Data Activation Executive

About us

At DFS Group, were proud to help people create spaces they love to live in.Were home to DFS, Sofology, and The Sofa Delivery Company: three brands with their own personalities, brought together by a shared mission.

Behind our brands is a passionate Group team.From Finance and Technology to People, Marketing and Supply Chain, our Group functions power everything we do. They create the foundations that allow our brands to thrive, innovate and grow.

Whether youre supporting our brands or serving our customers, the mindset that connects us means we expect more of ourselves and each other.It means every customer is our favourite, every voice is valued, and every interaction is one were proud of.

When youre part of a community that shares your way of thinking, the wins feel bigger. The effort feels worth it. Its a place where people stay because they feel valued, and find room to grow because theyre challenged.

About the role

Working closely with the Data Analytics Manager and wider Marketing Team, this role will be responsible for turning audience data and customer intelligence into 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 First Party Data (1PD) audiences, enriching audience data with insight and 3rd party sources, and supporting the Marketing team to target, test and report our audience 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 of this, you will have the opportunity to provide audience recommendations that translate across the marketing funnel as well as understanding the needs of channel managers to drive forward business, channel and campaign goals.Additionally, there will be a need to work collectively with our partner agency teams to ensure alignment on audiences, testing frameworks and execution excellence across our audience strategy.

What youll be responsible for

• Using Customer Data Platform/BigQuery-powered segments to build, refine and deploy customer audiences across activation channels including Paid Search, Paid Social, CRM, Display, CTV and Partnership channels.

• Maintaining consistent audience naming conventions, governance and best practice across platforms whilst ensuring all audiences are privacy-compliant,robust and match to platform requirements

• Working with channel teams to help develop audience targeting strategies based on marketing insights, campaign goals and attributed performance data.

• Supporting the creation of activation-level dashboards (e.g., audience delivery, match rate, incremental uplift, profit model reporting)

• Ensuring all activation is logged and tagged correctly to feed into our Measurement Framework.3. Data Growth & Enrichment

• Supporting the activation and reporting of high-impact customer data capture initiatives across web, in-store, CRM and social.

• Supporting 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.

Were looking for someone who has

• 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. Google Analytics).

• 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.

• Experience using BigQuery or SQL for basic queries.

• Exposure to data clean rooms (e.g., Google BigQuery Cleanroom).

• Experience activating 1PD audiences and API/CAPI integrations.

• Experience in retail, e-commerce or multi-brand environments.

• Understanding of attribution, incrementally, MMM or Profit-based optimisation.

Don't let it discourage you if you don't have all of this experience, it's a guideline that will help you hit the ground running. If the role sounds like it would be a great fit for you and you'reconfident that it suits you, we'd love you to apply.

Room to grow

Everyone at DFS Group begins with a structured induction designed to help you understand our brands, our culture and how we work together.

From day one, you will have access to our online Learning Hub, filled with digital courses, tools and resources to support your development.

For leaders, we offer virtual workshops focused on building confident, capable leadership. We also run skills-based workshops to strengthen core capabilities across the business.

Colleagues can also undertake nationally recognised qualifications through our apprenticeship programmes, giving you the opportunity to gain external accreditation while you grow your career with us.

Our DFS Group benefits

We believe great work deserves great support. Thats why we offer benefits that help you grow, feel looked after, and enjoy life beyond work. Heres what we have to offer:

• 22 days holiday, plus the option to buy up to 5 more

• Enhanced family leave, with up to 20 weeks at 90% pay after one year, or 10 weeks at 90% if youve been with us less than a year

• Health cash plan from £2 a month, with everyday cashback

• Employee Assistance Programme for support when you need it

• Extras like flu vouchers, menopause support and health check

• Pension with company contributions

• Life assurance for peace of mind

• Sharesave scheme to save each month and invest in our future

• Structured induction from day one

• Access to our Learning Hub and skills workshops

• Leadership development and apprenticeship programmes

• 30% colleague discount, plus 15% for friends and family, three times a year

• Discounts and cashback at hundreds of retailers

• SmartTech scheme to buy tech up to £1,000 through salary sacrifice

• Cycle to Work scheme for bikes and accessories up to £1,500

• Electric vehicle lease scheme with Octopus to help you save and reduce your impact

• One paid volunteering day each year

Equal opportunities

Were proud to be an equal opportunities employer, committed to building a workplace that reflects the communities we serve and makes room for different backgrounds, perspectives and experiences.

We turn that commitment into action through colleague networks, trusted partnerships and recognised accessibility initiatives such as the Hidden Disabilities Sunflower.

If your experience does not quite match every part of the role, wed still love to hear from you.

If you need any adjustments or additional support during the application process, please contact our Talent Team at , and we will be happy to help.