Marketing Strategy Consultant (9 months, home-based, remotely), Individual Giving (IG), Division of Private Fundraising and Partnerships (PFP), Geneva

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, hope 

The Division of Private Fundraising and Partnerships (PFP) strives to achieve impactful results for children by maximizing UNICEF’s private fundraising and advocacy globally. To fulfil this mission, PFP coordinates fundraising activities and private sector partnerships with offices across 50 countries.     

The global team supports and enable countries in fundraising while this role focuses on developing team capabilities and global strategies.  Individual Giving is one of UNICEF’s most critical sources of revenue and the PFP Individual Giving team, which this role would be part of, focuses on supporting countries to grow their individual giving revenue.  As part of this team, the Marketing Strategy Consultant will work closely with markets to redefine fundraising approaches and develop effective marketing strategies

How can you make a difference? 

PURPOSE OF ASSIGNMENT:

This role integrates marketing best practices into Individual Giving, emphasizing audience centricity in 3 key regions: Virtual Hub, Finland, and Colombia, while also supporting additional markets (Columbia, Finland). Responsibilities include providing tools, planning, and implementation support, as well as enhancing team capabilities in areas such as audience segmentation and donor journey strategy. The role also involves collaborating with the Marketing Manager and Virtual Hub lead to implement elements of the Strategic Marketing Framework, transitioning the approach from sales orientation to marketing orientation. Support the review of the CRM strategy and supporter lifecycle management by working with the SES program, geographical squads, and markets to implement the marketing framework and develop customer journeys development.

Marketing Framework:  

• Develop actionable plan and workstreams for implementing the framework, including measure of success, activation across product, fundraising propositions, content, media touchpoints, customer experience, post-acquisition fulfilment, implementation of skills and capabilities, and capacity building projects.
• Collaborate with geographic squads to support marketing projects, documenting learnings, and upskill teams based on the Marketing Framework.
• Pilot the framework in key markets, securing case studies of ROI- positive outcomes.
• Consult with stakeholders in PFP, country offices, regional offices, and other organizations.

Segmentation:  

• Lead segmentation upskilling, development, and implementation for the 3 key regions: Virtual Hub, Finland, and Colombia.
• Take business ownership for creating and delivering measurable success metrics, such as ROI, LTV, CPA, ROAS or other comparable statistics.  Optimize the project based on insights and lessons learned, with a focus on developing and deploying segmentation specifically in the Virtual Hub.
• Lead the development and deployment of segmentation across selected markets.
• Create materials for use case definition workshops and business case documentation. Lead engagement with key markets in these areas, including the creation of project plans and briefing documents for agency support and key stakeholders within the markets and regions.
• Support the development and implementation of segmentation projects in key markets, capturing learnings and results to demonstrate proof of concept and develop case studies.
• Collaborate with other PFP IG teams to upskill and build capacity on segmentation, fostering cohesive approaches.

Supporter Lifecycle Management and Donor Journeys Development:  

• Conduct a CRM strategy review and refresh the lifecycle management approach.
• Collaborate with geographic squads and SES squads to support selected markets in SES strategy review and provide guidance on their journey development.
• Advise the Marketing and Journeys Specialist (CRM/Automation) on the prioritization of journey development and market support.

Marketing Best Practice and Support: 

• Collaborate with the Marketing Manager to refine holistic marketing approaches for acquisition, retention, and engagement metrics.
• Develop marketing tools, templates, and guidance for use by markets.
• Provide training and consultancy to key markets, the wider PFP IG team, and RSC colleagues on embedding marketing practices.
• Update the Marketing Resource Centre and manage knowledge-sharing tasks.

SCOPE OF WORK: 

Under the guidance of the Marketing Manager, Individual Giving (PFP), the individual consultant will: 

• Work as part of the functional VH squad and with markets to deliver marketing expertise and support segmentation roll-out and activation.
• Refine and activate marketing strategy for Virtual Hub based on segmentation recommendations. Implement and activate the identified audiences in the UAE, Saudi Arabia, and Egypt, achieving a profitability return of 3:1 ROAS across paid media, content, data, website, and other departments. Influence and align with stakeholders (regional heads in MENA office).
• Deliver segmentation pilots with selected markets across paid media, product, journeys, strategy, and commercial planning.
• Manage the Global IG segmentation project via Jira and similar tools.
• Effectively deliver use case workshops, business cases, briefs, and project planning documents to enable the development and implementation of segmentation approaches in key markets.
• Continue to develop training and resource materials on segmentation to support PFP colleagues and in-market teams.
• Collaborate closely with retention, email, data, media, and content specialist teams to contribute to broader donor retention strategies, demonstrating that marketing expertise is valued and utilized in these areas.
• Lead the development and use of tools and templates for marketing best practices, while collecting and sharing case studies and examples with other stakeholders.
• Maintain strong and effective relationships with markets and other PFP stakeholders.
• Oversee agency briefing, communication, and management.
• Manage reporting, measurement, and project management (e.g., Jira, Sprint planning).
• Act as deputy Marketing Manager when required. 

