AI, Digital & Media Analyst (m/f/x)

CONTEXT

Communication plays a crucial role in supporting MSF’s operations and patients, by giving visibility to healthcare crisis and emergencies, increasing access, supporting advocacy efforts, responding to incidents, and by financing MSF’s activities. MSF relies on communication experts worldwide to ensure impactful communications.

Within MSF Belgium, the Communication and Fundraising department groups together MSF’s communication and fundraising activities in Belgium, as well as operational communication activities in the countries where MSF carries out its actions. The COMBO (Communication for Brussels Operations) Unit is a multidisciplinary team of communication, audio-visual and digital professionals that provides high level communication support to MSF OCB operations (Operational Center Brussels). Our unit’s main tasks are to advise on and develop communications strategies and public positioning initiatives in specific contexts and to support the field teams with communication productions and day-to-day activities.

Understanding the performance of MSF communications is key to know the impact for the work we do. With MSF’s growth, a gap has emerged between strategy, content production and content dissemination. Content producers in charge of collecting stories have little knowledge on how these stories performed and if they managed to reach the audiences they had in mind.

To reduce this information gap, as the AI, Digital & Media Analyst you will build the business case for a communication performance assessment initiative, integrating Artificial Intelligence (AI), Natural Language Processing (NLP) and Large Language Models (LLM). You will assess how MSF currently evaluates performance data to see how the audiences received the content, allowing content distributors to make evidence-based decisions on their strategies and tactics to reach their audiences and build digital communities.

You will also map external solutions – within and outside the sector – and propose a roadmap with concrete steps and recommendations based on the findings, in the shape of a business case.

The objective is to enhance the effectiveness and inclusivity of MSF’s communication strategies by evaluating and optimizing content performance globally, with the utilization of AI, NLP and LLM technologies to automate the content identification process and use it to identify content across languages and formats (copywriting, images, video).

You will work within the Digital Unit, part of the MSF OCB Combo team, and report to the Digital Strategist.

MAIN RESPONSIBILITIES

Communication Performance Assessment Project management (80%)

• Build the business case for the Communication Performance Initiative
• Assess current tracking of MSF communication initiatives
  • Collect and analyse data to evaluate the existing methods of tracking the performance of MSF communication initiatives globally, including social media and mainstream media
  • Conduct a comprehensive assessment to have a thorough understanding of the challenges and potential opportunities
  • Produce a report and presentation of the current tracking methods, processes and tools
• Explore external solutions within and outside the sector
  • Scan existing methods of other organizations within and outside the sector on how they are tracking the performance of their communications
  • Document and present findings with recommendations
• Propose a roadmap for measuring the performance of MSF communications
  Propose several options for implementation of different solutions based on the assessment, explaining for each one proposed: costs and benefits, assumptions, risks and opportunities, and an implementation plan. Conclude with the preferred recommendation
• Stakeholder Management
  • Utilise Agile principles to manage project timelines, prioritize tasks, and adapt to changing requirements effectively
  • Provide stakeholders with sufficient, accurate information to enable timely data-driven decision making
  • Prepare regular updates to relevant stakeholders, fostering transparency and accountability
  • Manage, document and mitigate project risks
  • Allocates project resources with the support of the Digital Strategist

Crisis communications and emergencies support (20%)

On ad hoc basis and when needed:

• Collaborate on crisis comms situations mainly on digital listening, social media guidance and social media monitoring using the latest industry tools
• Ensure online monitoring using Talkwalker, Google Alerts, Crowdtangle, and other relevant expert analysis tools during crises and emergencies, with the support of MSF network

It is an indicative list of the key responsibilities of this role but is by no means exhaustive. MSF is an emergency organisation and a ‘Can do attitude and flexibility to take on other related tasks is essential. 

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