2 Individual Contractors (11.5 months, full-time): Digital Media Specialist (Paid Social) & Digital Media Specialist (Paid Search), Digital Fundraising Team, PSFP, Division of Private Fundra

Consultant Communications & PR

Overview

Drive digital performance marketing and ad operations for UNICEF's campaigns

You have:

• A first level university degree in marketing, science, technology, digital media, or relevant areas is desirable.
• Minimum 3 years of relevant professional experience is required.
• Proven experience in paid social and/or paid search campaign execution, performance optimization, ad account management, and campaign delivery as per desired goals is required.
• Digital fundraising experience in the non-profit sector is desirable.
• Proven knowledge of Paid Social (e.g., FB, Instagram, TikTok, Snapchat, and Twitter) and/or paid search (e.g., Google search, YouTube, DV 360 and Bing search) is required.
• Hands-on experience of working with Google Analytics, Google Tag Manager, and Double Click campaign manager is a plus.
• Fluency in English is required. Knowledge of another official UN language (Arabic, Chinese, French, Russian and Spanish) is considered as an asset.

Contract

This is a Consultancy contract. More about Consultancy contracts.

UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. To save their lives. To defend their rights. To help them fulfill their potential.

Across 190 countries and territories, we work for every child, everywhere, every day, to build a better world for everyone.

And we never give up.

For every child, hope

UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. To save their lives. To defend their rights. To help them fulfil their potential. Across 190 countries and territories, UNICEF works for every child, everywhere, every day, to build a better world.

The Private Sector Fundraising and Partnerships Section (PSFP) within UNICEF Division of Private Fundraising and Partnerships (PFP) works with National Committees and UNICEF Country Offices to maximize revenue and drive income growth. Inside PSFP, the Digital Fundraising team is implementing a new Digital Revenue Strategy to Inspire, Collaborate and Enable markets to improve their digital fundraising results. The vision: become the largest and most successful non-profit digital fundraising program in the world.

The overall objective of the Digital Revenue Strategy is increasing donations through improved digital capabilities, integrating digital channels to support activities such as telemarketing, face-to-face fundraising, DRTV, telethons and others.

How can you make a difference?

As a Digital Media Specialist (Paid Social or Paid Search), you will focus on driving performance marketing and ad operations on respective paid media channels (Facebook, TikTok, Instagram and/or Google, Bing, YouTube)****. You will be focused primarily on Paid social, or Paid search and/or programmatic display, but also exposed to mobile DSP, video DSP, and direct publisher (direct buys or affiliate marketing-based buying. You will be a part of an innovative, fast-growing team focused on revolutionizing digital fundraising, backed by a multi-channel data-driven approach.

The two roles are key elements in the Digital Fundraising team, contributing substantially towards its digital revenue growth, taking digital fundraising to an advanced level.

The roles will contribute to:

• Performance marketing - You will manage and optimize paid media campaigns on an ongoing basis, with the goals to increase conversions (new donor acquisition, One-off and monthly pledge donors), Retention (High Average order value and Lifetime Value), optimize for target Cost Per Acquisition, and efficiently increase revenue for specifically identified markets. You will be a part of the virtual digital hub responsible for generating revenue and new donor growth, manage ad operations, and provide data backed insight on creatives, messaging, analytics, technology as well as improve internal processes and structure.

• Budgeting and Reports - You will provide monthly/quarterly reports communicating overall progress, latest trends, best practices, and strategic guidance, which will help set the budgets and appropriate revenue goals for frontier and other markets.

• Digital Fundraising strategic guidance - You will work with both Individual giving and digital leadership to modify strategic plans to provide expert advice, strategic thinking, and guidance to develop long-term growth on revenue and new donor acquisition goals.

MAIN TASKS

Digital Media Specialist (Paid social)****:

• Day-to-day management of paid social campaigns on channels such as FB, Instagram, TikTok, Twitter and Snapchat.

