About the job

Job summary

Our mission is to deliver exceptional public service communication that makes a difference. 

People work in government communications because what we do matters. We explain the objectives and policies of the government of the day. We provide clarity and reassurance to the public at times of crisis. We support businesses to grow. We protect our environment. We help those in need to access support. 

It's an exciting time to join the Government Communication Service (GCS).  The launch of the GCS Strategy 2022-2025 sets our vision to harness the rapid technological changes in communications for the public good, whilst developing our talent with unparalleled opportunities for learning and development.  All whilst carrying out interesting, meaningful and purposeful work.

Key to our work is collaborating across boundaries and taking a genuinely diverse and inclusive approach; communicating with and being representative of our audiences in all four corners of the UK.

The Team

The Applied Data & Insight (ADI) team is a group of multi-disciplinary experts who work closely together to provide bespoke analysis and innovative solutions based on a deep understanding of data, technology, insights and behaviours to improve and evaluate government campaigns and communications. We work highly collaboratively with other teams within GCS and build proactive partnerships with other organisations to deliver impactful and innovative products and services at pace.

The Applied, Data and Insight team consists of specialists from various disciplines working together to innovate and improve the efficiency and effectiveness of government communications. Our expertise ranges from behavioural science, audience insight, evaluation, data, analytics, standards, and innovation.

Job description

Are you a collaborative and driven professional looking for a unique opportunity to transform how Government communicates? Do you have experience of applying marketing analytics that make organisations more efficient and effective?

We are looking for a skilled and energetic candidate to work on the most visible and important communications campaigns in the country. Recent examples have included Help for Households and GREAT. 

The successful candidate could be a subject-matter expert in either marketing analytics, digital audience insights and advertising technologies. They will have a keen interest in using their expertise to influence the decisions of Ministers, Directors and senior officials. They’ll advise on how data analytics and science can be applied to marketing and paid-for media to provide data-driven and actionable insights to campaign teams. Whatever your background, we are looking for someone who likes getting things done, and can collaborate with others in driving change.

As the Marketing Analyst Lead for GCS in the Cabinet Office you will play a vital role in communicating the priorities of the Prime Minister and Cabinet, supported by an energetic and fast paced team. You will have the opportunity to be the subject-matter expert in marketing analytics in terms of government communications, build strong relationships with communications teams across different Government organisations, and provide coordination from the centre of the Government Communications profession.  

Your work will be instrumental in realising GCS’s data objectives and bringing innovative ideas from communicators across Government to life. You will develop and champion the highest data ethics and privacy standards. You will lead on projects regarding application of advanced analytical techniques like marketing mix modelling (econometrics), multi-touch attribution and test & learn capabilities, while keeping up-to-date on the ethical use of artificial intelligence to support campaign planning, execution and evaluation. 

You will work across a range of exciting areas like cross-government benchmarking, KPI target setting, personalisation, audience insights, artificial intelligence and the forthcoming GCS Innovation & Data Strategy. Your expertise will also be required to drive forward exciting innovation projects through the Project Spark initiative. You will also play a central role in building a data-driven culture, communicating with members and working collaboratively across the organisation to promote data-first behaviours, ensuring communicators have access to the data training they need, and creating a sense of community around data.  

As the Marketing Analyst Lead, you will need excellent product management skills, working collaboratively with colleagues to deliver effective and efficient campaigns, and excellent communication and networking skills. We are looking for an enthusiastic and organised candidate who will play an active role in the ADI team, and has the skills, enthusiasm and personal resilience to thrive in a fast-paced environment.

