DIGITAL INSIGHT AND OPTIMISATION OFFICER (BASED IN ANY MSF OCBA HUB) at Médecins Sans Frontières

POSITION BASED IN ANY MSF-OCBA HUB SUBJECTED TO FEASIBILITIES

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.

The MSF movement is built around five operational directorates supported by MSF’s 21 sections, 24 associations and other offices together worldwide. MSF OCBA is one of those directorates. The operations are implemented by field teams and the mission coordination teams; together with the organizational units based in Barcelona, Athens and decentralized in Nairobi, Dakar and Amman. The field operations are guided and supported by 5 Operational Cells, the Emergency Unit and other departments supporting operations, including the Communication and Fundraising Departments.

JOB GENERAL OBJECTIVE AND CONTEXT

The MSF digital unit is embarking on a program which aims to transform the quality and impact of OCBA’s digital engagement with its audiences. The program has both global and Spanish market specific components, a reflection of the different areas of focus for the communications and fundraising departments which the digital unit sits between.

Data is central to this digital programme: we want to strengthen our data culture internally, using data to put our users, supporters and donors at the centre of everything we do. The Data Insight and Optimisation Officer is vital to our success in this. They will uncover the needs, views and behaviours of our audience, providing us insights to improve user’s engagement with MSF’s digital content, the user experience of all our digital products and the success of our digital fundraising efforts.

You will be inquisitive, looking for trends and patterns in quantitative or qualitative data to find hidden insights that help MSF achieve its goals – particularly supporting colleagues in the communications and fundraising units. You will be critical, setting KPIs and tracking how we are doing against them, and why. You will be proactive, always looking for new data sources to learn about our audiences and leading a programme of testing where new ideas on digital content, campaigns or products can be developed, tested and potentially rolled out.

You will be a strong communicator, knowing how to present data in ways that colleagues can understand and learn from, including dashboards and reports. You will know how to build a story based on evidence that turns our information into insight and offers clear actions for colleagues to take forward and be able to offer training and write guidance on how to analyse and understand key data sets or tools.

You will have an eye for detail, regularly identifying areas for improvement based on our data and working to correct them. You will be leading programs to improve the user experience in digital platforms, such as our websites, including undertaking user surveys and testing to identify areas for improvement, or running constant tests to optimize pages for fundraising, communications or other purposes.

You will have a solid technical background, with experience of setting up and using a wide range of digital analytical tools, including tools such as Google Analytics, Google Tag Manager, Facebook Insights, Klipfolio, PowerBI, Salesforce or others. You will be able to use JSON, XML and other relevant formats regularly used to collect and/or present data from the data warehouse, and work alongside IT and CRM teams to tackle data problems.

MAIN RESPONSIBILITIES AND TASKS

1. Provide analysis and insights to improve the impact of digital activities

• Lead on the analysis of data across digital channels and tools (website, social, email, search, Adwords/PPC, other paid promotions) and provide strategic or tactical recommendations for improving the impact of all digital activity to achieve department objectives.
• Identify trackable KPIs and create Dashboards for MSF OCBA for the Digital Unit (%CR, ROIs, etc.)
• Process and prepare digital data for communications, fundraising and other MSF teams.
• Identify new sources of data that support MSF in better understanding its audiences – from contacts we hold to followers on social media. This should include contact, behavioural or attitudinal data (answers to surveys etc.), – and develop ways to collect these.
• Develop processes and tools to track and attribute different user journeys across multiple digital channels and campaigns, collecting data on behaviour, engagement, funnels and preferences.
• Create and maintain management information dashboards for key projects and clients, including other members of the digital team.
• Design & perform benchmarks of other NGOs in terms of digital channels such as email, RRSS, ads, etc.
• Contribute to the annual planning process of the Digital Unit in terms of analysis, conceptualize, create forecasts, etc.

2. Develop optimization initiatives to improve the user experience of MSF digital products

• Implement and oversee a strategic testing process to optimize and improve the engagement and/or conversion rates achieved by the content we produce, the emails we send, our posts on social media, and the landing pages and forms on our website etc.
• Work to increase participation in our digital campaigns through collaboration with CRM/ fundraising and communications teams in order to better segment, personalise and test our digital communications.
• Undertake user testing to ensure existing and new digital products, particularly the website, are working as well as they can for users.
• Participate in innovation labs and test programs, running regular test and improve programs for new communications and fundraising initiatives.

