Overview
Provide specialized expertise in digital fundraising and paid media through the development of strategic and technical deliverables to strengthen paid media approaches across Latin America and the Caribbean.
Key Responsibilities
- Preparation of a comprehensive paid media strategic framework outlining recommended approaches for digital fundraising campaigns across key platforms.
- Development of strategic guidance for digital acquisition campaign structures.
- Preparation of a testing and experimentation framework outlining recommended A/B and multivariate testing approaches.
- Production of analytical performance review reports based on campaign data.
- Preparation of a technical alignment note outlining how paid media fundraising approaches should align with UNICEF Individual Giving and digital fundraising strategies.
- Preparation of in-depth analytical reports on campaign performance.
- Development of a best practices compendium for paid media digital fundraising.
- Preparation of a technical brief summarizing relevant platform developments and emerging features.
- Development of a strategic recommendations note outlining key insights and proposed approaches.
- Define and maintain a comprehensive paid media measurement framework aligned with Individual Giving KPIs.
- Preparation of a technical guidance note on digital tracking frameworks.
- Analyze attribution models and propose improvements.
- Create recommendations to maintain dashboards and reports providing visibility on spend, volume, efficiency and ROI.
- Develop clear and actionable performance narratives.
- Preparation of presentation materials summarizing campaign results, key insights and strategic recommendations.
- Development of periodic performance review reports consolidating campaign results, key challenges and identified optimization opportunities.
- Preparation of a planning and coordination guidance note outlining recommended approaches for campaign planning processes.
- Production of recommendations brief aimed about strengthening paid media fundraising performance.
- Development of a paid media content strategy framework outlining recommended approaches for aligning paid media fundraising campaigns with regional and country-level communications and marketing strategies.
- Preparation of creative and messaging guidance for paid media fundraising campaigns.
- Development of a content performance learning framework outlining recommended mechanisms for capturing and documenting insights from campaign performance data.
- Production of a strategic recommendations brief summarizing key insights related to audience behavior, platform dynamics and paid media performance.
- Preparation of knowledge-sharing materials and technical presentations on paid media fundamentals.
- Preparation of a brief summarizing relevant regional and global paid media practices.
- Development of internal guidance materials, playbooks or strategic frameworks aimed at strengthening paid media fundraising approaches.
- Preparation of a paid media budget framework outlining recommended approaches to the Cluster for budget planning.
- Development of a technical guidance note on paid media financial management processes.
- Preparation of recommendations to strengthen transparency, compliance and accountability mechanisms related to paid media budget tracking and expenditure management.
- Provide enhanced support during high-traffic events such as Emergencies, Telethons or major integrated campaigns.
- Development of strategic guidance for digital fundraising during peak periods.
- Coordinate paid media efforts with offline and mass media initiatives.
- Define and evolve a communication and activation strategy to address challenges and opportunities related to Meta / Andromeda and similar platform-level changes.
- Create recommendations to the Cluster markets in adapting to platform constraints, measurement limitations, and evolving best practices.
- Identify testing and innovation opportunities to mitigate risks and unlock new growth levers within the Meta ecosystem.
Required Experience
- 8-10 years of progressive experience in digital paid media campaigns, with a strong focus on: Leading high-performance Paid Media campaigns across Google Ads (Search, Display, YouTube) and Meta Ads.
- Managing digital acquisition strategies, donor cultivation, and retention initiatives.
- Sales and commercial target responsibilities, driving measurable outcomes such as revenue growth, lead conversion, and customer acquisition through performance marketing.
- Integrated media planning and execution for multi-channel digital campaigns.
- Demonstrated ability to manage large-scale campaigns, analyze performance metrics, and optimize ROI.
- Experience working in both agency and nonprofit/charity environments is highly advantageous.
- Proven track record of strategic leadership in managing budgets, coordinating teams, and achieving ambitious KPIs.
Qualifications
- A first-level university degree in Marketing, Advertising, Digital Fundraising, or other relevant fields is required.
- Additional certifications in Google Ads and Meta Ads are essential.
- Training or certification in related fields (e.g., Analytics, SEO, or Digital Strategy) is considered an asset.
