Vacancy -- Deputy Director, Marketing Culture, Sport & Tourism Economy, Skills & Natural Resources

Recruitment Principles

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.

Vacancy Details

Economy, Skills and Natural Resources
Senior Civil Service 1
This role is at Deputy Director level and the salary is £71,000.
Full time (applications are welcome from people who work part time, as part of a job share or who work full time)
Pan Wales

Closing Date

20/05/2021, 12:00

Purpose of Post

The post is responsible for overseeing all aspects of marketing under the Cymru Wales masterbrand building Wales’ profile as a place to visit, invest, work and study.

 With direct responsibility for all cross-cutting Wales level communications, as well as business and tourism marketing in the UK and internationally – this is a high profile, influential role within Welsh Government.

 As well as collaborating with Ministers and across Government, you will provide brand leadership across Wales to stakeholders in the private and public sectors: inspiring confidence and backing for your innovative ideas and to take Wales forward.

 You will also be required to collaborate with colleagues at UK Government level to deliver a ‘four nations’ approach and ensuring that Wales adds value and is a core and meaningful part of UK-level marcomms programmes delivered by Number 10, DIT, VisitBritain and British Council.

 As well as delivering reactive crisis-response communications; as long-term multi-sector, multi-lingual and multi-million-pound marketing programmes, your core role will be to ensure that Marketing fulfils its strategic role at the centre of Welsh Government and wider Welsh life – influencing policy, investment and programme decisions at the highest levels.


As the Head of the Marketing Profession within Welsh Government you will also be responsible for continually championing the profession, increasing its diversity and for developing marketing capabilities, skills and contributions across the organisation.

 The post holder will be a member of the Culture, Sport & Tourism Senior Management Team and will be expected to bring their expertise, insight and credibility to the benefit of the wider organisation, conveying priorities, gaining commitment to their delivery, and planning for change during a critical period for Wales.

 The post holder will be expected to operate effectively at SCS level within Welsh Government. In addition to leading and managing the marketing and campaign teams within Visit Wales, the post holder will contribute to the leadership of the department and the wider organisation. The post holder will be required to advise and support Ministers on related matters.

Disability Confident

Welsh Government accepts the social definition of disability, in which it is recognised that barriers in society act to disable people who have impairments or health conditions or who use British Sign Language. We are committed to removing barriers so that all (or potential new staff) can perform at their best. The Equality Act 2010 uses the medical definition of disability (“a physical or mental impairment which has a substantial and long-term impact on a person’s ability to carry out normal day to day activities”).

We guarantee to interview anyone who is disabled whose application meets the minimum criteria for the post. By ‘minimum criteria’ we mean that you must provide us with evidence in your application which demonstrates that you generally meet the level of competence for the role and any qualifications, skills or experience defined as essential. We are committed to the employment and career development of disabled people.

If you have an impairment or health condition, or use British Sign Language and need to discuss reasonable adjustments for any part of this recruitment process, or wish to discuss how we will support you if you were to be successful, please email as soon as possible and a member of the team will contact you to discuss your requirements and any questions you may have.

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.

Can read some basic words and phrases with understanding
Can hold a basic conversation in Welsh
Can understand parts of a basic conversation
Can write basic messages on everyday topics

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.

Assessment Process

The Recruitment Team via the Welsh Government system will acknowledge your application and when appropriate you will be advised about the outcome of the shortlist meeting which will be held on 27 May 2021.  

Assessments for Shortlisted Candidates Only

On Line Psychometric Tests - these will include numerical and verbal reasoning and a discussion with a psychologist. You will receive a link to these on-line tests within 10 working days from the shortlisting meeting. 

If you have completed the online psychometric tests in the last 2 years, for a post at the same grade, it will not be necessary for you to take these tests again for this particular recruitment exercise. 

Staff/Stakeholder Engagement Exercise – these will take place week commencing 7 June 2021. Further details will follow.

 The above activities will form part of the overall assessment required for this recruitment exercise in addition to the selection panel interview.

 Panel Interviews – these are scheduled for 22 June 2021.

 All of the above will be held remotely via Microsoft Teams

How to apply

Completed application form, an up to date CV, together with a personal statement of suitability for the post should be submitted by the closing date.  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 to request an application pack in an alternative format or if you need 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 Senior Civil Service recruitment process within the Welsh Government, please see the SCS Recruitment Guidance for External Candidates (link). Further guidance on Preparing Your Personal Statement (link) is also available.

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

Other information about the vacancy

22 June 2021

This vacancy is closed to applications.