TERMS OF REFERENCE
The Private Sector Fundraising and Partnerships Section (PSFP) works with National Committees and UNICEF Country Offices to maximize revenue and drive income growth. Within PSFP, the Digital team is implementing the Digital Revenue Strategy to Inspire, Collaborate, and Enable markets to improve their digital fundraising results.
The vision: become the largest and most successful non-profit digital fundraising program in the world. The overall objective of the Digital Revenue Strategy is to increase net income and donations through improved digital capabilities, integrating digital channels to support activities such as telemarketing, face-to-face fundraising, DRTV, telethons, etc. This is enabled by a strong understanding of our audiences and the audience's journey across these channels, both offline and online.
The selected applicants will work as a Digital Paid Media consultant, empowering and enabling international UNICEF markets to independently drive profitable and scalable performance marketing, digital fundraising, and paid-advertising operations on owned, earned, and paid media channels, such as AI Chat Bots (Claude, Chat GPT), Meta, Google, Bing, TikTok ads, and more, with a primary focus on net income generation, profitably, at scale, and in the shortest amount of time. The person will enable, empower, manage and oversee paid media ad operations in UNICEF markets to expand their income portfolio holistically, provide the technical know-how to assess and develop performance marketing strategies, and the necessary skills to deliver them within their markets, and assist in disseminating that knowledge to other UNICEF markets. The position is a good combination of executioner, orchestrator, and enabler.
The Digital Paid Media Consultant is responsible for driving financial growth and ensuring sustainability in their assigned UNICEF markets. They collaborate closely with global UNICEF teams and regional squads to offer expertise in digital performance marketing and advertising across owned, earned, and paid media channels—primarily focusing on AI, Meta, and Google ads. The ideal candidate empowers markets and provides hands-on support to other paid media consultants for launching and optimizing performance marketing and paid media campaigns, aiming to achieve each market’s business goals. Responsibilities include reviewing UNICEF’s current approach, campaign structure, paid media set up, pixels, conversion tracking, preparing and presenting strategies, learnings, insights, toolkits, guidelines, checklists, SOPs, and media plans based on business goals, and historical data. They also produce assessment reports from channel reviews and test-and-learn recommendations on a weekly, monthly, and quarterly basis, tailored per market or as required.
1. Support UNICEF Markets in developing and implementing a scalable, profitable Performance Marketing strategy to drive net income growth and meet P&L goals:
• Markets to be decided based on business goals and opportunities.
• Primary paid advertising channels include Google, Bing , and Meta-ads.
• Secondary income generation channels include AI Chat Bots (Claude, ChatGPT), GEO, SEO, and AEO.
• Scope of work could include hands on execution across channels such as META, Google, Bing Ads, SEO and training fellow paid media consultants on areas related to Ad account setup, account whitelisting, campaign setup, media buys, Ad account optimization, campaign budget optimization, Bid 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 strategic, tactical and execution details.
2. Set up, manage, optimize, enhance performance, Document Learnings and Insights, enable and empower other paid media consultants on effectively managing and scaling a performance marketing channel—whether owned, earned, or paid- through Training, Upskilling, Execution support, and Advisory assistance:
• Evaluate and share media performance data across various dimensions, such as Channel, Campaign, Ad Set, Creative, Audience, Auction, Bid, Device, and Placement, along with business insights, to create a comprehensive media plan.
• Monthly Media plans should include strategy, rationale, caveats, prerequisites, creative ad data requirements, and projections such as budgets, estimated conversions, ROI, and income.
3. Provide Assessment and Discovery Reports Based on Channel and Performance Marketing Review:
• Conduct and communicate a comprehensive analysis of each market's strengths, areas for improvement, and overall strategic direction, aligning with the market's business objectives and competitive landscape.
• Utilize third-party tools such as FB Ads Library, FB Insights, Google Trends, Auction Insights, Similar Web, Meta, eMarketer, and Google Ads Manager to inform your assessment of identified markets.
• Assessment reports should present a holistic evaluation of market profitability, scalability, organizational skills, technology stack, advertising channels, campaign structures, target audiences, budget allocation, and optimization strategies.
4. Share test and learn recommendations:
• Keep current with AI, Meta, and Google ad trends, and run AB tests on flagship or beta products for key channels and campaigns. Include suggestions for media, website, analytics, and creative optimization to improve campaign performance.
Minimum requirements
Education:
Work Experience:
Language requirement:
• Skills:
• Hands-on experience of working with AI agents, AI Ad features such as Performance Max, Demand Gen, Advantage + and AI Max, Google Analytics 4, FB CAPI, Google enhanced conversion code, Pixel and event set up are required.
• Familiarity with enterprise management platforms such as Programmatic ads, Netflix ads, Amazon DSP, and DV 360 is an asset.
For every Child, you demonstrate...
UNICEF does not hire candidates who are married to children (persons under 18). 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 based on gender, nationality, age, race, sexual orientation, religious or ethnic background or disabilities. UNICEF is committed to promote the protection and safeguarding of all children. All selected candidates will, therefore, undergo rigorous reference and background checks, and will be expected to adhere to these standards and principles. 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, and selected candidates with disabilities may be requested to submit supporting documentation in relation to their disability confidentially.
- An up-to-date TMS profile and curriculum vitae (CV)
- Cover letter
Technical proposal requirement:
UNICEF does not charge a processing fee at any stage of its recruitment, selection, and hiring processes (i.e., application stage, interview stage, validation stage, or appointment and training). UNICEF will not ask for applicants’ bank account information.
All UNICEF positions are advertised, and only shortlisted candidates will be contacted and advance to the next stage of the selection process.