1. Background and rationale
   1. Background

West Africa and the Sahel (WAS) is a livestock region that is home to a large herd of domestic ruminants, estimated in 2021 at 118.044 million cattle, 171.594 million sheep, 224.999 million goats and 14.399 million camels (FAOSTAT, 2023). This herd is unevenly distributed across the region, with most of it concentrated in Chad, Nigeria and Sahelian countries such as Niger, Mali, Burkina Faso, Senegal and Mauritania. This livestock is mainly raised according to pastoral and agropastoral livestock systems in the Sahelian countries and in the north of the coastal countries. In recent years, there has been an acceleration in the migration-flight transfer of herds from traditional livestock farming areas to the south of Sahelian countries and to the north and centre of coastal countries (Benin, Côte d'Ivoire, Ghana, Togo), due to the adverse effects of climate change and insecurity in the Liptako-Gourma regions (Burkina Faso,  Mali, Niger) and Lake Chad (Nigeria, Niger, Chad). This insecurity, which is spreading more and more to the north of the coastal countries (Benin, Togo, Côte d'Ivoire, Ghana), is marked by terrorist attacks, the occupation of livestock farming areas and the looting (theft) of livestock. It has also created disruptions in livestock systems, livestock markets, and transhumance and livestock marketing circuits.

The livestock subsector also contributes significantly to the regional economy, food and nutrition security, job creation and social cohesion. According to a study carried out in 2017 in 7 countries (Benin, Burkina Faso, Côte d'Ivoire, Mali, Niger, Nigeria, Chad), the average contribution of livestock to the gross domestic product (GDP) is about 12%. This average hides large disparities between Sahelian and coastal countries, with ranges of 13-20% and 2-6% respectively. In terms of agricultural GDP, the average contribution of the livestock subsector is estimated at 35%. The comparative analysis of the two (2) sub-areas (Sahelian and coastal) shows that the contribution of livestock to the agricultural GDP of coastal countries is lower than that observed at the level of Sahelian countries. Indeed, livestock farming contributes an average of 36% to the agricultural GDP of Sahelian countries compared to an average of 15% for coastal countries. In reality, this would be much higher if the value of animal traction and organic manure in integrated crop-livestock systems were taken into account. Livestock contributes 5 to 10% of the exports of the countries of the sub-region, particularly in Chad, Mali, Niger and Burkina Faso.

Thus, regional cross-border trade in livestock (cattle, sheep, goats) weighs very heavily in the trade balance of Sahelian countries. It often represents the second or third largest export by value, behind precious metals (gold, uranium), oil and cotton. Based on an exploitation rate of around 12% for cattle and 30% for small ruminants, the annual supply of livestock (number of animals sold for slaughter in the country or for export) is estimated at between 9.5 million cattle, 32.1 million sheep and 37 million goats for the 6 Sahelian countries combined. All these countries, with the exception of Senegal, whose ratio between ruminant and human populations is low compared to other Sahelian countries, largely cover their domestic demand. They export about 25% of their production to coastal countries, and more than half for Mauritania and Chad, i.e. 2.3 million cattle, 5.1 million sheep and 5.6 million goats. Animals with good physical condition are generally exported (bulls and oxen), while old and lean cull cows are destined only for the domestic market. These exports meet exclusively the demand of the coastal countries, namely Nigeria, Côte d'Ivoire, Ghana, Senegal and, to a lesser extent, Benin and Togo.

In addition, the AOS subregion is experiencing strong population growth and a massive rural exodus. According to the United Nations (2020), the population of West Africa is estimated at 402 million in 2020, with an estimated annual growth of 2.6%, at a rate of 2.86% for Sahelian countries and 2.43% for coastal countries. The urban population now represents 48% of the total population with an annual rate of urbanization of more than 4%. The West African population is expected to reach 516.6 million by 2030. Population growth and urbanization will lead to an increasing demand for animal products. Demand for meat is mainly met by domestic production and supplemented by imports, the value of which was estimated at $US 745 million for meat and meat products in 2020. A comparative prospective study of livestock product markets in different regions of Africa shows that by 2030-2050, beef imports will remain the largest in West, North and Central Africa.

In addition to the livestock sub-sector, the Swiss Cooperation has been supporting the development of professional farmers' organisations in West Africa and the Sahel for years through the Regional Support Programme for Farmers' Organisations (PRAOP).

Phase 3 of the Regional Support Programme for Farmers' Organisations (PRAOP3) is part of the consolidation of the achievements of two previous phases, all financed by the Swiss Cooperation and which have enabled the development and validation of strategies relating to the offensive for the promotion of local milk value chains and the employability of young people in the agrosilvopastoral and fisheries sector with their respective priority investment programmesfs.

