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 the growth of individual fundraising in the region.
For every child, the right to love and care.
How can you make a difference?
The purpose of this consultancy is to provide specialized expertise in digital fundraising and paid media through the development of strategic and technical deliverables to strengthen paid media approaches across Latin America and the Caribbean. The consultancy will produce a comprehensive paid media strategy framework, measurement and governance guidance, and technical recommendations to support the scaling of digital acquisition and improved return on investment. The consultancy will also generate knowledge products and guidance materials aimed at strengthening internal capacities and informing paid media planning across LAC markets.
Key Activities/Tasks
1. End-to-end digital paid media fundraising strategies
The consultancy will provide specialized technical expertise through the development of strategic frameworks, analytical reports and technical recommendations to strengthen paid media digital fundraising approaches across local, regional and multi-country initiatives, including opportunities for testing and expansion into new markets.
Key deliverables will include:
• Preparation of a comprehensive paid media strategic framework outlining recommended approaches for digital fundraising campaigns across key platforms, including Google Ads (Search, YouTube, Performance Max, Demand Gen), Meta Ads, Bing Ads, TikTok Ads and other relevant emerging platforms.
• Development of strategic guidance for digital acquisition campaign structures, including recommended approaches for lead generation, pledge campaigns, one-off donations and other conversion-focused fundraising initiatives.
• Preparation of a testing and experimentation framework outlining recommended A/B and multivariate testing approaches for audiences, creative formats, messaging and bidding strategies.
• Production of analytical performance review reports based on campaign data provided by relevant teams, summarizing key insights, performance trends and strategic recommendations to inform future campaign planning.
• Preparation of a technical alignment note outlining how paid media fundraising approaches should align with UNICEF Individual Giving and digital fundraising strategies.
Agency coordination (if required): When necessary, coordinate and give recommendation about the performance of external agencies for specific support needs (implementation peaks, technical expertise, or special projects).
2. Strategic insights, best practices and optimization
• Preparation of in-depth analytical reports on campaign performance, based on available data provided by relevant teams (COs/Cluster) , identifying key trends, potential risks, growth opportunities and strategic optimization areas for digital fundraising campaigns.
• Development of a best practices compendium for paid media digital fundraising, including documented approaches related to paid media strategy, audience development and targeting, campaign structures, and high-performing creative formats.
• Preparation of a technical brief summarizing relevant platform developments and emerging features across major paid media ecosystems (including Meta, Google, Bing, TikTok and other relevant platforms) and their potential implications for digital fundraising strategies.
• Development of a strategic recommendations note outlining key insights and proposed approaches to inform future campaign planning and optimization.
3. Performance measurement, dashboards and reporting
• Define and maintain a comprehensive paid media measurement framework aligned with Individual Giving KPIs.
• Preparation of a technical guidance note on digital tracking frameworks, including recommended approaches for the configuration of pixels, conversions and events through Google Tag Manager or equivalent tools to support accurate performance measurement.
• Analyze attribution models and propose improvements based on data-driven evidence.
• Create recommendations to maintain dashboards and reports providing visibility on spend, volume, efficiency and ROI.
• Develop clear and actionable performance narratives, not just reports, highlighting insights, learnings and next steps.
4. Stakeholder engagement, presentations and market coordination
• Preparation of presentation materials summarizing campaign results, key insights and strategic recommendations, to inform relevant stakeholders including regional teams, country offices and management.
• Development of periodic performance review reports consolidating campaign results, key challenges and identified optimization opportunities across participating markets.
• Preparation of a planning and coordination guidance note outlining recommended approaches for campaign planning processes, identification of content needs, and prioritization of creative asset development for digital fundraising campaigns.
• Production of recommendations brief aimed about strengthening paid media fundraising performance.
5. Content strategy and cross-team coordination
• Development of a paid media content strategy framework outlining recommended approaches for aligning paid media fundraising campaigns with regional and country-level communications and marketing strategies.
• Preparation of creative and messaging guidance for paid media fundraising campaigns, including recommended formats, storytelling approaches and asset structures designed to enhance advertising performance across relevant platforms.
• Development of a content performance learning framework outlining recommended mechanisms for capturing and documenting insights from campaign performance data to inform future content development.
• Production of a strategic recommendations brief summarizing key insights related to audience behavior, platform dynamics and paid media performance to inform content planning for digital fundraising campaigns.
6. Enablement, onboarding and internal capacity building
• Preparation of knowledge-sharing materials and technical presentations on paid media fundamentals, including opportunities and limitations relevant to digital fundraising, for internal dissemination among UNICEF teams (e.g., Communications, Programmes and Digital).
• Preparation of a brief summarizing relevant regional and global paid media practices, highlighting key insights and approaches that could inform digital fundraising strategies across LAC markets.
• Development of internal guidance materials, playbooks or strategic frameworks aimed at strengthening paid media fundraising approaches and supporting the advancement of paid media practices across the region.
7. Budget management, invoicing and governance
• Preparation of a paid media budget framework outlining recommended approaches to the Cluster for budget planning, allocation principles and performance-informed investment decision-making for digital fundraising campaigns.
• Development of a technical guidance note on paid media financial management processes, including recommended procedures for validation of media spend and documentation requirements related to platform and agency invoicing.
