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Terms Of Reference (TORs)
Marketing Specialist
Rationale for hiring a Marketing Specialist for the RANG Project
The RANG project operates in an area which has already been developed by other
organizations in terms of community mobilization. However, in all 10 districts of South
Punjab and Sindh, the initiatives have fallen short in the area of livelihood enhancement,
particularly in those regions that have suffered either natural disasters or conflict. Therefore
the operations focus on working with artisans in the project area to manage the entire craft
value-chain, but to provide specific focus on product development and design as well as
major attention paid to ensuring market access, demand creation and increased sales of
artisanal products
This project will be working with the artisans to help them in marketing their products by
linking them with mainstream buyers. This project will be working to precisely target these
several mismatches and work with the artisans (especially women) to create contemporary
products for the mainstream markets. It is expected that the setting up artisan clusters would
initiate a chain reaction for the development of ancillary micro industries and generate
employment to complement and support the establishment of artisan clusters.
BASIC REQUIREMENTS
A “Marketing Specialist” is sought with proven experience in preparation of marketing
strategies, brand management & advertising. This role will be taking the lead role along with
Design team and marketing firm to promote hand-made traditional art and culture of
Pakistani Artisans. The individual will be responsible for managing its committed outputs in
a quality and timely manner, while assuming sole responsibility for the conceptualization and
preparing plans for artisans products utilization on RANGs generic and customized product
lines.
TASKS AND RESPONSIBILITIES
1
To understand the Indus Heritage Trust`s vision and be responsible for the marketing
of all product lines developed under RANG as well as pursuing linkages with
corporate and other buyers for such purposes
2
To work with the Project Management Team and Design Studio to assess and
implement RANGs marketing requirements
3
Undertake a comprehensive market analysis to study existing market segments for the
design of specific product lines responding to each segment. In particular, develop an
understanding of the low, medium and high end markets that will result in the
development of category A, B and C product lines to facilitate enhancement of artisan
incomes
4
Reporting to the Project Director, work in close consultation with the RANG
Marketing Consultants to provide guidance on the development of the Three Year
Marketing Plan which will take into account setting up of a Marketing Operation and
finalizing a Marketing Strategy based on RANGs market segmentation and product
segmentation
5
Work with the RANG Marketing Consultant to:
a. Create a Marketing Plan that takes into account the entire marketing mix (product,
price, positioning, promotion, merchandising and placement/distribution) to
maximize the benefit to the artisan;
b. Set up a Marketing Operation with services available for outsourcing/collaborations
to, to implement the Marketing Plan at the local, national, regional and international
levels so as to maximize market reach for the artisan’s produce;
c. Create a Marketing Calendar for annual and periodic events and activities over 3
years;
d. Create promotional materials/services and facilitate translations if required;
e. Accumulate market intelligence and statistical data.
6
Remain vigilant and provide oversight to the RANG Marketing Firm to ensure that the
IHT vision and mission remains uncompromised through all marketing related efforts
7
Liaise with external consultants/services as required for marketing and promotion
Work out a complete supply chain process, production process and distribution process to
facilitate and leverage the marketing and sales of RANG product lines
Qualifications and Skills Required:
1
2
3
A Master degree in disciplines such as Business Management, Marketing,
Economics, Communications or Development Management with at least two years
of work experience in the field of business or working for an NGO.
Proven track record of at least two years in the field of commerce, NGOs or micro
enterprise development by working directly with market dynamics and
communications.
The Marketing Officer will need to demonstrate a high level of written and oral
communications skills in English and Urdu.
Proficiency in using computer applications (word processing, spread-sheet, presentations,
project planning, e-mail, graphics, social media networking etc.)
Salary and Benefits
Market competitive salary (lump-sum with no other benefits) based on qualification and
experience will be offered. Appointment will initially be for 1 year extendable up to 3 years
based on satisfactory performance.