Lasting 4 years (2022-2026), it specifically aims to improve access for young people (men and women) to decent and remunerative jobs in the agro-sylvo-pastoral and fisheries sectors, particularly local milk value chains. The implementation of this program has entered its phase of documentation and capitalization of achievements.

It is in this context that the Support Programme for the Marketing of Livestock in West Africa (PACBAO) was developed in 2017 by ECOWAS with the technical and financial support of the Swiss Cooperation (SDC) as part of the implementation of the regional agricultural policy, ECOWAP 2025. PACBAO aims to develop competitive, regional and inclusive livestock-meat value chains, by promoting West African pastoral and agropastoral livestock farming, integrating pastoralists and pastoralists (herdsmen) into these value chains under remunerative conditions, and satisfying the demand for meat from households in the region.

1. 2. Rationale

Despite its low productivity and the relative low competitiveness of its products, livestock farming contributes to the GDP of Sahelian countries and to the food and nutritional security of the populations of the sub-region remains very important. The livestock sub-sector is also a major source of employment, employing more than 50% of the population, especially women and young people, who are strongly involved in the various animal value chains. In view of its social, economic and strategic importance, West Africa has adopted community policies favourable to the development of livestock sectors.

In general, ECOWAS needs to improve the application of policy instruments that can ensure the competitiveness of agricultural products within the region and with third countries in order to allow for better marketing of the latter, particularly livestock and meat from the region. This would improve the services of private actors, including those gathered within the Confederation of National Federations of the Livestock and Meat Sector of West Africa (COFENABVI-AO).

At the ECOWAS level, issues related to livestock are mainly the responsibility of two major regional policies and their implementation instruments:

• the regional agricultural policy (ECOWAP/CAADP), integrating the livestock sub-sector, the trade policy, covering on the one hand the ECOWAS border policy with the Common External Tariff (CET) and the intra-community trade policy with the ECOWAS Trade Liberalization Scheme (SLEC), the Decision A.DEC.5/10/98 on the regulation of transhumance between ECOWAS Member States and the Regulation C/REG.3/11/03 on the implementation of the implementation of ECOWAS Decision A.DEC.5/10/98;
• and, recently, the regional strategy for the development of livestock and the securing of pastoral systems in West Africa adopted in July 2024.

Concerning the institutional framework for the implementation of ECOWAP, the Regional Agency for Agriculture and Food (ARAA), based in Lomé, was created by Regulation C/REG. 1/08/11. Its mandate is "to ensure the technical execution of regional investment programmes and plans contributing to the operationalization of ECOWAS' agricultural policy, relying on regional institutions, organizations and actors with proven skills". Launched on 27 September 2013, the ARAA ensures the implementation of several projects and programmes contributing to the operationalisation of the ECOWAS Regional Agricultural Policy.

The Swiss Cooperation supports the implementation of ECOWAP through, among other things, the financing of the Support Programme for the Marketing of Livestock in West Africa (PACBAO), the first phase of which was carried out from July 2018 to 30 June 2023.

In view of the main challenges faced by the livestock-meat sector in AOS, the first phase of the programme focused on improving policies, strengthening the capacities of private actors (COFENABVI-WA, in this case) and developing innovations in the following thematic areas: (1) intensifying the production of quality animals for slaughter, (2) modernizing the livestock and meat trade and,  (3) the strengthening of business links between the actors along the sector. At the end of implementation, it is noted that most of the initial challenges persist on the one hand, in particular the weak institutional and organizational capacities of private actors, the weakness of the governance of the livestock-meat sector, the need to continue to strengthen the institutional and operational capacities of ECOWAS for the implementation of policies and regulations in the field of livestock and particularly the livestock-meat sector. On the other hand, the challenges related to the increase in supply and the competitiveness of the sector are still relevant.

Thus, the second phase of the program (PACBAO 2), which will last 4 years, was built on the lessons learned from the first phase of implementation. It aims to facilitate/promote regional trade in livestock and meat along key export corridors in West Africa and the Sahel. Specifically, its implementation should contribute to: (i) improving regional livestock and meat trade along key corridors, (ii) improving the governance of regional livestock-meat value chains, (iii) producing and making available decision-support information on regional livestock and meat trade,  (iv) support the improvement and diversification of local meat products on the regional market and (v) support the strengthening of ECOWAS' operational capacities for the implementation of policies and regulations in the field of livestock and trade in local animal products.

The ARAA, which is responsible for the technical implementation on behalf of ECOWAS, has obtained the agreement of the partner for the recruitment of an "Individual Consultant, Expert in Communication, Marketing and Advocacy" with a view to setting up a regional coordination unit for the second phase of the PACBAO programme.

