Senior Campaigns Manager

Job summary

The Department for Work and Pensions (DWP) is recruiting for Senior Campaigns Managers to be part of our supportive and high-performing marketing and social media team. You will be helping to shape communications across DWP owned channels and across broader paid communications, including breaking press stories.

The work of the DWP makes a difference to the lives of millions of people across the country – from supporting low-income households and helping people to start or return to work via our national network of Jobcentres, enacting policy to improve the lives of disabled people and ensuring pension savers are protected from unscrupulous scammers.

To succeed in the role, you will have creative campaigns experience, the ability to think strategically, excellent interpersonal skills, and an aptitude for digesting complex information and explaining it in plain English.

We are a close-knit team that collaborates with the press, external affairs, visits and internal comms teams, as well as private offices, policy and frontline colleagues.

This post will be based in Sheffield or Leeds.

If this sounds like the right fit for you, we would love to hear from you!

Job description

As a Senior Campaigns Manager, you will:

• Manage the development of innovative, impactful paid and low/no cost communications strategies, based on data, evidence and an audience-first approach.
• Develop a strong understanding of audience insights and how these can drive behaviour change. Be an audience champion and serve as a subject matter expert for campaign policy areas.
• Use strategic thinking to translate business objectives into actionable marketing plans, creating clarity from ambiguity.
• Manage external agencies and build positive relationships with external and internal stakeholders, to develop and implement multi-channel, paid and no-cost marketing campaigns. Ensure that our work is cost effective, high quality and represents good value for the taxpayer.
• Manage the development of creative and content across campaigns, including message development for a full range of channels.
• Prioritise campaign evaluation, including consistent optimisation and improvements to delivery.
• Proactively seek opportunities for innovation, continuous challenge and improvement, and make recommendations to senior leaders.
• Deliver effective team leadership, line management and coaching; helping shape culture by championing our team vision, driving positive ways of working and inclusivity, whilst pushing forward continuous development of colleagues.

Person specification

Experience Criteria for the Role

Candidates for this role must be able to demonstrate that they can meet the following experience criteria:

• A proven track record of developing impactful marketing strategies for complex briefs, based on evidence and audience insight and translating these into integrated multi-channel marketing campaigns.
• Experience of media planning and buying, with a focus on value for money, quality and innovation to reach and engage complex and hard-to-reach audiences.
• Strong experience in monitoring and evaluating campaign activity and developing recommendations to drive outcomes and maximise effectiveness.
• An inspiring and motivating leader, who can manage a successful team, as well as role modelling collaboration across teams.
• Experience of influencing senior colleagues and proactively providing recommendations to complex challenges, and engagement of colleagues to ensure continuous development.
• Experience of project management and techniques to deliver outcomes, including identifying risks and mitigations.

We will ensure that you are fully supported and can develop your career as a skilled communications professional. DWP is committed to creating an organisation and workforce which is as diverse as the customers we serve. As such, we welcome applications from all suitably qualified people regardless of gender, race, disability, age or sexual orientation.

Important information

Please note

If there are a high number of applications received, an initial sift may be undertaken based on the answer to the lead question in the written response (questions are on slide 9). Candidates who pass the initial sift may progress to a full sift or may go straight to interview.

DCS Criteria additional information

The benchmark for candidates to proceed to the next stage may also be raised. In line with our commitment to the Disability Confident Scheme (DCS), we aim to advance all candidates applying under the DCS who meet the minimum standard. However, we may only progress those candidates who best meet the required standards.

Hybrid Working

This role may be suitable for hybrid working, which is where an employee works part of the week in their DWP office and part of the week from home. This is a voluntary, non-contractual arrangement and your office will be your contractual place of work.

If a hybrid working arrangement is suitable for the role and for you, you will normally be required to spend a minimum of 60% of your contracted working hours from your DWP office.

If you have a disability, caring responsibilities, or other circumstances that may affect your ability to meet the minimum office attendance requirement, please discuss this with us using the contact details in this advert

Visa Information

We strongly recommend that applicants consult with an immigration specialist or qualified advisor to assess their eligibility for Visa Sponsorship before deciding to apply. Please note that while we consider sponsorship requests in accordance with current DWP guidance and Home Office policy, sponsorship cannot be guaranteed.

Due to legal considerations in this area, if you have questions about visas, please contact the VISA Sponsorship Team for assistance at visa.sponsorship@dwp.gov.uk.

