Global Performance Marketing Specialist

WFP seeks candidates of the highest integrity and professionalism who share our humanitarian principles.

Selection of staff is made on a competitive basis, and we are committed to promoting diversity and gender balance

Short-listed candidates may be subject to written assessment.

WFP offers a competitive compensation package which will be determined by role’s responsibilities and deliverables, please acknowledge the level of this consultancy offer and be aware that as per UN policy any negotiation based merely on personal cv is not allowed.

This consultancy assignment is renewable upon funding.

Visit the website for detailed information on working with WFP: http://www.wfp.org – Click on: “Our work” and “Countries” to learn more about our operations.

Qualified female applicants and qualified applicants from developing countries are especially encouraged to apply.

WFP is committed to diversity and inclusion within its workforce, and encourages all qualified candidates, irrespective of gender, nationality, religious and ethnic backgrounds, including persons living with disabilities, to apply to become a part of the Organisation. We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the selection & recruitment process, and for work-related needs upon joining the Programme.

WFP has zero tolerance for discrimination and does not discriminate on the basis of HIV/AIDS status. WFP has zero tolerance for sexual exploitation and abuse, any kind of harassment, including sexual harassment, abuse of authority or discrimination. All selected candidates will, undergo rigorous reference and background checks.

No appointment under any kind of contract will be offered to members of the UN Advisory Committee on Administrative and Budgetary Questions (ACABQ), International Civil Service Commission (ICSC), FAO Finance Committee, WFP External Auditor, WFP Audit Committee, Joint Inspection Unit (JIU) and other similar bodies within the United Nations system with oversight responsibilities over WFP, both during their service and within three years of ceasing that service.

We greatly appreciate your interest in WFP and joining our mission to achieve Zero Hunger by 2030

Saving Lives, Changing Lives!

ORGANIZATIONAL CONTEXT

The Private Partnerships & Fundraising Division (PPF) is responsible for mobilizing resources from the private sector. PPF has developed an ambitious new strategy and our ambition is based on need. In 2020 WFP reached 115 million people. Every day 5600 WFP-chartered trucks are on the road; 100 planes are in the air and 30 ships are at sea. Work as hard as we might, through drought and floods, conflict and peace, disasters natural or man-made, the needs are immense and growing. 690 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. We are now investing in and grow private sector fundraising to reach more people.

WFP’s private sector strategy (2020 – 2025) proposes to dramatically increase income from individuals to help reach more people and get to Zero Hunger faster, using new digital engagement tools to reach audiences across the globe in a flexible and cost-effective way. Traditional individual fundraising in our sector was primarily conducted through offline channels and implemented through national fundraising operations. The individual fundraising market now looks very different, with the vast majority of potential donors having a digital presence and comfort with transacting online. WFP has a unique opportunity to define its approach amid this digital change, and leapfrog peers through the creation of a digital-led fundraising strategy that engages people worldwide. Our digital focus elevates the importance of an agile approach to delivering opportunities to engage.

INDIVIDUAL FUNDRAISING

WFP currently has the fastest growing global individual fundraising programme, with a annual income growing from $3m in FY19 to $26.3m in FY22. Our focus is a regular giving digital-first strategy, working through a centralized global team recruiting supporters primarily through digital channels and building an outstanding supporter experience through a multi-channel loyalty programme that aims to deliver a best-in-class donor experience. The programme now recruits donors in English, French, German, Spanish and Arabic, with language capabilities also including Korean, and it delivers the supporter experience journeys through email, SMS, WhatsApp, in/outbound telephone and Meta.

PURPOSE OF THE ASSIGNMENT

The Global Performance Marketing Specialist sits within the Global Supporter Acquisition Team: a team of eight people responsible for recruiting supporters – primarily via paid search and Meta – transnationally across the English, French, Spanish, German and Arabic-speaking audiences. Currently the team consists of campaign managers and coordinators who own each of these audiences or ‘language markets’. The purpose of this new role, in contrast, is to bring a channel-level perspective and ensure that each marketing channel is being optimised to deliver the best possible results globally. The Global Performance Marketing Specialist will also support the Team Lead in the management of campaigns, projects and workstreams that are global or cross-cutting in nature.

