Digital Personalisation & Optimisation Manager

Digital Personalisation & Optimisation Manager

We are open to both a Coventry and London base location for this role.

As Digital Personalisation & Optimisation Manager, you’ll be responsible for leading a team of digital experts to continuously improve and optimise the digital experience for our customers across our general merchandise websites and app to achieve our commercial ambitions. This role is focused on leading the delivery of our web and app personalisation strategy, and later this year the growth of our conversion rate optimisation (CRO) program, to ensure each and every customer receives the most relevant and tailored experience as possible.

• Manage a team of digital experts that are focused on personalising the customer experience of our websites and app.
• This role will focus on delivering on the three strands of our personalisation strategy:
  • Segmentation:
    Augment the experience for a customer based on the interest and behaviours across our website and app (e.g. based on their category and browse behaviour)
  • Personalisation:
    Tailoring the experience for a customer based on what we specifically know about them. For example, a Nectar customer or financial services customer may get a different experience based on their profile.
  • Contextual:
    Delivering a more tailored experience for a customer based on their location, context or entry point / referring source. For example, tailoring the experience based on the weather in a user’s current location.
• Manage and regularly lead the ideation and management of a backlog of tests that support our personalisation ambitions. Work cross functionally to bring testing to life and track the results in a robust and objective way to optimise future performance and activity.
• Partner with our internal marketing teams to deliver our primary personalisation use cases leveraging our customer data platform, whilst supporting consenting base growth.
• Work closely with our digital analytics team to understand the impact of our personalisation activities and the incremental benefit it delivers.
• Work closely with our customer insight team and other key stakeholder customer-focused digital teams to understand points of friction in our experience which may benefit from personalisation and/or CRO augmentation.
• Develop and build new workflow and processes across functions to land personalisation activity in the most efficient and effective manner.
• Partner closely with product teams to understand and support the development roadmap for personalisation acting as an important point of contact for future developments and how we leverage them once released.

• A strong understanding of customer data, customer segmentation and experience of a DXC platform (e.g. Uniform, Optimizely, Adobe Experience Manager) is essential.
• Previous experience working in a commercial digital environment. Ideally you will have experience of managing teams that focus on delivering personalised experiences and/or CRO testing through websites, apps and/or marketing channels.
• You will have specific expertise and knowledge of personalisation technologies and audience building through (but not limited to) customer data platforms and digital experience compositions.
• Proven track record of personalising or optimising customer experiences to deliver customer and commercial value.
• Highly analytical mindset that can leverage and interpret complex data from a variety of sources to build an understanding of customer behaviour and performance.
• Highly competent in the use of and application of web-analytics data (experience with Adobe desirable) and how it can be used to understand customer behaviour to drive decision making.
• Experience working with product, technology, and engineering teams to achieve the best possible outcome for our customers.
• Demonstrate an ability to work at pace to deliver a programme of activity that will enhance the customer experience.
• Proven ability to lead, coach and develop a winning team through an authentic and empowering leadership style.
• An excellent communicator that can not only understand complex problems and challenges but…