Digital Performance Manager in Swindon

The Digital Performance & Insight Manager is responsible for understanding, interpreting and acting on the trading performance of the Oak Furnitureland website. This role turns performance data into clear, commercially focused actions that grow online sales, conversion and average order value, and makes sure those actions are delivered and their impact is measured.

Reporting to the Ecommerce & Telesales Manager, the Digital Performance & Insight Manager will lead the eCommerce Executive team and act as deputy for the Ecommerce & Telesales Manager, taking ownership of day-to-day trading decisions in their absence.

The role works in close partnership with the Resource Planning & MI Operations Manager, who is responsible for interrogating performance data and producing management information. Where MI explains what has happened, this role explains why it happened and what the business should do next, translating insight into prioritised trading actions with clear owners, deadlines and expected value.

The role also owns the online merchandising agenda and requires a highly numerate, trading-focused individual who is confident using Google Analytics 4, Contentsquare and AI-enabled analytics tools to find opportunities quickly, test ideas rigorously and communicate insight in a way that drives decisions.

Core Responsibilities

Trading performance and insight

• Lead the daily, weekly and monthly review of online trading performance against budget, forecast and last year, identifying the key drivers of performance across traffic, conversion, average order value, category, product, device and channel.
• Translate performance data into a prioritised trading action plan, quantifying each opportunity in revenue terms, agreeing owners and timescales, and tracking delivery through to measured impact.
• Produce clear weekly trading commentary for the Ecommerce & Telesales Manager and wider stakeholders, explaining what happened, why it happened and what action is being taken.
• Partner with the Resource Planning & MI Operations Manager to define insight requirements, agree consistent KPI definitions and a single source of truth for online reporting, and interpret dashboards and MI into trading decisions.
• Use Google Analytics 4 and Contentsquare to diagnose customer journey friction and drop-off, building evidence-based recommendations for trading, merchandising and website improvements.
• Identify emerging trends, risks and opportunities early, drawing on competitor activity, promotional performance and insight from Buying, SEO, Social Media and Performance Marketing, and recommend action to protect and grow sales.

AI and analytics

• Use AI-enabled analytics and generative AI tools to accelerate analysis, detect anomalies, support forecasting and summarise performance, building repeatable and efficient insight workflows.
• Ensure AI-generated outputs are validated against source data before being used for decisions, and that AI tools are used in line with company policy and data protection requirements.
• Champion data literacy and responsible AI adoption across the eCommerce team, sharing best practice and identifying further opportunities for automation.

Online merchandising

• Own the online merchandising strategy and plans, using trading data, customer insight and merchandising software to optimise product placement, category sort orders, recommendations, cross-sell and upsell, site search and on-page filters.
• Lead a structured merchandising test and learn programme, working with the Digital Optimisation Specialist to define hypotheses, run tests, assess results with statistical rigour and roll out winning changes.
• Manage the relationship with our external merchandising supplier to maximise opportunities, adopt new functionality and follow industry best practice.
• Work with Buying, Supply Chain and Marketing to ensure the timely and accurate launch of new products online, with a merchandising plan for each launch and post-launch performance tracking.
• Partner with the Commercial team to ensure 100% accuracy of promotional pricing on the website.
• Work with Marketing to create and publish website content that supports campaigns and promotional events.
• Ensure regular website reviews and audits are completed to maintain the highest standards of accuracy, consistency and performance across all devices.

Leadership and collaboration

• Line manage the eCommerce Product Executive and eCommerce Executive, setting clear objectives, holding regular one-to-ones, prioritising workload and supporting their development to build a high-performing, data-led team.
• Deputise for the Ecommerce & Telesales Manager, leading trading meetings, representing eCommerce in stakeholder forums and making day-to-day trading decisions within agreed authority.
• Feed prioritised, data-backed insight into the Product Manager, Product Owner and UX Designer so that website roadmap and backlog decisions reflect trading impact.
• Share online customer behaviour insight with the Telesales & Retention Operations Manager to support a joined-up customer journey across web and phone.

Skills and Experience

• Proven experience in an eCommerce trading, digital performance, insight or merchandising role, ideally within retail and high-consideration products such as furniture or homewares.
• Highly numerate with strong commercial acumen, and a clear understanding of how traffic, conversion, average order value, margin and promotions drive online profitability.
• Advanced user of Google Analytics 4 and Contentsquare (or similar behavioural analytics tools), with strong Excel skills and confidence working with large data sets.
• A track record of turning data into commercial actions that have delivered measurable improvements in sales and conversion.
• Practical experience of using AI tools for analytics and reporting, with the judgement to critically evaluate AI outputs.
• Hands-on experience of online merchandising, including site search, recommendations, sorting and filtering, and merchandising platforms.
• Experience of designing and evaluating A/B and multivariate tests, with an understanding of statistical significance.
• Excellent communication skills, with the ability to tell a clear story from data and influence senior and non-technical stakeholders.
• Experience of line managing, coaching or developing others, or demonstrable readiness to step into a first line management role.
• Experience with SQL, BigQuery, Looker Studio or Power BI (desirable).
• Experience of working in a multichannel business with telesales or contact centre channels (desirable)

Key Relationships

• Internal: Ecommerce & Telesales Manager, Resource Planning & MI Operations Manager, Telesales & Retention Operations Manager, Product Manager, Product Owner, UX Designer, Digital Optimisation Specialist, Marketing, Performance Marketing, SEO, Social Media, Commercial, Buying and Supply Chain.
• External: Merchandising software supplier, analytics and technology partners.

Measures of Success

• Online sales, conversion rate and average order value delivered against target.
• Measurable incremental revenue from trading actions and merchandising tests.
• Timely, accurate and action-focused weekly trading insight.
• 100% promotional pricing accuracy and on-time delivery of new product launches online.
• Engagement, performance and development of direct reports.

Benefits:

• Employee discount: amazing discounts available on all Oak Furnitureland products after successful completion of probation
• Life assurance: free cover of a minimum of two times your annual salary up to the age of 65
• 25 days holiday per year plus bank holidays
• Birthday: an additional day off for you to celebrate your birthday
• Pension: 5% employee contribution with 4% employer contribution
• Hybrid working
• Employee Assistance Programme: gives all employees access to both telephone and face-to-face counselling services
• My Rewards Programme: offers discounts on everything from restaurants and supermarkets, to entertainment and holidays
• Free on-site parking

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