Vacancy -- Senior Visitor Services Manager

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
SEO - £38,355 - £45,850
Full time (applications are welcome from people who work part time, as part of a job share or who work full time)
Pan Wales
'Pan Wales' means that the location in which the vacancy can be based is flexible, subject to the needs of the business. A list of the Welsh Government's offices can be found on our website ( Please note it may not always be possible to accommodate a preference for a specific office location, but requests will be taken into consideration.

Purpose of Post:

Cadw is an internal agency of the Welsh Government and combines regulatory, advisory and grant-making functions in the wider historic environment with the conservation, maintenance and presentation of a national collection of historic monuments, including two World Heritage Sites.

Cadw’s objectives include providing a world class visitor experience at our properties in care, increasing commercial performance through maximising the use of our monuments and increasing the benefits to communities by creating more opportunities for people to enjoy, learn about and take part in heritage activities. We also have a role in increasing awareness and enjoyment of the wider historic environment, and the need to care for it, for the well-being of present and future generations.

This is a senior management role within Public Engagement and Visitor Services, reporting to the Head of Branch, managing 2 Regional Managers and providing leadership for over 100 custodians, based at 24 staffed sites across Wales

This post will lead the provision of visitor services at Cadw’s properties in care, with particular responsibility for the quality of public service and the performance of custodians at staffed sites. The post-holder will lead the development of a culture which balances customer service excellence, community engagement and entrepreneurship across the estate.

Key tasks:

  • Lead a large and geographically dispersed workforce responsible for welcoming visitors to the 24 staffed monuments in Cadw’s care.
  • Manage, coach and develop staff within the team to ensure day to day operations are delivered effectively and a culture of respect and dignity between colleagues is promoted.
  • Manage the Visitor Services’ (VS) contribution to the annual and 3-year Cadw Business Plans, outlining how the branch will deliver on its government programme and business targets, particularly focusing on the commercial viability of the monuments.
  • Undertake ongoing performance analysis to set direction, ensuring that work programmes support wider business objectives and implement changes to ensure best use of resources.
  • Work with the VS regional managers to develop a learning and development strategy that focuses on the development needs of the custodians.
  • Act as lead source of advice for Ministers and senior grades on key areas of Visitor Services, preparing submissions and briefings on a range of activities and issues, and presenting options and recommendations for implementation.
  • Responsibility and accountability for the monitoring and expenditure of a revenue budget programme, including providing monthly reports to senior management.
  • Responsibility and accountability for compliance across staffed sites with regards to health and safety for staff, visitors and the general public, including consistency in maintaining appropriate records and developing policies to ensure sites are safe workplaces and visitor attractions, working in collaboration with specialist staff.
  • Lead in maintaining and improving customer service standards and visitor satisfaction, including monitoring visitor feedback, responding to and addressing issues arising from customer complaints and investigating new methods of collecting customer feedback and usage of Cadw sites.
  • Maintain a close working relationship with Cadw colleagues responsible for maintenance, conservation and property issues, so that sites are well presented, clean and safe places to visit and work.
  • Proactively work with colleagues across Cadw to contribute effectively to activity related to marketing, events, learning and commercial activities and ensure that visitors’ needs are taken into considered as part of monument development projects and programmes.  
  • Encourage a culture that supports excellent relationships between Cadw sites and local communities and stakeholders to promote the positive impact of heritage sites with their local communities.
  • Design research methods and collect data to help measure the economic impact of Cadw sites on local economies.
  • Be the initial point of contact, for responding to out of hours matters at sites, drawing in support, as required, from other key support staff via the Out of Hours Emergency Contacts List.

Development opportunities:

Cadw encourages staff to pursue opportunities for continuous professional development as well as supporting specific learning and development activities linked to business needs.

The role involves leading visitor services at Cadw’s heritage attractions, including two World Heritage Sites, The Castles and Town Walls of King Edward in Gwynedd and the Blaenavon Industrial Landscape in Torfaen. It offers the opportunity to work in a leading heritage organisation, delivering a world class welcome to Wales and increasing visitors’ knowledge, enjoyment and appreciation of our unique history.

Closing Date:

21/01/2020, 16:00

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.

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

Competencies / Job Specific Criteria

Job Specific Criteria:

  1. Significant experience at a senior level of effectively leading and motivating dispersed teams, preferably in a heritage or visitor attraction environment.
  2. Ability to implement effective systems of business planning, target setting, performance monitoring and results analysis in order to measure and improve performance.
  3. Excellent communication skills both written and verbal, including staff engagement and the provision of timely, accurate and informed advice.


  • Regularly review procedures or systems with teams to identify improvements and simplify processes and decision making
  • Make decisions when they are needed, even if they prove difficult or unpopular
  • Develop proposals to improve the quality of service with involvement from a diverse range of staff, stakeholders or delivery partners
  • Successfully manage, support and stretch self and team to deliver agreed goals and objectives

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

Huw Gwillim - 03000622376 -

How to apply

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

This vacancy is closed to applications.