Overview
This role drives digital fundraising innovation for UNICEF Pakistan, focusing on donor acquisition and retention through performance-driven digital campaigns and optimization of digital channels.
Key Responsibilities
- Lead end-to-end planning, implementation, monitoring, and optimization of digital marketing activities, including online advertising, SEM, social media promotions, and other digital channels.
- Develop data-driven campaign strategies to increase donor acquisition efficiency and lower cost per acquisition.
- Provide timely, in-depth analysis of donor behaviour, profiles, and digital performance.
- Coordinate campaign-specific digital creative planning with internal and external stakeholders.
- Generate and contribute innovative ideas and concepts for digital acquisition, donor journey integration, and value maximization.
- Prepare clear and detailed creative briefs for agencies and media partners.
- Conduct regular key performance indicator (KPI) monitoring, including traffic, conversions, retention, return on ad spend (ROAS), and donor value metrics.
- Use analytics tools (Google Analytics, AdWords, Ad Manager) to generate insights.
- Maintain tracking mechanisms and ensure digital assets comply with best practice measurement and tagging.
- Collaborate and maintain productive relationships with creative agencies, media partners, and other vendors.
- Collaborate internally across Communications, Programmes, Private Fundraising, and Partnerships (PFP) HQ and Resource Mobilization teams.
- Provide detailed and informative briefs to agency and media partners.
- Support responsible budget management through data preparation, monitoring expenditure, and contributing to forecasting and reporting.
- Research and share up-to-date advertising and marketing trends, best practices, and technologies.
Required Experience
Managing ROI driven digital fundraising and communication using paid media platforms. Sourcing stories and content and using these to create impactful and responsive fundraising propositions. Experience in search engine, display ads, email marketing, content management systems, social media, e-commerce, and analytics. Working with and optimising the impact of external advertising agencies. Experience with data visualization tools is desirable.
Qualifications
A bachelor's degree (or equivalent) in any discipline with 2 years of relevant experience is required. A university degree is advantageous in one of the following fields: Business administration, Arts, Marketing, Communications, or other relevant or significant experience in managing ROI-driven digital fundraising and communication using paid media platforms.
