Director of Corporate Affairs in Cardiff

The Director of Corporate Affairs is a senior role responsible for shaping and safeguarding the Welsh Rugby Union’s reputation, brand, and stakeholder relationships. Operating at the intersection of strategic communications, public affairs, and reputation management, the role ensures the WRU’s voice is authentic, influential, and aligned with its mission across Wales, the UK, and internationally. This position demands a visionary leader with deep expertise in stakeholder engagement, media relations, crisis & issues management and change management. The role holder will be a trusted advisor to the CEO, Executive Leadership Team and Board, leading a high‑performing team and representing the WRU in high‑profile forums, public policy discussions, and media engagements. Welsh language skills are highly desirable, reflecting the WRU’s commitment to bilingual engagement and cultural alignment across Wales.

The Person

• Extensive experience in corporate affairs, strategic communications, or reputation management, with solid experience in a senior leadership role.
• Proven track record in high profile public‑facing or highly regulated business, sports governance or public sector organisation.
• Experience in managing crises and leading reputation recovery efforts.
• Crisis leadership, including scenario planning and ethical decision‑making.
• An advocate for sport and inclusion.
• Credibility and proven track record of working closely as an advisor to senior leaders in the public eye.
• Strong understanding of Welsh political, social, and governance contexts, alongside UK, European, and ideally global sporting frameworks.
• Strategic thinking and advisory skills, with the ability to translate complex issues into compelling narratives.
• Advanced communication skills, including management of bilingual writing and editing, media pitching, and digital content creation.
• Stakeholder engagement expertise, with a strong network across government, business and media.
• Digital and data fluency, including the ability to shape social media strategies.
• Resilient and empathetic leader, culturally attuned to Welsh identity and inclusivity.
• Innovative and data‑driven, with a passion for sport’s societal impact.
• High integrity, sound judgement, and excellent interpersonal skills.
• Welsh language proficiency (spoken and written) is highly desirable.

The Role

• Key Responsibilities, Tasks and Activities
• Strategic leadership and planning
• Develop and implement a comprehensive five‑year corporate affairs strategy aligned with WRU’s strategic objectives.
• Lead annual communications planning across the organisation, integrating reputation management and stakeholder engagement.
• Forecast reputational trends and advise on proactive positioning across governance, sport, and societal issues.
• Support the development of WRU’s role in Wales, aligning communications with national policy initiatives such as the Well‑being of Future Generations (Wales) Act, working in collaboration with the Director of Marketing and Brand to build brand awareness and connectivity.
• Reputation and crisis management
• Monitor reputational risks leveraging the insights from media analytics and stakeholder sentiment tools.
• Lead crisis response protocols, ensuring transparent and timely communications during incidents such as governance challenges or event disruptions.
• Champion the voicing of WRU’s corporate social responsibility initiatives, including sustainability, health, community cohesion, economic prosperity and diversity programmes.
• Stakeholder and press engagement
• Build and maintain strategic relationships with key stakeholders, including media, Welsh & UK Government, Senedd and Parliamentary members, civil servants, sports bodies, international federations, business and third sector organisations, Welsh diaspora, universities and schools, policy groups and thinktanks, local and community groups, sponsors, and media.
• Represent WRU at public events, policy and political forums, and through press conferences, advocating for inclusive sport and community impact and prepare the senior leadership team and board members to deliver a comprehensive corporate reputation programme.
• Advise on, and implement, stakeholder mapping and engagement strategies, ensuring cultural alignment and bilingual communication.
• Engage key organisations across the rugby and sporting ecosystem at all levels in Wales to co‑create impactful reputation and communications programmes that reflect the sport’s national significance.
• Oversee reactive media and press relations, including managing urgent enquiries, issuing official press statements, and ensuring accurate representation in national and international outlets, whilst preparing spokespeople for public engagement.
• Communications and brand alignment
• Oversee internal communications to foster a cohesive and informed workforce.
• Work closely with the People team and Executive Leadership team to plan strategic internal communications and ensure culture change programmes are communicated effectively and with measurable impact.
• Lead external corporate communications ensuring consistent brand messaging.
• Collaborate closely with the Director of Marketing & Brand to align brand vision and fan engagement strategies across all communication channels internally and externally.
• Commercial partnerships and reputation
• Support the development and protection of WRU’s reputation with current and future commercial partners, including sponsors and business collaborators.
• Work in close partnership with the Chief Commercial Officer to ensure communications strategies enhance the value and visibility of WRU’s commercial relationships.
• Team and operational leadership
• Lead and develop a team of communications professionals, managing budgets and external agencies.
• Develop innovative structures, processes and applications to deliver significantly improved ROI on communications expenditure year on year.
• Collaborate with cross‑functional teams (e.g. legal, marketing, governance) to integrate best practice strategic communications into governance and operations.
• Track and report on key performance indicators, using insights to refine strategy and improve impact.
• Create and monitor a cross‑stakeholder WRU reputation dashboard for all senior managers and board members.
• Carry out duties in support of the WRU Group Strategic Mission, Purpose and Values.
• Key Relationships
• Co‑opted to the Executive Leadership Team.
• Works closely with the Board.
• Executive Leadership Team.
• Senior management across the WRU.
• Communications Team.
• Wide range of external stakeholders.
• Other
• Valid UK driving licence is desirable as regular travel across Wales and the UK will be required.

WRU Requirements

• The WRU require that individuals are proficient in IT skills, specifically Microsoft packages.
• Excellent written and verbal communications are essential, along with the ability to build strong relationships with internal and external stakeholders.
• Ability to communicate through the medium of Welsh and a Valid UK Driver’s Licence is desirable.

The Perks

• As a permanent member of the WRU Group, you will have access to our full range of employee benefits, including:
• Salary Sacrifice Pension (5% employee contribution, matched by WRU)
• Life assurance scheme
• WRU Group Ticket Allocation (in line with ticketing policy)
• Employee assistance programme
• Team Tactics – hybrid working arrangements
• Free stadium parking and gym
• WRU Group store and tour discounts
• WRU Group partnership offers
• Eye Care Voucher Scheme
• Cycle to Work Scheme

Our Values

The WRU Group are committed to developing a culture whereby all employees are equally valued and respected. Our aims, together with our vision and mission, are underpinned by our core values and beliefs which embrace: Integrity, Excellence, Success, Courage, Family & Humour.

Inclusion At The WRU

The WRU Group are committed to building diverse, high‑performing and engaged teams across Welsh Rugby. We are ambitious about providing a people first culture where everyone can belong, be heard and respected.

Diversity monitoring

We know that we deliver better services when our workforce reflects the full range of backgrounds and experiences in the society we serve. To continue to do this we need your help in filling out a short monitoring form. None of the information you provide will be visible as part of your application. It will only be used anonymously to monitor the inclusivity of our selection processes.