Head of Audience Performance, Personalisation

What’s in it for you

We’re all about the little helps. That’s why we make sure our Tesco colleague benefits package takes care of you – both in and out of work. Click Here to find out more!

• Annual bonus scheme of up to 45% of base salary
• Car Cash Allowance
• Holiday starting at 25 days plus a personal day (plus Bank holidays)
• Private medical insurance
• Retirement savings plan - save between 6% - 10% and Tesco will contribute 1.5 times this amount
• 26 weeks maternity and adoption leave (after 1 years’ service) at full pay, followed by 13 weeks of Statutory Maternity Pay or Statutory Adoption Pay, we also offer 6 weeks fully paid paternity leave

About the role

As Head of Audience Performance, Personalisation you will lead the development, execution, and optimisation of an industry leading Audience strategy and performance.  

You will be responsible for ensuring deep understanding of our customers, and how that translates into relevant, measurable, and compliant audience strategies.  Accountable for driving customer growth, optimising segmentation, developing robust processes for creating audiences, building industry leading solutions, and setting best practice for measurement.  

Your team will operate as a Centre of Excellence for customer led planning and will infuse customer-first thinking across the organisation, embedding it into the business planning processes. You will ground our Personalisation strategy in customer knowledge, supporting teams in building the products, services and experiences that make every interaction with Tesco better, simpler, cheaper or more convenient, and in turn deliver commercial performance. 

You will be responsible for

•    Customer Insight & Strategy: Enable and ensure Tesco “knows” its customers within the personalisation guardrails. Translate insights into audience strategies that respect preferences, drive relevance, and support growth.

•    Audience Performance & Governance: Own the vision and standards for audience segmentation, measurement, and optimisation. Set the “audience truth” standard—ensuring all segments, filters, and triggers are measurable, compliant, and value-driven.

•    Measurement & Insights: Lead personalisation performance measurement, setting best practices for incrementality, controls, and robust evaluation. Standardise decision metrics (e.g. SCR, margin, retention) and ensure reporting drives actionable recommendations.

•    Optimisation & Planning: Continuously optimise audiences, triggers, and journeys against business objectives—balancing short-term sales, long-term loyalty, profitability, digital engagement, and customer trust. Embed objectives and targets with senior stakeholders.

•    Customer Growth & Intelligence Engines: Own the Customer Growth Engine and Customer Intelligence Engine, embedding structured, data-driven planning and activation. Ensure tools are scalable, explainable, and commercially viable.

•    Planning Pod: Govern the Planning Pod to prioritise and activate audience opportunities. 

•    Segments: Oversee Tesco Segments and Filters, maintaining relevance and quality as customer behaviour evolves.

•    Customer Custodianship: Champion customer-first principles, reducing contact fatigue and protecting trust. Build “air-traffic control” for audiences across campaigns and journeys.

•    Data Enrichment & Platform Excellence: Enhance Tesco’s first-party data with approved third-party insights, ensuring safe, consent-led usage. Partner with Product/Tech and Data teams to optimise audience capability in CDP/decisioning tools (e.g., Adobe AEP/AJO).

•    Leadership & Authority: Lead a multi-disciplinary function, providing strategic direction for EA, Dunnhumby, Data Science, and partners. Set priorities, standards, and quality bars across matrixed teams.

•    Partnership and collaboration: Partner closely with Finance, Enterprise Analytics, Dunnhumby, Data Science, Customer Insights and other business partners to ensure we are actively listening and learning from each other and delivering industry leading solutions, together.

•    Lead and mentor a high-performing team.

•    Support the team to succeed, building capability and removing barriers. 

•    Remain curious about emerging customer led and customer behaviour approaches and methodologies and how they may be helpful to Tesco.

You will need

•    Experience leading audience strategy, segmentation and performance in a large-scale, data-rich environment

•    Proven track record of delivering measurable, incremental value through personalisation and CRM

•    Experience building enterprise frameworks that drive consistent execution

•    Demonstrated success directing complex cross functional teams

•    Background in retail, loyalty and multi-channel customer programmes

•    Experience leading teams using Adobe or similar

•    Strong understanding of business priorities and how to align customer strategies

•    Proven track record of influencing senior stakeholders

•    Communication and storytelling skills

#LI - EF1

#LI - Hybrid

About us

You might know us as a supermarket, technology company or even for our award-winning mobile network. Truth is, we’re all of those things, and much more. Our colleagues work with one goal in mind, helping to make every day a little better for our customers, colleagues and communities all over the world. No two customers are the same, neither are our colleagues.

At Tesco, we champion a balance that lets you thrive both in and out of work. Spend 60% of your week collaborating with colleagues at our office locations or local sites and the rest remotely. Whether you're just kicking off your career, juggling passions, or navigating big life events, we're here to support you. We always welcome a conversation about flexible working, so talk to us throughout your application about how we can support.

We're proud to be an accredited Disability Confident Leader, where everyone’s welcome. That’s why we commit to providing a fully inclusive and accessible recruitment process. If you need support with your application, click here for more information. And if you're interested in joining our team but don't tick every box, don't let that hold you back from applying