| Role title | Audience Analysis Accelerator Lead |
| Project name | Information Advantage Change Campaign |
| Reports to | Johnny Norris, IACC Project Lead |
| Security level | DV |
| Preferred start date | 1st April with some handover days during March |
| Days per week | 2.5 - 4 days per week depending on role clarification |
| Duration | Minimum of 6 months |
| Location | STRATCOM Northwood, MOD Shrivenham, WFH |
Joint Warfare, Strategic Command have contracted Warner McCall to provide consultant support to the Information Advantage Change Campaign. The campaign is structured around five delivery projects (known as accelerators) and two areas of wider development (known as primers). One accelerator focuses on 'Persistent Audience Analysis (PAA)[1], and supports the development of a Defence-wide PAA capability as part of an audience-centric understand function, to demonstrate its benefits at the operational level.
[1] PAA is ongoing audience (A3E) analysis to support the Defence frameworks, to provide indicators and warnings and to inform Target Audience Analysis (TAA).
The Audience Analysis Accelerator Lead will manage the delivery of the Persistent Audience Analysis (PAA) Accelerator on behalf of the team lead for Dir Joint Warfare, with a reporting relationship to SO1 Joint Effects (the delegated lead for delivering Information Advantage, for Hd Jt Warfare Dev on behalf of Dir Joint Warfare).
The PAA Accelerator is expected to deliver the following milestones during 2021:
- Work with stakeholders to shape and deliver an experimentation on audience analysis, that incorporates Persistent Audience Analysis (PAA) and Target Audience Analysis (TAA), in a ‘real world’ setting. The experiment will be used to demonstrate end-to-end audience analysis, to inform the requirements for audience analysis capability development. Principle stakeholders are Defence Intelligence, 77X and MSE. The experimentation may be conducted remotely over several weeks, sequencing the input of different teams and is expected to occur in Spring ’21, with planning taking place through Feb-March 21.
- Work with audience analysis stakeholders in PJHQ, 77 Bde, Defence Intelligence and StratCom (amongst others) to prove the value of inclusion of the PAA function and products on exercises - including Ex Joint Protector Sept '21 - to demonstrate its role in supporting mission planning.
- Manage the integration of PAA onto Ex Jt PROTECTOR, including connections with other Campaign accelerators and with the exercise design team within Joint Warfare and in SJFHQ.
- Guide the delivery of Dstl tasks supporting the PAA accelerator, including the development of an audience analysis Concept of Operations.
- Ongoing engagement with the PAA stakeholder community[1]. Currently a monthly meeting is chaired by the accelerator lead, to track tasking and to discuss issues and challenges for PAA.
- Review and develop processes for the integration of audience analysis into wider Defence processes.
- Develop material to articulate how audience analysis will operate.
- Develop organisational options for the standup of an audience analysis capability.
- Provision of subject matter expertise input into the campaign team.
- Engagement with other campaign projects that are developing processes and skills/training frameworks.
In addition to these key tasks, the accelerator lead will be expected to identify further collaboration opportunities for Joint Warfare to engage partners in Defence as part of the PAA function development. Currently in defence there is no single agreed authority on delivering audience analysis, or on owning a PAA function. The accelerator manager will be required to engage with individuals from across the sS and joint space, to bring coherence, share resources and identify opportunities for developing Defence's AA capability. This may include development of doctrine, process, assurances and governance.
The accelerator lead will be required to provide regular progress updates and escalate issues or risks to:
- Warner McCall Information Advantage Change Campaign change team leadership (several times a week)
- SO1 Information Advantage (weekly)
- Hd Warfare Dev (weekly)
The accelerator lead will also contribute to overall campaign planning activities and communication activities (e.g. providing material on the accelerator’s activities for newsletters, progress board updates, etc).
[1] Associated organisations include 77X, MIXG, 11 Grp, DI ISTE, DI HF, DI Tx, Dstl, MSE, SJFHQ. As appropriate attendance may expand to include, LWC, MWC, AWC, 30 Cdo.
Outputs
- Deliver the milestones listed above, which require delivery of different products and events.
- Weekly summary of progress, issues and risks to Information Advantage Change Campaign Team, both written and verbal updates.
- Monthly summary of work completed to WM.
The accelerator lead will be required to present all findings and recommendations clearly and compellingly to enable efficient and effective communication to the customer and the IACC team.
Essential skills and experience
- Knowledge or experience of how audience analysis is used in Defence to support military operations.
- Knowledge of models and theories used to design behaviour change strategies e.g. COM-B (Mitchie et al), ISM Model (Individual, social, Material), ADKAR, Elaboration Likelihood Model. Note COM-B is the model commonly used for TAA delivery in Defence.
- Experience in delivering novel capabilities and behaviour/organisational change
- Knowledge of How Defence Works and engagement with information operations / audience analysis.
- Awareness of the concept of ‘audience centric operations’ and Defence’s ambition as outlined in IOpC25.
- Competence in engaging stakeholders across Defence, and, fostering a collaborative approach towards change. This includes chairing workshops, running virtual meetings, developing thought leadership content, and influencing stakeholders.
- Experience managing project delivery
- Experience in engaging with 1* & 2* and working alongside the military.
- Consultancy skillset: capturing complex issues and solutions in simple language, development of visuals to explain concepts, excellent communication skills, ability to bring stakeholders along a change journey, skills transfer to MOD team.
- Skilled and experienced in the use of Microsoft products, specifically Word and PowerPoint.
Desirable skills and experience
- Understanding of Information Advantage.
- Experience and understanding of audience analysis products, to be able to contribute to shaping the products generated by the PAA function, both for key events and for broader capability development.
- Familiarity or experience with engaging some of the PAA stakeholder community organisations (listed above).
- Knowledge of industry tools available to support the delivery of audience analysis.
The Accelerator Lead must:
- Be able to very quickly integrate into a small team within a dynamic and evolving environment.
- Be highly organised, totally dependable and prompt.
- Be capable of working alone, at distance, under pressure, to time constraints.
- Have excellent communication skills, both verbally and in writing.
- Be able to maintain collaborative and positive relationships with stakeholders across Defence organisations, while being able to confidently represent Joint Warfare and the Change Campaign's objectives.
- Be prepared to become fluent in the audience analysis lexicon, understand the key tenets of PAA and manage how PAA becomes a capability.
- Have a rigorous, structured and logical approach to presenting information.
- Be a consummate team player.
- Be excited by the challenge of instilling a step-change approach in mindset in how Defence approaches operations, so that operations adopt an audience-centric approach, incorporate information and insight into decision making and therefore has the ability to outperform our adversaries within the information age.
In addition to the role-specific attributes above, the candidate will be assessed against the following criteria, which will be weighted appropriately for the role:
- Project Management Skills
- Problem Solving
- Customer Skills
- Team Working
- Leadership
- Consultancy Skills
To apply for this role, please send a covering letter and CV to Al Sweet. In the covering letter, please:
- include an availability start date.
- outline why you are suitable for the role based against the ‘Essential and Desirable’ requirements within the role description.
- include an expected day rate (negotiable).
- detail your current security vetting status.
