Job title : Digital Communication Manager (Content Manager, Tunis Regional Office)

Regional office : Tunis

Programme : Global Content

Directorate : Campaign and Communications

Reporting to : Deputy Regional Director, Campaigns (matrix management by Director of Global Content)

Specialist Manager : Campaigns Director

Other key relationships: Regional Campaigner, Regional Global Campaigner, Regional Press Officer, Regional Content Managers in other regional offices, local Sections and structures, colleagues in the London office, including but not limited to the Global Content Programme.

Location: Tunis

Type : Permanent

Working Hours : 35

Posts that this job manages: Volunteers and freelances

Grade : 5

Job purpose :

Help achieve measurable human rights impact in the sub-region through strategic development of campaign and communication materials that reflect and promote Amnesty International’s goals, objectives and messages. Ensure sub-regional objectives, audience needs and priorities are reflected and implemented, where appropriate, at the global level. Support and advise local sections and members on communications and content production appropriate to their target audiences and Amnesty objectives. Liaise between local activists and Sections and the IS. Provide communications training and collaborate with local partners.

Programme Purpose :

The Programme is the home of the International Secretariat’s Design Studio, Editorial Studio and Audio Visual production and resources (the exact make-up of which is under review). Its primary purpose is to be a global resource for the movement, providing and promoting engaging human rights content across all media and all platforms. It will bring three specific areas of communications expertise together to:

• Bring about human rights change by creating cross-platform, nimble, communication solutions for the organization’s strategic campaign, communication and business goals;
• Support the Movement’s growth and impact by spear-heading a user-centred approach to content generation in the IS, as opposed to output-centred. This means integrating all content types – stills, audio, video, text – into one programme and ensure the intended audience is constantly positioned as the focal point of the Programme’s output.
• Lead all communication strategies and multimedia content developed through the Creative Lab.
• Work collaboratively with colleagues in Regional offices, Sections, Research, Campaigns, Law and Policy, Fundraising, Language Resources, Global Production Services and the Brand Unit, to build and maintain a truly global, multimedia, Story Server for the organization.
• Develop and lead effective Content and Editorial strategies for Amnesty International, that embed Global Identity and Tone of Voice in all we produce.
• Develop user personae and supporter journeys for fundraising, activism, and all forms of audience engagement.

AIIS Purpose :

The International Secretariat, which operates from a number of sites around the world, gathers and communicates accurate and action-oriented human rights information globally. We campaign for meaningful human rights change; enable effective human rights activism and work to persuade governments and other actors to uphold universal human rights standards. We provide strategic leadership, support and advice to the Amnesty International movement globally, fostering Amnesty International’s contribution, presence and public accountability throughout the world.

About the role :

This is an exciting role where you’ll have a huge opportunity to make a difference. The role has plenty of scope to let your creativity and exceptional communication skills soar. It’s all about delivering compelling messages and stories to the right audiences through the right channels. You will develop, shape and produce content that will help achieve challenging campaign and communication goals. You will develop innovative ideas and draft and implement creative digital communication strategies.

As part of our new North Africa regional office in Tunis you will work in collaboration with colleagues regionally and globally to develop engaging communications for human rights campaigns in the region.

Main Responsibilities :

