Consultancy - Digital Consultant for Latin America, LACRO, Panama City

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UNICEF - United Nations Children's Fund

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Application deadline 1 month ago: Monday 17 Jun 2024 at 03:55 UTC

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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, a champion

How can you make a difference?


UNICEF promotes the rights and welfare of all children and adolescents in everything we do. Together with our allies, we work in 190 countries and territories to transform this commitment into practical actions that benefit all children, especially focusing our efforts on reaching the most vulnerable and excluded, worldwide.

The UNICEF Latin America and Caribbean Regional Office is based in in Panama, operating in 36 territories, including 24 country offices.

UNICEF works to put the rights and well-being of the most disadvantaged children at the heart of the social, political, and economic agenda, in line with our equity focus, working across our organization and with our partners in government, civil society and the private sector to support shifts in public policy, fuel social engagement, and increase investment for children.

For more information about UNICEF and its work. (

To enable UNICEF to deliver programmatic results for children, the organization needs to maximize income potential from the Private Sector. Latin America is a fast-growing region with high fundraising expectations. Unlocking the full potential of digital is key to realizing growth of Individuals fundraising in the region.

Purpose of the Assignment

The main purpose of this assignment is to enhance digital acquisition through digital channels, thereby increasing UNICEF revenue in LAC PSFR Cluster. To achieve these results, the professional will support the teams from the Cluster markets to improve their digital fundraising activities and maximize revenue results, providing additional capacity and capability.

Specific Tasks

For PSFR Cluster/Emerging Markets:

  • By the end of 2024, achieve the goal of 1600 regular (monthly) recurring donors through direct conversion in the GGPX (Global Giving Platform) within 6 markets (Bolivia, Costa Rica, Dominican Republic, Guatemala, Panamá and Paraguay) , fulfilling the plans of each of the markets.
  • Support 2500 regular (monthly) recurring donors through digital lead strategies, which later convert via Telemarketing campaigns.
  • Implement the GGPx (Global Giving Platform) in the 6 LAC Cluster Countries, receiving traffic from always-on campaigns active on:

o Google Ads (Search, P-max, YouTube, etc.) o Meta Ads (Facebook, Instagram) o Comms Sites

  • Support and implement emergency fundraising campaigns, coordinating markets to be first movers in the region. For markets not currently fundraising, set up SEM and remarketing campaigns.
  • Optimize digital campaigns together with agencies to maintain and improve cost and return indicators established in each digital donor acquisition plan, as well as in lead generation.
  • Lead the digital agencies of the LAC Cluster to manage the digital advertising budget in each country and control the Cost Per Acquisition and ROAS of each digital campaign.
  • Support the digital acquisition strategy and implementation during the Telethons in each country, such as Bolivia in August.
  • Implement a single automation tool that covers digital communication for Donors and Leads.
  • Coordinate the management (creation, releases, updating, etc.) of the official donation landing pages (GGPx).
  • Guarantee end-to-end testing of the GGPx instance in the LAC Cluster to ensure a donation process without technical issues for users and internal teams in UNICEF.
  • Share best practices between markets: campaigns, content, emailing process, lead generation, and lead nurturing activities.
  • Work on the approval processes for content/materials in an agile flow with each CO, as well as the implementation plan for each of the campaigns

Expected Results [measurable]

  • Acquire a total of a minimum of 1600 pledge donors in the second semester of the year through direct conversion on the web, all while meeting the minimum goals of each market based on its plan (PSP 2024) and leveraging the potential of other opportunities wherever they exist.• Generate quality leads that allow conversion for each market.
  • Coordinate the preparation and launch plan of digital assets and campaigns for the acquisition of donors and leads, with the respective approval of the country office and the cluster.
  • Implement one Automation Tool in the Cluster that covers services for thank-you emails, Abandoned Carts, Journeys, and Retention flows.
  • Reduce the Lead-conversion dependency in the LAC Cluster, increasing direct conversion campaigns.
  • Increase digital participation in the yearly regional revenue of LAC Cluster, having a higher growth rate than the traditional channels like F2F and Telemarketing.
  • Provide the required support to digital teams in the region and assist in implementing digital plans in markets.
  • Responsible for the optimization and testing of websites, forms, and tools like the Global Giving Platform (GGPx).
  • Improve digital fundraising performance in LAC's Markets, especially in Pledge donors.
  • Have a digital CPA below USD 100 and a ROAS higher than 1 in the first year of the campaigns.
  • Coordinate monthly/weekly meetings with each of the markets for tracking indicators and improvement plans.
  • Coordination and management of the performance of digital agencies to meet the goals.



Duration [in days]

Expected deadline

Mes 1: Initial diagnosis and strategic plan:

• Detailed report on the current status of digital donor acquisition and lead generation.

• 6 months Work plan with objectives, KPIs, and campaigns for donor acquisition for each country based on its overall plan.

