Job Description
This is a fixed-term opportunity.
Duration: 3 years
Organisation
Hybu Cig Cymru – Meat Promotion Wales (HCC) is the strategic body responsible for the development, promotion and marketing of Welsh red meat. Its mission is to support the development of a profitable, efficient, sustainable and innovative Welsh red meat industry, which responds competitively to ever changing market trends. The organisation employs around 25 staff within the parent body, with an additional 25–30 staff employed by our subsidiary company. Both entities operate bilingually and in close partnership with stakeholders across the agricultural, food and public policy sectors. As a Welsh public body, we are committed to promoting equality, diversity and the Welsh language, and to maintaining the highest standards of governance, workforce wellbeing and organisational culture.
Post overview
HCC’s strategic action plan Red Meat Industry Vision: Delivering Value for Wales, published in March 2026, outlines the levy body’s priorities up until 2030. Three focus priorities have been identified to support HCC’s mission of leading and supporting the Welsh red meat industry to increase its market presence, economic resilience and global competitiveness, whilst also striving to have a positive environmental impact.
This post has been developed specifically to assist in the delivery of Priority 2 - develop and lead the implementation of initiatives that improve economic and environmental sustainability. The post holder will contribute to the undertaking of relevant work associated with delivery of this organisational core activity. The post holder will work closely with members of the Industry Efficiency and Sustainability team and with external bodies including Welsh Government, the devolved levy bodies, livestock industry bodies, farmers, processors and farming unions. HCC’s aim is to develop profitable and sustainable markets for Welsh red meat for the benefit of all stakeholders in the supply chain.
The Engagement Officer will undertake work which accelerates uptake and adoption of programmes and practices that informs improvement in farm business efficiency and performance and supports the red meat industry to realise the potential throughout the supply chain. The post holder will play a key role in supporting the delivery of the Welsh Sheep Genetics Programme by increasing participation from breeding flock farmers and promoting the uptake of performance recorded rams among commercial sheep producers across Wales.
The role will combine stakeholder engagement, marketing, and communications to drive behavioural change and improve genetic performance within the Welsh sheep sector, alongside being delegated to undertake activities in order that organisational imperatives, measurements and outcomes are achieved and delivered within budget.
Principal accountabilities and responsibilities
Stakeholder Engagement & Recruitment:
· Proactively engage with sheep farmers, breeders, and industry stakeholders to promote the benefits of the programme.
· Recruit new breeding flock farmers into the Welsh Sheep Genetics Programme.
· Build and maintain strong relationships with farming unions, breed societies, levy payers, and industry partners.
· Represent the programme at agricultural events, shows, meetings, and discussion groups.
Promotion of Performance Recorded Rams:
· Encourage commercial flock owners to purchase and use performance recorded rams.
· Clearly communicate the economic, environmental, and productivity benefits of genetic improvement.
· Support farmers in understanding Estimated Breeding Values (EBVs) and other performance data.
Marketing & Communications:
· Develop and deliver targeted marketing campaigns to increase programme awareness and participation.
· Produce engaging content across multiple channels (social media, newsletters, case studies, press releases, website content).
· Work closely with HCC’s communications team to ensure consistent messaging and branding whilst complimenting the broader marketing and communications goals
· Identify and engage with influencers who align with the target audience and project scope including handling influencer partnerships, content planning, and feedback provision.
· Gather and share farmer success stories and best practice examples.
Knowledge Transfer & Support
· Collaborate with knowledge exchange function of Farming Connect to organise and deliver workshops and farm events.
· Work with Farming Connect and WSGP contractors to provide practical guidance and signposting to relevant tools, services, and resources.
· Collaborate with technical specialists to ensure accurate and accessible messaging.
Monitoring & Reporting
· Track engagement activities and recruitment progress against targets.
· Collect feedback from stakeholders to inform programme improvements.
· Prepare regular reports on outcomes, challenges, and impact.
Essential Criteria
* Educated to degree level.
* Strong understanding and knowledge or experience of the livestock industry, project delivery and / or supply chains.
* Experience in stakeholder engagement, marketing, or communications roles.
* Excellent interpersonal skills - enthusiasm and drive.
* Excellent communication skills (written and verbal), with the ability to influence and build trust with farmers.
* Experience in relation to the creation of articles and communication materials.
* Evidence of building effective working relationships. Highly numerate and I.T. literate.
* Self-motivated, organised with attention to detail and able to work Knowledge of sheep production systems.
* Knowledge of livestock genetics and performance recording (e.g. EBVs).
* The ability to communicate in Welsh (desirable but not essential).
* Experience working with breeding programmes, levy bodies, academic partners, research institutions or agricultural initiatives.
* Experience of producing / disseminating information in a variety of formats to include digital and social media
* Experience of attending external meetings on behalf of an organisation.
* Excellent presentation skills.
* A full current valid driving licence and willingness to travel extensively across Wales
* Passion for the Welsh red meat sector and its future sustainability.
* Confident and approachable, with the ability to engage diverse audiences.
* Proactive and results-driven, with a focus on achieving measurable impact.
* Adaptable and collaborative team player.
Key Performance Indicators
* Number of new breeding flocks recruited into the programme.
* Increased uptake of performance recorded rams by commercial flocks.
* Engagement levels across events, campaigns, and communications channels.
* Stakeholder satisfaction and feedback
Desirable Criteria
* Technical or professional qualifications.
* Knowledge of sheep production systems.
* Knowledge of livestock genetics and performance recording (e.g. EBVs).
* The ability to communicate in Welsh (desirable but not essential).
* Experience working with breeding programmes, levy bodies, academic partners, research institutions or agricultural initiatives.
* Experience of producing / disseminating information in a variety of formats to include digital and social media
* Experience of attending external meetings on behalf of an organisation.
* Familiarity with Welsh farming systems and industry networks.
Additional Information:
* The role will involve regular travel and occasional evening/weekend work aligned with farming calendars and events.
* Training and development opportunities will be provided, particularly in genetics and technical aspects of the programme.