The Private Sector Fundraising and Partnerships Section (PSFP) within the 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 to increase donations through improved digital capabilities, integrating digital channels to support activities such as telemarketing, face-to-face fundraising, DRTV, telethons, and others. As a Digital Paid Media Specialist (Paid Social and Paid Search), the consultant will focus on driving performance marketing and ad operations on respective paid media channels (Facebook, Tiktok, Instagram and Google, Bing, and YouTube), primarily focused on Paid Social, Paid search and programmatic display, but also exposed to mobile DSP, video DSP, and direct publisher (direct buys or affiliate marketing-based buying), providing digital marketing consultancy across paid media channels (Meta and Google ads).
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
The Private Sector Fundraising and Partnerships Section (PSFP) within the 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 to increase donations through improved digital capabilities, integrating digital channels to support activities such as telemarketing, face-to-face fundraising, DRTV, telethons, and others. As a Digital Paid Media Specialist (Paid Social and Paid Search), the consultant will focus on driving performance marketing and ad operations on respective paid media channels (Facebook, Tiktok, Instagram and Google, Bing, and YouTube), primarily focused on Paid Social, Paid search and programmatic display, but also exposed to mobile DSP, video DSP, and direct publisher (direct buys or affiliate marketing-based buying), providing digital marketing consultancy across paid media channels (Meta and Google ads).
How can you make a difference?
Scope of Work
Advise on Paid Media Campaigns to achieve business goals across UNICEF global markets:
- Markets to be decided based on business goals
- Paid channels include google and meta-ads
- Consultancy could include areas related to Ad account setup, account whitelisting, campaign setup, 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.
Share Media Plan based on historical Insights:
- Analyze media performance data at the campaign, ad set, and creative level, audience, auction, and business insights to develop media plan.
- Media plan must include proposed budget, estimated conversions and income.
Share Audit report based on channel review:
- Review and communicate the competitive landscape in the identified markets using 3rd party tools including but not limited to FB Ads library, FB Insights, Google trends, Auction Insights, Similar web, Meta and Google ads manager.
- Audit report must include a review of campaign structure, audience, budget split and optimization tactics.
Share AB test recommendations:
- Stay up to date with new Meta and google ads trends and AB test flagship and/or beta products for strategic ad accounts and campaigns.
- AB test recommendations must include media, analytics, and creative optimization recommendations to enhance the campaign’s performance.
Work Assignments Overview
- The consultant will focus on providing digital marketing consultancy across paid media channels (Meta and Google ads).
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To launch & Optimize Paid Media Campaigns to achieve business goals across 12 global virtual hub markets.
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Prepare and deliver Media Plan based on historical Insights, Prepare and deliver Audit reports based on channel review & AB test recommendations on a Monthly and Quarterly basis, as required.
Deliverables and Outputs
Deliverable 1: Digital Media consultant in market 1, By 15.5.2024
Expected outputs:
1. One media plan: must include proposed spends, estimated conversions and income based on historical learnings.
2. One Audit report: must include review across campaign structure, audience, budget split and optimization tactics.
3. One AB test recommendations: must include the proposed ab tests to be conducted on either of the channels (meta or google).
Deliverable 2: Digital Media consultant in market 2, By 15.6.2024
Expected outputs:
1. One media plan: must include proposed spends, estimated conversions and income based on historical learnings.
2. One Audit report: must include review across campaign structure, audience, budget split and optimization tactics.
3. One AB test recommendations: must include the proposed ab tests to be conducted on either of the channels (meta or google).
Deliverable 3: Digital Media consultant in market 3, By 15.7.2024
Expected outputs:
1. One media plan: must include proposed spends, estimated conversions and income based on historical learnings.
2. One Audit report: must include review across campaign structure, audience, budget split and optimization tactics.
3. One AB test recommendations: must include the proposed ab tests to be conducted on either of the channels (meta or google).
Deliverable 4: Digital Media consultant in market 4, By 15.8.2024
Expected outputs:
1- One media plan: must include proposed spends, estimated conversions and income based on historical learnings.
2- One Audit report: must include review across campaign structure, audience, budget split and optimization tactics.
3- One AB test recommendations: must include the proposed ab tests to be conducted on either of the channels (meta or google).
