JOB TITLE:Campaign Manager English-speaking markets

UNIT/DIVISION: Private Partnerships Division (PSP)

DUTY STATION: Rome HQ

CONTRACT TYPE: Short-Term Regular Consultant

DURATION: 11 months

LINE MANAGER/SUPERVISOR: Supporter Acquisition Lead

ORGANIZATIONAL CONTEXT

The United Nations World Food Programme (WFP) is the worlds largest humanitarian agency working to create a world with zero hunger. WFP and its partners believe that no child should go to bed hungry and that individual and collective wellbeing can only be achieved if all children women and men get the nutritious food they need to lead healthy dignified lives. Each year WFP assists 86.7 million people in 83 countries. Every day some 5600 WFP-chartered trucks are on the road 92 planes are in the air and 20 ships are at sea. These numbers speak to WFPs unparalleled reputation as an emergency responder one that is often the first on the scene in the most difficult environments. WFP also works with partners to strengthen the resilience of communities most vulnerable to hunger and malnutrition through long-term development programmes aimed at boosting food security local economies education employment and gender equality. While hunger and malnutrition are the worlds largest solvable issues the needs are still immense and growing. 821 million people in the world suffer from chronic hunger.

The Private Partnerships Division (PSP) is responsible for engaging the private sector (corporations individuals foundations) through high-impact partnerships in support of WFPs strategic priorities and through individual giving to build and retain support from the general public worldwide. PSP has embarked on an exceptionally ambitious new strategy 2020-2025 to raise an additional one billion dollars for hungry or malnourished people and to expand the contribution to WFP from the business sector through effective and sustainable long-term partnerships as well as from private individual supporters around the world. This includes securing new high impact technical partnerships signing significant new corporate deals and growing existing relationships as well as building a base of one million individual supporters. Our strategy and ambition are based on need. WFP was reaching more than 90 million people in 83 countries and we now know that we will be called on to reach many millions more as a result of the pandemic.

Joining PSP is an exciting opportunity for experienced professionals to co-develop and implement our new private partnerships and fundraising strategy.

PURPOSE OF THE ASSIGNMENT

The core purpose of this role is to acquire new supporters across the English-speaking world via data-driven digital fundraising campaigns (primarily Facebook/Instagram and search) in line with agreed targets. The English- speaking world is WFPs largest market; this cross-disciplinary role (content creative paid media) is critical to the success of the Global Support Acquisition Team.

ACCOUNTABILITIES / RESPONSIBILITIES

CAMPAIGN PLANNING

• Develop and maintain a pipeline of English-language fundraising campaigns across search and Facebook.
• Manage the media agencys activity pipeline and channel diversification across EN markets.

CONTENT CURATION

• Work either internally (with support from WFP USA) and externally (with an agency) to develop a regular flow of celebrity fundraising content from household names across the English-speaking world.

• In collaboration with other members of the Acquisition Team work with CAM colleagues in Creative Studio Regional Bureaus and Country offices to source and review beneficiary content and staff pieces to camera for acquisition fundraising.

CREATIVE PRODUCTION

• Draw on previous data and insights to develop and own highly effective fundraising appeals for digital channels i.e. copywriting fact-checking scriptwriting briefing designers/video producers).
• Oversee the Acquisition Campaign Coordinators work in trafficking all English-language fundraising creative through internal clearance processes and address/manage any creative feedback.
• Lead on English-language campaigns developed externally with the creative agency including briefing and project management.
• When required manage the process of translating campaigns developed in other languages (ES/FR/DE/AR) into English.

MEDIA BUYING & ANALYSIS

• Build/launch campaigns in Facebook and brief media agency on search campaigns.
• Build new audiences and explore new targeting approaches.
• Monitor financial performance of EN campaigns and perform thorough data analysis to identify and address the source of poor performance.
• Optimise and improve campaign performance (creative optimisations audience optimisations placement optimisations)
• Manage and move budgets across campaigns and audiences within the English-speaking world to maximise financial returns.
• Develop a pipeline of priority experiments and execute them collaborating with data/insights colleagues to draw reliable conclusions and reportable insights.
• Work with the Team Lead in managing the media agencys performance across search campaigns.
• Contribute insightful commentary and analysis to Acquisition Team reports and presentations.

DELIVERABLES AT THE END OF THE CONTRACT

A portfolio of highly efficient acquisition campaigns (primarily Facebook) that successfully maximise funds from English-speaking audiences globally in line with agreed fundraising targets.

QUALIFICATIONS AND EXPERIENCE REQUIRED

Education

• University degree in a relevant discipline (e.g. marketing communications international relations)

Work history

• Between 4 and 5 years of progressively responsible professional experience in relevant areas (digital marketing creative/media agencies UN agencies) with expertise in managing global social media campaigns.
• Prior experience with WFP is strongly preferred.

Technical skills

• Planning and management global social media campaigns
• Copywriting for international development/humanitarian causes
• Expertise in social media metrics and analysis
• Creative agency and media agency management
• Reporting and influencing within a UN agency
• Creative production for global social media campaigns
• Digital advertising platforms (Facebook Ad Manager Google AdWords)
• Digital marketing analytics (Google Analytics Tableau)
• Project management tools (Trello Asana AirTable)
• Expertise in digital audiences and markets across the English-speaking world