Overview

Senior Paid Media Strategist role at Greater London Authority (GLA). The Senior Digital Strategy Manager is a key member of the Digital Communications team, responsible for shaping and delivering the Mayor of London and GLA’s digital communications programme. You will lead on paid media, email marketing, and broader digital strategy to extend our reach, deepen engagement, and connect Londoners with the work and impact of the Mayor and City Hall. This role ensures our digital communications are targeted, inclusive and effective: driving awareness, participation, and meaningful outcomes across the capital.

Responsibilities

• Advise on developing and delivering digital communications strategies across social media, email, digital advertising, web, video, photography and emerging channels, with a focus on paid media.
• Write, design, test and optimise paid digital adverts using behavioural insights and psychology principles to craft persuasive messaging and creative.
• Lead the Mayor of London and City Hall’s day-to-day digital newsroom, ensuring timely, engaging and responsive content.
• Work with the Marketing Campaigns team to integrate digital channels into wider marketing activity and provide expert advice on paid social strategy and delivery.
• Design and deliver a high-performing email marketing programme, including audience segmentation, user journeys, content strategy and testing; act as organisational lead for Mailchimp, providing training and hands-on support.
• Collaborate on financial management and documentation for digital activities, including procurement, contract oversight, budget tracking, and decision forms to ensure value for money.
• Optimise public-facing digital products and user journeys, integrating into broader communications and marketing activity.
• Plan and implement data capture initiatives and embed data capture in engagement strategy.
• Develop best practice guidance and deliver training to build digital communications capability across the organisation.
• Manage strong working relationships with City Hall staff including the Mayor’s Office; deputise for the Deputy Head of Digital Communications at meetings with senior stakeholders.
• Support the Digital Performance Analyst in monitoring performance and using data to drive continuous improvement.
• Assist with scoping, procurement and management of digital tools and maintain supplier relationships.

Qualifications / Technical Requirements

• Significant experience with social media and email as part of digital communications and marketing initiatives, including scoping, planning, delivery and evaluation of campaigns.
• Experience planning, managing, executing and optimising paid social advertising across platforms (Facebook, Instagram, Snapchat, YouTube, Google) with understanding of objectives, targeting and creative development.
• Strong understanding of audience psychology and behavioural science principles for influencing behaviours through digital content and advertising.
• Experience developing email marketing strategies using tools such as Mailchimp (or similar), including segmentation, automation, testing and performance analysis.
• Experience working in high-pressure, politically sensitive environments (non-profits, campaigns, political offices or news/media organisations).
• Experience delivering integrated campaigns combining email, social media and paid advertising to drive engagement and action.
• Excellent communication, relationship-building, and copywriting skills with tone and messaging awareness.
• Good creative eye and familiarity with design tools (e.g., Photoshop or Canva) is desirable.
• Line management experience and ability to develop colleagues and contribute to a high-performing team.

Application & Additional Information

GLA staff are hybrid workers up to 3 days a week in offices and remotely, depending on role. You will split time between home working and office. We welcome applications from everyone regardless of age, gender, gender identity, gender expression, ethnicity, sexual orientation, faith or disability. We particularly encourage applications from Black, Asian and Minority ethnic candidates and disabled candidates who are underrepresented.

We are committed to being an inclusive employer and welcome flexible working arrangements, including part-time or job share opportunities. In addition to a good salary package, benefits include 30 days’ annual leave, season ticket loan, bicycle loan, and a career average pension scheme.

We may close this advert early if we receive a high volume of suitable applications.

If you have a disability and need assistance submitting an online form, please contact resourcingteam@london.gov.uk.

Contacts

For questions about the role or informal discussions, contact Annika Iantosca at annika.iantosca@london.gov.uk.

Seniority level

• Mid-Senior level

Employment type

• Full-time

Job function

• Marketing and Sales

Industries

• Government Administration