Senior Marketing Manager

Details
Reference number

438252

Salary

£44,241

The location at Hayes has a London Weighting Allowance of £4,000.

A Civil Service Pension with an employer contribution of 28.97%

GBP

Job grade

Senior Executive Officer

Contract type

Permanent

Business area

DVSA - Corporate Affairs

Type of role

Communications / Marketing

Working pattern

Flexible working, Full-time, Job share, Part-time

Number of jobs available

1

Contents

• Location
• About the job
• Benefits
• Things you need to know
• Apply and further information

Location

Birmingham, Bristol, Chadderton, Hayes, Newcastle-upon-Tyne, Nottingham

About the job
Job summary

Are you an experienced marketing professional passionate about using behavioural insights to drive real-world change?

We're looking for a Senior Marketing Manager to lead DVSA's flagship 'Ready to Pass?' campaign – a nationwide behaviour change initiative that helps learner drivers assess their test readiness and improves road safety outcomes across the UK.

In this role, you'll manage significant budgets, work with leading creative and media planning agencies, and provide expert strategic communications advice to senior stakeholders and Ministers' offices. You'll be responsible for planning and delivering integrated marketing activity across multiple channels, from broadcast and digital media to partnerships and PR.

This is an opportunity to make a tangible difference to road safety whilst developing your expertise in one of government's most established behaviour change campaigns.

Want to learn more about the campaign? Visit the campaign website or read a behind the scenes blog post that explains how we are evaluating the campaign, and some of the main differences in attitudes and behaviours of learner drivers who are aware of the campaign compared to those who are not.

The Driver and Vehicle Standards Agency (DVSA) helps keep Britain moving, safely and sustainably. We do this by helping people through a lifetime of safe and sustainable journeys, helping them keep their vehicles safe to drive, and protecting them from unsafe drivers and vehicles.

We're working hard to:

• make roads safer
• improve services for our customers
• make road transport greener and healthier
• harness the potential of technology and data
• grow and level up the economy

Joining our department comes with many benefits, including:

• Employer pension contribution of 28.97% of your salary. Read more about Civil Service Pensions here
• 25 days annual leave, increasing by 1 day each year of service (up to a maximum of 30 days annual leave), plus 8 bank holidays a privilege day for the King's birthday
• Flexible working options where we encourage a great work-life balance.

Read more in the Benefits section below

Find out more about what it's like working at DVSA.

Job description

The Ready to Pass? campaign encourages learner drivers to honestly assess their test readiness with their instructor using bespoke campaign resources. It helps them determine if they're truly ready and encourages them to delay their test if needed, whilst providing advice on ensuring their test goes ahead as planned.

As Senior Marketing Manager, you'll be the main communications adviser for this campaign, responsible for its strategic direction and day-to-day delivery. You'll provide expert marketing advice, project manage substantial budgets, and deliver advertising, partnership marketing and PR activity that drives measurable behaviour change.

The role requires you to work closely with creative and media planning agencies, our internal specialist communications team, build cross government marketing relationships and forge strong relationships with stakeholders, policy officials and Ministers' offices.

Key responsibilities

Strategic planning and insight

• Plan and implement campaign strategies, developing an integrated media presence across channels
• Review and analyse research, policy and audience data to extract relevant insights that shape campaign activity
• Use horizon scanning and trend analysis to identify opportunities and inform strategic planning
• Apply behavioural science frameworks (such as COM-B) to understand and address barriers to behaviour change

Campaign delivery

• Deliver multi-channel campaigns across above and below the line channels including broadcast (radio, video on demand), PR, digital and social media platforms, and brand and media partnerships
• Create sophisticated multi-channel campaign plans, mapping channels to audiences to ensure activity lands effectively
• Manage relationships with creative and media agencies, briefing and quality-assuring their work

Budget and performance management

• Manage campaign budgets effectively, ensuring value for money
• Lead on the campaign assurance process
• Evaluate campaigns against agreed KPIs using robust analytical approaches
• Use data and insights to continuously improve campaign performance and demonstrate impact

Great line management is important to us as an organisation, and we will equip and support line managers to develop the skills they need. We aim to empower line managers to create teams where people can flourish and deliver excellent outcomes for the public.

For further information on the role, please read the role profile. Please note that the role profile is for information purposes only - whilst all elements are relevant to the role, they may not all be assessed during the recruitment process. This job advert will detail exactly what will be assessed during the recruitment process.

