Consultancy – Digital and Marketing Content, LACRO, Panama City

UNICEF LACRO is looking for a Digital and Marketing Content Consultant to support the implementation of LAC Cluster digital fundraising strategy. Digital plays a pivotal role to achieve the Gross Revenue planned in the upcoming years and is a strategic building block to align to the Global Individual Giving strategy.

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 voice

How can you make a difference? 

Purpose of the Assignment

Under the close supervision of the LAC PSFR Cluster Manager, the Fundraising Consultant (Digital and Marketing Content) will support the implementation of LAC Cluster digital fundraising strategy. Digital plays a pivotal role to achieve the Gross Revenue planned in the upcoming years and is a strategic building block to align to the Global Individual Giving strategy. This consultancy will be key to ensure the achievement of revenue goals in an increasing and more complex fundraising operation.

Specific Tasks

Within the support also of the LAC Cluster Digital Specialist Consultant, the consultant may be assigned the primarily, shared, or contributory accountabilities for all or part of the following areas of major duties and key end-results:

1. Develop and implement digital fundraising strategies and initiatives, including acquisition campaigns (pledges, leads, one-offs) and partner retention campaigns (line and circle) to achieve various fundraising KPIs across all digital channels:

• Plan, execute, and evaluate the investment strategy across different channels to maximize ROI.
• Plan, execute, and evaluate objectives, strategies, and actions in various digital acquisition channels: SEO, Google Ads (Search, YouTube, Pmax, Demand Gen), Meta Ads, Bing Ads, Display, Real-Time Bidding, social networks, affiliation, and database acquisition actions, aiming for maximum volume and profitability in terms of ROI.
• Develop and implement a Conversion Rate Optimization (CRO) strategy. Analyze the user journey and experience to gain insights for implementation.
• Create work processes that can be tested with measurable results and have a quick impact on fundraising.
• Develop and implement digital acquisition campaigns (leads and direct donors).
• Generate A/B testing actions and follow up on results.

2. Keep up-to-date dashboards and metrics to track digital performance measurement and find the right tools to implement:

• Develop a metric plan and propose KPIs in accordance with the Individual Giving strategy. Support the development of the strategy, implementation and optimization of web analytics: tags, tracking, metrics and implementation of pixels through Google Tag Manager, Google Analytics 4 – Enhanced E-commerce, Hotjar and other tools that may be necessary.
• Propose improvements according to the results obtained.
• Generate and share monthly digital reports. Develop dashboards to monitor key digital performance indicators.

3. Coordinate all the necessary technological solutions to support the strategy of recruitment, retention, loyalty, value maximization, guaranteeing compliance with legal requirements:

• Ensure digital platforms and activities protect data transfer through the creation of a protocol
• Guarantee compliance with legal requirements in all digital activities, in the short and long term (GGPx, PCI, GDPR, data management, etc.), through the creation of a protocol.

4. Provide detailed reports and support an up-to-date analysis of best practices, opportunities and trends and innovation related to digital fundraising, from the UNICEF network and external organizations:

• Use innovative tools to identify new trends in digital transformation and develop new business models and channels.
• Understand how digital organizations work and try to apply these principles in the daily work of LAC Cluster
• Use the UNICEF network to apply the best digital learning. Analyze best practices and apply learning.

5. Prepare marketing contents and campaigns.

• Design and production of content for digital (landings, email, WhatsApp, SMS, web, social media, Google Ads, Metas Ads, etc.)
• Adaptation or translation of global or regional fundraising contents to the reality and needs of each LAC Cluster office.

6. Effective cross-functional coordination and collaboration:

• Work in a coordinated way with the different fundraising channels and the Communication teams along the Cluster to successfully implement the LAC Cluster Digital Strategy

Expected Results [measurable]

Contribute to the Implementation of the Digital Acquisition Plan:

• Analyze PFP digital requirements and provide relevant information on KPIs to maximize volume and profitability in terms of ROI.
• Deliver a report on KPIs analysis by the end of each month.

Support Donor Acquisition:

• Achieve the acquisition of 1,600 recurring donors via web within the LAC Cluster.
• Achieve the acquisition of 2,500 recurring donors via lead conversion.
• Create and publish content for digital campaigns each month to support these acquisition goals.

Assist in the Implementation of Digital FR Initiatives:

• Provide accurate implementation support, administrative support, testing, and guidance for at least 3 digital acquisition campaigns per quarter.
• Ensure proper use of digital channels and enablers (websites, email marketing, Social Media ADS, and Search Engine Marketing) with weekly status reports.

Up-to-Date Digital Reporting and Analysis:

• Conduct and present a comprehensive analysis of digital performance, best practices, opportunities, and trends every month.

Development and Implementation of Marketing Content:

• Develop and implement marketing content to support at least 4 digital fundraising campaigns per quarter for LAC Cluster.
• Coordinate and synergize digital efforts within the individual giving strategy, working with suppliers, agencies, and digital media.

Cross-Functional Coordination and Collaboration:

• Facilitate effective coordination and collaboration with other fundraising channels to ensure integrated efforts and maximize overall fundraising impact.

Deliverables

Deliverables and description	Duration in Days	Expected deadline
Deliverable: Initial Digital KPI Analysis Report Description: Provide a comprehensive report analysing the current digital KPIs for PFP digital requirements, including recommendations for maximizing volume and profitability in terms of ROI.		End of July 2024
Deliverable: Digital Acquisition Campaign Content Plan Description: Develop a detailed content plan for at least 6 digital campaigns (one per CO) aimed at acquiring recurring donors via web and lead conversion, including timelines, target audiences, and key messages.		End of August 2024
Deliverable: Implementation Report for Digital FR Initiatives Description: Submit a report detailing the implementation, administrative support, testing, and guidance provided for at least 3 digital acquisition campaigns, including the use of websites, email marketing, Social Media ADS, and Search Engine Marketing.		End of September 2024
Deliverable: Implementation Report for Digital FR Initiatives Description: Submit a report detailing the implementation, administrative support, testing, and guidance provided for at least 3 digital acquisition campaigns, including the use of websites, email marketing, Meta Ads, Google Ads, and Search Engine Marketing.		End of October 2024
Deliverable: Implementation Report for Digital FR Initiatives Description: Submit a report detailing the implementation, administrative support, testing, and guidance provided for at least 5 digital acquisition campaigns, including the use of websites, email marketing, Social Media ADS, and Search Engine Marketing.		End of November 2024
Final evaluation and recommendations for the future: The consultancy is expected to support the content and digital actions 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 Education

• 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.
• 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, and 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

• Specialized in paid media, including Google Ads and Meta Ads certifications, with a focus on SEM and paid social. Experienced in content creation using various design and editing tools. 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

Supervision

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

Duration

The duration of this consultancy is six (6) months.

Workplace

This is a home-based consultancy.

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.

Travel

Travel is involved 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. 

Remarks:  

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.