostile information activities aimed at the Alliance, NATO continues to develop its IEA capabilities. Effective communications within a complex information domain requires systematic analysis and assessment of data gathered from the web, print and broadcast outlets, social media, polling data and other publicly available sources. This is to enable NATO decision-makers and planners to better understand adversarial, as well as friendly, activities and impact in the information environment. It is also to develop a culture of evidence-based decision making in PDD. 

The incumbent, working as an important part of the PDD Strategic Communications Unit will: 

• lead a growing team of analysts conducting Information Environment Assessment, including focused reports with actionable recommendations,   in support of a strategic approach to PDD’s multifaceted communications;
• develop and support implementation of a PDD integrated measurement and assessment programme to evaluate the performance and effectiveness of strategic  communications outputs and outcomes. The assessment programme will contribute to the establishment of more accountable, effective, and efficient communications strategies, plans, and activities.

Additionally, as Head of the Information Environment Assessment (IEA), the incumbent will develop and standardise IEA work flow processes for: governance, objectives, data sources, methodology, processes and products for building an IEA capability. S/he will ensure timely delivery of IEA products and reports for Situational Awareness briefings. Finally, S/he will create a network of data analysts (in other Divisions and externally) to collaborate regarding the collection of information across all of NATO’s geographical regions.

2.       QUALIFICATIONS AND EXPERIENCE

ESSENTIAL

The incumbent must: 

• possess a degree from a university or institute of recognised standing in Public Relations, Journalism, Political Science, International Affairs or any related field;
• have at least 5 years’ relevant experience in progressively responsible positions in the fields of communications, with demonstrable experience in the assessment of strategic communications activities; 
• possess proven experience in project/programme management;
• possess exceptional verbal and written communication skills with the ability to present complex themes and concepts in a clear, concise manner;
• have strong interpersonal skills, and the ability to interact with diverse stakeholders across the Organization;
• experience in team management;
• possess the following minimum levels of NATO’s official languages (English/French): V (“Advanced”) in one; and I (“Beginner”) in the other;
• have the flexibility to travel and to work outside normal office hours, when required.

DESIRABLE

The following would be considered an advantage:

• professional certification in measurement and evaluation and/or project management;
• experience working with large, complex data sets;
• familiarity with or experience in other international institutions.

3.       MAIN ACCOUNTABILITIES

Expertise Development

Direct and coordinate the work of the PDD assessment programme. Play an active and leading role in ensuring all public diplomacy practitioners within NATO HQ are aware of, and in compliance with, the latest assessment and measurement practices. Establish assessment tools to include appropriate use of Key Performance Indicators (KPIs), Organisational Performance Management objectives and criteria, statistical models to reflect Return on Investment (ROI), and narrative evaluation reports. Foster a cross divisional culture of evaluation and assessment through education and training opportunities. Identify, strengthen and build relationships with partners, researchers and other experts to become continuously better informed on IEA.

Planning and Execution

Embed assessment effectively in all strategies, campaigns and plans in advance before communications starts. Ensure the necessary human and financial resources are available to support the incumbent to that end. Manage and direct all IEA personnel undertaking assessment related tasks. 

Integrate IEA into the PDD Priority Planning process and embed it into the annual Communications Strategy. Put in place mechanisms for the team to provide snap IEA reports with actionable recommendations, which can be used by the NATO senior leadership. 

Organisational Efficiencies

Develop and support implementation of procedures (to include benchmarks, templates, systems, KPIs) to evaluate the effectiveness of information programmes and activities as far as messages, tools, and/or target audiences are concerned. Present findings to programme managers, leadership and nations, to ensure NATO public diplomacy activities can be calibrated based on efficacy and impact.

Knowledge Management

Contribute to the development of Public Diplomacy plans and strategies containing objectives which are specific, measurable, achievable, and relevant.

Information Management

Collaborate with PDD Sections to keep up-to-date documentation for reference purposes and analysis. Contribute to the development and maintenance of databases and applications as required.

Stakeholder Management

Work very closely with all sections of the Public Diplomacy Division, especially PDD Press and Media, to embed their insights and inputs into IEA work. Cultivate relationships with subject matter experts in the private sector, as well as International Organisations such as the European Union (EU), United Nations (UN), and leading non-governmental organisations (NGOs), to be abreast of latest developments in evaluating and assessing communication programmes. Work closely with internal stakeholders across NATO to ensure a holistic planning approach to public diplomacy activities.  Work in close coordination with Officers throughout PDD and the NATO Military Command Structure, tracking communications activities and ensuring that they are aligned with political priorities and desired outcomes. Serve as primary interface with contractors to ensure work is done in accordance with established policies and procedures. Educate PDD staff, other NATO and ACO colleagues by establishing a common understanding of IEA, building resilience and running ongoing training. 

Project Management

Develop assessment programmes and templates for PDD; develop assessment tools for briefing programmes, conferences; work with relevant PDD colleagues to further develop and expand assessment mechanisms for NATO’s online platforms such as the website, social media, NATO TV. Procure the services of companies to produce research studies, such as opinion polls, in-depth research with key target audiences, and website and social media analysis. Ensure assessment findings are appropriately utilised and included in planning and strategy documents to ensure programmes are consistently being made more effective and impactful. Brief senior leadership of PDD on IEA. Play a key role with NATO campaign teams to design and implement appropriate assessment measures to be incorporated into the Public Diplomacy Division activities, such as surveys.

People Management

Lead and oversee the daily work of the IEA Analyst/Data Scientist and of the IEA Analyst/Digital. Plan and monitor objectives, ensure a cohesive and cooperative working environment. Provide feedback and guidance to the team. Encourage initiative, support creativity and the development of staff. Provide in-depth mentoring, coaching and training opportunities and be available to offer guidance at critical moments. Ensure that all staff under her/his responsibility are clear on Organisational, Divisional, Directorate and Section objectives. Motivate the team to achieve results. Initiate development plans to meet individual or team objectives. Communicate on best practices, improvements, and efficiencies. Ensure that the team follows appropriate training.  Provide regular and fair feedback on performance, informally as appropriate and via the HQ Performance Review and Development (PRD) system.  Identify possible development and mobility opportunities for team members. Promote integrity, professionalism and accountability through a sound and inclusive leadership culture. 

Financial Management

Ensure oversight and management of the IEA budget and financial resources, including the procurement of services, to ensure the compliance with all applicable NATO regulations.

Perform any other related duty as assigned.

4.       INTERRELATIONSHIPS

The incumbent reports to the Head of the Strategic Communications Unit in PDD who provides overall direction on assessment. The incumbent can expect direct tasking from the Assistant Secretary General and Deputy Assistant Secretary General for Public Diplomacy. S/he collaborates closely with PDD’s Section Heads. S/he works very closely with the PDD Press and Media Section, and the NATO Spokesperson. S/he maintains close contacts with the NATO Command Structure, with governmental and non-governmental organisations, must be able to work with NATO officials in other Divisions of the International Staff (IS), and International Military Command, and Agencies.

Direct reports: 3

Indirect reports: N/A

5.       COMPETENCIES

The incumbent must demonstrate:

• Achievement: Creates own measures of excellence and improves performance;
• Analytical Thinking: Sees multiple relationships;
• Clarity and Accuracy: Monitors others’ work for clarity;
• Conceptual Thinking: Applies learned concepts;
• Customer Service Orientation: Makes things better for the customer, addressing underlying customer needs;
• Impact and Influence: Uses indirect influence;
• Initiative: Is decisive in a time-sensitive situation;
• Teamwork: Solicits inputs and encourages others.