Principal Digital Engagement Advisor

Tēnei tūranga – About the role

The Information and Education team is responsible for the planning and delivery of information and education strategies, programmes, and initiatives to achieve MBIE’s regulatory strategies and drive a positive change in how customers experience information and education with our regulatory systems.

The team works with colleagues across the Te Whakatairanga Service Delivery group. The team ensures a future-focused, integrated approach based on best practice.

The Principal Digital Engagement Advisor, Information and Education is a leadership position in the I&E team that leads development and implementation of I&E strategies, planning, oversight, and reporting.

The Principal Advisor Digital will be in charge of ensuring our resources reach the right audiences at the right time. This will mean helping us plan, design, produce, promote and measure the impact of our resource, marketing campaigns and strategies using all assets and channels available to us – from our newsletter to social media, from partnerships with media organisations for radio and TVs to AdWords and native marketing campaigns.

The Principal Advisor Digital Engagement will also:

• help us better understand our customer groups, personas and other segments and how to target them.
• lead the development and execution of distribution strategies across our channels.
• guide external agencies that help execute our marketing.

This position has a key role in supporting the Information and Education team’s achievement of its strategic priorities and work programme and will work closely with internal teams to achieve regulatory outcomes.

The Principal Digital Engagement Advisor will work to ensure quality and consistency of advice and practices. Information and education play a significant role within a regulatory system, ensuring that all parties are aware of their rights and responsibilities.  The role requires strategic thinking and technical savvy regarding complex legislation as well as highly developed project management skills to deliver projects successfully.

Ngā herenga – Requirements of the role

Personal specifications

• A proven track record in applying best digital practices and operate with a focus on continuous improvement and innovation.
• Be able to Represent the team and provide trusted, timely, accurate digital guidance, advice and practical support to others in Small Business Services and wider MBIE.
• Effectively champion user needs and the use of digital throughout MBIE.
• Experience in project management and in leading large work programmes, considering both strategic and operational needs.
• Proven record in assisting other digital staff to scope, create, edit, and maintain accurate, timely, high quality, customer-focused, content for a variety of websites, newsletters, social medias and traditional marketing and communications platforms.
• Significant experience in monitoring the performance of marketing activities, newsletters, content and social media, reporting on this, and identifying ways to improve.
• Experience in planning and conducting user research and testing sessions, analysing results, and providing recommendations.
• Experience in applying quality assurance methodology – making sure all content published to websites and digital platforms aligns with appropriate standards, policies, principles, and guidelines, including NZ government web standards.
• Significant knowledge and skills at leadership level in digital technology, communications, and marketing, including, UX, CX, websites, Google analytics, SEO, SEM, social media channels, AdWords, TV, gaming and apps development, radio, TV, and other tradional media advertising and promotion medium.
• Proven applied knowledge in human factors, ethnography, and the user-centered design process to their work.
• Excellent written communication skills with ability to translate legislation, policy, or technical guidance into plain English, using a wide range of channels to meet the needs of our customers.
• A proven track record in using system thinking, design thinking or other similar method in creating end-to-end customer engagement and experience.
• Sound judgement, integrity and discretion, particularly around strategic risk management.
• Strategic, enthusiastic, opportunistic, collaborative, and diplomatic.

Takohanga tuhinga o mua – Key accountabilities and deliverables

Strategic initiative activities and tasks

• Drive innovation in the Digital Engagement teams, explore new technologies, automation tools that will enhance internal staff work and customers experience.
• Partner with internal colleagues and external partners to lead, drive and implement key projects and initiatives.
• Connect across the branch, group and regulatory system identifying where attention is required and initiating appropriate action.
• Represent an Information and Education view on regulatory projects and initiatives and look for synergies across the team, branch, regulatory systems and wider MBIE.
• Lead multiple complex projects, analyse large and complex issues and able to shape the future agenda and priorities.
• Provide thought leadership on complex and ambiguous issues with sensitivity and risk.
• Trusted advisor, sounding board for Information and Education leadership team and staff.
• Actively contribute to the successful delivery of the branch and group strategic and tactical work programme.
• Champion end-to-end customer engagement and experience culture.

Leadership

• Models exemplary leadership behaviours and State Sector ethics and values.
• Provides a sense of vision and leadership that engages and motivates others to participate and make things happen.
• Fosters an open, collaborative environment that encourages quality, innovation, on-going learning and knowledge sharing.
• Supports the leadership team in ensuring an engaged, functional branch including pro-actively identifying and effectively addressing any issues that detract in a timely manner.
• Supports the leadership team so that the branch operates effectively and efficiently and delivers agreed outputs to support achievement of MBIE outcomes.

Relationship Management including Maori Crown Relations

• Effectively influences through building and maintaining enduring relationships with senior stakeholders.
• Represents whole-of-branch views and protects our reputation in 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.
• Familiar with Te Arawhiti Engagement Framework and Guidelines (L1 Engagement with Māori).
• Knows when partnership approaches with Māori are appropriate, examples of existing and previous partnerships and, at a high level, what partnership mechanisms have been used (L1 – Partnership Capability).
• Understand the obligations of the Crown under the Treaty and, at a general level, how they have been interpreted and met. (L1 – Treaty of Waitangi analysis).
• Tests the effectiveness of stakeholder relationships using a range of appropriate measures and processes (including stakeholder feedback).

Coaching and Mentoring

• Provides intellectual support and coaches others on information and education best practice, development of expertise in subject matter and knowledge of institutional practice.
• Provides constructive, timely and specific feedback to others and gives credit for tasks well done.
• Provides support and feedback to Manager in relation to advisors’ development.
• Motivates team members and gives them opportunities to participate.
• Supports, without taking away ownership of work output or ideas from managers and advisors.
• Seeks and explores 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.

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 Principal Digital Engagement Advisor position reports into the Digital Engagement Manager within the Engagement and Experience branch. The branch sits within the Te Whakatairanga Service Delivery group.

More information about MBIE's structure

Matatautanga – Competencies (Leadership Success Profile)

The Leadership Success Profile (LSP) is a leadership capability framework, developed by the New Zealand public sector for the New Zealand public sector. It creates a common language for leadership and establishes what great leadership looks like. You can look at the twelve underpinning capabilities and four leadership characters here: Leadership Success Profile | Te Kawa Mataaho Public Service Commission(external link)

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).

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