Vacancy -- Senior Business Marketing Manager

Working for the Civil Service

The Welsh Government's recruitment processes are underpinned by the principle of selection for appointment on merit on the basis of fair and open competition as outlined in the Civil Service Commission’s Recruitment Principles.

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

Vacancy Details

Economy, Treasury and Constitution Group
Culture, Sport & Tourism
Grade 7 - £53,440 - £63,900
£53,440
Full time (applications are welcome from people who work part time, as part of a job share or who work full time)
Fixed term
2 Years
Pan Wales
'Pan Wales' means that the location in which the vacancy can be based is flexible, subject to the needs of the business. Please note it may not always be possible to accommodate a preference for a specific office location, but requests will be taken into consideration.
TBC

Purpose of Post:

The primary purpose of the role is to drive the development and implementation of Wales brand activity from a business perspective through the themes of: Starting businesses; Growing businesses and investing businesses. Particular emphasis on content sourcing and creation that will support campaign roll-out.

The role will establish the means to build and maintain high quality content that will lead to greater online authority to raise awareness of Wales and drive more qualified interest in Wales as a business destination.  

The post holder will be expected to lead the integration of campaign activities into a cohesive plan that incorporates PR, Social media and paid for media.   

Put brand at the heart of what the business marketing team does, ensuring all communications activities and events are aligned to brand objectives and values.

Key tasks:

Direct the sourcing, creation and coordination of content for the Wales business digital platform that will draw interest in Wales as a business destination for entrepreneurs, exporters and investors.

Control a budget in the region of £2.4m per annum ensuring that expenditure is delivering VFM and that appropriate governance controls and processes are in place and followed.

Develop editorial policy and oversight of content production ensuring there’s a clear link to the Programme for Government and wider Wales brand objectives.

Build a supporting internal and external stakeholder network that will drive a regular stream of content in different formats that can be used to draw visitors, interest and ultimately qualified interest in what Wales has to offer business.

Establish a network of internal and external partners and stakeholders (including DIT) that will act as channels and recipients of Wales’s business content.

Manage and coach a team of Marketing Managers and their direct reports to ensure that activities are aligned to the Wales brand and agreed key themes – with the aim of driving brand awareness and lead generation.  

Ensure that the PR contract lead is aware and focused on the agreed themes to get the key messages into the relevant media.

Monitor and report on marketing performance, providing reports and analysis to the Head of Business Marketing on actual v forecast and variance.  Providing advice on where to start; stop; extend or pause activity.

Direct the development and maintenance of market themed content that provides direction for invest sector teams and integrates with Trade & Invest | Industrial Transformation and Regional team business development activity.

Work with the Head of Business Marketing to establish rewarding channel partnerships to carry forward Wales brand messages – such as KLM / First Great Western / LinkedIn / Targeted activities with other relevant airlines at Cardiff Airport etc.

Deliver a robust insight programme to build an evidence base that will: inform decision making and provide robust answers on the contribution and value of marketing toward strategic goals.  

Ensure that overseas teams have the content and materials to engage with their local markets, for example in territories where cyber security is being pushed, the local teams should have clear propositions and supporting material and activities.

Write clear agency briefs in support of targets to deliver the appropriate activity, ensuring that work is delivered on time and on budget to agreed standards.

Respond to Government business and FOI requests as necessary, ensuring consistency in response and maintaining a strong a defendable position.

Remain flexible enough to support other areas of marketing when there are delivery pressures.

Development opportunities:

The successful candidate will be part of the ETC Marketing management group and responsible for helping to drive major changes across the team. They will have access to a range of career and development opportunities available to marketing staff throughout Welsh Government.

Closing Date:

14/02/2023, 16:00

Eligibility

Posts recruited to as part of this recruitment campaign are broadly open to UK nationals, those with right to remain and work in the UK and those that meet the Civil Service Nationality Rules only. Check your eligibility here:

Prior to appointment, all successful applicants will be required to produce original, acceptable documents as part of the pre-employment checks. If it becomes apparent at a later stage in the process that you aren’t eligible to apply, your application will be withdrawn, or offer retracted.

Equality and Diversity

The Welsh Government is committed to providing services which embrace diversity and which promote equality of opportunity. This is underpinned by the Equality Act 2010 and will be adhered to at each stage of the recruitment process. Our goal is to ensure that these commitments are also embedded in our day-to-day working practices with all our customers, colleagues and partners.

