Procedures and Eligibility
Before submitting an application, UNHCR staff members intending to apply to this Job Opening are requested to consult the Recruitment and Assignments Policy (RAP, UNHCR/HCP/2017/2 and the Recruitment and Assignments Administrative Instruction (RAAI), UNHCR/AI/2017/7 OF 15 August 2017.
Duties and Qualifications
Digital Paid Media Marketing Officer
Organizational Setting and Work Relationships
This role will operate within the Digital Marketing Team which sits in the Private Sector Partnerships (PSP).
The Digital Marketing Team (DMT) team advises on, creates and delivers digital solutions and marketing expertise for engaging with UNHCR’s primary audiences including donors, supporters, partners, governments, refugees and staff.
UNHCR is rolling out a Digital Strategy, a key objective of which is to increase traffic, engagement, private sector donations, and supporters from its global web presence/s. Strong search strategy and implementation is a critical pillar of this work (both paid and earned) alongside deep understanding of paid digital marketing and media buying techniques including social media.
The Digital Marketing Team work to transform the way we communicate and engage through digital technology and channels. Working across teams to create, build and operationalise high quality digital solutions and experiences for all UNHCR’s audiences and help deliver on UNHCR strategic direction.
Under the overall supervision of the Senior Digital Engagement Officer, the Digital Paid Media Marketing Officer will deliver internal consultancy across all digital platforms to increase performance, engagement, and to agreed KPI¿s. The incumbent will implement and run campaigns. S/he will deliver training, capacity building, and the sharing of digital marketing best practice across PSP and more widely across DER. S/he will be responsible for the day-to-day management of paid digital marketing campaigns for the International Hub which will include paid search, display, and social advertising. S/he will report to the Senior Digital Engagement Offer and will have line management responsibility.
All UNHCR staff members are accountable to perform their duties as reflected in their job description. They do so within their delegated authorities, in line with the regulatory framework of UNHCR which includes the UN Charter, UN Staff Regulations and Rules, UNHCR Policies and Administrative Instructions as well as relevant accountability frameworks. In addition, staff members are required to discharge their responsibilities in a manner consistent with the core, functional, cross-functional and managerial competencies and UNHCR¿s core values of professionalism, integrity and respect for diversity.
Duties
– Manage, test, and execute manual bidding for conversions and campaign optimisation, and other digital media buying activity via a range of tools including, Google 360 suite, Facebook/Instagram, Twitter, TikTok, LI, DV360, Google Ads, Microsoft ads etc. Identifying trends and insights in order to achieve maximum ROI in paid marketing campaigns.
– Develop, analyse and report on digital marketing performance and make recommendations to improve results and reach.
– Lead internal departmental projects surrounding keyword generation, keyword optimization, brand reach, ad copy performance, and SEM reporting. Setting up and managing Paid Search campaigns via Google ads and Microsoft ads and optimising towards positive ROI.
– Plan, execute, and measure experiments and conversion tests to improve ROI
– Audience research – Work with both 1st and 3rd party data (demographic, geographic etc.) to determine the most effective approach to define and reach our target audience
– Collaborate with the internal analytics/reporting team to routinely create campaign accounts performance reports interwoven with strategic insights
– Work with the internal admin and finance teams to ensure appropriate payment to our suppliers for direct media buying
– Coordinate creative management and ad copy writing.
– Deliver and coordinate digital HQ protocol for launch of Emergency Campaigns. In the event of UNHCR declaring an Emergency for fundraising purposes, develop keyword generation, ad copy and SEO best practice guidelines for implementation and dissemination across PSP fundraising markets.
– Perform ongoing research and audits and make recommendations for keyword discovery, expansion and optimization.
– Track, report and analyse website analytics and SEM initiatives and campaigns.
– Plan, execute, and measure experiments and conversion tests to improve ROI
– Collaborate with our internal analytics/reporting team to routinely create campaign performance reports interwoven with strategic insights.
– Devise and deliver capacity building and specialist digital marketing training across the organisation including
– Responsible for maximising digital acquisition income from the pure digital English language hub including delivering paid media campaigns (from creating strategy, to setting up and running, to optimisation and evaluation, test and learn), organic traffic, donation pages, optimisation, budgeting, reporting and optimisation.
– Create donation landing pages and optimize user experience and conversion rates
– Develop, create and optimize Ad copy and landing page copy for digital marketing campaigns
– Act as main point of contact within the DMT team for all enquiries and support on SEM/SEO and Google 360 media buying tools. Work with internal teams and global offices to offer advice and ensure SEO/SEM best practices and techniques are properly implemented.
– Place and advise internal teams on paid media activity in social media platforms specifically Facebook advertising platform, Instagram, sponsored YouTube and Twitter, Paid search, Display (DV360)
– Work with internal and external teams to support the development of strategies that enable UNHCR to achieve its higher-level business goals within the social media space
– Oversee and ensure internal stakeholders receive training and capacity building on how to use direct media buying technology (Google search, social and programmatic) manage and optimize digital media campaigns, strategically grow budgets, and understand customer journeys and attribution modelling to develop in house media buying capacity.
