The Pakistan Polio Eradication Programme uses digital platforms to increase awareness, address misinformation, build trust in vaccination, and encourage positive vaccination behaviours among caregivers and communities across Pakistan.

The Digital Communications Coordinator will lead the planning, implementation, monitoring, and continuous improvement of the Programme's digital communications across national and provincial audiences. The role is accountable for increasing the reach, engagement, effectiveness, and innovation of digital communication efforts while ensuring alignment with programme objectives and behaviour change goals.

Key Responsibilities

1. Digital Content Strategy and Implementation

Develop and implement monthly content calendars aligned with programme priorities and vaccination campaigns.
Produce and publish high-quality digital content in English and Urdu, including videos, reels, graphics, infographics, social media posts, and human-interest stories.
Adapt content for different digital platforms, including Facebook, Instagram, TikTok, X, YouTube, WhatsApp, and the programme website.
Ensure all content adheres to programme branding and communication guidelines.
Maintain quality assurance standards for all published digital content.

2. Community Engagement and Reputation Management

Monitor and manage audience engagement across all digital platforms.
Respond to comments, messages, and public queries in line with approved protocols.
Identify, track, and escalate misinformation, rumours, and reputational risks.
Monitor audience sentiment and provide actionable insights to programme teams.

3. Digital Campaign Monitoring and Optimization

Track platform performance using digital analytics and reporting tools.
Produce monthly and campaign-specific performance reports highlighting audience reach, engagement, growth, sentiment, and content performance.
Recommend and implement data-driven improvements to content and campaign strategies.
Apply testing and learning approaches to continuously improve performance.

4. Influencer Engagement and Digital Partnerships

Maintain a database of national and provincial influencers, digital advocates, and other trusted voices relevant to programme audiences.
Develop and implement influencer engagement proposals plans to amplify vaccination messages.
Monitor and report on influencer engagement and impact.

5. Digital Innovation and Emerging Technologies

Identify, test, and recommend innovative digital communication approaches and technologies that improve audience engagement and campaign performance.
Monitor emerging trends in artificial intelligence, digital content discovery, social listening, search optimization, and audience behaviour.
Explore and pilot new approaches such as AI-assisted content development, SEO/GEO techniques, automation tools, social listening solutions, and audience segmentation.
Document lessons learned and recommend successful innovations for scale-up.

Required Qualifications

At least Bachelor's degree University degree in Communications, Marketing, Advertising, Journalism, Digital Media, Public Relations, or a related field.

Required Experience

Minimum four (4) years of experience in digital communications, social media management, digital campaign management, content development, or public relations.
Demonstrated experience managing social media platforms, including Meta Business Suite, TikTok, YouTube, and X.
Proven experience in creating digital-first content, including reels, short-form videos, animations, graphics, and social media campaigns.
Experience in public health, social and behaviour change, development, or humanitarian programmes is desirable.

Required Competencies

Excellent English and Urdu writing and editing skills.
Strong understanding of digital content strategy, analytics, and audience engagement.
Proficiency in digital design and content creation tools.
Strong planning, coordination, and stakeholder engagement skills.
Ability to manage multiple priorities in a fast-paced environment.
Understanding of emerging digital technologies, AI-enabled communications, SEO/GEO, and digital innovation trends.

Language Requirements

Fluency in English and Urdu is required.
Knowledge of additional local languages is an asset.