UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. To save their lives. To defend their rights. To help them fulfill their potential.

Across 190 countries and territories, we work for every child, everywhere, every day, to build a better world for everyone.

And we never give up.

For every child, hope

Purpose of Assignment:

The Private Sector Fundraising and Partnerships Section (PSFP) within the UNICEF Division of Private Fundraising and Partnerships (PFP) works with National Committees and UNICEF Country Offices to maximize revenue and drive income growth. Within PSFP, the Digital Fundraising team is implementing a new Digital Revenue Strategy aimed at inspiring, collaborating, and enabling markets to improve digital fundraising results. The vision: is to become the largest and most successful non-profit digital fundraising program in the world. The strategy’s overall objective is to increase donations by enhancing digital capabilities and integrating digital channels to support activities such as telemarketing, face-to-face fundraising, DRTV, and telethons. As a Digital Paid Media Specialist (Paid Social and Paid Search), the consultant will focus on driving performance marketing and ad operations across paid media channels, including Facebook, Tiktok, Instagram, Google, Bing, and YouTube. The primary focus will be on Paid Social, Paid Search, and programmatic display, with additional exposure to mobile DSP, video DSP, and direct publisher buys (through direct buys or affiliate marketing). This role also involves providing digital marketing consultancy across Meta and Google ads.

How can you make a difference?

Scope of Work Advise on Paid Media Campaigns to achieve business goals across 12 global markets:

• Markets will be selected based on business objectives.
• Paid channels include Google and Meta ads.
• Consultancy may cover such as Ad account setup, account whitelisting, campaign setup, media buys, Ad account optimization, campaign budget optimization, event optimization, audience lists, always-on campaigns, split tests, correct naming conventions, budgeting, reporting, quality and sanity checks, pixel management, and ensuring channel best practices, along with other execution details.

Share Media Plan based on historical Insights:

• Analyze media performance data at the campaign, ad set, creative level, audience, and auction levels, along with business insights, to develop media plan.
• The media plan must include the proposed budget, estimated conversions, and projected income.

Share Audit report based on channel review:

• Review and communicate the competitive landscape in the identified markets using third-party tools including but not limited to FB Ads library, FB Insights, Google trends, Auction Insights, SimilarWeb, Meta Ads Manager, and Google Ads Manager.
• The audit report must include a review of campaign structure, audience, budget allocation, and optimization tactics.

Share AB test recommendations:

• Stay up to date with new Meta and Google Ads trends, and A/B test flagship and/or beta products for strategic ad accounts and campaigns.
• A/B test recommendations must include media, analytics, and creative optimization strategies to enhance campaign performance.

WORK ASSIGNMENTS/OVERVIEW:

The consultant will focus on providing consultancy across paid media channels, including Meta and Google Ads.

• The goal is to launch and optimize paid media campaigns to achieve business goals across 12 global virtual hub markets.
• Prepare and deliver media plan based on historical insights; prepare and deliver audit reports based on channel reviews and A/B test recommendations on a monthly and quarterly basis, as required.

DELIVERABLES/OUTPUTS:

Deliverable 1 by 28 January 2025

Expected Outputs:

1. One Media Plan: Must include proposed spending, estimated conversions, and income projections based on historical data.
2. One Audit Report: Must include a review of campaign structure, audience, budget allocation, and optimization tactics.
3. One A/B Test Recommendation: Must include the proposed A/B tests to be conducted on either channel (Meta or Google).

Deliverable 2 by 28 February 2025

Expected Outputs:

1. One Media Plan: Must include proposed spending, estimated conversions, and income projections based on historical data.
2. One Audit Report: Must include a review of campaign structure, audience, budget allocation, and optimization tactics.
3. One A/B Test Recommendation: Must include the proposed A/B tests to be conducted on either channel (Meta or Google).

