Under the general guidance of the Fundraising Officer (Digital), the Fundraising Associate (Digital Analytics) will support in the overall digital fundraising activities of the team through implementation of analytics and data expertise, and by providing clear and actionable data analyses and recommendations.
The post will support set-up, implementation and provide best in class in-house analytics capabilities for UNICEF PFP, understanding digital journeys, donor behaviors and profit drivers. The role will facilitate best practices and implementation of campaign analytics, UTM structure, tracking, Google Tag Manager and support the deployment of pixels to track revenue across channels and campaigns.
Through a methodical and intelligent use of audience data, this post will also support overall PFP functions by helping drive business decisions on which digital channels to invest in, digital fundraising products to develop, and content or infrastructure updates to be implemented.
Under the general guidance of the Fundraising Officer (Digital), the post shall undertake the following:
Support in setting-up, launch and implement of UNICEF Philippines’ in-house digital analytics capabilities by building a strong analytics framework and providing data expertise:
Provide visibility of revenue drivers by facilitating best practices learnings for analytics and eCommerce, delivering insights for campaign optimization
Standardize campaign tagging and tracking and together with Fundraising Officer (Digital Strategy) facilitate proper metrics for evaluation
Integrate 1st Party Data across our main digital platforms (Google Marketing Platform, Facebook marketing solutions, and other Data Services Platforms) to enable remarketing to existing donors and acquisition campaigns to identify new donors
Assist in developing a digital dashboard (i.e. Google Data Studio) that will allow PFP to track integrated campaign data consistently
Assist in creating a workplan for the continuous evolution of analytics within the team, in collaboration with the Fundraising Officer (Digital Strategy)
Assist in ad tech solutions
Support Fundraising Officer (Digital Strategy) to identify and set best practices and standards in analytics, providing benchmarks and insights to optimize digital performance to achieve revenue goals:
Provide correct set-up of Google Analytics, Dashboards and Google Tag Manager
Analyze cross-device measurements and TV attribution measurements
Resolution of technical incidents and validation reviews of previous implementations
Facilitate in the evolution of tracking in cookie-less environments
Support the testing culture within PFP’s digital team and with the digital agency, together with the Fundraising Officer (Digital Strategy):
Set matrices for A/B or multivariate testing, depending on the nature of the test
Set objectives, hypotheses, variables and metrics to determine winning tests
Learn, iterate and build a robust testing framework, whether through social media ads, website landing pages or CRO
Provide data and knowledge management support by identifying and organizing data and learnings into actionable recommendations:
Support the Fundraising Officer (Digital Strategy) in creating reports on a periodic basis by providing accurate and up-to-date digital and donor/income data or trends
Master digital metrics and KPIs and facilitate setting benchmarks for the measurement of digital campaigns (i.e. CTR, CPC, ROAS, Reach, Impressions, Conversion Rate, etc.)
Master donor retention and value maximization KPIs for digital donors by understanding donor journeys, survival rates, fulfillment rates, long-term values and other retention metrics
Act as focal point for the mining and storing of historical digital data in PCO, synthesizing reports and learnings where applicable
Support the Fundraising Officer (Digital Strategy) in the implementation of digital fundraising campaigns and various administrative tasks
Facilitate the set-up and implementation of acquisition campaigns like crowdfunding and lead generation, and support the implementation of cross-cutting initiatives with corporate and key influencer teams
Support the coordination of emergency fundraising campaign efforts from set-up, launch, optimization and monitoring
Assist in administrative tasks related to contracts, purchase orders and invoicing of digital partners and other suppliers
Be updated with the latest industry analytics technology and trends and provide updates on market insights in Data and Analytics capabilities.
To qualify as an advocate for every child you will have…
Completion of secondary education is required. Preferably supplemented by a technical or a university courses related to the field of work.
A minimum of Six (6) years of professional experience is required.
Experience in data analytics and measurement, whether in digital agencies or in the client side, is preferred.
Experience in digital fundraising or private sector fundraising areas such as acquisition, conversion, retention, loyalty and multi-channel campaign analysis is an advantage.
Understanding and experience of Google Marketing Platform products, and Facebook advertising products is an advantage.
Proven success in delivering data-based insights and recommendations that informed strategic business decisions is a plus.
Knowledge of digital audience research, segmentation, and trends (qualitative and quantitative research methods) is an asset
Experience in digital analytics is an asset
Fluency in English and Filipino is a requirement, both oral and written.
