Individual Consultant (Local) : Digital Growth Strategy Consultant, New Delhi

TERMS OF REFERENCE

(Digital Growth Strategy Consultant for UNFPA)

TERMS OF REFERENCE
Hiring Office:

Communications and Media Team (Policy Advocacy and Partnerships Unit) UNFPA, New Delhi, India

Purpose of consultancy:

Digital Growth Strategy

Scope of work:

(Description of services, activities, or outputs)

The India Country Office is currently implementing its 10th Country Programme

(CP-10), which envisions an India where every woman and young person,

especially those from vulnerable and marginalized communities, enjoys gender

equality, can fully realize their sexual and reproductive health and rights, and

actively contributes to sustainable development.

Aligned with the UNFPA Strategic Plan, the Programme of Action of the

International Conference on Population and Development (ICPD), and the 2030

Agenda, CP-10 focuses on achieving the three transformative results:

• Ending preventable maternal deaths
• Ending the unmet need for family planning
• Ending gender-based violence and harmful practices

In this context, the Digital Growth Strategy Consultant will lead the development

and execution of data-driven strategies to expand UNFPA’s digital presence, grow online communities, and amplify the impact of its work. They will craft compelling campaigns, leverage data and insights, and optimize content to enhance visibility and increase audience engagement. The role will also include advanced performance marketing, digital fundraising strategy, CRM-linked campaign ecosystems, and co-branded partnership execution in line with evolving organizational priorities.

Objectives of the Assignment:

The consultant will work for 11 months tentatively contract starts from July 2026 (extendable for a maximum of 11 months, depending upon performance, availability of funds, with a mandatory break of one month post completion of 11 months) support UNFPA India’s digital growth by leading campaign planning, driving content and video strategy, enhancing website performance, optimizing digital presence and driving followership growth. This includes providing strategic inputs on content, performance marketing, and influencer/celebrity/advocate engagement to ensure impactful and data-driven digital communication outcomes. The consultant will also conceptualise and drive a content strategy for increasing website traffic.

In addition, the consultant will contribute to strengthening end-to-end digital engagement (across both social media and the UNFPA India website) by supporting audience journey design, improving conversion pathways, and enabling more integrated, data-driven campaign ecosystems that connect content, platforms, and user insights.

Duties and Responsibilities:

1. Campaign Planning & Strategy

• Provide strategic and creative input for UNFPA India specific campaigns across digital platforms
• Support in developing campaign strategy with content plan, key messages, tactics, success metrics, performance marketing, influencer marketing if applicable.
• Support in identifying and executing digital growth opportunities and performance marketing across platforms and advising on high-impact tactics.
• Support in identifying and executing two co-branded digital campaigns with like-minded partners (pvt sector).

2. Content & Video Strategy

• Guide storytelling formats, messaging, and audience targeting for digital content.
• Coordinate the end-to-end execution of reels, short videos, lives and campaign-related audiovisuals, with the assistance of AI.
• Support and guide multimedia stories and content pieces for the UNFPA India website.

3. Performance Marketing

• Recommend performance marketing strategy and audience amplification tactics.
• Recommend audience targeting strategies, paid campaign performance, and A/B testing insights for creatives and messaging. A/B testing, or split testing, is a controlled experiment comparing two versions of a digital asset—a webpage, email, or app feature—to determine which performs better based on user behavior.

4. Digital Growth & Analytics

• Monitor key growth metrics across platforms and recommend data-driven adjustments.
• Analyze engagement, reach, and conversion trends to optimize strategy.
• Help translate digital insights into strategic actions for future campaigns.

5. Website Strategy & Performance:

• Support in developing the website content strategy to drive traffic growth and strengthen user engagement
• Provide recommendations on landing page optimization, user journeys, and alignment with digital campaigns and fundraising initiatives
• Monitor website performance and suggest data-driven improvements to enhance discoverability and conversion pathways

6. Coordination & Collaboration

• Participate in planning meetings and review sessions, offering input for digital amplification.

1. Digital Fundraising (Individual Giving)
   • Support in piloting individual giving initiatives that leverage the reach and trust of ambassadors and advocates to support programme areas.
     • Proposed programme focus areas include maternal mortality, safe childbirth and pre-conception care (Save Every Mother: Because Birth Should Be Safe and Celebrated) and silver dividend (Compassion and Care for Every Elder).
     • Programme focus areas and fundraising pathways will be identified in close coordination with programme teams, including clarity on the specific interventions, funding back channels, and mechanisms through which and where individual contributions will be deployed.
   • Working in close coordination with UNFPA Headquarters, India-specific digital fundraising pilots will be developed using short-format video, social media storytelling, and clear calls to action. Website, payment gateway, CRM and other layers of platforms shall be implemented.