Criminal record checks - sensitive applications route for transgender candidates

Disclosure and Barring Service (DBS) require that candidates going through criminal record checks are informed about their alternative application route. This gives candidates the option to notify DBS in confidence of any name and gender change.

We have added the following wording and link to the DBS personal information section of the candidate’s pre-employment checking forms:

If you’re transgender and do not want to share your previous gender identity, you can use the sensitive applications route

If a candidate chooses to follow this route, they will not need to provide their previous name on the DBS personal information page.

There are no changes to the questions asked on the page, and the candidate does not need to submit any proof of their change of name via Civil Service Jobs, as this will all be managed confidentially by DBS.

Technical skills

We'll assess you against these technical skills during the selection process:

• Describe a time when you delivered a complex, multi-channel marketing campaign leading a team of internal and agency colleagues (lead question)
• Describe a time when you used insight to develop a marketing strategy for a behaviour change campaign.
• Describe how you have used evaluation to drive change in a campaign approach.
• Describe a time you influenced senior colleagues or stakeholders to gain support for an innovative campaign approach.
• Insight
• Ideas
• Implementation
• Impact

We only ask for evidence of these technical skills on your application form:

• Describe a time when you delivered a complex, multi-channel marketing campaign leading a team of internal and agency colleagues (lead question)
• Describe a time when you used insight to develop a marketing strategy for a behaviour change campaign.
• Describe how you have used evaluation to drive change in a campaign approach.
• Describe a time you influenced senior colleagues or stakeholders to gain support for an innovative campaign approach.

Benefits

Alongside your salary of £50,487, Department for Work and Pensions contributes £14,626 towards you being a member of the Civil Service Defined Benefit Pension scheme. Find out what benefits a Civil Service Pension provides.

DWP have a broad benefits package built around your work-life balance which includes:

• Working patterns to support work/life balance such as job sharing, term-time working, flexi-time and compressed hours.
• Generous annual leave – at least 23 days on entry, increasing up to 30 days over time (pro–rata for part time employees), plus 9 days public and privilege leave.
• Support for financial wellbeing, including interest-free season ticket loans for travel, a cycle to work scheme and an employee discount scheme.
• Health and wellbeing support including our Employee Assistance Programme for specialist advice and counselling and the opportunity to join HASSRA a first-class programme of competitions, activities and benefits for its members (subscription payable monthly).
• Family friendly policies including enhanced maternity and shared parental leave pay after 1 year’s continuous service.
• Funded learning and development to support progress in your role and career. This includes industry recognised qualifications and accreditations, coaching, mentoring and talent development programmes.
• An inclusive and diverse environment with opportunities to join professional and interpersonal networks including Women’s Network, National Race Network, National Disability Network (THRIVE) and many more.

Things you need to know

Artificial intelligence

Artificial intelligence can be a useful tool to support your application, however, all examples and statements provided must be truthful, factually accurate and taken directly from your own experience. Where plagiarism has been identified (presenting the ideas and experiences of others, or generated by artificial intelligence, as your own) applications may be withdrawn and internal candidates may be subject to disciplinary action. Please see our candidate guidance (opens in a new window) for more information on appropriate and inappropriate use.

Selection process details

This vacancy is using Success Profiles (opens in a new window), and will assess your Experience and Technical skills.

Selection will be by a written sift, followed by a face-to-face interview in Leeds.

The Civil Service uses Success Profiles to assess candidates’, knowledge and skills. You will be assessed against experience and Government Communications Service (GCS) technical skills.

We’ll assess both what candidates are good at, as well as previous achievements to help us measure candidates’ experience and their potential. The assessment process comprises of a written application and for shortlisted candidates, a short scenario-based exercise and interview.

Written application

You’ll need to complete a CV and answer four questions when you apply. Your CV should set out your career history with key responsibilities and achievements. Your CV will not be scored.

The four questions shown under technical skills above (250 words each) will assess your experience.

The answers to your four questions will be assessed against the experience criteria set out on slide 5.

Please note – If there are a high number of applications received, an initial sift may be undertaken based on the lead question. Candidates who pass the initial sift may progress to a full sift or may go straight to interview.

Interview

A ‘blended’ interview lasting around 1 hour will test a mix of experience and GCS technical skills. The interview will be a mix of questions and a scenario-based exercise immediately prior to the interview.

It may help to use the WHO or STAR model to explain:

• What the task/ work was, How you approached the task/work/situation and what the Outcomes were, what did you achieve?
• Or What was the Situation? What were the Tasks? What Action did you take? What were the Results of your actions?

