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I am an accomplished retail leader with over 25 years experience. Leadership style embodies creating a culture through a shared vision and building strong values, by creating effective engaged teams and enhanced customer experience. Delivered large scale digital and operating model transformation programmes, built synergies and new partnerships resulting in significant cost saving, turnaround and strong sales growth. I am naturally collaborative with a logical thinking style, use sound judgement and a considered view to get the job done.
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DreamsHorsham, Gb
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Chief Customer OfficerDreams Jan 2023 - PresentHigh Wycombe, Buckinghamshire, Gb
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Customer Change DirectorDfs Sep 2021 - Dec 2022Doncaster, Gb -
Chief Operating OfficerDwell Uk Jul 2019 - Sep 2021GbAccountable for the P&L and operating model within the continued integration of the DFS group. Leading a team across Digital, Customer Experience, Retail, People and Distribution.Managing and delivering an ongoing transformation programme to completely change dwell's operating model including a new digital first approach with a new web platform. Moved to a commercially owned model, with a smaller retained dwell core team. Integrating all support functions into group functions/shared services including IT, Finance and HR. Integrated retail ownership across to DFS including Tupe over 200 colleagues.Outsourced final mile deliveries to 3PL, Wincanton, to drive customer improvement and efficiencies.Within this delivered a very clear wellbeing programme for all colleagues to support them through this difficult year.Supported group environmental, social & corporate governance strategy with foundational targets for dwell. -
Retail DirectorDwell Uk Sep 2017 - Jun 2019GbReporting into the dwell founder, defined as a turnaround business. Set the strategy to deliver all key KPI's and leverage commercial opportunities. Started with 30 stores, opened 11 stores and closed 2. Led a team of 3 regional managers, central operations team, HR and L&D.Created a strategy which turned around the dwell retail performance. Increasing sales by 12% YOY and improving EBIDTA back into a positive position overall.Delivered a new operating model with clear accountability and customer first culture embedded across all the stores. This included delivering a new customer journey which moved NPS 15 points in two years. This was supported by designing and delivering a new retail reward scheme to engage the colleagues to deliver the best possible customer experience.Created a customer focused call centre and launched a Voice of customer programme.
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Retail DirectorDixons Carphone Feb 2016 - Apr 2017Led 120 stores with a team of one Divisional Director, seven Regional Managers and 850 colleagues.Created strategy which turned around the London business; increasing conversion by 10% and adding additional margin. Created a new operating model with a people plan emphasis to drive performance and engagement.Used insight and analysis to create a customer centric programme “London First”; designed sales journey to meet the changing market and increased Customer Service metric by 6% yoy.Changed the customer offering in the face of shifting spend; grew market share in Multiplay and Sim Free; also achieved record breaking sales including Black Friday & Peak.Controlled and reversed in-store discounting whilst simultaneously improving the operational efficiency of returns.
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Retail Director - SamsungDixons Carphone Sep 2014 - Mar 2017Headed up greenfield joint venture between Samsung and Dixons Carphone to create unique Samsung branded stores across the UK trading in Samsung technology mobiles and tablets; 15 stores, , 500 colleagues; led multi-functional team including retail, marketing and finance. Developed the strategy to meet the diverse goals of the two companies – Samsung pure brand promotion and for Dixons Carphone about tight commercial results. Met all KPIs of the two parties including for Samsung.Changed the operating model, introduced new management team, and leveraged customer footfall for commercial opportunities.Solely responsible for the day-to day relationship with Samsung; worked with them to deliver Brand experience and create advocacy: agree marketing/promotional and commercial offerings.Designed and delivered a commercial opportunity for the services area resulting in a campaign that converted sales service revenue into more profitable sales revenue.Successfully negotiated the sale of these stores back to Samsung .
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Retail Director - Store In StoreDixons Carphone Aug 2014 - Jan 2016Led team of two Divisional Directors, a Store Opening Director and 17 Regional Managers.Opened 145 brand new Store in Store and rebranded and reopened 159 Phone4U outlets within 18 months. Store-in-Store was the largest commercial gain of the Dixons/Carphone merger. It delivered above all business case and operating budgets.Created and delivered a new operating model to integrate the Carphone stores into the Curry’s management structure. To support, devised extensive training programme to up-skill the Curry’s managers in telecoms commercial leverage. This was delivered a year ahead of the original integration plan.Successfully managed the TUPE transfer of 158 stores and 825 colleagues in September 2014: Harmonised the terms and conditions of 94% of these colleagues within three months. Additionally, recruited over 300 new colleagues within 3 months to enable stores to reopen within 8 weeks and trade effectively.
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Retail Performance DirectorDixons Carphone Apr 2013 - Jul 2014Led seven regions, totaling 229 stores and 2500 colleagues.Delivered the Company’s initiative to create a balanced commercial approach that leveraged customer insight and sales initiatives which successfully drove enhanced performance on all service and profit metrics. Created a unique divisional upskilling and succession programme which developed the talent and resulted in an outstanding execution of the balance strategy. Outperformed the other territories across all KPI’s and profitability to deliver 10%+ over budget.Designed, project managed and delivered a new reward scheme nationwide, aimed at delivering increased profitability and commercial leverage. Gained 4% margin growth.Launched award winning tablet-based sales tool Pinpoint driving customer satisfaction and conversion.
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Head Of Operational SupportDixons Carphone Jan 2013 - Apr 2013Responsible for ensuring all the channels had the operational tools to deliver the business strategy and tactical activity and propositions. This consisted of 800 stores, Online and Direct. My direct team was made up of 50 colleagues.Engaged all store Managers by creating an automated review to enable them to deliver effective conversations around the Customer and performanceCreated an Operational Efficiency dashboard giving significant savings worth 500k
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Head Of OperationsComet Apr 2012 - Dec 2012Wellingborough, England, GbResponsible for one of two retail divisions, 5 Retail Operation Managers covering circa106 stores with a turnover in excess of £550m. Circa 2600 employees and a payroll budget of £27m per annum. -
General Manager Operations SupportComet Feb 2011 - Apr 2012Wellingborough, England, Gb
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Retail Operations ManagerComet Feb 2007 - Feb 2011Wellingborough, England, Gb
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General ManagerComet Feb 1999 - Feb 2007Wellingborough, England, Gb
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Sales ManagerComet Jul 1998 - Feb 1999Wellingborough, England, Gb
Emma Long Skills
Emma Long Education Details
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Oxford Summer School -
John Ruskin CollegeEconomics And Geography
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Riddlesdown High School
Frequently Asked Questions about Emma Long
What company does Emma Long work for?
Emma Long works for Dreams
What is Emma Long's role at the current company?
Emma Long's current role is Chief Customer Officer at Dreams.
What is Emma Long's email address?
Emma Long's email address is em****@****one.com
What is Emma Long's direct phone number?
Emma Long's direct phone number is +4475704*****
What schools did Emma Long attend?
Emma Long attended Oxford Summer School, John Ruskin College, Riddlesdown High School.
What skills is Emma Long known for?
Emma Long has skills like Retail, Leadership, Customer Experience, Strategic Planning, Management, Store Management, Multi Channel Retail, People Development, Profit, Organization, Loss Prevention, Merchandising.
Who are Emma Long's colleagues?
Emma Long's colleagues are Trevor Monaghan, Fiona Garrett, Cameron Bruce, Heren Patel, Mary Mullen, Samantha Perry, Diane Lawlee.
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