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 worlds 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:
- Think without limits - Think. Think fast. Think fearlessly.
- Own it and back yourself - Own the basics, own your role and own the results.
- Be relevant - Relevant to our people, our partners and the planet.
Are you ready to join the Fearless?
Job DescriptionAs Personalisation Lead, you will define and drive the Group's personalisation strategy across digital channels, ensuring every customer interaction becomes more relevant, engaging and commercially effective.
This role sits at the center of Digital, Product, Marketing, Analytics and Data, leading the evolution of customer experiences through data-driven decision making, audience strategy and experimentation. You will own the personalisation roadmap, develop future capability, and ensure onsite and offsite personalisation work together to create connected customer journeys.
Leading both the onsite Personalisation Experience team and the Audience Management function, you will establish scalable frameworks that enable consistent, customer-first personalisation across the Group's digital ecosystem.
You will champion innovation, AI-driven approaches, experimentation and evidence-based decision making while developing a high-performing team that delivers measurable commercial impact.
Key Responsibilities
- Define and own the Group Personalisation Strategy aligned to digital and commercial objectives.
- Build and maintain a multi-year personalisation roadmap across onsite experiences, audience management and future capability.
- Lead, coach and develop the Personalisation team, creating a culture of innovation, experimentation and continuous improvement.
- Establish best practice frameworks, governance and operating models for personalisation across brands.
- Drive adoption of AI and automation to improve scalability and efficiency.
- Oversee the creation and optimisation of personalised onsite experiences throughout the customer journey.
- Ensure customer experiences continually evolve based on behavioural insight, experimentation and business priorities.
- Support the development of new capabilities including product recommendations, content personalisation, merchandising and customer journeys.
- Lead the Audience Management function responsible for customer segmentation across onsite and marketing channels.
- Define scalable audience frameworks supporting acquisition, engagement, retention and loyalty.
- Work closely with CRM and Marketing teams to maximise the effectiveness of audience activation.
- Partner with CDP, Data and Analytics teams to maximise customer data utilisation.
- Develop customer insight frameworks that identify opportunities for personalisation and optimisation.
- Present strategic recommendations and performance updates to senior stakeholders.
- Ensure third-party tools deliver measurable commercial value.
What we're looking for:
- Significant experience leading Digital Personalisation, Optimisation or Digital Experience functions.
- Proven experience defining and delivering personalisation strategies at scale.
- Strong understanding of Customer Data Platforms, audience segmentation and customer lifecycle marketing.
- Strong commercial mindset with experience delivering measurable improvements in conversion, engagement and customer lifetime value.
- Excellent stakeholder management skills with experience influencing senior leadership.
- Strong understanding of experimentation, A/B testing and data-driven decision making.
- Proven people leadership and coaching experience.
Along with your benefits package we also offer a wide range of perks for our colleagues:
Frasers Champion- Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work. Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where they have lived the Frasers Group values.
Retail Reconnect – In order to build the planets most admired and compelling brand ecosystem, all employees must understand our business, product and customers. Each financial year, head office employees will gain insights by spending one to two days in one of our stores or the warehouse. The goal is to learn how the work you do impacts our teams on the frontline, and to bring ideas back to the office which will improve how we work.
Fearless 1200 – Fearless 1200 is our way of recognising our growth. It’s bold, ambitious, and designed to reward colleagues across the business for living our values and delivering impact. Fearless 1200 links how we perform to how we're rewarded – check out the video link to find out more - https://www.youtube.com/watch?v=O0qmvJofMew
Employee Welfare
Frasers Fit – Our Everlast Gyms Team are on a mission to make our workforce the best, and fittest on the planet! We run free gym classes for employees as well as discounted memberships to our clubs. Frasers Fit is our wellbeing programme which aims to support and improve colleagues Physical, Financial & Mental wellbeing. The app is accessible for every employee and includes training, nutrition and lifestyle advice- all completely free.
Retail Trust – We know that its not just about physical health, mental wellness is equally important which is why all of our employees get free access and support from the Retail Trust charity. This includes a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support.
What’s next?
Our Recruitment Team will be reviewing applications and all candidates will receive a response, whether you are successful or unsuccessful. Shortlisted applicants may be asked to confirm a few key details before being booked in for a first stage interview with the Recruiter - this will be behaviourally focussed and centred around how you align with our Culture and Values. If successful we anticipate one or two further interview stages with the Hiring Manager/wider team which will be more technically focussed and could include a presentation/task so we can see your skills in action.
