Senior Insight Manager New Media Unit - Government Communication Service

Job summary

The Senior Insight Manager plays a critical role in shaping government communications, pulling out meaningful stories from performance data to help colleagues refine campaign strategies and messaging, and measure success.

Your work will make insights accessible for non-technical audiences, drawing conclusions from complex data and prescribing clear actions. You will assess the performance of digital campaigns, monitor audience behaviour, and identify opportunities to optimise engagement. Your expertise will ensure that government messaging reaches the right audiences in the most meaningful ways.

In this role you will be responsible for reporting on campaign performance, identifying learnings and insights, and ensuring they are built into the strategic development of the next wave of activity. You will be creative in looking for ways to systematise your analyses, to enable the swiftest reporting in the clearest terms. You will also drive and champion new and innovative ways of tracking and reporting insights across GCS.

Reporting into the Insight and Analytics Lead, you will play a key role in establishing the centre-of-excellence capabilities of the NMU, working closely with stakeholders across government departments to ensure knowledge is shared. This is a dynamic role that requires a mix of analytical expertise, strategic thinking, and a passion for data-driven storytelling.

Job description

• Analysing performance data to inform digital strategy and campaign planning. Interpreting data from multiple sources, including social media analytics, survey results, and audience research, to identify successes and opportunities for improvement.
• Monitoring and evaluating the success of campaigns with rigorous analysis. Presenting findings in a clear and compelling way to senior stakeholders, utilising data visualisation, and ensuring insights are actionable and accessible.
• Establishing reproducible analytical pipelines (RAP) in analysis, to enable more efficient and accurate reporting.
• Informing campaign strategies with evidence and insights. Setting key performance indicators (KPIs) to measure campaign effectiveness and impact.
• Collaborating with creative and marketing colleagues to develop messaging tailored to audience needs and preferences.
• Working with government departments and 10 Downing Street to share insights and support data-driven decision-making.
• Conducting research to identify audience insight on priority topics, drawing on published data, academic literature, cross-government research and other relevant sources to build a clear and up-to-date evidence base that informs NMU activity.
• Supporting and coordinating insight reporting across NMU activity, including maintaining reporting schedules, collating inputs from multiple sources, and ensuring timely delivery of performance summaries to relevant stakeholders.
• Keeping up-to-date with the latest tools, technologies, and trends in data analysis and audience segmentation.

Person specification

Skills/experience required

• Proven experience in analysing performance data and trends to inform strategies, ideally within digital or communications sectors.
• Proficiency in analytics tools such as Google Analytics, social media analytics platforms, and data visualisation software (e.g. Tableau, Power BI)
• Ability to translate complex data into actionable insights that drive campaign planning and execution.
• Strong understanding of audience segmentation, behavioural analysis, qualitative and quantitative market research techniques.
• Excellent presentation and communication skills, with the ability to explain data-driven insights to non-specialist audiences.
• Experience in establishing KPIs and evaluating the effectiveness of campaigns, with the ability to provide clear recommendations for optimisation.
• Strong organisational skills with experience coordinating reporting across multiple workstreams, managing timelines and ensuring outputs are delivered to schedule.
• Experience collaborating with multiple internal stakeholders and external agencies to ensure we are maximising our reporting capability and integrating insights into our strategies.
• A strong interest in digital trends and emerging audience behaviours, with the ability to adapt insights to a fast-changing media landscape.
• A creative approach to problem-solving at pace.
• A willingness and excitement to learn new skills that will help make analysis quicker, easier and more accessible to a wider audience within the government.

Desirable

• Experience coding in R or Python, or similar tools, for data analysis.
• Experience in public sector or government communications.
• Experience drafting qualitative research materials such as discussion guides, screeners or topic guides for focus groups or depth interviews.
• Background in statistics, data analysis, data science, communications, marketing, or a related field.

Additional information:

Cabinet Office policy is that a minimum 60% of your working time should be spent at your principal workplace. For some roles, due to their nature and the business need, this may be up to 100%. Requirements to attend other locations for official business will also count towards this level of attendance.

Behaviours

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

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

Technical skills

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

• Communicating insight
• a 5-10 minute presentation,

Benefits

Alongside your salary of £45,292, Cabinet Office contributes

£13,121 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 Civil Service Pension which provides an attractive pension, benefits for dependants and employer contributions of 28.97%.
• A minimum of 25 days of paid annual leave, increasing by one day per year up to a maximum of 30.

Things you need to know

Artificial intelligence

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 candidate guidance (opens in a new window) for more information on appropriate and inappropriate use.

Selection process details

This vacancy is using Success Profiles (opens in a new window) , and will assess your Behaviours, Experience and Technical skills.

Application process

For your application, you will need to submit a 500-word personal statement, using the information in the job description. Please outline what makes you a suitable candidate for the role. You will also be asked to submit your CV outlining your career history and any relevant qualifications.

Should a large number of applications be received, an initial sift may be undertaken using the employment history section of your CV.

Selection process

If invited to interview you will be assessed on the following:

• Behaviours
• Communicating and Influencing
• Changing and Improving
• Delivering at Pace
• Technical Skill • Communicating insight
• A 5-10 minute presentation
• Your CV

• Expected timeline (subject to change)
• Expected sift date – tbc
• Expected interview date/s – tbc

Interview location - Your interview will either be conducted face to face or by video. You will be notified of the location if you are selected for interview.

Further Information

A reserve list may be held for a period of 12 months from which further appointments can be made.

Any move to Cabinet Office from another employer will mean you can no longer access childcare vouchers. This includes moves between government departments. You may however be eligible for other government schemes, including Tax Free Childcare; for further information visit the Childcare Choices website .

If successful and transferring from another Government Department a criminal record check may be carried out.

In order to process applications without delay, we will be sending a Criminal Record Check to Disclosure and Barring Service on your behalf.

However, we recognise in exceptional circumstances some candidates will want to send their completed forms direct. If you will be doing this, please advise Government Recruitment Service of your intention by emailing Pre-EmploymentChecks.grs@cabinetoffice.gov.uk stating the job reference number in the subject heading.

Please note that this role requires SC clearance, which would normally need 5 years’ UK residency in the past 5 years. This is not an absolute requirement, but supplementary checks may be needed where individuals have not lived in the UK for that period. This may mean your security clearance (and therefore your appointment) will take longer or, in some cases, not be possible.

For further information on National Security Vetting please visit the Demystifying Vetting website .

New entrants are expected to join on the minimum of the pay band.

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.

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

Reasonable Adjustment

If a person with disabilities is put at a substantial disadvantage compared to a non-disabled person, we have a duty to make reasonable changes to our processes.

If you need a change to be made so that you can make your application, you should:

Contact Government Recruitment Service via cabinetofficerecruitment.grs@cabinetoffice.gov.uk as soon as possible before the closing date to discuss your needs.

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

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

Please note terms and conditions are attached. Please take time to read the document to determine how these may affect you.

Feedback

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

Security

Successful candidates must undergo a basic (or equivalent) criminal record check.

Successful candidates must meet the security requirements before they can be appointed. The level of security needed is security check (opens in a new window) .

See our vetting charter (opens in a new window) .

People working with government assets must complete baseline personnel security standard (opens in new window) checks.

Nationality requirements

This job is broadly open t