| Description Working at the World Bank Group provides a unique opportunity for you to help our clients solve their greatest development challenges. The World Bank Group is one of the largest sources of funding and knowledge for developing countries; a unique global partnership of five institutions dedicated to ending extreme poverty, increasing shared prosperity and promoting sustainable development. With 189 member countries and more than 120 offices worldwide, we work with public and private sector partners, investing in groundbreaking projects and using data, research, and technology to develop solutions to the most urgent global challenges. Please visit www.worldbank.org.
External and Corporate Relations Vice-Presidency (ECR)
The mission of External and Corporate Relations (ECR) is to help deliver financial and political support for the World Bank Group, strengthen the Bank Group’s role as a global thought leader in development by enhancing and safeguarding its reputation, and supporting operational teams to achieve country outcomes. ECR manages corporate communications and global engagement with key stakeholders, including media, civil society, foundations, private sector, donor countries, and international organizations, as well as employee engagement. ECR also manages strategic communications for the World Bank’s Regions and Global Practices and leads the management of reputation risk.
ECR Communication & Content (ECRCM)
Communications and Marketing at the World Bank Group is a unified, strategic organization representing all areas of the institution. Its mission is to deliver world-class communications and marketing leadership—driving clarity, creativity, innovation, and impact across every audience and channel. Through compelling storytelling, global brand stewardship, and data-driven engagement, the team advances the Bank Group’s vision of creating a world free of poverty on a livable planet. Together, we shape the institution’s voice, strengthen trust and reputation, and connect the World Bank Group’s work to people and partners around the world. This role is responsible for shaping the World Bank Group’s brand identity and delivering memorable experiences that engage stakeholders. The Manager oversees Brand Strategy and Governance, Brand Creative, Experiential Marketing, and Thought Leadership/Tentpole Events. They ensure all communications reflect a consistent, compelling brand and that flagship events and activations strengthen the institution’s reputation and outreach.
Key Responsibilities:
• Brand Strategy & Governance: Develop and enforce a robust brand strategy that articulates the One World Bank Group identity, values, and visual standards. Implement brand governance to control how the brand is presented across all internal and external channels, maintaining consistency in messaging and design. Update and communicate brand guidelines and audit materials for adherence to those standards.
• Brand Creative: Lead the brand creative team in producing on-brand marketing materials, campaigns, and publications. Provide creative direction for visuals, videos, and messaging to ensure they align with the World Bank Group’s mission and resonate with target audiences. Innovate the brand’s visual storytelling while upholding a cohesive look and feel.
• Experiential Marketing: Create and execute immersive brand experiences–from global events and conferences to digital activations–that build strong emotional connections with stakeholders. Manage partnerships related to brand and experiential marketing (such as collaborations with NGOs, sponsors, or industry events). Negotiate and oversee external agencies, vendors, and creative partners in developing brand campaigns and experiences. Ensure these partnerships amplify the brand and adhere to governance standards.
• Thought Leadership and Tentpole Events: Coordinate with subject-matter experts across ECR and the institution to turn the World Bank Group’s thought leadership (including research, policy ideas, success stories) into compelling content for events and campaigns. Ensure flagship events and brand campaigns effectively communicate thought leadership themes, reinforcing the World Bank’s position as a leader in development discourse. Plan tentpole thought leadership events (e.g., annual meetings, forums) that showcase the Bank’s expertise and initiatives. This includes event concept development, interactive exhibits, speaker coordination, and audience engagement strategies to drive brand awareness and loyalty.
• Brand Performance & Insights: Monitor and analyze brand perception metrics and event success indicators (attendance, engagement, feedback). Use these insights to refine branding approaches and improve future experiential activities. Report on brand equity measures and recommend adjustments to strategy (for example, if certain narratives or visuals are not resonating).
Selection Criteria An advanced degree in communications, journalism, international relations, public affairs, or other related fields, and 12 to 15 years of substantial professional experience in positions of increasing complexity and responsibility. Proven track record of developing successful brand campaigns and managing large-scale events or activations. • Deep understanding of brand strategy and visual identity systems. Ability to provide strong creative direction and critique design, copy, and multimedia content. Experience maintaining brand consistency across a variety of channels and international contexts (brand governance experience is a plus). • Significant experience planning and executing events or experiential marketing programs. Knowledge of event production, logistics, and attendee engagement techniques (both in person and virtual). Able to create “wow” experiences that are on-message and on budget. • Strategic mindset to connect brand and experiential activities with broader organizational goals. Skilled at crafting messages that reinforce key narratives and at identifying the right moments (or events) to highlight the brand’s thought leadership. • Excellent project management skills, capable of juggling multiple events and campaigns simultaneously. Experience managing cross-functional teams and external agencies/vendors. Organized, detail-oriented, and able to meet deadlines under pressure. • Strong communication and interpersonal skills. Able to influence and collaborate with stakeholders at all levels–from creative staff to senior executives–to champion the brand vision. Comfortable representing the brand in partner negotiations and public forums. • Up-to-date on marketing and experiential trends (e.g., interactive technology at events, brand storytelling methods). Creative and innovative, always looking for fresh ideas to keep the brand relevant and engaging, while maintaining consistency and integrity. WBG Managerial Competencies
WBG Culture Attributes:
1. Sense of urgency: Anticipate and quickly respond to the needs of internal and external stakeholders.
2. Thoughtful risk-taking: Challenge the status quo and push boundaries to achieve greater impact.
3. Empowerment and accountability: Empower yourself and others to act and hold each other accountable for results. The World Bank Group values diversity and encourages all qualified candidates who are nationals of World Bank Group member countries to apply, regardless of gender, gender identity, religion, race, ethnicity, sexual orientation, or disability. Sub-Saharan African nationals, Caribbean nationals, and female candidates are strongly encouraged to apply. |
