Consultant (12 months, home-based, remotely) Digital Paid Media (EAP and LAC) - 2 roles, Individual Giving, PFP, Geneva

The Private Sector Fundraising and Partnerships Section (PSFP) within UNICEF's Division of Private Fundraising and Partnerships (PFP) collaborates with National Committees and Country Offices to maximize revenue and drive income growth. The Digital Fundraising team is implementing a Digital Revenue Strategy to collaborate and grow capacity in markets and improve their digital fundraising results. The vision is to become the largest and most successful non-profit digital fundraising program globally. The strategy aims to increase donations through improved digital capabilities, integrating digital channels to support activities like telemarketing, face-to-face fundraising, DRTV, and telethons. As a Digital Paid Media Specialist, the consultant will focus on performance marketing and ad operations on paid media channels (Facebook, TikTok, Instagram, Google, Bing, and YouTube). The role primarily involves Paid Social, Paid Search, programmatic display, with exposure to mobile DSP, video DSP, and direct publisher buys. The consultant will provide digital marketing consultancy across paid media channels (Meta and Google ads).

UNICEF works in over 190 countries and territories to save children’s lives, defend their rights, and help them fulfill their potential, from early childhood through adolescence.

At UNICEF, we are committed, passionate, and proud of what we do for as long as we are needed. Promoting the rights of every child is not just a job – it is a calling.

UNICEF is a place where careers are built. We offer our staff diverse opportunities for professional and personal development that will help them reinforce a sense of purpose while serving children and communities across the world. We welcome everyone who wants to belong and grow in a diverse and passionate culture., coupled with an attractive compensation and benefits package.

Visit our website to learn more about what we do at UNICEF.

For every child, the right to peace 

PURPOSE OF ASSIGNMENT:

The Private Sector Fundraising and Partnerships Section (PSFP) within UNICEF's Division of Private Fundraising and Partnerships (PFP) collaborates with National Committees and Country Offices to maximize revenue and drive income growth. The Digital Fundraising team is implementing a Digital Revenue Strategy to collaborate and grow capacity in markets and improve their digital fundraising results. The vision is to become the largest and most successful non-profit digital fundraising program globally. The strategy aims to increase donations through improved digital capabilities, integrating digital channels to support activities like telemarketing, face-to-face fundraising, DRTV, and telethons.

As a Digital Paid Media Specialist, the consultant will focus on performance marketing and ad operations on paid media channels (Facebook, TikTok, Instagram, Google, Bing, and YouTube). The role primarily involves Paid Social, Paid Search, programmatic display, with exposure to mobile DSP, video DSP, and direct publisher buys. The consultant will provide digital marketing consultancy across paid media channels (Meta and Google ads).

How can you make a difference? 

SCOPE OF WORK:

Advice on Paid Media Campaigns to achieve business goals across global markets:

• Markets to be decided based on business goals and opportunities.
• Paid channels include Google and Meta Ads.
• Consultancy will 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 of correct naming conventions, budgeting, reporting, quality and sanity checks, pixel management, ensuring channel best practices, and other execution details.

Media Plans based on Historical Insights:

• Analyze media performance data at the campaign, ad set, and creative level, audience, auction, and business insights to develop media plans.
• Media plans 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 third-party tools including, but not limited to, FB Ads Library, FB Insights, Google Trends, Auction Insights, SimilarWeb, 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.

DELIVERABLES:

Deliverables and Markets 1 to 12 Expected Outputs:

1. One Media Plan: must include proposed spending, 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 Recommendation: 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 5 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 5 or more international geographies (please do include the list of geographies you managed in your CV or cover letter).

Language:

• Fluency in English is required. For the LAC position, a strong working knowledge of Spanish and able to communicate in the language at a professional level for work purposes is required. Knowledge of another official UN language is considered as an asset.

Others:

• Hands-on experience of working with Google Analytics, FB CAPI, Pixel and event set up, Google Tag Manager, and Double Click campaign manager is a plus.
• Familiarity with enterprise management platforms such as Google Analytics 4, DV 360, and CM 360 is a plus.

Remarks:

The application cover letter should include previous successes (CPA, ROAS, volume of conversions) demonstrating proven paid media performance marketing across geographies 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:  

Please indicate your all-inclusive (lump sum) fees against the deliverables listed above, including all associated administrative and travel costs (if applicable), in the cover letter. The office selects the individual based on 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.