UNHCR
Paid Media Growth Hacking in 25 UN Refugee Agency (UNHCR) Markets
(Digital Media Strategy & Delivery)
I oversaw the UN Refuge Agency’s paid media growth strategy in 20+ markets. I delivered transformative growth activity for its divisions in Denmark, Belgium, Greece and LATAM — and complex audience research for its Hong Kong, Italy and HQ offices. I responded to multiple crises rapidly — helping UNHCR to raise $94M through digital in response to the Ukraine crisis. Overall, ROAS from digital activity increased by 185% to an average of 3:1.
During my time as the Strategy Director on the UNHCR Global account at Blue State, I played a pivotal role in growing the account from 12 to 25+ markets - defining and rolling out test and learn frameworks across multiple UNHCR offices, to empower fundraising teams and raise crucial income for refugee communities.