Shortlisted candidates will be invited to attend an interview. This will be a face-to-face interview in Leeds. The interview panel will be a minimum of two people.

Selection and Feedback

We will notify all candidates as soon as possible.

A reserve list will be held for up to 6 months, which we may also use to fill future similar vacancies.

Candidates should not resign from their current job until all appropriate checks have been successfully completed.

If you’re an existing civil servant and want to know more about transferring to another department, refer to your current department’s guidance on transfers within the civil service.

We’ll assess candidates against the following Success Profiles: Experience - GOV.UKExperience is the knowledge or mastery of an activity or subject by involvement or exposure to it.

For this professional communications role, you’ll also be tested against the following Government Communications Service (GCS) technical skillsat Senior Information officer (SIO)

• Insight
• Ideas
• Implementation
• Impact

Sift and Interview Dates:

Our anticipated timetable - which may be subject to change - is as follows:

• Shortlisting will take place commencing 26 January 2026
• Interviews will commence W/C 23rd February 2026
• Interviews will be held face-to-face. Further details will be provided if you are successful and shortlisted.
• To apply for this post please follow the instructions in this candidate pack or the job advert on Civil Service Jobs.
• Please submit your application no later than 23:55 26th January 2026

If you’re an existing Civil Servant and want to know more about transferring to another Department, refer to your current department’s guidance on transfers within the Civil Service.

Candidates should not resign from their current job until all appropriate checks have been successfully completed.

If you have questions about the role, DWP or the application process, please contact joanne.willis@dwp.gov.uk

Further Information​

At the Department for Work and Pensions (DWP) we value diversity and inclusion and actively encourage and welcome applications from everyone, including those that are underrepresented in our workforce.

Find out more about working for DWP on the DWP Careers Hub.

A reserve list may be held for a period of 6 months from which further appointments can be made.

If you are placed on a reserve list but we cannot immediately offer you a post, please note:

• If you are later offered the role you applied for, in a location you have expressed a preference for, and you decline the offer or are unable to take up the post within a reasonable timeframe you will be withdrawn from the campaign and removed from the reserve list, other than in exceptional circumstances (e.g. a contractual Part Time Working Pattern cannot be accommodated in the initial role offered or in cases of serious ill health).
• If DWP makes an offer of an alternative role or location to that which you originally applied for, and you decline that offer, you will be able to remain on the reserve list.

Disability Confident Scheme

If high application volumes are received, the benchmark for candidates to proceed to the next stage may be raised. In line with our commitment to the Disability Confident Scheme (DCS), we aim to advance all candidates applying under the DCS who meet the minimum standard. However, we may only progress those candidates who best meet the required standards.

Reasonable Adjustments

We consider visible and non-visible disabilities, neurodiversity or learning differences, chronic medical conditions, or mental ill health. Examples include dyslexia, epilepsy, autism, chronic fatigue, or schizophrenia.

If you need a change to be made so that you can make your application, you should contact the Government Recruitment Service via DWPRecruitment.grs@cabinetoffice.gov.uk as soon as possible before the closing date to discuss your needs.

Complete the “Reasonable Adjustments” section in the “Additional requirements” page of your application form to tell us what changes or help you might need further on in the recruitment process. For instance, you may need wheelchair access at interview, or if you’re deaf, a Language Service Professional.

If you are experiencing accessibility problems with any attachments on this advert, please contact the email address in the 'Contact point for applicants' section.

Integrity, plagiarism and Civil Service Principles

The Civil Service values honesty and integrity and expects all candidates to abide by these principles.

Please ensure that all examples provided in your application are taken directly from your own experience and that you describe the examples in your own words.

Examples of plagiarism can include:

• Presenting the work, ideas and experience of others as your own
• Copying content or answers from an online or published source that is not your own

Disclosure and Barring Service and Internal Fraud Database Checks

In order to process applications without delay, we will be sending a Criminal Record Check to Disclosure and Barring Service on your behalf.

However, we recognise in exceptional circumstances some candidates will want to send their completed forms direct. If you will be doing this, please advise Government Recruitment Service of your intention by emailing Pre-EmploymentChecks.grs@cabinetoffice.gov.uk stating the job reference number in the subject heading.

