Head of Digital Project Engagement

Job Location:

This post will be a hybrid working model at an RSA Office to be confirmed with the successful candidate i.e. Ballina – Co. Mayo, Loughrea – Co. Galway, Kilkenny, Dublin, Cork

Such arrangements will be aligned and in accordance with central DPER (Department of Public Expenditure, NDP Delivery and Reform) guidelines on blended working.

Key Elements of the Job and Responsibilities:

1. Digital Product Engagement Strategy

• Lead the development and delivery of RSA’s Digital Product Engagement Strategy at a time the Authority is going through significant transformation and change.

• Champion a OneRSA approach (long-term), digital-first mindset and customer-centric vision across RSA digital services.

• Drive online adoption, digital customer engagement, and satisfaction through data-driven product enhancements and engagement campaigns.

• Collaborate and plan with relevant stakeholders to bring RSA digital sites and platforms (RSA.ie, NDLS Online, MyRoadSafety.ie, and others) under a unified OneRSA digital experience framework.

• Lead initiatives (short-term) to reduce friction and ensure a seamless customer experience across RSA portals, websites, and online services on the pathway to achieving the OneRSA approach.

• Play a key role in enabling major digital and service transformation programmes across RSA’s national services ensuring digital product engagement and customer experience considerations are embedded from design through to delivery.

2. Voice of the Customer

• Lead customer feedback surveys, digital customer journey mapping, and digital sentiment analysis to ensure timely recognition of customer pain points.

• Integrate and translate customer needs into actionable improvements in product design, delivering intuitive, accessible, and efficient online services.

• Use data, analytics, and research insights to identify service improvements and innovation opportunities.

• Ensure digital services are inclusive by design, meeting accessibility standards, Official Languages Act requirements, and wider public service obligations.

3. Cross Functional Product Management

• Develop and manage cross-functional relationship with RSA Business Leads to include the Digital Customer Engagement Strategy in product planning, road mapping, and go-to-market execution.

• Collaborate closely with the Head of Data, ICT, Procurement to select a solution which will integrate data sources and build a single view of the digital customer journey.

• Work cross-functionally with the RSA Business Leads, Design Authority, ICT, and external vendors to ensure customer experience excellence in all digital touchpoints.

• Support the development and integration of digital services to ensure consistency of design, content, and usability leading to similar customer experience across RSA services.

4. Stakeholder Management

• Must be able to advise and influence RSA’s Corporate Leadership Team (CLT) ensuring their expectations are effectively managed and aligned with digital product engagement strategies.

• Work with external government and public service stakeholders (e.g., OGCIO, DEASP, Department of Transport) to ensure alignment with national digital standards.

• Promote collaboration and shared ownership of digital initiatives, breaking down silos through a OneRSA approach.

5. Go-to-Market Strategy

• Lead go-to-market strategies for RSA online services to ensure successful product launches, drive adoption, and maintain top-of-mind awareness among customers.

• Collaborate with the RSA Media and Communications team to plan and deliver campaigns that promote online services and customer engagement.

• Strong understanding and experience of SEO, Google Analytics, and digital marketing principles to support the planning, delivery, and optimisation of digital go-to-market strategies.

• Contribute to planning and oversight of content and customer communications across RSA’s digital platforms to ensure consistency and clarity.

6. Measurement and Continuous Improvement

• Lead the implementation and optimisation of website analytics to capture, interpret, and act on customer behaviour insights across RSA’s digital ecosystem.

• Report regularly on KPIs including online adoption, customer satisfaction, and product performance, thus eliminating silos and promoting transparent and informed data-driven decision making.

• Foster a culture of continuous improvement, innovation, and agility in digital service delivery.

• Establish and evolve a comprehensive digital data management pathway to enable the analysis of a unified RSA customer journey across all online services.

7. Risk Management and Governance

• Identify, assess, and manage risks related to the delivery of digital product engagement strategies, adoption, and online service performance.

• Effectively register and report risks related to RSA digital platforms and customer journeys in close collaboration with the Risk Manager.

• Embed a culture of risk awareness and accountability within all digital service design and product management processes.

This job description is not intended to be a comprehensive list of all duties involved and consequently, the post holder may be required to perform other duties as appropriate to the post which may be assigned to them from time to time by management and to contribute to the development of the post while in the role.

