SX Facebook 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: SX Facebook Campaign Manager

Division: PPF – Private Partnerships and Fundraising Division

Duty Station: Rome HQ / Remote working

Type of Contract: full-time regular Consultant

Duration: 11 months (expected start date in April 2022)

Deadline for applications: 16.03.2022

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

In the first year of the new growth strategy the HQ IG team recruited 130k new supporters (both regular monthly givers and single givers), from over 190 countries primarily through digital advertising with some local DRTV testing. Annual income more than quadrupled from $3m in FY19 to $24m in 2021 with growth ambitions going far beyond this.

Our focus is a digital-first strategy, working through a centralised global team recruiting supporters primarily through digital channels and building an outstanding supporter experience through a multi channel loyalty programme that delivers 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 exeprience through email, SMS, WhatsApp, outbound telephone and Facebook.

PURPOSE OF THE ASSIGNMENT

Facebook Retention Campaign Manager plays a key role in the global Supporter Experience team. The core purpose of this the cross-disciplinary (content + creative + paid media) role is to retain existing supporters across global markets via data-driven, digital fundraising campaigns (primarily Facebook/Instagram, but also other paid media platforms, like Google Display, Google Search and Youtube) in line with agreed targets. Better integration of paid media channels in our multi-channel supporter communication approach (currently composed of email, phone, SMS/WhatsApp, Facebook) will help us drive better retention and long-term value.

ACCOUNTABILITIES / RESPONSIBILITIES

CAMPAIGN PLANNING

• Develop and maintain a pipeline of fundraising campaigns across Facebook and Google.

CONTENT CURATION

• Work either internally (with support from the Supporter Experience Team, Global Support Acquisition Team or CAM) and externally (with an agency) to develop a regular flow of fundraising content.
• In collaboration with other members of the Supporter Experience and Acquisition Team, work with CAM colleagues in Creative Studio, Regional Bureaus and Country offices to source and review content.

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).
• Coordinate the fundraising creative used on paid platforms through internal clearance processes and address/manage any creative feedback.
• Lead on campaigns developed externally with the creative agency, including briefing and project management.
• Manage the process of translating campaigns developed English in other languages (ES/FR/DE/AR) and vice versa.

RUNNING CAMPAIGNS & ANALYSIS

• Build/launch campaigns in Facebook and Google.
• Build new segmentation strategies, explore new targeting approaches and paid media platforms.
• Monitor financial performance of 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 to maximise financial returns.
• Develop a pipeline of priority tests and execute them, collaborating with data/insights colleagues to draw reliable conclusions and reportable insights.
• Contribute insightful commentary and analysis to the Supporter Experience Team reports and presentations.

DELIVERABLES AT THE END OF THE CONTRACT

A portfolio of highly efficient retention campaigns (primarily Facebook and Google) that successfully maximise funds from existing supporters 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

• At least six year of years of progressively responsible professional experience in relevant areas (digital marketing, creative/media agencies, UN agencies), with expertise in managing global paid media campaigns.

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 Ads, Twitter Ads, LinkedIn Ads)
• Digital marketing analytics (Google Analytics, Tableau)
• Project management tools (Trello, Asana)
• Expertise in campaigns using custom lists/customer match

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
• Flexible and adaptable to change
• Available to work out of hours when required

Language(s)

• Excellent command of spoken and written English (Native or C2-level English)
• Intermediate knowledge of one of the following languages would be a plus (Arabic, French, German, Spanish).

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. 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!