Consultant (12 months

at  UNICEF

Job no: 576460
Contract type: Consultant
Duty Station: Geneva
Level: Consultancy
Location: Switzerland
Categories: 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.

HOW CAN YOU MAKE A DIFFERENCE?

Scope of Work:

Working under the supervision of the Chief of Audience and Market Insight, the Market Research Specialist will be responsible for:

• Collaborating with LAC Communications, Advocacy and Fundraising Chiefs to understand both business needs and an appropriate research approach to address those needs.
• Work with key stakeholders to enable them to understand how and when research may have the best impact and use this understanding to ensure the insight plan can match the desire for audience understanding.
• Critically assess existing knowledge and investments in audience and market insight, where present, seeking to learn from existing good practice and liaise with Chief of AMI and Regional Chiefs to secure resource for new research during the period.
• Collaborate with the LACRO Regional Chiefs of Fundraising, Advocacy, and Communications ) to ensure alignment active support for any proposed plans to improve audience or market understanding.
• Collaborate with LACRO Regional Chiefs of Fundraising, Communications and Advocacy, PSFR CO Chiefs and their teams in the region to establish the target audiences and the overlap or not with both the addressable audiences and the actual footprint of activity.
• Work with individual Chiefs in the region to provide consultancy on existing insight initiatives that require support, such as segmentation or trends analysis.
• Liaise with the AMI team to ensure any recommendations, localizations, and developments are in line with the global strategy for audience understanding.

Work Assignment – Deliverables:
Deliverable 1: Insight plan for the LAC region for the next 18-24 months Insight plan that has been designed with expertise from the consultant is delivered, leveraging experience in AMI team and Regional Chiefs of Fundraising, Advocacy, and Communications in LAC.
KPIs:
1) Insights plan covers all PSFR? markets, including where we are stipulating no plans for audience work.
2) Insights plan has clear research objectives linked with each income channel/ target audience team.
3) LAC insights plan is connected and aligned to global insights plans for each audience team.
4) Stakeholders (Chiefs of Fundraising and Communications) provide feedback that they were consulted effectively and are aligned on identified research objectives.
5) The proposed plan has appropriate costings and scale suited to the budgets and aims of the LAC region in line with existing procurement infrastructure when possible.
6) End of month reporting on progress towards overall deliverable is provided.
Deliverable 2: Stakeholder interviews with Chiefs of Fundraising, Advocacy, and Communications in LAC Stakeholder report that summarizes the current state of audience understanding in LAC, is delivered.
KPIs:
1) Stakeholder meetings are setup with a discussion guide approved by Chief of AMI.
2) Meetings are delivered in a timely and organized fashion.
3) Stakeholders feel consulted and have been able to contribute.
4) A final report summarizing the stakeholder feedback appropriately synthesizes the LAC position acknowledging areas of alignment and divergence.
5) Progress on this deliverable is covered in the end of month reporting.
Deliverable 3: Localize the global approach to audience understanding to LAC regional objectives and priorities Support AMI to define how global strategies relating to audience understanding can be best connected to the insight plan in LAC, and how the global plans could flex based on understanding of LAC, by developing a comprehensive report detailing specific recommendation on connecting global audience research strategies to the LAC insight plan.
KPIs:
1) Stakeholder report and available strategies are visibly used in the development of the comprehensive report.
2) The report clearly identifies opportunities and tensions for how the global and LAC strategy can work together.
3) Comprehensive report is delivered by June 2024.
4) Progress on this deliverable is covered in the end of month reporting.
Deliverable 4: Develop a baseline understanding of UNICEF’s media messaging footprint in the region and map this against known audience media consumption habits across fundraising, communication, and advocacy audience targets
In partnership with the regional and country chiefs, analyze the how UNICEF currently shows up in the media in relation to fundraising, advocacy and communications messaging and provide an assessment of how this map across our target audiences known media consumption habits. These findings will be contained in a series of reports delivered throughout the year, one per market (eight markets in total – Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru, and Uruguay) and one regional report.
KPIs:
1) Creative mastery of secondary resource tools (such as GWI) and media aggregator tools (such as TalkWalker or Brandwatch) to create an annualized view of the messages from UNICEF our target audiences are most likely exposed to. This will contain appropriate quality measures to contextualize reach.
2) Each market receives a debrief of findings.
3) Consultant works with AMI and Regional Chiefs to ensure timing plan for delivery is aware of other relevant organizational timings, and act as approvers for the overall delivery plan.
4) Progress on this deliverable is covered in the end of month reporting.
Deliverable 5: Support the delivery of AMI’s services in the region, providing debriefs in language and timing that is optimized for the region. This will include 9 Strategic Comparator Analysis Reports, and 6 Brand Tracking debriefs. The PowerPoint analysis for both reports will be delivered by other staff, but the consultant will work with them to localize the report and debrief
them for the countries/markets. These reports are typically 40-60 slides long and accompanied by an executive summary.
KPIs:
1) Good working relationships established and maintained with the report owners.
2) LAC markets feedback positively on the quality of localization.
3) Additional market understanding from the role holder is evident in the interpretation of the findings.
4) Debriefs are scheduled and planned in partnership with the AMI team, and meet the needs of the countries
Deliverable 6: Consultancy support for segmentation, by delivering a guidance document or toolkit outlining best practices for leveraging planned and existing segmentation in LAC markets.
In partnership with Individual Giving (IG) and Communications support the roll out of segmentations in the region with a toolkit that supports managers to understand their role in segmentation development, the importance of maintaining the connection to audience in delivering new propositions, and enables them to plan effectively how their team can understand and respond to segmentation outputs.
KPIs:
1) Evidence of how stakeholder feedback aligns to the contents of the toolkit.
2) Stakeholders report positively on the utility and quality of the toolkit.
3) Evidence of effective collaboration with IG role and RSC Chiefs on both the content of the toolkit and the deployment.