Person specification

Responsibilities & Duties

Essential Criteria

• Act as a subject-matter expert in marketing analytics, digital audience insights and advertising technologies.
• Advise data analysts on the creation of marketing analytics products that help campaign managers achieve their goals. Products will include dashboards using data from Google Analytics.
• Proactively share knowledge with the rest of the team to increase overall capability, and take responsibility for maintaining knowledge in marketing analytics.
• Lead on the implementation of data commitments published in the GCS Innovation & Data Strategy such as the application of artificial intelligence to evaluation and personalisation.  
• Provide support to campaign teams across government on KPI target setting, media planning and buying, reporting requirements, as well as application of advanced analytical techniques like Marketing Mix Modelling, attribution and experimentation.
• Engage with providers of advertising and marketing technology to enable data integrations, innovation, horizon scanning and tech trends for government communications.
• Partner with the HMG media buying agency to drive transformational change across GCS in the areas of benchmarking, experimentation and data platforms.
• Engage the wider GCS and analytics community through presentations, reports, papers, and blogs to help shape the cross-government media & marketing data knowledge sharing community.
• Support the Deputy Director of Insights and Data through forging new vendor relationships and engaging industry leaders.

Experience/Ability

• Experience delivering robust marketing analysis on promotional or public information campaigns.
• Experience in audience insights, data and analytics, with good working knowledge of digital marketing across channels and the wider digital ecosystem.
• Solid understanding of paid advertising platforms, segmentation strategies, persona analysis, market and competitive analysis, and marketing and funnel concepts.
• Experience using web analytics to analyse user journeys.
• Strong interest in current and future trends in the media and marketing data landscape. 
• Good understanding of data privacy and ethical considerations for media and marketing data.
• Strong written and verbal communication skills with enthusiasm for data story-telling for diverse audiences.
• Enthusiasm and a proactive approach to work, maintaining active communications with colleagues and stakeholders.
• Good stakeholder management skills, with the ability to work with and influence senior stakeholders across a range of organisations.
• Keen team player with experience of motivating colleagues and successfully developing/delivering shared goals.
• Robust organisational and time-management skills, with experience working in a fast-paced environment handling multiple priorities.

It’s desirable but not required that you have:

• Expertise in the digital marketing landscape and current industry trends, including working with adtech and brand safety techniques.
• Expertise in leading the development of pilots, analysis strategies, creating and setting KPIs and developing tests with strong experimental designs.
• Experience from a media agency or large organisation running many concurrent campaigns.
• Knowledge of Customer Relationship Management (CRM) systems and Customer Data Platforms (CDP).
• Bachelor’s degree in marketing, business, or a numerate subject such as mathematics, physics, statistics, etc.
• Understanding of, and experience using, data modelling tools and techniques, and the ability to apply this knowledge when developing targeted solutions to deliver business benefit. (e.g. SQL).
• Experience developing interactive dashboards using data visualisation tools such as Tableau (desired), as well as application of statistical techniques using R/Python (e.g. multi-linear regression, key driver analysis).

We welcome a broad range of applicants and encourage you to apply even if you do not fully meet the listed qualifications. Strong candidates come from many different backgrounds and will not necessarily check every single box. Studies show that talented people, especially those from groups underrepresented in their field, are more likely to doubt themselves and feel like an "imposter". But unique perspectives enrich teams, so we urge you to have confidence in your potential contributions. If aspects of this role resonate with you, please apply rather than prematurely excluding yourself. We look forward to your application highlighting your skills and experiences.

Benefits

Alongside your salary of £53,400, Cabinet Office contributes £14,418 towards you being a member of the Civil Service Defined Benefit Pension scheme. Find out what benefits a Civil Service Pension provides.

Things you need to know

Selection process details

This vacancy is using Success Profiles (opens in a new window), and will assess your Behaviours and Experience.

Application process

Stage 1: Application

Your application will consist of three parts:

1. A Personal Details application form.
2. Your employment history detailing your responsibilities,skills, and accomplishments, plus your qualifications and relevant training and qualifications. Please copy this information into the box field provided.
3. Personal statement, up to 1000 words. When giving details in your employment history and personal statement, you should demonstrate your experience in line with essential criteria and Experience/Ability sections above.

Should a large number of applications be received, an initial sift may be undertaken using Personal Statement. Candidates who pass the initial sift may be progressed to a full sift, or progressed straight to assessment/interview.

Selection process

Stage 2: Interview

If you’re successful at the sift stage you will be invited to a video interview via Google Meet. There, you will be assessed on your experience, the essential criteria, the Experience/Ability for the role, and the following Civil Service behaviours:

• Working together
• Communicating & Influencing
• Leadership

Further details will be provided to candidates invited to interview.

Expected timeline (subject to change)

Expected sift date – tbc
Expected interview date/s – tbc
Interview location - remote via google meet

Reasonable adjustments

If a person with disabilities is put at a substantial disadvantage compared to a non-disabled person, we have a duty to make reasonable changes to our processes.

If you need a change to be made so that you can make your application, you should:

Contact Government Recruitment Service via cabinetofficerecruitment.grs@cabinetoffice.gov.uk as soon as possible before the closing date to discuss your needs. 

Complete the ‘Assistance required’ section in the ‘Additional requirements’ page of your application form to tell us what changes or help you might need further on in the recruitment process. For instance, you may need wheelchair access at interview, or if you’re deaf, a Language Service Professional.

Further information

If you are experiencing accessibility problems with any attachments on this advert, please contact the email address in the 'contact point for applicants' section.

Please note that this role requires SC clearance, which would normally need 5 years’] UK residency in the past 5 years. This is not an absolute requirement, but supplementary checks may be needed where individuals have not lived in the UK for that period. This may mean your security clearance (and therefore your appointment) will take longer or, in some cases, not be possible.

Please note terms and conditions are attached. Please take time to read the document to determine how these may affect you.

Any move to Cabinet Office from another employer will mean you can no longer access childcare vouchers. This includes moves between government departments. You may however be eligible for other government schemes, including Tax Free Childcare. Determine your eligibility at https://www.childcarechoices.gov.uk

A reserve list will be held for a period of 12 months, from which further appointments can be made.

If successful and transferring from another Government Department a criminal record check may be carried out. 

However, we recognise in exceptional circumstances some candidates will want to send their completed forms direct. If you will be doing this, please advise Government Recruitment Service of your intention by emailing Pre-EmploymentChecks.grs@cabinetoffice.gov.uk stating the job reference number in the subject heading.

For further information on the Disclosure Scotland confidential checking service telephone: the Disclosure Scotland Helpline on 0870 609 6006 and ask to speak to the operations manager in confidence, or email Info@disclosurescotland.co.uk

New entrants are expected to join on the minimum of the pay band.

Applicants who are successful at interview will be, as part of pre-employment screening, subject to a check on the Internal Fraud Database (IFD). This check will provide information about employees who have been dismissed for fraud or dishonesty offences. This check also applies to employees who resign or otherwise leave before being dismissed for fraud or dishonesty had their employment continued. Any applicant’s details held on the IFD will be refused employment. 

A candidate is not eligible to apply for a role within the Civil Service if the application is made within a 5 year period following a dismissal for carrying out internal fraud against government.

This role is full time only. Applicants who wish to work an alternative pattern are welcome to apply however your preferred working pattern may not be available and you should discuss this with the vacancy holder before applying.

Feedback will only be provided if you attend an interview or assessment.

Security

Successful candidates must undergo a criminal record check. Successful candidates must meet the security requirements before they can be appointed. The level of security needed is security check (opens in a new window).

See our vetting charter (opens in a new window). People working with government assets must complete baseline personnel security standard (opens in new window) checks.

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) (opens in a new window)
• 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

Further information on nationality requirements (opens in a new window)

Working for the Civil Service

The Civil Service Code (opens in a new window) sets out the standards of behaviour expected of civil servants.

We recruit by merit on the basis of fair and open competition, as outlined in the Civil Service Commission's recruitment principles (opens in a new window). The Civil Service embraces diversity and promotes equal opportunities. As such, we run a Disability Confident Scheme (DCS) for candidates with disabilities who meet the minimum selection criteria. The Civil Service also offers a Redeployment Interview Scheme to civil servants who are at risk of redundancy, and who meet the minimum requirements for the advertised vacancy.