Terms of Reference Social Media Consultant

Job description

Who We Are

Girl Effect is an international non-profit that builds media that girls want, trust, and need.

From chatbots to chat shows and TV dramas to tech, our content helps adolescent girls in Africa and Asia make life choices and changes.

We create safe spaces for girls, sharing facts and answering questions about health, nutrition, education, and relationships, empowering girls with the skills to negotiate and redefine what they are told is possible for a girl.

Our reach is 50 million and counting, and we're using technology to reach girls at scale so every girl can choose to be in control of her body, health, learning, and livelihood.

When a girl unlocks her power to make different choices that change her life, it inspires others to do so, too.

She starts a ripple effect that impacts her family, community, and country.

That's the Girl Effect.

Our Approach

Girl Effect uses a branded media approach to deliver behavioral change messaging.

We reach girls worldwide, where they are -online and offline- to support them at the critical moments when choices need to be made around their health, education, and economic future.

We use our expertise in behavior change science to motivate and equip girls with information and support to help them see a different future for themselves, act on those choices, and drive greater demand for the opportunities and services available.

Girl Effect builds youth brands that girls love and trust, reaching girls where they are and creating change.

Our youth brands include Tukisonga and WAZZII in Kenya, Chhaa Jaa in India, Tujibebe in Tanzania, Yegna in Ethiopia, and Jikizinto in South Africa.

They exist across multiple channels - digital (Facebook, Instagram, YouTube, TikTok, WhatsApp), TV, radio, print, and offline.

Together, these brands reach over 20 million girls worldwide.

Girl Effect Kenya continues to grow its portfolio of work in Kenya, including launching new products and campaigns targeted at youth to support sexual and reproductive health and economic empowerment while working closely with young people every step of the way.

WAZZII

In September 2023, Girl Effect Kenya launched its premier brand, WAZZII.

The brand uses digital technologies to drive scalable, sustainable change, attract new investments, and expand girl-centered telehealth services across Africa.

WAZZII's multimedia ecosystem combines online and offline behavior change messaging, centered around a menu-based WhatsApp chatbot.

The chatbot utilizes a human-in-the-loop concierge function to connect users with reproductive health information and services from a network of public and private providers.

Our current promotional campaigns emphasize WAZZII as a non-judgmental, safe space for young people to explore and address questions or concerns about their sex, sexuality, and overall well-being, positioning it as a space for their curiosity.

The WAZZII multimedia ecosystem includes social media content, YouTube videos, and a podcast.

WAZZII is launching a new phase of its campaign whose objectives include:

Increasing demand and access to contraception amongst Adolescent Girls and Young Women (AGYW) and Adolescent Boys and Young Men (ABYM)
Increasing access to economic opportunities for AGYW
Preventing incidents of child marriage
Scaling impact by collaborating with the government to strengthen our systems
Improving maternal & newborn health outcomes for Young Women
Increasing uptake of Immunization, including the HPV Vaccine, amongst Adolescent Girls

TUKISONGA

Tukisonga is our national scale brand, co-created with young people, that seeks to strengthen community and empower young people to achieve their ideal future through connection, validation, and support.

Tukisonga's multimedia ecosystem centred around the TV drama TUKI?

It aired on broadcast TV and YouTube, and was adapted into a radio drama.

Support for the TV drama included social media content (on Facebook, Instagram, and TikTok), a pop music anthem, and a podcast.

To support the execution of Tukisonga and WAZZII's digital marketing campaigns.

We seek to recruit a Social Media Manager.

The selected candidate will work closely with our content, safeguarding, and tech teams to ensure the brand and products continue to reach girls and keep girls safe on our channels.

What You'll Do

As a Social Media Consultant, you will work with our internal content, safeguarding, and tech teams to plan, develop, implement, analyze, and manage our social media portfolio in Kenya across all our products and brands.

You will be responsible for the following:

1. Social Media Strategy Development and Deployment:

2. Collaborate with copywriters, content managers, and the marketing team to develop and deploy comprehensive social media strategies that enhance brand engagement and visibility.
   
   

3. Adapt or create basic copy and designs using pre-existing templates when necessary to maintain brand consistency and agility.
   
