“Impact can be measured purely in dollars, or it can be measured in impact, which is the effect that our programs have had on changing the lives of children.” -Shelley Diamond

Shelley is a passionate builder of global brands and businesses, with expertise across an integrated array of communications disciplines. As one of the highest ranking female executives in advertising (named the 11th Most Powerful Woman in Advertising by Business Insider, among other accolades,) Shelley has helped champion marketing transformation for domestic and global clients in both the consumer and B-to-B spaces. In this interview, Shelley emphasizes that marketing should be viewed as an investment, integral to achieving impact through advocacy and program success, not just as an expense on the balance sheet. For innovation, UNICEF focuses on program effectiveness, leveraging technology, partnerships, and bold actions to further children's rights, education, and well-being, and to adapt to challenges like misinformation and difficult terrains for vaccine delivery. The organization integrates brand and performance marketing, identifying and targeting audiences likely to engage with and support UNICEF's mission. They aim to expand their reach and tailor their approach based on audience interests and advocacy, all while navigating the nonprofit sector's focus on expense versus program ratio. Shelley encourages visiting UNICEF's website to see their innovative marketing efforts and learn more about how they maintain relevance with real-time content sharing and amplification across channels.

Website: https://www.unicefusa.org/
Facebook: https://www.facebook.com/UNICEF-USA/
LinkedIn: https://www.linkedin.com/in/shelley-diamond/
Instagram: https://www.instagram.com/unicefusa/