Consultant: B2B/B2C Marketing strengthening and commercial acceleration plan

Please note that the deadline is based on Korean Standard Time Zone (KST, UTC+9)

INTRODUCTION TO GGGI

The Global Green Growth Institute (GGGI) is a treaty-based international, inter-governmental organization dedicated to supporting and promoting strong, inclusive and sustainable economic growth in developing countries and emerging economies. To learn more please visit about GGGI web page. 

GENERAL INFORMATION

• Project: CO048 Antioquia BioCompetitiva

• Output: CO048-E2-1

• Duty Station:Copacabana, Antioquia(Colombia)

• Contract Duration: October 2026 – March 2027

• Number of Workdays Estimated (internal purpose only):16 workdays

• Contract Type: Deliverable based

• Consultant Level: L3

• Total Fees: USD 2,300 ($ 143.75 per-day)

 

PROJECT BACKGROUND

GGGI works in partnership with countries around the world to strengthen their capacity and advance green growth policies and investments that can positively impact the lives of millions of people. The organization collaborates with national governments, multilateral institutions, public agencies, and the private sector to support the development of economies that are robust, resource-efficient, low-carbon, and resilient to climate change.

GGGI implements a diverse portfolio of programs across developing countries. Through these in-country initiatives, complemented by global products and services, the organization delivers results through an integrated approach that combines evidence-based policy planning, technical assistance, and investment facilitation, aligned with national development priorities. GGGI also promotes knowledge generation and management activities that strengthen the theoretical and empirical foundations of green growth, provide practical guidance for policymakers, and help create enabling conditions for both public and private green investments.

In Colombia, GGGI has been working closely with the national government since 2014 to advance green growth policies and investments. The organization has established strategic partnerships with institutions such as the Ministry of Environment and Sustainable Development, the Ministry of Agriculture and Rural Development, the Ministry of Finance and Public Credit, and the National Planning Department (DNP), among others.

Within the framework of the UK PACT (Partnering for Accelerated Climate Transitions) Bio Rural Project (2024–2027), the Global Green Growth Institute (GGGI), the Government of Antioquia, and the Caja de Compensación Familiar de Antioquia – COMFAMA signed a Special Cooperation Agreement to implement the initiative "Antioquia BioCompetitiva." The project seeks to accelerate the scaling of innovative bioeconomy solutions in the Department of Antioquia through two strategic components: (I) promoting knowledge transfer and capacity-building processes, with a focus on circular bioeconomy and the internationalization of bioproducts; and (II) strengthening productive, technological, and commercial capacities within the department through an integrated value-chain development approach.

Under the second component, three calls for proposals will be implemented to accelerate the development of the bioeconomy ecosystem while strengthening strategic value chains in the department. These calls include:

1. Bioeconomy acceleration support for microenterprises affiliated with COMFAMA.

2. Investment scaling support for four companies linked to bioeconomy value chains.

3. MAPBIO Antioquia Edition.

 

Through the Investment scaling support call, four companies were selected to receive specialized acceleration support based on the innovation potential, environmental impact, and market opportunities of their bio-based products:

 

Company	Bioproduct	Sector	Product Category	Location
Agroexport Hass S.A.	Residual avocado biomass (seed, pulp, and pomace) for sustainable industrial uses.	Agricultural	Functional Ingredients	Guarne
AGROINSUMOS VILLACLARA S.A.S	Agricultural bio-inputs and sustainable solutions for the agricultural sector.	Agricultural	Agricultural bio-inputs	Entrerríos
Agrovizcaya - AGROCULTURA	Bio-factory oriented toward circular bioeconomy and ecological restoration.	Agricultural	Agricultural bio-inputs	Fredonia
Asoprosaycu - Asociación de productores de sacha inchi.	Transformation and commercialization of cocoa and sacha inchi.	Functional Foods	Planting and transformation of sacha inchi and cocoa	Chigorodó
Conservas de La Región ZOMAC S.A.	Production and commercialization of agricultural products and coconut derivatives.	Functional Foods	Natural food ingredients	Apartadó
Industrias Alimenticias Gosén SAS	Natural ingredients for food.	Functional Foods	Natural food ingredients	Envigado
Junna Biohabitat SAS BIC	Guadua bamboo for sustainable construction.	Agricultural	Biomaterials	San Rafael
SapiaBio Sas	Environmental advisory and consulting services.	Agricultural	Biomaterials	San Pedro de los Milagros
TEJIPAZ SAS BIC	Agroecological products such as specialty coffee.	Health	Natural food ingredients	Medellín
Astrolab-Biotecnología S.A.S.	Precision nutrition, specialized in microbiome analysis.	Functional Foods	Functional foods / nutraceuticals	Medellín
ASOFRUSAT - Asociación de Fruticultores.	Pulps, nectars, and jams made from fruits.	Agricultural	Agricultural bio-inputs	Sopetrán
Lácteos Susy	Sustainable transformation of bovine milk into premium dairy derivatives with high added value.	Agricultural	Functional foods / nutraceuticals	San Pedro de los Milagros
Bioingred Tech S.A.S.	Bio-emulsions based on cocoa, coconut, and coffee for the hair cosmetics market.	Functional Foods and Cosmetics	Functional Ingredients	Itagüí
BIOTROPICAL S.A.	Agricultural bio-inputs based on a mixture of fruits along with active ingredients (Trichoderma harzianum and Beauveria bassiana fungi).	Agricultural	Agricultural bio-inputs	Copacabana

