Senior Digital Communications Manager - Welsh Essential

Based in the Enterprise, Connectivity and Energy (ECE) group, the role involves developing and overseeing the implementation of comprehensive social media strategies that promote the Welsh Government's policies and initiatives, engaging with the public, and enhancing our online presence across various platforms.

The post holder will provide strategic direction for digital content production, lead a team of digital professionals, manage stakeholder relationships, and ensure that all communications meet the highest standards of quality, accessibility and legal compliance.

They will be responsible for translating organisational objectives into effective digital strategies that resonate with diverse audiences and reflect the values and priorities of the Welsh Government.

The position is part of the Government Communications profession and the postholder will manage two MB2 / HEO Digital Comms Managers.

Strategic Leadership

• Develop and lead the implementation of comprehensive social media strategies aligned with Welsh Government priorities and communication objectives
• Provide strategic oversight of all digital content production across ECE channels, ensuring consistency, quality and compliance with legal and accessibility standards
• Lead on the development and maintenance of digital communication policies, guidelines and governance frameworks
• Identify emerging digital trends and opportunities, providing strategic recommendations to senior leadership on how to enhance the Welsh Government's digital presence

Team Management and Development

• Line manage and develop a team of digital content creators, providing guidance, support and performance management
• Foster a culture of innovation, collaboration and continuous improvement within the digital communications team
• Identify skills gaps and training needs, coordinating professional development opportunities for team members
• Allocate resources effectively across multiple projects and priorities

Content and Campaign Management

• Oversee the creation of high-quality video, photo and design content across channels
• Lead the design and development of visual style guides and brand standards for digital content that can be implemented across channels
• Manage complex, multi-platform digital campaigns from conception through to evaluation
• Ensure all content meets legal compliance requirements and industry accessibility standards

Stakeholder Engagement and Collaboration

• Build and maintain relationships with senior stakeholders across Welsh Government departments to understand communication needs and priorities
• Collaborate with policy teams, Ministers' offices, and external partners to deliver integrated, strategic communication campaigns
• Represent the digital communications team in cross-governmental forums and working groups
• Commission and manage external agencies and suppliers when required, ensuring value for money and quality delivery

Analysis and Reporting

• Lead the analysis and evaluation of social media performance, translating complex data into strategic insights and recommendations
• Produce regular reports for senior management on digital campaign performance, audience engagement and return on investment
• Use data and insights to continuously optimise strategies and improve effectiveness
• Establish and monitor key performance indicators for digital communications activity

Expert Advice and Training

• Provide expert advice to senior colleagues and Ministers' offices on social media strategy, crisis communications and digital best practice
• Deliver training and guidance to colleagues across Welsh Government on digital communications, social media management and emerging trends

Essential skills and experience

Candidates must be able to demonstrate:

• Substantial experience in social media management at a senior level, including the development and implementation of successful digital strategies across multiple platforms
• Proven track record of leading and managing teams, including line management, performance management and staff development
• Advanced proficiency in using digital content creation and social media management software, including apps within the Adobe Creative Suite (Premiere Pro, Photoshop, Lightroom and Express)
• Strong understanding of content management systems to manage, store and transfer diverse portfolios of assets, ensuring legal data protection compliance
• Excellent analytical skills with the ability to interpret complex social media metrics, audience insights and campaign data to inform strategic decision-making
• Outstanding organisational and project management abilities, with experience managing multiple complex projects, teams and budgets simultaneously
• Strategic thinking skills with the ability to translate organisational objectives into effective digital communication strategies
• Experience working with senior stakeholders, including providing strategic advice and managing expectations
• Strong collaborative approach, with proven experience leading cross-functional teams and working with external partners
• Commitment to continuous learning and innovation, staying ahead of digital communication trends, platform developments and best practices
• Understanding of the Welsh Government's role as the devolved government for Wales, with responsibilities for key areas such as health, education and the environment
• Knowledge of accessibility requirements and inclusive communication principles in digital environments