• Work with Regional Press Officer to set the strategic communications direction for the regional office, ensuring all campaigns and communications messages are communicated in a manner suitable and relevant to the appropriate audiences.
• Work with researchers, campaigners and the Regional Press Officer to deliver high-quality, locally relevant communications strategies and materials in support of the regional campaign, advocacy and communication objectives.
• Lead the development of a suite of target sub-regional audiences. Use sub-regional expertise to set strategic direction on this audience segmentation, and provide expert advice to regional office colleagues and Sections and structures on how best to use the appropriate digital or other channels to target each segment.
• Lead on communications capacity building in Sections and structures, and for all AI activists in the sub-region; providing training and ongoing support at the level needed; from advice on appropriate content format for relevant digital channel to developing communication strategies from start to finish.
• Develop sub-regional communications initiatives that support collaborations between sections and the regional office.
• Work with Press Officer to develop communications strategies, plans and initiatives that support fundraising and growth aims and objectives in the sub-region.
• Work with Regional Press Officer to ensure all content, campaigning and social media work contributes to building a consistent digital estate and diminishes audience cannibalization between Amnesty IS, Sections and structures.
• Feed the sub-regional perspective into the Global Content Programme in London to ensure creative, strategic and planning processes of the Campaigns and Communications directorate reflect sub-regional content priorities.
• Develop integrated supporter journeys – online and offline – and work with colleagues to ensure all campaigning, communications and fundraising work carried out across the sub-region for those supporters, by regional offices, sections and structures, has a seamless narrative and clear sign-posting.
• Identify and tell the story of people on the ground: interview (for text, video or audio) people who may be vulnerable, and have awareness of security issues around the publications of these materials.
• Work with colleagues in the Global Content Programme in London to help shape creative content to brief, from the organization’s ‘Creative Lab’ (which develops communication strategies and briefs for strategic campaigning work).
• Work with audience and engagement experts in the Global Content Programme in London to develop effective social networks for the sub-region that can feed into global or other regional conversations where necessary, for facilitating conversation and activism. Work with Regional Press Officer to effectively manage the social media channels for this purpose.
• Capture and share the innovative work of Sections in the sub-region for a wider internal and external audience, engage with regional centres of expertise and promote their work throughout the Movement, including by:
  1. Contributing to and syndicating content from the Global Content Server managed by the Global Content Programme.
  2. Support other colleagues to help facilitate an internal global ‘market’ for digital platforms and tools.
• Work closely with the Global Content Programme and Brand Unit to ensure all communication outputs in the sub-region promote Amnesty International’s key messages, and encompass all elements of our Global Identity and Tone of Voice. Work with Publishing Strategy team in London to deliver editorial content for the annual Amnesty International Report (on the state of the world’s human rights).
• Build up a pool of sub-regional contacts, freelances and volunteers to ensure production of materials to high standards and in a cost effective manner.
• Develop and grow sub-regional member publications and spaces for engagement.

About you :

You are an accomplished storyteller, fluent in English, French and Arabic and highly skilled and experienced in writing and developing powerful cross-platform communications for a diverse range of global audiences. You are particularly fluent at analysing and segmenting audiences, and using this knowledge to successfully engage new people. You have the passion and drive to deliver dynamic content that will bring about human rights change.

Technically speaking, you’re at home using publishing systems and software for digital and print, including video and photo editing software. But just as important are your skills at building relationships, advocating and persuading across a range of cultures and contexts.

What does success look like in this job ?

Year One:

• Working with Sections, the audiences in the sub-region will have been mapped, clarified and segmented. And this information shared with the Global Content Programme in the London office.
• The regional aspect of any Global Communications Strategy for Campaigns relevant to the sub-region will have been developed and initiated with Regional Campaigner and Regional Press Officer.
• The Content Manager (RCM) will have contributed to the development and delivery of Amnesty International’s Editorial and overarching Campaign and Communication strategies.
• The RCM will have worked with Senior Editor responsible for International Members campaigning magazine Wire, and the head of International Membership in London, to flesh out the role of the Regional office in development and delivery of materials for international members – sub-regionally relevant in digital and print.
• Impact monitoring and evaluation systems for sub-regional communications will have been developed and operationalized by the RCM and Regional Press Officer, working with the Regional Campaigner, Regional Digital Manager, local Sections, and Global Content Programme and Brand Unit in London.
• The RCM will have developed and be managing a network of volunteer contributors and freelance writers across the sub-region.
• The RCM will contribute to a cross-region editorial and communications community – liaising with Content Managers in other regional offices and Comms professionals in Sections, sharing lessons and audience experience; posting stories on the Global Story Server, managing use of stories within sub-region, and promoting sharing and syndication.
• Sections will have increased communications capacity, are able to reach more people and increase their visibility.
• Regional activists have more communications capacity.
• Content is better exchanged and integrated (regional to global, global to regional, region to region etc).
• Materials are suitable/tailored to suit various regional audiences in terms of languages, style and content.

Year two (Year One plus):

• The Content Manager will be supporting and liaising with AI national Sections and partner organizations in their campaign communications and, with other C&C colleagues in the regional office, facilitate information sharing, good practices and debate across the movement to further the implementation of the organization’s objectives.
• Locally relevant stories will be promoted to sub-regional social communities, networks and information subscribers, to increase engagement and information / messaging dissemination.
• Content-provision, capacity-building and networking and dissemination activities in regional Sections and structures will be initiated, promoted and executed.
• All work will be co-ordinated with Sections in the sub-region.

Equality statement :

Equality and diversity is at the core of our values and staff are expected to
work collectively and individually to promote a constructive and sensitive approach to others from a variety of backgrounds, where the work of others is valued and respected.

Conflict of interest : 

Public or other activity, affiliation to or support for any group or organization, personal association or other factor which may generate a real or perceived conflict of interest with Amnesty International’s principles (specifically independence and impartiality), or raise a security concern, or otherwise prevent the candidate from carrying out key functions of the specific post and would therefore disqualify the candidate from being appointed.