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Scope of work:
(Description of services, activities, or outputs)
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The India Country Office is currently implementing its 10th Country Programme
(CP-10), which envisions an India where every woman and young person,
especially those from vulnerable and marginalized communities, enjoys gender
equality, can fully realize their sexual and reproductive health and rights, and
actively contributes to sustainable development.
Aligned with the UNFPA Strategic Plan, the Programme of Action of the
International Conference on Population and Development (ICPD), and the 2030
Agenda, CP-10 focuses on achieving the three transformative results:
- Ending preventable maternal deaths
- Ending the unmet need for family planning
- Ending gender-based violence and harmful practices
In this context, the Digital Growth Strategy Consultant will lead the development
and execution of data-driven strategies to expand UNFPA’s digital presence, grow online communities, and amplify the impact of its work. They will craft compelling campaigns, leverage data and insights, and optimize content to enhance visibility and increase audience engagement. The role will also include advanced performance marketing, digital fundraising strategy, CRM-linked campaign ecosystems, and co-branded partnership execution in line with evolving organizational priorities.
Objectives of the Assignment:
The consultant will work for 11 months tentatively contract starts from July 2026 (extendable for a maximum of 11 months, depending upon performance, availability of funds, with a mandatory break of one month post completion of 11 months) support UNFPA India’s digital growth by leading campaign planning, driving content and video strategy, enhancing website performance, optimizing digital presence and driving followership growth. This includes providing strategic inputs on content, performance marketing, and influencer/celebrity/advocate engagement to ensure impactful and data-driven digital communication outcomes. The consultant will also conceptualise and drive a content strategy for increasing website traffic.
In addition, the consultant will contribute to strengthening end-to-end digital engagement (across both social media and the UNFPA India website) by supporting audience journey design, improving conversion pathways, and enabling more integrated, data-driven campaign ecosystems that connect content, platforms, and user insights.
Duties and Responsibilities:
- Campaign Planning & Strategy
- 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).
2. Content & Video Strategy
- 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.
3. Performance Marketing
- Recommend performance marketing strategy and audience amplification tactics.
- Recommend audience targeting strategies, paid campaign performance, and A/B testing insights for creatives and messaging. A/B testing, or split testing, is a controlled experiment comparing two versions of a digital asset—a webpage, email, or app feature—to determine which performs better based on user behavior.
4. Digital Growth & Analytics
- 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.
5. Website Strategy & Performance:
- 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
6. Coordination & Collaboration
- Participate in planning meetings and review sessions, offering input for digital amplification.
- Digital Fundraising (Individual Giving)
- Support in piloting individual giving initiatives that leverage the reach and trust of ambassadors and advocates to support programme areas.
- Proposed programme focus areas include maternal mortality, safe childbirth and pre-conception care (Save Every Mother: Because Birth Should Be Safe and Celebrated) and silver dividend (Compassion and Care for Every Elder).
- Programme focus areas and fundraising pathways will be identified in close coordination with programme teams, including clarity on the specific interventions, funding back channels, and mechanisms through which and where individual contributions will be deployed.
- Working in close coordination with UNFPA Headquarters, India-specific digital fundraising pilots will be developed using short-format video, social media storytelling, and clear calls to action. Website, payment gateway, CRM and other layers of platforms shall be implemented.
Deliverables:
- Campaign strategy and execution plans for UNFPA-specific days and priority digital moments
- Influencer engagement plans, including recommendations, onboarding support, workplans, and content calendars
- Edited and finalized digital content assets, including captions, graphics, reels, videos, and campaign copy
- Post-campaign insights reports capturing platform performance, audience behaviour, top-performing content, and actionable recommendations
- Recommendations to improve content discoverability, campaign integration, and landing page effectiveness
- Website content and performance strategy, including recommendations to improve traffic, user experience, and conversion pathways
- Digital fundraising (individual giving) pilot support, including campaign approaches, content journeys, and calls to action aligned with programme priorities
- Monthly consolidated performance reports linking digital, website, and campaign performance to engagement and conversion outcomes, with recommendations for optimization and scale
- Identification and onboarding support for two co-branded digital/social media partnerships
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