James Skinner in

James Skinner

Visionary · DISC type Ds
Head of Digital Experience at Boots Opticians
📍 Bath, England, United Kingdom

James is a digital transformation leader with 25 years of experience driving e-commerce and content strategy for major global brands like Dyson, Specsavers, and Boots Opticians. He holds a Bachelor of Engineering and is a Certified Scrum Master. Colleagues describe him as supportive, empowering, and focused on delivering value.

Outside of his professional life, James is a father with a good sense of humor, joking about wearing his "best Dad shirt" for a photoshoot. He seems to enjoy popular UK television shows like Gogglebox and Love Island, and also likes unboxing new technology.

He helped transform Dysons e-commerce into a £1bn global D2C business and grew Specsavers online appointment bookings to over one million per month.

Read the full overview →
Experience
29 Years
Current Role
Head of Digital Experience
Job Level
Mid-senior
Location
Bath, England, United Kingdom
Personality Overview

How James shows up

Risk Tolerant
Early Adopter
Objective Evaluator

They exhibit a rare combination of being result-oriented but patient at the same time. They might take some time to make their mind up but once they do, they don't change it easily. Reading between the lines and seeing beyond your words comes naturally to them.

Priorities

Topics James cares about

Digital Transformation
His entire career, from Dyson to Specsavers and now Boots Opticians, has focused on leading large-scale digital transformation and re-platforming projects.
E-commerce Growth
He has a proven track record of delivering massive growth, turning Dyson's platform into a £1bn D2C business and scaling Specsavers' online appointments significantly.
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Career

Work history

8-2025
Head of Digital Experience
Boots Opticians
10-2024
Director
Recurro Consulting
11-2019 - 8-2024
Director of Digital Technology
Specsavers
7-2018 - 11-2019
Global Director – Owner Experience & Retail
Dyson
8-2016 - 7-2018
Head of Digital IT
Dyson
In the press

Media appearances

No media yetWe could not find public media appearances for this person.
Education
1994 - 1995
Bachelor of Engineering (BEng)
University of Bath
1989 - 1994
Education details unavailable
Brighton College
Social presence
in
Behavioral profile

DISC profile (public)

D

Dominance (D)

Dominance (D) reflects how goal and task oriented a person is, and their ability to accomplish results irrespective of how demanding the circumstances might be. Those scoring high tend to be motivated by winning, competition, and success.

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