Overview
Home. There’s no place like it.
And there’s no feeling like helping people create the joy of feeling truly at home. At Dunelm, that’s what we do. We’re the UK's number one choice for homewares because we make home life lovelier for our customers. We’ve crafted a workplace that feels just as welcoming – where you can bring your ideas, be yourself, and feel right at home.
As Senior Digital Optimisation Manager, you’ll play a pivotal role in elevating the customer experience on Dunelm.com—driving revenue through data-led experimentation and continuous conversion rate optimisation. Proactive and analytical, you lead with curiosity and pace, inspiring a high-performing team with a growth mindset and a relentless focus on improvement.
Strategic in approach and commercially astute, you build strong cross-functional relationships to influence change and maximise impact—making the most of what we have while unlocking the full potential of our third-party tools. You’ll be a key voice in shaping the digital roadmap, ensuring every initiative is aligned with our customer-first mindset and delivers measurable value.
What you'll be doing
* Lead the Optimisation Strategy: Define and deliver a data-led roadmap to improve customer journeys, conversion, engagement, and revenue across Dunelm.com.
* Uncover and Act on Insights: Use analytics, UX research, and journey mapping to identify friction points and drive measurable improvements.
* Drive Experimentation: Own the third-party testing programme, translating insights into clear actions across web and app, and communicating results with clarity.
* Collaborate Across Functions: Work closely with Product, Tech, I&A, Trading, and other teams to align priorities and deliver joined-up improvements.
* Influence at Scale: Lead cross-functional initiatives that span multiple departments, ensuring optimisation is embedded in broader business change.
* Shape the Tech Roadmap: Partner with Product to influence development priorities and ensure optimisation is built into delivery plans.
* Coach and Inspire: Lead the optimisation team, fostering a culture of curiosity, collaboration, and continuous improvement.
* Champion Personalisation: Own the testing and roadmap for personalized voucher codes in partnership with the Centre of Excellence.
* Support Category Optimisation: Collaborate with Category Strategy and Trade Planning to deliver content and improvements backed by strong business cases.
* Communicate with Impact: Share insights and recommendations with senior stakeholders to influence future enhancements and strategic direction.
What we'll look for in you
Essential Skills
* Strategic Leadership & Collaboration: Proven ability to lead cross-functional optimisation initiatives, influence senior stakeholders, and embed a customer-first mindset across teams.
* Strong project leadership with an agile, outcome-driven approach—balancing pace, precision, and adaptability.
Data-Led Decision Making
* Expert in digital analytics tools (GA4, BI, ContentSquare, Hotjar) to surface insights, track performance, and measure impact.
* Skilled in CRO, UX, and journey mapping to identify friction, unlock opportunities, and drive measurable improvements.
Commercial & Customer Focus
* Deep understanding of ecommerce KPIs and customer behaviour, with a sharp commercial lens and omnichannel awareness.
* Experience in personalisation, SEO principles, and content optimisation to enhance relevance and engagement.
Technical Fluency & Operational Excellence
* Confident in Excel and data interrogation—comfortable with formulas, lookups, and pivot tables.
* Maintains high standards across implementation, testing, and rollout—ensuring consistency, scalability, and site integrity.
Communication & Influence
Clear, confident communicator—able to simplify complex insights, challenge constructively, and drive alignment across senior stakeholders.
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