3. Develop and maintain a suite of digital analysis tools to capture, store and present data

• Designing and implement tagging and tracking across web, social media, mobile and other platforms to monitor and record usage, satisfaction, goals and funnels. Primary tools are currently Google Analytics and Google Tag Manager.
• Assist the Digital Officer – Advertising and Marketing in analysing our key marketing accounts (Google Adwords, Facebook Business Manager, DoubleClick) to ensure we get best value for money.
• Assist the Digital Officer – Social Media Strategist and staff in relevant teams in overseeing and tracking data through our key audience engagement tools (Facebook Insights, Twitter Analytics, Marketing Cloud email marketing software).
• Assist the Digital Officer – Lead Acquisition Nurturing & Conversion to create reports and give insights of our email marketing software: Hubspot & Marketing Cloud and deduplicate registers from both databases to send them to the call centre.
• Implement, configure and optimize dashboard creation, reporting and visualization tools.
• Support in the development of CRM and other related tools (e.g. survey tools) for analysing and understanding our contacts, supporters and donors and their behaviours, attitudes or interests.
• Act as key point of contact with our analysis and metrics agency to develop further analysis tools or products.
• Design, create and present a monthly content analysis to Comms & FR department to evaluate our presence and engagement in the social media channels.

4. Building a data-driven digital culture in MSF

• Promote the strategic use of data analysis and analytics across fundraising and communications, including through active internal communication of key analysis and/or dashboards.
• Run training sessions for staff on using data to inform fundraising, communications, or other activities.
• Identify opportunities to implement innovative new methodologies and improve analytical procedures.
• Keep up to date with the latest trends, systems or tools used in the sector or more widely through scanning of websites or social media, networking, or attendance at external events.
• Work proactively with the Head of Digital to input into the MSF digital strategy.
• Contribute to team/project/wider organizational meetings as appropriate, bringing an in-depth knowledge of digital marketing and communications and applying our data to real-world discussions in order to make recommendations for our content and campaigns.
• Collaborate with international colleagues to propagate best practices for digital analytics and reporting.
• Create synergies with the data analysis team to collaborate, share knowledge and develop projects that starts in Digital channels and end up in the CRM and how to improve the visibility of this user journey.

REQUIREMENTS

• Good command of Spanish and English. Other languages are a plus.
• Experience with at least one CRM tool, preferably Salesforce.
• Experience in Knime or other data analysis tools.
• Master’s degree with strong analytical and/or mathematical content orequivalent level of education.
• Substantial experience of analysing complex data, developing reporting systems, and making tangible recommendations to improve digital fundraising or ecommerce and which increase income; as well as presenting evidence of the impact of this work.
• Experience in measuring and analysing online marketing campaigns including natural and paid search, email, affiliate, display and social.
• Experience of proposing, running, and evaluating A/B or multivariate tests.
• Experience of reporting on and evaluating mass email broadcasts to customers/supporters.
• Knowledge and experience of working with digital marketing tools (eg: Google Analytics, Google Adwords, DoubleClick, Facebook Business Manager), digital tracking tools (Google Tag Manager, Google Optimise), business intelligence software (eg: Klipfolio, Power BI, Google Data Studio).
• Excellent IT skills and interest in technical learning and development. Experience in processing or interrogating XML, JSON, SQL etc. is desirable.
• Experience of planning and managing complex projects.
• Understanding of legal and data protection requirements related to marketing activity.
• Experience in training other staff.
• Knowledge of current and developing digital fundraising strategies an advantage.
• Previous experience in the humanitarian sector an advantage.

CONDITIONS

• Interim position.
• Full time position based in any MSF-OCBA Hub (Barcelona, MSF-Spain office delegations, Amman, Dakar or Nairobi). Final location will be subject to the employability of the preselected candidate (residency, work permit, etc.).
• Indefinite contract.
• Annual gross salary: HQ-3A (divided in 12 monthly payments) + secondary benefits according to MSF OCBA policies. Subjected to local conditions.
• Starting date: ASAP.