KEY RESPONSIBILITIES

This role will cover a wide range of tasks as needed to deliver on the team’s ambitious fundraising targets. The list below is not exhaustive but great care will be taken to ensure a balanced workload.

1. Monitor and analyse channel-level performance data

• Review channel performance daily in Tableau to check for any missing data
• Identify and flag suspected data issues with the relevant teams to ensure timely resolution
• Monitor key financial metrics at the channel level to identify and analyze trends and challenges
• Explain shifts in channel-level financial performance via analysis of metrics across the funnel
• Own and maintain naming conventions for each marketing channel to ensure data quality

1. Coordinate the planning and execution of AB testing in each channel

• Support campaign managers/coordinators to plan, prioritise and execute AB tests in Meta
• Work closely with our media agency to optimise search activity via AB testing in Google
• Run regular testing meetings to coordinate and align across the acquisition team
• Maintain and promote a culture of data-driven performance marketing

1. Support the team with Meta Business Suite expertise

• Keep the team updated on Meta platform changes and best practices
• Support campaign managers/coordinators and resolve any technical issues in Meta
• Liaise with Meta to resolve ad rejections when escalation is required
• Monitor Events Manager and flag any pixel or CAPI issues with the Tech team

1. Support the management of paid search activity via our Media agency

• Lead on day-to-day management of account-wide paid search activity via our media agency
• Collate and provide team feedback on reporting received from the agency
• Coordinate the briefing and execution of cross-cutting campaigns and projects
• Participate in and contribute to strategy/planning meetings with the Team Lead and Account Lead
• Ensure all quotes and POs are received on time and monitor spend versus forecast

1. Work with the Business Intelligence Hub to deliver on data and dashboard needs

• Produce high-quality briefs for the BI Hub and see them through to delivery
• Plan ahead and prioritise to effectively traffic manage BI Hub requests
• Serve as the team’s focal point with the BI Hub for questions and dashboard troubleshooting
• Participate in the design of new dashboards and other BI Hub projects as required

DELIVERABLES AT THE END OF THE CONTRACT

• Each marketing channel has delivered on agreed fundraising targets.
• All data issues have been propmtly identified, flagged and resolved.
• Any channel-level performance issues have been propmtly identified and analysed.
• Team members and partner agencies have access to the data and dashboards they need.
• AB testing is effectively coordinated and communicated across channels and teams.
• Paid search priorities have been executed successully in line with the roadmap.

QUALIFICATIONS AND EXPERIENCE REQUIRED

Education

• University degree in a relevant discipline, such as marketing or the humanities and social sciences.

Work History

• Minimum 4 years of work experience in digital and/or marketing, of which 3 must include digital marketing with strong focus on Facebook and Google advertising.
• Demonstrated experience in optimising digital marketing channels globally across multiple markets and languages.
• Demonstrated fundraising experience within a UN agency, with prior experience at WFP preferred.
• Demonstrated experience in collaborating with Tech and Business Intelligence teams on marketing tech and data.

Technical Skills

• Expertise in Meta Business Suite, especially Ads Manager, Events Manager and Experiments.
• Advanced understanding of digital marketing and fundraising metrics
• Advanced user of Tableau dashboards
• Knowledge of Google Marketing Platform, especially Google Ads.
• Knowledge of AB testing in Meta and Google

Soft Skills

• Excellent organisation and prioritisation skills
• Analytical skills and high attention to detail
• People-oriented: a collaborative and supportive team player
• Highly data-driven and results-driven
• Creative thinker, with a solutions-oriented mindset
• Proven success in an international environment
• Strong stakeholder management and influencing skills
• Flexible and adaptable to change
• Available to work out of hours when required

Languages

• Excellent (fluent) command of written and spoken English.
• Proficiency (intermediate) in at least one of our other fundraising languages: French, German, Spanish or Arabic.

Deadline for submission of applications: 29 June 2023 CET Rome, Italy

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