Digital Conversion Manager


Malmesbury - United Kingdom


The growth of Dyson’s Direct business is a key strategic priority for the organisation and based on significant ambitions will be a key focus area of the business. Based in Malmesbury and reporting to the Group Head E-Commerce Conversion, you will be managing the development of all digital testing and optimisation campaigns across Dy­ to help deliver our direct business goals.
Utilizing available customer data insights you will leverage your deepan understanding of digital optimisation to lead the planning, execution and in-flight enhancements of targeted test campaigns in order to improve the customer experience and our direct sales performance. You will work closely with product owners, markets, commercial teams and best in class external agencies to contribute to the creation of the testing strategy that adds significant value by aligning the Dyson Direct experience to the changing need of our customers.


Key responsibilities:
  • Manage the development and day to day delivery of Dyson’s digital AB & MVT optimisation roadmap across multiple markets.
  • Work closely with Digital Analysts and stakeholders to evaluate insights and digital performance in order to deliver optimisation campaigns to improve the performance of Dyson’s direct sales channel.
  • Proactively identify test opportunities and propose solutions to enhance the customer experience and direct sale conversion based on insights and previous learnings.
  • Lead the planning, implementation and approval of structured optimisation tests, both internal set-up or via external agencies, in order to improve the customer experience and direct conversion rate.
  • Deliver in-flight optimisation improvements to drive the best possible test experience and outcomes.
  • Update key stakeholders on optimisation learning’s and clearly communicate recommendations across the Direct Team and wider business as necessary to support data lead change.
  • Manage the best external agencies and work closely with internal teams in the delivery of test campaigns (Group Creative, Commercial & IT).
  • Contribute to the growing insight-based and data driven culture to drive informed business change.


Essential skills & experience:
  • Significant experience in leading the development and execution of test optimisation campaigns, with a proven record of delivering a roadmap of activity aligned to the business performance goals.
  • Proven track record of identifying new digital optimisation opportunities based on data insight and its interpretation into actionable test hypothesis and campaigns.
  • Excellent knowledge of Adobe Target & Analytics, Oracle Maxymiser, Google Analytics and SessionCam or similar technology.
  • Must have experience of executing AB & MVT optimisation campaigns through self-serve tools, preferably Adobe Target.
  • Experience in the design, QA and build of test optimisation campaigns, through to reporting and interpretation analysis of the impact from a commercial perspective.
  • A detailed understanding of how data insights and test optimisation techniques (AB and MVT) can be used to improve user experience and drive conversion rate optimisation / performance.
  • The ability to distil campaign data into simple themes that are appropriate for senior and non-technical stakeholders.
  • Excellent communication and presentation skills at all stakeholder levels. Experience in working across creative design and technical development teams to deliver optimisation campaigns.
  • Must be comfortable working in a fast-paced commercial environment with the ability to multi-task.
  • Strong awareness and understanding of optimisation best practice, digital trends and ability to leverage new conversion tools as they become available.
Not essential, but it would be advantageous if you had the following experience or skills:
  • Experience of working in a direct to consumer business across different markets. Experience of working agency and client-side with a strong understanding of how to influence audiences.
  • Good understanding of user journeys, digital usability and user experience.
  • Previous experience in utilising content management systems. Experience of managing/utilising social media management platforms (e.g. Sprinklr)


  • 27 days holiday plus eight statutory bank holidays
  • Pension scheme
  • Performance related bonus
  • Life assurance
  • Sport centre
  • Free on-site parking
  • Subsidised café and restaurants
  • Discounts on Dyson machines

Posted: 25 June 2019