The justification for this position also takes into account the need to support communication/visibility and the valorization/dissemination of the achievements and capitalization products of the implementation of the Regional Support Program for Farmers' Organizations (PRAOP3), particularly those resulting from field projects.

These terms of reference describe the objectives of the mission, the tasks and responsibilities of the said consultant as well as the conditions and modalities of the recruitment of the Communication, Marketing and Advocacy Expert for the PACBAO-2 and PRAOP-3 Project.

2. Mission objectives

The Individual Consultant, Communication, Marketing and Advocacy Expert of the PACBAO-2 and PRAOP-3 Programme is placed under the hierarchical responsibility of the Executive Director of ARAA and the functional responsibility of the Head of the Technical Operations Division of ARAA. He/she will work closely with the ARAA Communications Department. He/She is mainly responsible for the design, implementation and optimization of the communication and marketing strategies of the PACBAO-2 and PRAOP-3 programs. The consultant will work to strengthen:

• the internal and external circulation of the actions and achievements of the programme;
• understanding and ownership of the programme by all stakeholders;
• the visibility of the technical and financial partners.

Although recruited on behalf of PACBAO-2, the consultant will also support the communication, capitalization and advocacy actions of the Regional Support Programme for Professional Farmers' Organizations (PRAOP-3) also funded by the Swiss Cooperation (SDC). The consultant will be particularly responsible for:

• Promote, enhance and disseminate the capitalization products of the implementation of PRAOP-3,
• Contribute to the production of advocacy notes on good practices from field projects.

3. Expected results

During the implementation phase, the Communication, Marketing and Advocacy Expert will carry out all the tasks presented in the tasks and responsibilities section below. He/She will play a key role in promoting the actions and creating a strong and engaging online presence of the PACBAO-2 Program in particular, as well as the promotion and enhancement of the PRAOP-3 capitalization activities and results. The expected results are as follows:

For PACBAO-2:

• A communication/visibility plan/manual developed, validated and implemented;
• The communication tools developed are adapted to different audiences;
• The actions and results are known in the region;
• The visibility of financial partners, in particular ECOWAS and the SDC, is ensured.

For the PRAOP-3

• The communication and promotion/dissemination tools developed are adapted to different audiences;
• Capitalisation products are valued and widely distributed;
• The visibility of financial partners, in particular ECOWAS and the SDC, is ensured.

4. Duties and Responsibilities

The main tasks and responsibilities for PACBAO-2 and PRAOP-3 can be summarized as follows:

With respect to PACBAO-2:

• Propose a communication and marketing plan/manual for the promotion of meat products in the region in support of the implementation of PACBAO 2, in consultation with the PACBAO 2 Regional Coordination Unit and the ARAA Communication Department;
• Design communication tools adapted to the various target audiences (technical sheets, brochures, videos, infographics);
• Design and develop communication and visibility tools, including digital tools;
• Identify and mobilize relevant communication channels (traditional media, social media, regional platforms);
• Implement awareness campaigns on the quality and traceability of meat products;
• Promote quality labels or regional brands for livestock and meat products,
• Maintain close relationships with stakeholders (producers, traders, public and private institutions);
• Write press releases and coordinate their dissemination to the media;
• Support the organization of events, fairs or exhibitions to highlight local meat products;
• Participate in regional and international forums related to the sector within the framework of the programme,
• Monitor trends and developments in the field of digital marketing, coming up with innovative ideas to continuously improve communication efforts,
• Support key players (breeders, traders, processors) in their marketing plans and activities;
• Ensure the visibility of technical and financial partners, in particular the Swiss Cooperation, in all communication actions;
• Implement indicators to measure the effects/impact of communication initiatives;
• Perform any other duties assigned to him or her by the ARAA.

With regard to PRAOP-3:

It will essentially be a question of supporting the capitalization and enhancement of the achievements of the implementation of the program.

• Promote the achievements of PRAOP-3, particularly those resulting from field projects;
• Design and develop appropriate communication and promotion tools (video clips, technical sheets, information notes, notes to decision-makers, knowledge products);
• Implement targeted communication actions to promote the results, impacts and lessons learned of the Programme;
• Support the production and systematic dissemination of capitalization notes and other knowledge products (notes to policymakers, audio-visual materials, position papers) to strengthen influence on public policies;
• Identify and mobilize relevant dissemination channels (institutional platforms, media, professional social networks, ECOWAS regional channels);
• Ensure the visibility of technical and financial partners, in particular the Swiss Cooperation, in all communication actions;
• Perform any other duties assigned to him or her by the ARAA.