 

OBJECTIVES OF THE ASSIGNMENT

The objective of this consultancy is to implement of an integrated B2B/B2C marketing strengthening and commercial acceleration plan for Biotropical's BioTrichum product under guidance of the GGGI Colombia team — encompassing the implementation of the commercial and digital diagnostic, a high-conversion B2B landing page, an AI-assisted multimedia content kit, and the alignment of digital advertising campaigns (Meta Ads Manager and Google Ads) — overseeing the quality and consistency of each component, incorporating the technical inputs provided by Biotropical, and transferring the resulting digital assets, tools, and knowledge so that Biotropical can manage its digital commercial channels autonomously and streamline the methodology across other products in its portfolio.

 

DELIVERABLES AND PAYMENT SCHEDULE

Under the overall supervision of the GGGI Colombia team, and in direct coordination with the beneficiary company, Biotropical, the Consultant will provide marketing, communications, and support, consolidated for monitoring and payment purposes into three (3) deliverable packages. The assignment includes, the following activities:

 

1. Work plan and methodology: A detailed work plan incorporating the consultancy methodology, implementation schedule, information requirements, and data collection process.  This deliverable must include the basic implementation plan for a B2B/B2C digital acquisition campaign ecosystem and commercial acceleration.

 

2. B2B/B2C digital acquisition campaign ecosystem and commercial acceleration

• Basic B2B/B2C marketing and commercial acceleration plan: review of Biotropical's current commercial and digital situation; alignment of B2B and B2C segments with commercial potential and their target audiences; review of commercial opportunities and potential markets; optimization of acquisition, follow-up, and conversion routes and of priority digital channels; supporting the execution of demand-generation and opportunity-recovery actions, alongside repurchase, cross-selling, and client-development strategies by deploying automated triggers and workflows; and assisting in the operational deployment of a commercial acceleration process for BioTrichum, articulated through the synchronized rollout of the landing page, content, campaign, and WhatsApp components described below.

• High-conversion B2B landing page: support the design, development and implementation of a responsive B2B and technical landing page for BioTrichum (optimized for desktop, tablet, and mobile devices), including an integrated dosage calculator, a technical data-sheet download section, a sample-request form, a WhatsApp contact button, links to social media channels, strategically placed calls to action, connection to Biotropical's existing website, and basic tracking alignment.

• AI-Assisted multimedia content kit: assisting in thedevelopment and editing of three (3) technical videos supported by artificial-intelligence tools, one (1) brand-voice/sound piece of up to 30 seconds, and ten (10) promotional images, each aligned in coordination with Biotropical regarding objective, audience, context, copy, and required scenes and images, and adapted to the 1:1, 4:5, and 9:16 formats.

• Digital campaign alignment and knowledge transfer: Reviewing and configuring of Biotropical's advertising accounts and assets in Meta Ads Manager and Google Ads, prioritizing the B2B market; initial management of campaigns and audiences and basic tracking alignment; and knowledge transfer to the Biotropical team through a practical explanation of the processes used, hands-on training on campaign administration and coordination on the interpretation of results, in addition to three (3) recorded training sessions for future reference.

