About The Role

The Senior Digital Strategy Manager is a key member of the Digital Communications team, responsible for shaping and delivering the Mayor of London and Greater London Authority’s digital communications programme. You’ll 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.

Principal Accountabilities

• Advise on developing and delivering the Mayor of London and City Hall’s digital communications strategies across social media, email, digital advertising, web, video, photography and emerging channels, with a particular focus on paid media.
• Write, design, test and optimise paid digital adverts as part of day-to-day campaign delivery, using behavioural insights and psychology principles to craft persuasive messaging and creative.
• Lead the day-to-day digital newsroom for the Mayor of London and City Hall, ensuring timely, engaging and responsive content.
• Work closely with the Marketing Campaigns team to ensure digital channels are integrated into wider marketing activity, providing 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, acting as organisational lead and Mailchimp guardian, providing training, guidance and hands-on support to ensure effective and consistent use.
• Collaborate with the Senior Paid Media Manager on financial management and documentation for digital communications activity, including procurement, contract oversight, budget tracking, and preparation of formal decision forms, ensuring accuracy, compliance, and value for money.
• Collaborate with the digital team to ensure public-facing digital products and user journeys are optimised, engaging, and integrated into broader communications and marketing activity.
• Lead on planning and implementing data capture initiatives, working with stakeholders to embed data capture in engagement strategy.
• Develop best practice guidance and deliver training and support packages to build digital communications capability across the organisation.
• Manage relationships with City Hall staff including the Mayor’s Office, senior staff, and policy leads.
• Deputise for the Deputy Head of Digital Communications at meetings with senior external and internal stakeholders, including the Mayor’s Office.
• Support the Digital Performance Analyst in monitoring performance and using data and insights to drive continuous improvement.
• Assist with scoping, procurement and management of digital tools, ensuring they meet user needs, represent value for money, and maintain strong relationships with external suppliers.

Technical Requirements / Experience / Qualifications

• Significant experience using social media and email as part of digital communications and marketing initiatives, with a strong track record in scoping, planning, delivering and evaluating campaigns.
• Significant experience planning, managing, executing and optimising paid social media advertising across platforms such as Facebook, Instagram, Snapchat, YouTube and Google, with understanding of campaign objectives, targeting strategies and creative development.
• Strong understanding of audience psychology, behavioural science principles, and how to apply them to influence behaviours through digital content and advertising.
• Experience developing and delivering email marketing strategies using tools such as Mailchimp (or similar), including audience segmentation, A/B testing, automation, and performance analysis.
• Experience working in high-pressure, fast-paced and politically sensitive environments (e.g., non-profits, campaigns, political offices or news/media organisations).
• Significant experience delivering integrated campaigns that combine email, social media, and paid advertising to drive engagement and action.
• Excellent communicator with the ability to build strong relationships, influence stakeholders and gain buy‑in to new approaches. Strong copywriting and editing skills with solid tone, messaging, and persuasive writing.
• Good creative eye and working knowledge of design tools such as Photoshop or Canva is desirable.
• Line-management experience with the ability to support and develop colleagues and contribute to a high-performing team.

Application Information

This role is based at City Hall, in the Royal Docks (Kamal Chunchie Way, London, E16 1ZE). GLA staff are hybrid working up to 3 days a week in offices and remotely depending on the role. You will need to split time between home working and coming into the office.

London's diversity is its biggest asset. We strive to ensure our workforce reflects London's diversity at all levels and 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 currently underrepresented in our workforce. We are committed to being an inclusive employer and are open to flexible working arrangements, including part-time or job-share options.

In addition to a good salary package, we offer a range of benefits including 30 days annual leave, an interest-free season ticket loan, an interest-free bicycle loan, and a career-average pension scheme.

We will make every effort to give you as much notice as possible; however, some interviews/assessments could be organised at short notice. We may close this advert early if we receive a high volume of suitable applications.

To apply, please submit via our online recruitment system. CVs alone are not accepted; please upload a personal statement (max 1500 words) addressing the technical requirements and competencies. Word or PDF format preferred and do not include photographs or images.