A Career Opportunity

UNICEF is the world’s farthest-reaching humanitarian organization for children. Across 190 countries and territories, and in the world’s toughest places, we work day in and day out to help children survive. To defend their rights. To keep them protected, healthy and educated. To give them a fair chance to fulfil their potential. Our work for every child relies entirely on voluntary support, including donations from generous Canadians.

Deputy Director, Digital Marketing

(Permanent; Full time; Flexible-Hybrid; based in Toronto)

Reporting to the VP, Marketing & Communications, The Deputy Director, Digital Marketing will play an advisory and managerial role in the development and management of UNICEF Canada’s overarching digital strategy, including support and subject matter expertise for all online revenue, lead generation, advocacy and brand awareness campaigns and activities. The incumbent shall collaborate with internal teams to lead digital media buys and manage large digital media budgets, advising on optimal spending allocations to ensure the greatest possible return on investment. The Deputy Director will ensure all digital activity is aligned with the organization’s strategic plans and elevates UNICEF’s online reputation and influence as a leading children’s charity.

As an experienced people manager and team leader, the Deputy Director shall lead, manage, and direct a high-performing digital team responsible for digital strategies for paid advertising, websites, UX, SEO and SEM. The Digital team will both deliver on departmental priorities, as set by the Deputy Director, and support internal client teams, including fundraising and programs.

The incumbent shall play a key role in implementing UNICEF’s Digital Transformation strategic priority and will provide strategic, technical, and operational consulting to internal client teams and senior leadership on areas of subject matter expertise. Strong agency, partner, and relationship management skills, as well as the ability to balance multiple completing priorities, will be key success factors for this role. Reporting directly to the VP, Marketing & Communications, this role would be part of the Strategic Engagement Team that also includes Brand Marketing, Communications, Individual Giving and Development teams.

The responsibilities of the position will include:

Digital Strategy and Strategic Planning (50%)

  • Develop and maintain the digital departmental budget and digital marketing strategic plan, ensuring strategic alignment with organizational priorities and programs.
  • Lead the provision of strategic digital marketing support for the organization’s programs and projects.
  • Actively participate in and collaborate with internal Individual Giving team in planning for digital acquisition campaigns; revenue and expense budgets and projections; results reporting and analysis; and strategy development and optimization.
  • Support and collaborate with internal Development and Programs teams in digital campaign planning and budgeting.
  • Actively participate in and collaborate with internal Business Solutions team plans and activities for: website pages and donation forms strategies; website vendor management and budgeting; and UX and UI development. 
  • Collaborates with internal business leads to develop and drive UNICEF’s digital marketing strategies and activities across various channels, with a focus on website development, digital advertising, SEO and SEM.
  • Lead annual planning and evaluation of departmental goals and initiatives, including conducting quarterly business reviews and program adjustments.
  • Support, manage and advise on vendor procurement for digital campaigns and projects.
  • Working closely with internal business leads to assess and establish interdepartmental planning and collaboration processes, develop strategies and work plans and measure effectiveness and impact of support delivered.
  • Support UNICEF’s digital transformation journey ensuring cross-departmental collaboration and completion of project milestones against set timelines.
  • Collaborate with internal BST team to source and facilitate the adoption of new and emerging digital platforms, channels, and tools to modernize the UNICEF digital supporter journey and ensure effective and efficient reporting, management and monitoring of digital performance.
  • Work closely with Brand and Communications to ensure a consistent brand message, style and experience across all digital content and channels.
  • Work with the Business Solutions team to ensure UNICEF compliance with existing and emerging laws in relation to data privacy and accessibility, including CASL and AODA.

Insight and Analysis (30%)

  • Advise internal teams on digital best practices and strategies to achieve key business objectives.
  • Oversee ongoing work to boost traffic, optimize conversion rates and improve user experience on UNICEF Canada’s websites and digital properties, including the e-store and third-party fundraising platforms.
  • Collaborate with Individual Giving and BST teams to develop and manage an experimentation roadmap ensuring regular performance analysis to evaluate effectiveness and make continuous improvements.
  • Develop an analytical framework and lead the reporting process for digital campaigns and web analytics.
  • Identify and pursue opportunities for automation, process simplification and cost reduction in digital program and campaign delivery.

