Responsibilities

• Oversee, review and occasionally manage the set-up design, execution, and optimization of high impact, multi-channel digital fundraising and advertising strategies, with a focus on Google Search, paid social, display, connected television (CTV), direct response television (DRTV), and other channels to raise funds, drive brand awareness, generate advocacy leads and acquire new donors to support WFP’s mission.
• Partner with cross-organizational teams to run ad hoc campaigns centered around donor retention/stewardship and lead cultivation.
• Manage the Manager of Digital Advertising, including conducting weekly check-ins and 2 review cycles annually as well as managing their growth plans.
• In partnership with the Senior Director, articulate projections and budgets for paid advertising channels, ensuring that spend, awareness metrics, and revenue are pacing in such a way that WFP USA is achieving the maximum audience coverage.
• Conceptualize and provide art direction for multimedia assets as needed (ads, video, animated gifs, content, text, etc.) for paid channels, including display, multimedia, and various paid social channels.
• Review ad copy/assets to align with WFP USA brand guidelines and work with Manager in campaign optimizations.
• Establish and maintain critical relationships with publishing networks and vendor partners, leading monthly calls and quarterly business reviews (QBRs) as needed.
• Oversee advertising budgets, including the monitoring of monthly spend, weekly/monthly reporting against targets, quarterly forecasting against lead and revenue goals and actualizing monthly media spend.
• Oversee reporting across channels to ensure accuracy and insights drawn are actionable month over month.
• Work closely with marketing, communications and development teams to share knowledge on current and future campaigns, gather input for on-going improvements and provide strategic ideas for optimizations with a specific focus on the donor journey and upgrading one-time donors to monthly donors.

Requirements

• Bachelor’s Degree in Business, Marketing, or related field, or equivalent years of experience.
• 8+ years of demonstrated experience implementing fundraising and brand awareness advertising campaigns across digital platforms (especially paid social, search, and display)
• 3+ years of managerial experience
• Sophisticated understanding of ads platforms (especially Meta Business Manager, Google Search, and Google Display Network) and demonstrated experience executing within each
• Demonstrated experience using tools (such as Google Analytics, Meta Ads Manager, Google Ads Manager, marketing performance tools and customer relationship management (CRM) systems like Salesforce to create reporting dashboards and provide insights; ability to deliver recommendations to senior MarComms team management with confidence.
• Demonstrated experience managing full funnel advertising budget and optimizing between multiple channels based on reporting insights.
• Ability to be nimble and excited about change, including responding rapidly to emerging opportunities to generate revenue.
• Excellent writing skills and ability to compose compelling storytelling/messages.
• Strong initiative, a collaborative and hands-on approach, attention to detail, and the ability to work in a fast-paced and high-growth environment with challenging deadlines.
• Excitement about joining a growing team and adapting to change.