Overview
Develop and execute data-driven strategies to expand UNFPA’s digital presence, grow online communities, and amplify the impact of its work. Craft compelling campaigns, leverage data and insights, and optimize content to enhance visibility and increase audience engagement.
Key Responsibilities
- Provide strategic and creative input for UNFPA India specific campaigns across digital platforms.
- Support in developing campaign strategy with content plan, key messages, tactics, success metrics, performance marketing, influencer marketing if applicable.
- Support in identifying and executing digital growth opportunities and performance marketing across platforms and advising on high-impact tactics.
- Support in identifying and executing two co-branded digital campaigns with like-minded partners (pvt sector).
- Guide storytelling formats, messaging, and audience targeting for digital content.
- Coordinate the end-to-end execution of reels, short videos, lives and campaign-related audiovisuals, with the assistance of AI.
- Support and guide multimedia stories and content pieces for the UNFPA India website.
- Recommend performance marketing strategy and audience amplification tactics.
- Recommend audience targeting strategies, paid campaign performance, and A/B testing insights for creatives and messaging.
- Monitor key growth metrics across platforms and recommend data-driven adjustments.
- Analyze engagement, reach, and conversion trends to optimize strategy.
- Help translate digital insights into strategic actions for future campaigns.
- Support in developing the website content strategy to drive traffic growth and strengthen user engagement.
- Provide recommendations on landing page optimization, user journeys, and alignment with digital campaigns and fundraising initiatives.
- Monitor website performance and suggest data-driven improvements to enhance discoverability and conversion pathways.
- Participate in planning meetings and review sessions, offering input for digital amplification.
- Support in piloting individual giving initiatives that leverage the reach and trust of ambassadors and advocates to support programme areas.
- Develop UNFPA India-specific digital fundraising pilots using short-format video, social media storytelling, and clear calls to action.
Required Experience
- Minimum 6–8 years of progressively responsible experience in digital strategy, growth marketing, or performance-driven communications, with demonstrated experience in leading data-driven campaigns.
- Proven expertise in performance marketing, including paid media strategy, audience targeting, campaign optimization, and A/B testing across digital platforms.
- Demonstrated experience in designing and managing end-to-end digital campaign funnels, including audience acquisition, engagement, conversion, and retention strategies.
- Experience working with digital fundraising models, individual giving campaigns, or conversion-focused digital initiatives, preferably within development or social impact contexts.
- Strong understanding of website strategy, including content planning, landing page optimization, SEO basics, and alignment with campaign and conversion journeys.
- Familiarity with CRM systems, marketing automation tools, and digital platform integrations (e.g., payment gateways, tracking systems), with the ability to coordinate across technical and non-technical teams.
- Strong understanding of major social media platforms (Instagram, X/Twitter, Facebook, YouTube, LinkedIn) and evolving digital ecosystems.
- Proficiency in analytics and performance tracking tools (e.g., Google Analytics, social media analytics dashboards, CMS platforms), with the ability to translate data into actionable insights.
- Working knowledge of design and editing tools such as Canva, InShot, Adobe Premiere Pro.
- Demonstrated experience in managing or coordinating with digital agencies and external partners, ensuring quality control and alignment with strategic objectives.
- Experience in developing and executing co-branded campaigns or partnerships with private sector or multi-stakeholder entities is desirable.
- Experience working with UN agencies, development sector organizations, or youth-focused initiatives is desirable.
Qualifications
Advanced university degree (Master’s) or Bachelor’s degree with equivalent experience in communications, digital marketing, media, or a related field
