Paid Media Performance Consultant for Latin America, LAC Regional Office, Panama City, 12 months (Home-Based)

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? 

Under the close supervision of the LAC PSFR Cluster Manager, the Fundraising Consultant (Paid Media Performance) will play a critical role in supporting the implementation of the LAC Cluster’s digital paid media fundraising strategy. Digital fundraising serves as a cornerstone for achieving the ambitious gross revenue targets planned in the coming years and is strategically aligned with the Global Individual Giving strategy. This consultancy is essential to ensure the achievement of revenue goals in an increasingly competitive and complex fundraising environment. By leveraging expertise in paid media performance, the consultant will contribute to optimizing digital campaigns, maximizing ROI, and driving sustainable growth for the LAC Cluster’s fundraising operations.

Key Activities/Tasks

Within the support also of the LAC Cluster Digital Specialist Consultant, the consultant may be assigned the primarily, shared, or contributory accountabilities for all or part of the following areas of major duties and key end-results:

1. Develop and implement digital paid media fundraising strategies and initiatives, including acquisition campaigns (pledges, leads, one-offs) and retention campaigns (line and circle) to achieve various fundraising KPIs across all digital channels:

• Plan, execute, and evaluate the paid media strategy across different channels to maximize ROI.
• Plan, execute, and evaluate objectives, strategies, and actions in various digital acquisition channels: Google Ads (Search, YouTube, Pmax, Demand Gen), Meta Ads, Bing Ads, aiming for maximum volume and profitability in terms of ROI.
• Develop and implement digital acquisition campaigns (leads and direct conversions).
• Generate A/B testing actions and follow up on results.

2. Provide detailed reports and support an up-to-date analysis of best practices, opportunities and trends and innovation related to digital paid media fundraising:

• Demonstrate effective stakeholder management and deep understanding of various market nuances, ensuring that paid media activities within the digital team are focused on areas of most strategic impact for the markets. At the same time contribute as a key expert to the implementation of the overall digital revenue strategy.
• Boost fundraising revenues and ROI across LAC Cluster: provide advice and leads teams running digital fundraising campaigns. The support should be provided end-to-end whenever needed: from planning, implementation to on-going optimization and post campaign review.
• Use the UNICEF network to apply the best digital learning. Analyze best practices and apply learning.

3. Keep up-to-date dashboards and metrics to track paid media digital performance measurement and find the right tools to implement:

• Develop a metrics plan for paid media campaigns by proposing KPIs aligned with the Individual Giving strategy.
• Implement tracking pixels and other necessary tools using Google Tag Manager or similar platforms.
• Understand and analyze different attribution models for digital paid media campaigns, proposing improvements based on performance results.
• Generate and share monthly digital performance reports and develop dashboards to monitor key performance indicators for digital paid media campaigns.

4. Coordinate digital campaigns:

• Coordinate with the Digital and Marketing Content Consultant for Latin America to design and produce engaging content tailored for digital paid media campaigns, including platforms such as Google Ads, Meta Ads, and Bing Ads.
• Provide ongoing feedback to the Digital and Marketing Content Consultant regarding the performance of ads, analyzing variables such as content, ad type, placement, and audience segmentation to optimize campaign results.

5. Effective cross-functional coordination and collaboration:

• Coordinate the implementation of paid media campaigns with the digital agencies supporting the LAC Cluster. This consultancy will oversee the team assigned by the digital agency to execute all paid media campaigns across Google, Meta, and Bing Ads.
• Monitor and track the budget allocation for paid media campaigns across the six markets that comprise the LAC Cluster, ensuring efficient resource utilization.
• Collaborate closely with various fundraising channels and communication teams within the Cluster to ensure the successful implementation of the LAC Cluster Digital Strategy.

     6. Special Campaigns Support

• Support during high-traffic events, such as Telethons or Emergencies: The Paid Media Performance Consultant should assist markets running these campaigns, as digital fundraising opportunities increase significantly during these periods. Additional support and budget allocation should be provided accordingly.
• Coordinate with offline media efforts: For events like Telethons, which involve high brand exposure through offline channels like TV, radio, and traditional press, the consultant should ensure alignment between paid media campaigns and these traditional media approaches to maximize digital fundraising results.

EXPECTED RESULTS [MEASURABLE]

Contribute to the Implementation of the Digital Acquisition Plan:
Analyze PFP digital requirements and provide relevant information on KPIs to maximize volume and profitability in terms of ROI.

• Deliver a report on Padi Media KPIs analysis by the end of each month.

Support Donor Acquisition:
Achieve the acquisition of 4,775 recurring donors via web within the LAC Cluster:

• Dominican Republic: Digital Paid Media Budget: $180,000 jobs-near-me.org Recurring Donors Target: 1,213 jobs-near-me.org Cost Per Acquisition: $148
• Bolivia: Digital Paid Media Budget: $144,000 jobs-near-me.org Recurring Donors Target: 1,027 jobs-near-me.org Cost Per Acquisition: $140
• Panama: Digital Paid Media Budget: $102,000 jobs-near-me.org Recurring Donors Target: 600 jobs-near-me.org Cost Per Acquisition: $170
• Costa Rica: Digital Paid Media Budget: $122,400 jobs-near-me.org Recurring Donors Target: 786 jobs-near-me.org Cost Per Acquisition: $155
• Paraguay: Digital Paid Media Budget: $93,600 jobs-near-me.org Recurring Donors Target: 549 jobs-near-me.org Cost Per Acquisition: $170
• Guatemala: Digital Paid Media Budget: $93,600 jobs-near-me.org Recurring Donors Target: 600 jobs-near-me.org Cost Per Acquisition: $156

Summary:

• • Total Digital Paid Media Budget: $735,600
  • Total Recurring Donors Target: 4,775
  • Average Cost Per Acquisition: $154
• Achieve the acquisition of 1,400 one-off donations.

Assist in the Implementation of Digital FR Initiatives:

• Provide accurate implementation support, administrative support, testing, and guidance for at least 3 digital acquisition campaigns per quarter.
• Ensure proper use of digital channels and enablers (Google Ads, Meta Ads and Bing Ads) with weekly status reports.

Up-to-Date Digital Reporting and Analysis:

• Conduct and present a comprehensive analysis of digital paid media performance, best practices, opportunities, and trends every month.

Cross-Functional Coordination and Collaboration:

• Facilitate effective coordination and collaboration with other fundraising channels to ensure integrated efforts and maximize overall fundraising impact.

Key Responsibilities

• Campaign Management: Plan, execute, and evaluate paid media campaigns using platforms such as Google Ads, Meta Ads, and Bing Ads.
• Data-Driven Insights: Use performance data to guide campaign adjustments and ensure optimal ROI.
• Attribution Models: Implement and refine attribution models to track campaign effectiveness accurately.
• Budget Allocation: Optimize a paid media budget of $735,600 to achieve donor acquisition targets while maintaining an average CPA of $154.
• Cross-Channel Coordination: Ensure alignment between paid media efforts and broader fundraising initiatives, including offline campaigns.
• Support During High-Traffic Events: Scale paid media efforts during Telethons or emergencies to maximize fundraising opportunities.

Targets

• Acquire at least 4,775 recurring donors via paid media.
• Secure 1,400 one-off donations through targeted paid media strategies.
• Generate 120,000 quality leads for telemarketing conversions.

Deliverables:

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

• 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.
• 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.

• Fluency in Spanish and English is required, with excellent written and oral communication skills in both language

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.

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.

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

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:  Estimated start date February 2025 until January 2026.

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

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

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.