Digital Content Officer

National Botanic Garden of Wales Job Description

Job title	Digital Content Officer
Department	Marketing, Communications & Engagement
Reports to	Head of Marketing
DBS Required	Basic
Contract Type	Permanent
Hours	Full time, 37.5 hours per week
Salary	£28,000 per annum
Welsh Level Required	Fluent in Oral and Written Welsh

The National Botanic Garden of Wales (NBGW), established in May 2000, is a registered charity and company limited by guarantee dedicated to plant science, conservation, sustainability, education, and Welsh cultural heritage.

As one of Wales' leading visitor atractions, it welcomes over 214,000 visits annually and is home to the world-

renowned Great Glasshouse, a national nature reserve, and an organic farm. With a team of around 70 staff in peak

season, the support of up to 250 volunteers contributing over 32,600 volunteer hours each year, and a vibrant community of 11,000 members, the Garden generates approximately 4 million in annual income.

This is a key role in the Marketing, Communications & Engagement team, which supports the Garden's core mission, ethos, and ongoing success. Contributing widely and proactively both strategically and operationall, the role will focus on creating compellig digital content across social media, web, photography, video, and email- that brings to life one of Wales' lading visitor aractions, including ts attractive and diverse events and activities calendar. Through

engaging storytelling and a strong digital presence, the postholder wil help grow audiences, encourage visitor enjoyment, and support the organisation to drive footfall In all aspects of the role, building excellnt relationships with others inside and beyond the Garden is expected.

Main Duties and Responsibilities
1	Contribute to the formulation and implementation of the Garden's Marketing Strategy, withthe aim of increasing visitor numbers and members, generating income, and improving thereputational profile for the Garden.
2	Plan, create, and publish engaging bilingual digital content across the Garden's social mediachannels, website, and email newsletters, reflecting the breadth of the visitor offer - fromseasonal blooms and wildlife to events, workshops, and family activities.
3	Capture high-quality photography and video on-site, including at events and across theseasons, to build a rich content library that showcases the Garden as a visitor destination.
4	Develop and manage a digital content calendar that aligns with the Garden's events andactivities programme, ensuring timely promotion of events, activities and exhibitions.
5	Write clear, engaging copy for web pages, blog posts, e-newsletters, and social posts thatreflects the Garden's voice and encourages visits, bookings, and repeat engagement.
6	Monitor and report on digital content performance (engagement, reach, web traffic,conversions) using analytics tools, using insights to refine content and improve results.
7	Support the promotion of membership, retail, and hospitality offers through digitalstorytelling that complements wider marketing campaigns.
8	Respond to comments and messages across social channels in a timely, on-brand manner,helping to build community and represent the Garden positively online.
9	Work closely with colleagues across Horticulture, Education, Visitor Services, Science andConservation, Maintenance and Retail to source content ideas and ensure digital outputreflects what's happening on-site.
10	Keep abreast of digital trends and visitor-attraction sector best practice, bringing fresh ideasto keep content engaging and competitive.
11	Support the wider Marketing, Communications & Engagement team with ad hoc contentneeds, including press and PR digital assets, as required.
12	Represent the Marketing Team (when required) at external events, shows and exhibitions inorder to raise the Garden's profile. This may include extensive travel including weekendsThis description sets out the current duties which may be varied from time to time in line withorganisational need.

Person Specification				Method of Assessment
		Essential	Desirable	uoneaddy	assay Ma
Qualifications ● Degree, HND or equivalent qualification in Digital Marketing, Communications, Journalism， Media， Marketing， Content
Creation, or a related discipline, or significant relevant professional experience. Knowledge, skills and abilities Demonstrable experience creating, editing and publishing ●
including websites, email and social media.	high-quality digital content across multiple channels, Experience managing and updating website content using a Content Management System (CMS), such as WordPress. Proven experience managing organisational social media √ channels, developing engaging content and growing audience	√
	engagement. Excellent copywriting, proofreading and editing skills, with the ability to adapt tone and style for different audiences and	√
platforms.	Knowledge of SEO (Search Engine Optimisation) and content optimisation techniques.	√

	Knowledge of Google Analytics, Meta Business Suite and other digital reporting tools. Knowledge of emerging digital trends, platforms and content		√ √ √
content design.	Understanding of user experience (UX) principles and website
Experience	Experience in creating digital assets using design software such as Canva, Adobe Creative Suite or similar tools.		√
	Experience in planning and delivering digital campaigns that support organisational objectives and audience engagement.	Experience in monitoring and evaluating digital performance	√ √ √
	using analytics tools, producing reports and making recommendations for improvement.	Experience of using email marketing platforms such as	√
	Mailchimp, Dot digital or similar. Experience managing paid social media campaigns and digital advertising budgets.
	Personal qualities Excellent written, verbal and interpersonal communication		√ √
	skills. Strong organisational skills with the ability to manage multiple
	projects, priorities and deadlines simultaneously. High level of digital literacy, including Microsoft Office		√
	applications, website platforms, social media management tools and digital collaboration systems.		√
	Creative and proactive approach to content development, storytelling and problem solving.		√
	Ability to work independently with minimal supervision and as part of a collaborative team.
	Strong attention to detail and commitment to maintaining brand standards and content accuracy.		√
	Ability to build positive working relationships with colleagues,
	stakeholders, partners and external suppliers.
	required.
			√
		Flexibility to occasionally work evenings, weekends or attend
			√
		events where content capture and live digital coverage is

Additional requirements

Fluency in written and spoken Welsh.

● √ √

Application Guidance

We are keen to understand your genuine interest in this opportunity and encourage you to ensure your application reflects your own experience, skills and communication style. Applications should provide specific examples that demonstrate your suitability for the role.

Whilst applicants may choose to use technology to support proofreading or formatting, applications that rely heavily on AI-generated content can appear generic and may not provide the level of detail required for us to accurately assess your knowledge, experience and competencies.

Please ensure all information submitted is your own work.

AI is not used as part of our recruitment or selection process.

Welsh Applications are not treated any less favourably than those made in English.