In the first of a series of interviews with leading retailers, we caught up with Will Dymott, head of e-commerce at Lyle & Scott, a men’s fashion brand with over 135 years of heritage and still at the forefront of fashion.

What was your first ever e-commerce/digital job? 
Marketing manager at Boden quite a long time ago! Before then I worked in direct marketing.

Describe a typical day in the life of Will? 
I don’t really have a typical day, because my job is so varied, I could be doing anything from negotiating delivery rates, talking to a customer or planning the marketing strategy. It’s what makes working for a smaller company so much fun.

What are you currently working on? 
Other than budgets… Our German & Swedish websites due to launch soon.

What is your business philosophy? 
Never ignore your gut. If you have a niggling feeling in the back of your mind, listen to it!

Who in the e-commerce/digital world do you most admire and why? 
Johnnie Boden, for building a multi-million pound business while remaining a thoroughly decent guy.

What’s the best piece of advice anyone has ever given you? 
Understand your weaknesses and trust your team.

What keeps you awake at night? 
My daughter!

What are your aims and goals for the next 12 months? 
As ever, global jumper domination

And just for fun… if you could choose to have lunch with anyone who would it be and why? 
P. G. Wodehouse, because I’m sure it would be fun.

Find Will on LinkedIn or visit Lyle & Scott

Download the BT Expedite Lyle & Scott social media case study [pdf]

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