DIGITAL OFFICER - LEAD GENERATION, ENGAGEMENT AND FUNDRAISING (POSITION BASED IN SPAIN)

GENERAL CONTEXT
Médecins Sans Frontières is an international independent medical-humanitarian organization, which offers assistance to populations in distress, to victims of natural or man-made disasters and to victims of armed conflict, without discrimination and irrespective of race, religion, creed or political affiliation.

MSF is a civil society initiative that brings together individuals committed to the assistance of other human beings in crisis. As such MSF is by choice an association. Each individual working with MSF does it out of conviction and is ready to uphold the values and principles of MSF.

JOB GENERAL OBJECTIVE AND CONTEXT
The Digital Unit aims to transform the quality and impact of MSF’s digital engagement with its audiences. A key priority for the Digital Unit in 2025 is to increase the number of digital supporters (leads) in Spain and inspire them to support MSF’s medical humanitarian work through their online actions and donations. The Digital Officer – Lead Community Engagement and Fundraising is central to this goal, responsible for overseeing the digital leads programme, in collaboration with colleagues and partner agencies.

You will cover a Maternity Leave between 15th of July until 15th of March. You will be ambitious digital officer who can identify where, when and how to use inbound, outbound and viral marketing to generate tens of thousands of highly qualified new leads. Key to success in this role will be your ability to plan, implement & optimize high-performing lead generation campaigns that can both inspire digital audiences to become leads and support MSF humanitarian messages and field operations. 

You will use your creativity to develop powerful lead engagement and conversion journeys using marketing automation tools. Working alongside email, telemarketing, chat fundraising and technical experts, you will ensure journeys are set up for success: with persuasive copy and imagery delivered at the right time and channels to inspire leads to become donors or take action for MSF in other ways.

You will be curious, working to analyse the leads programme, identifying areas of improvement and developing testing plans to optimize performance. You will combine this with an organization flair: making projections, monitoring the budget, and tracking ROI.

The position is hierarchically and functionally accountable to the Head of Digital, with strong coordination with other areas such as Public Engagement, Loyalty, Acquisition and Campaigning. The Digital Unit sits between the Communications and Fundraising Departments.

MAIN RESPONSIBILITIES AND TASKS 

Oversee MSF Spain’s digital leads programme 

• Develop a strategy and oversee a programme to acquire leads, nurture them as supporters and convert them into regular and one-off donors.
• Oversee and coordinate with agencies and staff supporting lead engagement and fundraising campaigns (ex. TeleMKT, emailMKT, Public Engagement).
• Monitor and ensure data quality, security, and adherence to data legislation (GDPR).
• Ensure the technology needs of the lead fundraising programme are being met.
• Take part in lead fundraising platforms and/or working groups related to digital, at international level.

Create and commission impactful lead generation campaigns

• Identify and develop campaign ideas that reflect MSF’s medical-humanitarian mission and can attract and convert leads, in close liaison with colleagues across MSF.
• Seek synergies, supporting and advising other MSF units, in particular public engagement actions in Spain.
• Plan and oversee the implementation of campaigns across the marketing mix, working with colleagues and agencies to generate value propositions that reach and engage target audiences through:
  • Outbound marketing using advertising across social, search, display, native advertising, video, mobile, and other emerging advertising channels. 
  • Inbound marketing using targeted, user-focused content on the website, in chatbots and other channels.
  • Referral and viral marketing, using existing contacts and leads to generate new leads, particularly in online activism campaigns.
  • Lead purchase, in liaison with external providers selected for their lead quality and the Return on Investment.
• Define and monitor campaign objectives and results to ensure ROI and impact.
• Oversee internal communications to assure lead campaigns are understood and supported by staff across MSF Spain and are approved by Directors where relevant.

Develop lead engagement and conversion journeys

• Oversee content development and communication for the entire lead journey, including advertising, emails, landing pages, chatbots and all other marketing collateral.
• Develop, in coordination with other colleagues in Comms and Fundraising, copy and select imagery to inspire supporters and leads to greater commitment to MSF, always remaining true to the MSF style guide and its ethical principles.
• Develop, together with our agency new chatbots to acquire leads with conversational marketing.
• Lead the follow up of the ‘Facebook messenger donor acquisition’ pilot, while exploring new messaging-to-conversion possibilities, to assess its potential in the midterm.
• Define and oversee the implementation of end-to-end automated user journeys for lead fundraising, liaising with colleagues leading on email marketing, telemarketing, data, advertising and other areas to define channels, segmentation and personalization, content.
• Input into welcome journeys for new donors acquired through digital lead programs.

Monitor, evaluate and optimize lead fundraising

• Develop and monitor the budget, income and donor acquisition projections for the digital lead fundraising programme, ensuring good ROI of the whole user journey from acquisition to conversion.
• Elaborate regular analysis and reports, developing dashboards as necessary, to ensure consistent tracking of lead volume and quality and the impact of the different campaigns.
• Oversee testing plans against different marketing channels and content to identify those that generate more and better qualified leads and/or inspire leads to deeper collaboration.
• Work with the colleagues and agencies to monitor and improve conversion rates.

SELECTION CRITERIA    

• Substantial experience of developing digital marketing strategies and campaigns in large organisations (charity sector preferred) to acquire online leads and donors. 
• Previous experience with MSF in fundraising (email marketing, lead acquisition, digital marketing). 
• Experience of developing inbound marketing strategies to acquire leads.
• Experience of using paid digital marketing media channels, including AdWords, Facebook Ads, DoubleClick, Twitter Ads and others.
• Proven experience working with audience targeting tools, such as Salesforce Marketing Cloud Journey Builder and HubSpot or equivalent. 
• Experience and knowledge of customer segmentation and targeting strategies.
• Experience managing integration tools such as Zapier to connect platforms.
• Experience performing in-depth analysis of channel conversion and ROI and making recommendations and implementing strategies for improvement.
• Good experience of working with agencies to produce digital marketing campaigns. 
• Sound knowledge and experience of responding to customer / client / supporter queries.
• An understanding of General Data Protection Regulation (GDPR).
• Experience in training other staff.
• Good command of Spanish and English. Knowledge of other languages is a plus.
• Knowledge of current and developing digital fundraising strategies. 
• Previous experience in the humanitarian sector is an advantage.

CONDITIONS

• Location: Position based in MSF Spain offices (Barcelona, Bilbao, Madrid, Sevilla or Valencia). 
• Contract Duration: 6 months (temporary contract covering maternity leave).
• Full time Position.
• Annual gross salary: HQ-3A level + secondary benefits based on MSF OCBA Reward Policy. Subjected to local conditions.
• Starting date: Beginning of July. 

HOW TO APPLY

• To apply, please submit your CV and cover letter.
• Closing date: May 27th, 2025, 23:59 CET (Central European Time).

MSF is committed to achieving workforce diversity in terms of gender, race, nationality and culture. Individuals from minority groups, indigenous groups and persons with disabilities are encouraged to apply. We are committed to achieving a balanced gender distribution and therefore encourage women to apply.

All applications will be treated with the strictest confidence. MSF provides a work environment that reflects the values of gender equality, teamwork, integrity and a healthy balance of work and life. MSF does not tolerate sexual exploitation and abuse, any kind of harassment, including sexual harassment and discrimination. All selected candidates will, therefore, undergo reference checks.

Médecins Sans Frontières, as a responsible employer, under the¨Ley General de la Discapacidad de 2013 (LGD)¨ invite those persons with a recognized disability and with an interest in the humanitarian area to apply for the above-mentioned position.