Senior Digital Communications Manager - Welsh Essential

ID 4012

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.

Vacancy details

Vacancy title  

Senior Digital Communications Manager - Welsh Essential  

Closing date  

26/08/2026, 16:00 

Advertising basis  PermanentActual starting salary  £47,675Salary range or pay band  SEO £47,675 to £56,445 Work pattern  Full time (applications are welcome from people who work part time, as part of a job share or who work full time)Group  Enterprise, Connectivity and Energy GroupDirectorate  ECE Finance & OperationsBranch  Enterprise, Connectivity & Energy CommunicationsLocation (s)  Cardiff, North Wales, South East WalesMain office base  Cathays, CardiffPurpose 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.

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

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.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

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 5Number of posts  1Contact point for further information regarding the post  digital@gov.wales

Welsh language requirements

Welsh language requirements  1 - Welsh language skills are essential for this role. The skills required for this role are specified below. These skills will be assessed as part of the selection process. For further information on the Welsh language levels, please visit our website.Understanding by reading  5 - Full understanding of all work related materialSpeaking and being understood  5 - FluentUnderstanding by listening  5 - Can understand all work-related conversationsWriting and being understood  5 - Can prepare written material for all work-related matters

Working for the Civil Service

The Civil Service Code sets out the standards of behaviour expected of civil servants.

The Use of Artificial Intelligence (AI)

Artificial Intelligence can be a useful tool to support your application, however, all examples and statements provided must be truthful, factually accurate and taken directly from your own experience. Where plagiarism has been identified (presenting the ideas and experiences of others, or generated by artificial intelligence, as your own) applications may be withdrawn and internal candidates may be subject to disciplinary action. Please see our AI candidate guidance for more information on appropriate and inappropriate use.

Selection Process and Stages

 

Welsh Government, like all other Government Departments use Success Profiles when we recruit. For each role we consider what you will need to demonstrate to be successful. This gives us the best possible chance of finding the right person for the job. It raises performance and improves diversity and inclusivity.

The selection process and stages are:

Number of Stages:	2 stage process
Stage 1	Application Form
Stage 2	Interview

Behaviours

We’ll assess you against these Behaviour criteria during the selection process.

Behaviour 1:  

Leadership

 Ensure colleagues and stakeholders have a clear understanding of objectives, activities and time-frames.This will be tested at stage 1: Application FormThis will be tested at stage 2: InterviewBehaviour 2:  

Working Together 

 Actively seek and consider input of people from diverse backgrounds and perspectives.This will be tested at stage 2: InterviewBehaviour 3:  

Delivering at Pace 

 Act promptly to reassess workloads and priorities when there are conflicting demands to maintain performance.This will be tested at stage 2: Interview

Experience

We'll assess you against the following Experience criteria during the assessment process.Evidence to provide  CV, Experience questionsExperience 1:  

Experience of providing strategic guidance, expert advice and training on social media best practices, emerging trends, and digital content creation. 

This will be tested at Stage 1: Application FormThis will be tested at stage 2: InterviewExperience 2:  

Significant experience developing and implementing comprehensive social media strategies and content that align with organisational priorities

This will be tested at stage 1: Application FormThis will be tested at stage 2: Interview

Technical

We'll assess the following Technical skills during the selection process.

Technical 1:  

Government Communication Service framework: Impact

Assess the effectiveness of digital communication. Use the results of user feedback, tests/pilots and effectiveness indicators to improve digital communication and the user experience.

This will be tested at stage 2: Interview

Eligibility

 

You will be asked about your nationality and if you are legally allowed to work in the United Kingdom. This is to find out if you are eligible to apply for this vacancy. This is a requirement for working within the Civil Service. https://www.gov.uk/government/publications/nationality-rules

If you do not meet the eligibility criteria your application will not progress. If it becomes clear at a later stage in the process that you are not eligible to apply, your application may be withdrawn, or the offer retracted.

Nationality requirements  

This job is broadly open to the following groups:
• UK nationals
• nationals of the Republic of Ireland
• nationals of Commonwealth countries who have the right to work in the UK
• nationals of the EU, Switzerland, Norway, Iceland or Liechtenstein and family members of those nationalities with settled or pre-settled status under the European Union Settlement Scheme (EUSS) 
• nationals of the EU, Switzerland, Norway, Iceland or Liechtenstein and family members of those nationalities who have made a valid application for settled or pre-settled status under the European Union Settlement Scheme (EUSS)
• individuals with limited leave to remain or indefinite leave to remain who were eligible to apply for EUSS on or before 31 December 2020
• Turkish nationals, and certain family members of Turkish nationals, who have accrued the right to work in the Civil Service

Social Model of Disability

Welsh Government has adopted the social model of disability, which recognises that barriers in society act to disable people who have impairments, or health conditions, who are neurodivergent or who use British Sign Language.

