About the GCS Profession
Our mission is to deliver exceptional public service communication that makes a difference.
People work in government communications because what we do matters. We explain the objectives and policies of the government of the day. We provide clarity and reassurance to the public at times of crisis. We support businesses to grow. We protect our environment. We help those in need to access support.
The Government Communication Service (GCS) is the professional body for all public service communicators working in government. Our GCS membership incorporates marketing, stakeholder engagement, internal communications, media, digital and social, and operational communications professionals. We collaborate across government with 25 ministerial departments, 21 non‑ministerial departments and more than 300 agencies in addition to other public bodies.
It's an exciting time to be a communications professional in government.
The Team
The New Media Unit (NMU) is part of the Government Communication Service (GCS) and sits within the Cabinet Office. Established in November 2024, the NMU exists to reach, connect and rebuild trust with audiences in the most effective way possible - delivering communications that are relevant, useful and authentic, when and where people want to receive them.
The NMU's Digital Strategy team uses research, data and behavioural insights to ensure an audience‑first approach across all activity. It sets the direction for creative and media outputs, and leads measurement and evaluation across the Unit.
The Role
We are looking for an experienced and technically skilled Insight and Analytics Lead to sit within the NMU's Strategy and Planning team. You will be the analytical engine behind the unit's insight and measurement capability, designing and delivering the data infrastructure, dashboards and analytical frameworks that ensure NMU campaigns are evidence‑led, optimised in real time, and rigorously evaluated.
This is an exciting opportunity to shape how the government uses data to communicate.
You will work closely with colleagues across the Strategy and Planning team and wider NMU, as well as across GCS and government departments to embed a culture of data‑driven decision‑making at the heart of digital communications.
You will be NMU’s subject‑matter expert in digital performance insights, marketing analytics and advertising technology integrations, leading these efforts through forward‑thinking innovation.
You will have the opportunity to have a real impact on HMG with outstanding data, analytics and technology solutions. This position reports to the Head of Audience and will join a highly collaborative team of professionals ranging from strategy and insight to campaign delivery and creative and production.
The successful candidate will be expected to:
* Lead the design, development and maintenance of campaign performance dashboards and reporting tools, providing timely and accurate data to inform decision‑making across the NMU.
* Build and manage data pipelines and analytics infrastructure to support audience segmentation, campaign tracking and evaluation across all digital channels.
* Oversee rigorous analysis of complex datasets: including social media, paid media, web analytics and research data to identify trends, patterns and actionable insights.
* Lead on the design and implementation of measurement and evaluation frameworks for NMU campaigns, including setting KPIs, defining metrics and producing post‑campaign analysis.
* Apply advanced statistical techniques (such as regression modelling, key driver analysis and multi‑variant testing) to optimise campaign performance and audience targeting.
* Work collaboratively with the Head of Strategy and Planning and the Head of Audience to translate analytical findings into clear, compelling narratives for senior stakeholders, including Ministers and No.10 teams.
* Work closely with agencies and external suppliers to ensure timely delivery of clear, actionable data sharing and insight reporting to inform our campaign analysis.
* Lead on the cross‑Government rollout of a single digital data analysis platform, working closely with departments, agencies and No10 to share findings and coordinate insight gathering.
* Producing and presenting reporting and insight presentations to colleagues, senior stakeholders and cross‑government to share learnings, inform decision making and optimise performance across government communications.
* Support audience segmentation work, developing data‑driven audience personas and profiles that inform creative and media strategy across the NMU.
* Engage with GCS data and analytics colleagues, the government's media buying agency and external tech platforms to drive innovation, share best practice and improve data standards.
* Ensure all data activity is conducted in line with data protection legislation, GDPR principles and GCS data handling guidelines, including completion of Data Protection Impact Assessments where required.
* Proactively horizon scan for new tools, techniques and technologies that could improve the NMU's analytical capability.
* Line manage and develop junior analyst resource within the team, supporting their professional growth and ensuring high‑quality analytical output.
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