1. Organizational Context

a. Organizational Setting

The position is located in the Customer Experience Section (CXS), Infrastructure and Platforms Sector. The section is responsible for marketing and customer service activities with a view to coordinating the strategy, planning, and execution of the Organization's overall customer experience strategy in close collaboration with other areas of the Organization.

b. Purpose Statement

The incumbent acts as the focal point for coordinating and supporting the digital marketing and promotional activities across the organization. The incumbent is required to plan, coordinate, manage, and execute digital marketing and promotional activities conducted by both the internal marketing and promotion teams and the external marketing agencies. The incumbent is responsible to ensure that WIPO's digital marketing and promotional campaigns are well planned and executed with high standards, and meet the expected KPIs.

c. Reporting Lines

The Digital Marketing Officer reports to the Head of the Customer Experience Section.

d. Work Relations

The incumbent will work closely with various stakeholders, both inside WIPO and external organizations.


2. Duties and Responsibilities

The incumbent will perform the following principal duties:

a. Plan digital marketing and campaign strategies - Liaise with the IP services colleagues (e.g. PCT, MADRID, HAGUE, and more) to understand the business needs and co-develop corresponding digital marketing strategies and campaigns to advance their objectives.

b. Execute and coordinate the execution of the digital marketing and campaign strategies - Develop the implementation plan and establish a planning calendar for the agreed activities with the colleagues and/or the digital marketing agencies. Oversee the implementation to ensure milestones, deadlines, and KPIs are met. Develop marketing automation, when possible, to support digital marketing operations. Leverage all WIPO channels and third-party outlets, where available, to support the success of the campaigns.

c. Manage the digital marketing-related activities as required - including, but not limited to, publishing digital marketing content online, monitoring digital traffic/ social media/Google Analytics, optimizing paid advertising campaigns, producing reports on the growth and analytics of campaigns to stakeholders and monitoring marketing project status and budget.

d. Implement the leads management practices - Ensure the common leads management practices are followed, with the digital marketing campaigns executed. Ensure the personal data privacy framework for collecting and using personal data is followed.

e. Provide advice for user-centric marketing content and campaign - Conduct market research to develop a deep understanding of the selected audience in the target market. Ensure WIPO's campaigns appeal to the target audience by serving the marketing content and campaigns that consider their past feedback and the market's current interests. Provide advice on the use of storytelling techniques and real-life examples to meet the marketing/campaign objectives. Provide oversight to messaging and production for agreed deliverables. Write or edit copy as needed for agreed deliverables. Guide the selection of images or other visual assets to accompany written text. Oversee video production as needed, including editing s.

f. Stay abreast of Marketing Technologies (MarTech) - proactively and strategically acquire new knowledge in marketing technologies and tools. Take case examples from the global/local brands and make suggestions for applying them to the context of WIPO's marketing and communication. Define a strategy for experimenting with and evaluating the new marketing technologies in the WIPO context.

g. Collaborate with various WIPO units and external entities to identify marketing opportunities that could support the organization's direction and goals.

h. Perform other related tasks as required.