Organisation: World Food Programme UN

Position: Digital Marketing Consultants - 4 positions

Location: Rome, Italy

Salary: Competitive

Reference: Ref.: VA No. 107979

Closing date: 30/11/2019 (day/month/year)

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Digital Marketing Consultants - 4 positions

World Food Programme UN

Background

Background and purpose of the assignment

The World Food Programme’s Private Partnerships and Fundraising (PPF) division is responsible for mobilizing resources from the private sector.  WFP is launching an ambitious new private-sector partnerships and fundraising strategy and our ambition is based on need.

Every day 5,000 WFP-chartered trucks are on the road, 92 planes are in the air and 20 ships are at sea. In 2018 WFP reached 91 million people in 83 countries.    Work as hard as we might—through drought and floods, conflict and peace, disasters natural or man-made—the needs are immense and growing. In 2019, more than 820 million people in the world suffer from chronic hunger. To get to a world with Zero Hunger faster, WFP has significantly increased resources in recent years from donor governments. WFP is now investing in and growing private sector fundraising to reach more people.

We’re developing a significant, sustainable new stream of unrestricted income for under-funded country programmes through the creation of a digital-led fundraising strategy and hub that engages people worldwide. We’re creating a best-in-class donor experience and synchronizing fundraising and brand building for greatest impact.

The global individual giving (IG) team’s task is to recruit new supporters through digital channels from nearly any country in the world and build a best in class supporter experience.  WFP is taking a unique, digital-first approach to global individual giving fundraising. This will enable us to optimize our fundraising activities worldwide, to build a global fundraising hub and drive greater agility to supporter value (e.g. via rapid response to emergencies).  The global individual giving team will work with managed agility and adopt a test and learn approach to optimize overall returns in different markets, with quick iteration cycles, continuous improvement, and evidence-driven decision-making to scale things that work.

Job description

THE ROLE:

We are looking for 4 new digital marketing consultants who want to work in a start-up international team. You’ll have extensive digital marketing/fundraising and direct response marketing expertise, and, be well versed in delivering big budget performance marketing campaigns. You will also have a passion for finding innovative and practical solutions to deliver compelling stories in an agile way.  The digital marketing consultants will deploy and optimize appeals that recruit new supporters and maximise strong long-term value across multiple regions and audiences.

TASKS:

Campaign planning

  • Research key markets and audiences, identify areas with greatest potential for large scale acquisition and understand the creative drivers that will secure best returns against investments
  • Plan and execute fundraising appeals which improve long term value by securing repeat single cash and/or convert to regular giving
  • Propose and execute engagement appeals which deliver high quality experiences for supporters
  • Continually optimise appeals based on Key Performance Indicators
  • Create a digital test matrix and deliver rapid reporting  
  • Work with creative agencies where required to develop new appeals
  • Manage global audiences to ensure timely and appropriate appeals

 

Content:

  • Maintain a regular flow of content suitable for fundraising for key audiences as designated by the Digital Fundraising Lead
  • Identify gaps in content and create an ongoing plan to ensure IG has a continuous supply of high-quality content with the appropriate consent. The Digital IG Consultant should form strong relationships with our Communications, Advocacy and Marketing (CAM) team and Country Offices to ensure we receive: emotionally engaging images, compelling case studies and video for fundraising and engagement
  • Maintain and update the digital engagement platform with strong stories which bring WFP’s work to life

 

Campaign implementation:

  • Create and deploy:
  1. appeals using Facebook Ad Manager with correct use of audience & creative
  2. donation pages on iRaiser ensuring they’re tagged for measurement
  3. appeals through Marketing Cloud including building cross channel journeys
  4. lead generation appeals with eventual financial conversion objective
  • Copywriting emails, landing pages, adverts and video scripts across multiple languages
  • Create/edit basic video ads for use across Facebook and YouTube
  • Create/edit high quality images to use on Facebook, email and landing pages
  • Create and deploy Google AdWords and other search platforms which allow us to scale our fundraising where required. This includes learning new products in depth.
  • Measure and optimise throughout the campaign lifecycle to ensure maximum value
  • Tag campaign using Google Tag Manager
  • Reporting
  • Create campaign dashboards which demonstrate real time performance vs budget and determine actionable insights that help improve performance

Candidate requirements

SKILLS AND EXPERIENCE:

  • Hands-on experience of implementing digital acquisition and/or loyalty programmes, past roles/experience may have included: acquisition specialist, loyalty specialist or all-round experience across the whole supporter journey.
  • Understand and be aware of the main Key Performance Indicators which drive digital performance
  • Good working knowledge of Adobe Creative Suite – including Photoshop, Premiere
  • Knowledge of website CMS
  • Good knowledge of Facebook Ad Manager
  • Good knowledge of Google Analytics
  • Good understanding of how to maximise supporter/customer experience through digital channels
  • Experience of working with email marketing platforms
  • Broad knowledge of direct response fundraising/digital appeals across multiple sectors
  • Experience of Salesforce Marketing Cloud (desirable)
  • Strong problem-solving mindset
  • Strong project management experience
  • Results based mindset
  • Continuous improvement mindset
  • Able to work in a multiple stakeholder environment with strong influencing skills
  • Able to work in a start-up mode where work plans and appeals are fluid while we determine where to scale.

We’ll also be interested in applications from people who do not tick all the above criteria. For example, if you are an email loyalty specialist you might not have good knowledge of Facebook Ad Manager.

 

Additional comments

Terms and Conditions

WFP offers a competitive compensation package which will be determined by the contract type and selected candidate’s qualifications and experience.

Please visit the following websites for detailed information on working with WFP.

http://www.wfp.org Click on: “Our work” and “Countries” to learn more about WFP’s operations.

Deadline for applications: 30 November 2019

Ref.: VA No. 107979

Qualified female applicants and qualified applicants from developing countries are especially encouraged to apply WFP has zero tolerance for discrimination and does not discriminate on the basis of HIV/AIDS status.

Contact person:

Response email: Click here to email the recruiter

Website: career5.successfactors.eu/sfcareer/jobreqcareer?jobId=107979&company=C0000168410P&username=

Preferred method of response: Web

Closing date: 2019-11-30

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