Creator Strategy Lead - GCS New Media Unit

The New Media Unit

The New Media Unit (NMU) is part of the Government Communication Service (GCS) and sits within the Cabinet Office. The NMU was established in November 2024 with the clear goal to reach, connect and rebuild trust with audiences in the most effective way possible.

Our aim is to provide the public with relevant, useful and authentic content when and where they want to receive it and communicate in an entirely new way.

This is a really exciting time to be joining the NMU as we look to expand our activity, test and learn different approaches and deliver communications which make a difference to people’s lives. This is a rare chance to be part of something truly groundbreaking, where your ideas will directly influence the future of digital communications at the heart of government.

The Team

Digital Campaigns - these staff collaborate on insight and strategy, and create a digital marketing plan to deliver the agreed campaign objectives, through collaborating with GCS, No.10, external partners, creators and influencers, agencies and media owners.

The Role

As the Creator Strategy Lead in the New Media Unit, you will drive the development and execution of influencer and creator marketing strategies that support the government’s communication priorities. Working closely with government departments and 10 Downing Street, you will create long-term, innovative strategies to engage diverse UK audiences and amplify key government initiatives.

Your role will involve collaborating with internal creative, digital, and strategy teams to deliver integrated, data-driven campaigns. You will manage campaign budgets, track performance, and provide insights to optimise reach and ROI. This is an exciting opportunity for a creative and results-focused strategist with a passion for influencer marketing and a strong understanding of the digital landscape.

• Develop innovative and creative influencer partnerships to engage target audiences and drive impact.
• Liaise with No 10 and government departments to align influencer campaigns with government priorities and key initiatives.
• Manage and allocate campaign budgets effectively, ensuring maximum ROI, and adjusting allocations based on performance and strategic priorities.
• Coordinate the execution of influencer campaigns from concept to delivery, ensuring timelines and goals are met.
• Monitor and analyse campaign performance, using data insights to optimise reach, engagement, and ROI.
• Report on campaign results and impact, presenting insights to key stakeholders, and providing recommendations for future improvements.
• Foster strong relationships with No.10, key influencers, agencies, and external stakeholders.
• Work collaboratively with internal content, strategy, and campaign teams to ensure consistency and effectiveness across all media channels.
• Stay ahead of industry trends, new advertising technologies, and best practices to enhance campaign effectiveness.
• Identify opportunities to leverage emerging platforms and innovative targeting methods to reach diverse audiences more effectively.
• Provide ongoing insights and recommendations to optimise future influencer strategies and tactics.
• Ensure all influencer and creator campaigns comply with legal guidelines and government standards.