Senior Insight Manager - 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
The Insight Manager plays a critical role in shaping effective government communications by analysing audience trends, data, and segmentation. This role supports the creation of evidence-based digital strategies and messaging frameworks, ensuring that campaigns are tailored, responsive, and impactful.
You will work closely with stakeholders across government departments, providing actionable insights derived from quantitative and qualitative data. 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 effective and meaningful ways.
In this role you will be responsible for establishing robust measurement and evaluation frameworks to report on campaign performance, identifying learnings and insights, and ensuring they are built into the strategic development of the next wave of activity.
You will also drive and champion new and innovative ways of tracking and reporting insights both within GCS as well as across mission teams and No10 Downing Street. You will play a key role in establishing the centre of excellence capabilities of the NMU.
This is a dynamic role that requires a mix of analytical expertise, strategic thinking, and a passion for data-driven decision-making.- Analysing audience trends, behaviours, and segmentation to inform digital strategy and campaign planning.
- Interpreting data from multiple sources, including social media analytics, survey results, and audience research, to identify actionable insights.
- Collaborating with creative and communications teams to develop messaging frameworks tailored to audience needs and preferences.
- Ensuring that all campaign strategies are informed by robust evidence and audience insights.
- Establishing key performance indicators (KPIs) to measure campaign effectiveness and impact.
- Monitoring and evaluating the success of campaigns, data analysis and visualisation, providing regular reports, and recommendations for improvement.
- Working with government departments and 10 Downing Street to share insights and support data-driven decision-making.
- Presenting findings in a clear and compelling way to senior stakeholders, ensuring insights are actionable and accessible.
- Keeping up-to-date with the latest tools, technologies, and trends in audience analysis and digital behaviour.
- Identifying new opportunities for engagement based on emerging audience patterns and insights.