Director, Child Sponsorship Marketing
*Position location to be determined by home country of successful candidate within a jurisdiction (Country or U.S. state) where WVI is registered to operate.
PURPOSE OF POSITION:
The Director of Child Sponsorship Marketing heads up the strategic direction of World Vision child sponsorship marketing globally, focused on stabilizing fundraising income (currently at $1.1bn annually) and returning it to growth.
This will require turning around the global child sponsorship acquisition rate, reducing the global cancellation rate and increasing sponsor value across the lifetime experience. The role will work in partnership with and through regional marketing senior advisor roles in both Asia and Europe, while also having personal direct influence and relationship with the largest 8 fundraising markets.
This position is an important global leadership role for the global strategic initiative to revitalize child sponsorship marketing to become industry best in class, ensuring stability and future growth of our field ministry to bring life in all its fullness to millions of the world’s most vulnerable children. The role will also partner with and help deliver upon our new global brand and ministry fundraising strategies. This is an exciting opportunity to be part of a global change initiative within a category leading iNGO.
As part of a global change program of work the candidate will actively lead the development of a new core global marketing capability for progressive optimization and innovation using their extensive knowledge, experience and background in global and regional consumer good/experience needs-based marketing.
The ideal candidate is someone who preferably has a deep knowledge base of how the Child Sponsorship program works end-to-end, both from the National Office (NO) and Support Office (SO) perspective, to ensure the balancing of consumer needs/motivations with our field work goals and realities.
The candidate is able to proactively communicate clear and simple global strategies and frameworks, influencing marketing leaders across multiple cultures to adopt them, thereby unifying 100’s of marketers and product managers across the partnership to ensure a renewed child sponsorship marketing offer is effectively scaled.
Alignment with Field Ministry:
Develop and sustain continued alignment between field ministry goals, programming models and global fundraising feasibility through Child Sponsorship through engagement and collaboration with senior ministry leaders across the partnership to understand short and long-term strategies and roadmaps for field ministry and programmes, how they impact child well-being outcomes and to define the connection points for child sponsorship and adjacent offers.
Ensure our market position and value proposition accurately represents our fieldwork reality, and uses evidence-based impact claims and research outputs.
Global Marketing Offer Progression & Innovation:
Lead on-going progressive optimisation and breakthrough innovation (as required) of the global Child Sponsorship marketing offer and framework that reinforces our position and differentiates WV Child Sponsorship in the category and market, and that effectively represents WV’s global brand, Christian, child-focused, and community-based programming approach.
Work with external consultants, advisors and senior marketers in Support Offices to ensure suitable and continuous insights are attained that enable this development.
Partner with support offices to identify, test and report on new marketing and sponsor experience opportunities, and foster scaling of the winners.
Global Marketing Leadership, Discipline & Best Practice:
Leads and influences a cross-coordination team of marketing specialists within WVI and SOs to define the global Child Sponsorship ‘product marketing offer framework’, drive its adoption with Support Office marketing leaders to ensure global alignment.
Personally leads and influences largest 6-8 SO Marketing Directors and managers to drive best in class marketing discipline and alignment with the Child Sponsorship Marketing Strategic Foundations (and future versions), and respective
SO challenges and opportunities.
Through Regional Managers, leads and influences all other SO Marketing Directors and managers to drive best in class marketing discipline and alignment.
Lead collaborative sharing, learning, best practice management, marketing discipline and alignment, and scaled adoption of global best practice within:
consumer insights and segmentation.
attraction marketing strategy.
acquisition & multi-channel strategy.
retention and cultivation marketing strategy.
overarching sponsor experience strategy including moves management and messaging, and alignment to brand.
Virtual Team Leadership & Influence:
Leads a direct staff virtual team with subject matter expertise in global and regional marketing. Creates a team culture of value adding and serving Support Office goals.
Organizes and manages the work of the team to provide cross-functional staff support to fulfill the deliverables, and to help link to communities of practice and functional teams. Manages consultants and special working groups as required to fulfill the objectives.
Drive continuous improvement in SO relationship management and through teamwork and collaboration within GRD.
Arrange and facilitate regular high-level child sponsorship marketing meetings, share best practices.
Partner with Digital Marketing Capability team to ensure digital transformation and experiences are foundational to the SO change agenda.
Tag-team with Brand & Private Funding directors to advance common goals, share knowledge, insights and minimize duplication of SO engagement.
For National Offices and transitional economy fundraising offices, monitor needs and advocate for and allocate resources as required to support emerging market opportunities.
KNOWLEDGE, SKILLS AND ABILITIES:
10-15 years in marketing, fundraising or related role, including 5-7 years at a senior management level with demonstrable success in achieving growth.
Exceptional ability to lead change through relationship and influence, across diver.
Exceptional intellectual ability - a clear strategic marketing thinker.
Significant experience in leading change in a complex environment.
Ideally, minimum 5 years of experience leading a marketing function within one of the largest World Vision Support offices and / or Minimum 7 years of experience leading a marketing function within a global, federated organisation.
Master’s degree or equivalent in strategy or marketing.
The post-holder must have an active Christian faith.
Strong marketing and strategy skills with working knowledge of change management principles.
Exceptional interpersonal skills and able to win the confidence of a broad range of different stakeholders including leaders from a variety of cultural and professional backgrounds.
Demonstrated ability to guide, edit and assure clear, brief and compelling written and visual communications. Ability to synthesize complex concepts for a wide variety of audiences.
Experience of working in a global and multi-cultural environment.
Supportive and influential engagement with senior partners internally and externally, including leadership groups and peer directors.
Excellent written and verbal communications in English.
Understanding of marketing strategies, with the ability to develop strategic and tactical communications plans and outline the resources required to implement them.
Demonstrable experience in managing matrixed/complex teams, including staff, freelance and agency team members.
Experience in setting, implementing, monitoring and measuring marketing plans and ensuring delivery against agreed targets.
An understanding of international development and an empathy for people living amid poverty or oppression.
Position may require travel to international locations where World Vision works, in conditions that are quite basic.
The position requires ability and willingness to travel domestically and internationally up to 25% of the time.