DFI Retail Group

Is this your next challenge in commercial? 

The challenge is to: 

1. Personalization Strategy & Commercial Impact

• Define and own the Food personalization strategy and roadmap, aligned with Food strategy and Yuu ecosystem priorities.
• Drive incremental sales, margin uplift, and customer value through personalized promotions, offers, and communications.
• Shift investment from mass, low‑ROI promotions to targeted and personalized activation with clear performance measurement.
• Set annual and multi‑year targets for personalization contribution (e.g. sales uplift, ROI, engagement, member value).

2. Yuu Ecosystem & Customer Activation

• Lead personalization use cases across Yuu app, CRM, digital channels, O2O and omni‑channel touchpoints.
• Partner closely with Yuu, Digital, and Data teams to activate customer insights at scale.
• Enhance customer engagement, loyalty, frequency, and spend through tailored experiences and rewards.
• Develop supplier‑funded personalized propositions, including targeted coupons, offers, and featured activations.

3. Analytics, ROI & Performance Measurement

• Establish robust measurement frameworks for personalization including open rate, conversion, redemption, sales uplift, and margin impact.
• Prove and continuously improve personalized promotion ROI versus traditional mass promotions.
• Translate insights into actionable recommendations for business and supplier partners.

4. Capability Building & Ways of Working

• Build scalable personalization frameworks, playbooks, and operating models for Food.
• Introduce best‑in‑class practices in AI‑driven targeting, automation, and optimization.
• Lead cross‑functional squads across Commercial, Digital, Data, Technology and Operations.

5. Leadership & Stakeholder Management

• Act as the Food personalization thought leader, influencing senior stakeholders and partners.
• Provide clear direction, prioritization, and governance for personalization initiatives.
• Build and progressively scale the Personalization Development team in line with strategy and maturity.

Do you have experience in commercial? 

Experience

• 10+ years’ experience in commercial, CRM, loyalty, digital, personalization, or data‑led growth roles, preferably in retail, FMCG, or consumer businesses.
• Proven track record in driving commercial impact through customer data and personalization.
• Experience working across omni‑channel environments (store, app, digital, O2O).

Capabilities

• Strong commercial acumen with ability to link customer insights to P&L outcomes.
• Deep understanding of CRM, loyalty, personalization, analytics, and digital marketing.
• Comfort working with data, test‑and‑learn models, and ROI measurement.
• Strong cross‑functional leadership and influencing skills in complex organizations.