Frasers Group
Personalisation Audience Manager
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Company Description
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 planet’s 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:
- Own it and back yourself - Own the basics, own your role and own the result
- Think without limits - Think, think fast, think fearlessly
- Be relevant - Relevant to our people, our partners and the planet
Are you ready to join the Fearless?
Job Description
The Role:
We are looking for a highly analytical and commercially minded Personalisation Audience Manager to lead the development, management, and optimisation of customer audiences across digital and marketing channels.
This role will sit within the Personalisation function and play a critical role in scaling customer segmentation, audience strategy, and cross-channel personalisation capabilities through data, process improvement, and AI-driven approaches.
This is a highly collaborative role that combines customer insight, technical understanding, stakeholder management, and strategic thinking.
Key Responsibilities:
- Manage day-to-day audience and segmentation requirements within the Customer Data Platform from a business perspective.
- Own the definition, governance, and ongoing optimisation of key customer audiences used across onsite and marketing channels.
- Develop scalable and reusable audience frameworks that support acquisition, retention, conversion, loyalty, and lifecycle marketing objectives while aligning to wider business priorities.
- Partner closely with Marketing teams to understand channel requirements, customer targeting needs, and cross-channel journey opportunities.
- Work collaboratively with Product teams to define and prioritise CDP enhancements and personalisation capabilities.
- Support the wider Personalisation team with audience insights, segmentation logic, and data requirements.
- Collaborate with Analytics teams to develop customer, audience, and performance reporting frameworks.
- Own Audience reporting to drive audience strategy across on and off site.
- Align audience strategies across onsite experiences and marketing activation channels to ensure consistency and effectiveness.
- Conduct deep dives into customer journey and behavioural data at a segment level to identify opportunities for optimisation and growth.
- Use customer insight and performance data to create recommendations and strategic roadmaps focused on improving key KPIs including CVR, retention, engagement, and customer lifetime value across key segments.
- Drive scalable personalisation and segmentation initiatives through automation, AI, and process improvements.
- Champion a test-and-learn culture within audience management, segmentation, and personalisation practices.
- Manage and mentor 1 direct report.
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Qualifications
- Experience working with Customer Data Platforms (CDPs), audience segmentation, or customer data management.
- Strong understanding of customer lifecycle marketing and personalisation strategies.
- Experience partnering with cross-functional teams including Marketing, Product, Analytics, and Data.
- Strong analytical skills with the ability to interpret customer behaviour and performance data.
- Experience building audience strategies and segmentation frameworks across digital channels.
- Commercially focused mindset with experience linking audience performance to business KPIs.
- Strong stakeholder management and communication skills.
- Ability to manage multiple priorities in a fast-paced environment.
Additional Information
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 planet’s 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.
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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.
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