Paid Media Consultant for EU and EAP Markets (2 roles), Geneva, Switzerland, PFP/IG/Digital Fundraising, 12 months (remote) #594426

Contract Duration: 12 months

Working arrangement: remote

UNICEF works in over 190 countries and territories to save children’s lives, defend their rights, and help them fulfill their potential, from early childhood through adolescence.

At UNICEF, we are committed, passionate, and proud of what we do for as long as we are needed. Promoting the rights of every child is not just a job – it is a calling.

UNICEF is a place where careers are built. We offer our staff diverse opportunities for professional and personal development that will help them reinforce a sense of purpose while serving children and communities across the world. We welcome everyone who wants to belong and grow in a diverse and passionate culture, coupled with an attractive compensation and benefits package.

Visit our website to learn more about what we do at UNICEF.

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.

If you would like to know more about this consultancy, please review the complete Terms of Reference here: TMC0004086 ToR.pdf

Minimum requirements:

• Education: • 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’s Core Values of Care, Respect, Integrity, Trust and Accountability and Sustainability (CRITAS) underpin everything we do and how we do it. Get acquainted with Our Values Charter: UNICEF Values UNICEF promotes and advocates for the protection of the rights of every child, everywhere, in everything it does and is mandated to support the realization of the rights of every child, including those most disadvantaged, and our global workforce must reflect the diversity of those children. The UNICEF family is committed to include everyone, irrespective of their race/ethnicity, disability, gender identity, sexual orientation, religion, nationality, socio-economic background, minority, or any other status. UNICEF encourages applications from all qualified candidates, regardless of gender, nationality, religious or ethnic backgrounds, and from people with disabilities, including neurodivergence. We offer reasonable accommodation for persons with disabilities. throughout the recruitment process. If you require any accommodation, please submit your request through the accessibility email button on the UNICEF Careers webpage Accessibility | UNICEF. Should you be shortlisted, please get in touch with the recruiter directly to share further details, enabling us to make the necessary arrangements in advance. 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. Qualified candidates are invited to submit the following documents via the online recruitment portal, TMS (Talent Management System):
  • An advanced university degree in one of the following fields is required: marketing, computer science, engineering, technology, digital media, or any other relevant areas.
  • Alternatively, a first level university degree in a relevant field combined with (2) additional years of qualifying professional experience may be accepted in lieu of the advanced university degree.
  • Work Experience:
    • A minimum of 5 years of relevant professional experience in paid media performance marketing or digital fundraising or digital marketing, with a special focus on delivering AI-led digital performance marketing is required.
    • Proven experience is required in paid social (Meta) and paid search (Google, Bing) campaign execution, performance optimization, ad account management, campaign delivery as per desired goals, quality checks, best practice implementation, data-backed analysis, reporting (Automated and manual) with new customer acquisition and income campaigns.
    • Experience in managing long-term and multiple projects simultaneously across 5 or more international geographies (Please do include the list of geographies you managed in your CV or cover letter).
  • Language requirement:
    • Fluency in English (and Spanish for LAC markets) is required.
    • Knowledge of another official UN language (Arabic, Chinese, French, Russian or Spanish) is considered as an asset.
  • An up-to-date TMS profile and curriculum vitae (CV)
  • Cover letter
  • A separate financial proposal TMC0004086 Financial Proposal Template.docx
  • Technical proposal requirement: Remarks: If the TOR or financial proposal documents are not visible on certain recruitment platforms, please visit our official page Vacancies | UNICEF Careers. 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. Additional information about working for UNICEF can be found here.
    • • The application cover letter should include previous successes (ROI, CPA, ROAS, volume of revenue and conversions) of proven paid media performance marketing across geographies and Digital fundraising experience.