Breastfeeding Peer Counselor

Position Title: Breastfeeding Peer Counselor
Department: WIC
Supervisor: Senior Nutritionist & Breastfeeding Coordinator
Hours per week: 12 hours
FLSA Status: Non-Exempt


Primary Function:

The Breastfeeding Peer Counselor provides basic breastfeeding education, encouragement, and support to WIC pregnant and breastfeeding participants. As a paraprofessional member of the WIC team, the Peer Counselor uses personal breastfeeding experience to offer guidance, address common concerns, and promote positive breastfeeding outcomes. This role maintains regular contact with assigned participants through phone calls and clinic interactions, provides culturally sensitive support, documents participant interactions, and refers participants with complex concerns to lactation professionals or healthcare providers as appropriate. The Peer Counselor helps strengthen breastfeeding promotion efforts and supports WIC participants in achieving their infant feeding goals.

Duties & Responsibilities:
• Provide basic breastfeeding education, encouragement, and support to WIC pregnant and breastfeeding participants.
• Maintain regular contact with assigned participants through phone calls and/or clinic visits according to WIC contact guidelines.
• Offer information on the benefits of breastfeeding, strategies for getting started, and ways to overcome common breastfeeding challenges.
• Assist participants in preventing and managing common breastfeeding concerns using approved WIC guidance.
• Provide culturally sensitive support while communicating in a professional, respectful, and supportive manner.
• Document all participant contacts and counseling activities accurately in the WIC data system (Eos).
• Refer participants with complex breastfeeding concerns to appropriate resources, including the International Board-Certified Lactation Consultant (IBCLC), the local breastfeeding coordinator, healthcare providers, or other community services following established protocols.
• Maintain strict confidentiality of all participant information in accordance with program policies and privacy regulations.
• Be available to provide support to participants experiencing breastfeeding concerns outside of regular clinic hours, as appropriate.
• Assist with prenatal breastfeeding education classes, breastfeeding support groups, and other breastfeeding promotion activities.
• Participate in staff meetings, required trainings, and breastfeeding-related workshops or conferences.
• Complete required WIC breastfeeding training and continuing education activities.
• Support WIC staff in promoting breastfeeding services through outreach, education, and special projects as assigned.


Hours: Flexible work model at 12 hours a week.

Minimum Basic Knowledge:
• Basic understanding of breastfeeding practices, including the benefits of breastfeeding and common breastfeeding challenges.
• Knowledge of basic customer service principles and the ability to provide supportive, respectful assistance to participants.
• Ability to recognize breastfeeding concerns that require referral to a lactation consultant, healthcare provider, or other appropriate resources.
• Understanding of cultural sensitivity and the ability to work effectively with individuals from diverse ethnic, cultural, and socioeconomic backgrounds.


Experience & Qualifications:
• Must have breastfed at least one baby within the last five years.
• Demonstrated enthusiasm for breastfeeding and a desire to support other participants in having a positive breastfeeding experience.
• Strong interpersonal and customer service skills with the ability to communicate in a professional, supportive, and culturally sensitive manner.
• Ability to relate to individuals from diverse cultural, ethnic, and socioeconomic backgrounds.
• Ability to communicate clearly and effectively with pregnant and breastfeeding participants in person and by phone, including willingness to make participant support calls from home using an agency-issued phone.
• Ability to remain calm and exercise sound judgment in stressful or unusual situations.
• Awareness of participant confidentiality requirements and the importance of protecting personal and health information.
• Ability to document participant contacts and maintain accurate records in the WIC data system.
• Willingness to learn and follow WIC program policies, breastfeeding guidelines, and participant contact protocols.
• Reliable transportation to attend clinic activities, meetings, and trainings as required.
• Ability to attend required trainings and complete the FNS WIC Breastfeeding Peer Counseling training curriculum.
• Current or former WIC participant desirable.
• Bilingual or multilingual language ability preferred, particularly in Spanish, French, Portuguese, Haitian Creole and/or Cape Verdean Creole.

Essential Functions:
• Provide basic breastfeeding education, encouragement, and support to WIC pregnant and breastfeeding participants.
• Maintain regular contact with assigned participants by phone or in person according to program guidelines.
• Provide information on breastfeeding benefits, early feeding practices, and managing common breastfeeding concerns.
• Document participant contacts accurately in the WIC data system.
• Maintain participant confidentiality and follow all WIC program policies and procedures.
• Refer participants with complex breastfeeding concerns to the IBCLC, breastfeeding coordinator, healthcare providers, or other appropriate resources.
• Assist with prenatal classes, breastfeeding support groups, and breastfeeding promotion activities.
• Participate in required trainings, staff meetings, and continuing education activities.


Physical Requirements:
• Ability to communicate effectively with participants in person and by phone.
• Ability to sit for extended periods while making phone calls and completing documentation.
• Ability to stand, walk, and move throughout the clinic during participant interactions and program activities.
• Ability to use standard office equipment, including computers, phones, and other office technology.
• Ability to attend trainings, meetings, and program activities as required.


Supervisory Responsibility:
None

Define Access Level to PHI: Level 2: Authorized to access patient demographic data with only minimal reference to treatment or diagnostic information as needed to function. Staff in this category level should confine the use of PHI to the minimum necessary required and should not access or read parts of the medical record not needed to perform assigned duties.