   

4. Content Calendar Management:

5. Work closely with the creative team to understand production timelines and briefs, maintaining an active and agile rollout calendar for WAZZII and Tukisonga's social media accounts across Facebook, TikTok, Instagram, and YouTube.
   
   

6. Ensure content is planned and scheduled for upload a minimum of one week in advance to maintain a consistent posting schedule.
   
   

7. Social Media Channel Hygiene and Best Practices:

8. Regularly manage the hygiene of social media channels in collaboration with the creative team, ensuring a sustainable grid design and implementing other best practices for optimal performance and user experience.
   
   

9. Content Ideation and Trend Integration:

10. Stay updated on viral trends and current events to generate creative ideas for posts relevant to our brands and pages across various formats, including stories, reels, memes, and other established content buckets.
    
    

11. Templated Design and Content Curation:

12. Familiarize yourself with and update existing content buckets and social media post templates.
    
    

13. Develop content ideas, curate design posts, obtain approval from the product team, and ensure regular posting across all social media platforms.
    
    

14. Content Uploading and Scheduling:

15. Upload and/or schedule posts, as well as post regular stories, based on the approved content calendar, with regular approval from the Creative Lead.
    
    

16. Tracking Metrics and Reporting:

17. Track social media metrics across platforms for each post using a provided template.
    
    

18. Work with the Marketing Lead to analyze these metrics and trends fortnightly, presenting findings on best-performing assets to the creative team to inform future content planning.
    
    

19. Audience Engagement and Community Building:

20. Support the team with audience engagement activities, including basic content creation, curation for Instagram/TikTok Lives, and support in Live Sessions on our channels.
    
    

21. Foster a vibrant and interactive online community, responding to comments and messages in a timely and engaging manner.
    
    

22. Influencer Collaboration and Management:

23. Work with influencer management agencies and influencers to co-create and manage social media content.
    
    

24. Follow up on reports related to influencer campaigns and partnerships.
    
    

25. Social Media and Email Moderation:

26. Moderate our social media platforms and email addresses for WAZZII and Tukisonga in conjunction with the Safeguarding and Youth Engagement Manager - Kenya, to keep our online platforms safe and welcoming spaces for all users.
    
    

27. Ensure a youth-friendly, fun, body and sex-positive, gender-inclusive, trauma-informed, and rights-based approach towards girls and young women in all interactions.
    
    

28. Supervise and guide our team of junior moderators in upholding moderation standards and community guidelines.
    
    

29. External visibility

30. Coordinate, curate, and publish high-quality content across digital platforms, ensuring consistent messaging and increased external visibility of the organization's work and impact.
    
    

Who You Are

Skills and expertise:

• Minimum 5  years of experience in Creative Content creation
• Minimum 4 years of relevant digital marketing experience with accounts that have had national or multi-regional scale and complex audience sets
• Graduate-level proficiency in marketing, branding, design or creative writing
• Comfortable with numbers, digital data sets like spreadsheets
• Degree or relevant experience in digital marketing, business, and project management.
  
  
• Strong understanding of digital marketing and social media.
  
  
• Interest in working in a developing country context.
  
  
• Strong communication, writing, coordination and organizational skills.
  
  
• High attention to detail and ability to work under pressure and tight deadlines.
  
  
• Ability to remain flexible and find solutions to challenges.
  
  
• Positive, energetic, can-do attitude.
  
  
• Ability to work collaboratively in multicultural teams.
  
  
• Commitment to realizing the potential of girls and to the vision and values of Girl Effect

Open to learning, for example, learning how to use RapidPro or capturing learning to enhance digital products and pages

Attitudes we are looking for:

• Comfortable with complex organizational structures and multiple stakeholders
• Comfortable with shared decision-making
• Ability to be flexible within a fast-paced, changing environment.
  
  
• Passionate about making a positive difference in the lives of young women and girls.
  
  
• A 'do-er thinker'
• Highly empathetic and context-sensitive - able to balance conflicting needs and priorities decisively
• Mission-driven and cares about making a difference in the lives of young people and vulnerable sections of society

Most importantly, we need you to ensure that you have a lens that is youth-friendly & fun, body and sex-positive, gender inclusive, and a rights-based approach towards girls and young women.

Reporting

The consultant will report to the Create Lead in Kenya and, in collaboration with the Copywriter, Content Manager, and the Graphic Designer.

