International Rescue Committee 

Developing an Insight-Driven Roadmap for Audience & Market Expansion for the International Rescue Committee (IRC)

(Digital Strategy & Audience Insight)

I led audience insight and a centralised media expansion within the IRC’s 2022 Global Digital Strategy, which is now being enacted. I advised the organisation on a 3Y market and audience expansion strategy, strategically planning and prioritising the deployment of activity in four languages across 20+ countries.

My role on this project was one of audience insight and prioritisation. Through exhaustive analysis I defined target audiences the IRC should expand into and scaled the size of opportunity across paid media by country and language. An additional matrix that considered varying factors from GDP, to social conversational volumes, to legal complexity for market entry, aided the ultimate 3-year expansion framework, which is currently being rolled out.