We are a creative, social business which specialises in launching and managing culturally resonate youth brands through various media products and brand campaigns in target markets. Girl Effect deploys innovative market research tools to create a product design cycle that ensures our brands are consumer driven and speak to the audience in a creative, compelling way.
We are an unusual organisation and bring together a diverse group of people from across a range of disciplines including media brands, digital, consumer insight and distribution.
Girl Effect Trading have recently opened a Commercial Representative Office in Ethiopia in 2017 to independently lead, scale and sustain the ‘Yegna’ brand. This is a new, commercial set-up that will provide ‘Yegna’ a platform to thrive and expand its reach, increase engagement and consumption in line with our strategic objectives and business plan.
About Yegna
Yegna is Ethiopia’s most successful youth brand, which today reaches 8.5 million people, or 50% of the population in Addis and the Amhara region. Whilst now owned by Girl Effect Trading, located in the UK, Yegna is a truly Ethiopian creation. It is managed and led locally in Addis. The creative design, content creation, production, and distribution are all done through local Ethiopian business partners.
Yegna is a multi-media platform. The brand is carefully designed to be rooted in Ethiopian culture and reflects the realities of the youth in Ethiopia today. Connecting all of the media products under the umbrella of the brand allows us to communicate a shared identity across the products. Our success lies in using a branded approach that allows us to reach large audiences in a compelling way through fantastic content and storytelling.
To continue Yegna’s growth, we will primarily focus on the following areas:
Media Property: Strengthening and expanding the media platform and development of branded content to optimise it’s reach and deepen its impact;
Insights: Using consumer driven insights to improve the quality of our content and accelerate reach and brand awareness
Partnerships: Building partnerships in the private and public sector to allow, enable and expand the reach of Yegna so that it can achieve greater impact at scale.
Context of the role
Working closely with the investment team in London, the focus will be to extend reach, impact and financial sustainability of Yegna – leading the brand into a new future. A deep understanding of the Ethiopian media landscape, its nuances and progressive nature are hugely desirable.
Key Responsibilities
Strategic
Partnership & Negotiation
Representation and Relationship Building
Leadership
Strongly Desired: A deep understanding and empathy of Ethiopian culture to support our brand objectives to create culturally resonant, compelling content is high desired. In country experience, fluent in Amharic, cultural understanding and existing contacts in the commercial sector and GoE are highly critical for this role.
Salary package and benefits: Highly competitive salary package plus the opportunity to work in a fast paced, entrepreneurial environment with brilliant people.
Reporting Lines: Reports to Business Director, Girl Effect Trading, Ethiopia; dotted line to Senior Director, Investment in the UK
Location: Addis Ababa, Ethiopia
Contract: Full-time fixed term contract (12 months; with the option to extend)
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