Position Description

Marketing and Branding Specialist Volunteer
Location Dominican Republic
Department Programs
Employment Type Volunteer
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About the International Executive Service Corps (IESC)

IESC –International Executive Service Corps – is a U.S.-based nonprofit that seeks private enterprise solutions to problems of poverty in developing countries and around the world. By providing a mix of technical assistance and volunteer expert support, IESC works with emerging industries, financial institutions, and governments to stabilize economic environments, increase opportunity, and promote growth. 

The Exporting Quality (EQ) Program is implemented in the Dominican Republic and of four years of duration. It works with five value chains, pineapple, cocoa, avocados, greenhouse and Asian vegetables, and takes a “field to fork” approach, providing technical assistance all along the value chain, including producers, packinghouses, and exporters.

 

General Objective

Assist Dominican businesses from the fresh produce and the agro industry with their specific branding, marking and labeling strategy.

 

Background

Several Dominican fresh produce, such as pineapple, tropical avocado or hot pepper, are positioned or have the potential to position themselves in the premium segment of European markets. The DR needs to invest more in promotion and take advantage of the advertising space on the shipping boxes.

Many other companies, belonging to one of the program’s five value chains, commercialize value-added products for the local or international market. In some cases, it is recommended that companies make improvements in areas of branding, labelling, packaging, and marketing in order to gain market shares. 

The volunteer will work closely with the program’s local creative consultant to create or improve agro-industrial businesses’ branding, carton design, packaging, and/or labeling. The volunteer will have experience in marketing, market strategies, and consumer behavior, while the local creative will have experience in advertising, marketing, visual perception (meaning of graphics, color, design, shapes), graphic communication, etc.

The volunteer will focus on identifying the messages and key ideas to communicate and the local creative will be in charge of expressing them through graphic design.

 

Detailed responsibilities

Together with the local consultant, give at least 3 trainings on:

  • Fundamentals of marketing and the newest techniques and approaches for fresh produce or/and added-value products;

  • Market expectations regarding packaging, labeling and branding in US and Europe; and,

  • Marketing tips to position fresh produce on the international markets.

     

    Generic boxes graphic design:

  • Conduct a rapid assessment of the current graphic design used in generic boxes to ship avocados, Jamaican peppers, and long beans;

  • Meet with exporters of avocados, hot peppers, and long beans to sensitize them on product presentation, marketing, and to agree on new graphic design for generic shipping boxes;

  • Work closely with the local creative consultant to create a generic graphic design for generic shipping boxes of:

    • Tropical avocados (for the premium market in the EU),

    • Thai chili (for the premium market in the EU)

    • Long beans (for the ethnic market in the US)

 

Give assistance to EQ’s beneficiaries on their branding, marketing, and labeling strategies:

During the trip

  • Meet with each beneficiary, assess their current corporate identity, branding, box design, labeling, marketing, etc. and make suggestions according to current international trends in the agro-industry. Agree with the beneficiaries on new branding key messages and elements; and,

  • Assist EQ’s local creative consultant to create new branding for each beneficiary.

After the trip

  • Follow up (by email or Skype) with the EQ local creative consultant regarding final contents.

Qualifications

  • Educational background in the agricultural and marketing sectors;
  • Experience in marketing and graphic communication for food products;
  • Experience with international food safety, quality, and security standards;
  • Previous experience in group trainings;
  • Knowledge of the European market for fresh products required; and,
  • Bilingual English/Spanish speaker required.

Expert Support

IESC provides comprehensive support to experts before, during, and after the anticipated assignment in Dominican Republic. Support to include:

  • All travel and logistics arrangements and costs to be provided by IESC including airfare, visas, medical examination, medevac and emergency travel insurance, and transit expenses;
  • Project management and oversight from the home office in Washington, DC;
  • All accommodation, transport, meals, and incidental expenses throughout the duration of the assignment in Dominican Republic;
  • Follow up and administrative support for the production and dissemination of the final report and deliverables for the project.