As part of the overall mission of the Senior Expert in Communication, Marketing and Advocacy on the two projects, it will be a question of identifying good practices and deploying communication actions, particularly on the results, impacts and lessons learned, through the systematic dissemination of capitalization notes, audiovisual capsules and knowledge products on institutional information and communication platforms,  professional social networks and regional channels of ECOWAS and industry stakeholders. While taking into account the visibility of the Swiss Cooperation, communication will have to be targeted according to the public (decision-makers, technical services, inter-professions, producers, private sector) and backed by advocacy materials (notes to decision-makers, video clips, capitalization notes) in order to strengthen the appropriation of achievements and influence on national and regional public policies.

5. Candidate Profile
   1. Education

• University degree (at least Bac +4/5) in communication, marketing, business management, or any other relevant field;
• 2. Professional experience
• Minimum 10 years of experience in communication and advocacy of regional (multi-country) projects, preferably in the agricultural or food sector, marketing of livestock or meat products, youth employability in the ASPH sector;
• Proven experience in designing and implementing large-scale communication campaigns;
• Experience in the promotion of agri-food or meat products would be a plus;
• Good knowledge of market dynamics in West Africa;
• Proficiency in digital communication tools and social media;
• Ability to develop strategies adapted to a regional and multicultural context;
• Excellent writing skills, in French and English;
• Ability to work with diverse actors (governments, private sector, regional professional organizations);
• Proven experience of working with intergovernmental organizations, including ECOWAS, UEMOA, CILSS and CORAF;
• Have a very good knowledge of regional professional umbrella organizations: ROPPA, APESS, RBM, COFENABVI, etc. ;
• Ability to work with thematic experts (livestock, pastoralism, food security and resilience);
• Experience in strategic communications, advocacy and stakeholder engagement as well as regional (multi-country) program communications;
• Excellent interpersonal communication and ability to negotiate with different stakeholders;
• Spirit of innovation and creativity to develop effective approaches;
• Strong ability to adapt and work in a team in multicultural environments;
• Have a high level of familiarity with the international or regional work environment;
• Have a good knowledge of the main donors (TFPs) supporting the ASPH sector in West Africa.
  3. Expected skills
• Mastery of digital tools;
• In-depth knowledge of social media;
• Strong analytical skills to evaluate campaign performance and recommend improvements;
• Proficiency in online communication/marketing tools and platforms;
• Excellent written and verbal communication skills in French and English;
• Ability to work independently, manage multiple projects at the same time, and meet deadlines;
• Have a great ability to synthesize;
• Computer graphics and photography skills are an asset.
  4. Qualifications
• Good command of one of the three ECOWAS working languages (English, French, Portuguese) is required;
• Fluency in at least two of the official languages of ECOWAS is an asset,
• Have a general knowledge of the agricultural/livestock sector of the West African and Sahelian region;
• Have a good knowledge of ECOWAS and the institutions of the Community;
• Sense of contact;
• Good communicator;
• Organizational skills;
• Recognized for his or her creativity and sense of teamwork;
• Ability to work cross-functionally with multiple interlocutors;
• Excellent remote work skills;
• Very good writing, synthesis and analytical skills;
• Strong interest in development issues in West Africa and in the marketing of agro-sylvo-pastoral and fishery products (networking, business partnership, support and advisory services, etc.).

6. Location, duration and start of the mission

The consultant will be based in Lomé, Togo, at the headquarters of the Regional Agency for Agriculture and Food.

The duration of the mission is one (01) year, renewable each year following a satisfactory evaluation and the availability of funding.

7. Selection Process

The consultant will be selected in accordance with the method of selecting individual consultants outlined in the ECOWAS "Public Procurement Code".

An interview session will be held with a short list of the best shortlisted candidates. The best candidate at the end of the interview will be selected for contract negotiations  . Only shortlisted candidates will be contacted.

8. Constitution and submission of candidacy files

The application file submitted must consist of:

• A signed letter of interest, indicating the availability period ;
• A recent and signed curriculum vitae detailing professional experience and similar assignments;
• Three professional references (first and last name, current and previous positions, email address and telephone number);
• Certified copy of the highest degree in the field concerned;
• Copies of the certificates of employment or service mentioned in the CV.

All documents must be grouped together in a single file in PDF format (mandatory mention) with the following mention: "CANDIDATE NAME–Communication Expert-SCI016-2026".

9. Submission of applications

Applications are received no later than July 09, 2026 at 23:59 GMT, by downloading through the following link: https://bit.ly/4uQEVdF

10. Request for further information

Interested consultants can obtain further information by writing to the following e-mail addresses:procurement@araa.org cc: ctienon@araa.org; awaki@araa.org with the subject "Communication Expert-SCI016-2026".

The ARAA reserves the right not to follow up on this call for applications.