Deliverable 5: Digital Media consultant in market 5, By 15.9.2024
Expected outputs:
1- One media plan: must include proposed spends, estimated conversions and income based on historical learnings.
2- One Audit report: must include review across campaign structure, audience, budget split and optimization tactics.
3- One AB test recommendations: must include the proposed ab tests to be conducted on either of the channels (meta or google).
Deliverable 6: Digital Media consultant in market 6, By 15.10.2024
Expected outputs:
1- One media plan: must include proposed spends, estimated conversions and income based on historical learnings.
2- One Audit report: must include review across campaign structure, audience, budget split and optimization tactics.
3- One AB test recommendations: must include the proposed ab tests to be conducted on either of the channels (meta or google).
Deliverable 7: Digital Media consultant in market 7, By 15.11.2024
Expected outputs:
1- One media plan: must include proposed spends, estimated conversions and income based on historical learnings.
2- One Audit report: must include review across campaign structure, audience, budget split and optimization tactics.
3- One AB test recommendations: must include the proposed ab tests to be conducted on either of the channels (meta or google).
Deliverable 8: Digital Media consultant in market 8, By 15.12.2024
Expected outputs:
1- One media plan: must include proposed spends, estimated conversions and income based on historical learnings.
2- One Audit report: must include review across campaign structure, audience, budget split and optimization tactics.
3- One AB test recommendations: must include the proposed ab tests to be conducted on either of the channels (meta or google).
Deliverable 9: Digital Media consultant in market 9, By 15.1.2025
Expected outputs:
1- One media plan: must include proposed spends, estimated conversions and income based on historical learnings.
2- One Audit report: must include review across campaign structure, audience, budget split and optimization tactics.
3- One AB test recommendations: must include the proposed ab tests to be conducted on either of the channels (meta or google).
Deliverable 10: Digital Media consultant in market 10, By 15.2.2025
Expected outputs:
1- One media plan: must include proposed spends, estimated conversions and income based on historical learnings.
2- One Audit report: must include review across campaign structure, audience, budget split and optimization tactics.
3- One AB test recommendations: must include the proposed ab tests to be conducted on either of the channels (meta or google).
Deliverable 11: Digital Media consultant in market 11, By 15.3.2025
Expected outputs:
1- One media plan: must include proposed spends, estimated conversions and income based on historical learnings.
2- One Audit report: must include review across campaign structure, audience, budget split and optimization tactics.
3- One AB test recommendations: must include the proposed ab tests to be conducted on either of the channels (meta or google).
Deliverable 12: Digital Media consultant in market 12, By 14.4.2025
Expected outputs:
1- One media plan: must include proposed spends, estimated conversions and income based on historical learnings.
2- One Audit report: must include review across campaign structure, audience, budget split and optimization tactics.
3- One AB test recommendations: must include the proposed ab tests to be conducted on either of the channels (meta or google).
To qualify as an advocate for every child you will have…
Education:
• A first-level university degree (Bachelor’s degree or higher) in marketing, computer science, engineering, technology, digital media, or any other relevant areas is required.
Experience:
• A minimum of 3 years of relevant professional experience in paid media performance marketing or digital fundraising or digital marketing, with a special focus on delivering digital performance marketing is required.
• Proven experience is required in paid social (Meta) and paid search (Google) 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) with new customer acquisition and income campaigns.
• Experience in managing long-term and multiple projects simultaneously across 3 or more international geographies (Please do include the list of geographies you managed in your CV or cover letter).
Languages:
• Fluency in English is required. Knowledge of another official UN language is considered as an asset.
Others:
• 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.
Remarks:
• The application cover letter should include previous successes of proven paid media performance marketing across Google and Meta ads and Digital fundraising experience
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.
Remarks:
Costs indicated are estimated. Final rate shall follow the “best value for money” principle, i.e., achieving the desired outcome at the lowest possible fee. Consultants will be asked to stipulate all-inclusive fees, including lump sum travel and subsistence costs, as applicable.
Please indicate your all-inclusive (lump sum) fees against the deliverables listed above in the cover letter, If there is a need for business travel, the travel costs will be covered by UNICEF separately. The office selects the individual based on the best value for money.
Payment of professional fees will be based on submission of agreed deliverables. UNICEF reserves the right to withhold payment in case the deliverables submitted are not up to the required standard or in case of delays in submitting the deliverables on the part of the consultant.
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.
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.