Person specification

Required experience:

To thrive in this role, you will have:

Strategic Communications Expertise

• Significant experience in strategic communications, including planning, horizon scanning and evaluation
• Proven track record of developing and delivering substantial behaviour change or marketing campaigns that achieve clear communications objectives supporting business or government goals
• Strong knowledge of behaviour change theory, including frameworks such as COM-B (Capability, Opportunity, Motivation and Behaviour)

Insight and Analysis

• Demonstrable experience using audience insight and data to inform communications strategy
• Excellent analytical skills with the ability to spot trends, draw insights and make data-driven recommendations
• Experience evaluating communications campaigns against agreed key performance indicators and using findings to improve performance

Leadership and Influence

• Outstanding interpersonal and influencing skills, with examples of successfully working with senior stakeholders, including ministers' offices
• Leadership skills and aptitude to develop and motivate teams
• Ability to tailor your communication style to varying circumstances and audiences
• Assertiveness and confidence in providing expert advice

Campaign Delivery

• Experience managing significant campaign budgets and delivering value for money
• Knowledge of multi-channel campaign planning and delivery across digital, broadcast, PR and partnerships
• Experience working with creative and media agencies

Additional Information

Professional Development

If not already held, there will be a development opportunity for the successful candidate to work towards one of the following qualifications when in post:

• Chartered Institute of Marketing (CIM)
• Chartered Institute of Public Relations (CIPR)

Working hours, office attendance and travel requirements

Full time roles consist of 37 hours per week.

Whilst we welcome applications from those looking to work with us on a part time basis, there is a business requirement for the successful candidate to be able to work at least 30 hours per week.

This role is suitable for hybrid working, which is a non-contractual arrangement where a combination of workplace and home-based working can be accommodated subject to business requirements.

The expectation at present is a minimum of 60% of your working time a month will be spent at either your designated workplace (one of the locations cited in the advert) or, when required for business reasons, in another office/work location/visiting stakeholders. Your designated workplace will be your contractual place of work. There may be occasions where you are required to attend above the minimum expectation.

This role is not suitable for hybrid working and will require the successful candidate to work solely from their designated workplace (one of the locations cited in the advert) or, when required for business reasons, from other offices/work locations/visiting stakeholders.

Occasional travel to other offices will be required, which may involve overnight stays.

If you have a question about hybrid working, part time/job share hours, flexible working, travelling for work, or require a reasonable adjustment, please contact the Vacancy Holder during the recruitment process to avoid possible disappointment later in the process should your working arrangements not be compatible with the requirements of the role (see below for contact details).

Behaviours

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

• Seeing the Big Picture
• Working Together
• Delivering at Pace

Technical skills

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

• Government Communication Service (GCS) Career Framework – campaigns and marketing, SIO level: Insight
• Government Communication Service (GCS) Career Framework – campaigns and marketing, SIO level: Ideas
• Government Communication Service (GCS) Career Framework– campaigns and marketing, SIO level: Impact

Benefits

Alongside your salary of £44,241, Driver and Vehicle Standards Agency contributes £12,816 towards you being a member of the Civil Service Defined Benefit Pension scheme. Find out what benefits a Civil Service Pension provides.

Being part of our brilliant Civil Service means you will have access to a wide range of fantastic benefits:

• Employer pension contribution of 28.97% of your salary. Read more about Civil Service Pensions here
• 25 days annual leave, increasing by 1 day each year of service (up to a maximum of 30 days annual leave).
• 8 Bank Holidays plus an additional Privilege Day to mark the King's birthday.
• Access to the staff discount portal.
• Excellent career development opportunities and the potential to undertake professional qualifications relevant to your role paid for by the department, such as CIPD, Prince2, apprenticeships, etc.
• Joining a diverse and inclusive workforce with a range of staff communities to support all our colleagues.
• 24-hour Employee Assistance Programme providing free confidential help and advice for staff.
• Flexible working options where we encourage a great work-life balance.

Find out more about the benefits of working at DfT and its agencies .

Things you need to know
Selection process details

This vacancy is using Success Profiles , and will assess your Behaviours, Experience and Technical skills.

How to apply:

Our selection process ensures a comprehensive assessment of each applicant's skills, and potential fit within our organisation.

The selection process for this role will be:

Stage 1: Sift of CV and personal statement

Stage 2: Interview

You must be successful at each stage to progress to the next stage.