• Manage Ad operations, Ad account set up, account whitelisting, campaign set up, media buys, Ad account optimization, campaign budget optimization, event optimization, audience lists, always on campaigns, split tests, use correct naming conventions budgeting, reporting, quality, and sanity checks; pixel management, ensuring channel best practices and other execution details.

• Develop insights from performance data at campaign, ad set and creative level, audience, and business insights, and make media, analytics, and creative optimization recommendations.

• Build strong relationships with the wider UNICEF teams, external digital performance marketing agencies, Channel partners (META, TikTok, Twitter, Snapchat) and regional UNICEF stakeholders where relevant.
• Take initiative for assisting the core digital & management team with wider projects.
• Stay up to date with new paid social and digital fundraising trends and test flagship and/or beta products for strategic ad accounts and campaigns.

• Manage Attribution/digital ad-serving/tracking; and use Google Analytics, FB Conversions API, and other cookie-less technology, to optimize campaign delivery and performance of digital fundraising campaigns (especially in the Post IOS 14 context).

• Develop strategies, oversee, and execute cross-team initiatives to increase paid social’s visibility, importance, and contribution in overall digital fundraising.

• Ownership of market revenue goals, tactical direction, and error-free delivery mechanism.
• Research and communicate competitive landscape in the identified markets using 3rd party tools such as FB Ads library, FB Insights, TikTok Ads library, Similar web, E marketer, GWI and others.
• Support online donation journey across donor growth and conversion funnel: Awareness, Consideration, Acquisition, Retention, Loyalty, LTV.

Digital Media Specialist (Paid search):

• Day-to-day management of paid search campaigns on channels such as Google, YouTube, Bing and DV 360.
• Manage ad operations, Ad account set up, Google MCC, Bing MCC, channel strategy, campaign structure and set up, media buys, Ad account optimization, campaign budget optimization, event optimization, audience lists, always-on campaigns, testing plan, search query research, keyword management, ad copy production, quality score, use correct naming conventions, budgeting, reporting, quality and sanity checks; pixel management, integration with google analytics, ensuring channel best practices and other execution details.
• Develop insights from performance data at Ad Account, Campaign, ad set and creative level, audience, auction, and business insights, and make media, analytics, and creative optimization recommendations.

• Build strong relationships with the wider UNICEF teams, external digital performance marketing agencies, Channel partners (Google, Bing, Programmatic) and regional UNICEF stakeholders where relevant.

• Take initiative for assisting the core digital & management team with wider projects.

• Stay up to date with new paid search, display, programmatic and digital fundraising trends, and test flagship and/or beta products for strategic ad accounts and campaigns.
• Manage Attribution/digital ad-serving/tracking; and use Google Analytics 360, Campaign manager (DCM), SA 360, Ads Data Hub, Google measurement protocol and other cookie-less technology, to optimize campaign delivery and performance of digital fundraising campaigns.
• Develop strategies, oversee, and execute cross-team initiatives to increase paid search’s visibility, importance, and contribution in overall digital fundraising.

• Ownership of market revenue goals, tactical direction, and error-free delivery mechanism.

• Research and communicate competitive landscape in the identified markets using 3rd party tools such as SEM Rush, Auction Insights, Similar web, E marketer, GWI and others.

• Support online donation journey across donor growth and conversion funnel: Awareness, Consideration, Acquisition, Retention, Loyalty, LTV.

DELIVERABLES

• Goal achievement: Deliver on business goals such as new donor acquisition, revenue, CPA, ROAS, retention and LTV, across identified markets.

• Campaign delivery at scale: Manage media spends (Similar to large scale global ad accounts), end to end operations starting from research, campaign set up, daily optimization, data analysis, insights, and recommendations, to testing initiatives, and reporting.

• Error-Free Operations: Build a structure to deliver at scale – Templatized delivery model, toolkits, media manuals, best practices, quality checks, monthly and quarterly audits, campaign optimization use cases, pixel, and data management.
• Knowledge management****: Report and share key learnings, recommendations, and advanced use cases with wider digital team through presentations, yammer, and team meetings.
• Strategic guidance****: Provide market insights, learnings, and recommendations to support market growth, Digital campaign planning, implementation, optimization, and other digital functions such as creative, content, data, analytics, technology, and donor support.

