Senior Advisor Products & Marketing

Tēnei tūranga – About the role

MBIE’s Information & Education (I&E) team’s purpose is to reach, engage and influence customers and our people to easily do the right thing with excellent content and products designed and delivered through integrated and optimised channels.

I&E is responsible for the planning and delivery of I&E strategies, programmes, and initiatives in order to achieve MBIE’s regulatory strategies and drive a positive change in how customers experience our channels across all our portfolios. The team works with colleagues across the Te Whakatairanga Service Delivery group and wider MBIE to ensure a future focused, integrated approach based on best practice.

The Products and Marketing team is responsible for ensuring our search engine marketing, social media, e-learning products, email marketing, radio and TV advertising, event collateral, webinars and print publications effectively deliver key content and messages. Through the development and delivery of effective campaigns and products, they ensure we reach our customers that cannot or do not wish to use our websites and reach our customers that are unaware to help them make informed decisions.

The Senior Advisor Products and Marketing is an experienced role that is responsible for delivering best practice digital and offline marketing and product development to support I&E. They may be an experienced generalist or have a deep specialist knowledge in one or more areas.  They provide functional expertise in the use of products and marketing channels, current standards and best practice, and an understanding of how to optimise these channels for the benefit of the people and businesses that interact with them.

Ngā herenga – Requirements of the role

Personal specifications

• Demonstrated understanding and application of products and marketing channels (search engine marketing, social media, e-learning products, email marketing, advertising, webinars and print publications),
• Demonstrated undestanding and application of current standards and best practice in the context of contemporary communication (including NZ Government Web standards, accessibility, user experience and plain language requirements).
• Demonstrated understanding of relevant legislation and security requirements relating to digital communications, mailing lists and privacy statements.
• Experience working within complex regulatory systems and fulfilling regulatory system responsibilities such as general and targeted public campaigns, product development, social media and email communications to drive customer behaviour change.
• Proven knowledge and experience in planning, developing and implementing multi-channel public information campaigns, working with external agencies and internal design teams as needed.
• Proven experience writing accessible and usable content for social media, email newsletters, digital and non-digital marketing including search engine marketing, event collateral, webinars and/or print publications.
• Demonstrated ability to identify, mitigate and escalate any risks associated with our channels, especially social media and paid advertising.
• Excellent written and oral communication skills, including writing, editing and proof reading.
• Experienced in coaching others across a team in technical competencies.
• Experience in navigating systems and overcoming roadblocks, putting the business partner experience at the heart of service design.
• Experience in thinking critically from a detailed to broader context taking into account various perspectives and operational needs including legislative and statutory requirements.
• Proven experience in working collaboratively and diplomatically as part of a wider team where functions must work together to achieve group/branch and team priorities.
• Proven experience in leading initiatives, collaborating with colleagues from planning to delivery and reporting.
• Experience working through ambiguity and change, being flexible when working with business partners and responding to changing priorities and service delivery requests with a can-do attitude.
• Experience in working confidently without having the total picture and handling risk and uncertainty.
• Demonstrated achievement and delivery-focus to make things happen and achieve ambitious outcomes.
• Experience working with vendors and suppliers, to ensure delivery of contract agreements.
• A commitment to continuously improve your knowledge in adopting models underpinned by a kaupapa Māori paradigm.
• Proven contribution to a culture of high-quality insightful solutions for customers through using day to day tikanga Māori in the team.
• Self-awareness and experience in adapting your approach with others as necessary.
• Practical and demonstrable experience in this area is required.
• Relevant qualification or certification desired.
• Must have the legal right to work in New Zealand.

