Your new role
About DFS
We’re home to DFS, Sofology, and The Sofa Delivery Company - three distinctive brands with a shared mission to bring great design and comfort into every home, affordably, responsibly, and sustainably.
At DFS Group, everyone plays a part. Whether you’re supporting our brands or serving our customers, you’re helping shape the future of furniture retail. Each brand has its own identity and creative direction, but we’re united by a culture that puts people and purpose at the heart of everything we do.
Everyone Welcome
Across our Group, we're committed to a culture where everyone feels welcome, valued, and can thrive at work. We celebrate diverse voices, champion inclusion, and support each other through our growing colleague networks. We invest in partnerships that drive change, from supporting Doncaster Pride and introducing the Hidden Disabilities Sunflower, to partnering with Carers UK and developing leaders with Diversity in Retail.
We're proud to be an equal opportunities employer, committed to building a workplace that reflects the communities we serve. So, if your experience doesn't quite match the specification, we'd still really love to hear from you
Your new Role
Working closely with the Data Analytics Manager and wider Marketing Team, this role will be responsible for turning audience data and customer intelligenceinto real-world outcome-driven marketing activations across paid media, CRM, and emerging channels across the DFS Group.
This role sits at the heart of our Group Customer Data Strategy so the successful candidate will be responsible for the deployment and activation of our FirstParty Data (1PD) audiences, enriching audience data with insight and 3rd party sources, and supporting the Marketing team to target, test and report ouraudience data effectively. You will contribute to smarter targeting, effective measurement, higher marketing efficiency and deeper customer engagement.
This is a highly collaborative role, working closely with our Digital, Paid Media, CRM, Creative, and Web teams to help translate insights into action. As part ofthis, you will have the opportunity to provide audience recommendations that translate across the marketing funnel as well as understanding the needs ofchannel managers to drive forward business, channel and campaign goals. Additionally, there will be a need to work collectively with our partner agency teamsto ensure alignment on audiences, testing frameworks and execution excellence across our audience strategy.
What you will be doing
Audience Deployment & Activation
● Use Customer Data Platform/BigQuery-powered segments to build, refine and deploy customer audiences across activation channels including PaidSearch, Paid Social, CRM, Display, CTV and Partnership channels.
● Maintain consistent audience naming conventions, governance and best practice across platforms whilst ensuring all audiences are privacy-compliant,robust and match to platform requirements.
Campaign Execution, Optimisation & Measurement
● Work with channel teams to help develop audience targeting strategies based on marketing insights, campaign goals and attributedperformance data.
● Support the creation of activation-level dashboards (e.g., audience delivery, match rate, incremental uplift, profit model reporting)
● Ensure all activation is logged and tagged correctly to feed into our Measurement Framework.3. Data Growth & Enrichment
● Support the activation and reporting of high-impact customer data capture initiatives across web, in-store, CRM and social.
● Support the process to upload, validate and enrich customer data using the Cleanroom environment and partner datasets.
● Working with the Marketing and Data Engineering team, support the optimisation of data pipelines for activation readiness.
Skills and Qualifications
Essential
● Experience in digital marketing audience activation across at least one major channel (Paid Search, Paid Social, CRM, Display, etc).
● Understanding of audience targeting, customer segmentation or customer lifecycle marketing.
● Strong analytical mindset with ability to interpret audience and performance data.
● Experience working with marketing platforms (e.g.ads manager), Customer Data Platforms (e.g. Bloomreach) and insight tools (e.g. GoogleAnalytics).
● Comfortable manipulating and quality-checking datasets for activation, interpreting data to spot trends and identify opportunities
● Familiar with test-and-learn frameworks (A/B tests, geo-tests, messaging tests).
● Excellent stakeholder communication skills.
Desirable
● Experience using BigQuery or SQL for basic queries.
● Exposure to data cleanrooms (e.g., Google BigQuery Cleanroom).
● Experience activating 1PD audiences and API/CAPI integrations.
● Experience in retail, ecommerce or multi-brand environments.
● Understanding of attribution, incrementality, MMM or Profit-based optimisation.
DFS Benefits
Potential Annual Bonus Scheme: Contribute to our success and get rewarded for it
Growth and Training: Learn new skills and develop your career with us
Leave: Enjoy a great holiday allowance, with the option to buy 5 extra days. Take advantage of our enhanced leave for Maternity, Paternity, Shared Parental, and Adoption, plus a paid volunteering day each year
Discounts: Get 30% off DFS and Sofology products for yourself, plus discounts for friends and family - and savings at big brands like Sainsbury’s, ASOS, and IKEA
Wellbeing Perks: Access healthcare services, an Employee Assistance Programme, and discounted gym memberships
Pension and Savings: Join our Group Pension and Sharesave schemes
Life Assurance & Sick Pay: Peace of mind with Life Assurance and Company Sick Pay