Description
Position Overview:
The Deputy Director, Digital Advertising and Marketing will play a vital role in our digital fundraising strategy, with an emphasis on overseeing revenue generation, advocacy lead recruitment, brand awareness building and donor acquisition through an integrated digital advertising program.
This creative, strategic, data-driven team player will be responsible for overseeing the day-to-day paid advertising efforts across paid search, paid social, display, native and other advertising venues. They will supervise and review the creation, execution and optimization of the digital fundraising strategy across those channels, including audience targeting, media planning/buying and testing. The Deputy Director will also manage the Manager of Digital Advertising and guide the strategic execution of testing plans and venturing into new platforms.
More broadly, the position will be an integral part of defining WFP USA’s growth in the digital advertising space, including actualizing monthly media spend, working with Finance to process invoices as needed, stewarding new vendor contracts, articulating paid media budgets, revenue attribution methodology, and channel strategy in a way that ensures the program prioritizes overall ROAS and new donor acquisition efficiency. This role will work within the Advertising team while being part of the broader Marketing & Communications team for World Food Program USA.
Successful candidates will demonstrate a sophisticated understanding of executing digital campaigns, engaging audiences and raising funds, and have a track record of managing direct reports. They will also demonstrate a proficiency in achieving results in a fast-paced and dynamic environment, while balancing short- and long-term organizational priorities. They are comfortable with creating revenue projections and swiftly managing budget changes on a weekly/monthly basis to achieve the highest monetary impact. They are passionate about understanding and analyzing performance data and engaging creative thinking to design compelling advertising units.
Highlighted 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.
- Lead liaison with external teams to ensure alignment between ad programs and other channel content. Develop cross-channel content recommendations as needed.
- Stay up to date on emerging and future digital trends, new AI products as well as competitive activations across all relevant industries to identify and grow brand opportunities.
- Ownership of other ad-hoc projects as assigned, including project management of certain campaigns.
Requirements
A Well-Qualified Candidate Will Possess the Following:
- 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.
- Must be passionate about solving global hunger and be inspired by the prospect of growing the small donor revenue and audience awareness of World Food Program USA.
