Digital Lead

Lloyds Banking Group • Bristol, UK • 1d ago

JOB TITLE:Digital Lead

SALARY:£78,098 - £91,880

LOCATION(S):Birmingham, Bristol, Edinburgh, Halifax, Leeds

HOURS:Full-time

WORKING PATTERN:Our work style is hybrid, which involves spending at least two days per week, or 40% of our time, at one of our office sites

About this opportunity

We are looking for a Digital Lead within Group Corporate Affairs. This role owns the vision, strategy and execution of Lloyds Banking Group’s corporate website as a living, AI‑enabled platform that shapes reputation, trust and visibility across human and machine audiences.

This is not a role focused on publishing or optimisation alone. The Digital Lead sets direction for how the organisation is understood by media, investors, collaborators, policymakers, career seekers, and, increasingly, large language models and AI systems. The website is a core reputational asset, and this role is accountable for ensuring it is authoritative, discoverable, trusted and future‑ready.

You will operate with a high degree of autonomy, setting strategy, shaping investment proposals, and leading a curious and high-performing team across content, data, platforms and AI‑driven innovation. You will work closely with Social Media, Brand, Public Affairs, Investor Relations and the Group’s AI, Lab, and platform engineering teams to deliver a joined‑up digital ecosystem.

This is a senior leadership role with genuine scope to shape how Lloyds Banking Group shows up in a rapidly changing digital and AI landscape. We’re leading the way in many facets of our work, this role will accelerate that momentum forwards.

What you will be accountable for:

Strategy, vision and direction

Set and own the long‑term digital strategy for LloydsBankingGroup.com, aligned to Group Corporate Affairs priorities and the Group’s wider transformation agenda.
Translate strategic ambition into clear roadmaps, priorities and outcomes, moving the team from experimentation to engineered, scalable delivery.
Position the website as a living platform that shapes opinion, builds trust and protects reputation across traditional search, AI systems and emerging discovery environments.
Act as the senior digital voice of Group Corporate Affairs, confidently advising and influencing at Director, ExCo and Board level, as well aligning and collaborating with website teams across Brands, Marketing & Experience (BMX)

AI, GEO and digital leadership

Treat AI and large language models as a core audience, not an edge case.
Lead the evolution from traditional SEO to Generative Engine Optimisation (GEO), ensuring content is structured, cited and accurately represented in AI‑generated responses.
Own the approach to engineering content for retrieval, summarisation and citation, including structured data, entity‑based content and internal linking strategies.
Drive adoption of AI across the full content lifecycle, from ideation and creation through optimisation, reporting and refresh.
Partner closely with AI, Lab and platform teams to embed AI into CMS workflows, tooling and ways of working.

Investment and commercial ownership

Own and manage a significant dependency on the Group’s Digital Frameworks Platform, ensuring strategic priorities inform budget and resource prioritisation. .
Make confident, evidence‑based decisions on where to prioritise, where to optimise and where to stop activity that does not deliver impact. Working closely, and forming relationships, with key platform colleagues to help deliver our work at pace.
Balance ambition with pragmatism, managing risk, dependencies and delivery trade‑offs across internal teams and external partners.

Team leadership and ways of working

Lead, develop and inspire a high‑performing, multidisciplinary digital team covering website management, content, optimisation, analytics, platforms and AI‑enabled delivery.
Set clear direction, standards and guardrails that enable pace without sacrificing quality, accessibility or governance.
Build an AI‑native, data‑led culture where teams are empowered to work autonomously, take ownership and continuously improve.
Role‑model calm, confident leadership in high‑pressure moments, including results reporting, market‑sensitive activity and reputational risk.

Platforms, CMS and delivery excellence

Own the strategic evolution of the CMS and digital platform, ensuring it enables scale, speed and consistency.
Drive development of reusable components, AI‑ready templates and modular content models that reduce manual effort and enable self‑serve publishing.
Ensure accessibility, performance and experience are designed in from the outset, not retrofitted.
Oversee delivery of complex, high‑risk activity including results reporting, investor content and regulatory‑sensitive updates.

Data, measurement and impact

Move the team beyond volume‑based metrics to a clear focus on impact, usefulness and influence.
Define and own measurement frameworks covering AI visibility, citation, accuracy, trust, engagement quality, accessibility and delivery efficiency.
Use real‑time insight to prioritise work, guide decision‑making and confidently stop activity that does not contribute.
Regularly report performance and insight to senior collaborators, translating complexity into clear, actionable narratives.

Why join us?

We’re transforming at pace. Investing billions in our people, data and tech to change the way we meet the needs of our 28 million customers. We’re growing, and we’d love you to be part of the journey.

What we are looking for:

Leadership and mentality

A senior digital leader who is comfortable setting direction, making decisions and operating with autonomy.
Proven experience leading high‑performing teams through change, ambiguity and transformation.
Confident influencing and advising senior collaborators on complex, emerging digital and AI‑related topics.
Calm, credible and assured in high‑profile or time‑critical situations.
Expert communicator and ability to build collaborative relationships.

Digital, AI and platform expertise

Deep experience owning and evolving large‑scale websites or digital platforms in complex, regulated environments.
Strong understanding of modern content strategy, SEO, GEO and how AI systems retrieve, summarise and represent information.
Experience embedding AI into workflows, tooling or operating models to drive scale and efficiency.
Fluency across CMS platforms, structured content models, analytics and performance optimisation.

Strategic and commercial capability

Demonstrated experience owning investment budgets and making trade‑offs to deliver maximum impact.
Strong strategic problem‑solving skills, with the ability to move from vision to practical delivery.
Comfortable balancing innovation with risk management, governance and compliance.

Why this role matters

This role sits at the intersection of reputation, technology and trust. The Digital Lead is accountable for how Lloyds Banking Group is understood by people, institutions and AI systems, now and in the future.

It is a rare opportunity to shape a genuinely industry‑leading approach to digital corporate affairs, with the backing, scale and ambition to do it properly.

We know that great talent comes from many backgrounds. Whilst this job advert may reference specific years of experience, we recognise that skills are developed in many ways, so if you have relevant, transferable experience, we encourage you to apply.

This is a place for you

Our ambition is to be the leading UK business for diversity, equity and inclusion supporting our customers, colleagues and communities, and we’re committed to creating an environment in which everyone can thrive, learn and develop.

We also offer a multifaceted benefits package, which includes: