The post holder will act as the lead for Royal Navy Comms Insight, Data, Evaluation & Analysis (IDEA) and be the subject matter expert for all owned IDEA tools including social media listening, sentiment tracking, performance analysis and evaluation frameworks. Acting across the department, the post holder will support the collection of data, provide audience insight to shape creative campaign planning and give guidance on evaluation approach and reporting to measure effect.
Role breakdown:
Insight: The advocate of evidence-based insight within RN Comms, using effective measurement tools at their disposal to:
Produce robust analysis and insight based on data gathered from the various internal and external communications measurement tools to shape future communications and engagement output
Build and maintain insight into RN’s target audiences and the broader communications landscape
Write specific, measurable, achievable, relevant and time-bound (SMART) objectives for comms campaigns based on audience insight
Identify lessons learnt across comms campaigns to inform future tasks
Deliver insight/evaluation briefings as required to share knowledge and best practise across RN Comms
Evaluation: Use readily available metrics and data sources to produce evaluation. Key tasks include:
Gather data on communication and campaign activities including social media stats, online conversation points and public polling
Analyse data collected and collated, and provide immediate evaluation of communication and campaign activities while they are in progress in order to enable optimisation
Analyse data to demonstrate measure of effect in the campaign evaluation
Train RN Comms team members in how to effectively evaluate their own projects and events
Generate a regular report to demonstrate the effectiveness of internal and external RN Comms communications activities and highlight lessons learnt
Alert Team Leader and Senior Management Team of owned and earned communication activities that may be generating an unintended effect or is impacting the RN reputation
Research: Carrying out research into areas crucial to communications planning including:
Source and commission desk-based research based on a specific brief from the RN Comms team. This may involve researching into a specific audience segment, emerging communications platforms, key trends and influencers and other relevant areas
Run research projects as required to gain further knowledge on effective communications techniques
Obtain and maintain up to date secondary research from established sources such as Office National Statistics, Cabinet Office, Government Communications Service, central government polling, secondary research agencies (YouGov) and other credible sources.
Management:
Line management responsibility for a Researcher role
Deputising for the Communications Strategy Team Leader when required
Become the RN IDEA point of contact with Directorate of Defence Communications (DDC) in Whitehall, other UK Armed Forces Communications teams and Government departments