ESTIMATED DURATION OF THE CONTRACT AND PROPOSAL

11.5 months, full-time

REPORTING TO

Fundraising Manager (Digital), Individual Giving, PFP

WORKPLACE

Home-based, with at least 50% of the schedule following East Asia and Pacific time-zone.

To qualify as an advocate for every child you will have…

Education:

• A first level university degree in marketing, science, technology, digital media, or relevant areas is desirable.

Required experience:

• Minimum 3 years of relevant professional experience is required.
• Proven experience is required in paid social and/or paid search campaign execution, performance optimization, ad account management, campaign delivery as per desired goals, quality checks, best practice implementation, data-backed analysis, reporting (Automated and manual).
• Digital fundraising experience in non-profit sector is desirable.

• Proven knowledge of Paid Social (e.g., FB, Instagram, TikTok, Snapchat, and Twitter) and/or paid search (e.g., Google search, Google discovery, Google smart display, YouTube, DV 360 and Bing search) is required.

• Hands-on experience of working with Google Analytics, Google Tag Manager, and Double Click campaign manager is a plus.

• Familiarity with enterprise management platforms such as Google Analytics 360, SA 360, DV 360, and CM 360 is a plus for the Digital Media Specialist (paid search) role.
• Experience in managing long-term and multiple projects simultaneously across 2 or more international geographies, is a plus.

Person Profile:

• Data-backed and analytical approach; Loves numbers, data mining, business intelligence and insight generation. Possess innate curiosity and aptitude.
• Keen problem-solving and troubleshooting abilities, along with a first-principal approach and most importantly, LOVE fundraising for a cause and strive for maximum results and end to end donor satisfaction.
• Well versed in the Microsoft Office suite, especially Excel and PowerPoint.
• Have excellent communication and interpersonal skills, with the ability to be personable yet persistent. Have high levels of integrity, autonomy, and self-motivation.

• Have demonstrated ability to think end-to-end.

• Extremely creative/hacker mindset with incredible detail orientation and process thinking. Do-er versus a talker.

Languages:

• Fluency in English is required.
• Knowledge of another official UN language (Arabic, Chinese, French, Russian and Spanish) is considered as an asset.

For every Child, you demonstrate…

UNICEF's values of Care, Respect, Integrity, Trust, and Accountability (CRITA).

To view our competency framework, please visit here.

Remarks: Please indicate your ability, availability (earliest date you can start) and gross daily/monthly rate (in US$) to undertake the terms of reference above. Applications submitted without a daily/monthly rate will not be considered. Please indicate which role(s) you would like to apply in the cover letter.

Individuals engaged under a consultancy or individual contract will not be considered “staff members” under the Staff Regulations and Rules of the United Nations and UNICEF’s policies and procedures and will not be entitled to benefits provided therein. Their conditions of service will be governed by their contract and the General Conditions of Contracts for the Services of Consultants and Individual Contractors. Consultants and individual contractors are responsible for determining their tax liabilities and for the payment of any taxes and/or duties, in accordance with local or other applicable laws.

UNICEF is committed to diversity and inclusion within its workforce, and encourages all candidates, irrespective of gender, nationality, religious and ethnic backgrounds, including persons living with disabilities, to apply to become a part of the organization.

UNICEF has a zero-tolerance policy on conduct that is incompatible with the aims and objectives of the United Nations and UNICEF, including sexual exploitation and abuse, sexual harassment, abuse of authority and discrimination. UNICEF also adheres to strict child safeguarding principles. All selected candidates will be expected to adhere to these standards and principles and will therefore undergo rigorous reference and background checks. Background checks will include the verification of academic credential(s) and employment history. Selected candidates may be required to provide additional information to conduct a background check.

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Potential interview questions

Added 4 years ago - Updated 1 year ago - Source: unicef.org