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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, innovation 

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.

For more information about UNICEF and its work. (www.unicef.org/lac)

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.

How can you make a difference? 

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.

Key Activities/Tasks

For PSFR Cluster/Emerging Markets:

• By the end of 2025, achieve the goal of 4,775 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:
• Dominican Republic: Digital Paid Media Budget: $180,000 | Recurring Donors Target: 1,213
• Bolivia: Digital Paid Media Budget: $144,000 | Recurring Donors Target: 1,027
• Panama: Digital Paid Media Budget: $102,000 | Recurring Donors Target: 600
• Costa Rica: Digital Paid Media Budget: $122,400 | Recurring Donors Target: 786
• Paraguay: Digital Paid Media Budget: $93,600 | Recurring Donors Target: 549
• Guatemala: Digital Paid Media Budget: $93,600 | Recurring Donors Target: 600

Summary:

Total Digital Paid Media Budget: $735,600

Total Recurring Donors Target: 4,775

Average Cost Per Acquisition: $154

• This role will be responsible for coordinating the work of the Paid Media Consultant, Web Analytics and CRO Consultant, and Content Consultant. Additionally, the Digital Specialist Consultant will oversee collaboration with a Paid Media Agency and a Web Development Agency to ensure alignment and successful execution of digital fundraising strategies.
• Optimize the GGPx (Global Giving Platform) in the 6 LAC Cluster Countries, receiving traffic from always-on 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 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 Telethons in each country, including events such as the Dominican Republic Telethon in March and April, the Bolivia Telethon in June, and special campaigns like El Reto de Gaby in Guatemala, among others.
• 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 end-to-end testing of the GGPx instance in LAC Cluster to ensure a donation process without technical issues for users and internal teams in UNICEF.
• Share best practices between markets: campaigns, content, emailing process, lead generation, and lead nurturing activities.

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

• A Bachelor university Degree in Marketing, Advertising, Digital Fundraising, or other relevant fields is required. Any other additional training in a related field is an asset.
• More than 10 years of progressively responsible experience in digital marketing or digital fundraising, with a specific focus on areas such as digital acquisition, donor cultivation and retention, integrated media planning, marketing communications, and multi-channel campaign management. Experience in both agency and charity environments are considered advantages.
• Developing country work experience and/or familiarity with emergency is considered an asset. 
• Fluency in Spanish and English is required.

Technical knowledge:

• Specific digital media knowledge, analytics and tracking, A/B testing, SEO, proficiency in the use of search engine algorithms, content management systems, search engine marketing (SEM), paid media / performance marketing with a focus on SEM and paid social online paid media, web and donation forms development, UX, CRM, CRO, e-mail broadcasting tools & marketing automation tools. HTML experience recommended.

Other skills and attributes:

• 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.

For every Child, you demonstrate… 

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

UNICEF competencies: building and maintains partnerships, demonstrates self-awareness and ethical awareness, drive to achieve results for impact, innovates and embraces change, manages ambiguity and complexity, thinks and acts strategically and works collaboratively with others.

Click here to learn more about UNICEF’s values and competencies.

Administrative details

Supervision: The consultant will work under the overall supervision and guidance of the UNICEF Market Development Officer.

Workplace: The consultancy is home-based. Travel may be involved. International/national travel may be required, discussed and agreed with the consultant (a separate travel line will be included in the contract).

Duration:  Approx.. 12 months: Estimated start date is March 2025 until February 2026

How to Apply: Application should be submitted online and should include: TMS application form duly completed, Cover Letter, Study certificates and Financial proposal (Daily fee or deliverable fee as per work assignment).

Qualified candidates are requested to indicate an all-inclusive (lump sum) fee for the services to be including all associated administrative and travel costs in case travel in included in the ToRs.

Consultants must have their own equipment, tools and materials needed to perform their services. They will use their own laptops/computers, any application or system needed to complete the assignment. They need to provide the full service without using UNICEF resources. The access to UNICEF email and system is restricted to UNICEF staff therefore consultants should not be granted access unless it is imperative to complete the assignment.

Remarks:  

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

Individuals engaged under a consultancy 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. 

UNICEF is here to serve the world’s most disadvantaged children and our global workforce must reflect the diversity of those children. The UNICEF family is committed to include everyone, irrespective of their race/ethnicity, age, disability, gender identity, sexual orientation, religion, nationality, socio-economic background, or any other personal characteristic.

UNICEF offers reasonable accommodation for consultants/individual contractors with disabilities. This may include, for example, accessible software, travel assistance for missions or personal attendants. We encourage you to disclose your disability during your application in case you need reasonable accommodation during the selection process and afterwards in your assignment. 

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. UNICEF also adheres to strict child safeguarding principles. All selected candidates will be expected to adhere to these standards and principles and will therefore undergo rigorous reference and background checks. 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.