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Digital Content Messaging Manager job description

Job Summary-Digital Content Messaging Manager job description

Improving quality and outcomes


Ensuring the effectiveness and integrity of all content across public facing websites, sub-sites, social media channels and other digital services that comprise the digital estate

Main responsibilities-Digital Content Messaging Manager job description



Ensuring that digital products such as documents and films are fit for purpose, and adhere to branding, technical and accessibility standards


Responsible for the continuous evidence based development, improvement and excellence of digital content, user interfaces and site architecture


Responsible for managing user acceptance testing (UAT) of new products and services and ensuring that usability, accessibility, branding and quality standards are met


Work with colleagues in the Digital Communications Team, and

alongside external web designers and developers to improve user

experience across multiple platforms and devices.


Working proactively with programme staff to continually improve the quality and effectiveness of content


Responsible for the development and implementation of a robust

content and messaging strategy


Taking an evidence based approach to ensuring that the navigational

structure and presentation of information on the website

makes sense from the perspective of multiple stakeholder groups


Planning, managing and delivering a programme of user experience

projects both on their own initiative and working with external agencies


Manage and deliver new web content projects to deadline and oversee the build of new sections of the website liaising with customers from across the business


Working with colleagues to co-ordinate and deliver the digital elements of public facing marketing campaigns


Ensuring messages accurately reflect the aims, values and priorities of the organisation, and are consistent across all channels


Using insight, research, social media listening tools and analytics to

determine content strategy and promote meaningful online interactions with users


Responsible for the continuous development, improvement and

excellence of digital services, platforms and tools


Advising stakeholders on best practice in digital communications and assisting them to meet their business objectives


Works with the Digital Service Delivery Manager on the user acceptance testing (UAT) of new products and services and ensuring that usability, accessibility, and high interface design standards are met










Working with the Digital Communications Lead to determine the digital channel strategy, using the best routes to audience

Part of the team which plans and coordinates the content, messaging and the user journey across highly-trafficked digital channels available internally, and to the general public. The post holder will be responsible for:

Knowledge Skills and Experience-Digital Content Messaging Manager job description

Key Working Relationships


Operate effectively in a flexible and demanding environment and proactively engage with staff and contractors working on a variety of topics.


Work effectively with a variety of external consultancies working on other projects and programmes within other directorates as required


Provide and receive highly complex, sensitive and contentious information, presenting information, to a wide range of stakeholders in a formal setting.


Deal with resulting potentially aggressive/antagonistic situations as required.


Work and engage constructively with internal and external stakeholders on a range of business sensitive issues


Nurture key relationships and maintain networks internally and externally, including national networks


Ensure close liaison with the Communications and Stakeholder team on public relations and marketing activities


Link with managers and members of other functions, to address interdependencies and ensure alignment


Apply a structured change management approach and methodology for the impact of any change


Deputise for the Head of Department as required, expanding on knowledge, skills and experience within personal professional development.




Key Functional Responsibilities














To oversee team members to deliver requirements listed above and engage and liaise with key stakeholders, in particular;


o To support the delivery of day to day activities and projects

o To manage team and drive delivery of a range of business initiatives and projects

o To support the identification and sharing of best practice in employee engagement

o To operate in a highly political and sensitive environment

o Support the portfolio of initiatives in demonstrating value for money for the current spend through tracking, managing and delivering agreed benefits


Project Management

Lead the team in the delivery of project plans, allocating tasks as appropriate, identifying risks, issues and dependencies, considering best practice and current options and ultimately making decisions in the best interest of the project.


Develop a comprehensive and cohesive plan for the transition period which is consistent with the overall project timetable, meets the strategic direction of the team and minimises unnecessary disruption to stakeholders involved in the process and is operationally sound.


Pro-actively manage stakeholders, respond to and resolve conflict between different stakeholders when this arises through facilitation or other appropriate mechanisms.


Be responsible for a high standard of work supporting the delivery of projects on time, to quality standards and in a cost effective manner.


Maintain the project initiation document and associated plans with regular team meetings to monitor progress and resources.

Ensure the flexibility of the project if required to meet conflicting/changing requirements.


Responsible for the planning and organisation of numerous events/meetings.

Ensuring communication tools are used to their maximum value for circulating

the minutes, agenda and presentations in a timely


Demonstrate effective stakeholder management across different departments

and at all levels.


Support other project managers as and when required.


Take into account the impact of any change the projects will have on the

business and oversee handover of any products to ensure full ownership and

buy-in within the business


Advocate the projects at senior and executive levels and ensure active engagement

and sponsorship


Ensure that the projects maintain business focus, have clear authority and

that the context, including risks, are actively managed in alignment with the

strategic priorities


Financial and Physical Resources


Budget holder for assigned function/team, budget setting with the Head of


Responsible for ensuring adherence to the budget and ongoing

monitoring of expenditure against budget and ensuring the appropriate

documentation is available for scrutiny.


Identify products, equipment, services and facilities for assigned activities,

achieving stakeholder buy-in as required. Placing orders and signing

invoices, keeping mindful of budget limitations.


Responsible for making recommendations, providing advice and able to

prepare strategic reports/briefings for the Head of Department,

Steering/Reference Groups and others as required.



• Content management and messaging strategy

• Coordination of digital projects and online campaigns

• Usability and accessibility

• User experience

• Operation (supplier and stakeholder management)

• Continual service improvement.


The post holder will possess in depth knowledge and extensive hands-on experiencein a wide range of disciplines covering the entire service offering, including digital marketing, writing for the web, web technologies, multi-channel management, usability and accessibility, social media, information architecture design and content management.



Certified Prince 2 Practitioner  

Educated to masters level or equivalent level of experience of working at a senior level in specialist area.


Extensive knowledge of specialist areas, acquired through post graduate diploma or equivalent experience or training plus further specialist knowledge or experience to master’s level equivalent


Knowledge and Experience

Experience of managing content and messaging across multiple complex work streams, using a variety of digital



Excellent track record in delivering highly usable, accessible websites and online services


Proven track record running user experience projects, and expert knowledge of user-centred design techniques, including card sorting, personas, user journeys and prototyping


Expert knowledge of online marketing techniques  


Demonstrable success in using a wide range of social media platforms, both in a corporate and campaign

specific context


Knowledge of search engine optimisation (SEO) techniques


Brand management experience  

Experience of project managing complex digital and online marketing projects, using multiple channels and

tailoring messages and materials for different audiences


Expert knowledge of usability, accessibility (WCAG 2.0) and web standards


Experience designing and implementing complex information architectures


Knowledge of Government standards and Government digital policy


Experience using web content management systems  

Experience running email marketing campaigns  

Experience of driving evidence based quality improvement programmes

Experience of managing audio visual projects

Knowledge of Government procurement procedures

Evidence of post qualifying and continuing professional development


Member of relevant professional body


Skills and Capabilities

Managing multiple stakeholders including third party suppliers and relationships with partner organisations


Working knowledge of HTML  

Advanced data analysis and reporting - ability to extract meaningful data and insight from a wide range of

analytical tools (e.g. Google analytics, Radian 6)


Strategic resource planning, assigning and directing work, time, materials, people


Requirements gathering and the production of functional specification documents


Understanding and explaining risks and issues and reporting these upwards as appropriate


Ability to co-ordinate and undertake user experience testing and research, user acceptance, usability and

accessibility testing, and produce appropriate test scripts

Excellent writing, editing and proof reading skills

Filming and video editing expertise  

Advanced image creation and manipulation skills, using editing software, e.g. Photoshop.


Digital Content Messaging Manager free job description