Senior Campaign Manager

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.

Job Title: Senior Campaign Manager

Division: PPF – Private Partnerships and Fundraising Division

Duty Station: Remote

Type of Contract: Consultancy

Level: CST Level 2

Duration: 11 months

Deadline for applications: 21.08.2023

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, Arabic and Korean, and it delivers the supporter experience journeys through email, SMS, WhatsApp, in/outbound telephone and Meta.

PURPOSE OF THE ASSIGNMENT

The Senior Campaign Manager sits within the Global Supporter Acquisition Team: a team of eight people responsible for recruiting supporters – primarily via paid media – transnationally across English, French, Spanish, German, Korean and Arabic-speaking audiences. The core purpose of this role is to acquire new supporters via data-driven fundraising campaigns within one or more of these ‘language markets’, over which this role will have ownership. It is a cross-disciplinary in nature, requiring a combination of creative, analytical, technical, strategic and management skills. It is a senior role within the team, responsible for managing budgets, managing agencies, deputising for the Team Lead, and line managing at least 1x Campaign Coordinator.

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. With the support of a Campaign Coordinator, this role will be responsible for:

1. Campaign planning & forecasting

• Drive and develop financial forecasts and regular reforecasts for allocated language market/s
• Propose the optimal allocation of spend across paid channels in allocated language market/s
• Maintain a full pipeline of campaigns, translated/localised as appropriate to maximise returns

1. Campaign content & creative

• Brief content requirements and provide timely feedback on all content received
• Project manage, and provide creative direction for the production of all visual creative
• Produce high-quality scripts, copy and landing pages as required
• Ensure campaign creative is based on past learnings and meets internal guidelines

1. Media buying & analysis

• Build, launch and optimise campaigns in Meta and other ad platforms as required
• Design, execute and analyse AB experiments to inform targeting and creative strategies
• Pro-actively analyse campaign performance to manage and optimise budgets
• Identify and explain under/overperformance via analysis of metrics across the funnel
• Oversee the work of external media agencies on campaigns in allocated language market/s

1. Celebrity fundraising

• Manage our external content agency to ensure a regular supply of celebrity content
• Manage the celebrity fundraising budget and its allocation across agencies and language markets
• Serve as the team’s focal point for celebrity risk assessments and GWA content
• Develop, maintain and oversee the team’s processes and best practices for celebrity fundraising
• Develop and execute strategies for nurturing relationships with key celebrities

DELIVERABLES AT THE END OF THE CONTRACT

Language markets have delivered results in line with agreed fundraising targets

Excellent management of our external agencies is evident in the quality of their work

A portfolio of highly relevant celebrity content has driven fundraising performance

QUALIFICATIONS AND EXPERIENCE REQUIRED

Education	University degree in a relevant discipline e.g. marketing, management, communications, international studies, humanities, or social sciences
Work history	Minimum 5 years of work experience in digital fundraising, of which at least 3 must include a strong focus on paid acquisition via Meta and Google Experience in managing digital fundraising campaigns at an international level, across multiple markets and languages Fundraising experience within a UN agency, preferably WFP Experience in line managing and developing junior team members
Technical skills	Digital fundraising expertise, with excellent knowledge of best practices, channels, creative metrics, giving moments, sector and market trends Financial forecasting for paid media in the context of fundraising, with the ability to determine the optimal split of investment across channels Analysis of paid media performance and fundraising metrics in Tableau Campaign budget management and optimisation in ad platforms Meta Business Suite expertise, especially Ads Manager and Experiments Assessing the quality and potential of content for fundraising creative Expert understanding of digital marketing and fundraising metrics Effective copywriting for fundraising in various channels and formats Creative briefing and direction for visual asset production Line management and coaching of junior marketing/fundraising roles Management of external media and content agencies
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 Able to thrive an international, remote-working environment Strong stakeholder management and influencing skills Flexible and adaptable to change Available to work out of hours when required
Languages	Excellent command (C1 minimum) of written and spoken English Proficiency (B1 minimum) in at least one of our other fundraising languages: French, German, Spanish, Korean or Arabic

Terms and Conditions

Short-listed candidates can 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!

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