CRM Journeys Specialist

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Description

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The CRM Journeys Specialist is responsible for managing CRM journeys to optimize donor engagement and retention across 16 markets in the EAP, MENA, and ECARO regions. This role supports digital fundraising efforts by designing and implementing CRM strategies that enhance donor experience, maximize lifetime value, and contribute to overall revenue growth.

A key aspect of the role involves enabling and empowering regional fundraising teams to leverage CRM tools and insights. This includes building capacity in digital fundraising, improving processes, and sharing best practices to support long-term digital transformation. The ultimate goal is to drive financial sustainability and growth through targeted CRM initiatives, taking the region’s fundraising capabilities and results to the next level.

Scope of Work:

The CRM Journeys Specialist is responsible for:

• CRM Strategy and Implementation: Oversee the development, execution, and optimization of SFMC journeys to drive donor upsell and cross sell, retention, and lifetime value across global markets.
• Digital Campaign Support: Collaborate with markets to enhance digital campaigns, ensuring that CRM journeys are integrated effectively to support growth in donor engagement and retention.
• Technical and Strategic Expertise: Advise and support the virtual hub team across various functions (CRM systems, email marketing, content personalization, donor support, analytics) by providing technical and strategic insights to optimize CRM campaigns.
• Capacity Building and Knowledge Transfer: Facilitate the sharing of best practices, templates, and learnings with global markets, helping them strengthen their own CRM-driven digital fundraising programs.
• Performance Monitoring and Optimization: Regularly assess CRM performance metrics and provide actionable recommendations to improve donor loyalty and overall campaign effectiveness.

Main Tasks:

• Revisit and orchestrate the current in place retention strategy complementing automated journeys and bulk sends to maximize business goals 
• Reevaluate and enhance the overall donor retention strategy to ensure it aligns with UNICEF’s business objectives and maximizes donor engagement and revenue. Integrate automated email and SMS journeys with targeted bulk sends to create a cohesive and comprehensive retention strategy that addresses different stages of the donor lifecycle.
• Leverage data-driven insights to refine automated journeys, ensuring that they are optimized for donor retention, increased lifetime value, and conversion.
• Coordinate bulk communication efforts to complement automated workflows, ensuring consistency in messaging and timing across all touchpoints.
• Continuously monitor and adjust the retention strategy based on performance metrics, identifying opportunities to improve donor loyalty and achieve long-term fundraising goals.
• Collaborate with cross-functional teams to ensure that all retention efforts are aligned with broader marketing strategies and effectively utilize UNICEF’s marketing technology and resources.
• Align retention strategies with paid media campaigns to ensure consistent messaging and maximize the effectiveness of donor touchpoints across all channels. 

Retain and upsell more donors to maximize online revenue through email and SMS activation strategy:

• Develop and implement a robust strategy focused on increasing revenue, donor retention, and lifetime value through targeted email and SMS campaigns.
• Create tailored approaches for UNICEF’s global markets by utilizing data-driven insights, split-testing, and optimization techniques to drive real business impact. This includes increasing email opt-ins, open rates, click-through rates, and repeat donations.
• Conduct thorough audits and track key performance indicators (KPIs) to identify opportunities for boosting conversion rates, enhancing donor loyalty, and building long-term brand trust.
• Ensure meticulous quality control at every stage of the process, from discovery and strategy development to the execution of automated email and SMS flows within Salesforce and similar platforms.
• Provide strategic inputs to create high-performing, attention-grabbing content, manage the setup and implementation of campaigns, and ensure proper segmentation, functionality, and third-party integration.
• Regularly review and report on campaign performance, using data-driven insights to refine and optimize future initiatives.
• Collaborate with regional teams to craft personalized donor experiences, develop a roadmap to optimize donation forms, and build automated customer lifecycle flows that increase donor engagement and maximize return on investment (ROI).
• Partner with key teams, including Individual Giving and Marketing Cloud resources, to fully leverage UNICEF’s marketing technology, ensuring that all donor journeys are optimized for maximum impact and brand elevation.

Ensure easy to access reporting of the retention strategy:

• Develop and maintain a clear, user-friendly reporting system that provides comprehensive insights into the performance of individual journeys, bulk sends and A/B tests.
• Keep an A/B testing mindset, continuously testing and optimizing donor journeys to improve engagement, retention, and conversion rates.
• Create dashboards and regular reports that track key performance indicators (KPIs) such as donor retention rates, lifetime value, conversion rates, engagement metrics, and A/B test results.
• Ensure that reporting tools are easily accessible to all relevant stakeholders, enabling quick and informed decision-making.
• Implement processes for real-time monitoring and analysis, allowing for swift adjustments to the retention strategy based on data-driven insights.
• Regularly review and update reporting methodologies to ensure they align with evolving business goals and technological capabilities.

Enable and empower the global UNICEF markets with advanced toolkits, best practices, and training modules to enhance performance results of email and SMS journeys:

• Develop opportunities and plans to engage with Salesforce Marketing Cloud community at UNICEF and utilize this to empower and enable colleagues to improve their performance on topics such as audience segmentation, data-backed analysis, measurement, managing scale and other relevant topics for UNICEF markets.
• Develop pilot programs to test new approaches to donor journeys among local UNICEF offices, with a focus on how those tests can be scaled to other offices.
• Work with key markets to exchange learnings on global journeys with other markets.

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

Education:

• An Advanced University degree is required in one of the following fields is required: Marketing, Digital Marketing, Social Science, Communication, Fundraising, Business Administration, or another relevant technical field.
• Alternatively, a first-level university degree in a relevant field combined with two additional years of qualifying experience may be accepted in lieu of the advanced university degree.
• Formal certification in Salesforce Marketing Cloud is required.

Experience:

• A minimum of three (3) years of professional experience in the following field is required: Marketing Automation and Journey orchestration.
• CRM and Digital Marketing Expertise: Hands-on experience with CRM platforms like Salesforce Marketing Cloud or HubSpot, including creating and managing automated email and SMS campaigns. Practical knowledge of digital marketing techniques, including email, SMS, and paid media, and how they integrate.
• Data and Reporting Skills: Proven ability to use data for decision-making, including setting up and analyzing A/B tests, tracking key performance indicators (KPIs), and maintaining reporting systems to provide actionable insights.
• Strategic Planning and Implementation: Experience developing and executing strategies to enhance donor retention and lifetime value. Ability to align these strategies with broader business goals and integrate them with other marketing efforts.
• Project and Campaign Management: Proven track record in managing projects and detailed plans for digital campaigns and automated workflows, ensuring timely and successful execution.
• Technical Proficiency: Skilled in using marketing automation tools and CRM systems to set up, monitor, and optimize campaigns. Ability to troubleshoot issues and ensure high-quality control.
• Training and Team Support: Experience in developing training programs and supporting teams to enhance their CRM and digital marketing capabilities. Strong collaboration skills and effective communication with cross-functional teams.
• Adaptability and Continuous Improvement: Ability to adapt to new technologies and trends, with a proactive approach to testing, learning, and optimizing strategies. Experience in the nonprofit sector or similar organizations is a plus.

Languages:

• Fluency in English is required. Knowledge of another official UN language is considered as an asset.

Source: https://jobs.unicef.org/cw/en-us/job/576149

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