Purpose of the Post.
 
ABOUT THE SERVICE:
The Traffic Wales Service (TWS) is the Welsh Government's traffic information service for motorways and trunk roads in Wales and provides the public link to the Welsh Government's Traffic Management Centres in Conwy (North Wales) and Coryton (South Wales).
Both trunk road agents (North and Mid Wales Trunk Road Agent (NMWTRA) and South Wales Trunk Road Agent (SWTRA) are responsible for managing, maintaining and improving the strategic road network in Wales on behalf of the Welsh Government.
TWS is managed by NMWTRA but works closely with both Agents and the Welsh Government to deliver the service across Wales.
JOB PURPOSE:
The Communications Manager provides strategic leadership and oversight of the Traffic Wales communications function, ensuring alignment with Welsh Government objectives and the service’s brand identity. The postholder plays a critical role in shaping public perception, strengthening engagement, and building strong relationships with key stakeholders.
This role requires a proactive and visionary leader who can embed communications as a fundamental enabler of service delivery and organisational success. The postholder will provide expert strategic counsel, ensuring all communications are forward-thinking, effective, and aligned with the long-term ambitions of Traffic Wales, the Welsh trunk road agents and the Welsh Government.
Key responsibilities include the development, implementation, and evaluation of a comprehensive communication strategy to enhance Traffic Wales' reputation, improve public engagement, and deepen stakeholder trust. By leveraging innovative, high-impact communication approaches, the Communications Manager ensures that Traffic Wales maintains a strong, credible, and influential presence across all digital, media, and public channels.
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Responsibility for functions . e.g. staff, budgets, equipment
 Responsible for:
• Direct line management responsibility of up to 8 members of staff within the Traffic Wales Service team (including Communications Coordinators, Communications Officer and Deputy Communications Manager.
• Managing the workloads of the Traffic Wales staff to provide a continuous 7am to 7pm service and overnight on call cover.
 
Main Duties.
 1. Strategic Leadership & Governance
• Provide strategic leadership and direction for the delivery of all Traffic Wales communications across the full trunk road network of Wales.
• Develop, implement, and evaluate a pan-Wales communication strategy aligned with Welsh Government priorities and national transport policy.
• Oversee the continuous development of digital communication channels, including the Traffic Wales website and social platforms.
• Lead internal and cross-regional engagement, particularly between Traffic Management Centres in Coryton and Conwy, to ensure consistent service delivery.
• Foster a culture of innovation, continuous improvement, and alignment with best practice in public service communication.
2.Team & Performance Management
• Direct line management responsibility for up to 8 Traffic Wales Communication staff, ensuring strong leadership, supervision, and professional development.
• Develop staff performance objectives and conduct regular reviews to encourage growth and efficiency.
• Oversee staff rotas to ensure the service’s operational requirements are met.