Procurement  Timeframe

• Terms of reference published: September 24, 2025
• Deadline for responses:  October 6, 2025
• Supplier selection, contracting, and briefing: End of October
• Project commencement: November 2025

Expected Commitment

• The social media manager will be expected to spend 32  hours weekly with the platforms and liaise with the creation team and other stakeholders.
  
  
• This is a part-time consultancy role; four days a week for six months, with a possibility of extension
• Consultant is expected to be available within the working hours, 9 am - 5 pm, Monday through Thursday.
  
  
• Consultants should be willing and able to travel locally if and when required.
  
  
• The consultant's assignment period is from November 2025 to November  2026

Location

The consultant must be based in Kenya.

Proposal Submission

Your proposal (Max 10 pages), should you be interested, should cover

• *Your understanding of the brief a *
  nd why you feel you are well-placed to advise us on this

• *Portfolio *

• As part of your application, please include a link or PDF of your portfolio of recent work, highlighting your abilities and experience relevant to the role, with specific examples of how you work, think, collaborate, and contribute to great design outcomes.
  
  

• Please note that we are unable to accept any applications without a portfolio.
  
  

• *Credentials/CV
  Highlight work (if) done: *

• In other geographies

• In health-related content with adolescent girls or young women, in other geographies.
  
  

• *Reference *

• Provide at least three references for similar contracts with a description of the service provided and the contract periods of performance.
  
  

• *Breakdown of Costs
  with applicable taxes and other charges clearly identified in
  KES *
  .
  
  Consultants should provide their daily/hourly billing rate and or discounted rate for the monthly billing rate.
  
  

• All applicable taxes should be quoted separately.
  
  

In their proposal, the bidder must demonstrate an understanding of the requirements described in the TOR and demonstrate how the bidder will meet the requirements of the evaluation criteria.

GE is not liable for any cost incurred during the award/contract preparation, submission, or negotiation of the award/contract.

All submitted documentation and/or materials shall become and remain the property of GE.

VALIDITY of the proposal shall be for 90 days from the date of bid closure.

Evaluation Criteria

The criteria against which proposals will be evaluated are listed below.

Technical Evaluation

• Interpretation and understanding of this TOR - 10%
• Portfolio - 25%
• Showcases relevant experience in having done previous similar work with relevant agencies or organizations - 15 %
• Demonstrates an understanding and knowledge of the social media context within the geography of Kenya- 10%
• Experience and Qualification, share your CV/Credential- 15 %

Financial Evaluation

• Value for money/proposed budget breakdown - 25%

How to Apply

Please submit proposals, as described above, to by the
6th October 2025
.

Please clearly mark your email with the subject
Social Media Consultant-Kenya.

Tax

Girl Effect is obliged by the Kenyan tax authorities to withhold taxes on service contract fees as well as ensure that 16% VAT is charged where applicable.

Applicants are advised to ensure that they have a clear understanding of their tax position regarding provisions of the Kenya tax legislation when developing their proposals.

Copyright

All materials/documents arising from this consultancy work shall remain the property of Girl Effect.

Disclaimer

GE reserves the right to determine the structure of the process, the number of short-listed participants, the right to withdraw from the proposal process, the right to change this timetable at any time without notice and reserves the right to withdraw this tender at any time, without prior notice and without liability to compensate and/or reimburse any party.

GE shall inform ONLY successful applicant(s).

The process of negotiation and signing of the contract with the successful applicant(s) will follow.

Please note:
We will evaluate only proposals submitted following the application process outlined in the TOR and using our specified email address (
).

Safeguarding

You may be required to undertake safeguarding checks.

Shortlisted consultants will be assessed on our organizational values at the interview stage.

The successful consultant will be expected to adhere to our safeguarding policy.

We encourage you to read and understand our safeguarding policy, the executive summary of which can be found Here.

We have zero tolerance for all forms of violence against children, beneficiaries and staff.

Equal Opportunities

Girl Effect Services is committed to equal opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, marital status, disability, gender, gender identity or expression.

We are proud to be an equal opportunity workplace.

We are committed to building an organization that is increasingly representative of and works extensively with the communities that we serve.

To this end, due regard will be paid to procuring consultancy service organizations and individuals with diverse professional, academic and cultural backgrounds.

Required Skill Profession

Other General