Marketing Manager, WiDEF

Department: Marketing

Department detail: Mobile for Development (M4D)

Location: New Delhi or Mumbai, India

Position type: Fixed term contract from February 2025 until 2028

Reporting to: Senior Marketing Manager, Mobile for Development  

About the GSMA 

The GSMA is a global organisation unifying the mobile ecosystem to discover, develop and deliver innovation foundational to positive business environments and societal change. Our vision is to unlock the full power of connectivity so that people, industry, and society thrive. Representing mobile operators and organisations across the mobile ecosystem and adjacent industries, the GSMA delivers for its members across three broad pillars: Connectivity for Good, Industry Services and Solutions, and Outreach. This activity includes advancing policy, tackling today’s biggest societal challenges, underpinning the technology and interoperability that make mobile work, and providing the world’s largest platform to convene the mobile ecosystem at the MWC and M360 series of events.  

About the team

GSMA Mobile for Development (M4D) is a dedicated global team within the GSMA, which brings together our mobile operator members, tech innovators, the development community and governments, to realise the impact of mobile in low- and middle-income countries: https://www.gsma.com/mobilefordevelopment/

The M4D team has been closely with the mobile industry, policymakers and other partners to drive efforts to accelerate digital and financial inclusion for women across LMICs through the GSMA Connected Women programme. It also provides critical data and insights on the issue and opportunities to address it including publishing the annual Mobile Gender Gap Report. Since 2016 more than 50 mobile operators have made formal Connected Women Commitments to reduce the gender gap in the mobile internet and/or mobile money services customer base successfully reaching over 70 million additional women.

The Women in the Digital Economy Fund (WiDEF) is a five-year $60 million initiative funded by the United States Agency for International Development (USAID) and the Bill & Melinda Gates Foundation (BMGF). WiDEF will directly support the scale up of evidence-based solutions to effectively close the gender digital divide. Employing a strong localisation approach, WiDEF will create opportunities for organisations and businesses at the forefront of equitable digital inclusion to receive financial, technical and operational support to advance their work. Working as part of a core consortium, the programme will collaborate with industry leading organisations to effectively engage local and global private sector actors and funders to advance a shared set of commitments to closing the gender digital divide. Beyond direct delivery, the initiative will incorporate a substantial policy and advocacy component as well as global communications efforts in order to inform and influence action at every level of the development system.

What the hiring manager says

“This role is an exciting opportunity to support the private sector and others to advance women’s digital inclusion and help close the gender digital divide in a commercially sustainable and socially impactful manner. The role will work closely with the GSMA’s WiDEF team, as well as with the other consortium members and their marketing teams, to promote the fund and its outcomes. We are looking for someone with strong marketing experience, who works collaboratively, with excellent communication skills, a creative mindset and who ideally has an interest in international development.”

Sophie Pitcher, Senior Marketing Manager, Mobile for Development

About the role

The WiDEF Marketing Manager will be jointly responsible for the marketing and promotion of the fund and its outcomes, with a focus on the India-specific rounds and activities, which are being managed by the GSMA to drive awareness among stakeholders, promote what those supported by the rounds are doing and the outcomes and lessons learnt. The role will also support on other rounds and activities where applicable.

The ideal candidate will be confident working independently and also working with internal and external teams. They will demonstrate strong initiative, bring creative ideas to the role and will have excellent attention to detail.

The role will be based in New Delhi and will report to the Senior Marketing Manager for Mobile for Development, who is based in London. The role will sit within both the GSMA WiDEF team and the M4D marketing team and will also work closely with the marketing teams of our two consortium partners, CARE and GDIP.

Key responsibilities will include:

• Create and execute successful marketing campaigns to promote the launch of each GSMA-managed round in the fund in order to build awareness among stakeholders and drive applications from eligible organisations.

• Create and execute successful marketing campaigns to promote the activities, successes and lessons learnt of the organisations being supported by the fund.

• Write social media copy, newsletter copy and create visual assets to promote the rounds and their outcomes.

• Work with external designers on the creation of various WiDEF publications such as the Request for Application documents for each round.

• Provide event marketing support (webinars and in person events) to the wider consortium marketing team.

• Provide the consortium partners with general marketing support for other rounds not managed by the GSMA.

• Manage engagement metrics and report regularly on the performance of promotion campaigns.

About you

We welcome applications from professionals with the following demonstrated qualifications and attributes:

• Proven working experience working in marketing.

• Strong and compelling written and oral communication skills in the English language, with the ability to express complex or commercial issues articulately, concisely and persuasively.

• The ability to communicate across multiple channels and build relationships with people from a variety of backgrounds and cultures consistently and effectively.

• A creative approach to projects, tasks and problem-solving, able to successfully promote WiDEF messaging with limited budget.

• Strong attention to detail with the ability to deliver high quality written and visual outputs.

• Excellent analytical skills, being able to track, measure and optimise across different channels and mediums.

• Conscientious and self-motivated, with the ability to work both independently and collaboratively with several internal and external teams.

• Excellent understanding of marketing best practices for web, email and social media content.

• Experience in Adobe Photoshop, Premiere Pro (or similar), WordPress and Google Analytics is advantageous.

• Comfortable travelling globally, when circumstances allow, to GSMA and WiDEF events.

Contract type

Worker type

What We Offer

Working at the GSMA offers you unparalleled access to the mobile industry. We offer a chance to truly shape the direction of mobile, whatever your role. By joining the GSMA, you will be exposed to a fast-paced rapidly evolving environment, working on global solutions, genuinely fascinating and industry-changing projects and a stimulating and dynamic environment designed to enable you to flourish.

In addition to architect-designed offices and competitive compensation, our benefits include fantastic learning & development opportunities, generous holiday allowances, four additional days off for professional development and many others.

To learn more about the GSMA, visit our career site, our LinkedIn page and our Twitter page.

Being You at the GSMA

We care deeply about diversity, equity and inclusivity and aspire to be the best at it. Your well-being and work/life balance is important, so flexi-time and remote working is available to all staff. We're keen to ensure everyone is equal, represented and connected so we particularly encourage applications from all demographics. The sucess of the GSMA year on year will continue to be contributed by people from all walks of life.

GSMA Values

Our values not only drive our culture – they shape how we work and interact inside and outside our global organisation.

Passionately driven

We approach everything we do with unparalleled capability, tenacity and commitment, knowing that the challenging scale, pace and complexity of our work is what leads to its world-changing impact.

Insightful leaders

We continually develop and engage our expertise, insight and creativity so that we’re always ready to respond to the changing landscape with authority, agility and nuance.

Stronger together

We lean on each other so the industry can lean on us, embracing our diversity by actively seeking out perspectives and skill sets beyond our own, fuelling each other’s successes and constantly asking how we can help.

Underpinning our values is our collective mindset to show up purposefully as good human beings every day, in every situation. When we’re at our best – we are collaborative, considerate and compassionate to others, and we create a safe space for one another to thrive, assuming positive intent in our colleagues. And if we aren’t at our best and the pressure is on – we feel free to be ourselves but still remain curious, lean into the tough stuff and we are always respectful to others and accountable for the part we play.