Dunelm
Head of Commercial Strategy
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Home. There’s no place like it. And there’s no feeling like helping people create the joy of feeling truly at home. At Dunelm, that’s what we do. We’re the UK's number one choice for homewares because we make home life lovelier for our customers. And the caring and supportive culture we've created makes this a place you'll feel right at home too.
We are the UK’s Number One homewares retailer offering c100,000 products building a consumer-focused total retail business that delights customers through our multichannel operation.
We are ambitious in our plans to drive further expansion of the business to more customers, shopping more frequently, with more choice, enhanced digital and physical services, and new capabilities to innovate and operate at pace in a fast-changing landscape. In developing the business for the long-term benefit of our customers, we are investing in our supply chain, stores and technology to improve the customer proposition as we move forward.
Department Overview
Dunelm are entering a new phase of investment, growth and transformation across the business. Our Commercial team will be central to achieving the company's ambitious plans. Throughout the next 5 years we will need to evolve our commercial proposition at pace.
Our ambition is to simplify, curate and elevate our ranges whilst sharpening our value reality and perception, driving a larger share of existing and new customer spend. This will be a significant change programme that will impact all areas of commercial, suppliers and large elements of the wider business.
This role will be tasked with developing and prioritising short, medium & longer term growth initiatives which are used to help Dunelm stay ahead of customer needs, leading the development and implementation of commercial and category strategy plans.
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The role will report to the Commercial Strategy & Transformation Director and will be a key part of the commercial leadership team, as well as the wider transformation programme.
Key responsibilities
- Leading the development of the commercial strategy, and ownership of implementation.
- Developing and implementing a defined approach to category roles and, developing corresponding playbooks for implementation.
- Define and lead governance to ensure category strategies are implemented.
- Leading the development and implementation of a range optimisation programme to curate and simplify our ranges, making it easier for customers to shop our amazing products.
- Defining a pricing & promotional strategy that reassures customers that we are amazing value, whilst driving profitable sales growth.
- Leading the implementation of an E2E furniture growth strategy which doubles sales.
What we will look for in you
- Experience in leading the development and implementation of omni-channel commercial and category strategies.
- Experience of omni-channel commercial environments, building and implementing commercial propositions across all channels.
- Demonstrable ability to coherently define future strategy and implementation plans utilising both data & experience.
- A track record of exceptional leadership, leveraging data and putting the customer at the heart of what we do.
- Analytically inclined, able to work with large data sets.
- A “get things done” mindset, knowing how to communicate the direction whilst delivering value quickly.
- Strong stakeholder communication skills, especially to senior and C-suite members of the business - demonstrating a "stronger together" approach.
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Valued Behaviours
- Always start with the customer and working backwards to create the best customer proposition which showcases the Dunelm Difference.
- Encouraging the team to adapt an ever more customer first approach.
- Be curious, internally, and externally, continuously engaging with our industry, sector, and other departments to gain knowledge and understanding.
- Building connected networks which unlock the true potential of Dunelm.
- Create long term relationships with all our stakeholders at all levels of the business, making time to actively connect with colleagues across the business, with and without an agenda and creating pathways for easy communication.
- Create long term supplier partnerships that are fair and collaborative, giving Dunelm a true competitive advantage.
- Doing the right things for both our colleagues and the planet, building a thriving sustainable and circular business.
- Promote critical thinking and a safe environment to learn and try, unlocking innovation and new thinking. Encouraging others to act on their ideas, guiding and nudging them forward.
- Make the complex easy to understand, providing broader context and purpose in order to empower your teams and allow quick ways to value.
- Enable progress, making pragmatic decisions and priority calls whilst not losing sight of the goals and responding to risks and issues responsibly.
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