Work Assignments Overview:  

• Segmentation development
• VH segmentation activation
• Segmentation use cases workshops for USA and KCU
• Segmentation use cases workshops for France and Canada
• Virtual Hub marketing strategy workshop
• Marketing framework Market pilots
• Segmentation training content
• IG roadmap to Audience centricity scope and content

DELIVERABLES/OUTPUTS 

Deliverable 1 by: 28 February 2025 

• Deliver a segmentation model for VH 3 markets – Egypt, KSA and UAE in collaboration with VH team and Strat7 specialist agency.

Deliverable 2 by: 31 March 2025

• Prepare segmentation activation workshop for Virtual Hub team. Implement and activate the identified audiences across paid media, content, data, website, and other departments.

Deliverable 3 by: 30 April 2025

• Run 2 use case workshops for markets in scope of the segmentation program: USA and KCU.

Deliverable 4 by: 31 May 2025

• Run 2 use case workshops for markets in scope of the segmentation program: France and Canada.

Deliverable 5 by: 30 June 2025

• Run a segmentation activation workshop which looks at the following areas:

– Where to play 

– Growth levers analysis 

– Product and channel strategy

Deliverable 6 by: 31 July 2025

• In collaboration with geographical squads, identify pilots with markets, experiments, and potential trials to test assumptions, learn and optimize the framework.

Deliverable 7 by: 30 August 2025

• Create the knowledge sharing content and training materials on segmentation in collaboration with KM team.

Deliverable 8 by: 10 October 2025

• Scope and create the structure for IG Skills and Capabilities Accelerator program and training academy in collaboration with KM and The Ventury.

Travel:

• There is the possibility of travel to Geneva to facilitate stakeholder discussions on a per need basis and this will be paid by UNICEF and not included in the lump sum fees.

To qualify as an advocate for every child you will have… 

Education:   

• Advanced university degree (Master’s degree or higher) in Marketing, Business/Management and/or related discipline is required. A first-level university degree (Bachelor’s degree), with an additional 2 years of relevant professional work experience will be accepted in lieu of an advanced university degree.

Experience:  

• At least 10 years of progressively responsible and relevant professional work experience in integrated marketing/ digital/marketing planning role or brand/product marketing capacity is required.
• From which at least 5 years of experience in project managing multichannel marketing campaigns and experience of development and implementation of marketing strategies, especially segmentation and marketing planning. Paid media budget management experience is required.
• From which at least 5 years of experience in CRM/lifecycle/retention marketing function with Experience of Marketing Cloud or other automation systems is required. 
• Experience working in global organizations with projects crossing multiple markets with different business challenges is required.   
• Experience in marketing or advertising agencies is highly desirable.
• Experience of training and capacity building teams is highly desirable.
• Experience working across a variety of IG products and audiences is highly desirable.
• Experience managing agencies and suppliers and leading procurement processes is desirable.

Other Skills: 

• Demonstrated ability to build strong working relationships with internal and external partners is required
• Ability to work across multiple projects, with multiple stakeholders and moving deadlines is highly desirable.
• Proven strong project management capability with experience delivering through others is required.
• Ability to manage multiple projects under time pressure with strict attention to detail is required.
• Excellent communication skills, (both written and oral).
• Strong analytical skills and problem-solving mindset is an asset.
• Passionate and energetic team member with a genuine interest in working in the international aid and development sector is an asset.
• Excellent relationship management and communication skills essential.
• Proven strong project management capability with experience delivering through others required.
• Ability to work across multiple projects, with multiple stakeholders and moving deadlines highly desirable.

Language:  

• Fluency in English is required. Knowledge of another UN language or a local language is an asset.

Remarks:

Please indicate your all-inclusive (lump sum) fees in USD against the deliverables listed above. If there is a need for business travel, the travel costs will be covered by UNICEF separately. The office selects the individual based on best value for money. 

Payment of professional fees will be based on submission of agreed deliverables. UNICEF reserves the right to withhold payment in case the deliverables submitted are not up to the required standard or in case of delays in submitting the deliverables on the part of the consultant. 

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

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.  

For every Child, you demonstrate… 

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

To view our competency framework, please visit here. 

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 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. 

UNICEF is committed to diversity and inclusion within its workforce, and encourages all candidates, irrespective of gender, nationality, religious or ethnic background, and persons with disabilities, to apply to become a part of the organization. To create a more inclusive workplace, UNICEF offers paid parental leave, breastfeeding breaks, and reasonable accommodation for persons with disabilities. UNICEF strongly encourages the use of flexible working arrangements. Click here to learn more about flexible work arrangements, well-being, and benefits.

According to the UN Convention on the Rights of Persons with Disabilities (UNCRPD), persons with disabilities include those who have long-term physical, mental, intellectual, or sensory impairments which, in interaction with various barriers, may hinder their full and effective participation in society on an equal basis with others. In its Disability Inclusion Policy and Strategy 2022-2030, UNICEF has committed to increase the number of employees with disabilities by 2030. At UNICEF, we provide reasonable accommodation for work-related support requirements of candidates and employees with disabilities. Also, UNICEF has launched a Global Accessibility Helpdesk to strengthen physical and digital accessibility. If you are an applicant with a disability who needs digital accessibility support in completing the online application, please submit your request through the accessibility email button on the UNICEF Careers webpage Accessibility jobs-near-me.org UNICEF.

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.