• B2B Digital acquisition campaign: management, alignment, and preparation for launch of a Meta Ads commercial campaign using the assets developed under this consultancy, including audience and segmentation alignment, distribution of the advertising budget, use of the developed content, implementation of calls to action, campaign tracking, and routing toward the BioTrichum landing page and WhatsApp; and hands-on training for the Biotropical team on the process and set-up of the campaign.

3. Final report: The final deliverable shall include

a) High-Conversion B2B landing page: BioTrichum landing page implemented, integrated with existing commercial channels, and ready for operation;

b) AI-Assisted multimedia content kit: technical videos, brand voice/sound piece, and promotional concepts delivered;

c) Digital campaign alignment and knowledge transfer;

d) One (1) integrated Meta & Google Ads B2B commercial campaign configured and ready for activation, subject to Biotropical’s approval.;

e) Consolidation of digital assets, documentation, and training recordings; final knowledge transfer and closure of the consultancy.

 

Out of scope

The following are not part of the scope of this consultancy, unless separately assessed, quoted, and expressly approved by GGGI:

• Guarantee of sales results, closed deals, campaign performance, or specific return on advertising investment; the consultancy delivers a methodology, digital assets, and capacity-building, not guaranteed commercial results.

• Regulatory procedures, registrations, or filings for products before the Colombian Agricultural Institute (ICA) or other authorities.

• If photography, technical data sheets, dosage-calculator source files, branding assets, and other source materials that are not provided by Biotropical in a timely manner; the corresponding milestone dates may shift proportionally where delays in the provision of required inputs, access credentials, or approvals are attributable to Biotropical, without this being considered a breach of the schedule by the Consultant, such delays and adjustments shall be documented and agreed in writing with the GGGI Contract Supervisor.

• Ongoing management of the digital advertising budget and campaigns after the consultancy's closure, which will be the responsibility of Biotropical, supported by the methodology, assets, and training transferred during the engagement.

 

Deliverables, timeline, and payments:

#	Deliverable	Description	Target Completion Date	%	USD
1	Work plan and methodology	A detailed work plan incorporating the consultancy methodology, implementation schedule, information requirements, and data collection process.  This deliverable must include the basic implementation plan for a B2B/B2C digital acquisition campaign ecosystem and commercial acceleration.	Within two (2) weeks after the start of the contract	20%	460
2	B2B/B2C digital acquisition campaign ecosystem and commercial acceleration	Report including: Basic B2B/B2C marketing and commercial acceleration plan High-conversion B2B landing page AI-Assisted multimedia content kit Digital campaign alignment and knowledge transfer B2B Digital acquisition campaign	Within two (2) months after the start of the contract	40%	920
3	Final report	The final deliverable shall include: a)     High-Conversion B2B landing page: BioTrichum landing page implemented, integrated with existing commercial channels, and ready for operation; b)     AI-Assisted multimedia content kit: technical videos, brand voice/sound piece, and promotional concepts delivered; c)     Digital campaign alignment and knowledge transfer; d)     One (1) integrated Meta & Google Ads B2B commercial campaign configured and ready for activation, subject to Biotropical’s approval.; e)     Consolidation of digital assets, documentation, and training recordings; final knowledge transfer and closure of the consultancy.	Within five (5) months after the start of the contract	40%	920

 

Cross-Cutting Approach

• Integrate principles of innovation, sustainability, functionality, and scalability into all marketing and commercial strengthening.

• Ensure that all technical documentation complies with the requirements established by the Colombian Superintendence of Industry and Commerce (SIC) for intellectual property protection.

• Maintain close coordination with the beneficiary, the Antioquia BioCompetitiva initiative, GGGI, and other relevant stakeholders to ensure the consistency and quality of the consultancy outputs.

 

REPORTING ARRANGEMENTS

The consultancy will report to the Bioeconomy Associate at GGGI Colombia, who is the contract supervisor and responsible for the formal acceptance of deliverables, following technical validation and acceptance by Biotropical (Ideas Biológicas S.A.S.) the beneficiary company in the Comfama corporate scaling call. The consultant's work progress will be monitored primarily through periodic review meetings for planning and weekly short face-to-face (or virtual) meetings for prioritizing activities, all of that previous consensus with the Contract Supervisor. In this review, meetings will tackle subjects such as the overview of the contractual objectives, the development of activities, detailed information milestones, actual achievements made against the timeline initially set, and any other relevant progress details.

