#150 “Marketing for Impact: UNICEF’s Blueprint for Change with Shelley Diamond”

“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 Diamond is a passionate builder of global brands and businesses, with expertise across a wide range of communications disciplines. As one of the highest-ranking female executives in advertising, she has championed marketing transformation for both domestic and global clients in the consumer and B2B spaces.

In this interview, Shelley emphasizes that marketing should be viewed as an investment—integral to achieving real impact through advocacy and program success—not simply as an expense on the balance sheet. She shares how UNICEF approaches innovation through program effectiveness, leveraging technology, partnerships, and bold action to further children’s rights, education, and well-being. This includes adapting to modern challenges such as combating misinformation and navigating difficult terrains for vaccine delivery.

Shelley explains how UNICEF integrates brand and performance marketing, using data-driven insights to identify and target audiences most likely to engage with and support their mission. By expanding their reach and tailoring their approach to different audience interests, UNICEF remains relevant and impactful in a crowded nonprofit space—while balancing the sector’s focus on expense versus program ratio.

This conversation offers valuable lessons for anyone looking to align brand building with measurable, meaningful change.

 

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/

 

Apply to join our marketing mastermind group: https://notypicalmoments.typeform.com/to/hWLDNgjz

 

Follow No Typical Moments at:

Website: https://notypicalmoments.com/

LinkedIn: https://www.linkedin.com/company/no-typical-moments-llc/

YouTube: https://www.youtube.com/channel/UC4G7csw9j7zpjdASvpMzqUA

Instagram: https://www.instagram.com/notypicalmoments

Facebook: https://www.facebook.com/NTMoments