Deputy Director, Impact and Channel Reach (Marketing, Creative and International)

This is an exceptional leadership opportunity for a senior communications professional to shape how BIST markets itself, domestically and globally, and how it tells its story creatively across every channel and touchpoint.

As Deputy Director for Creative and Channel Impact (Marketing, Creative and International), you will lead four specialist teams: Domestic Marketing, Creative and Studio, Science and Innovation (interim) and Global Campaigns, responsible for the full arc of BIST's marketing and creative output. From insight-driven domestic campaigns that drive business behaviour change, to flagship international campaigns promoting the UK as a world-class destination for trade and investment, to the creative vision that binds it all together.

You will be a full and active member of the Communications and Marketing Senior Leadership Team, sharing collective responsibility for the performance of the whole directorate and the success of our integrated campaign model. You will serve as Senior Responsible Officer for one of BIST's four priority campaigns, working closely with a multidisciplinary team to deliver against long-term objectives.

This role demands someone who combines deep marketing expertise with sharp strategic instinct, creative ambition, and strong political awareness. You will be comfortable operating at pace and under pressure, and you will bring the credibility and judgement to be a trusted adviser at the most senior levels of the department.

Success Measures

• A high-performing, integrated marketing and creative function recognised across government for its impact, innovation, and professional standards
• Domestic campaigns that demonstrably drive business behaviour change and support the growth mission
• A coherent, compelling UK brand presence internationally, delivering measurable ROI on global campaign investment
• A motivated, inclusive team with strong capability, clear development pathways, and a culture of creative excellence
• Strong cross-government collaboration and shared creative and campaign standards
• Efficient use of resources with measurable creative and business impact

Candidate Information Call

The hiring manager for this position; Laura Dolphin, will be hosting a virtual call for any interested applicants to discuss the role and answer any questions. Please note this is not part of the formal assessment process.

This will be held via Microsoft Teams on 16/09/2026 at 14:30-15:15 (UK time). Please click here for the meeting link.

Strategic Leadership

• Lead BIST's integrated marketing and creative strategy, translating ministerial priorities into compelling campaigns that support growth.
• Integrate ex-DSIT and DBT campaigns and teams as appropriate
• Provide strategic leadership for three teams and a priority DBT campaign, setting direction, standards, resources and delivery priorities.
• Contribute as a member of the Communications and Marketing SLT, sharing responsibility for directorate performance and capability.

Strategic Campaign SRO

• Be the SCS Senior Responsible Officer for a strategic campaign, leading a multi-disciplinary matrix team
• Manage internal stakeholders including Ministers and SpAds, ensure appropriate resourcing, identify capability gaps and drive an ambitious insight-led strategy

Domestic Marketing / Science & Innovation

• Oversee all UK-facing marketing and communications activity, ensuring campaigns are insight-led, impactful and deliver measurable outcomes.
• Ensure UK businesses are aware of BIST's full service offer

Creative and Studio

• Lead the department's creative vision and brand, ensuring high-quality, audience-focused content across all channels that turn policy priorities into impactful, audience-focused storytelling.
• Drive innovation, consistency, value for money and creative excellence across in-house and agency-produced work.

Global Campaigns

• Oversee BIST's international marketing and communications activity, including the GREAT Trade and Investment (GTI) campaign.
• Oversee global communications operating models, partnerships and capability, ensuring effective delivery and coordination across government and international markets.
• Manage the GTI budget, maximising ROI, value for money and campaign impact.

Budget and Resource Management

• Hold accountability for significant marketing and creative budgets, ensuring robust financial management, effective resource allocation and value for money.
• Oversee agency procurement and supplier relationships.

Stakeholder and Ministerial Engagement

• Provide strategic advice to Ministers, senior officials and partners, building trusted relationships across government, industry and agency networks.
• Represent DBT at senior Whitehall and cross-government forums, supporting Government Communications Service (GCS) priorities.

People Leadership

• Lead, inspire and develop 3 high-performing teams and a matrix campaign team, fostering a culture of collaboration, innovation, inclusion and professional excellence.
• Build capability across the directorate, supporting talent development and alignment with GCS professional standards.

Essential Criteria

• Strategic Leadership and Campaign SRO