Paid Media Performance Consultant for Latin America

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Description

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Under the close supervision of the LAC PSFR Cluster Manager, the Fundraising Consultant (Paid Media Performance) will play a critical role in supporting the implementation of the LAC Cluster’s digital paid media fundraising strategy. Digital fundraising serves as a cornerstone for achieving the ambitious gross revenue targets planned in the coming years and is strategically aligned with the Global Individual Giving strategy. This consultancy is essential to ensure the achievement of revenue goals in an increasingly competitive and complex fundraising environment. By leveraging expertise in paid media performance, the consultant will contribute to optimizing digital campaigns, maximizing ROI, and driving sustainable growth for the LAC Cluster’s fundraising operations.

Key Activities Tasks:

Within the support also of the LAC Cluster Digital Specialist Consultant, the consultant may be assigned the primarily, shared, or contributory accountabilities for all or part of the following areas of major duties and key end-results:

• Develop and implement digital paid media fundraising strategies and initiatives, including acquisition campaigns (pledges, leads, one-offs) and retention campaigns (line and circle) to achieve various fundraising KPIs across all digital channels:
• Plan, execute, and evaluate the paid media strategy across different channels to maximize ROI.
• Plan, execute, and evaluate objectives, strategies, and actions in various digital acquisition channels: Google Ads (Search, YouTube, Pmax, Demand Gen), Meta Ads, Bing Ads, aiming for maximum volume and profitability in terms of ROI.
• Develop and implement digital acquisition campaigns (leads and direct conversions).
• Generate A/B testing actions and follow up on results.
• Provide detailed reports and support an up-to-date analysis of best practices, opportunities and trends and innovation related to digital paid media fundraising:
• Demonstrate effective stakeholder management and deep understanding of various market nuances, ensuring that paid media activities within the digital team are focused on areas of most strategic impact for the markets. At the same time contribute as a key expert to the implementation of the overall digital revenue strategy.
• Boost fundraising revenues and ROI across LAC Cluster: provide advice and leads teams running digital fundraising campaigns. The support should be provided end-to-end whenever needed: from planning, implementation to on-going optimization and post campaign review.
• Use the UNICEF network to apply the best digital learning. Analyze best practices and apply learning.
• Keep up-to-date dashboards and metrics to track paid media digital performance measurement and find the right tools to implement:
• Develop a metrics plan for paid media campaigns by proposing KPIs aligned with the Individual Giving strategy.
• Implement tracking pixels and other necessary tools using Google Tag Manager or similar platforms.
• Understand and analyze different attribution models for digital paid media campaigns, proposing improvements based on performance results.
• Generate and share monthly digital performance reports and develop dashboards to monitor key performance indicators for digital paid media campaigns.

Coordinate digital campaigns:

• Coordinate with the Digital and Marketing Content Consultant for Latin America to design and produce engaging content tailored for digital paid media campaigns, including platforms such as Google Ads, Meta Ads, and Bing Ads.
• Provide ongoing feedback to the Digital and Marketing Content Consultant regarding the performance of ads, analyzing variables such as content, ad type, placement, and audience segmentation to optimize campaign results.

Effective cross-functional coordination and collaboration:

• Coordinate the implementation of paid media campaigns with the digital agencies supporting the LAC Cluster. This consultancy will oversee the team assigned by the digital agency to execute all paid media campaigns across Google, Meta, and Bing Ads.
• Monitor and track the budget allocation for paid media campaigns across the six markets that comprise the LAC Cluster, ensuring efficient resource utilization.
• Collaborate closely with various fundraising channels and communication teams within the Cluster to ensure the successful implementation of the LAC Cluster Digital Strategy.

Special Campaigns Support:

• Support during high-traffic events, such as Telethons or Emergencies: The Paid Media Performance Consultant should assist markets running these campaigns, as digital fundraising opportunities increase significantly during these periods. Additional support and budget allocation should be provided accordingly.
• Coordinate with offline media efforts: For events like Telethons, which involve high brand exposure through offline channels like TV, radio, and traditional press, the consultant should ensure alignment between paid media campaigns and these traditional media approaches to maximize digital fundraising results.

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

• 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.
• 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.
• Fluency in Spanish and English is required, with excellent written and oral communication skills in both language

Source: https://jobs.unicef.org/cw/en-us/job/579844

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