Deliverables:

• Campaign strategy and execution plans for UNFPA-specific days and priority digital moments
• Influencer engagement plans, including recommendations, onboarding support, workplans, and content calendars
• Edited and finalized digital content assets, including captions, graphics, reels, videos, and campaign copy
• Post-campaign insights reports capturing platform performance, audience behaviour, top-performing content, and actionable recommendations
• Recommendations to improve content discoverability, campaign integration, and landing page effectiveness
• Website content and performance strategy, including recommendations to improve traffic, user experience, and conversion pathways
• Digital fundraising (individual giving) pilot support, including campaign approaches, content journeys, and calls to action aligned with programme priorities
• Monthly consolidated performance reports linking digital, website, and campaign performance to engagement and conversion outcomes, with recommendations for optimization and scale
• Identification and onboarding support for two co-branded digital/social media partnerships

Duration and working schedule:

11 months (extendable, depending upon the performance and available funds) Place where services are to be delivered: The candidate will be required to be based in Delhi/NCR. S/he will be eligible to avail work from home with visits to the UNFPA Country Office in New Delhi as and when required. Delivery dates and how work will be delivered (e.g. electronic, hard copy etc.): All deliverables are to be completed and submitted on a monthly basis. All products developed by the candidate will become the property of UNFPA. Supervisory arrangements:

The candidate will report to the Communications & Media Specialist

Expected travel:

Costs for any necessary, pre-approved travel will be borne by UNFPA as per the travel guidelines.

Required expertise, qualifications and competencies, including language requirements:

• Advanced university degree (Master’s) or Bachelor’s degree with equivalent experience in communications, digital marketing, media, or a related field
• Minimum 6–8 years of progressively responsible experience in digital strategy, growth marketing, or performance-driven communications, with demonstrated experience in leading data-driven campaigns
• Proven expertise in performance marketing, including paid media strategy, audience targeting, campaign optimization, and A/B testing across digital platforms
• Demonstrated experience in designing and managing end-to-end digital campaign funnels, including audience acquisition, engagement, conversion, and retention strategies
• Experience working with digital fundraising models, individual giving campaigns, or conversion-focused digital initiatives, preferably within development or social impact contexts
• Strong understanding of website strategy, including content planning, landing page optimization, SEO basics, and alignment with campaign and conversion journeys
• Familiarity with CRM systems, marketing automation tools, and digital platform integrations (e.g., payment gateways, tracking systems), with the ability to coordinate across technical and non-technical teams
• Strong understanding of major social media platforms (Instagram, X/Twitter, Facebook, YouTube, LinkedIn) and evolving digital ecosystems
• Proficiency in analytics and performance tracking tools (e.g., Google Analytics, social media analytics dashboards, CMS platforms), with the ability to translate data into actionable insights
• Working knowledge of design and editing tools such as Canva, InShot, Adobe Premiere Pro
• Strong written and verbal communication skills in English
• Demonstrated experience in managing or coordinating with digital agencies and external partners, ensuring quality control and alignment with strategic objectives
• Experience in developing and executing co-branded campaigns or partnerships with private sector or multi-stakeholder entities is desirable
• Experience working with UN agencies, development sector organizations, or youth-focused initiatives is desirable

Required Competencies

Values:

• Exemplifying integrity,
• Demonstrating commitment to UNFPA and the UN system,
• Embracing cultural diversity,
• Embracing change

Functional Competencies:

• Conceptual innovation in the provision of technical expertise;
• Leveraging the resources of national governments and partners;
• Building strategic alliances and partnerships;
• Adaptation/application of knowledge in different contexts;
• Job knowledge/technical expertise; and
• Integration in a multidisciplinary environment.

Core Competencies:

• Achieving results,
• Being accountable,
• Developing and applying professional expertise/business acumen,
• Thinking analytically and strategically,
• Working in teams/managing ourselves and our relationships,
• Communicating for impact

Inputs / services to be provided by UNFPA or implementing partner (e.g support services, office space, equipment), if applicable:

UNFPA in-house professionals will provide the necessary technical support.

Remuneration, monitoring and progress control, including reporting requirements, periodicity format and deadline:

The Consultant and the Media and Comms Specialist will jointly establish and approve a monthly workplan.

A detailed progress report must be submitted for review and formal approval at the conclusion of each month.

Other relevant information or special conditions, if any:

UNFPA Work Environment:

UNFPA provides a work environment that reflects the values of gender equality, diversity, integrity and healthy work-life balance. We are committed to ensuring gender parity in the organization and therefore encourage women to apply. Individuals from the LGBTQIA+ community, minority ethnic groups, indigenous populations, persons with disabilities, and other underrepresented groups are highly encouraged to apply. UNFPA promotes equal opportunities in terms of appointment, training, compensation and selection for all regardless of personal characteristics and dimensions of diversity. Diversity, Equity and Inclusion is at the heart of UNFPA's workforce - click here to learn more.

Disclaimer:

Selection and appointment may be subject to background and reference checks, medical clearance, visa issuance and other administrative requirements.

UNFPA does not charge any application, processing, training, interviewing, testing or other fee in connection with the application or recruitment process and does not concern itself with information on applicants' bank accounts.

Applicants for positions in the international Professional and higher categories, who hold permanent resident status in a country other than their country of nationality, may be required to renounce such status upon their appointment.