Deliverable 3 by 28 March 2025

Expected Outputs:

1. One Media Plan: Must include proposed spending, estimated conversions, and income projections based on historical data.
2. One Audit Report: Must include a review of campaign structure, audience, budget allocation, and optimization tactics.
3. One A/B Test Recommendation: Must include the proposed A/B tests to be conducted on either channel (Meta or Google).

Deliverable 4 by 28 April 2025

Expected Outputs:

1. One Media Plan: Must include proposed spending, estimated conversions, and income projections based on historical data.
2. One Audit Report: Must include a review of campaign structure, audience, budget allocation, and optimization tactics.
3. One A/B Test Recommendation: Must include the proposed A/B tests to be conducted on either channel (Meta or Google).

Deliverable 5 by 28 May 2025

Expected Outputs:

1. One Media Plan: Must include proposed spending, estimated conversions, and income projections based on historical data.
2. One Audit Report: Must include a review of campaign structure, audience, budget allocation, and optimization tactics.
3. One A/B Test Recommendation: Must include the proposed A/B tests to be conducted on either channel (Meta or Google).

Deliverable 6 by 28 June 2025

Expected Outputs:

1. One Media Plan: Must include proposed spending, estimated conversions, and income projections based on historical data.
2. One Audit Report: Must include a review of campaign structure, audience, budget allocation, and optimization tactics.
3. One A/B Test Recommendation: Must include the proposed A/B tests to be conducted on either channel (Meta or Google).

Deliverable 7 by 28 July 2025

Expected Outputs:

1. One Media Plan: Must include proposed spending, estimated conversions, and income projections based on historical data.
2. One Audit Report: Must include a review of campaign structure, audience, budget allocation, and optimization tactics.
3. One A/B Test Recommendation: Must include the proposed A/B tests to be conducted on either channel (Meta or Google).

Deliverable 8 by 28 August 2025

Expected Outputs:

1. One Media Plan: Must include proposed spending, estimated conversions and income projections based on historical data.
2. One Audit Report: Must include a review of campaign structure, audience, budget allocation, and optimization tactics.
3. One A/B Test Recommendation: Must include the proposed A/B tests to be conducted on either channel (Meta or Google).

Deliverable 9 by 28 September 2025

Expected Outputs:

1. One Media Plan: Must include proposed spending, estimated conversions and income projections based on historical data.
2. One Audit Report: Must include a review of campaign structure, audience, budget allocation, and optimization tactics.
3. One A/B Test Recommendation: Must include the proposed A/B tests to be conducted on either channel (Meta or Google).

Deliverable 10 by 28 October 2025

Expected Outputs:

1. One Media plan: Must include proposed spending, estimated conversions and income projections based on historical data.
2. One Audit report: Must include a review of campaign structure, audience, budget allocation, and optimization tactics.
3. One AB test recommendations: Must include the proposed A/B tests to be conducted on either channel (Meta or Google).

Deliverable 11 by 28 November 2025

Expected Outputs:

1. One Media Plan: Must include proposed spending, estimated conversions and income projections based on historical data.
2. One Audit Report: Must include a review of campaign structure, audience, budget allocation, and optimization tactics.
3. One A/B Test Recommendation: Must include the proposed A/B tests to be conducted on either channel (Meta or Google).

Deliverable 12 by 27 December 2025

Expected Outputs:

1. One Media Plan: Must include proposed spending, estimated conversions and income projections based on historical data.
2. One Audit Report: Must include a review of campaign structure, audience, budget allocation, and optimization tactics.
3. One A/B Test Recommendation: Must include the proposed A/B tests to be conducted on either channel (Meta or Google).

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

Education:

• A first level university degree (Bachelor’s degree or higher) in marketing, computer science, engineering, technology, digital media, or other relevant fields is required.

