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Digital Marketing Director

Hours Per Week:
Job Description

Dunelm is a highly successful FTSE 250 company and the UK’s largest homewares retailer with annual sales of over £1 billion. Dunelm’s customer proposition offers industry-leading choice of quality products at keen prices, with high levels of availability supported by friendly service.  The online business is growing rapidly across all categories and channels.

Reporting to the Chief Customer & Digital Officer, the purpose of this role will be to develop and implement the digital marketing strategy for the overall business.  We continue to invest in this area of marketing and through the leadership of your team, you will find new ways to help grow the number of customers who shop at Dunelm, retain them effectively and ultimately increase sales.

The role works alongside the Digital Trading Director and the Digital Operations Director to drive overall digital strategy and performance.  It works closely with the Marketing Director to create an overall customer acquisition and retention plan and to build the Dunelm brand.

Key Role responsibilities include:

  • Accountable for the continued development and delivery of the digital marketing strategy. Working in a joined-up partnership with the wider digital and marketing leadership team to deliver a consistent customer-centric user experience across all channels.
  • Accountable for all parts of the digital marketing plan to increase Dunelm brand awareness, customer acquisition and retention. Always ensuring strong execution across all digital marketing activity to hit performance and customer KPIs across all paid marketing channels, SEO, CRM and affiliates/partnerships.
  • Manage a sizeable digital marketing budget to drive best returns.
  • Digital reporting and analytics across traffic, spend and channel. Measure performance of all campaigns, and assess against KPI’s. Review performance and implement changes to improve performance.
  • Lead the team to successfully launch digital marketing campaigns that that are linked to wider company marketing campaigns and seasonal campaigns and that are joined up with other internal teams.
  • Use data to create category-specific marketing strategies across all channels that unlock growth.
  • To grow our active customer base and drive engagement by step-changing the ‘one size fits all’ approach to CRM.
  • Work with the Marketing Director to understand the market and total potential customer base (unknown and known) and to co-create a joined-up plan that will enable Dunelm to move from channel-based marketing to customer-based marketing, driving brand awareness, customer acquisition and retention/engagement.
  • Identify new and emerging developments in online digital technology, competitor activity and industry best practice to help shape the future digital strategy.
  • Lead from the front, showing exceptional levels of connectivity and pride in creating a great place to work.
  • Engage and be effective in driving a culture of training, coaching and development, using all available resources.
  • Manage key agency relationships and balance the activity that is done in house vs by third party.
Skills Requirements:


  •            A passion for creating a positive customer experience.
  •            A proven track record in delivering a profitable return on investment from digital marketing activity.
  •            An excellent knowledge of current online marketing concepts, strategy and best practices.
  •            A strong understanding of website analytics tools, social media platforms and Google.
  •            Entrepreneurial mindset and approach – used to working with pace, agility and creativity.
  •            Able to identify, size and clearly describe, opportunities for customer growth through digital marketing.
  •            Effective leadership across a wide set of business stakeholders to drive engagement and gain knowledge.
  •            Strong organisational skills, logical approach and attention to detail. Proven ability to work to deadlines and manage multiple stakeholders and priorities.
  •            Accustomed to balancing the need to focus on short-term results, whilst delivering on a long-term plan.
  •            Self-motivated, resilient and able to demonstrate initiative. Tenacious and persistent.
  • Competitive salary
  • Staff discount (off sale items too) and sample sales
  • Birthday paid day of
  • Charity paid day off
  • House moving day - paid day off
  • Share save scheme
  • Peoples pension
  • Gym discount
  • Cycle to work scheme 
  • Mobile phone discount
  • Childcare vouchers 
  • Plus many more from restaurant, cinema, hotel discounts and discounts on fashion retailers!