• 6 GGPx (Global Landing Platforms) launched and operating for regular campaigns.

End of July 2024

Mes 2: Market research and audience segmentation for optimization:

• Market and competitor analysis.

• Digital audience segmentation for specific campaigns.

• Optimization and continuous improvement processes

End of August 2024

Mes 3 Content development and creativity:

• Creation of creative and engaging content for donor acquisition campaigns.

• Coordinate the development of digital advertising materials (ads, images, videos, etc.), via coordination with creative agencies and/or colleagues from content services.

End of September 2024

Mes 4: Ongoing and end of the year campaigns implementation:

• Execution of pilot campaigns based on the strategy and created materials.

• Monitoring report and analysis of pilot campaign results.

End of October 2024

Mes 5: Optimization and strategy adjustment:

• Analysis of pilot campaign results and strategic adjustments as necessary.

• Implementation of improvements and optimizations in ongoing campaigns.

• Action plan focused on improving the quality of donors and leads.

End of November 2024

Mes 6: Final evaluation and recommendations for the future:

• The consultancy is expected to achieve a minimum of 1600 recurring web donors and support the generation of quality leads to obtain an additional 2500 recurring donors through telemarketing.

• Final evaluation report summarizing the results obtained over the 6 months.

• Strategic recommendations for continuing and improving digital donor acquisition in the future.

End of December 2024

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

Minimum Requirements and Qualifications


A first level university Degree in Marketing, Advertising, Digital Fundraising, or other relevant fields is required. Any other additional training in a related field is an asset.

Work Experience

6 years of progressively responsible work experience in digital marketing or digital fundraising areas, with specific focus on areas such as digital acquisition, cultivation and retention of pledge donors, integrated media planning, marketing communications, and multi-channel campaign management. It would be an advantage if the person had gained the above experience in both agency and charity environments.


Fluency in Spanish and English is required.

Technical knowledge (if applicable)

Specific digital media knowledge, analytics and tracking, A/B testing, SEO, proficiency in the use of search engine algorithms, coding, content management systems, search engine marketing (SEM), paid media/performance marketing with a focus on SEM and paid social online paid media, web and donation forms development, UX, CRM, CRO, e-mail broadcasting tools & marketing automation tools. HTML experience is recommended.

Other skills and attributes (optional)

  • Strong analytical skills and problem-solving mind oriented.
  • Experience training and upskilling teams.
  • Excellent communication skills, (both written and oral) to translate complicated business requirements into technical-based language, and vice versa.

Administrative Details


The consultant / individual contractor will work under the direct supervision of the LAC Cluster Manager


This is an office-based consultancy.


This consultancy will have a duration of six (6) months.

How to Apply

Application should be submitted online and should include: Resume, Cover Letter and Financial proposal. Qualified candidates are requested to submit daily and monthly fees in their financial proposal.

Is travel involved

Travel is foreseen for this consultancy. Travel will be covered by UNICEF as per policy.

  • Travel costs will be estimated and added to the contract once they are determined based on UNICEF Financial Rules and Regulations.
  • For agreed country visits, the contractor/consultant will be responsible in administering their own travel. UNICEF will reimburse travel related expenses based on actual costs or on the below criteria whichever is lower and upon presentation of receipts.
  • Any travel involved should be budgeted according to UN Travel Standards as a ceiling.
  • UN Secretariat Administrative Instruction on Official Travel, ST/AI/2013/3: Sect. 4, para. 4.2, numerals (d) and (e)
  • For information on Daily Subsistence Allowance (DSA), can be found on the International Civil Service Commission website (all countries and destinations can be found by navigating on the map).

For every Child, you demonstrate…

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

To view our competency framework, please visit here.


UNICEF is here to serve the world’s most disadvantaged children and our global workforce must reflect the diversity of those children. The UNICEF family is committed to include everyone, irrespective of their race/ethnicity, age, disability, gender identity, sexual orientation, religion, nationality, socio-economic background, or any other personal characteristic.

UNICEF offers reasonable accommodation for consultants/individual contractors with disabilities. This may include, for example, accessible software, travel assistance for missions or personal attendants. We encourage you to disclose your disability during your application in case you need reasonable accommodation during the selection process and afterwards in your assignment.

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.


Only shortlisted candidates will be contacted and advance to the next stage of the selection process.

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 (such as leave entitlements and medical insurance coverage). 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.

The selected candidate is solely responsible to ensure that the visa (applicable) and health insurance required to perform the duties of the contract are valid for the entire period of the contract. Selected candidates are subject to confirmation of fully-vaccinated status against SARS-CoV-2 (Covid-19) with a World Health Organization (WHO)-endorsed vaccine, which must be met prior to taking up the assignment. It does not apply to consultants who will work remotely and are not expected to work on or visit UNICEF premises, programme delivery locations or directly interact with communities UNICEF works with, nor to travel to perform functions for UNICEF for the duration of their consultancy contracts.

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