Description
Do you want to build a career that is truly worthwhile? The International Finance Corporation (IFC), a member of the World Bank Group, is the largest global development institution focused on the private sector in emerging markets. Working with more than 2,000 businesses worldwide, we use our capital, expertise, and influence to create markets and opportunities where they are needed most. Visit www.ifc.org
IFC’s Green Buildings Market Transformation Program (GBMTP) aims to catalyze a virtuous cycle of supply and demand for resource-efficient building construction and ownership. A main thrust of the GBMTP is to create a paradigm shift by setting a metrics-driven standard of what constitutes a green building, and to reward property developers for meeting these standards through IFC’s green building certification program called EDGE – (Excellent inDesign for Greater Efficiencies). IFC works through third party certification providers to administer and confirm compliance with the EDGE standard.
IFC, together with its certification providers, works to educate the real estate market on the value of designing and certifying their buildings as green with the aim of promoting the rapid growth of the green building market. The GBMTP is currently active and has footholds in four regions including Latin America and Caribbean (Argentina, Colombia, Costa Rica, Mexico and Peru), East Asia (China, Indonesia, Philippines and Vietnam), South Asia (India) and Africa (Ghana, Kenya, Nigeria and South Africa).
IFC’s Climate Business Department is seeking a Regional Marketing Lead to initiate, manage and implement marketing and sales strategies of the EDGE Certification Program in its four regions. The objective for the Regional Marketing lead is to increase brand awareness of the EDGE certification product and implement a sales and marketing strategy that maximizes EDGE penetration in its target countries.
The position is based in Washington, D.C., with the need for extensive and frequent international travel.
Role & Responsibilities:
The Regional Marketing Lead will work with the Country Leads, the Global Marketing Lead and the Global Business Development Lead and IFC’s third party Certification Providers on delivering his/her tasks. The Regional Marketing Lead will report to the Global Operations Manager.
1. Improve marketing and sales strategies for target geographies (including Latin America and Caribbean (Argentina, Colombia, Costa Rica, Mexico and Peru), East Asia (China, Indonesia, Philippines and Vietnam), South Asia (India) and Africa (Ghana, Kenya, Nigeria and South Africa) by coaching and supporting local IFC staff
- Evaluate, revise/create and assist with the execution of EDGE marketing, branding, communications and sales plans in depth with priority countries India, Mexico and Philippines. Take care to integrate the local business context with global brand messaging.
- Do the same for the plans of other target countries.
- Strengthen all plans with timelines and budgets to deliver EDGE certification targets.
- Study new potential markets and develop strategies to roll out EDGE to them.
- Evaluate effectiveness of current channels and tactics, including conferences, paid promotions, digital and social media, press etc., as cost-effective brand awareness and business development tools.
- Develop new outreach channels to effectively bring the EDGE brand to a broader professional community and raise market awareness.
- Identify speaking opportunities and other representation at industry conferences, events and summits to increase visibility and lead generation.
- Review briefs and talking points to ensure consistent and high-quality messaging.
- Coach local staff on maximizing the impact of their speaking engagements.
- Enhance sales pitch and marketing material for EDGE certifications.
- Coach staff on the use of digital outreach, marketing automation, and email campaigns to enhance communication with existing clients and drive new business.
- Develop new sales channels as appropriate to each region/market.
- Provide direction and training to country leads on templated marketing, promotional materials as well as client pitch techniques.
- Optimize staff use of client relationship management software.
- Lead monthly marketing and sales progress reviews with each country lead along with the Global Operations Manager, tracking sales against targets.
- Increase attractiveness of training on EDGE software for real estate industry players (i.e architectural, engineering and property rental/management firms) to build market awareness.
2. Oversee, improve and support the marketing and sales efforts of licensed EDGE certification providers in target markets
- Provide certification providers guidance on the key messaging and selling points of the EDGE program to ensure consistency in the market.
- Evaluate execution of certification providers business plans with respect to the marketing and sales of the EDGE certification, including but not limited to, questions of human capacity needs, financial needs and local market context.
- Build capacity of certification providers to achieve their goals, including pro-active business development support, representation of IFC at industry events, sharing lessons learned from one country to another.
- Work with certification providers on the fine-tuning and articulation of pricing models and promotions.
- Attend and contribute to quarterly meetings with certification providers convened by each IFC relationship manager.
Selection Criteria
- Advanced degree in Marketing, Communications, or sales with a minimum of 10 years of relevant experience.
- Experience in real estate sector is a requirement.
- Experience in green building certification is a strong plus.
- Demonstrated track record in marketing and sales strategy planning and execution.
- Demonstrated skills in marketing and sales strategy and execution at a level sufficient to coach, or lead others working in diverse and complex markets that may be established and highly competitive or nascent with only latent demand.
- Demonstrated skills in branding and awareness campaigns at a level sufficient to advise on, or lead campaigns that generate enthusiasm for a product or service with proven effectiveness.
- Demonstrated drive for results and ability to create the necessary conditions to achieve challenging business development targets.
- Ability to identify the necessary resources to deliver results and use them in a cost-effective way.
- Excellent management of multiple stakeholders and ability to find solutions to obstacles which are acceptable to everyone.
- Ability to clearly communicate research/evaluation findings and marketing messages in written, visual or oral form to a variety of audiences including building professionals, financial intermediaries, academia, policy makers, and press.
- Ability to work effectively in teams which span time-zones and to communicate ideas clearly and confidently, articulate issues and recommend solutions.
- Willingness and ability to travel extensively.
- Proven writing and editing skills, with a strong command of English and an ability to convey complex ideas in a creative, clear, and persuasive style.
- Ability to operate in regional languages is a plus.
- The position requires regional and international travel
Poverty has no borders. Neither does excellence. This is why we continually search for qualified individuals with diverse backgrounds from around the globe. We are proud to be an equal opportunity and inclusive employer with a dedicated and committed workforce, and do not discriminate based on gender, gender identity, religion, race, ethnicity, sexual orientation, or disability.
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