Background:
Blue Lotus Advisory is implementing the E-services component of ACCELERATE – a USAID
funded program to make progress towards the end of HIV epidemic in India. ACCELERATE is
being implemented by a cohort of John Hopkins University, YRG Care and Blue Lotus Advisory.
The E-services component of the program aims to:
1. Reach out to populations (men, women and trans) at risk of HIV via online platforms
(Search Engines, Social Media, Others)
2. Create content and engage with them online and provide messaging on HIV prevention
3. Encourage the populations at risk to access HIV related services like Risk assessment,
HIV/STI Testing, PrEP, HIV self-testing, ART, ART Adherence etc
4. Provide insights on impact of content and media and provide information on future
direction
Roles and Responsibilities
1. Develop Media Strategy for the E-demand Generation by:
a. Review previous BLA led E-services campaigns to see what worked and what
didn’t
b. Understanding ACCELERATE program goals and desired outputs
c. Identifying relevant platforms based on the population to be targeted
d. Devising means to target (by age, geography, interests etc) the populations as
tightly and effectively as possible
e. Creating an annual media plan specifying campaigns, budgets, targeting and the
possible quantitative outcomes of the execution of the plan
2. Execute the Media Strategy and support on Ad Hoc media requirements
a. Implement the approved media buying strategy by running initial pilots and then
scaling them up as per the results
b. Monitor campaigns and optimizing Ad spends to ensure minimum Cost/Result
and max reach and exposure in the given budgets
c. Improve targeting, creating look alike audience etc, hence improving quality of
ad audience
d. Pausing campaigns or adding more budgets (after prior approval) based on the
performance of the ad campaigns
3. Innovations and Partnerships
a. Innovate in the space of media buying by inventing new ways to target and
achieve the program goals
b. Keep updated with latest technologies or methods that are being launched by
media platforms
c. Form partnerships with possible affiliate websites or health related websites,
organizations, brands etc
d. Form partnerships with Google, Amazon Web Services, Facebook etc to receive
Advertising Grants for the program
e. Create a list and reach out to relevant influencers (micro and macro). Create an
online strategy with them that supports program goals, negotiate and contract,
implement (pilot to scale, if applicable) and report
4. Reporting and Measurement
a. Generate reports on each campaign run and provide intelligence and
recommendations
b. Measure end to end funnel – from reach to the end goal and provide cost
analysis accordingly
c. Compare the costs with other advertising methods (within or outside
ACCELERATE) or with other traditional methods to reach the same goals
d. Create list of challenges and leverage support of ACCELERATE team to
troubleshoot those challenges and increase the efficiency of media buying
strategy
5. Traditional Media Partnership (Optional – added advantages if candidate has this
expertise)
a. Engage with print, TV, radio for placements etc. (especially local to target
context)
b. Inform program on effectiveness of traditional versus online and help the
program take informed decision on media spends
c. Negotiate, contract and monitor the performance of traditional ads
The role can be full-time employee and/or part-time consultant contract. No specific pre-
requisites other than demonstrable skills and capabilities; relevant experience; media
management capabilities; partnering skills; solid team functioning. The pay is highly
competitive. The position is based in New Delhi.
Expected Compensation:
Blue Lotus Advisory is implementing the E-services component of ACCELERATE – a USAID
funded program to make progress towards the end of HIV epidemic in India. ACCELERATE is
being implemented by a cohort of John Hopkins University, YRG Care and Blue Lotus Advisory.
The E-services component of the program aims to:
1. Reach out to populations (men, women and trans) at risk of HIV via online platforms
(Search Engines, Social Media, Others)
2. Create content and engage with them online and provide messaging on HIV prevention
3. Encourage the populations at risk to access HIV related services like Risk assessment,
HIV/STI Testing, PrEP, HIV self-testing, ART, ART Adherence etc
4. Provide insights on impact of content and media and provide information on future
direction
Roles and Responsibilities
1. Develop Media Strategy for the E-demand Generation by:
a. Review previous BLA led E-services campaigns to see what worked and what
didn’t
b. Understanding ACCELERATE program goals and desired outputs
c. Identifying relevant platforms based on the population to be targeted
d. Devising means to target (by age, geography, interests etc) the populations as
tightly and effectively as possible
e. Creating an annual media plan specifying campaigns, budgets, targeting and the
possible quantitative outcomes of the execution of the plan
2. Execute the Media Strategy and support on Ad Hoc media requirements
a. Implement the approved media buying strategy by running initial pilots and then
scaling them up as per the results
b. Monitor campaigns and optimizing Ad spends to ensure minimum Cost/Result
and max reach and exposure in the given budgets
c. Improve targeting, creating look alike audience etc, hence improving quality of
ad audience
d. Pausing campaigns or adding more budgets (after prior approval) based on the
performance of the ad campaigns
3. Innovations and Partnerships
a. Innovate in the space of media buying by inventing new ways to target and
achieve the program goals
b. Keep updated with latest technologies or methods that are being launched by
media platforms
c. Form partnerships with possible affiliate websites or health related websites,
organizations, brands etc
d. Form partnerships with Google, Amazon Web Services, Facebook etc to receive
Advertising Grants for the program
e. Create a list and reach out to relevant influencers (micro and macro). Create an
online strategy with them that supports program goals, negotiate and contract,
implement (pilot to scale, if applicable) and report
4. Reporting and Measurement
a. Generate reports on each campaign run and provide intelligence and
recommendations
b. Measure end to end funnel – from reach to the end goal and provide cost
analysis accordingly
c. Compare the costs with other advertising methods (within or outside
ACCELERATE) or with other traditional methods to reach the same goals
d. Create list of challenges and leverage support of ACCELERATE team to
troubleshoot those challenges and increase the efficiency of media buying
strategy
5. Traditional Media Partnership (Optional – added advantages if candidate has this
expertise)
a. Engage with print, TV, radio for placements etc. (especially local to target
context)
b. Inform program on effectiveness of traditional versus online and help the
program take informed decision on media spends
c. Negotiate, contract and monitor the performance of traditional ads
The role can be full-time employee and/or part-time consultant contract. No specific pre-
requisites other than demonstrable skills and capabilities; relevant experience; media
management capabilities; partnering skills; solid team functioning. The pay is highly
competitive. The position is based in New Delhi.
Expected Compensation:
