Commercial Director (IO)

About Us

At Dyson, we continuously strive to innovate and revolutionize the way people live, clean, and style their homes and themselves. Our mission is to create pioneering technology that solves problems others ignore, making everyday life easier and more enjoyable. Join us in our commitment to excellence and be part of a dynamic, forward-thinking team that is redefining the future.

About the Role

The Commercial Director is responsible for direct, indirect, B2B, and online retail shopping experiences and sales across all channels. This role ensures the smooth and effective operation and development of Dyson’s sales channels, providing a fantastic experience for owners at every digital touchpoint. The Commercial Director leads the field team to ensure perfect in-store execution and selective distribution monitoring and is responsible for training and demonstrations (both physical and digital) in electrical and beauty retailers.

Function Objectives:

• Responsible for sales targets, retail development, B2B sales, direct retail operations, and shopper experience on digital, field, demo, and training.
• Lead the retail operations of demo stores and demo zones, accountable for ROI at each point of sale and ensure profitability and sustainable growth.
• Assume primary responsibility for expansion, rental processes, Group Retail approvals, activations, events, and vendor management for new and existing retail development projects.
• Lead a retail team and coach these leaders to ensure their teams execute the retail strategy in their business areas.
• Manage key stakeholders effectively across a matrix organization through developing outstanding relationships with others.
• Develop strategies that support the successful launches of new product developments (NPD).
• Continually seek opportunities to be the first to do things and be best in class, including driving efficiency for the long-term success of our retail presence.
• Proactively analyze national sales data, infrastructure and investment, market trends, and competitor information, identifying sales opportunities and anticipating obstacles.
• Use commercial analysis to develop and lead the execution of short and long-term initiatives that add value.
• Demonstrate the commercial value of Dyson to retail partners and effectively build joint business plans to deliver growth.
• Set and deliver the strategy and direction for Dyson eCommerce in Turkey and lead cross-functional teams to bring this to life.
• Build, nurture, and enable a high-performing team, ranging from graduates/early careers through to senior managers. Manage talent development, succession planning, and poor performance as needed.
• Sit as part of the leadership team in setting the broader business vision for Turkey, working with the Managing Director and other heads/directors to bring this to life. Clearly set out direct and indirect e-commerce vision for growth and optimization, within the overall business strategy and objectives to grow every category and stretch Dyson beyond floorcare to a broader technology enterprise.
• Ensure owners are getting a fantastic experience in every digital interaction with Dyson on both our owned website, in media, and on 3rd party websites. Measure, evaluate, and optimize on a daily/weekly/monthly basis.
• Work with partners across the business to deliver annual, quarterly, weekly, and daily targets. Identify opportunities and put in place plans to deliver against these targets. Ensure you and your team own the e-commerce P&Ls end-to-end.
• Work with regional teams on the delivery of multi-market projects and initiatives that drive the e-commerce equation (traffic, conversion, average order value (AOV)), ultimately achieving revenue targets and driving both growth and efficiency every year.
• Be accountable for our 3rd party and marketplace e-commerce business, ranging from commercial performance, stakeholder management to implementation of selective distribution.
• Lead a team and work in partnership with marketing on the right traffic plans for the business across paid, owned, and earned, ensuring we’re driving conversion with people on our website and managing content & consumer journeys to optimize conversion and AOV.
• Oversee business planning for the web business: either directly or via your team you’ll deliver inputs into Dyson’s annual business planning cycle – forecasting, budget planning, in-month estimates, etc.
• Be the voice of the e-commerce business to senior stakeholders; highlighting performance and areas where help is needed.
• Work closely with Customer Services and Owner Experience teams to collaborate on end-to-end journeys and experiences. Understand which elements positively and negatively impact NPS and manage accordingly.
• Leadership Responsibilities:
• Retail and commercial acumen: able to operate stores with full P&L responsibility, including landlord management, consumable purchasing, staffing, and capability management.
• Distribution: working with the Head of Retail Activations and the Head of National Accounts, the Head of Retail Sales will create the distribution strategy in line with Dyson principles for sustainable long-term growth.
• Team workload: based on tasks and distribution, create the right guidelines set for the field team to guarantee the right in-store experience and monitor our selective distribution system.
• Training strategy: coordinating our retail education specialist and beauty education specialist, create the training strategy for all physical stores (including direct stores).
• Demos: owner of the demonstration budget, create and execute with the team the demo strategy working with internal Dyson experts.

About You

• To be successful in this role, you will need:
• Proven leadership.
• Excellent public speaking.
• Advanced English.
• Proven experience in leading others.
• Excellent presentation skills.
• Negotiation skills.
• Strategic thinking.
• Open-minded.

#LI-DNI

Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.

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