People Management (20%)

  • Develop effective, motivated staff to achieve common goals with clearly defined accountabilities which are aligned with the overall strategy.
  • Conduct individual and departmental annual goal setting, planning, and performance reviews as established by people management processes.
  • Anticipate the long-term implications/risk of decisions and plan for contingencies, anticipating obstacles and roadblocks.
  • Ensure integrity with the mission and values in all people-related activities.
  • Supports employee engagement, learning journeys and DEI strategies as required.

Qualifications, Competencies & Skills

  • Post-secondary degree or college diploma in marketing or a related field or equivalent years of work experience.
  • Minimum of seven (7) plus years of relevant work experience in digital marketing, digital advertising, communications and/or digital fundraising, or equivalent combination of education and experience.
  • Ability to lead, develop and manage a high-functioning team.
  • Experience building the digital marketing function at similar organizations, leading digital initiatives including digital strategy, content strategy, email marketing, SEO, SEM and UX.
  • Experience leading strategic planning and post campaign analysis for multiple high-budget ($200K+) digital campaigns in the market at the same time.
  • Experience managing departmental budgets and participating in forecasting and reforecasting initiatives.
  • In-depth understanding of marketing technologies and digital marketing tech (such as GA4, BigQuery, Tag Manager, Meta, Google) and a high-level understanding of their frameworks
    Ability to oversee procurement and manage contracts with external partners, agencies, and vendors.
  • Experience developing successful digital campaigns integrated with traditional (non-digital) channels including Television (DRTV/PSA), Radio, Print, OOH.
  • Excellent collaboration skills and experience with cross-functional teams, internal teams, and external partners and vendors.
  • Strong strategic and analytical thinking, attention to detail, and ability to project manage large-scale digital projects.
  • Results oriented with experience establishing metrics and KPIs to ensure successful outcomes across multiple disciplines.
  • Deep working knowledge of digital media execution and measurement platforms.
  • Excellent written and verbal communication skills including the ability to develop and deliver clear and persuasive presentations.
  • Ability to work effectively independently and cross-functionally.
  • Digital agency experience (an asset).
  • Knowledge of and interest in the work and mission of UNICEF Canada

Salary Range: $85,000 to $104,000 per year.

What we offer

UNICEF Canada strongly supports workplace wellness and offers the following benefits:

  • Extended Health and Dental Benefits with Health Care Spending Account
  • Life insurance and AD&D
  • Short Term Disability (STD) 
  • Long Term Disability (LTD) 
  • Employer contributions (5%) to Group Pension plan
  • Employee and Family Assistance Program (EFAP)
  • 2 paid personal days.
  • 10 paid sick days
  • Maternity and Parental leave top-up
  • 3 weeks of annual leave (vacation time increases with time served)
  • One additional day of vacation on the anniversary of each year of service, up to a maximum of 30 days.
  • Staff Appreciation Days.
  • Currently offering Flexible-Hybrid work option. 
  • Learning and Development Opportunities.
  • Discounted rate for a GoodLife membership

For consideration, please submit your resume and cover letter to careers@unicef.ca by Aug 6th, 2024. Please attach your cover letter (including salary expectations) and resume as one document and reference “Deputy Director, Digital Marketing” clearly in the subject heading.

UNICEF Canada sincerely thanks all applicants for their expressed interest in this opportunity, however, only those selected for an interview will be contacted.

Consistent with our Child Safeguarding Policy, the successful candidate must receive clearance by a police background check, including a vulnerable sector screen.

UNICEF Canada is an inclusive workplace and is committed to championing diversity, equity, inclusion and accessibility. Requests for accommodation can be made at any stage of the recruitment process providing the applicant has met the requirements for the position.