Luke Dyer - Brand Marketer, UNICEF

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Work Background

UNICEFGlobal Brand & Marketing Specialist

Feb. 2025Geneva, SwitzerlandAs a Brand and Marketing Specialist within UNICEF’s Purpose Marketing and Brand Building (PMBB) team, I lead strategic initiatives that position brand as a key driver of sustainable growth across global fundraising and advocacy efforts. Key Contributions: 🔹 Global Strategic Communications Framework Spearheading the development of the “I AM” global communications framework in collaboration with DGCA, National Committees, and Country Offices. Leading audience research, message testing, and strategic planning to unify brand positioning across diverse markets. Establishing SMART objectives and a robust measurement framework to track brand impact on awareness, engagement, and fundraising outcomes. 🔹 High Value Audience (HVA) Marketing Delivering high-impact marketing activations to engage high-value donors. Advising National Committees (e.g., UNICEF UK) on team structures, capabilities, and strategies to elevate HVA engagement. Supporting implementation of tailored marketing initiatives to drive deeper donor relationships. 🔹 Internal Advocacy for Brand Investment Developing compelling internal cases for marketing investment using data-driven insights and market case studies. Visualizing the correlation between brand metrics and fundraising performance to influence strategic decision-making. Co-creating resources and methodologies for consistent brand lift studies across UNICEF markets. This role builds on my passion for integrated campaigning and strategic brand leadership, combining data, creativity, and collaboration to drive UNICEF’s mission forward.

UNICEF UKHead of Brand Marketing

Dec. 2024 - Mar. 2025Lead the development and implementation of UNICEF UK's brand strategy to ensure audience-centric, compelling brand marketing communications. Managed strategic brand marketing plans & budgets, ensuring financial efficiency and performance monitoring of brand KPIs. Provided strategic leadership in new agency relationships to drive brand success.

UNICEF UKHead of Supporter Growth

May. 2024 - Dec. 2024London Area, United Kingdom• Led Supporter Growth team delivering cash, pledge, eCommerce, Subscriptions, and Legacy products generating £12.5m CY income in 2024 • Guided team of 8 marketers to deliver best-in-class multi-channel marketing across Paid Social, Display, DRTV, Radio, Press, web and SEO growing regular supporter volumes by 63% YoY • Twice delivered integrated annual planning and budgeting aligning Brand, Growth, and Loyalty marketing on key target audiences with a combined budget of £13m+ • Initiated Measurement strategy delivering Marketing Mix Modelling, cookie deprecation mitigation, and automated dashboards meeting business challenges of maximising investment, increasing operational efficiency, and improving senior leader engagement. Delivered and implemented MMM analysis for the first time at UUK

UNICEF UKSenior Marketing Manager (Brand)

Sep. 2021 - Apr. 2024London, England, United Kingdom• Played key role in developing and implementing brand marketing strategy that has increased brand consideration by 9pp and key brand association by 12pp over two years • Led team of five to deliver UNICEF UK’s award-winning brand marketing campaign The C Stands for Children. Leveraged integration to achieve 8m additional earned impressions contributing to 24pp increase to campaign awareness in 3 months • Established a culture of audience research and creative testing that has improved creative effectiveness scores by 76% across 2023 campaign executions • Established a brand measurement framework that has increased investment in brand marketing by 240% between 2022 and 2024

UNICEF UKDirect Marketing Manager (AV & Direct Sales)

Jun. 2020 - Sep. 2021• Expanded AV mix from Linear TV only to include CTV, VOD, and Radio, growing asset suite from 3 to 8 creatives achieving £5m revenue annually in 2021 • Negotiated new cost model and implemented payment technologies on direct sales campaigns resulting in 74% increase to average donation value and improved ROI by 25% between 2020 and 2021 • Line managed marketers with a focus on coaching and development, resulting in 6 of 11 direct reports being promoted to more senior positions in the team

International Federation of Red Cross and Red Crescent Societies - IFRCIndividual Giving Consultant

Jun. 2020 - Mar. 2025• Delivered market analysis of individual giving capabilities identifying resource mobilisation opportunities in 17 markets across central and eastern Europe in 2020 • Ongoing consultancy and support to nine European and central Asian markets, developing in market capabilities to maximise individual giving in 2020 and 2024 • Developed new direct sales cost model for the Russian market reducing CPA by 62% and improving ROI by in 2022 • Delivered successful business case new direct sales models, resulting in new individual giving operations delivering regular resources in Georgia (2023) and Lithuania (2024)

UNICEF UKNational Fundraising Manager (Direct Dialogue)

Feb. 2018 - Jun. 2020London, United KingdomI led the growth, diversification and performance of a face-to-face fundraising operation in three sub-channels across five regional locations. I line managed two direct reports with ultimate responsibility to support 35 staff nationwide. I achieved 35% annual growth in donor recruitment in year one, with a further 20% growth in year two. I improved productivity by 10% over those two years. I'm most proud of increasing the average donation value by 47% over two years through the application of decision science principles. The programme achieved 96% donor satisfaction rates with some of the lowest complaint rates in the sector. During operation the programme recorded the highest contact permission opt-ins in the UK industry. I developed the fundraising propositions and my team was one of the first in the world to successfully test VR in Street Fundraising. I've developed partnerships to take our F2F teams where no other F2F fundraisers are going, including festivals, sports, and music and comedy events.I led the strategic planning of a fundraising operation that has raised £4.1 million for vulnerable children and their families.

UNICEF UKTraining and Quality Officer

Dec. 2014 - Jan. 2018London, United KingdomI led the fundraiser training, engagement and quality programme for F2F and telephone fundraisers across ten agency and in-house campaigns. I devised and implemented Unicef UK's first quality strategy for F2F and telephone fundraising, including an external quality assurance programme incorporating video mystery shopping - a first in the industry - delivering 200 quality assessments annually. I introduced a new fundraiser training programme, rated as "outstanding" by the Institute of Fundraising, as well as receiving excellent feedback from fundraisers and agency partners. I overhauled Unicef's fundraiser engagement programme, moving activities online to improve efficiency and reach. I delivered more than 300 training and engagement sessions to agency and in-house F2F and telephone teams. I hosted a webinar series for international colleagues and presented at a conference of 48 global F2F markets on best practise in fundraiser training, engagement and quality. I led the development of a Team Leader training program that is now used by Unicef F2F operations all over the world.

HOME Fundraising LtdRegional Fundraising Manager

Jan. 2012 - Nov. 2014London, United KingdomI led the largest regional operation in a national door-to-door fundraising company, overseeing recruitment, training and performance management of a salesforce of 150 fundraisers, team leaders and managers. I improved productivity and achieved record growth in donor acquisition, while delivering the best donor survival rate (85%+) of 14 regional operations nationwide.

UNICEFBrand & Marketing Specialist driving global brand growth