We are committed to being an anti-racist organisation and increasing diversity in the Welsh Government by removing barriers and supporting all our staff to reach their potential. We are committed to recruiting Black, Asian and Minority Ethnic people and disabled people who are currently under-represented in Welsh Government.

We welcome applications from everyone regardless of age, marriage and civil partnership (both same sex and opposite sex), impairment or health condition, sex, sexual orientation, pregnancy and maternity, race, religion or belief, gender identity or gender expression.

We are a Stonewall Diversity Champion and a Disability Confident Level 3 (Leader) organisation. Key to supporting this work and providing peer support are five Board sponsored Staff Networks (Disability Awareness and Support (DAAS); Minority Ethnic Support Network (MESN); Mind Matters (Mental health and well-being); PRISM (Lesbian, Gay, Bisexual, Transgender, Intersex +) and Women Together.

Disability Confident

A Great Place to Work for Veterans

This vacancy is part of the Great Place to Work for Veterans initiative.

Welsh Language Requirements

The Welsh Government is a bilingual organisation and Welsh language skills are considered an asset to the organisation. We encourage and support staff to learn, develop and use their Welsh language skills in the workplace. 

The following list of language requirements represents an objective assessment by the line manager on behalf of the Welsh Government of the Welsh language skills required to undertake the duties of this particular post.

Not necessary to undertake the duties of this post

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
•         policies and procedures
•         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 encourage staff to get involved. We support you to join a recognised trade union, to ensure your voice is heard in the workplace. and to learn more about trade unions and partnership working.

Competencies / Job Specific Criteria

Competencies:

Setting Direction – Changing & Improving: 

Provide constructive challenge to senior management on change proposals which will affect own business area.

 

Engaging People – Leading & Communicating:

Clarify strategies and plans, communicate purpose and direction with clarity and enthusiasm

 

Delivering results – Delivering Value for money: 

Achieve the best return on investment and deliver more for less on specific budgets by managing resources and maximising the use of assets.

 

Delivering results – Delivering at Pace:

Review, challenge and adjust performance levels to ensure quality outcomes are delivered on time, rewarding success


Job Specific Criteria:

  1. 7 years plus marketing experience – ideally with Business-to-Business Marketing background – with an emphasis on digital marketing.
  2. Social media / content planning.
  3. CIM / IDM / CIPR qualifications desirable.

Assessment Process

Applications will be sifted, successful candidates will then be invited to an interview where they will be asked to do a presentation.

Other Information

  • Unless stated otherwise in ‘actual starting salary’, all candidates will start at the minimum of the pay scale being appointed to (this includes existing civil servants).This is not negotiable.
  • Unless stated otherwise in ‘type of opportunity’, this recruitment advert is not open on a Loan or Secondment basis.
  • For more information on the eligibility criteria and terms and conditions for Loan and Secondment positions in Welsh Government, please see external recruitment candidate guidance.
  • Unless stated otherwise in ‘Location of Post’ the role/s recruited to via this campaign can only be worked in the UK, not overseas.
Paul Landricombe paul.landricombe@gov.wales

How to apply

All applications for this vacancy should be made online via the Welsh Government's online application system.  If you have an impairment which would prevent you from applying on-line, please e-mail SharedServiceHelpdesk@gov.wales to request an application pack in an alternative format, or to request a reasonable adjustment related to an impairment in order to submit your application.

To apply, you'll need to have an account on our online application system.  Click the 'Apply' button below, and you'll be asked to 'Log in' if you already have an account, or 'Register' if you don't yet have an account.  Registration takes just a few minutes to complete.  You'll need an e-mail address to be able to register.  Once you've registered for an account and logged in, you'll be taken to the online application form, which you'll need to fully complete and submit before the deadline on the closing date.  

If you’d like to apply for this vacancy in Welsh, please use the ‘Newid Iaith / Change Language’ link at the top of this page, to take you to the Welsh version of this advert, from which you can apply in Welsh.

For further information regarding the Welsh Government recruitment process, please see the Recruitment Guidance for External Candidates (link).

When evidencing your suitability for the post, it is recommended that you refer to the Civil Service Competency Framework (link)

Grievance and Complaints

Anyone who believes they have been treated unfairly, or has a grievance or complaint, about how the process was conducted should either write to the Head of Resourcing, Welsh Government, Cathays Park 2, Cardiff CF10 3NQ or email SharedServiceHelpdesk@gov.wales.  If you are unhappy with the outcome of the complaint raised with the Welsh Government and feel that the principles of appointment on merit through fair and open competition have not been met you have the right to pursue your grievance with the Civil Service Commission.

This vacancy is closed to applications.