Dee Gittins – Global Ecommerce Director, Farrow & Ball
Executive Summary
Dee Gittins serves as the Global Ecommerce Director at Farrow & Ball, a role based in Lymington, England, United Kingdom. With over nine years’ experience in ecommerce trading strategy, category management, and digital sales, Dee demonstrates a proven track record in formulating and executing ecommerce sales and traffic strategies for high-profile, design-led brands. Dee combines deep operational experience with a strong capability in advanced analytics, digital marketing, and enterprise-level ecommerce infrastructure—a highly relevant skillset for high-growth, consumer-facing organizations in home décor and premium lifestyle sectors.
[LinkedIn Profile](http://www.linkedin.com/in/dee-gittins-46940b23)
Professional Experience
Farrow & Ball
- Role: Global Ecommerce Director
- Location: Lymington, UK
- Tenure: Present
- Key Focus Areas:
- Strategy and execution across all global ecommerce platforms.
- Oversight of digital trading, online merchandising, and customer engagement campaigns.
- Data-driven marketing: Led the integration of Mapp Marketing Cloud to unify customer data silos, enabling a single customer view and sophisticated personalization of digital journeys.
- Automation of customer lifecycle management, including optimized welcome sequences and behavior-based messaging, resulting in improved engagement rates and stronger customer loyalty.
- Digital analytics utilization to improve campaign ROI and resource allocation, allowing more strategic initiatives instead of manual operations.
Previous Roles
- Poole Lighting Limited
- Head of Online Sales
- Green Snow Ltd
- Head of Sales
- PRIESTLANDS SCHOOL
- Parent Governor
Dee's history includes digital trading and marketing oversight for national B2B accounts, including major retailers such as Wayfair, Dunelm, and John Lewis Partnership (JLP). The background in category management and digital channel leadership is underscored by a robust, data-first approach to both acquisition and retention.
Education
- 1994 – 1997: Bachelor of Science (BSc) in Politics with International Relations
- Institution: University of Wales, Swansea
Key Achievements & Initiatives at Farrow & Ball
- Digital Transformation:
- Orchestrated the consolidation of fragmented data across multiple platforms, achieving a holistic customer view and enabling personalized communications at scale.
- Utilized Mapp’s Customer Data Platform (CDP) to underpin highly personalized marketing campaigns.
- Marketing Performance:
- Improved engagement and loyalty via advanced segmentation and automation.
- Consolidated analytics processes delivered measurable performance improvements in email marketing and customer interaction rates.
- Strategic Impact:
- Enabled Farrow & Ball to direct more resources toward strategic growth initiatives as a result of automating manual marketing processes.
- Stood as a public brand advocate, representing Farrow & Ball at industry events (eTail London, among others) and contributing insights into ecommerce best practices.
Company (Farrow & Ball) Overview
- Founded: 1946, Dorset, United Kingdom
- Business: Luxury paint and handcrafted wallpaper, renowned for distinctive pigmentation and design.
- Reach:
- 2.2 million monthly global website visitors
- 3 million+ social followers
- Over 60 global showrooms
- Recent Launches: Dee Gittins announced the introduction of new paint colours, highlighting innovation and product development as an ongoing brand pillar.
- Brand Strategy:
- Growth focused on deep customer personalization, digital acceleration, and leveraging omnichannel analytics to drive market expansion and retention.
- Recognized for leveraging digital-first strategies to address challenges of fragmented data and generic marketing, realizing marked improvement in both customer experiences and business outcomes.
Insights & Implications
Dee Gittins’ leadership at Farrow & Ball reflects a strong ability to leverage digital tools for business performance, with hands-on expertise in customer journey automation, highly personalized engagement strategies, and large-scale data integration. Dee functions as both a strategic executive and an operational driver of ecommerce transformation, endorsed by involvement in both internal performance improvements and external industry thought leadership. Her professional background and education indicate a highly analytical approach oriented to driving measurable results in premium retail.
Key priorities likely include:
- Advances in ecommerce technology and automation.
- Seamless integration of data and marketing to enhance the customer lifecycle.
- Innovative digital customer engagement strategies aligned with Farrow & Ball’s reputation for quality and design.
- Expansion of digital sales channels and ongoing differentiation in a competitive home décor market.