• Preparation of recommendations to strengthen transparency, compliance and accountability mechanisms related to paid media budget tracking and expenditure management.
8. Special campaigns and high-impact initiatives
• Provide enhanced support during high-traffic events such as Emergencies, Telethons or major integrated campaigns.
• Development of strategic guidance for digital fundraising during peak periods, outlining recommended approaches for campaign prioritization, budget allocation considerations and paid media planning to maximize fundraising impact.
• Coordinate paid media efforts with offline and mass media initiatives to ensure message consistency and performance amplification.
9. Meta / Andromeda strategic communication and innovation (new – suggested)
• Define and evolve a communication and activation strategy to address challenges and opportunities related to Meta / Andromeda and similar platform-level changes.
• Create recommendations to the Cluster markets in adapting to platform constraints, measurement limitations, and evolving best practices.
• Identify testing and innovation opportunities to mitigate risks and unlock new growth levers within the Meta ecosystem.
Deliverables / Output
Start date: April 2026 - End date: December 2026
To qualify as an advocate for every child you will have…
Minimum requirements:
- Education: A first-level university degree in Marketing, Advertising, Digital Fundraising, or other relevant fields is required.
Additional certifications in Google Ads and Meta Ads are essential. Training or certification in related fields (e.g., Analytics, SEO, or Digital Strategy) is considered an asset.
- Work Experience: 8-10 years of progressive experience in digital paid media campaigns, with a strong focus on: Leading high-performance Paid Media campaigns across Google Ads (Search, Display, YouTube) and Meta Ads. Managing digital acquisition strategies, donor cultivation, and retention initiatives. Sales and commercial target responsibilities, driving measurable outcomes such as revenue growth, lead conversion, and customer acquisition through performance marketing. Integrated media planning and execution for multi-channel digital campaigns. Demonstrated ability to manage large-scale campaigns, analyze performance metrics, and optimize ROI. Experience working in both agency and nonprofit/charity environments is highly advantageous. Proven track record of strategic leadership in managing budgets, coordinating teams, and achieving ambitious KPIs.
- Language Requirements: Fluency in Spanish and English is required, with excellent written and oral communication skills in both languages.
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Technical knowledge: Advanced expertise in Google Ads (Search, YouTube, PMax) and Meta Ads (Facebook, Instagram). Strong understanding of SEM paid social, and attribution models. Proficient in using tools like Google Tag Manager, Google Analytics, and data visualization platforms. Experience in A/B testing, campaign optimization, and using advanced analytics for data-driven decision-making.
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Other skills and attributes: Analytical mindset with exceptional problem-solving skills and the ability to translate data insights into actionable strategies. Experience training and upskilling teams to enhance digital marketing capabilities. Excellent communication skills to articulate complex technical requirements in accessible language for diverse stakeholders. Ability to thrive in high-pressure environments, manage multiple projects, and deliver results on time.
Administrative details
*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.
Approval from HR/OPS is required when deliverables cannot be produced through remote work. The terms of reference shall include a location requirement.
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
The UNICEF competencies required for this post are…
(1) Builds and maintains partnerships
(2) Demonstrates self-awareness and ethical awareness
(3) Drive to achieve results for impact
(4) Innovates and embraces change
(5) Manages ambiguity and complexity
(6) Thinks and acts strategically
(7) Works collaboratively with others
Familiarize yourself with our competency framework and its different levels.
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 a wide range of benefits to our staff, including paid parental leave, breastfeeding breaks and reasonable accommodation for persons with disabilities. UNICEF provides reasonable accommodation 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.
UNICEF appointments are subject to medical clearance. Issuance of a visa by the host country of the duty station is required for IP positions and will be facilitated by UNICEF. Appointments may also be subject to inoculation (vaccination) requirements, including against SARS-CoV-2 (Covid). Should you be selected for a position with UNICEF, you either must be inoculated as required or receive a medical exemption from the relevant department of the UN. Otherwise, the selection will be canceled.
Remarks:
As per Article 101, paragraph 3, of the Charter of the United Nations, the paramount consideration in the employment of the staff is the necessity of securing the highest standards of efficiency, competence, and integrity.
UNICEF is committed to fostering an inclusive, representative, and welcoming workforce. For this position, eligible and suitable female and male are encouraged to apply.
Government employees who are considered for employment with UNICEF are normally required to resign from their government positions before taking up an assignment with UNICEF. UNICEF reserves the right to withdraw an offer of appointment, without compensation, if a visa or medical clearance is not obtained, or necessary inoculation requirements are not met, within a reasonable period for any reason.
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.
Humanitarian action is a cross-cutting priority within UNICEF’s Strategic Plan. UNICEF is committed to stay and deliver in humanitarian contexts. Therefore, all staff, at all levels across all functional areas, can be called upon to be deployed to support humanitarian response, contributing to both strengthening resilience of communities and capacity of national authorities.
All UNICEF positions are advertised, and only shortlisted candidates will be contacted and advance to the next stage of the selection process. An internal candidate performing at the level of the post in the relevant functional area, or an internal/external candidate in the corresponding Talent Group, may be selected, if suitable for the post, without assessment of other candidates.
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
Additional information about working for UNICEF can be found here.