Overview
Support the design and implementation of the demand generation component of the First Foods Africa initiative, focusing on shifting behaviours, norms, and preferences through social and behaviour change approaches.
Key Responsibilities
- Support the design and implementation of the demand generation component (Pillar 3) of the First Foods Africa initiative.
- Contribute to behavioural and consumer analysis to identify barriers, drivers, and opportunity points influencing food choices.
- Translate insights into audience-segmented demand generation strategies using SBC and social marketing approaches.
- Support development of innovative campaigns and activation approaches to increase demand for nutritious first foods.
- Contribute to development of messaging frameworks, value propositions, creative briefs, and content guidance.
- Support co-creation processes with youth, caregivers, and communities.
- Assist in integrating demand-side strategies with FFA Pillars 1 and 2.
- Provide technical inputs to partner coordination platforms, technical working groups, and stakeholder consultations.
- Support monitoring, learning, and adaptive management by tracking behavioural indicators and campaign performance.
- Contribute to knowledge products, presentations, and donor updates.
Required Experience
- Minimum 5 years of progressively responsible professional experience in Social and Behaviour Change (SBC), behavioural insights, demand generation, social marketing, or strategic communications.
- Demonstrated experience designing and implementing behaviour change strategies at scale, preferably in food systems, nutrition, or consumer-facing sectors.
- Experience applying private-sector marketing approaches including audience segmentation, behavioural nudges, brand positioning, message testing, and digital engagement strategies is highly desirable.
- Proven ability to translate research and insights into actionable campaign strategies and measurable behaviour outcomes.
- Experience working with governments, youth networks, private sector actors, or multilateral agencies is an asset.
- Demonstrated experience in developing and implementing go-to-market / demand-generation strategies, including experience supporting launch or scale-up of products in consumer-facing markets (preferably in food, nutrition, health, or related sectors).
Qualifications
- Bachelor's degree in Anthropology, Neuroscience, Behaviour Science, Food Systems, Food Security, Public Health, Nutrition or similar environmental science, forestry, ecology, sociology, or related social science fields (including economics and sociology).
- A master’s degree is desirable.
