Good Growth Entrepreneur-in-Residence: Insightful Campaigns
Location: Remote (Asia-Pacific time zones preferred given stakeholder locations)
Support: Seed Grant (potential for full-time based on funding)
Project: Insight-full Campaigns / Research-to-Campaigns (Movement Intelligence)
The Opportunity
Good Growth is seeking an Entrepreneur-in-Residence (EIR) to lead the next stage of our Insight-full Campaigns project, a service designed to bridge the gap between academic research and on-the-ground advocacy in Asia.
Currently, many organizations in the region struggle to access reliable local consumer data for message testing or lack the capacity to interpret campaign analytics. This leads to campaigns based on guesswork rather than evidence. To solve this, we piloted a "Research-to-Campaigns" model that integrates consumer insights into digital campaign design. An initial real-world pilot with a partnering organization demonstrated a 24% increase in conversion rates and a 29% lower cost per lead (CPL) compared to existing messaging.
We are now looking for a lead to move this project from a successful proof-of-concept into a scalable service or tool that can systematically improve digital campaign performance for humane food systems across Asia.
Role Overview
As the EIR for Insight-full Campaigns, you will act as the Product/Service Owner and Campaign Strategist. You will bridge the gap between research producers, technical execution partners, and local advocacy organizations. Your goal is to help define and develop a sustainable model, whether a lightweight service, a volunteer-supported testing lab, or a training curriculum that allows organizations to optimize their ad spend and impact.
Timeline & Key Responsibilities
Month 1: Review & Partnership Setup
- Onboarding & Analysis: Deep dive into the related research, historical context, and results of the Vietnam pilot campaign to understand how data-driven messaging improved engagement.
- Partner Acquisition: Work with interested partner organizations to scope a second pilot to test the replicability of the model.
Months 2–3: Execution & Testing (The "Second Pilot")
- Campaign Management: Oversee the development and deployment of the second pilot campaign. This involves coordinating with technical partners to set up A/B tests on digital channels.
- Impact Reporting: Produce a final report demonstrating the ROI of research-informed campaigning (e.g., "cost per animal saved" or "leads generated") to secure further funding or adoption by major movement builders.
Months 4–6: Possible Ideas for Scaling (TBD Internally and w/ EIR)
- Playbook Creation: Document success factors (messengers, channels, cultural frames) into a "contextual onboarding kit" or playbook for future organizations entering Asian markets.
- Curriculum Development: Explore the creation of a practical training curriculum or "Campaign Canvas" for advocates to more practically utilize.
- Service Modeling: Define the long-term operating model. Should this exist as a consultancy service, a volunteer-run "lab," or an automated tool?
- Research Synthesis: Work with the research team to convert and centralize ongoing consumer insights from Good Growths Consultancy side, for sharing with interested parties to help them increase campaign effectiveness.
Who You Are
- The Marketer: You understand digital advocacy funnels, A/B testing, and metrics like CTR and CPL. You know why a campaign succeeds or fails on Meta/Google.
- The Translator: You can take dense consumer research (e.g., "barriers to plant-based adoption") and translate it into a compelling creative brief for a social media campaign.
- The Operator: You can manage projects with multiple stakeholders (researchers, tech vendors, NGO leaders, etc. ) keeping everyone aligned on timelines and deliverables.
- The Strategist: You are interested in the "meta" level of the movement. You want to build infrastructure that helps other organizations succeed, rather than just running one-off campaigns.
Why This Matters
- Efficiency: By optimizing cost-per-lead, you ensure that limited movement funds are spent on strategies that actually work.
- Effectiveness: You will prove that evidence-based messaging creates higher conversion rates (+24% in our first test), moving advocates away from intuition-based advocacy.
- Capacity Building: You are building a "lab" service that will allow smaller, local organizations to access sophisticated testing tools they could not afford on their own.