Marketing Strategy Consultant

**Job no**: 578403
**Contract type**: Consultant
**Duty Station**: Geneva
**Level**: Consultancy
**Location**: Switzerland
**Categories**: Communication, Partnerships, Fund Raising

UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. To save their lives. To defend their rights. To help them fulfill their potential.

Across 190 countries and territories, we work for every child, everywhere, every day, to build a better world for everyone.

And we never give up.

**For every child, hope**

The Division of Private Fundraising and Partnerships (PFP) strives to achieve impactful results for children by maximizing UNICEF's private fundraising and advocacy globally. To fulfil this mission, PFP coordinates fundraising activities and private sector partnerships with offices across 50 countries.

The global team supports and enable countries in fundraising while this role focuses on developing team capabilities and global strategies. Individual Giving is one of UNICEF’s most critical sources of revenue and the PFP Individual Giving team, which this role would be part of, focuses on supporting countries to grow their individual giving revenue. As part of this team, the Marketing Strategy Consultant will work closely with markets to redefine fundraising approaches and develop effective marketing strategies

**How can you make a difference?**

**PURPOSE OF ASSIGNMENT**:
This role integrates marketing best practices into Individual Giving, emphasizing audience centricity in 3 key regions: Virtual Hub, Finland, and Colombia, while also supporting additional markets (Columbia, Finland). Responsibilities include providing tools, planning, and implementation support, as well as enhancing team capabilities in areas such as audience segmentation and donor journey strategy. The role also involves collaborating with the Marketing Manager and Virtual Hub lead to implement elements of the Strategic Marketing Framework, transitioning the approach from sales orientation to marketing orientation. Support the review of the CRM strategy and supporter lifecycle management by working with the SES program, geographical squads, and markets to implement the marketing framework and develop customer journeys development.

**Marketing Framework**:

- Develop actionable plan and workstreams for implementing the framework, including measure of success, activation across product, fundraising propositions, content, media touchpoints, customer experience, post-acquisition fulfilment, implementation of skills and capabilities, and capacity building projects.
- Collaborate with geographic squads to support marketing projects, documenting learnings, and upskill teams based on the Marketing Framework.
- Pilot the framework in key markets, securing case studies of ROI- positive outcomes.
- Consult with stakeholders in PFP, country offices, regional offices, and other organizations.

**Segmentation**:

- Lead segmentation upskilling, development, and implementation for the 3 key regions: Virtual Hub, Finland, and Colombia.
- Take business ownership for creating and delivering measurable success metrics, such as ROI, LTV, CPA, ROAS or other comparable statistics. Optimize the project based on insights and lessons learned, with a focus on developing and deploying segmentation specifically in the Virtual Hub.
- Lead the development and deployment of segmentation across selected markets.
- Create materials for use case definition workshops and business case documentation. Lead engagement with key markets in these areas, including the creation of project plans and briefing documents for agency support and key stakeholders within the markets and regions.
- Support the development and implementation of segmentation projects in key markets, capturing learnings and results to demonstrate proof of concept and develop case studies.
- Collaborate with other PFP IG teams to upskill and build capacity on segmentation, fostering cohesive approaches.

**Supporter Lifecycle Management and Donor Journeys Development**:

- Conduct a CRM strategy review and refresh the lifecycle management approach.
- Collaborate with geographic squads and SES squads to support selected markets in SES strategy review and provide guidance on their journey development.
- Advise the Marketing and Journeys Specialist (CRM/Automation) on the prioritization of journey development and market support.

**Marketing Best Practice and Support**:

- Collaborate with the Marketing Manager to refine holistic marketing approaches for acquisition, retention, and engagement metrics.
- Develop marketing tools, templates, and guidance for use by markets.
- Provide training and consultancy to key markets, the wider PFP IG team, and RSC colleagues on embedding marketing practices.
- Update the Marketing Resource Centre and manage knowledge-sharing tasks.

**SCOPE OF WORK**:
Under the guidance of the Marketing Manager, Individual Giving (PFP), the individual con