All deliverables will be produced in Spanish, by GGGI's formatting requirements, and submitted with proof of editable file back-up (e.g., .docx, .pptx) in the GGGI SharePoint system. Where relevant, the consultant shall also provide raw data sets, research materials, and meeting notes related to the contractual objective.

 

EXPERTISE REQUIRED

Profile

• (MANDATORY) Must be a Colombian citizen or a foreign national holding a valid work permit or visa to provide professional services in Colombia.

• (MANDATORY) Bachelor’s degree in Corporate Communication, Public Relations, Marketing, International Business, or a closely related field.

• (MANDATORY) Master's degree  in Marketing, Digital Marketing, Communications, Management, Business Administration, or related fields.

• (MANDATORY) At least five (5) years of demonstrated professional experience managing integrated digital marketing and commercial acceleration processes.

• (MANDATORY) Hands-on experience managing paid digital advertising accounts and campaigns on Meta Ads Manager and Google Ads, including account coordination, audience alignment, and performance tracking.

• (MANDATORY) Experience overseeing the implementation of commercial landing pages and digital content (video, graphic, and audio assets), including the use of AI-assisted content-production tools.

• (DESIRABLE): Experience coordinating practical, hands-on training and knowledge transfer to client teams on the processes of digital marketing tools and platforms.

• (DESIRABLE): Prior experience supporting the agricultural, agroindustrial, or floriculture sector, or coordinating processes for technical/B2B products sold to corporate clients.

• (DESIRABLE): Experience managing CRM platforms and WhatsApp Business tools for commercial follow-up processes.

 

Functional

• Ability to organize complex information and translate findings into practical actions.

• Ability to coordinate with companies and project teams and meet agreed deadlines.

• Strong analytical, writing, presentation, and facilitation skills.

 

Corporate

• Understands and supports GGGI’s mission, vision, and values.

• Works effectively with people of different professional and cultural backgrounds.

• Demonstrates integrity, professionalism, and sound judgement.

 

ADMINISTRATIVE INFORMATION

• Selection method / process: Competitive

• Timeline of the selection: Consulting starts approximately on October.

 

SOCIAL AND SUSTAINABILITY SAFEGUARDS

GGGI as an institution abides by its project-level Sustainability and Safeguards Rules (SSR) for all projects, aligned with international standards for Environmental and Social Safeguards. The SSR is aligned with commonly recognized international standards for Environmental and Social Safeguards (ESS), i.e., the WB Performance Standard, that ensure project-level safeguarding of communities and people impacted by GGGI activities. GGGI has integrated project-level Environmental and Social Safeguards into its Project Cycle Management (PCM) with mandatory Preliminary Gender and Social Assessments and ESS Screening of all projects to identify and manage risks.

In addition, GGGI's Gender Equality and Social Inclusion Strategy 2021-2025 provides a framework toward achieving the principle of "Leaving No One Behind" in the transformation towards green growth, guiding GGGI's approaches to the mainstreaming of gender equality and poverty reduction in GGGI Colombia's Program. This also includes the implementation of the GGGI Gender Equality and Poverty Reduction Policy Markers on all projects. GGGI's Corporate Results Framework requires gender disaggregated indicators for participation in GGGI Capacity Building events.

GGGI's Child Protection Rules and GGGI Rules on Sexual Exploitation ensure safeguarding of children impacted by GGGI activities or in contact with GGGI contracted personnel, with GGGI taking a zero-tolerance approach to child exploitation. GGGI is committed to child protection, irrespective of whether any specific area of work involves direct contact with children. GGGI's Child Protection Policy is written in accordance with the Convention on the Rights of the Child. All procedures mentioned above are accompanied by guidelines and capacity building efforts. GGGI also provides a work environment that reflects the values of gender equality, teamwork, embracing diversity in all its forms, integrity, and a healthy balance of work and life. We are committed to maintaining our balanced gender distribution and therefore encourage women to apply. GGGI promotes equal opportunities for all, including persons with disabilities.

All GGGI's policies are available for open consultation under the following link: https://gggi.org/policy-documents/.

 

Child protection – GGGI is committed to child protection, irrespective of whether any specific area of work involves direct contact with children. GGGI’s Child Protection Policy is written in accordance with the Convention on the Rights of the Child.