Digital Communications Manager - Welsh Essential

Llywodraeth Cymru / Welsh Government; Cardiff; On-site; GBP 37,000 - 45,000; Full time

Job summary

The Welsh Government is seeking a Digital Communications Manager - Welsh Essential to lead high quality digital content creation across policy areas and engage the public. You will manage photography, video and design assets and ensure legal, regulatory and Welsh language compliance across channels.

Based in Cardiff, the role involves coordinating with internal teams and external partners, delivering social media strategies, producing performance dashboards and providing training on best

Qualifications

• Strong bilingual communication skills in Welsh and English; ability to create, edit and quality-assure content in both languages.
• Experience creating social media content for different digital channels incorporating modern trends and techniques.
• Knowledge of crisis communication protocols and experience managing sensitive digital communications.

Responsibilities

• Create high quality video, photo and design content across all official Welsh Government social media channels, ensuring output meets legal compliance and accessibility standards.
• Provide expert advice and training on creating video, photo design assets, as well as social media best practice and emerging trends to colleagues.
• Support the design and development of a clear style for video, photo and design content across government.

Skills

Social media content creation

Video production

Photo design

Design assets

Analytics & reporting

Education

Degree in communications, digital marketing, journalism, media production or equivalent

Job description

Digital Communications Manager - Welsh Essential

ID 4134

The Welsh Government operates name-free recruitment. The recruiting panel will not see personal information such as a candidate’s name and address during the sifting process. This policy is in line with our commitment to end bias and promote equality and diversity.

Vacancy title

Digital Communications Manager - Welsh Essential

02/10/2026, 16:00

Advertising basis Permanent

A starting salary of £37,111 will be offered to the successful candidate. This is not negotiable

Salary range or pay band HEO £37,111 to £45,378

Work pattern Full time (applications are welcome from people who work part time, as part of a job share or who work full time)

Group Learning, Communities & Culture Group

Directorate Learning, Communities and Culture Group

Branch Education, Skills and Welsh Language

Location (s) Cardiff, North Wales, South East Wales

Main office base Cathays, Cardiff

Purpose of post

This pivotal role involves producing high-quality digital content to promote the Welsh Government’s policies and initiatives, engage with the public, and enhance our online presence across various platforms.

The successful candidate will manage photography, video and design assets, associated IT, and ensure compliance with legal and regulatory requirements for the capture, storage, and distribution of content.

They will ensure our messages resonate with diverse audiences and reflect the values and objectives of the Welsh

Government. This position is part of the Government Communications profession.

Key tasks

• Create high quality video, photo and design content across all official Welsh Government social media channels, ensuring output meets legal compliance and industry accessibility standards.
• Provide expert advice and training on creating video, photo design assets, as well as social media best practice and emerging trends to colleagues.
• Support the design and development of a clear style for video, photo and design content that can be implemented cross government
• Work with other digital communication professionals, participating in a culture of inclusion, innovation, and continuous development.
• Contribute to comprehensive social media strategies that align with the Welsh Government's priorities and effectively engage the public.
• Collaborate with internal teams and external stakeholders to ensure cohesive and coordinated communications.
• Manage and monitor digital and social media channels; being responsible for weekly grids and ensuring channels are engaging, and responsive, and that all content adheres to Welsh language standards.
• Produce in-depth social analyses and reports for each campaign and a monthly dashboard, giving insight to Ministers, colleagues, and officials, and using this evidence to inform future activities.
• Provide regular research and case studies on the use of emerging digital services, tools, trends and innovations and give feedback on their application for the Department.
• Create and identify opportunities to grow followers and reach new audiences relevant to communications aims.

The post offers the opportunity to work in a fast-paced and high-priority area, with regular engagement with Ministers. As a member of the Government Communications profession, there will be opportunities to undertake shadowing, mentoring, coaching as well as proactively making links and working with a wide range of Welsh Government teams and external partners including other Governments in the UK.

Other vacancy related information

Travel

• This role involves travelling across Wales to create short-form social media content, including filming Ministers in various locations across the country, therefore having a driving licence and access to a car would also be essential.
• There may also be occasional international travel and overnight stays.

Interviews

Interviews will be held in-person at a North Wales and South-East Wales location.

Welsh Language

Welsh language skills are essential for this role. Candidates must complete their application for this post in Welsh. Interviews will also be conducted in Welsh.

CVs

CVs will not be scored but will be used by the panel to gain a fuller understanding of your experience and employment history.

Merit Order

• In the event of a large number of applications, an initial sift will be conducted against the lead assessment criterion: Experience 1. Candidates who pass the initial sift may be progressed to a full sift or progressed straight to interview.
• A reserve list may be held for this opportunity. Any candidate who is successful in being offered a reserve status, will remain on the reserve list for 12 months.
• A test on Experience 2 will be required at interview stage. More information will be provided in the invitations to that stage.

