Location: Belfast Regional Centre - Erskine House, Birmingham Regional Centre - Arena Central, Bristol Regional Centre - 3 Glass Wharf, Cardiff Regional Centre - Ty William Morgan, Edinburgh Regional Centre - Queen Elizabeth House, Glasgow Regional Centre - Atlantic Square, Leeds Regional Centre - Wellington Place, Liverpool Regional Centre - Water Street, Manchester Regional Centre - Three New Bailey, Newcastle Upon Tyne - Benton Park View, Nottingham Regional Centre - Unity Square, Portsmouth - Lynx House, Preston - St Marys House. Job summary Discover a career in your hands at HMRC. Whether you're seeking purpose, growth, or a workplace that gives you a true sense of belonging, hear from some of our employees as they share their story about what its really like to work at HMRC. HMRC is one of the UKs largest government departments and one of the countrys biggest organisations. Almost every individual and business in the country is a direct customer of HMRC. We collect more than £500 billion a year in revenue from over 50 million of our customers across the UK. HMRC Communications delivers professional communications and has one of the largest and busiest teams in government. Were recognised and respected as running one of the top Campaign and Digital Communications operations in Whitehall. We are creative, fast-working and encourage collaboration. With a big job to do, youll be joining a strong, motivated communications team. No other department touches the lives of so many people. Diverse perspectives and experiences are critical to our success, and we welcome applications from all people from all backgrounds with the experience and skills needed to perform this role. Job description Were looking for an exceptional Digital Search and SEO Marketing Expert to revolutionise how the British public discovers and engages with HMRC's critical information, campaign and digital content. This strategic leadership role will be pivotal in enhancing our digital visibility and ensuring taxpayers can easily find the support, guidance, and resources they need. The successful candidate will develop a holistic, always-on search strategy (SEO and Paid Search) that spans across all campaigns and ensures an always on, optimal customer access to information. This includes optimisation, evaluation, and collaboration with internal digital teams and external agencies. Develop holistic always on strategy for Search that goes beyond the traditional search engines and considers places where customers search for data (including blogs, YouTube, etc.) Serve as a subject matter expert in search strategies, encompassing both Paid Search and SEO, to optimise how HMRC customers discover and access information and support resources. Drive continuous improvement in search performance through data analysis, testing, and implementation of best practices. Person specification Develop and implement sophisticated multi-channel search strategies integrating SEO, AEO (Answer Engine Optimization), and GEO (Geo-targeted Engine Optimization) Maximise digital discoverability of HMRC's public information, support resources, and critical campaign content, in the places that our wide range of audiences are. Create data-driven search marketing approaches that improve public access to government services. Foster close collaboration with Digital Communications, Guidance, Government Digital Service (GDS) and portfolio teams to ensure cohesive and impactful best practice and continuous improvement and innovation. Work seamlessly with the Digital Communications and Guidance team to align search strategies with overall communication objectives. Collaborate closely with Digital communication teams to develop integrated search marketing approaches that amplify campaign messaging and reach. Provide strategic insights and performance data to support cross-departmental communication and marketing initiatives. Develop collaborative workflows that ensure consistent messaging and maximum digital visibility across all HMRC digital platforms. Essential Criteria Advanced paid search marketing experience in complex, content-rich environments. Proven track record of developing sophisticated search strategies including PPC campaign management, across Google Ads, Bing Ads, and other new and emerging platforms, including AI-driven search algorithms. Deep understanding of SEO, AEO, and GEO optimization techniques. Advanced analytics skills with demonstrable experience in Google Analytics, Google Tag Manager, and search performance measurement. Excellent interpersonal and communication skills with proven ability to collaborate effectively across multidisciplinary teams. Proficiency in data visualisation, digital storytelling and performance reporting, including translating digital marketing insights for non-technical audiences and producing clear, shareable reports for cross-functional teams. Ability to develop nuanced search strategies that balance public information accessibility with government communication guidelines. Expert-level keyword research skills with ability to identify user intent across diverse demographic segments. Comprehensive understanding of digital marketing compliance requirements in public sector communications. Desirable Criteria Previous experience in gov or public sector or digital marketing. Qualifications in digital marketing, comms or related field. Certification in Google Ads, Google Analytics, or equivalent professional digital marketing credentials. Experience with accessibility-focused digital communication strategies. Behaviours We'll assess you against these behaviours during the selection process: Changing and Improving Communicating and Influencing Delivering at Pace Benefits Alongside your salary of £44,110, HM Revenue and Customs contributes £12,778 towards you being a member of the Civil Service Defined Benefit Pension scheme.Find out what benefits a Civil Service Pension provides. HMRC operates both Flexible and Hybrid Working policies, allowing you to balance your work and personal commitments.We welcome applications from those who need to work a more flexible arrangement and will agree to requests where possible, considering our operational and customer service needs. We offer a generous leave allowance, starting at 25 days and increasing by a day for every year of qualifying service up to a maximum of 30 days. Pension - We make contributions to our colleagues Alpha pension equal to at least 28.97% of their salary. Family friendly policies. Personal support. Coaching and development. How to Apply As part of the application process, you will be asked to provide the following: A name-blind CV including your job history, qualifications and previous experiences. Your CV should cover your job history and will be scored against the roles and responsibilities outlined in the advert. A 500-word Personal Statement. Your Personal Statement should be used to describe how your skills and experience would be suitable for the advertised role, making reference to the essential criteria and Person Specification outlined in the advert. Please complete a separate statement (Max 250 words) for the Desirable Criteria where applicable. This is not essential for the role but may be considered by the vacancy-holder where candidates have the same scores at sift or interview. Sift In the event of a large number of applications being received, an initial sift may be held on the CV. At full sift your CV and your Personal Statement will be assessed, with the successful candidates being invited to interview. We may also raise the score required at any stage of the process if we receive a high number of applications. Interview During the panel interview, your experience will be assessed and you will be asked behaviour-based questions to explore in detail what you are capable of. Candidates who are invited to interview will be asked to complete a short exercise to demonstrate some of the technical skills required for the role. Full details will be provided in advance. Interviews will take place via video link. Sift and interview dates to be confirmed. ADZN1_UKTJ