A bit about us: Established in 1994, The Fragrance Shop is the UK’s leading independent fragrance retailer. Our aim is to make mainstream and luxury fragrances affordable and accessible to all. We showcase more than 130 fragrance brands in over 220 stores throughout the UK and online at www.thefragranceshop.co.uk. We are expanding and are looking for a Head of Digital & Optimisation to join the team and be part of a growing and vibrant brand.
Why you’ll love working here:
* Enjoy work-life balance with our flexible working scheme - including working from home allowance, duvet days and the choice to flex your working hours
* Vibrant state-of-the-art office, conveniently located in Trafford Park with great transport links and free onsite parking
* No need to travel to the gym – we have one here for you! Take advantage of our free onsite gym facilities before/after work or even pop in at lunch time
* Generous staff discounts on a wide range of fabulous fragrances
* Excellent progression and development opportunities - work with teams who are passionate about what they do and develop your expertise within a creative and collaborative space
The role:
The Head of Digital Experience & Optimisation is responsible for leading the full end-to-end digital journey across desktop, mobile, and app platforms. This commercially driven role blends UX leadership, CRO strategy, analytics, and innovation to deliver high-performing, customer-centric experiences. With a sharp focus on engagement, retention, loyalty, and conversion, the role also plays a pivotal part in understanding and optimising brand performance online — diagnosing what’s driving success or underperformance, and taking action to improve it.
What you’ll be doing:
Digital Experience Leadership
- Own and continuously optimise the full customer journey across desktop, mobile, and app to deliver seamless, inspiring, and frictionless digital experiences.
- Champion a design thinking approach to UX and UI, leading a cross-functional team of designers, researchers, and developers.
- Drive the online experience of the MyTFS loyalty programme, embedding personalisation, rewards, and content into the digital customer flow.
App Growth & Mobile Focus
- Lead the strategy, development, and performance of The Fragrance Shop app to maximise functionality, customer engagement, and retention.
- Collaborate on app-exclusive features that drive loyalty, gifting, education, and discovery (e.g., virtual try-on, digital advisors, personalised journeys).
International Growth & Digital Innovation
- Support the rollout of new digital platforms in international markets, ensuring UX localisation, platform alignment, and consistent reporting.
- Drive digital product innovation across fragrance discovery tools, personalisation engines, AI-driven experiences, and platform upgrades.
Analytics, Insight & Reporting
- Lead the digital analytics function within the digital experience team, turning behavioural data into actionable insight.
- Own key reporting tools and methodologies including GA4, Google Tag Manager, custom dashboards, and product analytics platforms.
- Partner with the data team to deliver commercial, KPI-driven insight across funnels, customer journeys, and product engagement.
- Ensure robust tagging, data accuracy, and compliance with consent and privacy standards.
CRO, A/B Testing & Optimisation
- Define and execute a data-led Conversion Rate Optimisation (CRO) roadmap focused on high-impact testing and performance gains.
- Lead A/B and multivariate test planning, delivery, and analysis using platforms such as AB Tasty or Optimizely.
- Use analytics, heatmaps, user feedback, and funnel analysis to generate ideas and validate improvements.
- Ensure cross-device and cross-platform journey consistency from first interaction through to conversion.
Search, Merchandising & Personalisation
- Own on-site discovery and search strategy using Bloomreach Discovery or equivalent tools to ensure relevant, personalised experiences.
- Partner with buying, trading, and content teams to optimise product visibility, performance, and merchandising through AI and automation.
Brand Performance Insight
- Deeply understand brand performance online across key digital touchpoints — analysing what’s working, what isn’t, and why.
- Work with marketing, trading, and analytics teams to uncover insights into brand engagement, visibility, and conversion.
- Identify opportunities to improve how products and brands are represented, promoted, and experienced digitally to enhance sell-through, visibility, and customer connection.
Collaboration & Commercial Performance
- Work cross-functionally with Marketing, Tech, Finance, CRM, and Buying to align digital experience initiatives with commercial goals.
- Drive measurable improvements in loyalty participation, AOV, conversion, and digital retention metrics.
What you’ll bring:
- Proven leadership in UX, digital experience, CRO, or digital product optimisation, ideally in a retail or eCommerce setting.
- Strong technical understanding of GA4, GTM, A/B testing platforms (Optimizely, AB Tasty), and product insight tools (Hotjar, Contentsquare).
- Deep knowledge of digital customer behaviour, funnel optimisation, and journey design across devices and platforms.
- Experience diagnosing and improving brand performance in a digital context — including campaign, content, and merchandising impact.
- Strategic thinker with hands-on delivery capability and a commercial mindset.
- Experience using Bloomreach Discovery or equivalent search/personalisation platforms is a strong advantage.
- Passion for customer-first innovation and an interest in beauty, fragrance, or lifestyle sectors.
How to apply:
Simply upload your CV via our careers page.
Join us now and help shape the future of fragrance retail!
The Fragrance Shop is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.
Due to the high volume of applications that we receive, we are regrettably not able to respond to everyone. If you have not heard from us within four weeks of your application, please assume that on this occasion you have not been successful.