Digital Specialist Consultant

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Description

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The main purpose of this assignment is to enhance digital acquisition through digital channels, thereby increasing UNICEF revenue in LAC PSFR Cluster. To achieve these results, the professional will support the teams from the Cluster markets to improve their digital fundraising activities and maximize revenue results, providing additional capacity and capability.

Key Activities Tasks:

For PSFR Cluster/Emerging Markets:

By the end of 2025, achieve the goal of 4,775 recurring donors through direct conversion in the GGPX (Global Giving Platform) within 6 markets (Bolivia, Costa Rica, Dominican Republic, Guatemala, Panamá and Paraguay), fulfilling the plans of each of the markets:

• Dominican Republic: Digital Paid Media Budget: $180,000 hiringnearme.org Recurring Donors Target: 1,213
• Bolivia: Digital Paid Media Budget: $144,000 hiringnearme.org Recurring Donors Target: 1,027
• Panama: Digital Paid Media Budget: $102,000 hiringnearme.org Recurring Donors Target: 600
• Costa Rica: Digital Paid Media Budget: $122,400 hiringnearme.org Recurring Donors Target: 786
• Paraguay: Digital Paid Media Budget: $93,600 hiringnearme.org Recurring Donors Target: 549
• Guatemala: Digital Paid Media Budget: $93,600 hiringnearme.org Recurring Donors Target: 600

Summary:

• Total Digital Paid Media Budget: $735,600
• Total Recurring Donors Target: 4,775
• Average Cost Per Acquisition: $154

This role will be responsible for coordinating the work of the Paid Media Consultant, Web Analytics and CRO Consultant, and Content Consultant. Additionally, the Digital Specialist Consultant will oversee collaboration with a Paid Media Agency and a Web Development Agency to ensure alignment and successful execution of digital fundraising strategies.

Optimize the GGPx (Global Giving Platform) in the 6 LAC Cluster Countries, receiving traffic from always-on campaigns active on:

• Google Ads (Search, P-max, YouTube, etc.)
• Meta Ads (Facebook, Instagram)

Comms Sites

• Support and implement emergency fundraising campaigns, coordinating markets to be first movers in the region. For markets not currently fundraising, set up SEM and remarketing campaigns.
• Optimize digital campaigns together with agencies to maintain and improve cost and return indicators established in each digital donor acquisition plan, as well as in lead generation.
• Lead the digital agencies of LAC Cluster to manage the digital advertising budget in each country and control the Cost Per Acquisition and ROAS of each digital campaign.
• Support the digital acquisition strategy and implementation during Telethons in each country, including events such as the Dominican Republic Telethon in March and April, the Bolivia Telethon in June, and special campaigns like El Reto de Gaby in Guatemala, among others.
• Implement a single automation tool that covers digital communication for Donors and Leads.
• Coordinate the management (creation, releases, updating, etc.) of the official donation landing pages (GGPx).
• Guarantee end-to-end testing of the GGPx instance in LAC Cluster to ensure a donation process without technical issues for users and internal teams in UNICEF.
• Share best practices between markets: campaigns, content, emailing process, lead generation, and lead nurturing activities.
• Work on the approval processes for content/materials in an agile flow with each CO, as well as the implementation plan for each of the campaigns
• Acquire a total of a minimum of 4,775 pledge donors in the second semester of the year through direct conversion on the web, all while meeting the minimum goals of each market based on its plan (PSP 2025) and leveraging the potential of other opportunities wherever they exist.
• Generate quality leads that allow conversion for each market.
• Coordinate the preparation and launch plan of digital assets and campaigns for the acquisition of donors and leads, with the respective approval of the country office and the cluster.
• Implement one Automation Tool in the Cluster that covers services for Thank You emails, Abandoned Carts, Journeys, and Retention flows.
• Reduce the Lead-conversion dependency in LAC Cluster, increasing direct conversion campaigns.
• Increase digital participation in the yearly regional revenue of LAC Cluster, having a higher growth rate than the traditional channels like F2F and Telemarketing.
• Provide the required support to digital teams in the region and assist in implementing digital plans in markets.
• Responsible for the optimization and testing websites, forms, and tools like the Global Giving Platform (GGPx).
• Improve digital fundraising performance in LAC’s Markets, especially in Pledge donors.
• Coordinate monthly/weekly meetings with each of the markets for tracking indicators and improvement plans.
• Coordination and management of the performance of digital agencies to meet the goals.

 To qualify as an advocate for every child you will have… 

• A Bachelor university Degree in Marketing, Advertising, Digital Fundraising, or other relevant fields is required. Any other additional training in a related field is an asset.
• More than 10 years of progressively responsible experience in digital marketing or digital fundraising, with a specific focus on areas such as digital acquisition, donor cultivation and retention, integrated media planning, marketing communications, and multi-channel campaign management. Experience in both agency and charity environments are considered advantages.
• Developing country work experience and/or familiarity with emergency is considered an asset. 
• Fluency in Spanish and English is required.

Source: https://jobs.unicef.org/cw/en-us/job/578553

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