Stage 1: Sift

At sift, you will be assessed against the following Success Profile elements:

Experience – you will be asked to provide a CV (unlimited wordcount) and personal statement (1000-word count). Please provide evidence of your Experience of the following:

• Your experience of managing successful digital and media marketing campaigns.
• Your experience of developing and delivering significant behaviour change campaigns with clear communications objectives, based on audience insight and data.
• Your experience of using a range of marketing tools and platforms and working with external marketing providers/agencies.
• Your practical understanding of emerging digital services, tools, tactics and trends, including techniques for optimising digital content

Further details around what this will entail are listed on the application form.

The sift will take place from 10th December 2025.

Stage 2: Interview

At interview stage, you will be assessed against the following Success Profile elements:

• Behaviours – Seeing the Big Picture, Working Together, Delivering at Pace
• Technical –
• Government Communication Service (GCS) Career Framework – campaigns and marketing, SIO level: Insight
• Government Communication Service (GCS) Career Framework – campaigns and marketing, SIO level: Ideas
• Government Communication Service (GCS) Career Framework– campaigns and marketing, SIO level: Impact

You will also be required to create and deliver a presentation to assess the Technical Skills listed above. Guidance will be provided if you are invited to interview.

Your Technical Skills will be assessed against the Government Communication Service Career Framework, which can be found here.

The interviews will take place week commencing 12th January 2025

This interview will be conducted online via Microsoft Teams. Further details will be provided to you should you be selected for interview.

You can find out more about our hiring process, how to apply, and application and interview guidance on our careers site .

Please note that we will try to meet the dates set out in the advert. There may be occasions when these dates will change.

Further information on the selection process

We will also hold a 12-month reserve list for this role, which may lead to potential opportunities beyond the role you applied for. You can read more about our reserve lists here.

During your application, you should indicate which location(s) you wish to be considered for and, if successful, you will be placed on an individual list of candidates for each location. Candidates will be held on that list and drawn from it in merit order. We advise you to carefully consider which locations you wish to be considered for. If you decline an offer for a location you have expressed a preference in or have expressed an interest in more than one location and accept an offer, you will be withdrawn from any lists you may be held on. We may also offer candidates a location that they have not expressed a preference for where we have the requirement to do so but this will again be done on the basis of your place in the overall merit order and, in this event, you will not be removed from the list if you decline.

AI Tools and Platforms

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 Aptos (Body) 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 candidate guidance for more information on appropriate and inappropriate use - Artificial intelligence and recruitment , Civil Service Careers

Reasonable Adjustments

As a Disability Confident Leader employer, we are committed to ensuring that the recruitment process is fair, accessible and allows all candidates to perform at their best. If a person with a visible or non-visible disability is substantially disadvantaged, we have a duty to make reasonable changes to our processes.

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

If you need a reasonable adjustment so that you can complete your application, you should contact Government Recruitment Service via as soon as possible before the closing date to discuss your needs.

Document Accessibility

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

This job advert contains links to the DfT Careers website. Our website provides useful guidance and information that can support you during the application process. If you cannot access the information on our website for any reason, please email for assistance.

Further Information

For more information about how we hire, and for useful tips on submitting your application for this role, visit the How We Hire page of our DfT Careers website. You can find detailed information about the recruitment process and what to expect when applying for a role.

Pre-employment Checking

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.

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

Security

Successful candidates must undergo a criminal record check.

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)
• 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

Working for the Civil Service

The Civil Service Code 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 .

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.

Diversity and Inclusion

The Civil Service is committed to attract, retain and invest in talent wherever it is found. To learn more please see the Civil Service People Plan and the Civil Service Diversity and Inclusion Strategy .

Apply and further information

This vacancy is part of the Great Place to Work for Veterans initiative.

The Civil Service welcomes applications from people who have recently left prison or have an unspent conviction. Read more about prison leaver recruitment (opens in new window).

Once this job has closed, the job advert will no longer be available. You may want to save a copy for your records.

Contact point for applicants
Job contact :

• Name : Abigail Holland
• Email :

Recruitment team

• Email :

Further information

If you feel your application has not been treated in accordance with the Recruitment Principles and you wish to make a complaint, in the first instance, you should contact Government Recruitment Services via email:

If you are not satisfied with the response you receive from the Department, you can contact the Civil Service Commission: Visit the Civil Service Commission website Here

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