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 reports directly to the Chief Executive, with 3 direct reports, up to a team of 30, and an annual budget of c.£7m.

Job description

Please note this statement is for information only and does not form part of a contract. This list is not exhaustive, and you will be expected to undertake such duties as may be assigned to you by from time to time. Staff are expected to be flexible in their work in order to deliver the objectives of the organisation.

Job Title Director of Digital, Data & Technology (DDaT)
Division/Team CEO Office / Digital, Data, and Technology
Contract Type Full Time, Permanent
Location Birmingham
Salary £125,000 to £135,000 per annum, depending on experience
Resource management and key relationships Staff managed: 3, Budget managed: c.£7m, Reports to: 2
Reports to This role reports directly to the Chief Executive Officer.
Key Relationships (and indication of level/nature of interactions)

• Internal – CEO, Senior Leadership Team, BTA Board & VisitEngland Advisory Board members, Digital, Data and Technology teams.
• External – Gov departments, industry, and tourism partners.

Organisational Context

The BTA (British Tourist Authority) is the national tourism agency, operating as a non-departmental public body funded by Department for Culture, Media, and Sports (DCMS).  VisitBritain promotes Britain overseas and is a delivery partner of the Cabinet Office’s GREAT campaign. It is active in 21 markets across the globe, representing over 72% of the inbound value to Britain, and teams are often co-located with FCDO colleagues.

As well as driving demand through international marketing, VisitBritain support the wider visitor economy by ensuring Britain is sold in international markets – connecting trade partners, hosting events to connect buyers and suppliers, and promoting positive stories of Britain to the international media and using our social and digital channels.

VisitEngland’s role is to focus on domestic tourism and supply-side support. This includes supporting the network of local tourism bodies – LVEPs (Local Visitor Economy Partnerships) as well as running business development and export programmes for the 300,000+ SMEs that make up the sector.

The BTA also has a statutory duty to advise Government on tourism policy; to do this they draw on expertise, industry engagement, and detailed data and research.

VisitBritain and VisitEngland deliver on the government’s objectives - driving growth into the nations and regions, supporting small businesses, attracting inward investment, and shaping positive perceptions of Britain around the world.

Collectively, we are a trusted advisor to industry and to Government on the visitor economy, providing research and insights.

As one global team, we work together with Passion, in Partnership and at Pace:

• with Passion – fuelled by our enthusiasm and positivity to deliver excellent results.
• in Partnership – empowered to work with partners towards a greater aim beyond our own.
• at Pace – delivering innovation through agility, boldness, and bravery to take calculated risk.

Main purpose of 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 reports directly to the Chief Executive, with 3 direct reports, up to a team of 30, and an annual budget of c.£7m.

Main Duties

• Provide credible, visible, and values-led leadership across the DDaT Directorate, uniting three previously separate teams into one high-performing, collaborative and motivated Directorate. The Director will foster a shared purpose, embed a culture of trust, transparency, empowerment, and continuous improvement, and ensure that colleagues feel supported, engaged and inspired to deliver exceptional digital, data, and technology services for the organisation.
• Contribute to, and actively participate in, the executive leadership of BTA, working closely with colleagues on transforming how we operate and the services we provide ensuring DDaT strategy delivers on organisational priorities. Ensure we are future proofing the organisation, anticipating, and planning for changes in consumer behaviour and technology trends. Be a trusted advisor to the Board on all DDaT matters.
• Lead the next chapter in our transformation journey, shaping the direction of organisational strategy through digital, data, and technology:
  • Shape and drive the digital transformation of the BTA.
  • Lead innovative strategies that deliver the organisation’s objectives.
  • Identify and act on the changing landscape of digital, data, and technology.
  • Enable the use of AI and emerging technologies while ensuring inclusivity, security, and ethical practices.
  • Ensure data and technology architecture decisions are robust, long-term and support scalability, reusability, and interoperability across government.
  • Drive effective change and embed a culture of continuous innovation, ensuring that VB and VE are at the forefront of DDaT capability.
• Ensure that effective technology and information governance structures, processes and controls are in place and working effectively across the BTA. Ensure this provides:
  • An inclusive and transparent leadership and decision-making structure for digital transformation and capability development, achieving buy-in and maximising impact.
  • That the organisation continues to deliver on cyber security standards as set by the Government for its agencies.
  • The CEO and BTA Boards with the assurance that strategic risks are identified and managed, and where appropriate escalated and shared with Senior Stakeholders, ensuring to both information and continuity of operational services are mitigated.
• Be accountable for financial decision making and probity and implement strong and effective management controls for financial decision making and economic assessment of value for money for all DDaT investments. Establish and oversee strategic supplier and vendor relationships, ensuring value for money and alignment with our strategic goals. Negotiate and secure investment for digital, data, and technology, advising on investment priorities across competing demands to maximise benefits and outcomes.
• Drive a benefits-realisation culture, methods and discipline relating to DDaT investments, ensuring that the expression of benefits is transparent and measurable in the context of inexorable increases in service demand levels. Ensure that benefits are realised and utilised at organisation-wide level.
• Develop collaborative strategic partnerships working across Government and other Departments to deal with the most complex issues, sharing best practice, and deploying shared services. Represent VB and VE on digital, data, and technology issues. Play an active role in delivering the Modern Digital Blueprint for Government by ensuring that our products, platforms, and delivery plans are consistent with Government Digital Services (GDS) strategy and standards.

Person specification

All of the following criteria are essential.

Essential Knowledge, Skills, and Experience

• 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.

Experience & Skills

• 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.

Personal Style and Behaviours

• Visionary, strategic and future‑focused, bringing a bold, forward‑looking mindset, able to anticipate digital, data and technology trends and translate them into clear strategic direction. Acting as a change agent and digital evangelist, championing innovation, and transformation across the organisation.
• Inclusive, empathetic, and people‑centred, building strong, trusting relationships with colleagues at all levels, creating psychologically safe, collaborative environments.
• Leading with emotional intelligence, valuing diverse perspectives, and ensuring teams feel heard, respected, and empowered.
• Decisive, accountable and delivery‑driven, making informed decisions at pace, balancing strategic vision with operational reality. Demonstrating ownership, resilience, and a strong sense of accountability for outcomes, performance, and delivery.
• Collaborative, influential and politically astute. Working seamlessly across functions, breaking silos, and aligning stakeholders behind shared outcomes. Influencing with credibility — simplifying complexity for non‑technical audiences and securing buy‑in for strategic initiatives.
• Builder of culture, capability and high‑performing teams, inspiring multidisciplinary teams, setting high standards while nurturing growth and development. Creating a culture of continuous learning, professionalism, accountability, and improvement.

All of the following criteria are desirable

• Knowledge of PCI DSS.
• Knowledge of ITIL (v3 or v4).
• Knowledge of Cyber Essentials.
• Knowledge of public sector procurement.
• Experience with Microsoft, Databricks, and other strategic vendors.