Description

IFC — a member of the World Bank Group — is the largest global development institution focused on the private sector in emerging markets. We work in more than 100 countries, using our capital, expertise, and influence to create markets and opportunities in developing countries. In fiscal year 2023, IFC committed a record US$43.7 billion to private companies and financial institutions in developing countries, leveraging the power of the private sector to end extreme poverty and boost shared prosperity as economies grapple with the impacts of global compounding crises. For more information, visit www.ifc.org.

IFC’s Green Buildings Market Transformation Program (GBMTP) aims to catalyze a virtuous cycle of supply and demand for resource-efficient building construction and ownership. A main thrust of the GBMTP is to create a paradigm shift by setting a metrics-driven standard of what constitutes a green building, and to reward property developers for meeting these standards through IFC’s green building certification program called EDGE – (Excellent in Design for Greater Efficiencies).  IFC works through third-party certification providers to administer and confirm compliance with the EDGE standard.

The GBMTP also introduces other innovative initiatives such as the Building Resilience Index (BRI) and the APEX Green Cities programs. The Building Resilience Index (BRI) is an online framework that assesses location-specific, climate-related risks for real estate projects or portfolios. It evaluates the resilience measures that have been implemented to enhance urban resilience against climate and other natural hazards. The BRI program aims to promote resilient buildings and improve transparency among stakeholders in the sector.

On the other hand, the APEX Green Cities program establishes a platform for climate-smart cities. It assists cities in making informed decisions about their energy, transport, water, and waste systems through an extensive array of policy and investment options. The program aims to increase the pipeline of public and private climate-related investment influenced by city-level policies and investment plans.

IFC’s Climate Business Department is currently seeking an Operations Officer – Global Marketing Lead who will oversee the implementation of a worldwide marketing strategy for EDGE, BRI and APEX. The selected candidate will be responsible for leading the efforts to raise awareness of these initiatives and to support global business development activities. The work will primarily concentrate on countries within the GBMTP’s target regions, including EAP (China, Indonesia, Philippines, Vietnam, and Pacific Islands), South Asia (India), LAC (Brazil, Colombia, Cote d’Ivoire, Peru), and Africa (Ghana, Kenya, Nigeria, South Africa, Senegal). There is a possibility of expanding to additional countries in the future.

The position will be based in Washington DC and will report directly to the Global Lead of the Green Buildings Program.

Duties & Accountabilities:

The selected candidate will be involved in various tasks including communications, content creation, quality control, conference and event logistics, brand assets, media engagement, digital media, client engagement for marketing and communications, research, measurement and analytics. To execute his/her tasks effectively, the Global Marketing Lead will collaborate closely with EDGE, BRI and APEX global and country teams and other IFC industries to ensure the successful delivery of the work.

Content Marketing

•  Develop and implement content marketing strategies across various platforms and formats, collaborating with IFC teams and clients.
•  Create and manage content marketing strategies for different audience groups, focusing on content (i.e. success stories and business cases on the benefit of EDGE, APEX and BRI) and dissemination channels (i.e. IFC/EDGE-BRI-APEX websites, LinkedIn, YouTube, X, Facebook, partner websites, newspapers, trade journals, etc.).
•  Support the development and maintenance of EDGE, APEX and BRI websites, including content management, project studies and landing pages, branding, copy editing, photography, and metadata tagging.
•  Collaborate with sales and marketing staff from GBMTP focused countries, considering linguistic and cultural differences, to develop effective content marketing strategies.
•  Collaborate with IFC communications staff, raising their awareness and understanding on the initiatives and collaborating with them on clearance, publication and distribution of press releases and other content.

Branding and Digital Marketing

•  Manage strategic brand messaging for stakeholders, mediums and countries. This work is expected to account for 20% of overall tasks of the position.
•  Author, edit, and quality control IFC content for compliance with language and brand guidelines; Obtain all necessary clearances prior to publication.
•  Update brand guidelines for EDGE, BRI, APEX, as needed.
•  Ensure quality control of content and collateral developed by external certification providers.
•  Convert complex, technical stories into compelling commercial messages and stories.
•  Create marketing collaterals such as brochures, banners, conference booths and videos and manage contractors to deliver them on time and within budget.
•  Liaise with and train journalists to promote the business case for EDGE, BRI and APEX.
•  Leverage IFC and World Bank communications teams to maximize internal and external content dissemination opportunities.
•  Repurpose content into multiple formats for dissemination to diverse key audiences through multiple channels, such as websites, email campaigns, social media i.e. LinkedIn, media outlets and client and IFC outlets.
•  Create video campaigns for multiple audiences and purposes (i.e. brand awareness, information sharing), adapt them to different channel (i.e. YouTube, websites, Twitter, conferences, and sales presentations).
•  Develop content for key IFC corporate publications with the support of colleagues.
•  Develop digital media strategy to drive key audience engagement with websites.
•  Develop and refine website messaging and collaborate with website specialists for ongoing improvements.

Analytics

•  Manage survey design and data collection for events; Analyze and present survey results for quality management and donor reporting.
•  Measure KPIs from media and email campaign.
•  Analyze audience growth and other KPIs under paid media to optimize marketing campaign performance.
•  Create talking points and presentations for high level speaking opportunities.

Selection Criteria

•  Master’s degree with a minimum of 6 years of relevant work experience in marketing.
•  Exceptional writing and editing skills.
•  Strong event management and organizational skills.
•  Proficiency in digital content strategy.
•  Ability to effectively manage both internal and external consultants.
•  Strong teamwork skills – excellent listening, oral and written communication, willingness to jump in and help others to execute a task or to acquire new communication and marketing skills.
•  Experience with MailChimp and WordPress is a plus.
•  Experience in journalism or videography is a plus.
•  Experience in real estate or banking sector is a plus.
•  Experience in climate work is a plus.
•  Demonstrated track record in writing and communications, with attention to detail and a focus on driving behavior change.
•  Demonstrated drive for results.
•  Ability to identify and prioritize dissemination channels according to communications needs.
•  Excellent management of multiple stakeholders.
•  Ability to communicate in written, visual or oral form with a variety of audiences including building professionals, financial intermediaries, academia, policy makers, and press.
•  Ability to work effectively in teams which span time-zones and to communicate ideas clearly and confidently, articulate issues and recommend solutions.

World Bank Group Core Competencies

The World Bank Group offers comprehensive benefits, including a retirement plan; medical, life and disability insurance; and paid leave, including parental leave, as well as reasonable accommodations for individuals with disabilities.

We are proud to be an equal opportunity and inclusive employer with a dedicated and committed workforce, and do not discriminate based on gender, gender identity, religion, race, ethnicity, sexual orientation, or disability.

Learn more about working at the World Bank and IFC, including our values and inspiring stories.