Content Lead

Tēnei tūranga – About the role

The Customer Service Delivery Branch is MBIE’s front door, ensuring people and businesses can easily access the support and information they need. By integrating customer service channels, digital engagement, products and marketing channels, and frontline advisory services, the branch delivers efficient, customer-focused services that improve compliance and optimise regulatory systems.

As part of Te Whakatairanga Service Delivery, the branch enhances service delivery, leverages customer insights, and drives innovation to ensure a best practice approach to MBIE’s customer communications. Through smarter service design and engagement, it strengthens public trust and enables better regulatory outcomes.

The Online Channels team is responsible for driving positive change in how our customers experience our channels across our portfolios, and 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 Content Lead (Channel Projects) has an expert understanding of digital content strategy, content design, including writing in plain language, editing, User Experience (UX), and Information Architecture (IA). The position is responsible for ensuring the provision of clear, easy to understand and accurate content that meets NZ Government plain language requirements and web standards for accessibility and usability.

Ngā herenga – Requirements of the role

Personal specifications

• A deep knowledge of the NZ Government standards for accessibility, accessibility charter requirements and implementation strategies, as well as a grasp of web best practice and digital trends.
• Extensive experience and knowledge of the principles of writing Plain English for multiple channels including the web and social media in a government context.
• A deep understanding of common research methods and analytics metrics, content design best practices.
• Significant knowledge of shaping and maintaining content strategies, strategic thinking and planning.
• Extensive experience in communicating complex technical information accurately and clearly in plain English so that it is well understood including legislation or technical guidance.
• Extensive knowledge of Google Analytics and its use as evidence to develop content that meets the needs of users and influences their behaviour.
• Demonstrated experience writing for a range of audiences, from lay to technical specialist.
• Advanced knowledge of website best practices, including writing for the web, plain language, Search Engine Optimisation (SEO) and Search Engine Marketing (SEM).
• Proven experience to provide business-oriented and pragmatic content design advice to a variety of audiences, including senior business leaders in diverse organisations.
• A proven track record and achievement in developing, managing and delivering accessible digital services in or for complex organisations.
• Exceptional ability to communicate digital and information-related web content risks in verbal and written styles to suit a range of audiences (internal and external business partners, colleagues, delivery partners and stakeholders).
• Significant experience operating and delivering in a web-based project environment.
• Proven success in coaching others across a team in technical competencies.
• Significant experience in navigating systems and overcoming roadblocks, putting the business partner experience at the heart of service design.
• Demonstrable success in building professional relationships with senior leaders, internal and external business partners, colleagues, delivery partners and stakeholders.
• Extensive 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.
• A deep level of self-awareness and demonstrated experience in adapting your approach with others as necessary to optimise your effectiveness.
• Demonstrated achievement and delivery-focus to make things happen and achieve ambitious outcomes.
• Significant experience working with vendors and suppliers.
• Significant practical and demonstrable experience in this area is required.
• Relevant degree qualification or certification desired In communications, website content or similar.
• Must have the legal right to work in New Zealand.

Takohanga tuhinga o mua – Key accountabilities and deliverables

Content Deliverables

• Supports the consistent application of content design principles for digital projects by leading the development of content strategies.
• Ensures content aligns with the relevant content strategy, style guides, and meets NZ Government plain language requirements and web standards for accessibility and usability.
• Establishes a standardised content peer review and sign off process for projects that effectively balances risk with efficiency.
• Work with Manager Channel Projects to ensure that content is considered in any technical or design changes.
• Leads the development of and ensures adherence to standardised content peer review and sign off processes. Ensures alignment with MBIE digital roadmaps, standards, policies, processes, and procedures that align with our overarching Information and Education strategy, Channel Engagement strategies and frameworks.
• Leads the scoping, sizing and prioritising content design work for the project.
• Effectively manages complex and sensitive consultations and negotiations with diverse audiences, within agreed timelines, given their varying expectations, viewpoints, and interests.
• Plays a lead advocacy role in helping the project steering group to understand the value and cost savings of good content design in helping to meet business partners and the Ministry’s strategic priorities.
• Delivers improved user experiences that support customers to self-serve and reduce the need to seek help using other more expensive channels (e.g., service centre).
• Integrates user testing and customer data from many sources (including the MBIE Customer Service Centre) to identify strategic opportunities.
• Represents a cross-team view on projects and initiatives and looks for synergies across the wider MBIE.
• Keeps across trending content design patterns and their impacts on the user experience. Shares this knowledge to lift capability across the project team.
• Participates as an active team member and contributes knowledge and expertise needed to achieve MBIE’s outcomes.
• Trusted advisor, sounding board for product owner, senior supplier, business owner, project manager and steering group.

Personal Leadership

• 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.
• Effectively manages up by establishing good working relationships with senior leaders, providing proactive support and communication and taking a “no surprises” approach.
• Managing self and anticipating leadership needs by taking initiative without waiting for a directive.
• Models exemplary leadership behaviours and MBIE values.
• Creates a sense of vision and engages and motivate people to participate, 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 strategic risk management.
• Self-motivation and persistence in challenging frameworks and pushing hard issues, but with good judgement in identifying when to pull back on issues.

General Management

• Develop strategies, work programmes and performance targets, with supporting measurement, monitoring and reporting mechanisms.
• Monitors and adjusts work programmes through the agreed processes to enable adaptation to changing circumstances.
• Manages expenditure and resources in line with approved guidelines, budget, deadlines and reporting requirements, with a focus on driving cost effectiveness.
• Effectively and consistently identifies and manages risk, appropriately balancing risk with opportunity and innovation.
• Participates in and leverages advisory groups and governance groups to drive the agenda and facilitate timely decision-making.
• Manages strategically difficult projects that span several complex issues over an extended period.
• Maintains an integrated picture of team performance, including ensuring an integrated approach across of our channels across our Regulatory Systems.

Relationship management including Māori Crown relations

• Works in partnership with the Practice Lead Accessibility and Practice Lead User Experience, drawing on the collective expertise of user experience, content design and accessibility to deliver an exceptional customer experience across our channels.
• Works in partnership with MBIE business groups to deliver accessible digital services, content and advice.
• Develop effective working relationships with other managers and staff in order to transfer knowledge and learning to the wider organisation.
• 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.
• Represents Information and Education, and Engagement & Experience branch and whole-of-Ministry views and protects their reputation in any external interactions.
• Builds strategic alliances with key government and non-government representatives and influencers to ensure MBIE’s views are influential in their decision-making.

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 Content Lead position reports into Manager Channel Projects within the Online Channels team, of the Customer Service Delivery 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