Consultancy - Digital Consultant for Latin America

hace 2 semanas

Panamá, Panamá, Panamá UNICEF A tiempo completo

Job no: 572578

Contract type:
Consultant

Duty Station:
Panama City

Level:
Consultancy

Location:
Panama

Categories:
Fund Raising

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, _a champion_**
How can you make a difference?

Background
UNICEF promotes the rights and welfare of all children and adolescents in everything we do.

Together with our allies, we work in 190 countries and territories to transform this commitment into practical actions that benefit all children, especially focusing our efforts on reaching the most vulnerable and excluded, worldwide.


The UNICEF Latin America and Caribbean Regional Office is based in in Panama, operating in 36 territories, including 24 country offices.


UNICEF works to put the rights and well-being of the most disadvantaged children at the heart of the social, political, and economic agenda, in line with our equity focus, working across our organization and with our partners in government, civil society and the private sector to support shifts in public policy, fuel social engagement, and increase investment for children.


To enable UNICEF to deliver programmatic results for children, the organization needs to maximize income potential from the Private Sector.

Latin America is a fast-growing region with high fundraising expectations. Unlocking the full potential of digital is key to realizing growth of Individuals fundraising in the region.

Purpose of the Assignment


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.


Specific Tasks

For PSFR Cluster/Emerging Markets:

  • By the end of 2024, achieve the goal of 1600 regular (monthly) 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.
  • Support 2500 regular (monthly) recurring donors through digital lead strategies, which later convert via Telemarketing campaigns.
  • Implement the GGPx (Global Giving Platform) in the 6 LAC Cluster Countries, receiving traffic from alwayson 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 the 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 the Telethons in each country, such as Bolivia in August.
  • 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 endtoend testing of the GGPx instance in the LAC Cluster to ensure a donation process without technical issues for users and internal teams in UNICEF.
  • 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

Expected Results [measurable]

  • Acquire a total of a minimum of 1600 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 2024) 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.
  • Reduce the Leadconversion dependency in the 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 f

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