Title:  Digital Channel Optimisation Advisor

About Us

The Department of Transport and Planning seeks to create thriving places and connected communities by ensuring Victoria’s transport and land use is safe, sustainable and integrated. Our job is to further integrate the transport network and land uses to improve the delivery of services to Victorians for simpler, quicker and safer journeys that connect people and places and support Victoria's prosperity and liveability.

The department is an equal opportunity employer and welcomes applicants from a diverse range of backgrounds, including veterans, people who identify as Aboriginal and Torres Strait Islander, have a disability, are from varied cultural backgrounds and those who identify as LGBTIQ+. The department provides workplace adjustments for applicants with disabilities.

About the Communications and Customer Experience Division

Communications and Customer Experience is a Division in the Department of Transport and Planning. Our division supports the department to deliver on the Government’s transport and planning agenda, to get people home sooner and safer and to efficiently move more goods in Victoria’s thriving economy. We do this through clear communications, genuine engagement and marketing campaigns that resonate with people because they are focused on delivering better outcomes for people, wherever they live.

Our focus is to enrich the lives of Victorians on an integrated transport network, reducing customer time and effort, increasing personalisation and positively impacting their transport experience. The division innovates with communications approaches to support organisational, cultural and behavioural change.

About the Role

DTP websites are accessed millions of times every week. Organic search is the most popular way Victorians and visitors reach this information. This role will be responsible for ensuring that the customer search experience remains high quality, through monitoring, maintaining and identifying opportunities for improved performance.

The role will work collaboratively with key stakeholders to produce analysis, recommendations, reports and data visualisations that provide subject matter advice supporting strong customer outcomes for search and digital channels.

To access the Position Description, please click here’.

Position Outcomes / Accountabilities

KEY ACCOUNTABILITIES

•Work with the Digital Strategy & Performance team to deliver insights and performance reporting relating to access and visibility across DTP customer-facing websites.

•Create reports from sources including Google Analytics and Google Search Console in data visualisation platforms.

•Analyse and interpret data from multiple sources to improve the customer experience across digital channels.

•Optimise website content to ensure it is in line with SEO principals, WCAG guidelines and plain English policy.

•Monitor and improve backlink health through regular backlink audits, link disavowal and link building opportunities.

•Undertake research and analysis activities to ensure DTP websites remain visible and relevant in line with current trends and developments across search engine optimisation strategies.

•Utilise technical knowledge to assist in creation, migration and optimisation of new websites and digital products.

•In line with Section 31A of the Public Administration Act 2004 (Vic) other duties may be assigned consistent with employment classification, skills, and capabilities

Key Selection Criteria

As a Digital Channel Optimisation Advisor, your strength in data literacy will be key. You'll use advanced Excel functions, pivot tables, and data visualisations to extract insights and guide decision-making under expert guidance. Understanding data sources and structures is essential to ensure integrity in your analysis.

You will also contribute to a culture of innovation and continuous improvement by identifying opportunities to enhance processes within your team. Your ability to communicate with impact—through clear, concise, and audience-appropriate presentations—will support knowledge-sharing and stakeholder engagement.

Your foundational digital literacy and applied stakeholder management skills will ensure success across varied projects. Combining critical thinking and problem-solving with a customer-focused mindset, you'll address challenges by interpreting guidelines, analysing information, and collaborating to deliver outcomes that add real value.

Personal Attributes

As a Digital Channel Optimisation Advisor, you demonstrate strong outcomes thinking by aligning your work with organisational goals and taking ownership of your responsibilities. You collaborate effectively, support your team, and share knowledge generously—contributing to a cohesive, high-performing environment focused on delivering impactful results.

Qualifications and Experience

Mandatory

•Experience with Google Search Console.

•Experience with Google Analytics for websites, including GA4 properties.

Experience with Microsoft Excel (intermediate skill level).

•Experience with SEO tools such as Screaming Frog, ahrefs, SEMrush, Moz, Majestic or similar.

•Experience preparing and presenting digital channel performance and insights to stakeholders.

Desirable 

•Experience with visualisation tools such as Google Data Studio/Looker Studio/PowerBI would be well regarded.

•Experience editing and publishing using a large website CMS (e.g. Sitecore, Drupal, SqizMatrix.)

Role Specific Requirements

•Appropriate qualifications or significant experience in digital advertising, communications, journalism or another related field.

What we offer

• Meaningful work making Victorian communities more accessible and liveable
• Professional growth and development opportunities across the department and the wider Victorian Public Services
• A hybrid working model focused on collaboration and teamwork
• Optimal work-life balance initiatives including flexible working arrangements
• Opportunity to work across multiple urban and suburban hubs
• We prioritise the development of a safe and inclusive culture

Culture Value

We are an equal opportunity employer, embracing a diverse range of applicants such as veterans, and people who identify as Aboriginal and/or Torres Strait Islander, LGBTQIA community members, individuals with disabilities and/or health conditions, as well as those from varied faith and cultural backgrounds. At our department, we prioritize the development of a safe, inclusive, and high-performance culture through shared actions and behaviours that align with our strategy and direction. This empowers our employees to effectively contribute to our goals.

How to Apply

Applications close at 11:59 PM on  Sunday the 25th of May, 2025

Please include a resume and cover letter. All applications must be submitted through the online portal. We’re unable to consider email or manual applications.

For more information, contact Nick P Siemensma (DTP) nick.siemensma@transport.vic.gov.au  - Manager, Digital Strategy and Performance

Preferred applicants will need to complete a police check and other pre-employment checks. Your information will be treated confidentially.

If you require additional adjustments across the recruitment process or accessible formats of this ad, please contact us by phone or email.