Takohanga tuhinga o mua – Key accountabilities and deliverables

Products and Marketing Deliverables

• Supports the implementation of MBIE I&E channels and content strategies, roadmaps, guidelines and procedures to provide a consistent experience across our channels.
• Contributes to the team’s kaitiakitanga role, ensuring digital best practice and Government web standards are met so MBIE channels meet the needs of MBIE and our online customers.
• Ensures MBIE and I&E processes are followed, including validation/approval of content and campaigns with relevant subject matter experts, legal teams, etc.
• Ensures compliance with security and privacy requirements for managing mailing lists, privacy statements and sending electronic communications.
• Works with the Strategy and Engagement team to develop work programmes and initiatives for our channels to meet their strategic objectives. When required attends business partner meetings to provide products and marketing expertise and advice.
• Ensures our Products and Marketing channels (eg Social Media, SEM, e-newsletters) are appropriately maintained, updated and effectively deliver content and messages as part of a deliberate and integrated I&E channel plan.
• Provides advice and expertise on the appropriate channel mix to reach our customers.
• Contributes to the planning and delivery of projects and initiatives and applies best practice methodologies and principles to support the achievement of organisational objectives. Provides technical expertise to projects and initiatives that impact our channels.
• Works with subject matter experts to create and edit content that meets customer needs. Ensures it aligns with the content strategy, style guides, and meets NZ plain language requirements and web standards for accessibility and usability.
• Designs campaigns to reach our customers that cannot, or do not wish to use our websites and reach customers that are unaware of our services and push them to our websites for more detailed information.
• Leads the planning and implementation of digital and offline marketing, including multi-channel public information campaigns. Maintains the Quality Assurance of all campaigns and products.
• Delivers important key messages to target audiences through social media by writing effective micro copy. Effectively pulls customers to our websites to provide further information or support them to take action.
• Supports the Manager Products and Marketing with the management of day to day activity including workflow management, task coordination and channel management.
• Supports the Senior Advisor e-Learning in maintaining our external facing e-learning modules so they remain technically and legally accurate, and meets the needs of our Business Partners and customers.
• Promotes and maintains the use and application of standards and guidelines to ensure the integrity of MBIE’s visual identities and brands and consistency across all communications activity, digital products and services.
• Responsible for the design, development and maintenance of our offline products that are hosted on our websites and in the product library, ensuring their accuracey and effectiveness.
• Leads the development and implementation of a product asset list and maintenance plan. Seeks efficiencies by aligning the maintenance plan to website content maintenance plans where possible.
• Integrates customer data from many sources (including the MBIE Customer Service Centre) to identify strategic opportunities. Utilises appropriate analytics and data insights to drive performance improvement of our products & marketing channels and campaigns..
• Keeps up to date with latest digital trends, techniques and technologies, and identifies how these can be leveraged in order to improve efficiency, quality and consistency. Shares this knowledge to lift capability across I&E.
• Represents the team and provides trusted, timely, accurate products and marketing guidance, advice and practical support to others in Information and Education and MBIE.
• Supports the Manager Products and Marketing and Director Channel Engagement to provide sound reporting, advice, and recommendations to business partners to improve their products and marketing.
• Supports Enterprise website reporting to Government (NZ Government web standards, accessibility charter, disability minister, annual review questions, OIAs, PQs, briefings to incoming ministers etc).

Collective Leadership

• Participates collaboratively as a member I&E, taking an ‘I&E first’ approach to ensure the successful delivery of team, branch and group priorities.
• Effectively contributes to the alignment of business plans, activities and key messaging to our overarching Information and Education strategy, Channel Engagement strategies and frameworks.
• Works collaboratively with members of the Information & Education and Channel Engagement teams to support achievement of MBIE outcomes and strategic priorities.
• Contributes beyond core functional area to enhance overall effectiveness of the provision of Information & Education.
• Works collectively to provide surge capacity across I&E to support business needs.
• Supports the design, maintenance and compliance with agreed processes and standards for triaging work requests and handling sensitive and embargoed content.

Personal Leadership

• Manages and balances a range of competing demands and project priorities while meeting tight deadlines and timeframes.
• Trusted advisor, sounding board for I&E and Channel Engagement leadership teams and our people.
• Able to self-identify areas in personal approach and adapt and strengthen when required to deliver results and model exemplary behaviour to set the example for others.
• Establish and maintain effective, healthy working relationships with I&E colleagues, delivery partners and business partners, providing proactive support and communication and taking a “no surprises” approach.
• Models behaviours aligned to MBIE’s values.
• Contributes to a sense of vision, participates as a team member, and makes things happen.
• Fosters an open, collaborative environment that encourages quality, innovation, ongoing learning and knowledge sharing.
• Sound judgement, integrity and discretion, particularly around work programme delivery.
• Self-motivation and persistence in challenging frameworks and pushing hard issues, but with good judgement in identifying when to pull back on issues or seek guidance.

Coaching and mentoring

• Coaches others on development of expertise and knowledge of institutional practice.
• Identifies opportunities to develop the capability of others in the team.
• Seeks and explores opportunities to develop own professional capability and grow own self-awareness for future.
• Excellent communication and coaching skills to embed a culture of excellence in the team.

Relationship management including Māori Crown relations

• Connects and collaborate closely across I&E teams, business partners and delivery partners to create an integrated end to end customer experience.
• Works closely with MBIE Design and Marketing team to ensure our channels comply with MBIE brand and social media policies and guidelines.
• Works in partnership with delivery partners to ensure our channels comply with cyber security, legal, and privacy requirements at all times.
• Works closely with other Senior Advisors in the Digital Engagement teams to set the standard, and help raise capability across the team.
• Works across I&E to achieve strategic business goals and meet operational requirements.
• Represents Information and Education, and Engagement & Experience branch and whole-of-Ministry views and protects their reputation in any external interactions.
• Participates as an active team member and contributes knowledge and expertise needed to achieve TWSD and wider MBIE outcomes.
• Develops effective working relationships with colleagues in order to transfer knowledge and learning from the team to the wider organisation.
• Build, enhance and maintain effective relationships and partnerships with business partners and external stakeholders, as necessary, in order to identify and share best practice information and to promote MBIE products and services.
• Politically-savvy with a demonstrated ability to easily build trusted, influential professional relationships with key internal and external business partners, leadership team colleagues, other senior leaders, delivery partners and stakeholders.
• Demonstrates a commitment to learning and continuous improvement in partnering with Māori and cross-cultural capability.

