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:

1. Develop and implement digital fundraising strategies and initiatives, including acquisition campaigns (pledges, leads, one-offs) and partner retention campaigns (line and circle) to achieve various fundraising KPIs across all digital channels:

• Plan, execute, and evaluate the investment strategy across different channels to maximize ROI.
• Plan, execute, and evaluate objectives, strategies, and actions in various digital acquisition channels: SEO, Google Ads (Search, YouTube, Pmax, Demand Gen), Meta Ads, Bing Ads, Display, Real-Time Bidding, social networks, affiliation, and database acquisition actions, aiming for maximum volume and profitability in terms of ROI.
• Develop and implement a Conversion Rate Optimization (CRO) strategy. Analyze the user journey and experience to gain insights for implementation.
• Create work processes that can be tested with measurable results and have a quick impact on fundraising.
• Develop and implement digital acquisition campaigns (leads and direct donors).
• Generate A/B testing actions and follow up on results.

2. Keep up-to-date dashboards and metrics to track digital performance measurement and find the right tools to implement:

• Develop a metric plan and propose KPIs in accordance with the Individual Giving strategy. Support the development of the strategy, implementation and optimization of web analytics: tags, tracking, metrics and implementation of pixels through Google Tag Manager, Google Analytics 4 – Enhanced E-commerce, Hotjar and other tools that may be necessary.
• Propose improvements according to the results obtained.
• Generate and share monthly digital reports. Develop dashboards to monitor key digital performance indicators.

3. Coordinate all the necessary technological solutions to support the strategy of recruitment, retention, loyalty, value maximization, guaranteeing compliance with legal requirements:

• Ensure digital platforms and activities protect data transfer through the creation of a protocol
• Guarantee compliance with legal requirements in all digital activities, in the short and long term (GGPx, PCI, GDPR, data management, etc.), through the creation of a protocol.

4. Provide detailed reports and support an up-to-date analysis of best practices, opportunities and trends and innovation related to digital fundraising, from the UNICEF network and external organizations:

• Use innovative tools to identify new trends in digital transformation and develop new business models and channels.
• Understand how digital organizations work and try to apply these principles in the daily work of LAC Cluster
• Use the UNICEF network to apply the best digital learning. Analyze best practices and apply learning.

5. Prepare marketing contents and campaigns.

• Design and production of content for digital (landings, email, WhatsApp, SMS, web, social media, Google Ads, Metas Ads, etc.)
• Adaptation or translation of global or regional fundraising contents to the reality and needs of each LAC Cluster office.

6. Effective cross-functional coordination and collaboration:

• Work in a coordinated way with the different fundraising channels and the Communication teams along the Cluster to successfully implement the LAC Cluster Digital Strategy

Requirements: 

• A first level university Degree in Marketing, Advertising, Digital Fundraising, or other relevant fields is required. Any other additional training in a related field is an asset.
• 6 years of progressively responsible work experience in digital marketing or digital fundraising areas, with specific focus on areas such as digital acquisition, cultivation and retention of pledge donors, integrated media planning, and marketing communications and multi-channel campaign management. It would be an advantage if the person had gained the above experience in both agency and charity environments
• Fluency in Spanish and English is required.

Technical knowledge

• Specialized in paid media, including Google Ads and Meta Ads certifications, with a focus on SEM and paid social. Experienced in content creation using various design and editing tools. Other skills and attributes (optional)
• Strong analytical skills and problem-solving mind oriented.
• Experience training and upskilling teams.
• Excellent communication skills, (both written and oral) to translate complicated business requirements into technical based language, and vice versa.