ID 4012
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The Welsh Government operates name-free recruitment. The recruiting panel will not see personal information such as a candidate’s name and address during the sifting process. This policy is in line with our commitment to end bias and promote equality and diversity.
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Vacancy details
Vacancy title
Senior Digital Communications Manager - Welsh Essential
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Closing date
26/08/2026, 16:00
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Advertising basis
Permanent
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Actual starting salary
£47,675
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Salary range or pay band
SEO £47,675 to £56,445
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Allowances
No
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Work pattern
Full time (applications are welcome from people who work part time, as part of a job share or who work full time)
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Group
Enterprise, Connectivity and Energy Group
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Directorate
ECE Operations
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Branch
ECE Communications
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Location (s)
Cardiff, North Wales, South East Wales
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Main office base
Cathays, Cardiff
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Purpose of post
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.
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Key tasks
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
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Development opportunities
The post offers the opportunity to work in a fast-paced and high priority area, with regular engagement with Ministers. As a member of the Government Communications profession, there will be opportunities to undertake shadowing, Mentoring, coaching as well as proactively making links and working with a wide range of Welsh Government teams and external partners including other Governments in the UK.
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Other vacancy related information
Travel
You will be required to be available to travel across Wales to film short videos for social media, including filming Ministers in Cardiff, therefore having your own car and a full driving licence would be essential.
There may also be occasional international travel and overnight stays.
This role can be based in either Llandudno Junction or Cardiff, with the final office location determined following appointment of the successful candidate.
Interviews
Interviews will be held in-person at a North Wales and South East Wales location.
Welsh Language
Welsh language skills are essential for this role. Candidates must complete their application for this post in Welsh. Interviews will also be conducted in Welsh.
CVs
CVs will not be scored but will be used by the panel to gain a fuller understanding of your experience and employment history.
Merit Order
In the event of a large number of applications, an initial sift will be conducted against the lead assessment criterion: Experience 1: Candidates who pass the initial sift may be progressed to a full sift or progressed straight to interview.
A reserve list may be held for this opportunity. Any candidate who is successful in being offered a reserve status, will remain on the reserve list for 12 months.
A test on Experience 2 will be required at interview stage. More information will be provided in the invitations to that stage.
The following qualities are desirable and will only be considered if two or more candidates receive the same score at the application or interview stage:
Strong bilingual communication skills in Welsh and English, with the ability to create, edit and quality-assure content in both languages
Degree in communications, digital marketing, journalism, media production or equivalent professional experience
Experience working in the public sector or political environment
Understanding of crisis communication protocols and experience managing sensitive digital communications
Knowledge of paid social media advertising and budget management
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Vetting level
CTC - Candidates applying for a role that requires CTC clearance must have normally resided in the UK for a minimum of 3 years out of the last 5
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Number of posts
1
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Contact point for further information regarding the post
[email protected]
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