Wellbeing, health & safety

• Displays commitment through actively supporting all safety and wellbeing initiatives.
• Ensures own and others safety at all times.
• Complies with relevant safety and wellbeing policies, procedures, safe systems of work and event reporting.
• Reports all incidents/accidents, including near misses in a timely fashion.
• Is involved in health and safety through participation and consultation.

Tō tūranga i roto i te Manatū – Your place in the Ministry

The Senior Advisor Products & Marketing position reports into the Manager Products & Marketing, Channel Engagement within the Information & Education team, of the Engagement & Experience branch. The branch sits within the Te Whakatairanga Service Delivery group.

More information about MBIE’s structure

To mātou aronga – What we do for Aotearoa New Zealand

Hīkina Whakatutuki is the te reo Māori name for the Ministry of Business, Innovation and Employment. Hīkina means to uplift. Whakatutuki means to move forward, to make successful. Our name speaks to our purpose, Grow Aotearoa New Zealand for All.

To Grow Aotearoa New Zealand for All, we put people at the heart of our mahi. Based on the principles of Te Tiriti o Waitangi / The Treaty of Waitangi, we are committed to upholding authentic partnerships with Māori.

As agile public service leaders, we use our breadth and experience to navigate the ever-changing world. We are service providers, policy makers, investors and regulators. We engage with diverse communities, businesses and regions. Our work touches on the daily lives of New Zealanders. We grow opportunities (Puāwai), guard and protect (Kaihāpai) and innovate and navigate towards a better future (Auaha).

Ngā matatau – Our competencies

Cultivates innovation We create new and better ways for the organisation to be successful by challenging the status quo generating new and creative ideas and translating them into workable solutions.

Nimble learning We are curious and actively learn through experimentation when tackling new problems by learning as we go when facing new situations and challenges.

Customer focus We build strong customer relationships and deliver customer-centric solutions by listening and gaining insights into the needs of the communities we serve and actively seeking and responding to feedback.

Decision quality We make quality and timely decisions that shape the future for our communities and keep the organisation moving forward by relying on an appropriate mix of analysis, wisdom, experience, and judgement to make valid and reliable decisions.

Action oriented We step up, taking on new opportunities and tough challenges with purpose, urgency and discipline by taking responsibility, ownership and action on challenges, and being accountable for the results.

Collaborates We connect, working together to build partnerships with our communities, working collaboratively to meet shared objectives by gaining trust and support of others; actively seeking the views, experiences, and opinions of others and by working co-operatively with others across MBIE, the public sector and external stakeholder groups.

Te Tiriti o Waitangi

As an agency of the public service, MBIE has a responsibility to contribute to the Crown meeting its obligations under Te Tiriti o Waitangi (Te Tiriti). Meeting our commitment to Te Tiriti will contribute towards us realising the overall aims of Te Ara Amiorangi – Our Path, Our Direction, and achieve the outcome of Growing New Zealand for All. The principles of Te Tiriti - including partnership, good faith, and active protection – are at the core of our work. MBIE is committed to delivering on our obligations as a Treaty partner with authenticity and integrity and to enable Māori interests. We are committed to ensuring that MBIE is well placed to meet our obligations under the Public Service Act 2020 (Te Ao Tūmatanui) to support the Crown in strengthening the Māori/Crown Relationship under the Treaty and to build MBIE’s capability, capacity and cultural intelligence to deliver this.

Mahi i roto i te Ratonga Tūmatanui – Working in the public service

Ka mahitahi mātou o te ratonga tūmatanui kia hei painga mō ngā tāngata o Aotearoa i āianei, ā, hei ngā rā ki tua hoki. He kawenga tino whaitake tā mātou hei tautoko i te Karauna i runga i āna hononga ki a ngāi Māori i raro i te Tiriti o Waitangi. Ka tautoko mātou i te kāwanatanga manapori. Ka whakakotahingia mātou e te wairua whakarato ki ō mātou hapori, ā, e arahina ana mātou e ngā mātāpono me ngā tikanga matua o te ratonga tūmatanui i roto i ā mātou mahi.

In the public service we work collectively to make a meaningful difference for New Zealanders now and in the future. We have an important role in supporting the Crown in its relationships with Māori under the Treaty of Waitangi. We support democratic government. We are unified by a spirit of service to our communities and guided by the core principles and values of the public service in our work.

What does it mean to work in Aotearoa New Zealand’s Public Service?(external link) — Te Kawa Mataaho The Public Service Commission