Marketing Manager Planning

The Marketing Manager plays a critical role in the marketing function of the Individual Giving (IG) team. The role is expected to support markets in the Latin American region (LAC) region in developing their marketing discipline, building on and developing an already successful business model, which results in increased net income for UNICEF’s program of work for children.

The global Individual Giving team operates to support and enable countries in their fundraising, and this role works within that approach to cascade and develop the capabilities of teams at regional and market levels, as well as supporting or leading the development and implementation of relevant global strategies. As part of the HQ Individual Giving team, and through collaboration with key stakeholders the Marketing Manager will work with LAC markets to deliver agreed programs and initiatives.

The role holder will have regional business ownership over agreed programs and initiatives – such as being the regional champion for the Supporter Engagement Strategy (SES) program, marketing framework, and segmentation as UNICEF shifts to an audience-centric approach. All accountabilities of this type serve the successful fundraising and marketing in individual countries in the region.

The role holder will work closely with the LAC regional team, geographical squad, digital strategists, and country focal points to deliver marketing expertise and support to markets.

Strategic Marketing Framework:

• Cascade and champion the deployment of the IG strategic marketing framework in the region and across markets, supporting PFP’s shift from sales to market orientation. Create a change management and influencing plan that identifies key areas of development and change for UNICEF for the LAC region, and a roadmap to get there. Liaise and collaborate with the Marketing Manager in Geneva and other regional Marketing colleagues to ensure alignment and information sharing.
• Work in close consultation with stakeholders within and beyond PFP, particularly key markets and regional office stakeholders on how the framework supports, challenges, and/or integrates with existing strategies and policies. Influence and negotiate to ensure the roadmap is viable and delivered, take learnings into account, serve to provide feedback to the global team and facilitate the exchange of information and best practice.
• Identify and establish enablers of the marketing framework e.g., segmentation, strategy and planning, marketing funnel, and facilitate their adoption and use through consultancy and hands-on support. Documentation of learnings and case studies to share with other specialists and markets.

Marketing Strategy and Planning

• Work with the regional IG team, Regional Office, and the leadership in markets to develop a market orientation at the market level, consisting of audience segmentation, targeting, positioning, and product portfolio.
• Support the leadership in the market to understand the operational and strategic changes required to move to a market orientation.
• Build the case for change, ensuring there is adequate thought and forecasting on how the change will be able to drive increased contributions to programs over the following financial year and strategic period.
• Work with the leadership teams in the market to understand and support the needs of the team to enable this change.
• Ensure IG fundraising planning and delivery is driven by audience understanding at all stages.

Product Marketing:

• Facilitate and analyze the performance of key products in markets, identifying opportunities for improvement and growth through existing or new products e.g., subscription products. Connect global initiatives with local opportunities, recognize how the products meet audience needs profitably and can continue to evolve to be a valuable part of UNICEF’s portfolio at regional and market levels.

Support Engagement Strategy (SES) Marketing Champion:

• Be the PFP champion on the development of and integration of the supporter engagement strategy as markets move to Salesforce products and their use to deliver audience-centric campaigns and strategies.
• Work across PFP and other divisions to support a more integrated and audience-led approach to supporter experience that delivers both on organizational goals and individual donor needs.
• Work closely with the SES program office and team, and provide business expertise and insight, in support of the development and deployment of Salesforce and other relevant martech.
• Work with markets, Marketing Cloud Business Analysts, and the CRM Success team to support the successful adoption of Marketing Cloud. Be the regional business sponsor for Marketing Cloud in the post-implementation stage of the Salesforce implementation project.

Supporter insight and excellence in delivery of supporter experiences: 

• Ensure the continuing focus on the quality and relevance of the supporter experience through every touchpoint, across LAC markets, to ensure that this experience fulfills UNICEF’s brand promise.
• Work to influence every interaction between a supporter and the organization to ensure we provide journeys that foster loyalty and a desire to support the work of UNICEF through an increased customer lifetime value.
• Support UNICEF markets to develop and consider how to resource the scaling of tailored supporter journeys through appropriate use of martech, and choosing automation strategies that suit the resource and capability of teams.
• Collaborate with analytics and insight teams to support the development of stronger donor insights that can drive creative, strategy, and overall business performance resulting in the delivery of more profitable IG products for LAC.
• Using data from different sources, map supporter journeys through the marketing funnel, identifying key areas for optimization and financial growth potential by delivering improved experiences and journeys.

To qualify as a Champion for every child you will have…

Education:

• An advanced university degree in Marketing, Communications, the Humanities, Fundraising, Business Administration, Social Sciences, International Relations, UX Design, or the equivalent, is required.
• Alternatively, a first-level university degree in a relevant field combined with an additional two years of professional experience may be accepted in lieu of the advanced degree.

Experience:

• A minimum of eight (8) years of professional experience is required, five of which should be in marketing planning and strategy.
• Supporter engagement/user experiences and journeys, preferably in a response-driven, multi-channel, cross-platform environment, are required.
• Hands-on technical expertise and knowledge of automation and market solutions (CRM) is required.
• Experience with Salesforce is an asset.
• Experience working in a front-line fundraising environment in an advertising or marketing agency is an asset.
• Experience working in a commercial setting is an asset.
• Experience working with LAC region markets is an asset.
• Experience working in the UN/UNICEF is an asset.

Language requirements:

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

Source: https://jobs.unicef.org/cw/en-us/job/575170