Digital Engagement Coordinator (Based in Kuala Lumpur, Malaysia)

Key Responsibilities

• Plan, manage and optimise paid campaigns within available budgets across social and search channels (Meta, Google Ads, YouTube, etc.) to build awareness and grow an engaged supporter audience, in line with regulatory requirements.
• Own SEO strategy and SEM optimization (keyword strategy, work with APAC digital team on landing page performance, quality score, and bid management) to improve organic and paid search visibility.
• Design and run opt in engagement campaigns using value led creative (quizzes, interactive content, documentary style video) that build engaged, warm audiences suited to long term cultivation.
• Build and manage retargeting and lookalike audiences based on engagement depth and conversion signals.
• Own budget allocation and pacing across campaigns, reporting performance across the funnel, from cost per lead through to engagement and supporter retention.
• Manage different types of campaigns and stakeholders, e.g. external agencies and in house.
• Ensure all campaigns, content and data handling comply with Singapore's fundraising regulations, personal data protection laws in Singapore and Malaysia, and MSF policies, working with the Head of Partnerships and compliance colleagues to review activity before launch.

• Plan and execute EDM campaigns across the full supporter lifecycle: onboarding (welcome sequences for new contacts who have opted in), cultivation (impact updates, storytelling, engagement building content), and loyalty/retention for existing supporters (recognition, deeper engagement, reactivation).
• Segment audiences by engagement level and journey stage to ensure messaging matches supporter intent.
• A/B test subject lines, content, and send strategy to improve open, click, and engagement rates.
• Work closely with the partnerships and engagement team to align cultivation and loyalty EDMs with broader campaign and communications calendars.

• Translate programme and field content into creative concepts suited to paid and email formats, including visuals, ad copy, and banners for different platforms.
• Partner with programme teams to source authentic stories, photography, and video from the field, handling sensitive or vulnerable population content with care and dignity.

• Define KPIs per campaign and per channel, and manage budgets against them, reporting to the Communications & Engagement Manager and the Head of Partnerships, MSF Singapore.
• Track and report on paid performance, SEO/SEM metrics, and email performance across the lifecycle.
• Build recurring dashboards for leadership showing full funnel health (reach → lead → cultivation → active supporter → retention), including monthly and quarterly reporting aligned with MSF HKF regional formats.
• Use data to continuously refine targeting, creative, channel mix, and lifecycle messaging.

• Collaborate with the APAC Digital team to optimise digital marketing strategy for Singapore.
• Contribute to MSF HKF's regional community of practice for digital engagement, sharing learnings and campaign performance across the network (Hong Kong, Beijing, Taiwan, Malaysia).
• Stay current on emerging digital trends and channels, and on the digital initiatives of other NGOs and iNGOs, to keep MSF Singapore's approach competitive.
• Support the development of colleagues' digital marketing knowledge where relevant, and escalate opportunities or bottlenecks in digital activities to the Communications & Engagement Manager.

• University graduate, or equivalent professional experience in digital marketing.
• Minimum 3 years' experience in one or more of the following areas: paid digital, SEO/SEM, and email/lifecycle marketing, ideally with exposure to nonprofit or mission driven digital marketing. Candidates strong in one area but with less exposure to another (e.g. strong paid/SEM but less lifecycle email experience, or vice versa) may still be considered, with training provided to close gaps.
• Proven experience managing paid budgets across Meta and Google Ads (TikTok Ads and YouTube a plus). 
• Working knowledge of SEO/SEM tools and optimisation practice: keyword strategy, landing page performance, quality score, bid management.
• Experience running opt in engagement campaigns and building lifecycle/nurture email flows, with platform experience in tools such as Mailchimp, Salesforce Marketing Cloud, HubSpot, or similar.
• Comfortable working with data (e.g. GA) and translating it into creative, channel, and lifecycle messaging decisions. Experience building recurring performance dashboards for leadership.
• Excellent written voice, able to adapt tone across funnel stages while staying true to organisational identity. Experience translating field/programme content into creative concepts for paid and email formats.
• Experience working with sensitive or vulnerable population content, handled with care and dignity, is a strong plus.
• Awareness of fundraising regulations and personal data protection requirements (e.g. PDPA in Singapore and Malaysia), and a careful, compliance first approach to digital campaigns. Experience working within regulated or cross border environments is a plus.
• Good team player with high flexibility and the ability to work autonomously, take the lead on initiatives, and suggest new ideas and approaches. 
• Able to deliver quickly and accurately under deadline pressure, with good presentation skills.