Qualifications and Experience Required:

Essential Requirements:

Each candidate must meet the following requirements at the time of the competition closing:

• Hold a minimum of an NFQ Level 8 qualification (or equivalent) in a relevant discipline such as Digital Product Management, Marketing, Communications, Business, or IT.

• Have at least 5 years of senior management experience in digital product management, customer engagement, or digital transformation within a complex or multi-stakeholder organisation.

• Demonstrate proven success in developing and implementing digital adoption or digital engagement strategies.

• Have experience managing cross-functional initiatives, with strong stakeholder management and communication skills.

• Demonstrate experience using digital analytics tools (e.g. Google Analytics, SEMrush, Power BI, Brandwatch, Crazy Egg) to derive actionable insights.

• Possess strong strategic planning, product delivery, and influencing skills.

• Strong understanding of GDPR Principles and the practical application of GDPR in a business and operational setting.

• Experience in the development of digital data related policies and practices alongside their practical implementation.

• Good understanding of web analytics and how these can be coupled with operational data analytic insights to support a seamless online customer experience.

• Significant experience in the practical oversight, reviewing and approval of technical documentation.

• Excellent communication and interpersonal skills (written and oral) with an ability to effectively convey ideas in a non-technical manner to other members of the organisation at various levels to generate stakeholder engagement and buy-in.

• Experience of effective collaboration and eliciting engagement with business units that have limited capacity.

Desirable Skills and Experience:

• Experience in the public sector or regulated industries.

• Proven leadership in driving digital product engagement strategies and cross-functional initiatives.

• Must be a self-starter with strong ownership, resilience, and delivery focused in a complex, multi-stakeholder product development environment.

• Be customer-obsessed, deeply empathetic, constantly putting yourself in the shoes of the customers.

• Understanding of user experience (UX), accessibility, and digital customer journey mapping.

• Experience with content management systems (CMS), SEO optimisation and go-to-market strategies.

• Strong knowledge of agile methodologies and emerging technology such as AI to deliver innovation in customer-centric digital products.

Key Capabilities for Effective Performance at this Level:

Demonstrate the Assistant Principal Officer capabilities as set out below:

Building Future Readiness

• Digital Focus, Innovation and Upskilling for the Future

• Strategy, Change and Reform

Leading and Empowering

• Leading, Motivating and Developing

• Leading with Specialist Insight

Evidence Informed Delivery

• Delivering Excellence

• Analysis, Judgement and Decision Making

Communicating and Collaborating

• Communicating and Influencing

• Engaging and Collaborating

Salary Scale:

Based on a 41.25 hours per week gross or 35 hours net, successful candidates will be paid on the (Assistant Principal) PPC scale (Pay Adjustments - Updated 01 February 2026, Circular 07/2026):

Point 1 €82,290

Point 2 €85,320

Point 3 €88,393

Point 4 €91,475

Point 5 €94,553

Point 6 (Max) €96,329

(LS1) ¹ €99,433

(LS2) ² €102,550

¹ After 3 years satisfactory service at the maximum.

² After 6 years satisfactory service at the maximum.

Once you reach the maximum point of the scale, you must complete a further 3 years of satisfactory service to qualify for LS1 (Long Service Increment 1). After another 3 years at LS1, you will progress to LS2 (Long Service Increment 2).

Salary is paid fortnightly; the Authority operates a contributory pension scheme.

PPC (Personal Pension Contribution) Scale (for officers who are existing civil or public servants appointed on or after 6 April 1995 or who are new entrants to the civil or public service and who are making a compulsory personal pension contribution). A different rate will apply where the appointee is not required to make a Personal Pension Contribution.

Long service increments may be payable after 3 years (LSI-1) and 6 years (LSI-2) satisfactory service at the maximum of the scale.

Candidates should note that entry will be at point 1 of the above scale and will not be subject to negotiation. The rate of remuneration may be adjusted from time to time in line with Government pay policy. Candidates should note that different pay and conditions may apply if, immediately prior to appointment, the appointee is a serving civil or public servant.

Probation:

Candidates must satisfactorily complete a 12-month probationary period before a permanent appointment can be confirmed.

Annual Leave:

The annual leave allowance will be 30 working days a year. This leave is on the basis of a five-day week and is exclusive of the usual public holidays.

Medical:

A candidate who is not already in permanent employment of the Authority will be required, prior to appointment, to pass a medical examination by a doctor nominated by the Authority. The Authority bears the cost of this examination.