Digital 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 Strategy - this team uses research, data and behavioural insights to ensure an audience-first approach to all our activity. This team is responsible for setting the direction for the creative and media outputs of the New Media Unit, and for the measurement and evaluation of all our activity.
The Role
As a Digital Strategist within the New Media Unit, you will play a crucial role in supporting the UK government’s long-term goals of increasing public understanding, trust, and confidence in its work.
In this role you will be responsible for developing digital-first programmes to communicate, support and build public confidence in the government’s missions and milestones. You will do this by using research, data and behavioural insights developed in partnership with GCS and cross government strategy and insight teams to identify barriers to audience understanding and action, and how to overcome them.
You will work collaboratively with government departments, mission groups and 10 Downing Street to prioritise and align activity, design and implement insight-driven strategies, and translate complex information into engaging digital content that informs, explains and inspires the public.
In partnership with your Insight colleagues you will establish robust measurement and evaluation frameworks to report on campaign performance, identify learnings and insights, and apply them to the next wave of activity.
With a focus on maximising reach and impact, you will help the New Media Unit stay at the forefront of digital engagement by applying best practices and adopting new trends to support effective communication with citizens.
As a Digital Strategist, your key responsibilities will include:
- Creating digital communication strategies that support government priorities, focusing on increasing understanding, trust, and public engagement.
- Setting campaign goals, target audiences, and measurable outcomes, ensuring alignment with wider government communication objectives.
- Working closely with teams in government departments and 10 Downing Street to align digital plans with broader policy and communication strategies.
- Advising departments on effective use of digital channels and supporting them to produce consistent, citizen-focused messaging.
- Using data insights to shape and optimise digital strategies, ensuring campaigns are tailored to audience needs and deliver measurable results.
- Monitoring key performance indicators, analysing campaign performance metrics, and using findings to inform future strategies.
- Supporting content planning and creation to ensure digital messaging is clear, engaging, and accessible to a wide audience.
- Working with content teams to integrate digital plans across channels, helping ensure consistency and relevance.
- Staying informed of digital trends and emerging technologies to identify new opportunities for public engagement.
- Recommending and piloting innovative approaches to enhance digital communication, promoting transparency and inclusivity.