Executive Overview
Danielle Robinson is the Head of Ecommerce at DUSK.com, a rapidly growing UK-based retail and e-commerce brand specializing in home, bedroom, living, and dining products. With over 15 years of direct, hands-on digital and e-commerce experience, Robinson plays a pivotal strategic and operational leadership role in DUSK.com’s commercial performance, digital direction, team growth, and customer-centric approach.
Professional Role & Responsibilities
Current Position
- Title: Head of Ecommerce
- Company: DUSK.com
- Location: Leeds, United Kingdom
- Industry: Retail, E-Commerce
- Company Size: 51–200 employees
- Company Revenue: $2.5M – $5M
Key Functions
- Directs and optimizes the online retail experience at DUSK.com, focusing on digital strategy, platform management, and commercial performance.
- Shapes the site/app product discovery strategy and identifies new commercial opportunities through data-driven decision-making.
- Leads digital merchandising, trading, and e-commerce optimization initiatives to drive conversion and bolster revenue growth across digital channels.
- Responsible for team expansion and capability-building, evidenced by active recruitment for senior e-commerce specialization (e.g., Senior Product Optimisation Manager), reflecting ongoing investment in scalable, high-performing digital teams.
Background & Experience
- Over 15 years of experience in digital and customer-focused roles within the e-commerce sector.
- Prior leadership and operational experience at Boohoo Group PLC, a high-growth digital fashion retailer, where she worked in close alignment with optimization and trading teams.
- Demonstrated expertise in managing cross-functional teams, digital trading, user experience (UX), and data-led optimization projects in fast-paced retail environments.
Company Context: DUSK.com
- Founded: 2016, headquartered in Leeds.
- Sector: Online retail with a focus on affordable luxury home goods (bedding, living, dining).
- Brand Proposition: “No one does home like us” – positioned for stylish, value-driven, contemporary homeware.
- Growth Signals:
- Expanding team and recruitment in e-commerce and product optimization.
- Brand recognition for digital-first retailing and customer engagement.
- Market/Competitive Landscape: Operates in a space with rising consumer trends around “dupes” (affordable alternatives to luxury), content-driven commerce, and omnichannel digital marketing.
Digital Leadership & Market Impact
- Digital Strategy: Danielle Robinson has demonstrated a consistent orientation towards digital experience optimization, data analytics for trading decisions, and leveraging modern e-commerce techniques (e.g., product discovery strategy, app/site conversion improvements).
- Team Building: Actively drives recruitment and capability development within the digital sphere, reflecting both organizational growth and a progressive approach to talent and operational scalability.
- Prior Experience: Robinson’s tenure at Boohoo Group PLC, particularly overseeing onsite/app product discovery and e-commerce optimization, underlines expertise relevant to both fast fashion and home retail verticals, including a strong commercial, analytical, and customer insight focus.
Professional Reputation & Network Presence
- LinkedIn Connections: 500+, indicating a strong professional network within digital commerce and retail.
- Industry Involvement: Regularly involved in recruitment, partnership building, and e-commerce community engagement.
- Reputation for: Digital leadership, commercial acumen, data-driven strategy, and an agile, customer-centric approach to e-commerce management.
Actionable Insights
- Decision Influence: As Head of Ecommerce, Robinson is a primary digital and commercial decision-maker for DUSK.com, with direct authority over digital partnerships, technology purchasing, and vendor evaluations.
- Innovation Focus: Interest in leveraging data, digital optimization, and emerging e-commerce practices to support revenue growth and operational efficiency.
- Key Priorities: Improving digital product discovery, enriching the customer experience, scaling digital teams, and adopting tools/partners that can offer ROI through insight, automation, or enhanced digital capabilities.
- Potential Relevance: Offers, solutions, or partnerships that align with digital customer experience, conversion optimization, analytics, innovative customer engagement, or e-commerce growth are likely to resonate with Robinson’s remit and DUSK.com’s growth agenda.
Contact & Digital Footprint
- LinkedIn: [Danielle Robinson - DUSK.com – LinkedIn](https://uk.linkedin.com/in/danielle-robinson-aa8634a)
- Company Site: [DUSK.com](http://www.dusk.com)
Summary Table
| Name | Company | Title | Location | Key Focus Areas | Revenue |
|---------------------|-----------|-------------------|-------------|---------------------------------------|-----------------|
| Danielle Robinson | DUSK.com | Head of Ecommerce | Leeds, UK | Digital Strategy, Trading, Team Growth | $2.5M – $5M |
Danielle Robinson’s profile underscores leadership in digital commerce within UK's home retail sector, marked by significant hands-on experience, recruitment for growth roles, and a sustained focus on digital, data-led optimization and customer experience.