Experience:

• A minimum of three (3) years of relevant professional experience in paid media performance marketing, digital fundraising, or digital marketing, with a special focus on delivering digital performance marketing is required.
• Proven experience in paid social (Meta) and paid search (Google) campaign execution, performance optimization, ad account management, campaign delivery according to desired goals, quality checks, best practice implementation, data-backed analysis, and reporting (both automated and manual) for new customer acquisition and income campaign is required.
• Experience in managing long-term, multiple projects simultaneously across 2 or more international geographies is required. (Please include the list of geographies you have managed in your cover letter).

Languages:

• Fluency in English is required. Knowledge of another official UN language is considered as an asset.

Others:

• Hands-on experience working with Google Analytics, Google Tag Manager, and DoubleClick Campaign Manager is a plus.
• Familiarity with enterprise management platforms such as Google Analytics 360, Search Ads 360 (SA 360), Display & Video 360 (DV 360), and Campaign Manager 360 (CM 360) is a plus.

Remarks:

• The application cover letter should include examples of successful paid media performance marketing on Google and Meta ads, as well as digital fundraising experience. Please also include the list of geographies you have managed in your cover letter.

Please indicate your all-inclusive (lump sum) fees against the deliverables listed above in the cover letter, If there is a need for business travel, the travel costs will be covered by UNICEF separately. The office selects the individual based on best value for money.

Payment of professional fees will be based on submission of agreed deliverables. UNICEF reserves the right to withhold payment in case the deliverables submitted are not up to the required standard or in case of delays in submitting the deliverables on the part of the consultant.

Only shortlisted candidates will be contacted and advance to the next stage of the selection process.

Individuals engaged under a consultancy or individual contract will not be considered “staff members” under the Staff Regulations and Rules of the United Nations and UNICEF’s policies and procedures, and will not be entitled to benefits provided therein (such as leave entitlements and medical insurance coverage). Their conditions of service will be governed by their contract and the General Conditions of Contracts for the Services of Consultants and Individual Contractors. Consultants and individual contractors are responsible for determining their tax liabilities and for the payment of any taxes and/or duties, in accordance with local or other applicable laws.

The selected candidate is solely responsible to ensure that the visa (applicable) and health insurance required to perform the duties of the contract are valid for the entire period of the contract. Selected candidates are subject to confirmation of fully-vaccinated status against SARS-CoV-2 (Covid-19) with a World Health Organization (WHO)-endorsed vaccine, which must be met prior to taking up the assignment. It does not apply to consultants who will work remotely and are not expected to work on or visit UNICEF premises, programme delivery locations or directly interact with communities UNICEF works with, nor to travel to perform functions for UNICEF for the duration of their consultancy contracts.

For every Child, you demonstrate…

UNICEF’s values of Care, Respect, Integrity, Trust, Accountability, and Sustainability (CRITAS).

To view our competency framework, please visit  here.

UNICEF is committed to diversity and inclusion within its workforce, and encourages all candidates, irrespective of gender, nationality, religious or ethnic background, and persons with disabilities, to apply to become a part of the organization. To create a more inclusive workplace, UNICEF offers paid parental leave, breastfeeding breaks, and reasonable accommodation for persons with disabilities. UNICEF strongly encourages the use of flexible working arrangements. Click here to learn more about flexible work arrangements, well-being, and benefits.

According to the UN Convention on the Rights of Persons with Disabilities (UNCRPD), persons with disabilities include those who have long-term physical, mental, intellectual, or sensory impairments which, in interaction with various barriers, may hinder their full and effective participation in society on an equal basis with others. In its Disability Inclusion Policy and Strategy 2022-2030, UNICEF has committed to increase the number of employees with disabilities by 2030. At UNICEF, we provide reasonable accommodation for work-related support requirements of candidates and employees with disabilities. Also, UNICEF has launched a Global Accessibility Helpdesk to strengthen physical and digital accessibility. If you are an applicant with a disability who needs digital accessibility support in completing the online application, please submit your request through the accessibility email button on the UNICEF Careers webpage Accessibility | UNICEF.

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.