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Digital Insight Analyst & Content Editor

Who we are:

GWR is the proud custodian of one of the most prestigious railway networks in the world. Our services call at over 275 stations, stretching across the South West of England.

We aim to transform the way people think about rail travel by setting a new standard – a better experience for our customers. Together we will restore the railways as a very special way to travel – relaxing, fast, efficient, friendly and fun.


About the team:

The Retail team within the Sales and Marketing Directorate is responsible for the management and delivery of GWR's digital channels and all aspects of ticketing delivery. The team are responsible for managing GWR's online presence to promote our products and services, keep customers informed and raise awareness of our brand.


About the job:

You will work closely with the GWR digital team to assist with the day-to-day management of and GWR mobile app, to include content upload, UX/UI and functional improvements. You will utilise customer insights tools to analyse how customers are engaging with the GWR website and provide data driven recommendations to the digital managers and digital agencies.

You will work with a range of stakeholders, across the business and more widely – to ensure the brochureware pages are engaging and performing optimally, against the objectives of the business


Your main responsibilities will be:

  • Co-ordinate the design and structure of content on the website in discussion with the Digital Managers and internal stakeholders.
  • Prioritise and action website content requests submitted by internal stakeholders in a timely fashion.
  • Work within the digital team to implement and test UX/UI improvements.
  • Monitor and track performance of the customer journey by analysing and summarising key findings from various customer insights tools
  • Take ownership of customer insights metrics, analytical & reporting improvements
  • Respond to business questions by exploring customer data using statistical expertise to help the business take decision
  • Moderate and publish site content via a content management system in a timely fashion, working to tight deadlines, and ensuring editorial quality standards, appropriate tone of voice and consistency across the site.
  • To provide day-to-day advice and practical support across the organisation's functional areas to ensure that all sections of the site are kept up to date and developed appropriately in our brand and house style.
  • To keep up to date with best practice in web accessibility, usability and writing for the web and new media trends as well as trends in the travel industry, our competitors and digital innovation. Working cross-functionally to generate, prioritise and plan suitable content (including text and images) for the delivery of the digital schedule, ensuring a joined-up approach to the organisation's online activities and messaging, including website presence, social media and e-marketing.


You'll need to be:

  • A self-motivated, dedicated, well organised and resilient individual, able to work cross-functionally with colleagues at all levels in the business and able to represent the views of the company in wider stakeholder forums
  • Flexible and resilient to be able to work to tight deadlines and short notice emerging business needs


As a minimum you'll need to have:

  • Previous working experience as a Digital content editor
  • Excellent knowledge and experience with using content management systems
  • Digital management skills including familiarity with design and build principles
  • Working knowledge of software such as Photoshop
  • Experience in working with and utilising data from Google Analytics
  • Good working knowledge of customer insights tools such as SessionCam and Usabilla or similar
  • Good organisational and time-management skills
  • High degree of endurance and flexibility to work through multiple iterations of digital services and updates quickly, managing changing priorities and diverse subject matters
  • Experienced in managing a mixed and varied workload of conflicting priorities, responding effectively to the needs of services and digital team
  • Excellent written communication skills, with keen attention to detail
  • Excellent copy-editing skills to assist the digital team in ensuring website updates meets brand guidelines
  • Experienced in using bug tracking software such as Jira
  • Experience in the railway industry (preferable)


About the location:

The GWR Digital team work from office, locations in London and Plymouth. This role can be based at either location dependent upon the home location of the successful applicant. If based in our London Offices, these are located close to Edgware Road Underground station.

If based in our Plymouth office, these are located in a city centre location, 15 minutes walk from Plymouth Railway station, and within easy reach of local bus network.

Some travel to other locations on the GWR network will also be required to meet business requirements


Working Pattern:

This is predominantly a Monday to Friday, Office hours role, working 37 hours per week ,although some flexibility is required to handle emerging business needs, including travel to other GWR locations


The Reward:

As well as a great team environment and comprehensive training, all GWR colleagues enjoy a range of benefits including defined benefit salary pension scheme, free rail travel across the GWR network for you and your family, company-sponsored health care plan, childcare vouchers and an Employee assistance programme.

At GWR we value diversity. Our vision for inclusion and diversity is:

We are progressive. We are one family. We are inclusive. First time, every time.

Valuing our differences such as age, gender, LGBTQ+, ethnicity, religion, and disability, means that our colleagues have a voice and are supported to be their authentic selves at work.


For more information regarding the application process please contact the Group Resourcing Team on 01793 425669 or  

Close map
Capital House, Chapel St, London, England, NW1 5DH
  • Ref:
  • Company:
    Great Western Railway (GWR)
  • Website Skillset:
    All Other Roles
  • Contract Type:
    Permanent - Full Time
  • Full Time / Part Time:
    Full Time
  • Contracted Hours:
  • Location:
    Capital House London, Thrive Hubs, Plymouth
  • Closing Date:
    10 August 2020
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