Head, Campaigns and Social Media Unit

1.SUMMARY

NATO’s Public Diplomacy efforts serve a vital function within the Alliance by communicating its purpose and priorities to audiences worldwide. In fulfilling this role, the Public Diplomacy Division (PDD) actively strengthens NATO’s public image, thereby fostering trust in and support for the Alliance. The Division also acts as coordinator for strategic communication activities across all NATO civilian and military bodies and commands.

The Digital, Multimedia and Brand Section is the PDD team responsible for landscape digital communication and brand management, including: strategic planning, campaign conception, marketing and distribution of content to engage the Alliance’s audiences in NATO missions, events, operations and activities. The section comprises teams that manage, respectively: content creation; campaigns and social media; and NATO’s communication technology and infrastructure, including NATO’s broadcast operations and the NATO website.

The primary responsibility for the Head of Unit is the overall management of NATO’s communication campaigns and social media initiatives, as well as the Unit’s human, technological and financial resources. The incumbent is responsible for the delivery and performance of the content marketing. They guide and implement the translation of the Alliance’s strategic communication objectives and political priorities through relevant communications channels and technologies, with a focus on cultivating existing audiences and reaching new audiences through owned digital platforms and targeted campaigns. The incumbent also ensures strong connections with the Content Unit, working hand in hand to deliver creative communications. 

2.QUALIFICATIONS AND EXPERIENCE

ESSENTIAL

The incumbent must:

• possess a university degree or an equivalent level of qualification from an institute of recognised standing in a relevant field;
• have at least 7 years of professional experience in digital campaigns design, from concept to implementation, and assessment, out of which at least 4 years of experience in managing or leading teams, overseeing the financial, administrative, project and human resource aspects of teams;

• have experience working in fast-paced environments and providing guidance at the senior level;
• have in-depth knowledge of a campaign-based approach to communication, based on clear performance indicators, including paid advertising campaigns;
• have in-depth knowledge of digital communication, and in particular social media, effectively leveraging each platform’s features, algorithms and trends;
• possess knowledge and interest in international relations and sound political judgment;
• be able to steer creative political communications on topics relevant to NATO for non-specialised audiences;
• have excellent analytical and conceptual skills needed to plan relevant and effective campaigns and marketing projects;
• possess the following minimum levels of NATO’s official languages (English/French): V (“Advanced”) in one; I (“Beginner”) in the other;
• be flexible to travel and to work outside normal office hours.

DESIRABLE

The following would be considered an advantage:

• a post-graduate degree in a subject relevant to the role;
• a good grasp of evolving communications technology and its effects on campaign planning, design and assessment across a range of digital platforms;
• knowledge and interest in defence and security matters affecting the Alliance;

• knowledge and interest in international efforts to counter hostile information and disinformation;
• knowledge of additional NATO and partner languages.

3.MAIN ACCOUNTABILITIES 

Planning and Execution

Ensure the efficient management, planning, coordination, implementation and monitoring of all campaign and social media efforts, including regular performance reporting. Ensure that goals are in line with established quality standards and divisional priorities in their substance and form. Maintain strong political awareness and adapt communications strategies and resource allocation appropriately. Define and make recommendations on campaigns, and digital outreach as part of policies developed by the Public Diplomacy Division, and contribute to policy areas with communications implications led by other NATO divisions. Oversee NATO’s social media policy with a view to strengthening the identity, reputation, image and profile of the Organization, including through staff brand ambassadors. 

Project Management

Direct the Unit in the design, planning and implementation of its projects and programmes in a structured, consistent and effective manner. Ensure the relevance of NATO campaigns based on consistent impact assessment, while constantly increasing campaign reach. Manage or take associated risks to achieve communications objectives. 

People Management

Adhere to and promote sound and inclusive leadership and management principles for the Unit. Lead a large and diverse team of international staff, staff on loan from national administrations, temporary staff members and interns, who execute a variety of complex tasks, in different but interlinked sub-teams. Set objectives and establish priorities. Inspire staff to work creatively and collaboratively. Promote a positive, productive and inspiring work environment. Be an active listener and provide constructive feedback. Put particular focus on fostering day-to-day staff decisions, with delegated responsibility. Champion diversity and inclusion, provide in-depth performance management, mentoring, coaching and training opportunities and be available to offer guidance at critical moments. Ensure that all staff under their responsibility are clear on Organizational, Divisional and Directorate objectives. Provide regular and fair feedback on performance as a staff development tool, throughout every day work, and formally via the HQ Performance Review and Development (PRD) system. 

Financial Management

Manage, implement and monitor the Unit’s budget to meet objectives and activities. Ensure that financial resources are used in the most cost-effective manner and are aligned with the evolving strategic and operational plans of the Section, PDD, and NATO. 

Organisational Efficiencies

Continuously monitor, analyse and strive to improve the work methods, processes and related tools of the Section, including financial and administrative procedures. Ensure the proactive and regular acquisition of specialist knowledge and the provision of expert advice, especially in the fields of social media, digital transformation and communications technologies. Keep the Division up to date in areas of expertise relevant to its continuous innovation process and in line with the evolving objectives of PDD. 

Stakeholder Management

Balance and manage diverse expectations and competing demands of individuals, groups, internal and external parties in all aspects pertaining to the Section’s responsibilities. This involves balancing between different hierarchical dimensions, as well as between short-term and long-term initiatives. Maintain an outstanding professional network in the digital communications and social media arenas, including direct contact with social media platforms. Develop and maintain good contacts with relevant professional organisations, as well as relevant international institutions and a broad range of external contractors from the professional private sector. Represent the Organization in different fora, including seminars, conferences, speaking engagements or official visits. Adapt and tailor the presentation to the needs and expectations of the audience.

Perform any other related duty as assigned.

4.INTERRELATIONSHIPS

The incumbent reports to the Head of Section. They also coordinate closely with staff across the Public Diplomacy Division. They work to encourage synergies between campaign planning, content produced across the Public Diplomacy Division and publication of content at most opportune moments. Furthermore, they foster close working relationships with other IS Divisions, the IMS, the Strategic Commands, national delegations to NATO, national officials in capitals and other NATO entities to maintain high standards across NATO and encourage a free and productive exchange of quality campaign and social media activities between these bodies.

Direct reports: 3

Indirect reports: 7

5.COMPETENCIES

The incumbent must demonstrate:

·        Achievement: Creates own measures of excellence and improves performance;

·        Change Leadership: Personally leads change;

·        Clarity and Accuracy: Monitors data or projects;

·        Conceptual Thinking: Applies learned concepts;

·        Flexibility: Adapts own strategy;

·        Impact and Influence: Takes multiple actions to persuade;

·        Initiative: Plans and acts up to a year ahead;

·        Leadership: Promotes team effectiveness;

·        Organisational Awareness: Understands organisational climate and culture;

·        Self-Control: Responds calmly.