Digital Lead

Job summary

This is a senior role leading digital communications for the department and its Arm’s Length Bodies (ALBs). You will be responsible for how we engage with audiences across digital channels, ensuring our online presence is strategic, effective, accessible and impactful.

As Digital Lead, you will shape our approach to social media, online content, video and a range of digital platforms. You will champion direct, meaningful communication with citizens, ensuring our content is relevant, accessible and responsive to their needs. You will also build and maintain strong relationships with digital media publishers and influencers, working collaboratively to reach new audiences through their channels, communities and followers.

Using data, insight and innovation, you will drive digital performance, grow and engage audiences, and maximise the reach and impact of our communications in support of departmental and wider government priorities.

Working at the heart of the communications function, you will be the digital lead for a portfolio of work and will collaborate closely with the Grade 6 (G6) Head of Digital and Creative Content to ensure digital is fully integrated with media, marketing and campaigns. You will engage with thematic working groups, collaborating with other delivery leads to ensure digital activity supports the wider Defra group communications strategy. You will champion innovation in how we reach and engage the public online, working in close partnership with ALB communications teams to ensure a coherent digital presence across the group.

Job description

• Digital strategy and channel ownership: Develop and deliver insight-led digital communications strategies that support departmental priorities, maintaining overall responsibility for channel strategy, content planning and platform management across social media, web and emerging digital channels. Build the team's AI literacy, understanding what tools are appropriate to use and when, and knowing how to apply the Government Communication Service (GCS) ethical innovation framework.

• Content and creative direction: Lead the creation of compelling digital content that translates policy announcements and campaigns into engaging formats, working with policy, media and marketing teams and commissioning external suppliers where required. Ensure all content meets GCS accessibility standards and considers diverse audiences.

• Data and performance: Use audience insight and platform analytics to inform planning, measure impact and drive continuous improvement. Report on digital performance to senior leaders, providing actionable recommendations. Handle all data appropriately in line with GDPR obligations.

• Cross-functional collaboration: Work closely with thematic leads and delivery colleagues to ensure digital activity is integrated with wider communications planning.

• Platform expertise and innovation: Maintain knowledge of established and emerging platforms, content trends and formats. Champion innovation and build digital capability across the wider communications directorate through training, guidance and knowledge sharing, drawing on the GCS SAFE Framework and the Framework for Ethical Innovation.

• ALB digital partnership: Build and maintain effective working relationships with ALBs within Defra group, providing strategic digital expertise, sharing best practice and supporting a coherent, integrated digital presence. Work to remove duplication across ALB digital channels, identify opportunities for shared approaches, and ensure ALB digital activity is consistent with group standards and GCS professional requirements.

In addition, all Grade 7 (G7) communications professionals within Defra group Communications will be expected to:

• Provide professional leadership for their functional area, including line management, performance oversight, quality assurance and capability building. Deploy expertise collaboratively across priorities with other G7s.

• Lead and develop their team, motivating staff and embedding new ways of working across the group.

• Build strong relationships with senior leaders, Ministers, Special Advisers and stakeholders, providing trusted strategic communications advice.

• Foster a proactive, flexible and collaborative team culture, managing competing priorities and balancing reactive work with strategic goals.

• Communicate complex information clearly and persuasively, both in writing and verbally, adapting style and approach for different audiences and purposes.

• Support crisis and incident communications, working across disciplines and with partners to ensure timely, coordinated information reaches audiences. This includes out-of-hours working when required.

• Uphold GCS professional standards, ensuring compliance with the Communication Functional Standard (GovS011), propriety guidance and accessibility requirements.

Person specification

• Significant experience of leading social media teams and managing high-profile organisational channels, with strong knowledge of platforms, audiences and emerging trends.

• Experience of developing and delivering insight-led strategies across social media, web, video and emerging channels.

• Strong leadership skills, with the ability to motivate teams, manage performance and build capability.

• Excellent written and verbal communication skills, including setting editorial standards and turning complex policies into clear, accessible content.

• Strong analytical skills, using monitoring and performance tools to understand audiences, evaluate impact and inform decisions.

• A track record of delivering high-quality communications while managing competing priorities, reactive demands and tight deadlines.

• Excellent influencing and relationship-building skills, including providing trusted advice to senior leaders and securing support for creative ideas.

• Experience of collaborating across communications disciplines and organisational boundaries to deliver integrated activity.

• Experience of leading digital communications during incidents or crises, ensuring information is timely, accurate and coordinated.

• Experience of developing digital partnerships and applying professional standards, including accessibility, data protection, propriety and the ethical use of emerging technology.

Behaviours

We'll assess you against these behaviours during the selection process:

• Changing and Improving
• Communicating and Influencing
• Leadership
• Delivering at Pace

We only ask for evidence of these behaviours on your application form:

• Communicating and Influencing
• Leadership
• Delivering at Pace

Benefits

Alongside your salary of £64,015, Department for Environment, Food and Rural Affairs contributes £18,545 towards you being a member of the Civil Service Defined Benefit Pension scheme. Find out what benefits a Civil Service Pension provides (opens in a new window).

• Learning and development tailored to your role
• An environment with flexible working options
• A culture encouraging inclusion and diversity
• A C