Personalisation Audience Manager

Company Description At Frasers Group we’re rethinking retail. Through digital innovation and unique store experiences, we’re serving our consumers with the world’s best sports, premium and luxury brands globally. As a leader in the industry, we’re elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME. Why join us?

Our vision - we are building the planet’s most admired and compelling brand ecosystem Our purpose - we are elevating the lives of the many with access to the world’s best brands and experiences At Frasers Group, we fear less and do more. Our people are forward thinkers who are driven to operate outside of their comfort zone to change the future of retail, embracing challenges along the way.

The potential to elevate your career is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles:
Own it and back yourself
- Own the basics, own your role and own the result Think without limits
- Think, think fast, think fearlessly Be relevant
- Relevant to our people, our partners and the planet Are you ready to join the Fearless?

Job Description

The Role:

We are looking for a highly analytical and commercially minded Personalisation Audience Manager to lead the development, management, and optimisation of customer audiences across digital and marketing channels.

This role will sit within the Personalisation function and play a critical role in scaling customer segmentation, audience strategy, and cross-channel personalisation capabilities through data, process improvement, and AI-driven approaches.

This is a highly collaborative role that combines customer insight, technical understanding, stakeholder management, and strategic thinking.

Key Responsibilities:

Manage day-to-day audience and segmentation requirements within the Customer Data Platform from a business perspective.

Own the definition, governance, and ongoing optimisation of key customer audiences used across onsite and marketing channels.

Develop scalable and reusable audience frameworks that support acquisition, retention, conversion, loyalty, and lifecycle marketing objectives while aligning to wider business priorities.

Partner closely with Marketing teams to understand channel requirements, customer targeting needs, and cross-channel journey opportunities.

Work collaboratively with Product teams to define and prioritise CDP enhancements and personalisation capabilities.

Support the wider Personalisation team with audience insights, segmentation logic, and data requirements.

Collaborate with Analytics teams to develop customer, audience, and performance reporting frameworks.

Own Audience reporting to drive audience strategy across on and off site.

Align audience strategies across onsite experiences and marketing activation channels to ensure consistency and effectiveness.

Conduct deep dives into customer journey and behavioural data at a segment level to identify opportunities for optimisation and growth.

Use customer insight and performance data to create recommendations and strategic roadmaps focused on improving key KPIs including CVR, retention, engagement, and customer lifetime value across key segments.

Drive scalable personalisation and segmentation initiatives through automation, AI, and process improvements.

Champion a test-and-learn culture within audience management, segmentation, and personalisation practices.

Manage and mentor 1 direct report.

Qualifications Experience working with Customer Data Platforms (CDPs), audience segmentation, or customer data management.

Strong understanding of customer lifecycle marketing and personalisation strategies.

Experience partnering with cross-functional teams including Marketing, Product, Analytics, and Data.

Strong analytical skills with the ability to interpret customer behaviour and performance data.

Experience building audience strategies and segmentation frameworks across digital channels.

Commercially focused mindset with experience linking audience performance to business KPIs.Strong stakeholder management and communication skills.

Ability to…