Strategy & Insight Team Lead

6 months ago

Edinburgh, United Kingdom Scottish Government Full time

Overview:
This role sits within the Strategy & Insight Team (SIT), part of the Marketing, Insight, Brand Scotland and Internal Communications Unit within the Communications Division based in St Andrew’s House, Edinburgh.

The SIT’s purpose is to provide the Scottish Government, and wider public sector, with strategic direction and clear, actionable insight, to develop the most effective communications for audiences, saying and doing the right things, in the right way and at the right time, maximising reach, impact and efficacy of professional communications work.

Leading extensive research projects (primary, secondary and commissioning through agencies) and making recommendations on the basis of these, and utilising evidence-led communications as an essential lever for change, the SIT play a critical role in communicating with internal and external audiences (both domestic and international) and the delivery of many of the Scottish Government’s outcomes.

The SIT Lead role requires a high level of expertise in research techniques, objective setting, strategy development and communications evaluation. A high level of expertise is also required in understanding audiences and segmentation, with the ability to undertake and interpret secondary research and devise research briefs to commission primary research. Analytical skills to uncover clear, actionable insight and to make strategic recommendations and lead teams in the development of the most effective communications across channels for specific audiences are required.

The post holder will be required to work with teams across the Communications Division with all communications disciplines on a variety of projects, leading in the research and insight stages, guiding and contributing to communications frameworks and briefs, shaping and collecting data to enable evaluation of outputs and working collaboratively with communications teams and relevant marketing services agencies, to help deliver communications and creative ideas and evaluate the effectiveness of communications products and activity across channels. The post holder will also be required to manage research agencies, work with Marketing and Brand Scotland teams and agency planning departments and share strategic thinking and creative ideas with senior policy colleagues, stakeholders and ministers in relation to effective approaches to campaigns.

Effective presentation skills are also a key part of the role, assembling clear and concise presentation materials and presenting them to an audience with adaptability to convey information and data meaningfully to non-expert audiences.

**Communications pay supplement**

**Responsibilities**:

- Leading on a variety of marketing campaigns: leading the strategy, research and insight stages, developing and shaping the marketing brief, shaping and collecting data to enable campaign evaluation and working collaboratively with marketing teams and relevant agencies to develop campaign activity.
- Leading in the research and insight stages to inform Brand Scotland strategy and development of specific campaigns including developing and shaping the marketing brief, shaping the creative output and collecting data to enable campaign evaluation.
- Communicating with Scottish Government internal audiences (core Scottish Government and Executive Agencies) is an essential element of the work of this division. SIT work closely with the Internal Communications team to inform messaging about topics as varied as recruitment, hybrid working, change management and diversity and inclusion. Leading the research and insight stages, conducting relevant research with internal audiences and providing behavioural insight to inform internal communications (but also the approaches that sit behind these) and providing advice and input to their evaluation.
- On key overarching topics (such as Net Zero, Cost of Living, Child Poverty, Vaccines) SIT will work closely with the Strategic Communications function in the development of communications frameworks and communications strategy.
- Providing audience insight to News teams that can be used to inform messaging and, where necessary, to develop a shared narrative that can be used across communications teams.
- Sharing research and providing strategic audience insight for Digital and Content functions that can be used to inform messaging in organic posts and website content; liaising and working together to devise evaluation stats for cross-communications activity.
- The role requires individuals with leadership skills and an appetite to line manage other team members.

**Competencies**

Self-Awareness

People Management

Communication and Engagement

Improving Performance

Analysis and Use of Evidence

**Specialist Communications Competencies**

Communications:
Insight- Ideas- Implementation- ImpactEssential Criteria & Qualifications:
No specific qualifications required.

**Essential Criteria**

2. Experience in understanding and

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