3. Relationship Development & Management
• Take a lead role in developing and maintaining a strong, collaborative working relationship with both the North and Mid Wales Trunk Road Agent (NMWTRA) and the South Wales Trunk Road Agent (SWTRA), recognising their critical role in the delivery of a coordinated, pan-Wales communications service.
• Work closely with the operational, network management, capital delivery, and streetworks teams within both Trunk Road Agents to ensure consistent, accurate, and timely communications that reflect regional priorities and national transport objectives.
• Provide expert communications support to joint campaigns, infrastructure projects, and emergency response activities undertaken by NMWTRA and SWTRA.
• Serve as the central communication link between the Welsh Government and the Trunk Road Agents, supporting alignment of strategic messages, policy priorities, and public engagement approaches.
• Travel on a regular (minimum monthly) basis to both NMWTRA and SWTRA offices, ensuring face-to-face engagement, relationship building, and collaborative planning to enhance service delivery across the whole of Wales.
• Promote a culture of trust, openness, and responsiveness across all working relationships, ensuring consistent coordination between partner organisations, particularly during periods of disruption, capital project delivery, or emergency incidents.
4. Crisis Management & Incident Response
• Act as the lead spokesperson during major incidents, ensuring clear, concise, and bilingual messaging. 
• Oversee crisis communication strategies, ensuring swift, accurate, and effective public information dissemination.
• Coordinate media relations during emergencies, including press conferences, interviews, and official statements.
• Ensure alignment with business continuity plans and the multi-agency Media Cell Operating Protocol.
5. Communications Strategy & Stakeholder Engagement
• Develop and implement measurable communication and engagement plans to promote public awareness, encourage road safety, and support key national campaigns.
• Work collaboratively with key communication contacts in Welsh Government (Strategic Road Network Division, Transport & Communications Teams) to ensure alignment of messaging and delivery of joint initiatives.
• Manage high-quality stakeholder communications targeting:
- Media outlets and press
- Local Authorities and elected members
- Emergency Services
- Road recovery operators and utilities
- Professional associations and industry groups
• Approve and oversee press releases, public statements, and media briefings.
• Act as brand guardian for Traffic Wales, ensuring consistency in tone of voice, visual identity, and messaging across all public-facing content.
• Ensure bilingualism and inclusivity in all communications, in compliance with the Welsh Language Standards, Plain English, and Cymraeg Clir guidelines.
• Provide strategic communications support for public-facing campaigns, consultation events, and service updates to maintain a clear and trusted brand presence across Wales.
6. Business Continuity & Service Performance
• Oversee media activity reports and performance evaluations for senior managers and WG.
• Lead Business Continuity Management within the department, ensuring minimal disruption to communication services during emergencies.
• Identify efficiency improvements in communication workflows, optimising resources to enhance service delivery.
• Produce and analyse digital performance reports, drawing insight from analytics tools to refine strategy, maximise audience engagement, and respond to public trends.
Statutory and Agent Compliance
To ensure TWS compliance with the General Data Protection Regulations (GDPR), Freedom of Information Act, Welsh Language Standards and other legislative requirements and Agent policies and procedures.

OTHER REQUIREMENTS
To foster a culture of innovation and continuous improvement. In this context, to monitor technological and other developments in the industry, including new methods, with the aim of adopting best practice wherever appropriate.
To co-operate and liaise with staff from the Environment Directorate, other Departments of the Council, and Partner Authorities in order to promote the effective management of the Agent and the Directorate.
To supervise and provide guidance on work undertaken by subordinate staff.
To assist other Agent staff in fulfilling their technical, financial and administrative duties.
To ascertain and hold the latest information regarding:
• standards, technical developments and computerisation
• current best practice in relation to communications
Other managerial, administrative, technical and professional duties commensurate with the status of the post.
• Responsibility for self-development.
• Ensure compliance with Health and Safety rules in the workplace in accordance with the responsibilities noted in the Health and Safety at Work Act 1974 and the Council’s Health and Safety Policy.
• Operate within the Council’s policies in relation to equal opportunities and equality.
• Responsible for managing information in accordance with the Council’s information management guidelines. Ensure that personal information is treated in accordance with Data Protection legislation.
• Commitment to reducing the Council’s carbon emissions in accordance with the Carbon Management Plan, and to encourage others to act positively towards reducing the Council’s Carbon Footprint.
• Undertake any other reasonable duty which corresponds to the salary level and responsibility level of the job.
• Responsibility to report any worry or suspicion that a child or vulnerable adult is being abused
 
Special Circumstances . e.g. the need to work unsociable hours, special working arrangements etc.
 • To provide cover for shift rotas.
• Requirement to work hours which are outside normal working hours as required
• To assist Agent operational staff in dealing with the communication aspect of emergencies and inclement weather events if required. 
• There will be a requirement to travel to Agent offices within the Agent area as well as occasionally to the South Wales Traffic management centre at Coryton, Cardiff.
• Regular attendance at events e.g. Royal Welsh Show including evenings and weekends as required.