Deadline for Applications: December 31, 2024
Terms of Reference
Call for Digital Paid Media Specialists: Apply for the Talent Pool
- Contract Type: Individual Contractor
- Engagement Type: Retainer basis (on-demand)
- Duration: January – December 2025 (with the possibility of extension)
- Location: Home-based (globally)
1. Project Details
UNHCR is seeking passionate Digital Paid Media professionals with expertise in one or more of the following channels: Social Media, Paid Search, Google Marketing. The Digital Marketing and Regional Engagement (DMRE) team at UNHCR aims to establish a talent pool of specialists to support headquarters, regional, and country offices. By joining this roster, individuals will have the opportunity to:
- Contribute to impactful global and regional fundraising initiatives.
- Support market growth and innovation in digital fundraising strategies.
- Collaborate with a diverse team to optimize campaigns for maximum results across various regions.
- Play a key role in enhancing UNHCR’s ability to respond quickly to market demands while maintaining quality.
2. Description of Assignment, Duties, and Responsibilities
The contractor(s) will be part of the Paid Media function within UNHCR’s Supporter Engagement Section (SES), under the Private Sector Partnerships Service. This team supports various departments within the Division of External Relations (DER), PSP, and the broader UNHCR organization.
UNHCR has significantly invested in recruiting new individual donors and deepening engagement to meet ambitious annual and long-term targets. A core objective is to accelerate public engagement and audience growth through digital channels, offering expert advice and hands-on support for in-house digital media buying.
Under the supervision of the Digital Paid Media Marketing Officer, the Digital Paid Media Contractors will be engaged on a retainer basis, allowing for flexible deployment based on availability and needs within the contract period for a pre-agreed fee. Contractors will be ideally based in various regions and time zones (Europe/Africa/MENA, Asia Pacific, and Americas) to ensure balanced support across channels, goals, and platforms (Google Ads, paid social, Display, Video, Programmatic).
3. Purpose and Scope of the Assignment
UNHCR is looking for skilled Digital Paid Media professionals with specialization in one or more digital channels such as Social Media, Paid Search, and Google Marketing. Applicants must specify their area(s) of expertise in their application.
The contractor will work closely with key stakeholders to advise, develop, and implement digital paid media buying services. Responsibilities will include managing paid digital marketing campaigns for the designated market, including paid search, display, and social advertising. The contractor may also provide training, capacity building, and share best practices in digital marketing across global markets.
Typical duties and responsibilities include:
- Managing, testing, and executing web, SEO/SEM, performance marketing, and lead generation campaigns across digital channels (e.g., Google PPC, YouTube, Meta, TikTok, Microsoft ads, LinkedIn, Display, GMP, Programmatic, Connected TV, audio, podcasts).
- Reviewing, preparing, and adjusting creative assets (images, videos, and copy) for digital ads in collaboration with other teams, focusing on driving conversions and brand awareness.
- Tracking, analyzing, and reporting on cross-platform performance using GA4 and leveraging insights to optimize campaign performance and ROI.
- Supporting SEM projects involving keyword generation, optimization, ad copy performance, and SEM reporting. Managing paid search campaigns via Google Ads and Microsoft Ads.
- Conducting audience research and analyzing user behavior through tools like Google Analytics and Campaign Manager.
- Creating media plans for digital marketing activities and utilizing both first-party and third-party data to reach target audiences effectively.
- Collaborating with internal analytics teams to develop campaign performance reports with strategic insights.
- Identifying trends and insights to maximize ROI in paid marketing campaigns.
- Planning and executing A/B and multivariate tests on creative assets, audiences, landing pages, placements, bidding strategies, and other optimization tactics.
- Designing and delivering capacity-building and specialist digital marketing training across the organization.
- Offering advice on implementing SEO best practices for paid campaigns, including keyword optimization and technical SEO.
- Identifying key influencers and managing influencer marketing campaigns to meet fundraising objectives.
- Performing other related duties as required.
4. Candidate Minimum Requirements
Education:
- Bachelor’s degree in marketing, Business Administration, Communication, Social Sciences, or related fields.
Experience:
- At least 3 years of experience with a bachelor’s degree (or 2 years with a master’s degree) in managing full-funnel digital performance marketing campaigns, with a proven track record of optimizing substantial budgets over $1M annually across large and small ad networks, resulting in improved KPIs.
- Proven expertise in one or more of the following areas and platforms:
- Social media advertising platforms (e.g., Facebook, Instagram, TikTok, LinkedIn, X), including paid campaigns such as conversion, offline conversion, lead generation, and video campaigns.
- All major paid search advertising platforms (e.g., Google, Microsoft), including campaign types such as search ads, performance max, DemandGen, video ads, and conversion-focused campaigns.
- Google Marketing Platform (e.g., SA360, DV360, CM360) with experience in managing programmatic display campaigns.
- Ability to analyze large data sets and derive actionable insights using tools like Google Analytics 4 and other third-party analytics tools.
- Proven experience and expertise in paid media marketing in one or more regions (APAC, MENA, Europe, Africa, Americas).
- Strong project management skills, including planning and scheduling digital marketing campaigns.
- Excellent verbal and written communication skills in English, with attention to detail in copywriting.
Desirable:
- Knowledge of SEO techniques and integration with PPC.
- Experience delivering training and capacity-building programs.
- Understanding of individual giving, fundraising, and donor retention.
- Strong experience with direct response campaigns, attribution, and conversion tracking.
- Familiarity with TikTok for paid and non-paid user-generated content marketing.
- Experience working in a cross-cultural environment.
- Knowledge of data privacy laws (GDPR, CCPA) impacting digital advertising and fundraising.
- Experience using tools like Tableau, Power BI, or Google Data Studio for creating dashboards.
Languages:
- Fluency in English is required.
5. Conditions
This application is intended to express interest in joining the Digital Paid Media talent pool. Applicants must specify their area(s) of expertise (Social Media, Paid Search, Google Marketing) in their application.
A competitive assessment process will evaluate the suitability of candidates’ profiles. Being part of the talent pool does not guarantee an offer for an assignment. Selected candidates may be contacted directly with an offer for an assignment, which will be on a retainer contract with flexible working hours. The scope and workload will depend on the needs of the UNHCR operation.
The contract will specify the duration, maximum number of working days, and the remuneration, which will vary based on the complexity of the assignment, required specialization, and local market rates.
6. Location
The contractors will work remotely and are expected to provide their own equipment and ensure a stable internet connection to perform their duties.