– Perform other related duties as required.
Minimum Qualifications
Education & Professional Work Experience
Years of Experience / Degree Level
For P3 – 6 years relevant experience with Undergraduate degree; or 5 years relevant experience with Graduate degree; or 4 years relevant experience with Doctorate degree
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Field(s) of Education
Digital Marketing; or other relevant field.
(Field(s) of Education marked with an asterisk* are essential)
Certificates and/or Licenses
Not specified.
Relevant Job Experience
Essential
Previous working experience with the Google 360 suite to include Search ads 360, Display/video 360, and Campaigns Manager.
Experience of creating and managing digital marketing campaigns.
Working knowledge of SEO techniques and how to integrate with PPC.
Experience with website analysis using a variety of analytics tools including Google Analytics as well as internal reporting tools.
Previous experience of successful copy writing including ad copy, landing pages and social.
Experience in all Social media paid campaigns including conversion and offline conversion campaigns, lead generation ads and video campaigns.
Proven track record of optimizing large and small ad network budgets.
Deep knowledge and experience of advertising platforms of all social media channels including Facebook, Instagram, LinkedIn and Twitter.
Experience of setting up AIB and multivariate testing.
Expertise on cross-device targeting, site re-targeting (search, social & display), behavioural advertising and contextual advertising (required).
Proven experience of delivering training and capacity building programmes.
In depth knowledge and understanding of Google AdWords, Yahoo/Bing Ads, Facebook Ads, Facebook Power Editor, Twitter Ads and Google Analytics.
Knowledge of reach, impressions, target audience compositions and circulation. As well as CPMs, CPCs, CPEs, CPVs, GRPs and how to calculate each.
Understanding KPl’s and analysis of results to identify actionable opportunities.
Strong project management skills including planning and schedule creation for digital marketing campaigns.
Excellent verbal and written skills including copy writing, with a precise attention to detail.
Desirable
Experience with Direct Response campaigns is strongly preferred with experience with attribution and conversion tracking.
Experience of working with external digital marketing agencies.
Experience with 3rd party digital ad tech such as ad servers, site side analytics, DMPs, PMDs and/or multi-touch attribution.
Experience of TikTok for paid and non-paid marketing.
Working knowledge of HTML, CSS and JavaScript development and constraints.
Functional Skills
*PS-Google Marketing Platform
*PS-Content Marketing
*PS-Ad serving tools
*PS-Search engine marketing (SEM)
*PS-Multichannel campaign management
PS-Digital marketing
PS-Advertising network (Ad networks)
PS-Advertising technology (Ad tech)
PS-Native advertising
PS-Search Engine Optimization (SEO)
PS-Social Media Optimisation and Marketing (SMO)
(Functional Skills marked with an asterisk* are essential)
Language Requirements
For International Professional and Field Service jobs: Knowledge of English and UN working language of the duty station if not English.
For National Professional jobs: Knowledge of English and UN working language of the duty station if not English and local language.
For General Service jobs: Knowledge of English and/or UN working language of the duty station if not English.
All UNHCR workforce members must individually and collectively, contribute towards a working environment where each person feels safe, and empowered to perform their duties. This includes by demonstrating no tolerance for sexual exploitation and abuse, harassment including sexual harassment, sexism, gender inequality, discrimination, and abuse of power.
As individuals and as managers, all must be proactive in preventing and responding to inappropriate conduct, support ongoing dialogue on these matters and speaking up and seeking guidance and support from relevant UNHCR resources when these issues arise.
This is a Standard Job Description for all UNHCR jobs with this job title and grade level. The Operational Context may contain additional essential and/or desirable qualifications relating to the specific operation and/or position. Any such requirements are incorporated by reference in this Job Description and will be considered for the screening, shortlisting and selection of candidates.
Position Competencies
C001L3 – Accountability Level 3
C002L3 – Teamwork & Collaboration Level 3
C003L3 – Communication Level 3
C004L3 – Commitment to Continuous Learning Level 3
C005L3 – Client & Result Orientation Level 3
C006L3 – Organizational Awareness Level 3
M001L3 – Empowering and Building Trust Level 3
M002L3 – Managing Performance Level 3
M006L3 – Managing Resources Level 3
X001L3 – Analytical Thinking Level 3
X003L3 – Technological Awareness Level 3
X008L3 – Stakeholder Management Level 3
Additional Information
Please note that UNHCR does not charge a fee at any stage of its recruitment process (application, interview, meeting, travelling, processing, training or any other fees).
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Additional Information
The UNHCR workforce consists of many diverse nationalities, cultures, languages and opinions. UNHCR seeks to sustain and strengthen this diversity to ensure equal opportunities as well as an inclusive working environment for its entire workforce. Applications are encouraged from all qualified candidates without distinction on grounds of race, colour, sex, national origin, age, religion, disability, sexual orientation and gender identity.
Closing Date
Please note that the closing date for positions advertised in the Addendum 2 to September 2021 Compendium is Wednesday 12 January 2022 (midnight Geneva time).