Consultant– Digital Marketing and Ads Management Support for 10 Women led MSMEs

About the Program:   

LLWB, in partnership with GIZ, is conducting a program entitled “EBDA3” “Energy Efficiency for businesswomen and digitalization awareness”, aiming to provide comprehensive support in specific energy and business developments topics to 25 women-led MSMEs in two regions: Southern Baalbek and Hasbaya, Lebanon.   

This program catalyzes the efforts of LLWB and its strong commitment to implementing the SDGs. First this program aims to ensure access to reliable, affordable and clean energy solutions for MSMEs that are localized in 2 regions of Lebanon, as it has a specific goal which is the energy sufficiency for women led businesses and entrepreneurs. In 2024, LLWB performed in a first phase a needs assessment of the energy needs and capacities of each of the MSMEs of these regions.  Based on it, training on energy efficiency and business development tailored to the needs to each MSMEs were conducted.   This program has second clear goal of promoting sustainable business solutions for MSMEs in time of crises, for them to be able to scale up their work, stay productive and resilient and sustain their communities within their regions that are unstable and unsafe due to the political instability.  Gender equality is mainstreamed in this project as it empowers women in their communities and make them more self-sufficient and push them to be breadwinners.   

LLWB selected from the 25 MSMEs in the agrifood sector in the 2 regions,  based on  clear results of the pitching and external experts reports, 10 MSMEs to continue the journey and advance their businesses by conducting additional trainings to the 10 Selected MSMEs in food safety and quality control, and  Digital marketing  and social media to expose their product and ensure visibility.  Therefore, LLWB is looking for an INDIVIDUAL Consultant, with the below related skills. 

Scope of Training:   

LLWB is calling for: One individual Consultant to conduct in presence group trainings in Bekaa area, for 10 women-led MSMEs from Hasbaya and Southern Baalbeck. To support them through the practical setup of digital marketing campaigns for their business and execution of paid advertising campaigns.  

The consultant will have to conduct one full day training (of 8 hours), to provide direct technical assistance, develop and set up the digital campaign, with production of content and stakeholders/clients targeting, as well as post-launch support and evaluation of marketing campaign aligned with LLWB’s commitment to empowering women-led businesses through digital tools. 

The trainings should cover: 

Deliver a full-day, practical workshop on Ads Management, focused on Facebook and Instagram campaigns. 

Educate participants on: 

• Campaign objectives and when to use each. 
• Audience targeting and segmentation techniques. 
• Basics of creative strategy for social media. 
• After the training, the consultant will have to Personally assist, in a tailored approach each of the 10 women led-entrepreneurs in: 
• Taking pictures, and short videos of their products and or factories and or small business. The consultant will have to lead on this, and support the Women to prepare the pictures and or short videos. The consultant will select with each MSME the better pictures/ videos, and support them in creating short reels, videos, and or pictures to market their business and product. 

Media Content Production 

• 3–5 high-quality  photos taken for each MSME 
• 1  short videos by MSME (15–60 seconds) 
• 1 Instagram/Facebook Reels (15–30 second) 
• All content must be co-created with the women entrepreneurs, not just taken for them. 
• Content Selection & Creative Direction 
• Support in choosing best visuals for online promotion 
• Basic editing (light, frame, format) for photos/videos 
• Short caption writing guidance in Arabic/English (optional) for each MSME 
• Ad Readiness Package per MSME 
• 1 Facebook/Instagram ad including (visual + caption)  
• Suggested target audience and campaign objective for each ad by MSME 
• Explanation of why this ad format and content works for their specific product/service 
• Final Tangible Deliverable (Portfolio Format) 
• A compiled folder/dossier that includes: 
• A brief report per MSME (1 page each) with: 
• Summary of photo/video session 
• Chosen visuals (Photos and Reels/videos) 
• Suggested ad strategy 
• All edited photos, reels, and videos for each business (digital format) 
• Lessons learned from the MSME training on marketing and creation of content and ad readiness package created and implemented.  
• Developing and Properly structuring their business pages within Meta Business Manager. 
• Setting up payment methods and assigning appropriate page roles (admin/advertiser). 
• Creating and launching their own advertising campaigns with a dedicated small stipend of 250$ media budget per business. (The stipend will be directly disbursed by LLWB to the MSME)  
• Ensuring accurate tracking, including links and performance objectives suited to each business. 

 Timeline:   
The assignment is expected to take place during the month of August 2025 (in person) 

 Qualifications:   

The ideal individual consultant on  Digital Marketing and Ads Management and support for 10MSMEs in Bekaa should possess:   

• At least five years of work experience in conducting Digital Marketing and Ads Management Support.   
• Proven hands-on experience in setting up and managing Meta advertising campaigns. 
• Meta Certified Media Planning and Media Buying Professional credentials. 
• Strong ability to translate complex digital marketing concepts into actionable steps for women led  MSMEs  in English and Arabic, in easy steps for first stage women-led MSMEs 
• Strong reporting skills, with the ability to analyze campaign performance metrics (VTR, CTR, CPM, reach) and deliver clear, practical recommendations 
• Strong skills on developing training materials, coaching materials . 
• Strong experience in producing short reels and pictures for agri-food businesses in first stage development from a marketing perspective.  

Deliverables:   

• Workshop delivery covering end-to-end Meta Ads Manager use. 
• Delivering of 10 tailored Digital Marketing and Ads Management, one-to-one coaching sessions with the 10 MSMEs selected at their premises. The Digital marketing support needs to include content creation and production and support in delivering it and disseminating it on social media for each of the 10 MSMEs.
• Deliverables include at least 30 pictures/illustrations covering the 10 MSME with at least 3 pictures for each MSME, as well as delivering by consultant of a total of at least 10 reels/Videos for facebook/Instagram covering at least one per MSME. (All material to take the pictures/ videos and edit them should be brought by the consultant), 
• Delivery of 10 Facebook/Instagram ad including (visual + caption) covering the 10 MSME with at least one Ad by MSME.  
• One-on-one follow-ups for each participant post-campaign. 
• Successful launch of 10 advertising campaigns with individualized targeting and optimization. 
• Final narrative and analytical report including: 
• Achievements and measurable results. 
• Lessons learned. 
• Success stories and future recommendations.