Advisor – Demand Generation & Digital Health

• Department: Marketing & Communication
• Reports to: Marketing & Communication Director
• Location: Addis Ababa, Ethiopia (with field travel as necessary)
• Duration of contract: Indefinite based on performance and availability of funds
• Remuneration: As per organization pay scale plus other PSI Ethiopia staff benefits.

About PSI Ethiopia

Population Services International/Ethiopia (PSI/E) is part of PSI’s global network operating in over 40 countries worldwide. PSI/E works at the intersection of public health and the private sector, bringing innovation and consumer insights to increase demand for and access to essential health services and products. With a focus on social and behavior change, market facilitation, and digital health promotion, PSI/E aims to improve the health and well-being of Ethiopians by positioning health as a consumer-driven priority and supporting sustainable systems that deliver lasting impact.

Purpose of the Job

We are looking for an Advisor – Demand Generation & Digital Health to support the design, implementation, and measurement of innovative, evidence-based SBC and demand generation strategies at PSI/E. This position will strengthen PSI/E’s ability to influence consumer behavior, increase demand for health products and services, and integrate brand growth strategies into health promotion. The Advisor will bring a balance of INGO technical expertise and private-sector marketing insight, with a strong emphasis on digital health promotion and consumer engagement.

This role will be part of PSI/E’s Marketing & Communication team and will work closely with program and technical teams to ensure high-quality, on-time delivery of demand generation and digital health initiatives. The Advisor will also represent PSI/E in national platforms, technical working groups, and global learning forums, while contributing to new business development, evidence generation, and program growth.

Main Duties and Responsibilities

1. Strategic & Technical Leadership

• Lead the design, implementation, and oversight of Social Behavior Change and demand generation strategies across multiple health areas (SRH, MNCH, HIV, WASH, immunization, and others).
• Apply behavioral science, human-centered design (HCD), and consumer insights to develop evidence-based, user-driven interventions.
• Integrate marketing, branding, and digital storytelling approaches to strengthen PSI Ethiopia’s visibility, credibility, and consumer connection.
• Advise on the integration of AI-enabled tools and automation for campaign optimization, behavioral segmentation, and audience targeting.

2. Program & Brand Growth

• Design and manage integrated 360° demand generation campaigns that strategically combine digital, mass media, community, and interpersonal communication channels.
• Ensure interventions are gender-responsive, inclusive, tech-enabled, and equity-focused to reach underserved and digitally excluded populations.
• Contribute to brand growth and digital transformation strategies that align public health impact with market and consumer data insights.
• Support resource mobilization and innovation funding through technical input into proposals, concept notes, and donor presentations that highlight digital and AI-driven SBC solutions.
• Document, publish, and disseminate demand generation campaigns and digital innovations, lessons learned, and success stories to advance PSI Ethiopia’s thought leadership.

3. Capacity Strengthening & Partnerships

• Build organizational and partner capacity (PSI staff, government, and private sector) in SBC, demand generation, digital health promotion, and AI-enabled communication tools.
• Collaborate with Ministries of Health, private sector partners, tech innovators, civil society, and creative agencies to co-create scalable and data-smart SBC interventions.
• Strengthen multi-sectoral partnerships that align public health goals with private-sector and technology-driven marketing innovations.
• Represent PSI Ethiopia in national, regional, and global platforms, including digital health, AI, and SBC innovation forums to share insights and influence future programming.

Qualification and Experience

Master’s degree in public health, Marketing, Communication, Behavioral Science, or related field with a minimum of six (6) years of relevant experience, including at least four (4) years at an advisory or managerial level.
OR
Bachelor’s degree in the above fields with at least eight (8) years of relevant experience, including six (6) years at an advisory or managerial level.

• Demonstrated expertise in SBC, demand generation, digital health promotion, and consumer marketing.
• Strong knowledge of behavioral science, consumer insights, and integrated campaign design.
• Proven ability to manage government, donor, and private sector partnerships.
• Experience in brand management and/or market growth strategies (health or commercial sector).
• Excellent communication skills in English and Amharic, with strong facilitation and presentation abilities.
• Proficiency in MS Office applications and digital project management tools.
• Willingness to travel frequently within Ethiopia.

Core Competencies

• Strategic and analytical thinking
• Creativity and innovation in SBC and marketing design
• Partnership-building and stakeholder engagement
• Results-driven with strong attention to detail
• Ability to bridge public health objectives with market-driven approaches