James Skinner

Visionary
DISC Type : Ds

Head of Digital Experience at Boots Opticians

Bath, England, United Kingdom

Overview

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.

Personality Overview

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.

Topics They Care 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.
Customer Engagement
He is personally passionate about how brands can create engagement that produces real benefits for both the business and its consumers.

Media Appearances

James has no verified media appearances

Work History

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

Education

1994 - 1995
Bachelor of Engineering (BEng) from University of Bath
1989 - 1994
Education details unavailable from Brighton College

More Information

Social Presence :

Prographics :

Exp : 29 Location : Bath, England, United Kingdom Job Level : Mid-senior Designation : Head of Digital Experience at Boots Opticians
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Insights For Selling To James

During A Call Or A Meeting

DO's

  • Stick to your standard pitch and qualifying script, don't try to wing it
  • During followups, use phone or text if needed, they should be fine
  • Let them know of potential risks but suggest mitigation methods alongside

DONT's

  • Don't take their patience for granted, avoid long-winding sermons
  • Don't shy away from asking hard questions, but be extra polite
  • Avoid putting conscious effort into relationship-building

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with James is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from James

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will James move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can James take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And James

Personality Compatibility


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