Digital Marketing Specialist

Background Information

Background on context

According to the United Nations Relief and Works Agency for Palestine Refugees (UNRWA) around 914,000 Palestinians were displaced between 1947 and 1949 as a result of the establishment of the state of Israel. The refugees fled to the Palestinian territories as well as to the neighbouring countries Jordan, Syria and Lebanon. Demographic growth has led to more than 5 million Palestinian refugees registered by UNRWA today. About a third of these refugees live in the 58 camps administered by UNRWA in the region. 450,000 Palestinian refugees registered with UNRWA in Lebanon since 1948, of which today approximately 175,000 Palestinian refugees currently reside in the 12 camps and 156 gatherings across Lebanon according to the results of the Population and Housing Census of Palestinian Camps and Gatherings in Lebanon – 2017. Results showed that 45% of the Palestinian refugee’s population are distributed in the 12 camps while the remaining 55% in 156 settlements called ‘gatherings’ spread over six areas (Tyre, Saida, Tripoli, North Lebanon, Central Lebanon – including Beirut and the Bekaa Valley). The overall socio-economic situation of Palestinian refugees in Lebanon is dire and levels of food insecurity and poverty follow an increasing trend. Palestine refugees in Lebanon reportedly continue to face acute socioeconomic deprivation and legal barriers to their full enjoyment of a broad range of human rights. Palestine refugees in Lebanon are reported to have historically been marginalized and excluded from key aspects of social, political and economic life with no right to own immovable property outside the camps; severely curtailed access to public services (other than those provided by UNRWA), such as health and education; and restrictions regarding specific professions and limited job opportunities... According to UNRWA, almost two thirds of the Palestinian refugees in Lebanon are considered poor and discriminatory laws hamper their ability to improve their living conditions. As a result, Palestinian refugees are forced to rely on UNRWA as their primary service provider. The pressure has become more severe since the beginning of the war in Syria. About 40.000 Palestinian refugees from Syria have fled to the camps in Lebanon. The intersection of these two marginalized refugee populations has produced additional material struggles and conflicts of identity. Organisational structures on local level are neither well established nor representative. Furthermore, they are only connected to other organisations on meso- and macro-level in a very limited way, which makes it impossible for them to properly represent the interests of the refugees. Due to the lack of legitimacy, unclear responsibilities and inefficient structures there are tensions and conflicts between the organisations themselves and in the refugee camps. Because of this, the Palestinian refugees and their representing organisations are not able to sufficiently participate in social processes targeting the improvement of their living conditions.

About Facilitating Social Participation of Palestinian Refugees (FASPAR)

The project Facilitating Social Participation of Palestinian Refugees (FASPAR) is commissioned by the German Ministry for Economic Cooperation and Development (BMZ) and implemented by GIZ in the Palestinian Territories, Jordan, and Lebanon since September 2014. From August 2017 until January 2019, the FASPAR components for Lebanon are co-financed by the European Union (EU) and are summarised under the title “Preventing instability in Palestinian camps in Lebanon”. The aim is to mitigate tensions within the Palestinian refugee community in Lebanon by facilitating social participation of refugees at three levels: a) within the refugee camps and the refugee community; b) between refugees and host communities; c) within relevant dialogue and mediation processes at national and regional levels.

FASPAR Lebanon consists of three components: 1) capacity development for the UNRWA Camp Improvement Plan (CIP) team and the corresponding working group in the Palestinian refugee camp Beddawi, North Lebanon; 2) strengthening the outreach of the Lebanese Palestinian Dialogue Committee (LPDC) to Palestinian youth; and 3) developing a youth platform including 22 socially and politically active Palestinian youth from all over Lebanon.

Basic information about the project

In the frame of the cooperation with LPDC, GIZ supports the capacity of LPDC in order to stronger outreach to youth and to foster a dialogue between the LPDC and the Palestinian refugee youth. Thereby youth concerns will be considered within the internal policy dialogue. GIZ supports LPDC in its development and implementation of the National Palestinian Youth Strategy in Lebanon.

Purpose of the Consultancy
 

Development, management and execution of digital marketing and social media practices for LPDC image and projects.

Tasks
 
The Consultant will undertake the following tasks:
 

Setting up the digital marketing unit at LPDC - define structures, standardize processes, and build a solid base to serve as a launch pad for marketing efforts;

Developing result-oriented digital marketing strategies in coherence with the LPDC communication strategy and its objectives, including crisis management strategy;

Optimizing the web performance through different platforms (White Hat SEO techniques).

Expanding the awareness of LPDC’s activities among the target audience, and achieving acquisition & activation of online target audience;

Setting up and manage a CRM database;

Setting up and integrate email;

Building audience smart data; analyse and profile audience;

Accordingly, disseminating content through digital channels;

Managing the LPDC online community through different platforms;

Developing and managing integrated online campaigns;

Content management (with the support of the communication team e.g. data, editing, artwork);

Generating creative concepts and effective ideas for digital engagement;

Budgeting for campaigns and necessary spending;

Contributing to brain storming sessions with the communication team;

Training communication team to use social media platforms and any necessary digital technology.

General tasks for the duration of the consultancy

Act promptly on information requests from LPDC and GIZ regarding all tasks related to these ToRs.

Liaise with the Project Manager and the Communication Team.

Working according to metrics agreed-upon with the Project Manager.

The total allocated budget for the marketing plan execution of 10.000 USD will be added to the value of this contract. It is in the responsibility of the Digital Marketing Specialist to disburse the budget in respect to the objectives and in an audit proof manner.

LPDC will be responsible for providing the contractor with all necessary materials related to the project in a timely and transparent manner. It will be also responsible to provide clarifications and facilitation of the work.

Qualifications

      I.    Academic Qualifications:

Advanced university degree in Marketing, digital marketing, or closely related field.
 
    II.    Experience:

Minimum 5 years of proven experience in leading social media practices.

Strong theoretical and practical background in digital marketing and social media.

Working experience in UN or governmental environment is a plus.

Experience working on refugees’ topics is a plus.
 
   III.    Competencies:

Thorough understanding of new and evolving technologies and digital platforms.

Experience in developing digital marketing and engagement strategies.

Experience with the design of social media campaigns.

Place(s) of Assignment
LPDC’s office, Grand Serail, Beirut
 

Timeframe
 
The consultant is expected to provide her/his services during the period of 01 August 2018 to 31 January 2019. In total the consultant is expected to work up to 112 days during this timeframe.
 

Conditions and Management

The contractor will liaise with the Youth Events Coordinator, Admin Clerk, LPDC staff when needed, and Project Manager. LPDC will be responsible for providing the contractor with all necessary materials related to the project in a timely thorough and transparent manner. It will be also responsible to provide clarifications and facilitation of the work.

The contracts for the international and local consultants are made by GIZ according to its rules and regulations. The consultant will report to GIZ Team Leader through the LPDC.

Consultants should maintain a work diary and comply with all other GIZ regulations such as checklists and invoices. The GIZ management retains the right to suspend payment on non-compliance of terms or in the event of poor quality work. These decisions will not be taken arbitrarily but in consultation with all relevant stakeholders.