TO QUALIFY AS AN ADVOCATE FOR EVERY CHILD YOU WILL HAVE…

Education:

• A first level university degree (Bachelor’s degree or higher), in market research, marketing or Business administration, or another relevant field is required.

Experience:

• Minimum of 5 years of relevant professional work experience in market research is required.
• Prior experience in market research or monitoring for a non-profit organization is an asset.
• Strong experience in turning data into insights is required.
• Expertise in integrating feedback and applying business acumen to create actionable recommendations and/or insight is required.
• Strong command of Excel and Power BI is an asset.
• Experience of using Talkwalker for media analysis is an asset.
• Experience in non-profit communications and/or fundraising is an asset.
• Experience working in an international environment is an asset.

Language:

• Fluency in English and Spanish is required. Knowledge of other LAC languages is an asset, as is knowledge of another UN language (Arabic, Chinese, French, and Russian).

This role is being established to support an assessment and delivery of improved audience and market insights in the Latin America and the Caribbean (LAC) region. Audience and Market Insight (AMI) have no current resourcing dedicated to LAC, and this limits both the understanding of LAC, but also the available capabilities to support fundraising, communications, and advocacy activities in the region. There are four main areas have been identified that require support:

• Insight planning: identifying the research needs of Communications, Advocacy and Fundraising Chiefs in LAC, and how those needs can be met by a multi-year program of insight.
• Localization of findings: supporting AMI global team to optimize and tailor local and global reporting and workshops to the needs of local markets, supporting the more effective communication and implementation of findings.
• Development of resource plan: the role will work with the Chief of AMI, in alignment with the LACRO Chiefs of PFP and Communications to determine a sustainable resourcing plan that accompanies the insight plan.
• Establishing audience fundamentals: work with countries to assess the addressable audiences for communications, advocacy, and fundraising.
• Understanding of LAC audiences: aid AMI and LACRO in being connected to and understanding the addressable needs of audiences in LAC, and how local teams are prioritizing and engaging them

Working under the supervision of the Chief of Audience and Market Insight, the Market Research Specialist will be responsible for:

• Collaborating with LAC Communications, Advocacy and Fundraising Chiefs to understand both business needs and an appropriate research approach to address those needs.
• Work with key stakeholders to enable them to understand how and when research may have the best impact and use this understanding to ensure the insight plan can match the desire for audience understanding.
• Critically assess existing knowledge and investments in audience and market insight, where present, seeking to learn from existing good practice and liaise with Chief of AMI and Regional Chiefs to secure resource for new research during the period.
• Collaborate with the LACRO Regional Chiefs of Fundraising, Advocacy, and Communications ) to ensure alignment active support for any proposed plans to improve audience or market understanding.
• Collaborate with LACRO Regional Chiefs of Fundraising, Communications and Advocacy, PSFR CO Chiefs and their teams in the region to establish the target audiences and the overlap or not with both the addressable audiences and the actual footprint of activity.
• Work with individual Chiefs in the region to provide consultancy on existing insight initiatives that require support, such as segmentation or trends analysis.
• Liaise with the AMI team to ensure any recommendations, localizations, and developments are in line with the global strategy for audience understanding