Role purpose
To collaboratively build and implement strategies that grow the market share and brand’s reputation sustainably, improve customer experience and drive growth through retail excellence.
The key duties and responsibilities of the role are as follows:
BRAND DEVELOPMENT AND COORDINATION:
- Responsible for the implementation of brand strategies to grow market share and brand reputation
- Responsible to provide the Group with market specific data and driving targeted KPIs (Sales, UPT, Conversion rates etc.)
- Collaborate with marketing to ensure cohesive brand messaging and strategy implementation.
STRATEGIC PLANNING AND COMMUNICATION:
- Responsible for acting as a bridge and contact person between the Group and Retail Operations in Country.
- Consulted on market trends to define sales objectives
- Responsible to attend bi-weekly trade calls and provide updates on country and to make sure that actionable are carried out
- Responsible to provide input to the group whenever necessary to facilitate transparent communication on productivity, current practices and way forward
MARKET ANALYSIS AND INSIGHT:
- Responsible to analyse market reports, market performance, customer feedback and be aware of competitor activities, their products, marketing and performance to provide insight on the appropriate marketing and product mix, reporting such findings to the brand
- Responsible for conducting regular store visits collaboratively with retail ops and in-season traders and providing findings to group
COMMERCIAL:
- Responsible to visit the brand for sales meetings with the team and hosting the brand on market visits to the country. Present the brand meeting reports to internal key stakeholders.
PRODUCT MANAGEMENT:
- Responsible to implement promotions and discount strategy, providing input to group
- Informed about inventory management and shipment tracking for country
BUDGET MANAGEMENT:
- Responsible to provide budgets to brand and to regularly revise these budgets and follow up with the brand
- Responsible to track and deliver sales & gross profit targets to the Group
- Inputs on marketing budget allocation, activities and marketing mix, consulting on country specific requirements
TEAM PERFORMANCE AND MANAGEMENT:
- Accountable for the implementation of action plans following mystery shopper reports
- Accountable for staff training on brand/ product guidelines and ensure adherence to brand requirements
- Accountable to provide required headcount for each store and final say on hiring store managers in line with brand ambassador profiles, including guidance on store manager performance
- Responsible to ensure that VM guidelines & campaign execution are adhered to
KPIs
- Manages all aspects of P&L, adhering to brand budgets. Sales & gross profit targets v budget
- End of Season Stock.
- Ideal Stock Mix
- Staff Retention
- Labour Costs (shared decision with Retails Ops)
- Mystery Shopper Ratings
- Conversion Rates – UPT, ATV, Sales per square meter
- Weeks Cover
Core competencies, knowledge, and experience
- 3+ years’ experience in a similar role
- Ideally diploma in retail or related field
- Retail, brand, fashion, sport industry experience/background required
- Business and Financial acumen to be able to take commercial decisions
- Able to create reports that reflect the performance of the brand in line with business requirement
- Demonstrable ability to think on your feet and make smart decisions based on facts, mastering Retail mathematics
- Strong planning/project management and time-management skills
- Self-starter with ability to manage multiple tasks in a deadline-driven environment
- Highly skilled at communicating ideas effectively, both verbally and in writing
- Excellent spoken & written English level required with a strong attention to detail is essential
- High computer literacy, with ability to learn new systems quickly. Particularly in excel and Power point
- Ability to think creatively and innovatively
