VisitBritain
Director of DDaT
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Director of DDaT
Who we are
The British Tourist Authority (BTA) is the national tourism agency and a non-departmental public body funded by the Department for Culture, Media & Sport (DCMS), and trades under the name of VisitBritain/VisitEngland (VB/VE).
We are a global organisation with a diverse culture. Our 280+ employees work across the UK’s nations and regions and in 21 overseas markets. Our purpose is to drive a thriving tourism industry, creating sustainable economic growth across Britain.
VisitBritain drives growth from tourism across the nations and regions so local communities feel the benefits. As a partner of the GREAT campaign, we work with the national tourist boards for Britain as well as with industry and non-industry partners to mount our global campaigns which inspire visitors to explore Britain now.
The role
Following significant investment in core platforms, VisitBritain and VisitEngland are poised to apply modern digital, data and emerging technologies that underpins the BTA’s mission to drive economic growth from international tourism and lead the regenerative growth of England’s visitor economy.
We are looking for an inspirational leader who will engage across our organisation to ensure we deliver on our ambitions to deliver real time localised data for Government and the industry, engaging and compelling content to potential visitors, operate in a secure cyber environment and harness AI and new technologies to empower our teams.
You will be a key part of the senior leadership team leading our DDaT programme, influencing and supporting change across the organisation, ensuring that we are forward looking in our use of technology and directly managing a team of technical and research specialists. This role report directly to the Chief Executive, with 3 direct reports, up to a team of 30, and an annual budget of c.£7m.
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Essential Criteria
- Deep understanding of digital strategy, digital transformation, and modern digital ecosystems, including web platforms, UX, digital marketing, e commerce, and emerging technologies such as AI and automation.
- Strong knowledge of data governance, analytics, data platforms and data driven decision making, including data privacy regulations and measurement frameworks.
- Comprehensive knowledge of enterprise technology operations, including infrastructure, cloud, cybersecurity, networks, systems integration, and service management.
- Comprehensive knowledge of Government Digital Standards and compliance frameworks including Secure by Design and GovAssure.
- Understanding of emerging digital technologies, AI, and data strategy, and their application in public sector organisations.
- Excellent understanding of organisational change, digital culture, and modern delivery practices, including agile, cross functional working and user centred design.
- Strategic leadership and vision setting, with the ability to shape multiyear digital, data and technology strategies and influence at executive and board level.
- Strong analytical and data interpretation skills, using insight to inform strategy, optimise performance and measure digital impact.
- Excellent communication and stakeholder engagement skills, able to translate complex technical concepts for non-technical audiences and build trust across diverse teams.
- Proven track record of leading large scale digital transformation, introducing new digital services, platforms or operating models that deliver measurable improvement.
- High levels of innovation and creative problem solving, able to identify opportunities, introduce new digital capabilities and modernise legacy systems.
- People leadership, developing high performing digital, data and technology teams and fostering a collaborative, forward thinking culture.
- Experience in managing budgets and delivering value, including planning, investment assessment and ensuring ROI on digital, data, and technology initiatives.
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This role offers
- Flexible working: we work to make flexibility a reality, and welcome conversations about flexible working from day one.
- Annual leave: you will have 25 days of annual leave when you join, rising to 30 days after five years’ service, plus an additional 2.5 ‘privilege days’ each year.
- Generous pension: we have a defined contribution pension scheme, with a maximum employer contribution of 11% of your annual salary.
- Enhanced parental and family leave policies: we provide enhanced family leave, offering up to 23 weeks of paid leave for maternity and adoption for eligible employees.
- Commitment to learning: we encourage and support development and learning, and offer on-the-job learning opportunities, mentoring schemes and formal training. We dedicate and provide a minimum of five days per year for employees to focus on their learning.
- Season ticket and bicycle scheme loans.
- Eye-care voucher.
When you join VisitBritain/VisitEngland, you join a global and inclusive organisation with incredible people at its heart. We share a mission to make tourism one of the UK’s most successful and productive sectors, united by our values which guide the way we work: with passion, in partnership and at pace.
To apply please upload a copy of your CV and a supporting statement of no more than 2 pages highlighting your suitability for the role. The application window closes on Monday, 03 August 2026.
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