1. Organizational Context







a. Organizational Setting



WIPO is committed to driving future growth through increased use of its Global IP Services. To support this vision, a new Customer Experience, Marketing and Digital Engagement Division has been created within the Infrastructure and Platforms Sector. The Division will develop and execute a cohesive, customer-centric strategy that integrates Marketing and Branding, Customer Experience, and Digital Communications and Outreach.





b. Purpose Statement



The Director will lead this Division, setting its strategic scope and ensuring alignment across functions. The incumbent will foster innovative approaches, cohesive internal and external engagement, and measurable results, with the aim of enhancing WIPO’s global presence and contributing to WIPO’s revenue goals.





c. Reporting Lines



The Director of the Customer Experience, Marketing and Digital Engagement Division reports to the Assistant Director General (ADG) of the Infrastructure and Platforms Sector.





d. Work Relations



The incumbent collaborates extensively with senior leaders and colleagues across the WIPO, including the Sector of the Director General, the Madrid Registry, the Hague Registry, the Lisbon Registry, the PCT Legal and International Affairs Department, the PCT Services Department, the Information and Communications Department (ICTD) and external partners, including IP Offices, industry associations, consultants and service providers.











2. Duties and Responsibilities





The incumbent will perform the following principal duties:





a. Design, launch, and continuously evolve WIPO’s corporate marketing and branding strategy with a strong customer orientation.





b. Develop measurement frameworks for marketing effectiveness and optimize return on marketing and branding investment through data insights, with a focus on fee paying services and potential customer engagement.





c. Lead the strategic governance, integration and alignment of the marketing and branding, digital communications and outreach and customer experience efforts to ensure consistent service delivery and engagement across WIPO.





d. Establish internal systems, tools, and workflows for efficient, data-driven operations of the Division, including WIPO’s Customer Relationship Management (CRM) system.





e. Lead WIPO’s strategic adoption of AI in customer service, digital marketing, and digital communications strategy, partnering with ICTD, ensuring cost-effective and timely delivery.





f. Coordinate organizational up-skilling in marketing, branding, digital communication and outreach and customer experience, in close collaboration with business areas and the WIPO Academy.





g. Identify and build strategic partnerships and resource networks to extend WIPO’s reach and impact; assess effectiveness and adjust approaches based on experience and feedback.





h. Lead and mentor a multidisciplinary team, managing resources effectively, cultivating complementary skills, and promoting close collaboration and team spirit.





i. Determine priorities, allocate resources for the timely and quality delivery of work products per results-based management principles, ensuring that key risks are identified, assessed and managed for the achievement of agreed KPIs, ensuring that program objectives are met.





j. Represent WIPO in high-level global forums on digital engagement, institutional branding and customer experience.

k. Perform other related duties as required.