Applicants who are successful at interview will be, as part of pre-employment screening, subject to a check on the Internal Fraud Database (IFD). This check will provide information about employees who have been dismissed for fraud or dishonesty offences. This check also applies to employees who resign or otherwise leave before being dismissed for fraud or dishonesty had their employment continued. Any applicant’s details held on the IFD will be refused employment. A candidate is not eligible to apply for a role within the Civil Service if the application is made within a 5 year period following a dismissal for carrying out internal fraud against government.

If successful and transferring from another Government Department, a criminal record check will be carried out.

Important

New entrants are expected to join on the minimum of the pay band.

Before applying for this vacancy, current employees of DWP should check whether a successful application would result in changes to their terms & conditions of employment, e.g. mobility, pay, allowances. If you are a current employee and are successful you must be able to be released from your current post within four weeks.

Those on protected TUPE/ COSoP terms and conditions applying on promotion or voluntary permanent level move will adopt DWP’s Terms and Conditions and this may have a different impact on pay and allowances. Please review this prior to acceptance of a role.

Civil Servants that would transfer into DWP from other government organisations, following successful application, will assume DWP's terms & conditions of employment current on the day they are posted, unless DWP has stated otherwise in writing. Accepting a post will be taken to mean acceptance of revised terms & conditions.

Civil Servants applying on promotion will usually be appointed to the salary minimum or within 10% of existing salary.

Any move to DWP from another employer will mean you can no longer access childcare vouchers. This includes moves between government departments. You may, however, be eligible for other government schemes, including Tax Free Childcare. Determine your eligibility at the Childcare Choices Website.

Feedback

Feedback will only be provided if you attend an interview or assessment.

Security

Successful candidates must undergo a criminal record check.People working with government assets must complete baseline personnel security standard (opens in new window) checks.

Nationality requirements

This job is broadly open to the following groups:

• UK nationals
• nationals of the Republic of Ireland
• nationals of Commonwealth countries who have the right to work in the UK
• nationals of the EU, Switzerland, Norway, Iceland or Liechtenstein and family members of those nationalities with settled or pre-settled status under the European Union Settlement Scheme (EUSS) (opens in a new window)
• nationals of the EU, Switzerland, Norway, Iceland or Liechtenstein and family members of those nationalities who have made a valid application for settled or pre-settled status under the European Union Settlement Scheme (EUSS)
• individuals with limited leave to remain or indefinite leave to remain who were eligible to apply for EUSS on or before 31 December 2020
• Turkish nationals, and certain family members of Turkish nationals, who have accrued the right to work in the Civil Service

Further information on nationality requirements (opens in a new window)

Working for the Civil Service

The Civil Service Code (opens in a new window) sets out the standards of behaviour expected of civil servants.

We recruit by merit on the basis of fair and open competition, as outlined in the Civil Service Commission's recruitment principles (opens in a new window).The Civil Service embraces diversity and promotes equal opportunities. As such, we run a Disability Confident Scheme (DCS) for candidates with disabilities who meet the minimum selection criteria.The Civil Service also offers a Redeployment Interview Scheme to civil servants who are at risk of redundancy, and who meet the minimum requirements for the advertised vacancy.

Diversity and Inclusion

The Civil Service is committed to attract, retain and invest in talent wherever it is found. To learn more please see theCivil Service People Plan (opens in a new window) and the Civil Service Diversity and Inclusion Strategy (opens in a new window).

Apply and further information

This vacancy is part of the Great Place to Work for Veterans (opens in a new window) initiative.The Civil Service welcomes applications from people who have recently left prison or have an unspent conviction. Read more about prison leaver recruitment (opens in new window).Once this job has closed, the job advert will no longer be available. You may want to save a copy for your records.

Contact point for applicants

Job contact :

• Name : Joanne Willis
• Email : joanne.willis@dwp.gov.uk

Recruitment team

• Email : dwprecruitment.grs@cabinetoffice.gov.uk

Further information

Appointment to the Civil Service is governed by the Civil Service Commission’s Recruitment Principles. If you feel your application has not been treated in accordance with these principles and you wish to make a complaint, you should in the first instance contact DWP by email: HR.BUSINESSASSURANCE@DWP.GOV.UK.
If you are not satisfied with the response you receive from the Department, you can contact the Civil Service Commission. Click here to visit the Civil Service Commission.

Attachments

DWP Terms and Conditions January 2024 (2) Opens in new window (pdf, 60kB)Government-Communications-Professional-Competency-Framework (1) Opens in new window (pdf, 5307kB)Success-Profiles-Candidate-Overview Opens in new window (pdf, 635kB)Vac 438580 Senior Campaigns Manager Opens in new window (pdf, 1027kB)