SBC & Creative Communication Expert

IPE Global; New Delhi; On-site; INR 1,500,000 - 2,300,000; Full time

Job summary

IPE Global seeks a senior professional to lead SBC strategy and creative content for maternal and child health programs across states, aligning with government systems and donor expectations.

You will oversee creative direction, translate research into campaigns, manage agencies, ensure multilingual outputs, and monitor impact with the M&E team, delivering scalable, culturally resonant communications.

Qualifications

• Postgraduate degree in Marketing, Communications, Design or related fields.
• 8–10 years in social and behaviour change communication with creative leadership.
• Experience with government departments and large-scale programs.

Responsibilities

• Strategy and technical assistance for SBC programs related to maternal and child health.
• Creative direction and end-to-end content development for state campaigns.
• Translation, transcreation and language adaptation for multi-state outputs.
• Monitoring and reporting of SBC activities with QA and stakeholder alignment.
• Engagement in learning forums, dissemination workshops and cross-state learning.

Skills

Strategic communication

Behavior change communication

Creative leadership

Content development

Stakeholder management

Hindi & English writing

Portfolio management

Government liaison

Team leadership

Education

Postgraduate degree in Marketing

Postgraduate degree in Communications

Postgraduate degree in Design

Tools

Adobe Creative Suite

Job description

IPE Global’s Social and Economic Empowermentpractice works towards building girl capital, empowering women and nurturing resilient communities by creating inclusive and sustainable solutions,including but not limited to policy development, capacity building, adaptivemanagement, community mobilisation, behavioral change communication, deepeningsocial safety nets, beneficiary feedback analysis, poverty assessment, andevidence-based monitoring. Programs implemented by SEE have successfullydemonstrated the use of Social and Behaviour change communication to influencenutrition and health-seeking behaviours and practices that have a lastingimpact on the overall well-being of women and children. To consolidate thelearnings from these interventions and apply them across a variety of programsand solutions, IPE Global is seeking a skilled professional who will providetechnical assistance to the National team and State teams in designing,implementing, monitoring, and evaluating SBC strategies and developing statespecific communication collaterals. In addition tothe SBC mandate, the incumbent will lead the creative direction, content designand conceptualizing multi-media SBC campaigns and communication collaterals nationallyand across project states. The role calls for a senior professional who iscomfortable working within government systems and steering creative agencies,designers and production teams to deliver work that is culturally resonant,evidence informed and delivered at scale.

Key Responsibilities

Strategy and Technical Assistance

• Work with the nationalteam and in close coordination with the state government departments to develop,design, and/or inform a communication and behaviour change strategy for stateprograms related to maternal and child health and nutrition
• Providesupport to the state team in operationalizing SBC strategies while objectivelyappraising the existing policies, interventions, and tools
• Translate formative research,behavioural insights and programme data into clear creative briefs, messageframeworks, audience segmentation and channel plans for state SBC campaigns andtools
• Advise the concerned departments onthe annual SBC calendar, campaign priorities and budgets, and aligncommunication efforts with ongoing State schemes and national/state observances
• Organizecapacity building and training in SBC approaches as required for stakeholdersat all levels.

Creative Direction and Content Development

• Lead the end to end creativedevelopment of state campaigns, covering concept, narrative, scripts, taglinesand copy in Hindi, English and the relevant regional language, ensuringcultural and contextual relevance for various audience
• Develop and steward a consistentvisual identity, design language and brand guidelines for state governmentcampaigns and programme collaterals
• Supervise the production of innovativeSBC materials, not limited to posters, flipbooks, job aids, counselling cards,wall paintings, hoardings, radio spots, films and digital assets for frontlinefunctionaries and communities
• Oversee andguide the creative production of innovative content formats such as e-books,podcasts, infographics, digital films, animation gifs, and viral videos.
• Manage creative agencies,production houses, illustrators, film makers and freelancers, from scoping andbriefing through review, quality assurance and final delivery within agreedtimelines and budgets
• Set up and run pre-testing ofcreative concepts and materials with target audiences and frontline workers,and refine the creatives based on the feedback received
• Oversee translation, transcreationand language adaptation of campaign material so that a common creative ideaworks across states and languages without losing meaning or tone
• Ensure all creative output meetsgovernment and programme branding, language and accessibility requirements, andmaintain a well organised repository of campaign assets, source files andcreative documentation for reuse and institutional memory.

Monitoring and Reporting

• Work closelywith M&E team and state team to track monitoring mechanisms and KPIs thatidentify the impact of SBC activities
• Assist States teams to trackcampaign/tools reach, engagement and creative performance across platforms andstates and use these insights to iterate on content, channels and messaging
• Create a regular reporting structure to present insights from various platforms.

Other Engagement

• Supportorganizing learning forums, dissemination workshops, meetings, special events,etc.
• Represent the programme in relevantstate, national and partner forums on SBC and creative communication, andcontribute to cross state learning.

Qualification & Experience

• Postgraduatedegree in Marketing, Communication, Mass Communication, Design, Social Scienceor similar fields.
• 8-10 yearsof professional experience in designing and implementing social and behaviourchange communication, of which a significant part should be in a creative,campaign or content leadership role.
• Demonstratedexperience of working with state and/or central government departments andministries, and with large scale development sector programmes, with a provenability to navigate government systems, approval processes andmulti-stakeholder environments.
• Experienceof working across more than one state or geography is strongly preferred, withthe ability to adapt a common campaign idea to different state contexts,languages and administrative structures.
• Proventrack record of conceptualising and delivering multi-media campaigns end toend, from creative brief to on-ground rollout, supported by a portfolio of workthat can be shared at the time of application.
• Experienceof managing creative agencies, production vendors and freelance talent,including scoping, budgeting and quality assurance.
• Strong understanding ofparticipatory communication design.
• Ability to influence diverse actors - government, civil society andcommunities.
• Strongwriting, storytelling and communication capacity, with the ability to writecampaign copy as well as technical documents.
• Excellentcommand of Hindi and English, both written and oral, including the ability towrite and review campaign copy in Hindi.
• Abilityto translate data/information into a comprehensive narrative for multipleaudiences.
• Goodsectoral understanding of Maternal & Child Nutrition and Public Healthprogrammes.
• Preference will be given to those who have experience working on largescale development programs.
• Experience of working on donor funded or technical assistance projectswith state governments.
• Exposure tobehavioural science, human centred design or nudge based approaches to campaigndesign.
• Experience of setting upand running an in-house creative or content team.