The following qualities are desirable and will only be considered if two or more candidates receive the same score at the application or interview stage:

• Strong bilingual communication skills in Welsh and English, with the ability to create, edit and quality-assure content in both languages
• Degree in communications, digital marketing, journalism, media production or equivalent professional experience
• Experience working in the public sector or political environment
• Understanding of crisis communication protocols and experience managing sensitive digital communications
• Knowledge of paid social media advertising and budget management

Vetting level CTC - Candidates applying for a role that requires CTC clearance must have normally resided in the UK for a minimum of 3 years out of the last 5

Number of posts 1

Contact point for further information regarding the post [e-mail]

Welsh language requirements

Welsh language requirements 1 - Welsh language skills are essential for this role. The skills required for this role are specified below. These skills will be assessed as part of the selection process. For further information on the Welsh language levels, please visit our website.

Understanding by reading 4 - Can read most work-related material

Speaking and being understood 4 - Can converse in most work-related conversations

Understanding by listening 4 - Can understand most work-related conversations

Writing and being understood 4 - Can prepare most written work in Welsh

Artificial Intelligence can be a useful tool to support your application, however, all examples and statements provided must be truthful, factually accurate and taken directly from your own experience. Where plagiarism has been identified (presenting the ideas and experiences of others, or generated by artificial intelligence, as your own) applications may be withdrawn and internal candidates may be subject to disciplinary action. Please see our AI candidate guidance for more information on appropriate and inappropriate use.

Selection Process and Stages

Welsh Government, like all other Government Departments use Success Profiles when we recruit. For each role we consider what you will need to demonstrate to be successful. This gives us the best possible chance of finding the right person for the job. It raises performance and improves diversity and inclusivity.

The selection process and stages are:

Number of Stages:

2 stage process

Stage 1 Application Form

Stage 2 Interview

Behaviours

We’ll assess you against these Behaviour criteria during the selection process.

Behaviour 1:

Leadership

Ensure colleagues and stakeholders have a clear understanding of objectives, activities and timeframes.

This will be tested at stage 1: Application Form

This will be tested at stage 2: Interview

Behaviour 2:

Seeing the Big Picture

Aligning activities to contribute to wider organisational priorities.

This will be tested at stage 2: Interview

Behaviour 3:

Working Together

Actively seek and consider input of people from diverse backgrounds and perspectives.

This will be tested at stage 2: Interview

Experience

We'll assess you against the following Experience criteria during the assessment process.

Evidence to provide CV, Experience questions

Experience 1:

Experience of creating social media content for different digital channels incorporating modern trends and techniques in a professional setting.

This will be tested at Stage 1: Application Form

This will be tested at Stage 2: Interview

Experience 2:

Experience setting and analysing social media metrics to support decisions and recommendations in a professional setting

This will be tested at Stage 1: Application Form

This will be tested at Stage 2: Interview

Technical

We'll assess the following Technical skills during the selection process.

Technical 1:

Demonstrate an awareness of how channels work together and complement each other.

This will be tested at stage 2: Interview

If you do not meet the eligibility criteria your application will not progress. If it becomes clear at a later stage in the process that you are not eligible to appear, your application may be withdrawn, or the offer retracted.

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)
• 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

Social Model of Disability

Welsh Government has adopted the social model of disability, which recognises that barriers in society act to disable people who have impairments, or health conditions, who are neurodivergent or who use British Sign Language.

We are committed to removing barriers in the recruitment process so that all (or potential new) staff can perform at their best.

Recruitment adjustments can be made at any part of the recruitment process for candidates with an impairment or health condition, who are neurodivergent or who use British Sign Language.

We are committed to inclusive recruitment and offer interviews to eligible candidates who meet the minimum criteria for the role through the following schemes:

Disability Confident

The Welsh Government is a Disability Confident Leader. As part of our commitment to this scheme we interview any candidate with an impairment, health condition, who is neurodivergent or who uses British Sign Language if they meet the minimum criteria for the post.

A Great Place to Work for Veterans

The Welsh Government operates the Great Place to Work for Veterans Initiative. As part of our commitment to this scheme we interview any eligible candidates who meet the minimum criteria for the post.

Redeployment Interview Scheme

Civil Service employers can offer an interview to a fair and proportionate number of civil servants who are at risk of redundancy and who meet the minimum criteria for the post

By ‘minimum criteria’ we mean that candidates must provide us with evidence in their application (and/or test) that they meet the minimum level of competence for the role - usually defined as a minimum score of 4 per criterion.

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
• HR Strategy, policies and procedures
• Health, safety and well-being
• 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 support you to join a recognised trade union, to ensure your voice is heard in the workplace. We encourage you to learn more about our trade unions, partnership working and to get involved in their work.

All Welsh Government staff are members of the Civil Service, and as a result are eligible for:

• 31 days annual leave (pro-rated for part time)
• training and development opportunities
• Cycle2Work Scheme
• Smart Working flexible working arrangement
• Green Car Scheme (subject to availability)

If you are an active Civil Service Pension member you can continue your membership throughout your employment with us.

If you feel your application has not been treated in accordance with these principles and wish to make a complaint please email [e-mail] . Please ensure that you refer to the vacancy reference number.

If you are not satisfied with the response you receive from the Welsh Government, you can contact the Civil Service Commission: [e-mail].