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  4. Job Description: Digital Communications Officer – Digital Marketing Lead

Job Description: Digital Communications Officer – Digital Marketing Lead

Full Job Description

Responsible to

Digital Communications Manager 

Job Purpose

This is an exciting opportunity to play a key role in the Communications and Digital team. Working collaboratively across Sport Wales you will contribute to and deliver a digital communications plan that showcases the value of sport and supports the delivery of our strategy. 

Taking a lead role in digital marketing you will use your skills as a digital communications professional to manage the Sport Wales corporate website developing a long term plan to ensure that as Sport Wales evolves so does one of our most important communication channels. You will oversee all digital communications going out via a CRM tool as part of a co-ordinated approach to stakeholder engagement. You will ensure a consistent brand across all our digital marketing content and introduce new digital communications methods that allow Sport Wales to better engage with our many audiences and encourage people to think differently about sport. 

Working closely with the Campaigns and Events Manager you will be responsible for the execution and management of digital marketing campaigns with a particular focus on campaigns encouraging behaviour change. 

You will also work across the sector and with other partners identifying opportunities for Sport Wales to support and contribute to relevant campaigns. A new corporate website has just been launched with further phases planned over the coming years. You will lead on developing SEO optimised content and use analytics programmes to help inform how we can further develop the site to attract new users and best meet their needs.

You  will be as comfortable creating your own content as you are working with a digital creative agency to turn complex ideas into thought provoking stories. You will work across all areas of the business to improve the quality and consistency of our interactions with partners via a digital approach and consider how we can use digital marketing to best support the work of the sector. 

You will help staff across the organisation understand how to use digital tools to positively highlight the work of Sport Wales and our partners, providing training and mentoring on an ongoing basis. You will play a key role in a busy Communications and Digital department and will be expected to input on a wide range of projects using a range of communications methods, supporting colleagues where necessary.

Main Duties

To manage a digital marketing plan that supports the delivery of the Sport Wales strategy and encourages new audiences to engage with our channels. 

To support the development of a digital communications strategy that accurately reflects all areas of the business, with content that can be used across a variety of platforms and attracts new audiences to our channels. 

To maintain and further develop the Sport Wales corporate website in line with a wider approach to digital transformation developing SEO optimised content and opportunities to better meet the needs of our users. 

To work across the organisation proactively looking for new ideas for content and taking those ideas and producing quality content in house and handling relevant media enquiries. 

To work across the organisation to ensure a co-ordinated approach to stakeholder engagement using a CRM system to provide accurate, relevant, engaging digital material. 

To manage creative agencies on key Sport Wales projects and ensure they deliver accurate, thought provoking digital content. 

To support the delivery of communications campaigns and events, taking a lead where digital marketing is identified as a priority. 

To work with the Insight team to translate complex insight and data into content that will encourage people to think differently about sport and Sport Wales. 

To produce copy and other content for the Sport Wales website and other digital platforms as required. 

To identify opportunities to collaborate with organisations and individuals on digital marketing campaigns. 

To monitor and identify issues that have the potential to cause significant reputational damage and where necessary take a lead in managing them on strategic and tactical levels. 

To work across the sector offering support and advice to communications professionals and help the sector understand the important role communications can play.

To take part in an on call rota offering communications support out of hours. 

Fulfil responsibilities which contribute to delivering an exemplary service for Sport Wales in respect of our statutory duties, including Well-being of Future Generations (Wales), Equality, Information Security, Risk Management, Welsh Language, Safeguarding, Financial Regulation and Health, Safety & Environment. 

Work flexibly, performing any other duties as required, where relevant to the post and appropriate to the grade.

Our Values

Our approach to enabling sport in Wales to thrive is evolving. 

We are committed to continually challenging ourselves to: 

Learn Together - Constantly exploring, testing and reviewing.

Deliver Together - Sharing outcomes, nurturing open and honest relationships, providing robust feedback, constantly improving performance.

Celebrate Together - Recognising our shared successes through effective partners. 

We do this by: 

Acting with Integrity - Understanding and Respecting each other’s culture and values. Promoting equality and diversity .

Adding Value - Ensuring the optimum mix of support, challenge, investment, skills and expertise to achieve our shared outcomes. 

Encouraging Innovation - Welcoming new ideas and approaches and supporting ambition and fresh thinking. Not being afraid to feel uncomfortable.

Person Specification

Area of FocusEssential RequirementsDesirable Requirements

Degree in Communications, Marketing or a related subject.


Evidence of continuous professional development (further qualification preferable).


Significant experience within a Communications or Marketing team 2 years minimum experience in a digital communications role. 


Experience of managing a digital marketing plan on behalf of an organisation Experience of using a range of CRM systems.


Experience of developing and implementing training programmes to increase confidence in digital technology.


Expert knowledge of a creating SEO-optimised content, PPC, email marketing and tracking and analysing metrics that affect website traffic.


Experience of filming and editing videos to produce high quality content in a professional capacity.


Experience of using a range of CMS platforms.

Experience of sport sector.


Knowledge and understanding of behavior change approaches and the role of digital communications.


Experience of working with UK media.


Experience of managing creative agencies. 


Contacts within the digital creative industry.

Skills, Aptitudes & Abilities

Excellent communication skills both written and oral.


Ability to produce succinct, engaging and accurate content for different audiences.


Ability to translate strategic intent into operational delivery.


Able to handle confidential data and information sensitively.


Able to organise own work and effectively plan, schedule and prioritise tasks.


Ability to use a range of CRM systems.


Ability to use a range to digital communications tools including facebook, twitter, Instagram.


Ability to produce high quality digital content for a range of platforms.


Ability to translate complex data into compelling stories.


IT skills, including excellent working knowledge of a range of CMS platforms.


Influencing/negotiating skills.


Ability to work under pressure and to meet deadlines.


Flexible approach to working hours.

Ability to communicate in Welsh, both written and spoken.
Special Circumstances

Able to work flexibly including out of normal office hours and participate in on call rotas. 


Able to travel as required.