We are committed to removing barriers in the recruitment process so that all (or potential new) staff can perform at their best.

Recruitment adjustments can be made at any part of the recruitment process for candidates with an impairment or health condition, who are neurodivergent or who use British Sign Language. 

Please get in touch with DiversityInRecruitment@gov.wales to discuss adjustments for any part of the process.

Inclusive Interview Schemes

We are committed to inclusive recruitment and offer interviews to eligible candidates who meet the minimum criteria for the role through the following schemes:

Disability Confident

The Welsh Government is a Disability Confident Leader. As part of our commitment to this scheme we interview any candidate with an impairment, health condition, who is neurodivergent or who uses British Sign Language if they meet the minimum criteria for the post.

A Great Place to Work for Veterans

The Welsh Government operates the Great Place to Work for Veterans Initiative. As part of our commitment to this scheme we interview any eligible candidates who meet the minimum criteria for the post.

Redeployment Interview Scheme

Civil Service employers can offer an interview to a fair and proportionate number of civil servants who are at risk of redundancy and who meet the minimum criteria for the postBy ‘minimum criteria’ we mean that candidates must provide us with evidence in their application (and/or test) that they meet the minimum level of competence for the role - usually defined as a minimum score of 4 per criterion.

Social Partnership

In Welsh Government, the relationship between the employer and trade unions is based on social partnership. We believe our goals can best be achieved by management and trade unions working together.

Our 3 recognised trade unions are:
• PCS
• Prospect
• FDA

This relationship is underpinned by a partnership agreement. This sets out how our unions work with Welsh Government on issues such as:
• Pay
• Terms and conditions
• HR Strategy, policies and procedures
• Health, safety and well-being
• Organisational change

Our Welsh Government trade union colleagues work together to give their members a real say in the workplace. They make sure that the interests of their members are promoted and protected. They also help reduce inequalities and improve terms and conditions.

The Welsh Government has an excellent track record of working in partnership with its trade unions. We support you to join a recognised trade union, to ensure your voice is heard in the workplace. We encourage you to learn more about our trade unions, partnership working and to get involved in their work.

Benefits

 

All Welsh Government staff are members of the Civil Service, and as a result are eligible for:

• Civil Service Pension Scheme
• 31 days annual leave (pro-rated for part time)
• training and development opportunities
• Cycle2Work Scheme
• Smart Working flexible working arrangement
• Green Car Scheme (subject to availability)

If you are an active Civil Service Pension member you can continue your membership throughout your employment with us.

Recruitment principles and complaints

 

We recruit by merit on the basis of fair and open competition. Please see the Civil Service Commission's recruitment principles on the Commission's website.

If you feel your application has not been treated in accordance with these principles and wish to make a complaint please email complaints@gov.wales. Please ensure that you refer to the vacancy reference number.

If you are not satisfied with the response you receive from the Welsh Government, you can contact the Civil Service Commission: info@csc.gov.uk.

How to Apply  

All applications for this vacancy must be made using our online application system.

Unless stated otherwise in the 'Other vacancy-related information for advert', the Welsh Government cannot offer Visa sponsorship. Welsh Government holds a Visa sponsorship licence, but this can only be used for certain roles and this campaign does not qualify.

Applications are welcomed from people with a diverse range of lived and professional experiences. We are actively committed to becoming an increasingly diverse organisation which represents the diverse communities we serve. There are a number of Diversity networks that staff can participate in, which include the Disability Awareness and Support Staff Network; Minority Ethnic Staff Network; Mind Matters (Mental health and well-being); PRISM (LGBTI+), Women Together and the Neurodivergence Network.

If you have an impairment which prevents you from applying online, please email our recruitment team.You can:

• request an application pack in an alternative format
• request a recruitment adjustment to help you submit your application

Use the 'Apply' button to submit your application. You will be asked to register if you don't have an account or sign in if you do. Registration takes a few minutes and you will need an email address.

You should check your Application Centre regularly for updates to your application.  Please also check your spam/junk folder in case any communication regarding your application and/or assessment details finds its way there. 

Once you've registered for an account and logged in, you'll be taken to the online application form. You must complete this and submit it before the deadline on the closing date. We will not consider an incomplete application form.

If you would like to apply for this vacancy in Welsh, please use the Change Language link on this page.  We welcome applications in Welsh, and applications submitted in Welsh will not be treated less favourably than applications submitted in English.

Please see the candidate guidance for more information on the recruitment process.

For information on Civil Service Success Profiles please click here.

For TS to G6 recruitment schemes: When presenting your evidence, you may find it useful to consider the expectations of the grade as set out in the Grade Description as well as the main responsibilities that are essential for the role.