Director Communications and Digital Engagement

Overview

Why This Role Matters. IWM is entering an exciting new chapter, with a refreshed Vision & Purpose framework and ambitious plans to broaden our audiences and deepen engagement across all our branches. As our Director of Communications & Digital Engagement, you will play a pivotal role in shaping how the world experiences IWM — online, in the media, and across our digital estate.

Your Leadership Will Help Us tell more powerful stories, reach new and diverse audiences, enhance our digital presence, and build a consistent, compelling brand experience across every channel. This is a rare opportunity to lead a multidisciplinary team at scale — across PR, crisis comms, digital content, UX, analytics and audience growth — and drive the transformation of one of the UK’s most respected cultural institutions.

What It’s Like To Work Here At the IWM, we’re united by a shared purpose: telling stories that help people understand conflict and its impact on all of us. But just as importantly, we’re united by how we work together. This is a place where people genuinely care—about the mission, about our visitors, and about one another.

You’ll join a collaborative, supportive community where everyone’s voice matters. We trust our teams to take ownership, make thoughtful decisions, and experiment with new approaches. You’ll be encouraged to bring your whole self to work, share your ideas, and grow your career in an environment built on curiosity, respect, and kindness.

If you’re motivated by meaningful work, enjoy shaping how organisations speak to the world, and want to be part of a team that is constantly learning and evolving, you’ll feel right at home here.

What You’ll Be Doing You’ll lead a talented team of around 25 specialists spanning Communications, PR, Digital Content, Digital Experience and Audience Insight. Your work will be strategic, creative, and hands‑on where needed. A typical month could include:

• Setting the strategic direction for communications and digital engagement across all IWM branches.
• Leading the next phase of digital audience growth — building on significant success across YouTube, Instagram, Facebook and emerging platforms.
• Overseeing the refresh of IWM’s brand and visual identity across digital channels, including the website.
• Driving a storytelling‑led approach to communications as we launch our new Vision & Purpose.
• Working closely with leaders across Marketing, Learning, Curatorial, Technology and Commercial to ensure integrated, audience‑first activity.
• Leading IWM’s response to major media moments, reputational issues and crisis communications.
• Reviewing and evolving internal communications to ensure our people are engaged, informed and inspired.
• Championing innovation, test‑and‑learn approaches and the use of AI to enhance content, efficiency and user experience.
• Overseeing budgets, key partnerships, and the commissioning of major digital and communications contracts.

You’ll bring clarity, direction and ambition — ensuring IWM’s voice is consistent, confident and impactful across all channels.

Required What We’re Looking For Significant experience leading communications and/or digital engagement strategy in a complex, multi‑site organisation. A strong track record of managing national or international media relations under pressure. Confidence handling challenging, sensitive or high‑profile issues with sound judgement. Experience using analytics and digital insight to shape strategy, content and audience growth. An audience‑first mindset, with the ability to turn insight into compelling storytelling and digital experiences. Exceptional written and verbal communication skills — credible, calm and inspiring at all levels. Commercial understanding, with experience managing budgets and identifying opportunities to drive income. A collaborative leadership style, building strong relationships across teams and with external partners. Curiosity about emerging digital trends and how they can be harnessed for impact. Commitment to inclusion, empathy, and respectful leadership.

Helpful But Not Essential Background in journalism, PR, or strategic communications roles. Experience with large‑scale digital content programmes or website development. Experience working in cultural, heritage, creative or public‑sector environments.

How You’ll Work You’ll work closely with colleagues across all four directorates, ensuring communications and digital engagement are integrated into everything we do. You’ll collaborate with specialists in marketing, audience insight, programming, technology, commercial, and people teams — shaping a unified, audience‑first approach. We offer a flexible, trust‑based approach to hybrid working, with time on‑site guided by collaboration, creativity and leadership needs.

What Success Looks Like In your first 12–18 months, success will look like:

• A refreshed, integrated Communications & Digital Engagement strategy delivering measurable audience growth.
• A clearer, more compelling digital presence — especially across website, video platforms and social channels.
• Strong internal communications that support our cultural transformation and staff engagement.
• Improved alignment across communications, marketing, digital, commercial and public engagement teams.
• Confident leadership during high‑profile media moments, ensuring reputation is protected and strengthened.
• A motivated, supported, high‑performing team delivering innovative, insight‑led work.

For a full list of duties and the person specification which your application will be marked against, please view the Job Description.